How San Diego Zoo lost a 30-year-plus member

Re “San Diego Zoo assets at $1B and rising” (Nov. 23): There was no mention of the customer experience in this article. I’ve been a member of the San Diego Zoo Wildlife Alliance for over 30 years and will not renew my membership after a very insulting and stressful experience using the app at the Wild Safari Park on the busy day after Thanksgiving. A membership upgrade I purchased in October voided the membership card I previously uploaded to the Safari Park app. I did not know this, nor was this explained anywhere until I tried to enter the park and was informed my membership had expired even though the app clearly showed my membership was valid until October 2026. I was instructed to stand in a long line at member services for a new membership card.

This lack of investment in the app and membership and ticketing systems resulted in the loss of a 30-year-plus member.

— Jim Bauder, Vista