Zoo Has Big Plans for Its New Director : Animals: Mark Goldstein’s tasks will include improving the reputation of Los Angeles facility. Veterinarian, 39, is the former head of Boston zoo.

When Mark Goldstein became executive director of Boston’s Franklin Park Zoo in 1987, the facility was barely surviving amid dwindling funds, fractious politics and a reputation as one of the worst zoos in America.

By the time he stepped down in July, the zoo had opened a popular $26-million African tropical forest exhibit and won accreditation for the first time from the prestigious American Assn. of Zoological Parks and Aquariums.

Los Angeles officials are hoping the young veterinarian can work the same magic at the far larger and also troubled Los Angeles Zoo, which was designed to handle many more than the 1.8 million visitors it attracts each year.

At a news conference Thursday at the zoo, Mayor Tom Bradley formally announced that Goldstein, 39, has been selected to head the city-owned Griffith Park facility, 11 months after Warren Thomas resigned amid allegations of mismanagement and financial irregularities.

“In the limited universe of directors of outstanding zoos in this country, we have been fortunate to select and secure a man we think will do an outstanding job,” Bradley said. “Mark Goldstein, you’re only 39 years old, we hope you will not age in guiding this zoo to its ultimate destiny.”

Officials said they expect Goldstein to fight for money and community support needed to maintain and promote the 25-year-old zoo, which suffers from problems ranging from leaking sewer pipes and run-down animal barns to strained relations between city officials and the Greater Los Angeles Zoo Assn.

As the city struggles to cope with an unprecedented financial crisis, he will also have to lobby for implementation of a 10-year master plan to be presented before the city’s Department of Recreation and Parks in November. The $150-million plan calls for sweeping improvements in the zoo’s infrastructure, concessions and animal compounds, officials said.

“Mark has experience in dealing with budget problems and promoting a facility with an image problem, which are some of the same problems we’re facing at the Los Angeles Zoo,” said Bruce Nasby, president of the 100,000-member zoo association. “The Los Angeles Zoo is still the best-kept secret in town, mostly because the city only spends $400,000 a year for advertising.”

The San Diego Zoo--considered one of the country’s best--spends $1.5 million a year in advertising in the Los Angeles market alone, city officials said.

One of Goldstein’s top priorities will be to “get our zoo into the public eye--that’s one of the reasons we hired him,” said Sheldon Jensen, Recreation and Parks Department assistant general manager.

Goldstein, whose tenure in Boston was punctuated with controversial administrative decisions, said the rough-and-tumble politics of Massachusetts prepared him for the challenge of taking charge of one of the nation’s largest zoos, with more than 1,700 animals and 175 full-time employees and 200 part-time employees.

The Los Angeles Zoo’s annual budget of $8.5 million is more than three times that of the Boston zoo’s $2.5-million budget.

In one divisive move, Goldstein closed one of Boston’s two zoos in 1990 because of state budget cuts. Although the decision was attacked by former state Sen. John Brennan as an example of bad management, Goldstein argued the city could only afford to operate one zoo properly.

“That decision took courage because everyone knew it wouldn’t meet with public approval,” said Karen Asis, spokeswoman for the American Assn. of Zoological Parks and Aquariums. “It created some unhappiness, but it was a bold and good move for Mark because he was not going to shortchange the animals.”

In a brief interview, Goldstein declined to be specific about changes he might want to make at the Los Angeles Zoo: “I’ve got to know more and listen to more people.

“I really need to listen to the staff and understand why things are done this way first,” he said, “before I say, ‘Why don’t we do it a different way.’ ”

Goldstein, who assumes the $116,448-a-year job in January, was among four candidates.

The position was originally offered to Terry Maple, director of the Atlanta Zoo, who turned it down because of what he considered the low salary and the high cost of housing in Los Angeles.

City officials said Goldstein decided to come to Los Angeles when the City Council raised the pay limit for the job to $116,448 from $93,730.