Protecting Our Planet - One Step at a Time

At West Midlands Safari Park, we believe that sustainability isn’t just a choice, it’s a responsibility. As a wildlife park dedicated to the conservation of species, we recognise that protecting the natural world goes hand in hand with preserving their habitats.

We’re committed to reducing our environmental impact by minimising waste, recycling wherever possible, and using energy and resources efficiently. Like all responsible businesses, we know we must do our part, but for us, the stakes are even higher.

Because caring for wildlife means caring for the planet they call home.

Monitoring Energy Use with Substation Meters

We’ve fitted energy meters on our substations to monitor electricity usage across the attraction in real time. This investment helps us pinpoint where energy is being used most, so we can take action. For example, by analysing the data, we can discover peak usage in an area during off-peak hours, allowing us to adjust lighting schedules with technology to save energy without affecting the guest experience. It’s all part of our commitment to sustainability and smarter operations, without impacting our guest experience.

Proactive Water Monitoring for a Sustainable Future

We’ve installed smart water monitoring devices that alert us if usage exceeds set limits. This allows our team to quickly investigate potential issues, like leaks or overuse, and take swift action to reduce water wastage. As we continue to monitor trends, we’re also able to gradually lower those set limits by looking at ways we can find greater water efficiency across the attraction. For example, fitting timed irrigation watering systems in planted areas to reduce excess water usage.

With our newest developments, we have also been able to implement a new rainwater irrigation system, where rainwater gets collected into a giant water bladder. The water can then be used to water the plants and fill the natural pools we have around site.  

Why We Sort Our Waste

Sorting waste streams, like separating recyclables, food waste, and general waste is key to reducing our environmental impact. It ensures that as much material as possible is recycled or composted, rather than sent to landfill.

Until recently, some of the sorting process was managed by our waste partners, but we saw an opportunity to take greater ownership of how we manage our resources and reduce waste. That’s why we’ve made the decision to bring all waste sorting in-house, allowing us to lead by example and inspire positive change.

By investing in new equipment and in-house training for team members we’re not just improving our operations; we’re creating a culture of responsibility and care for the preservation of our planet and its species. Our goal is to shift attitudes around rubbish and empower both our team members and guests on-site to make more mindful, sustainable everyday choices. And to take things a step further, our creative theming team upcycles old equipment and materials into unique props and décor for themed events, giving waste a second life in fun, imaginative ways.

Investing in a Greener Future: Our Introduction of Electric Vehicles

We’re proud to have taken our first steps toward a cleaner, more sustainable future by investing in electric vehicles (EVs). Whilst we’re not replacing our entire fleet all at once, we are beginning a phased transition starting with introducing EVs into our Safari Lodge operations. As we expand our EV use over time, we’re committed to making smarter, greener choices that benefit both the environment and the experience we deliver to our guests.

Sustainable Construction

With the introduction of our Safari Lodges, from the very first build, sustainable measures were put in place for construction, using modern methods of design, to not only make them spacious but also energy efficient and eco-friendly too. Some lodges are Passivhaus-inspired buildings, meaning they are created to rigorous energy efficient design standards, as they maintain an almost constant temperature. This includes triple-glazed windows, airtightness, intelligent heat recovery ventilation units in each room and upgraded insulation.

Time has been put into researching suppliers who all have their own green credentials, and we only work with contractors within a 30-mile radius. Using the right partners, helps to underpin our commitment of ensuring that the supply chain is also sustainable. We enforce that no disposable plastic is brought onsite for procurement, and suppliers dispose of their own waste offsite responsibly.

Some of the lodges have also been built on piles (they look like they’re on stilts). This means that the foundations don’t sit on the ground, taking up the land space, so wildlife is still able to pass underneath, and plants can grow.

Increasing Biodiversity

Conservation is at the forefront of our minds when developing land onsite. As part of the Safari Lodges project, our net biodiversity gain has increased by 30%, creating more habitats such as woodlands and wildflower meadows, encouraging native wildlife. We have installed bat and bird boxes on all the new buildings, which have quickly been occupied by swifts, house martins and swallows, to name a few. We have also commissioned a full BNG (biodiversity net gain) plan of our site, which enables us to manage our habitats better. For example, we have increased acid grassland in the new lion development as part of the planning process, which is a rare habitat.  

We have a well-established wildflower garden, specially planted to attract pollinators with signage to explain the initiative. For 2025 we are beginning to cultivate another wildflower plot with the aim of doubling the square metreage.  

We look after part of an important nature reserve called the Devil’s Spittleful. Around 10 hectares of our site is part of this designated Site of Special Scientific Interest (SSSI). It is a rare habitat of ‘lowland heathland’. This habitat is threatened by modern land management practices, and we work internally and with external contractors and wildlife organisations to restore it and cultivate the flora and fauna.

Balancing our Carbon Emissions

We have a partnership with the World Land Trust who have helped us calculate the carbon emissions of all the guest vehicles going around our Safari Drive in a year. The WLT run a carbon balanced programme, allowing donations to be used to restore forests and mitigate greenhouse gas emissions. We have a money spinner where guests can donate to this project and in 2025, we will top up the amount raised so that we reach our offset target. 

We have made great progress in the last few years in improving our services and facilities to ultimately become more inclusive and accessible for all. Our Park mission is "to bring people together to create unique wildlife experiences that exhilarate, educate and leave memories to last a lifetime" and through our DEAI pledges, we hope this extends to all guests.

Our 2024 post-visit satisfaction survey indicated that 20% of our guests identify themselves as having a disability. This is an important proportion of our visitors, and we wanted to ensure that our Park meets the needs of those who come and choose to spend their day with us. Our self-drive Safari is an excellent opportunity for guests who may struggle with crowds or walking long distances, not to mention the well-known benefits of animal therapy.  

Some of the recent DEAI changes are:

• We hold several ‘Relaxed Mornings’, across the year, including during our popular Santa Safari event.
• Almost 50% of our workforce have had Makaton training and feel confident communicating with our guests who use this language.  
• We have introduced several accessible add-ons for guests, such as an accessible minibus guided tour and mobility scooter, wheelchair and headphones hire.
• We have created a quiet room in our Adventure Theme Park area, for guests who may need to take some time out from the excitement.  
• Social stories have been created for guests who may feel a little anxious about visiting, explaining what they may see, smell and hear during their visit.  

You can find out more about accessibility here.

Research, Conservation and Animal Welfare is at the forefront of everything we do at WMSP and we have a duty to work for the conservation of biodiversity.  

We do this in a number of ways, listed below and you can find out more here.

Inspiring Conservationists

Annually, a conservation update is given in person to all Wildlife staff and supplied as a recorded session to other departments.

All internally commissioned research projects related to animal care are summarised and results are given to each animal keeping sections (carnivores, ungulates, discovery trail and elephants).

We have a day guest conservation engagement programme whereby trained staff are available with artefacts and interpretive signage at our Conservation Station, to interact with guests during our busiest weeks/weekends. At each of our conservation events there is a different theme, as we aim to inspire the next generation of conservationists.
 

Being at the Forefront of Animal Welfare

We are proud to support our five conservation partners and also donate to a number of other conservation projects and initiatives.  

Striving to provide good animal welfare is embedded into everything the Wildlife department does. Click here to see our Animal Welfare Policy Statement.  

We commission and complete research into animal welfare to help us with evidence-based animal care. We also support and host researchers from academic institutions and other zoos.  

We work with local wildlife groups such as the Worcestershire Wildlife Trust and other British native species organisations, to pool resources and maximise our ability to help local species and habitats.

You can find out more about all of the above and what else we do here.

Education Outreach and Good Deeds Programme

Each year, our Education team attend a number of local meetings to talk to groups of people who are interested in knowing more about the Park, our conservation programmes and animal welfare. These include several University of the 3rd Age groups, Wyre Forest Friendship Group and the WFDC National Trust Group. These talks are free of charge, but the groups can make a donation to one of our conservation partners if they wish.

We also run a Good Deeds Programme for our local community, offering time, expertise and resources to local groups, schools and businesses.  

Responsible Purchasing

The suppliers we choose to partner with are aligned to our sustainability and ecological values. Our suppliers for food and beverages and retail products, are selected due to their green credentials. For example, one of our main food suppliers have a green tick and a planet mark registration, which shows their dedication to sustainable practises and reducing their carbon footprint.  

Many of our retail products are fairtrade or are made from recycled materials, including the stuffing in our plush soft toys. We even buy our animal food from companies with good sustainability practises and policies.

Charity Partnerships Impacting Local People

We are proud to work closely with local organisations such as Kidderminster Harriers and the Albion Foundation. Each year, we donate thousands of tickets to charitable causes and actively participate in local fundraisers. These partnerships reflect our commitment to giving back and strengthening the social fabric of our community.

In May 2022, we partnered with local charity, St Richard’s Hospice, to offer complimentary Lodge stays, to those dealing with serious progressive illnesses. St Richard’s coordinates the stays, alongside our team, who ensure the family gets VIP treatment and makes some lasting memories. We also work with the Variety Club, Pledge Plod, Kemp Hospice, Rays of Sunshine and Make a Wish Foundation.