40 Under Forty 2025: Nicholas Keyes
Photo | Erika Sidor
Nicholas Keyes
Photo | Matt wright
2025 40 Under Forty winners (from left) Margie Breault, Delcie Bean IV, Nicholas Keyes, and Sheri-ann McLean-Williams at Southwick's Zoo in Mendon
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Since joining Southwick's Zoo in 2021, Nicholas Keyes rebuilt the in-house marketing team and implemented comprehensive strategies aligning branding, advertising, and revenue goals for New England's largest zoo and one of Central Massachusetts' leading family attractions.
He has supported record-breaking growth in admissions, dining, and group sales while securing recurring live TV coverage on three regional stations and establishing new partnerships with tourism bureaus to boost referral traffic and regional visibility. Keyes' strategic approach to budget management has reduced marketing costs by 4.5% and optimized spending to just 9% of gross revenue. He launched targeted digital campaigns for corporate event and wedding bookings while overseeing integrated marketing for the onsite Galliford's Restaurant & Tavern, driving consistent year-over-year growth in customer engagement and revenue.
His website redesign and digital presence enhancements have grown the zoo's newsletter audience and created reliable channels for direct guest communication. He is vice president of collegiate relations for the American Marketing Association's Greater Boston chapter, where he connects students with networking opportunities, internships, and career guidance. At the Daniels Farmstead Foundation in Blackstone, he serves as board vice president, helping turn the historic agricultural site into a vibrant cultural destination.
Favorite Central Mass. community? Worcester, for its vibrant blend of history, culture, and a thriving food and arts scene, with locally owned spots giving the city unique personality.
What song has the best life advice? "It's My Life" by Bon Jovi: Live boldly, on your own terms, embracing individuality and never being afraid to make your own choices.
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