What Seattle Aquarium does

Seattle Aquarium is a 501(c)(3) nonprofit institution founded on May 20, 1977, operating under a long-term agreement with the City of Seattle Department of Parks and Recreation. It runs a three-building waterfront campus on Elliott Bay: historic Pier 59 (originally constructed 1905, a designated City of Seattle landmark), Pier 60 (marine mammals, birds, Underwater Dome, Veterinary Care Center), and the Ocean Pavilion (5,000+ tropical marine animals and plants from the Coral Triangle). The aquarium serves general public visitors, families, school groups, and corporate/private event clients through a diversified revenue model spanning gate admissions, timed-entry online ticketing, multi-tier annual memberships ($99–$299), donor circles up to $25,000 per year, private events, food and beverage (Seattle Aquarium Café, Barney's Snack Shack, One Ocean Pale Ale with Old Stove Brewing), retail/gift shops, and educational programs including summer camps and teacher resources. The organization also pursues species recovery (pinto abalone, Indo-Pacific leopard sharks), kelp and marine debris research, sea turtle rehabilitation, and policy advocacy, and is accredited by the Association of Zoos and Aquariums with memberships in WAZA and IUCN.

The institution's technology stack is modest but specialized. It deploys AI-augmented remotely operated vehicles (ROVs) in a research partnership with the Port of Seattle (announced July 2024) to monitor kelp forest ecosystems and augment diver surveys under the Smart Ports initiative. Visitor-facing technology includes a $9 Undersea Explorer VR experience (motion seats, VR goggles, 360-degree marine environments), 360-degree floor-and-wall projection in One Ocean Hall, live animal webcams, and a digital member portal. The aquarium is governed by a board of directors, led by President & CEO Meg McCann, and operates with 101–250 employees. Strategic positioning emphasizes accessibility through the Connections Program, library museum pass partnerships, CityPASS bundling, and discounted admission for EBT/WIC recipients, foster families, tribal members, and military.

Name

Seattle Aquarium

Legal name

Seattle Aquarium Society

Website

https://seattleaquarium.org

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

The Seattle Aquarium is a nonprofit 501(c)(3) institution operating a three-building waterfront campus on Seattle's Elliott Bay, serving general public visitors, families, school groups, and event clients through gate admissions, memberships, donor programs, conservation research, and educational experiences.

Ownership category

akta.pro rank

Product category

Public Aquarium & Marine Education

NAICS

Zoos and Botanical Gardens (712130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

Keywords

• Marine wildlife exhibits
• Aquarium education programs
• Marine conservation research
• Private event venues
• Animal species recovery

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue source from general admission tickets, with youth pricing (ages 4-12) and free admission for children 3 and under. Tickets sold online in advance or at walk-up gates.
2. Memberships: Annual membership programs including Individual ($99), Individual Plus ($149), Dual Plus ($199), Family ($249), and Family Plus ($299) levels. Includes unlimited access, half-price guest passes, and exclusive member benefits.
3. Donations and Grants: Tax-deductible charitable contributions as a 501(c)(3) nonprofit organization. Includes donor circles starting at $350, corporate partnerships, and grant funding.
4. Private Events: Revenue from hosting corporate gatherings, weddings, and parties at the aquarium venue. Features exclusive catering by Sea View Catering.
5. Food and Beverage: Seattle Aquarium Café and Barney's Snack Shack, plus beer partnership with Old Stove Brewing Co. for One Ocean Tropical Pale Ale.
6. Retail/Gift Shop: Two gift shops selling educational books, plush animals, toys, apparel, jewelry, and souvenirs.
7. Educational Programs: Revenue from school programs, summer camps, and public programs including Beach Naturalist and Marine Summer Camp.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Seattle Aquarium is a nonprofit 501(c)(3) public aquarium operating a three-building waterfront campus on Pier 59, Pier 60, and the Ocean Pavilion in Seattle, Washington. The institution offers general admission visits with animal exhibits, hands-on marine education programs, VR experiences, conservation research, species recovery initiatives, private event hosting, on-site dining, and retail through gift shops. Revenue is generated primarily via ticket sales, memberships, donations, grants, educational programs, and private events.

Product overview

Seattle Aquarium operates as a nonprofit 501(c)(3) institution consisting of three interconnected buildings on Seattle's historic waterfront: historic Pier 59 (original aquarium with Window on Washington Waters, touch pools, and Caring Cove play space), Pier 60 (marine mammals, birds, Underwater Dome, and Veterinary Care Center), and the Ocean Pavilion (tropical marine life from the Coral Triangle). The aquarium offers a unified experience combining animal exhibits, daily presentations, educational programs, and conservation initiatives. Paid add-on experiences include the Undersea Explorer VR Experience ($9), One Ocean Hall multimedia presentations, Discovery Lab interactive activities, and private event hosting services. The facility operates a membership program with multiple tiers, runs the After Hours 21+ evening events, and provides dining through the Seattle Aquarium Café and Barney's Snack Shack. Conservation work spans species recovery, marine research, and policy advocacy. Live animal webcams provide remote access to exhibits.

Differentiator

Problem solved

Functional benefit

Products and services

• Seattle Aquarium Campus (General Admission) A three-building waterfront aquarium campus offering hands-on marine animal exhibits, daily animal presentations, touch pools, and conservation education focused on the Puget Sound, Salish Sea, and Coral Triangle regions.
• Membership Programs Annual memberships providing unlimited access to the aquarium across tiered levels (Individual $99, Individual Plus $149, Dual Plus $199, Family $249, Family Plus $299) with member-only benefits such as guest passes, discounts, and early openings.
• Private Event Hosting Private event services at aquarium venues for corporate events, weddings, and celebrations, featuring underwater dome views, customizable catering by Sea View Catering, and sustainability-focused event practices.
• After Hours Events Monthly evening events for adults aged 21 and older providing after-hours aquarium access with food and beverages available for purchase, plus themed After Hours Premier events three times per year.
• Educational Programs Educational programming for schools and the public including daily animal presentations, on-site classes, self-guided visits, homeschool opportunities, Beach Naturalist, Marine Summer Camp, Lightning Talks, and Toddler Time.

Quantifiable outcome

• 70+ partner organizations in ReShark coalition restoring endangered shark and ray populations globally
• +1 more outcomes

Named customers4 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

AI capability3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Port of SeattlecoreStrategic or Co-development Partner · 29 July 2024Research partnership focused on kelp forest monitoring using AI and remotely operated vehicles (ROVs) to augment diver surveys for environmental monitoring of port waterways. Part of the Port's Smart Ports initiative integrating AI and emerging technologies into port operations.
• ReShark CoalitioncoreStrategic or Co-development PartnerFirst-of-its-kind global coalition to restore endangered shark and ray populations. Includes 70+ nonprofit, academic and government partners. The Seattle Aquarium helped launch this coalition, with the first project focused on recovering Indo-Pacific leopard sharks in Indonesia.
• Sea View Catering / OVG HospitalitycoreImplementation/ SI/ Consulting PartnerExclusive culinary partner for the Seattle Aquarium, specializing in exceptional dining experiences with sustainable sourcing. Part of OVG Hospitality brand, handling all private events, weddings, and corporate gatherings.
• Old Stove Brewing Co.minorGTM or Marketing PartnerBeer partnership producing One Ocean Tropical Pale Ale. Proceeds from sales support the aquarium's conservation mission. Available at Seattle Aquarium Café and at Old Stove's Pike Place location.
• King County MetrominorGTM or Marketing PartnerTransit partnership offering free fare on Link light rail, Metro buses, and other transit services. Provides 600 points or $6 worth of transit coverage for roundtrip visits, encouraging sustainable transportation to the aquarium.
• Seattle Public Library and King County Library SystemminorGTM or Marketing PartnerPublic library admission program allowing cardholders to reserve free admission vouchers for the aquarium and other participating attractions.
• Washington State Department of Social and Health ServicesminorGTM or Marketing PartnerPartnership providing complimentary admission tickets or discounted annual memberships to qualifying foster and kinship families.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Monterey Bay Aquarium: Nonprofit AZA-accredited aquarium on California's central coast with a comparable exhibit portfolio (Pacific marine life, conservation research) and similar reliance on tickets, memberships, and donations.
• Shedd Aquarium: Major nonprofit AZA-accredited aquarium in Chicago with a similar scale of operations, membership tiers, private event business, and conservation/research focus.
• Georgia Aquarium: One of the largest aquariums in the U.S., comparable in scale, ticket/membership revenue model, private events, and AZA-accredited exhibit portfolio.
• National Aquarium (Baltimore): Nonprofit AZA-accredited aquarium with comparable exhibit mix, tiered memberships, conservation programming, and waterfront tourism positioning.
• New England Aquarium: Boston-based nonprofit AZA-accredited aquarium with comparable exhibit breadth, membership program, conservation research, and waterfront urban setting.
• Aquarium of the Pacific: Long Beach, CA nonprofit aquarium with comparable Pacific-focused exhibits, membership tiers, education programs, and event hosting.
• Oregon Coast Aquarium: Nonprofit AZA-accredited regional aquarium on the Oregon coast with similar Pacific Northwest species focus and smaller scale than Seattle.
• Birch Aquarium at Scripps: San Diego-based public aquarium affiliated with Scripps Institution of Oceanography with comparable research/conservation focus and Pacific marine exhibits.

Regional players

• Vancouver Aquarium: Nonprofit aquarium in Vancouver, BC with overlapping Pacific Northwest marine focus; competes indirectly for regional visitation but operates in a different country/market.

Emerging players

• The Maritime Aquarium at Norwalk: Smaller-scale nonprofit aquarium in Connecticut with a Long Island Sound focus and a comparable education + conservation + ticketed admissions model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@seattleaquarium
• Facebookfacebook.com/Aquarium.Seattle
• LinkedInlinkedin.com/company/seattle-aquarium
• Instagraminstagram.com/seattleaquarium
• TikToktiktok.com/@seattleaquarium_official
• Xx.com/SeattleAquarium

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Seattle Aquarium