That's a pittance, zoo officials say. And given that county voters have been a virtual ATM for special funding proposals over the past 18 years, they're feeling optimistic the request - $33 million in total - will be approved on Nov. 4.

But although its own poll shows two-thirds of county voters approve of the expansion and even though there is no organized opposition to Proposition 2, as it is labeled on the ballot, Hogle is not leaving anything to chance.

The Utah Zoological Association, which runs the 42-acre park at the mouth of Emigration Canyon, spent more than $180,000 to bring the matter to ballot. Most of that money paid for the consulting services of the political gurus at The Exoro Group, who helped craft a strategy to win the Salt Lake County Council's approval for putting the bond before voters.

Then, in the two-week period that followed the council's vote, the Exoro-run Renew the Zoo Political Interest Committee spent another $135,000 of Hogle's cash. That money launched a full-court advertising press, complete with a ubiquitous billboard campaign and endearing animal-shaped lawn signs. Hogle also has spent campaign cash on a TV advertising campaign, featuring cartoon animals, but did not respond to inquiries about the cost.

"If you are going to ask the public for money, they deserve an explanation to educate and inform them of the proposed use and how their taxpayer money will be spent," said Exoro partner Maura Carabello, who is leading the zoo's campaign. "We believe you should never ask the public for money without the commitment to this level of outreach."

But with the economy in shambles and the future uncertain, Utah Taxpayers Association Vice President Royce VanTassell said even the staunchest of animal lovers can be forgiven if they question whether now is the appropriate time to add $33 million to the public's debt.

"The zoo is a great institution, and I think that folks, especially in Salt Lake County, are pleased that it's there," VanTassell said. "But with the economy going into what appears to be some difficult times and with so many other priorities out there . . . it seems that now is not the time to be gilding the lily that is our zoo."

Although the tax increase for most voters would not amount to more than a few dollars a year, VanTassell noted the zoo already enjoys significant public revenues. Over the past few years, that's included millions of dollars in regular subsidies from the state Legislature, millions more from the popular Zoo, Arts and Parks tax and $10 million from a city bond passed in 2003 - a debt that residents are still paying off.

Put together, VanTassell said, the public's portion of the zoo's budget has increased more than 400 percent in the past 12 years.

Carabello said the zoo wouldn't be asking for even more cash if it didn't believe the modernization was in the best interests of both the residents of Salt Lake County and the animal residents of the zoo. In a struggling economy, she said, the zoo can be a great resource for those whose family travel and entertainment budgets have been thinned.

"We don't take asking for public money lightly, and we have a recent track record of using public funds well," she said, pointing out the zoo's popular new Elephant Encounter and Asian Highlands exhibits, paid for with the 2003 city bond money.

Carabello acknowledged that the projects that can be funded under the $33 million bond - plus $11 million more that the zoo will have to raise to unlock that cash, under rules set by the county council - won't complete the vision zoo planners mapped out in Hogle's "master plan." That's why the zoo originally asked the council to approve a $65 million bond issue, but she said Hogle wants to focus on one thing at a time.

"Right away, our job will be to focus on using this money quickly and wisely and getting these publicly supported projects built as soon as possible," Carabello said.

That would include a new animal hospital, a polar bear habitat and the first phase of a new African savannah exhibit.

But that later attraction couldn't be completed without more money. And VanTassell said that means Hogle will be coming back to taxpayers once again, likely before its latest round of projects has come to fruition.

"The zoo has made no secret that they want taxpayers to continue to build up there at the zoo," he said. "Five years from now, they'll come back and try to get the balance. At that point, it might be the right decision to make, but it certainly is not right now."

mlaplante@sltrib.com

What the bond issue would pay for

Salt Lake County's Proposition 2 would authorize the county to issue a 20-year, $33 million bond to improve facilities at Hogle Zoo, provided that the zoo comes up with $11 million in other funding. So what would Hogle build with those funds?

* Animal Care Center ($1.5 million): The nonprofit ASLAM Foundation has pledged $1.5 million for a new animal hospital if Hogle can match that sum in donations, from ticket revenue or as part of the bond. The new clinic would be more spacious; groundbreaking is tentatively scheduled for the fall.

* Arctic Edge ($20 million): Polar bears will return to Hogle as the central attraction of this multianimal habitat, where visitors can observe the bears, wolves, owls and seals on land and under water. The opening is contingent on funding, but Hogle officials say the exhibit could be finished by 2013.

* Infrastructure upgrades ($18 million): In preparation for a future African savannah exhibit, where zebras, giraffes and gazelles would roam, the zoo would re-create a major part of its 42-acre footprint at the mouth of Emigration Canyon, carving out new paths, opening space and adding guest amenities near the main entrance. Completion of the sprawling, crescent-shaped project, however, would be contingent upon further funding.