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ATTLEBORO - Attendance at Capron Park Zoo exploded last year, increasing 29 percent and breaking the 100,000 visitor mark for what is believed to be the first time.

Figures released by the zoo last week show that patronage topped out at 102,869 for fiscal year 2008, which is 23,258 more than flowed through the gates a year earlier.

The figures continue a three-year trend in which the popularity of the six-acre County Street zoo has skyrocketed, nearly doubling the 54,000 visitors that hit the turnstiles in fiscal year 2005.

The 100,000 mark has been a target of Zoo Director Jean Benchimol since she started the job in May of 2005.

"That's been my goal for the last three years," she said. "Now the goal is to keep going." Burgeoning interest in the zoo is more than a statistical fact. The rising tide of paying customers plays a key role in the facility's financial stability, Benchimol said.

The city pays the salaries and benefits of zoo workers, but gate receipts, concessions, gift shop proceeds, education camps and birthday parties pay for all operations, which cost hundreds of thousands of dollars.

Benchimol credited the steep increase in attendance to new animals, especially the white lion unveiled in April, as well as ongoing improvements in exhibits and grounds.

In April, the zoo drew 20,197 customers, the highest one-month total in the last three years.

Benchimol said Ramses, the zoo's new white lion, is responsible for much of the surge.

The second and third largest monthly attendance figures were recorded in May, with 17,801 visitors, and June, with 17,296.

Skyrocketing patronage was achieved despite an increase in ticket prices and 94 days when the zoo was closed or poorly attended because of bad weather.

If weather is good, the zoo is open every day except Thanksgiving, Christmas and New Year's Day.

Higher ticket prices were blunted by the fact that Capron is still the least expensive zoo in the area and is considered affordable for young families, Benchimol said.

In addition, it's compact enough to be walkable for youngsters and seniors. "The increasing interest shows that all the hard work we've put in meets the community's approval," Benchimol said. "We've had record attendance, so it must mean we're doing something right."

Benchimol points out that attendance is increasing despite little formal advertising. The one exception are billboards for the white lion which were donated by McDonald's Restaurant.

"Most of our advertising is by word of mouth," Benchimol said. "That means there are a lot of folks out there recommending us, which is a great compliment."