What The Florida Aquarium does

The Florida Aquarium is a 501(c)(3) nonprofit marine attraction and conservation institution headquartered at 701 Channelside Drive in Tampa, Florida, operating continuously since March 31, 1995 (with roots as the Clearwater Marine Science Center founded in 1977). The facility spans 11 distinct habitats and 3 exhibits including an 80-foot glass-dome Wetlands of Florida, a panoramic Coral Reefs habitat, the Indo-Pacific Heart of the Sea, and an on-site TGH Animal Health Care Center operated in partnership with Tampa General Hospital. A second facility, the Sea Turtle Rehabilitation Center in Apollo Beach, opened in January 2019 and was expanded with Mobile Aquatic Sea Turtle Holding units in 2025.

The aquarium generates revenue through a diversified mix of one-time admission tickets, recurring annual memberships, premium add-on experiences (SeaTREK underwater walking, Penguin Encounter, Wild Dolphin Cruise, Stingray Feeding, Sloth Encounter, Undersea Explorer VR), corporate and private event venue rentals, group and school field trip programs, AquaCamps, scout programs, gift shop retail through a third-party operator, and donations via Champion Circle giving, adopt-an-animal, and corporate partnerships. The organization operates a research-driven conservation program notable for the first successful laboratory spawning of critically endangered pillar coral (2019) and first induced brain coral spawning (2020), as well as first-of-its-kind elkhorn coral crossbreeding with Honduras resilient strains, conducted in collaboration with the University of Miami Rosenstiel School, University of Florida, and Florida Fish and Wildlife Conservation Commission.

Commercially, the aquarium pursues a direct-to-consumer attraction model targeting families, K-12 schools, tourists (via CityPASS and hotel vacation packages), and corporate event clients, with an annual operating budget exceeding $36 million and approximately 500 employees. Strategic positioning is reinforced by AZA accreditation (continuously since March 1997, reaccredited March 2025), American Humane Certified status (since March 2022), and WAZA accreditation, while a $45 million Sea Change expansion plan announced August 2022 is funding new outdoor habitats, exhibits, and conservation research infrastructure through 2025-2026.

Name

The Florida Aquarium

Legal name

The Florida Aquarium, Inc.

Website

https://flaquarium.org

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

The Florida Aquarium is a Tampa-based 501(c)(3) nonprofit marine attraction and AZA-accredited conservation institution serving 1 million+ annual visitors through habitats, premium experiences, education programs, and venue rentals, with active coral and sea turtle research programs.

Ownership category

akta.pro rank

Product category

Aquarium and Marine Conservation Services

NAICS

Zoos and Botanical Gardens (712130)

SIC

Services-Amusement & Recreation Services (7900), Water Transportation (4400)

akta.pro primary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

akta.pro secondary industries

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Ornamental & Aquarium Fish Farming (AFAEAAAJ), Marine Wildlife & Birding Cruises (dolphins, seals, seabirds) (THAAAIAD), Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH)

Keywords

• Aquarium visitor experiences
• Marine conservation programs
• Wildlife education services
• Animal encounter tours
• Coral reef restoration

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: General admission tickets to the aquarium attraction with daily hours varying by season
2. Membership Program: Annual membership providing unlimited visits and exclusive benefits
3. Premium Experiences: Additional paid experiences including SeaTREK, Penguin Encounter, Wild Dolphin Cruise, Stingray Feeding, Sloth Encounter, and VR experiences
4. Donations & Philanthropy: General donations, Champion Circle giving program, corporate partnerships, and adopt-an-animal programs
5. Event Hosting: Private events, corporate events, weddings, birthday parties, and sleepovers at venue spaces
6. Gift Shop & Retail: Gift shop merchandise sales through third-party operator
7. Group Sales: Group tickets, school field trips, AquaCamps, and scout programs

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The Florida Aquarium is a 501(c)(3) nonprofit operating a major public aquarium attraction in Tampa, Florida. It sells daily admission tickets, annual memberships, and premium add-on experiences (SeaTREK, Penguin Encounter, Wild Dolphin Cruise, Stingray Feeding, Sloth Encounter, VR experiences, AquaEd). It delivers marine conservation programs (coral reef restoration, sea turtle rehabilitation, mangrove planting), K-12 educational programs (AquaCamps, field trips, scout programs), and venue hosting services for private and corporate events.

Product overview

The Florida Aquarium is a 501(c)(3) nonprofit organization offering a diverse portfolio of visitor experiences, educational programs, conservation initiatives, and venue services. The core visitor experience includes 11 distinct habitats (Wetlands of Florida, Lemur Lookout, Shorelines, Stingray Beach, The Tide Pool, MORPH'D, Coral Reefs, Reef Secrets, Waves of Wonder, Heart of the Sea, Moon Bay), 3 exhibits (Aquatic Lounge, Mosaic Exhibit Hall, TGH Animal Health Care Center), and 7 premium add-on experiences (AquaEd, Penguin Encounter, SeaTREK, Wild Dolphin Cruise, Stingray Feeding, Sloth Encounter, Undersea Explorer Virtual Reality). Conservation programs focus on coral conservation, sea turtle rehabilitation, and mangrove restoration. Educational offerings include AquaCamps, AquaTots, field trips, virtual learning, and scout programs. The aquarium also operates venue rental services for events and has an Adopt an Animal symbolic donation program. Major expansion projects include Sea Change (new outdoor habitats for puffins, sea lions, and penguins) and the recently opened Coral Conservation & Research Center (4,200 sq ft).

Differentiator

Problem solved

Functional benefit

Products and services

• SeaTREK Underwater Walking Guided underwater helmet walking experience at 15-foot depth in the Heart of the Sea habitat alongside sea turtles, Māori wrasse, and other marine life. Targeted at visitors seeking immersive marine encounters.
• Wild Dolphin Cruise 72-foot catamaran cruise aboard the Bay Spirit II in Tampa Bay to search for bottlenose dolphins, birds, and other wildlife. For visitors and tourists.
• Penguin Encounter Special meet and greet experience with African penguin animal ambassadors. For aquarium visitors and families.
• Stingray Feeding Interactive experience preparing food for and feeding, touching, and training cownose stingrays. For aquarium visitors and families.
• Sloth Encounter Close encounter experience with two-toed sloths including feeding and species education. For aquarium visitors and families.
• Undersea Explorer Virtual Reality Virtual reality experience using motion seats and headsets that lets visitors explore the ocean in 360 degrees without scuba gear. For aquarium visitors.
• AquaEd Interactive family-friendly STEAM experiences bringing science, animals, and ecosystems to life through hands-on educational activities. For families and children.
• Annual Membership Annual membership providing unlimited visits and exclusive member benefits. For individual visitors and families.
• Coral Conservation Program Groundbreaking coral reproduction and rearing program including Project Coral partnership, coral crossbreeding research, and Florida reef restoration. For marine conservation stakeholders and donors.
• Sea Turtle Conservation and Rehabilitation Rescue and rehabilitation services for sea turtles plus research on facility-housed and wild turtles at a dedicated rehabilitation center in Apollo Beach. For sick or injured sea turtles and conservation partners.
• Mangrove Legacy Project Wetland habitat restoration initiative including badge programs for scouts to grow mangrove seedlings and wild mangrove habitat restoration. For conservation volunteers and scouts.
• AquaCamps STEM-based summer and school-year camps teaching children about habitats including tide pools, coral reefs, rain forests, freshwater springs, and sea coasts. For children and families.
• School Field Trips School group visits with educational programs including AquaVenture Days and curriculum-aligned learning experiences. For K-12 schools and educators.
• Scout Programs Badges and programs for Cub Scouts, Girl Scouts, and Scouts BSA connecting wildlife education to scouting requirements. For scout troops and youth organizations.
• Virtual Learning Programs Remote education programs including virtual classroom sessions and Virtual Scouts programs for remote learning engagement. For schools, homeschool families, and scout troops.
• Adopt an Animal Symbolic animal adoption program providing support for animal care including food, veterinary care, enrichment, and habitat maintenance. For individual donors and gift purchasers.
• Event Hosting and Venue Rental Private events, corporate events, conventions, weddings, venue spaces, sleepovers, and birthday parties hosted at aquarium facilities. For corporate clients, couples, and private groups.
• General Admission Tickets Daily admission tickets to the aquarium attraction with hours varying by season. For individual visitors, families, and tourists.

Quantifiable outcome

• First organization to successfully spawn critically endangered pillar coral in a laboratory setting (2019)
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Tampa Electric (TECO)minorStrategic or Co-development Partner · 1 June 2021Partnership for Bayview Rooftop Terrace powered by TECO, featuring over 1,100 solar panels installed June 2021. Supports sustainable operations and environmental stewardship.
• Florida Fish and Wildlife Conservation CommissioncoreStrategic or Co-development Partner · 1 September 2012Historic partnership announced September 2012 for creation of the Florida Conservation and Technology Center. Collaboration on sea turtle rescue, coral restoration, and wildlife conservation initiatives statewide.
• Tampa General Hospital (TGH)coreStrategic or Co-development PartnerState-of-the-art veterinary facility partnership for the TGH Animal Health Care Center at the aquarium, providing unparalleled medical care to aquarium animals. Located on second floor between Shorelines and Stingray Beach habitats. Partnership combines hospital resources with aquarium animal expertise.
• University of Miami Rosenstiel SchoolcoreStrategic or Co-development PartnerResearch partnership for coral restoration, specifically crossbreeding native Florida elkhorn coral with resilient strains from Honduras. Scientists from both institutions collaborated on coral reproduction and reef restoration projects.
• Project CoralcoreStrategic or Co-development PartnerCollaboration on coral reproduction research, including first successful laboratory spawning of critically endangered pillar coral (2019) and brain coral spawning (2020).
• Tampa Bay RaysminorStrategic or Co-development PartnerExpanded collaboration starting March 2024, including newly transformed Stingray Beach tactile exhibit. Sports team partnership for community engagement and conservation awareness.
• University of FloridacoreStrategic or Co-development PartnerCollaborative restoration effort including successful breeding and release of nearly 200 long-spined sea urchins (Diadema antillarum) in December 2021 for reef restoration.
• Hillsborough CountyminorStrategic or Co-development PartnerCounty government partnership for conservation initiatives and community engagement programs.
• City of TampaminorStrategic or Co-development PartnerMunicipal partnership for conservation campus and community programs, including Hon. Jane Castor representation on Board of Directors.
• CityPASSminorChannel Partner/ Reseller/ DistributorTourist discount partnership allowing visitors to save on bundled Tampa area attractions including Florida Aquarium tickets.

Scale indicators8 records

Recent moves19 records

Expansion highlights6 records

Direct peers

• Georgia Aquarium: Largest aquarium in the Western Hemisphere, also an AZA-accredited nonprofit in the U.S. Southeast. Directly comparable scale, conservation research programs (whale sharks, coral), premium experiences, and educational outreach.
• Shedd Aquarium: Chicago-based AZA-accredited nonprofit aquarium of comparable scale and programming, including aquatic animal care, conservation research, and educational experiences for similar family and school audiences.
• National Aquarium: Baltimore-based nonprofit AZA-accredited aquarium with similar exhibits, conservation programs, premium experiences, and a comparable mix of ticketed visitors, memberships, and donations.
• Tennessee Aquarium: Chattanooga-based nonprofit aquarium focused on freshwater and marine conservation, similar in scale, programming mix (animal encounters, conservation research), and visitor-attraction business model.
• Audubon Aquarium: New Orleans-based aquarium under the Audubon Nature Institute, AZA-accredited nonprofit with comparable Gulf-region marine conservation focus and family ticketed-experience offering.
• Monterey Bay Aquarium: Iconic California-based nonprofit AZA-accredited aquarium renowned for conservation leadership (seafood sustainability) and premium exhibits, directly paralleling The Florida Aquarium's research-driven, ticketed-experience model.

Broad incumbents

• SeaWorld Orlando: Major Florida theme park with marine animal exhibits and rides, competing for the same tourist demographic in the Tampa/Orlando corridor but operating as a larger for-profit theme park incumbent.
• SEA LIFE (Merlin Entertainments): Global chain of marine aquariums under Merlin Entertainments, an established for-profit operator offering standard aquarium experiences and a competing tourism-channel positioning.

Regional players

• Busch Gardens Tampa Bay: Adjacent Tampa Bay tourist attraction with animal encounters, competing directly for the same regional visitor base and corporate event bookings in the same metro.
• Clearwater Marine Aquarium: Florida-based aquarium on the Gulf Coast, shared geography and audience with The Florida Aquarium, with overlapping marine animal rescue, rehabilitation, and exhibit programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/floridaaquarium
• YouTubeyoutube.com/user/FloridaAquarium
• Facebookfacebook.com/floridaaquarium
• LinkedInlinkedin.com/company/the-florida-aquarium
• Instagraminstagram.com/FloridaAquarium
• TikToktiktok.com/@the_florida_aquarium?lang=en

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about The Florida Aquarium