Scott Family Amazeum

What Scott Family Amazeum does

Scott Family Amazeum (legally Children's Museum of Northwest Arkansas) is a 501(c)(3) nonprofit children's museum founded in July 2015 and located at 1009 Museum Way, Bentonville, Arkansas. The organization operates approximately 50,000 square feet of indoor exhibit and learning space plus one acre of outdoor space, delivering hands-on STEAM (Science, Technology, Engineering, Art, Math) education through sixteen permanent interactive exhibits including Materials Lab, Lift Load & Haul, Walmart Market, Nickelodeon Play Lab, Water Amazements, Art Studio, Nature & Weather, Studio Grow, Homestead Cabin & Farm, The Cave, Canopy Climber, Cloud Theater, Emerging Explorers, and Outdoor Playscape. A satellite location, Wonder Wing, opened at Northwest Arkansas National Airport in June 2026.

The museum generates revenue through a diversified mix of operating and philanthropic streams: general admission ($14-17 per person), annual memberships ranging from Dual ($99) to Explore ($1,000), birthday party packages ($250-$300), private event rentals ($1,500+), corporate sponsorships (Walmart, 3M, Nickelodeon, Paramount, Pampers), foundation grants (Walton Family Foundation, Walker Family Foundation), individual donations, and the Walmart Spark Good round-up program. Go-to-market is direct-to-consumer with strong event-driven marketing (Tinkerfest, UnGala, Adult Nights, HallowZing, Zing in the New Year). Distribution channels include walk-in visits, online ticketing, group reservations, membership sales, event venue rentals, and reciprocal museum network access (ASTC at 350+ centers, ACM at 200+ centers).

The organization serves families with children ages 0-14 as its primary audience, with secondary segments including K-12 schools and educators, scout troops, homeschool families, 4-H clubs, teens and adults, and corporate/private event clients. The Expanding Futures Capital Campaign is currently adding 34,740 square feet of new construction, and the museum employs between 101 and 250 staff. Recognition includes GuideStar Platinum Transparency, Southeastern Museums Conference publications, Best of NWA awards, and a 2026 Henry Award finalist nomination for Tourism Attraction of the Year.

Name

Scott Family Amazeum

Legal name

Children's Museum of Northwest Arkansas d/b/a Scott Family Amazeum

Website

https://amazeum.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Scott Family Amazeum is a 501(c)(3) nonprofit children's museum in Bentonville, Arkansas, operating approximately 50,000 sq ft of hands-on STEAM exhibits plus a satellite location at XNA airport. It serves families with children ages 0-14, schools, scout groups, and event clients across Northwest Arkansas.

Ownership category

akta.pro rank

Product category

Children's Museum / Educational Attractions

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Children’s Museums (THAJADAE)

akta.pro secondary industries

Kids & Family Learning Workshops (Family Crafts, Junior Maker Classes) (THAJAKAO), Museum, Zoo & Attraction Gift Shops (CRALAJAG), Family, Kids & Education Fairs (MPAGAFAH)

Keywords

• Children's museum exhibits
• STEAM education programs
• Interactive learning experiences
• Hands-on museum activities
• Family educational attractions

Headquarters

HQ city

Bentonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. General Admission: The museum generates revenue through paid admissions for adults and children ages 2 and older at $17 per person in-person or $14 online. Children under 2 and members receive free admission. This represents the primary revenue stream for individual visit transactions.
2. Memberships: Annual membership programs ranging from Dual ($99/year for 2 family members) to Explore ($1,000/year for 6 family members plus 4 day passes). Memberships provide unlimited admission and exclusive benefits including early registration for camps and member-only hours.
3. Birthday Parties: Private room rental birthday parties priced at $250 for members and $300 for non-members, including 15 guests and one-hour rental. Add-ons available including robotics, bracelet making, and liquid nitrogen ice cream experiences.
4. Event Rentals: The museum rents its facilities including the Walker Family Welcome Lobby (reception capacity 200), Exhibit Hall (capacity 1000), Outdoor Playscape (packages starting at $1,500), and Learning Lofts (capacity 40-90). Available for corporate events, weddings, and private gatherings.
5. Corporate Sponsorship: Corporate sponsors support specific exhibits, traveling exhibits, facilities, educational programs, camps, and events including Tinkerfest, UnGala, and Priceless Nights. Current sponsors include Happy Egg, Nabholz, and Walmart.
6. Donations and Annual Fund: Tax-deductible charitable contributions support the Annual Fund, Capital Campaign (Expanding Futures), and planned giving programs. The museum also participates in Walmart's Spark Good round-up program.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Scott Family Amazeum operates a children's museum in Bentonville, Arkansas, featuring approximately 50,000 square feet of indoor exhibit space and one acre of outdoor exhibits focused on hands-on STEAM (Science, Technology, Engineering, Art, Math) learning. The museum sells general admissions, annual memberships, birthday party packages, summer camps, and private event rentals, and operates a satellite interactive space at Northwest Arkansas National Airport.

Product overview

Scott Family Amazeum is a children's museum offering a portfolio of interactive STEAM exhibits and educational programs across approximately 50,000 square feet of indoor space and one acre of outdoor exhibits in Bentonville, Arkansas. The core offering consists of 16 permanent interactive exhibits including Materials Lab (hands-on making), Lift Load & Haul (distribution center play), Walmart Market (role-play grocery), Nickelodeon Play Lab (character-themed creativity), Water Amazements (water exploration), Art Studio with Light Scape (visual arts and light experimentation), Nature & Weather, Studio Grow (early learners), Homestead Cabin & Farm, The Cave, Canopy Climber, Cloud Theater, Emerging Explorers, and Outdoor Playscape. The museum also operates Wonder Wing at XNA, a satellite interactive space at Northwest Arkansas National Airport. Educational programming includes summer camps, birthday celebrations, membership tiers, event rentals, Amazeum YOU virtual programming, and signature events including Adult Night, UnGala, Tinkerfest, and HallowZing.

Differentiator

Problem solved

Functional benefit

Products and services

• General Admission Walk-in or online admission to the children's museum for families and visitors. Adults and children age 2+ pay $17 in person or $14 online; children under 2 are free; members are admitted free. Includes access to all permanent and rotating exhibits.
• Membership Programs Annual subscription memberships providing unlimited admission, exclusive benefits, early camp registration, and reciprocal admission at 350+ science centers and 200+ children's museums worldwide. Tiers range from Dual ($99/year) to Explore ($1,000/year).
• Birthday Celebrations Private room rental birthday party packages for up to 15 guests with STEAM-powered activities. Base package $250 for members, $300 for non-members, with optional add-ons including robotics, bracelet making, putty creation, and liquid nitrogen ice cream.
• Event Rentals Private venue rentals for corporate events, weddings, team building, and large celebrations across multiple museum spaces including Walker Family Welcome Lobby (capacity 200), Exhibit Hall (capacity 1,000), Learning Lofts (capacity 40-90), and Outdoor Playscape (packages starting at $1,500).
• Summer Camps STEAM-focused week-long camps throughout the year for students ages 4-14, including Zing into Kindergarten ($160-$185), Archi-TAPE-ture ($335-$375), Up Up & Away, and Kickoff to Kindergarten programs with extended care options.
• Wonder Wing at XNA A 75-foot-by-11-foot interactive family space inside Northwest Arkansas National Airport featuring a two-story climbing structure inspired by an airport control tower, a live flight activity display, and an early learner sensory exploration area for children ages 0-12 and their caregivers.
• Amazeum YOU Virtual programming delivering daily interactive experiences, tutorials, and home activities through YouTube, Facebook, and Instagram channels to bring museum content to remote audiences.
• School Field Trip Program (Unfield Trips) Curriculum-aligned STEAM programming for K-12 school groups, accommodating up to 600 students and adults during field trip days. Includes pre-visit materials, on-site programs, and post-visit classroom activities.

Quantifiable outcome

• 1 in 5 guests experience the museum for free or at reduced cost through access programs
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• New AmericacoreStrategic or Co-development Partner · 11 March 2026CEO Sam Dean appointed to the National Commission on Learning Ecosystems, a two-year initiative convened by New America to examine how partnerships can strengthen public education. Positions the Amazeum as a thought leader in learning ecosystems.
• Northwest Arkansas National Airport (XNA)flagshipStrategic or Co-development Partner · 9 October 2025Collaboration on a $250,000 play space at XNA transforming a former walkway into an interactive area for children and families. Wonder Wing features exhibits related to flight and early learning zones. Opened early June 2026 near the A Gates.
• NickelodeoncoreStrategic or Co-development PartnerNickelodeon Play Lab features experiences encouraging discovery and playful exploration in a dynamic, immersive environment inspired by Nickelodeon characters including SpongeBob SquarePants. Includes interactive puppet, stop motion animation, and musical instruments.
• Nabholz Construction CorporationminorImplementation/ SI/ Consulting PartnerConstruction partner for Wonder Wing project at Northwest Arkansas National Airport.
• Discovery Lab (Tulsa, OK)minorStrategic or Co-development PartnerPartner museum in Tinkerfest regional collaboration, extending the maker festival to multiple museums across the region.
• Museum of Discovery (Little Rock, AR)minorStrategic or Co-development PartnerPartner museum in Tinkerfest regional collaboration.
• Science Museum of Oklahoma (Oklahoma City, OK)minorStrategic or Co-development PartnerPartner museum in Tinkerfest regional collaboration.
• Explora Science Center & Children's Museum (Albuquerque, NM)minorStrategic or Co-development PartnerNational partner museum in Tinkerfest collaboration.
• Children's Museum of Pittsburgh (Pittsburgh, PA)minorStrategic or Co-development PartnerNational partner museum and co-creator of Opposites Abstract traveling exhibit.
• New Children's Museum (San Diego, CA)minorStrategic or Co-development PartnerNational partner museum in Tinkerfest collaboration.
• Children's Museum of PittsburghflagshipStrategic or Co-development PartnerPartnered to create Opposites Abstract: A Mo Willems Exhibit, a traveling interactive exhibition running May 2026 - January 2027. Created in partnership with The Mo Willems Studio.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Strong National Museum of Play: A nationally recognized play-focused museum in Rochester, NY. Comparable in mission (learning through play), exhibits portfolio, and family/tourism audience targeting.
• Please Touch Museum: A Philadelphia-based children's museum emphasizing hands-on, interactive learning experiences for young children. Directly comparable in target age range, programming model, and ticketed-museum business model.
• Discovery Lab (Tulsa, OK): A Tulsa-based children's museum focused on STEAM learning. They are a confirmed regional Tinkerfest co-host and direct peer in the same Oklahoma/Arkansas children's-museum ecosystem.
• New Children's Museum (San Diego, CA): A national Tinkerfest partner and a leading children's museum emphasizing art, science, and maker-based learning. Highly comparable in scale, programming philosophy, and target audience.
• Children's Museum of Pittsburgh: A leading children's museum in Pittsburgh that shares the Amazeum's hands-on maker-mission model. They are direct co-creation partners on the 'Opposites Abstract: A Mo Willems Exhibit' traveling exhibition, making them both a peer and a collaborator.
• Explora Science Center & Children's Museum (Albuquerque, NM): A combined science center and children's museum in Albuquerque, also a national Tinkerfest partner. It mirrors the Amazeum's hybrid STEAM/children's-museum positioning and serves a similar family demographic.
• Museum of Discovery (Little Rock, AR): Arkansas's largest science and history museum, also a confirmed Tinkerfest co-host. It serves a similar family/STEAM audience within the same state and overlaps significantly in mission and target market.
• Science Museum of Oklahoma (Oklahoma City, OK): A regional science center and confirmed Tinkerfest partner. While broader than a children's-only museum, it competes for school field trips, family visits, and STEAM programming dollars in the same regional catchment.

Regional players

• Crystal Bridges Museum of American Art: A premier art museum in Bentonville, AR, also backed by the Walton Family Foundation. It is the Amazeum's closest geographic neighbor and a key regional tourism competitor, though its educational offering is art rather than STEAM.

Broad incumbents

• Children's Museum of Indianapolis: The largest children's museum in the world. While at a vastly greater scale, it competes for the same national family-tourism and reciprocal-membership spend, and shares the ACM/STEAM programming orientation.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ScottFamilyAmazeum
• Facebookfacebook.com/Amazeum
• Instagraminstagram.com/amazeum
• LinkedInlinkedin.com/company/scott-family-amazeum

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Scott Family Amazeum