Charles Paddock Zoo Unveils a New Name: The Central Coast Zoo

The City of Atascadero and the Charles Paddock Zoo are excited to announce a major milestone: a new name, new logo, and a refreshed brand identity! The big reveal took place during the 22nd Annual Ice Cream Zoofari, which also marked the Zoo’s 70th birthday—the perfect time to embrace a bold new chapter as the Central Coast Zoo.

Over the past seven decades, the Zoo has been a source of pride for the local community, inspiring generations through education, conservation, and unforgettable wildlife experiences. Most recently, the Zoo earned accreditation from the Association of Zoos and Aquariums (AZA)—a prestigious designation held by only 10% of zoos worldwide – for another 5 years, which means the Zoo has been accredited for over 30 years!

Founded in 1955 by Charles Paddock, a compassionate county park ranger who nursed injured wildlife back to health, the Zoo has grown into a cherished institution. At one time, Paddock cared for more than 125 animals. While the Zoo moves forward with a new name, his legacy remains a vital part of its identity.

The rebranding effort, led in collaboration with TJA Advertising Agency, included feedback from the City Council, City staff, the Friends of the Charles Paddock Zoo, local tourism agencies, and community members. “Central Coast Zoo” emerged as the clear favorite—a name that highlights the Zoo’s unique regional identity and appeal.

A New Look, Honoring the Past

The updated logo retains the iconic oak tree, symbolizing the Zoo’s location and deep roots in the community, while incorporating a modern font and color palette. A new children’s activity book will accompany the brand refresh, enhancing education efforts at camps, local schools, summer ambassador programs, and more. The activity book will also be promoted amongst our lodging industry and available to families to come experience the Zoo.

To honor its origins, the Zoo’s new entrance area will be named Charles Paddock Plaza, featuring a bronze statue of Ranger Paddock and his beloved opossum, Cosmo Topper—the first animal he ever cared for.

Looking Ahead: Zoo 2.0

As the Zoo embraces its new name, it also launches “Zoo 2.0”—an expanded marketing initiative aimed at increasing visibility across San Luis Obispo County and beyond. The new brand will play a central role in efforts to promote environmental awareness, sustainable practices, and elevate the Zoo's visibility among the Atascadero community and its visitors. 

For more information about the marketing and new Central Coast Zoo rebranding initiative, please call Terrie Banish, Director of Community Services & Promotions, (805) 470-3490 or tbanish@atascadero.org.

About the Central Coast Zoo

Located in Atascadero, CA, the Central Coast Zoo, formerly Charles Paddock Zoo, is SLO County’s ONLY Zoo accredited by the Association of Zoos and Aquariums and is home to hundreds of animals from around the world. is committed to conservation, education, and inspiring connections between people and wildlife. Open Daily through Labor Day! Located at Atascadero Lake Park on Hwy 41/Morro Road, one mile west of Hwy 101. For information, (805) 461-5080, www.centralcoastzoo.org.