Discovery Park of America

What Discovery Park of America does

Discovery Park of America is a private nonprofit museum and heritage park located in Union City, Tennessee, founded in 2013 by Robert and Jenny Kirkland following a $100 million personal investment. The campus comprises a 100,000-square-foot museum with ten exhibit galleries spanning science, space, technology, military, natural history, regional history, art, and transportation, alongside a 50-acre outdoor heritage park featuring a recreated frontier settlement, man-made river, waterfalls, Japanese/European/American gardens, and a turn-of-the-century train depot. Anchor attractions include a 4-D earthquake simulator replicating the 1800s Reelfoot Lake seismic events, a 20,000-gallon aquarium, a 120-foot Cooper Tower observation deck, and a Discovery Theater with 4K digital 3D films from Giant Screen Films. The organization serves more than 250,000 visitors annually and is led by President and CEO Scott Williams with a board chaired by Al Creswell.

The business model is a hybrid consumer-and-institutional revenue structure. Consumer-facing revenue comes from tiered general admission tickets ($29.99 adult, $16.99 child), premium VIP and Explorer Plus packages ($39.99–$69.99), annual memberships ($80–$179 family, $1,500 lifetime), on-site dining at Sabin's Cafe and Eats & Treats, gift shop sales, and venue rentals for weddings, corporate events, and private parties. Educational and group revenue includes $10 student group tickets, summer camps ($100–$150), monthly homeschool days, and private behind-the-scenes tours at $150 per group. Memberships unlock reciprocal admission through ASTC and SERM programs covering thousands of museums globally. Distribution is direct-to-consumer through the discoveryparkofamerica.com website (now powered by the Muse ticketing platform following a 2025 migration from Blackbaud Altru), on-site ticket counters, and group reservations.

Accessibility and educational equity are structurally embedded: the Kirkland Scholarship Fund covers 100% of admission for schools with 50%+ free/reduced lunch eligibility and for foster families; Blue Star Museums provides free admission for active-duty military May–September; and Museums for All grants free admission to SNAP participants. Strategic partnerships with Choice Hotels (Sleep Inn, MainStay Suites, Holiday Inn Express) drive lodging referrals, and ongoing programming expansion includes a planned Tennessee Valley Authority energy exhibit and America 250 commemorative programming. Headcount is 51–100 employees, and the organization operates as a 501(c)(3)-style nonprofit without institutional equity ownership or public trading status.

Name

Discovery Park of America

Legal name

Discovery Park of America

Website

https://discoveryparkofamerica.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Discovery Park of America is a nonprofit museum and 50-acre heritage park in Union City, Tennessee, offering ten exhibit galleries, a 4-D earthquake simulator, aquarium, and observation tower. It serves families, K-12 schools, tourists, and event clients across the Southeast with 250,000+ annual visitors.

Ownership category

akta.pro rank

Product category

Museum and Heritage Park Attractions

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG)

akta.pro secondary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Museum exhibits
• Heritage park
• Educational field trips
• Visitor attractions
• Venue rental services

Headquarters

HQ city

Union City

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, Supply Chain

Revenue model

1. General Admission Tickets: One-time admission tickets providing access to the 100,000-square-foot museum and 50-acre heritage park. Tickets are redeemable for one-time use 365 days from purchase date. Online tickets are 10% off rack rate.
2. VIP and Explorer Plus Packages: Enhanced admission packages including unlimited tower access, discounts at gift shop and restaurants, collectible badges, and bundled attraction tickets (Discovery Theater films, Earthquake Simulator)
3. Annual Memberships: Annual memberships providing unlimited admission, members-only events, presale opportunities, discounts, and access to ASTC and SERM reciprocal programs. Family, individual, charter, and lifetime tiers available.
4. Venue Rentals: Rental of indoor and outdoor spaces for weddings, corporate events, conferences, and private parties. Includes event planning services and catering options through approved vendors.
5. Dining (Sabin's Cafe and Eats & Treats): On-site food service including Sabin's Cafe at main entrance and Eats & Treats outdoor eatery during peak season. Gourmet southern meals and quick-service options available.
6. Special Attractions: Additional revenue from Discovery Theater films (T.REX 3D, Walking With Dinosaurs), Earthquake Simulator, and pick-two attraction bundles
7. Education Programs: Revenue from summer camps (Museum Mysteries, LEGO, Dino Camp), homeschool days, and group lunches for student visits

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels13 records

Core offering

Discovery Park of America is a museum and heritage park operating a 100,000-square-foot indoor museum with ten exhibit galleries alongside a 50-acre outdoor heritage park featuring living-history recreations. The core offering is general admission ticket-based access to exhibits and attractions including a 4-D earthquake simulator, 20,000-gallon aquarium, 4K digital 3D Discovery Theater, and Cooper Tower observation deck, supplemented by annual memberships, venue rentals for events, on-site dining, educational programs for K-12 schools and homeschoolers, summer camps, and behind-the-scenes tours.

Product overview

Discovery Park of America is a museum and heritage park complex consisting of a 100,000-square-foot museum with ten exhibit galleries and a 50-acre outdoor heritage park. The core offering includes General Admission tickets providing access to both the museum and heritage park. Ticket tiers include General Admission, VIP Discovery Package (adding Cooper Tower access and retail/dining discounts), and Explorer Plus Package (all-inclusive with special attractions). Special attractions available as add-ons include Cooper Tower observation deck, Discovery Theater with 3D films, and Earthquake Simulator. Educational programs include student group visits, homeschool days, and summer camps. The park also offers venue rentals for events, dining through Sabin's Cafe and Eats and Treats, and annual memberships with reciprocal benefits through ASTC and SERM programs.

Differentiator

Problem solved

Functional benefit

Products and services

• General Admission Tickets Standard admission tickets providing access to the 100,000-square-foot museum and 50-acre heritage park for one day; tickets are redeemable for one-time use 365 days from purchase date. Adult $29.99, Child (4-17) $16.99, Age 3 and under free. Online purchase receives a 10% discount.
• Discovery Theater 4K Digital 3D Films State-of-the-art 4K digital 3D theater screening award-winning films from Giant Screen Films including T.REX 3D and Walking With Dinosaurs: Prehistoric Planet 3D; available as an add-on with the Explorer Plus Package.
• Earthquake Simulator 4-D simulation experience recreating the 1800s earthquakes that created Reelfoot Lake, featuring a 10-minute story and interactive simulation; available as an add-on with the Explorer Plus Package.
• Cooper Tower Observation Deck 120-foot observation tower offering panoramic views of the Reelfoot Lake region and surrounding Northwest Tennessee landscape; included with VIP and Explorer Plus Packages.
• Annual Memberships Recurring annual memberships providing unlimited admission, member-only events, presale opportunities, retail and dining discounts, and reciprocal admission to thousands of science centers and museums via ASTC and SERM programs. Tiers include Individual ($80), One Adult & Children ($110), Two Adults ($140), Two Adults & Children ($179), and Lifetime ($1,500).
• Venue Rentals Indoor and outdoor event spaces available for weddings, rehearsal dinners, corporate meetings, conferences, and private parties, with event planning services and approved catering vendors including Sabin's Cafe.
• Summer Camps Educational day camps for children ages 6-12, including Museum Mysteries Camp (ages 9-12), LEGO Camp, and Dino Camp (ages 6-8) with hands-on STEAM activities. Members $100-125, Non-members $125-150. Lunch provided.
• Homeschool Days Monthly educational programs for homeschool families with age-grouped sessions covering STEM experiments, historical explorations, and creative arts activities. Early bird: members $7, non-members $17. Regular: members $17, non-members $27. Parent/guardian admission: $12.
• Private Behind-the-Scenes Tour 45-minute private guided tour providing behind-the-scenes access to employee-only spaces, customized by collection area or theme, with early 9 a.m. access option. $150 per group of 10 or fewer. Must be purchased online 2+ weeks in advance.
• School Field Trip Program Discounted admission for organized school groups of 15+ students at $10 per student with additional adults at $18 each; principals, administrators, school nurses, and bus drivers admitted free. The Kirkland Scholarship Fund covers 100% of tickets for schools with 50%+ free/reduced lunch eligibility and foster families.
• Sabin's Cafe On-site restaurant at the museum's main entrance serving a variety of gourmet southern meals and quick-service food options during park hours. Also provides catering services for venue rental events.
• Eats and Treats Outdoor quick-service eatery on the north side of the heritage park serving hamburgers, hot dogs, chips, and bottled drinks during peak season.
• Weaving for Wellness Program Free therapeutic educational program teaching weaving and textile arts skills to youth and adults with autism spectrum disorder, ADHD, anxiety, learning differences, and other disabilities. Funded by a grant from the Juanita H. Fasola Foundation.

Quantifiable outcome

• Over 250,000 annual visitors
• +3 more outcomes

Named customers6 records

Segments6 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

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Muse SoftwarecoreTechnology or Integration · 5 March 2026Discovery Park of America transitioned to Muse, a visitor management and ticketing platform provided by Muse Software, replacing the previous Blackbaud Altru system. The new platform is designed to streamline ticket purchasing, improve membership management, enhance transaction speed at entry and retail locations, and provide reporting tools for better understanding of attendance and engagement.
• Blue Star MuseumscoreStrategic or Co-development PartnerDiscovery Park participates in Blue Star Museums, a partnership between the National Endowment for the Arts, Blue Star Families, and the Department of Defense. The program provides free general admission for active duty military and up to five family members from Armed Forces Day through Labor Day annually.
• Museums for AllcoreStrategic or Co-development PartnerDiscovery Park participates in the Museums for All initiative administered by the Association of Children's Museums, providing free admission for up to four guests per party who are participating in the SNAP program. Administered by the Institute of Museum and Library Services.
• Association of Science and Technology Centers (ASTC)coreStrategic or Co-development PartnerDiscovery Park is a member of the ASTC Travel Passport Program, providing members with free or discounted admission to thousands of science centers and museums worldwide including the U.S. Space and Rocket Center, Saint Louis Science Center, and others.
• Southeastern Museums Conference (SERM)coreStrategic or Co-development PartnerDiscovery Park participates in the Southeastern Reciprocal Membership Program, providing members with discounted admission to participating museums throughout the Southeast region.
• Giant Screen FilmscoreTechnology or IntegrationDiscovery Theater features award-winning 3D films from Giant Screen Films, a leader in the IMAX industry, including T.REX 3D and Walking With Dinosaurs: Prehistoric Planet 3D.
• Tennessee Valley Authority (TVA)minorStrategic or Co-development PartnerDiscovery Park announced plans for a new energy exhibit that will explore the future of energy in the US, including renewable energy, artificial intelligence, and the Tennessee Valley Authority's history. The museum is seeking partners and funders to support this project.
• Sabin's Cafe CateringminorStrategic or Co-development PartnerSabin's Cafe provides gourmet southern meals and catering services within Discovery Park, offering food service at the main entrance and outdoor Eats & Treats location during peak season.
• Sleep Inn and MainStay Suites at Discovery ParkminorChannel Partner/ Reseller/ DistributorSleep Inn and MainStay Suites, built adjacent to Discovery Park by Choice Hotels, offer 20% and 15% discounts respectively to Discovery Park guests. They drive visitor referrals and provide convenient lodging options for out-of-town guests.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mid-America Science Museum: Science discovery museum in Hot Springs, AR featuring interactive exhibits and a digital dome theater — directly comparable as a regional science/discovery center in the rural South with hands-on STEAM exhibits and dome/IMAX-style theater programming.
• Discovery Center Museum: Children's discovery museum in Rockford, IL with interactive exhibits and outdoor park areas — directly comparable as a hands-on discovery museum with combined indoor/outdoor experiences and family education focus.
• Saint Louis Science Center: Major regional science center in St. Louis, MO with hands-on exhibits, OMNIMAX theater, and dedicated educational programs — a comparable scale Midwestern science discovery institution serving families and school field trips with similar exhibit and planetarium-style attractions.
• The Strong National Museum of Play: Interactive museum in Rochester, NY dedicated to play and learning with hands-on exhibits, butterfly garden, and a giant-screen theater — closely comparable as a discovery-focused, family-oriented museum combining indoor interactive exhibits with outdoor experiential elements.
• Adventure Science Center: Science center and museum in Nashville, TN featuring interactive exhibits, a Sudekum Planetarium, and Adventure Tower — comparable as a regional science/discovery museum serving Tennessee families and school groups with similar hands-on STEAM programming and IMAX-style theater content.
• Titanic Museum Attraction: Specialty museum attraction in Branson, MO (and Pigeon Forge, TN) with immersive self-guided tours, artifact collections, and gallery-style storytelling — comparable as a single-theme specialty museum experience with tiered admission and family tourism focus in the rural Mid-South.
• Children's Museum of Memphis: Interactive children's museum in Memphis, TN with hands-on learning exhibits and educational programs for school groups — comparable as a Tennessee family/children's discovery museum with school field trip and membership revenue models.
• Cosmosphere: Science and space museum in Hutchinson, KS with the Carey Digital Dome Theater and astronaut gallery — comparable as a science-discovery museum with IMAX-style theater programming, special-effects simulation experiences, and STEM education focus.

Broad incumbents

• National Civil Rights Museum: Major historical site museum in Memphis, TN at the Lorraine Motel — comparable as a Tennessee heritage museum with immersive exhibits, educational programming, and significant tourism draw, though more narrowly focused on civil rights history.
• Country Music Hall of Fame and Museum: Major specialty museum in Nashville, TN featuring cultural exhibits, artifacts, and educational programming — comparable as a Tennessee heritage/cultural museum destination with tiered ticketing and strong tourism appeal, though at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DiscoveryParkUC
• YouTubeyoutube.com/channel/UCc5deKf_ArJrewGaa98EE7Q
• Facebookfacebook.com/discoveryparkofamerica
• Instagraminstagram.com/discoveryparktn
• TikToktiktok.com/@discoveryparkuc
• Pinterestpinterest.com/discoveryparkTN

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 Discovery Park of America