Caldwell Zoo is a small zoo about 70 or so miles east of Dallas in the town of Tyler. It tries hard, but Tyler's small and was set up by a guy whose first definition of Caldwell Zoo was a parrot, 2 squirrels and a monkey (I kid you not).
Anyway I said all that to say this. If Caldwell Zoo was the guy in cell phone ad, you'd be left with the feeling that there was a distinct lack of vision coming from the guy. In short, it means well, but I don't think it really pulls it off.
It also reminds me of what Bill Bryson had to say about Wimpy (Britain's answer to McDonald's). Wimpys are a quaint mixture of take away joint and waitress service restaurant and Bryson suggested that the overall quaintness of the place, coupled with the fact they named a Hot Dog a Bender, meant they hadn't really grasped what you're supposed to do in a fast food joint.
I got the same feeling about Caldwell Zoo.
Incidentally, I'm told there is a Wimpys in Dallas.