Hattiesburg Zoo in Hattiesburg, Mississippi—home to Ole Miss—is a small zoo (12 acres) in a small town (50,000). Yet, despite the ‘small’ challenges, Hattiesburg Zoo delivers on a level of guest immersion that would be expected from much larger facilities. Highlights include the steampunk education center, splash play area at the core of the zoo, themed Africa and overnight camp, Australia, and children’s play area. However, despite the well-thought out place-making and storytelling, the zoo is missing one core element—the heart and soul.