Page 17 - INSIGHT MAGAZINE_July 2025

of its recent axolotl exhibit and potential conservation and the environment,” he
plans to develop several hectares of its says. “Ultimately knowing that we are
property behind the main building into part of the fabric of the community is
strolling gardens. “We’re very satisfied good enough for us.”
with what we have and remain unique.
Our curator Adrienne Brewster manages
a really robust butterfly conservation
research program, and we recently
surpassed hosting our 1,000th wedding.”
While people visit the
conservatory expecting a beautiful
“Whether it’s changes in the economy, space filled with butterflies,
weather, travel, trends, or global events, which it is, he says providing
tourism businesses must constantly be an educational and enriching
ready to adapt,” says Doug, reminiscing experience is at the core of what
about when the conservatory opened the facility continues to offer.
its doors in January 2001. “We did all
the necessary market research but the
one thing we didn’t count on was 9/11.
U.S visitors to Ontario dropped from 29
million overnight visits to nine million
in just a few weeks. And then there was
SARS, mad cow disease, West Nile, and
Lyme disease. It seemed these things
happened one right after the other, so it
took years to recover.”
Throughout the pandemic, Doug says
the 35 hectares the Cambridge Butterfly
Conservatory encompasses – which Doug says the Cambridge Butterfly
includes a picnic area and walking trail “The conservatory is a place where Conservatory is all about personal
- became a place of respite, providing curiosity comes to life,” says Doug. “Kids connection visitors make while roaming
visitors the opportunity to escape. and adults alike get to learn about the its two large galleries and indoor tropical
garden space, which is maintained year-
“Most days it’s a very quiet space. We cycle of life of butterflies, the important round at a balmy 25 C or 27 C.
have artists who come in and draw and role insects play in our ecosystems and
paint, and writers who sit in the corner,” how even the smallest creatures have a “They come with a sense of curiosity and
he says, adding it’s not unusual for big impact on the natural world.” storytelling is what brings that to life.
people to spend several hours visiting In terms of impact, after nearly 25 years When guests step into the conservatory,
and acknowledges the uncertainty of the the Cambridge Butterfly Conservatory we want them to feel they’ve entered a
current economy and potential tourists has left an impression on several living narrative – one they’ll carry with
spending less. “Remaining operationally generations. them and share with others,” he says.
flexible while providing value and being “Because in the end, it’s not just about
sensitive to our visitors’ needs is crucial. “We’re seeing people now that actually delivering a product – it’s about sparking
Operators should be thinking about work for us, but came here as students emotion, creating memories, and offering
adding value, improving customer service while in school,” he says. “And now guests a story they’ll be excited to share.”
to ensure word-of-mouth referrals, and they’re coming back with their own kids, Visit www.cambridgebutterfly.com to
staying agile with marketing, especially so that’s kind of rewarding. Watching learn more.
by leveraging digital tools to target a butterfly land on a child’s finger or
specific audiences.” seeing them marvel at a chrysalis for the
first time – those are moments that stick
Staying agile is something the Cambridge with you.”
Butterfly Conservatory – which houses
nearly 70 species of butterflies, primarily Financially, Doug estimates the
from Costa Rica and the Philippines - has conservatory’s economic impact to
done very well by continually providing the RTO4 (Waterloo Region, Wellington,
new exhibits and incorporating new Perth and Huron counties) is about $10M
features, including the construction of an annually, noting that at least 40% of its
inviting playground two years ago. visitors are from outside the region.
“We’ve retrofitted the conservatory with “I think our ultimate end goal would be
LED lighting, so the butterflies love that the satisfaction in knowing that we’ve
because it’s brighter and they’re more done the very best we can to educate
active,” says Doug, noting the popularity people about the natural world, about

www.cambridgechamber.com Summer 2025 17