Discovery Place

What Discovery Place does

Discovery Place is a 501(c)(3) nonprofit organization founded in 1947 that operates a network of four interactive science, nature, and design museums across three cities in the Carolinas: Discovery Place Science (with the Charlotte IMAX Dome Theatre) in Charlotte, the Charlotte Museum of Nature currently under construction at Freedom Park (expected opening 2026), Discovery Place Kids-Huntersville, and Discovery Place Kids-Rockingham. The organization serves more than 750,000 visitors annually through museum visits, traveling exhibitions (Brick Masters Studio, Becoming Jane, Boxopolis, Gabby's Dollhouse MEOWseum), field trips, educator professional development, community outreach (including NASA Community Space Stations), and membership-based access, with a stated mission to bring science, nature, and design together to create transformative learning experiences. Its primary customer segments are families with children, pre-K–12 students and educators, underserved WIC/EBT-eligible families (through the $75 Welcome Program), and the broader Carolinas public.

The organization's core product is its physical museum network supplemented by traveling exhibitions, outreach programs, and a membership program. Underlying technology includes interactive STEM exhibits, a state-of-the-art IMAX Dome Theatre, a Planetarium, 300+ live animal species integrated into programming, a Tech Innovation Lab featuring a GenAI Avatar and TogetherTales AI-powered story generation wall (powered by Infosys Foundation USA), augmented reality activities in traveling exhibitions, and a Blackbaud-powered ticketing system integrated with Google Analytics and FullStory for visitor analytics. The AI/AR features are partner-provided rather than proprietary, and no in-house AI research or model development is disclosed.

Discovery Place generates revenue through museum admissions, annual memberships (including the $75 Welcome Program tier covering up to six family members), special exhibitions, programs and events (camps, birthday parties, field trips), retail and concessions, parking, and donations and grants from foundations, corporations, and individuals. Major financial supporters include Bank of America, Foundation for the Carolinas, LEGO Systems, and Infosys at the $100,000+ level. Go-to-market is event-driven and community-led: visitors are acquired through in-person visits, school and educator partnerships, seasonal events (NC Science Festival, City Nature Challenge), press and social channels (Facebook, Twitter, Instagram, YouTube), and direct outreach into underserved communities across Charlotte, Huntersville, Cornelius, Rockingham, and Rock Hill.

Name

Discovery Place

Legal name

Discovery Place, Inc.

Website

https://discoveryplacemuseums.org

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

101–250 employees

Short description

Discovery Place is a 501(c)(3) nonprofit operating four science and nature museums across three Carolinas cities, delivering hands-on STEM education to 750,000+ visitors annually through exhibits, traveling exhibitions, outreach programs, and membership-based access including the Welcome Program for underserved families.

Ownership category

akta.pro rank

Product category

Science Museum and STEM Education

NAICS

Museums (712110), Museums (71211), Zoos and Botanical Gardens (712130)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Science & Technology Museums (THAJADAD)

akta.pro secondary industries

Space & Astronomy Programs (EDAMABAE), Science Camps & Field Programs (Nature, Space, Marine, Geology) (EDAMABAB)

Keywords

• Hands-on science museum
• STEM education programs
• Children's museum experiences
• Nature and science exhibits
• Interactive learning destinations

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Museum Admission: Revenue from general admission tickets to Discovery Place Science and other museums. Free admission for members.
2. Membership Programs: Annual memberships providing free unlimited admission, discounted IMAX documentaries, 20% off concessions, members-only events, pre-sale access to camps, discounted birthday parties, and 25% off guest tickets. Welcome Program offers $75 memberships for up to 6 people for WIC/EBT families.
3. Special Exhibitions: Revenue from temporary exhibitions like Brick Masters Studio (LEGO), Becoming Jane (Dr. Jane Goodall), Boxopolis, and Gabby's Dollhouse MEOWseum.
4. Programs and Events: Revenue from summer camps, birthday parties, field trips, outreach programs, Science on the Rocks events, and special programming.
5. Retail and Concessions: Revenue from museum stores, gift shops, and concessions (20% discount for members).
6. Parking: $9.95 parking at Discovery Place Science for members.
7. Donations and Grants: Charitable contributions from individuals, foundations, corporations, and government grants supporting museum operations, exhibitions, and community programs.
8. Campaign Donations: Specific campaigns like Rose or Roach ($5 donations) supporting animal care and Living Collections team.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Discovery Place operates a network of four interactive science and nature museums across the Carolinas, including Discovery Place Science (with IMAX Dome Theatre), Charlotte Museum of Nature (opening 2026), and two Discovery Place Kids locations. The organization delivers hands-on STEM education through museum visits, traveling exhibitions (such as Brick Masters Studio and Becoming Jane), school field trips, outreach classes, summer camps, and membership programs including the Welcome Program for underserved families. It supplements its offering with community programs like NASA Community Space Stations and the Tech Innovation Lab powered by Infosys Foundation USA.

Product overview

Discovery Place is a 501(c)(3) nonprofit network of four distinct museums serving the Carolinas, comprising Discovery Place Science (with Charlotte IMAX Dome Theatre), the Charlotte Museum of Nature (opening 2026), Discovery Place Kids-Huntersville, and Discovery Place Kids-Rockingham. The organization offers hands-on STEM education through museum visits, traveling exhibitions (such as Brick Masters Studio and Becoming Jane), outreach classes, field trips, and membership programs including the Welcome Program for underserved families. Recent additions include the Tech Innovation Lab powered by Infosys and NASA Community Space Stations programming. The museum network serves over 750,000 people annually.

Differentiator

Problem solved

Functional benefit

Products and services

• Discovery Place Science
• Charlotte Museum of Nature
• Discovery Place Kids-Huntersville
• Discovery Place Kids-Rockingham
• Discovery Place Membership
• Welcome Program
• NASA Community Space Stations
• Tech Innovation Lab
• Field Trips
• Outreach Classes
• Brick Masters Studio Exhibition
• Boxopolis Pop-up Experience
• Becoming Jane Exhibition
• Charlotte IMAX Dome Theatre

Quantifiable outcome

• Serves 750,000+ visitors annually through museum visits, educational programming, and community outreach
• +3 more outcomes

Named customers7 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

Integration3 records

AI capability7 records

Feature4 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Imagine (formerly Imagine Exhibitions)coreStrategic or Co-development Partner · 5 May 2026Imagine produces and presents Brick Masters Studio exhibition featuring over 100 sculptures built with 2 million LEGO pieces. Global leader in immersive storytelling and experiential design.
• Sean KenneycoreStrategic or Co-development Partner · 5 May 2026Award-winning artist using LEGO pieces as medium for contemporary sculpture. Recognized as one of the leading experts in the field. Creator of Brick Masters Studio exhibition.
• Science NorthcoreStrategic or Co-development Partner · 5 May 2026Science North developed science content for Brick Masters Studio exhibition. Northern Ontario's most popular tourist attraction and educational resource.
• DreamWorks AnimationcoreStrategic or Co-development Partner · 22 July 2025Collaboration with DreamWorks Animation to bring Gabby's Dollhouse MEOWseum Discovery Days tour to Discovery Place Science. Year-long partnership part of ACM and DreamWorks Animation initiative.
• Association of Children's Museums (ACM)coreStrategic or Co-development Partner · 22 July 2025ACM partnered with DreamWorks Animation to bring Gabby's Dollhouse to children's museums across the U.S. ACM supports children's museums with over 470 members in all 50 states and 19 countries.
• Town of MatthewscoreStrategic or Co-development Partner · 1 February 2025Partnership to bring new Discovery Place Kids museum to Matthews, NC. Town providing building space co-located with future rebuilt Matthews Elementary School.
• Mecklenburg CountycoreStrategic or Co-development Partner · 15 January 2025Public-private partnership between Mecklenburg County and Discovery Place for Charlotte Museum of Nature construction and operation.
• Liollio ArchitecturecoreImplementation/ SI/ Consulting Partner · 15 January 2025Architectural partner for Charlotte Museum of Nature planning and design.
• Hood Design StudiocoreImplementation/ SI/ Consulting Partner · 15 January 2025Architectural partner for Charlotte Museum of Nature planning and design.
• The Creative OrganizationminorStrategic or Co-development Partner · 15 January 2025Brand strategy and design consultancy developing Charlotte Museum of Nature's new visual identity and brand story. Offices in New York and London.
• Rodgers BuilderscoreImplementation/ SI/ Consulting Partner · 17 December 2024Construction partner leading building of Charlotte Museum of Nature.
• NASAcoreStrategic or Co-development Partner · 19 November 2024Discovery Place named NASA Community Anchor and awarded grant to develop NASA Community Space Stations programming. One of 13 institutions nationwide sharing $510,000 in NASA Community Anchor Award funds. Program engages students and families in NASA-themed educational experiences across the greater Charlotte region.
• Renaissance West STEAM AcademyminorStrategic or Co-development Partner · 19 November 2024Community partner in NASA Community Space Stations program in Charlotte.
• Winding Springs Elementary SchoolminorStrategic or Co-development Partner · 19 November 2024Community partner in NASA Community Space Stations program.
• Huntersville Elementary SchoolminorStrategic or Co-development Partner · 19 November 2024Community partner in NASA Community Space Stations program in Huntersville, NC.
• J.V. Washam Elementary SchoolminorStrategic or Co-development Partner · 19 November 2024Community partner in NASA Community Space Stations program.
• Richmond County SchoolsminorStrategic or Co-development Partner · 19 November 2024Community partner in NASA Community Space Stations program.
• The Catawba NationminorStrategic or Co-development Partner · 19 November 2024Community partner in NASA Community Space Stations program.
• National Geographic SocietycoreStrategic or Co-development Partner · 24 October 2024Partnered with National Geographic Society to produce Becoming Jane exhibition celebrating Dr. Jane Goodall's legacy. Global nonprofit using science, exploration, education and storytelling to illuminate and protect the wonder of the world.
• Jane Goodall InstitutecoreStrategic or Co-development Partner · 24 October 2024Partnered with Jane Goodall Institute for Becoming Jane exhibition. Global community-centered conservation organization founded in 1977 advancing Dr. Goodall's vision in over 30 countries.
• Infosys Foundation USAcoreStrategic or Co-development Partner · 29 August 2024Infosys Foundation USA opened Tech Innovation Lab at Discovery Place Science offering 11,000 free Infosys Springboard courses for upskilling in GenAI and STEM education. Features GenAI Avatar and TogetherTales AI-powered story generation wall.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• EdVenture: Children's museum in Columbia, SC, founded by Discovery Place CEO Catherine Horne's previous employer for 17+ years. Directly comparable as a Southeastern children's museum offering hands-on STEM learning, memberships, and field trip programming for Pre K-12 audiences.
• Marbles Kids Museum: Children's museum in Raleigh, NC, serving the Carolinas with hands-on exhibits for ages 0-10 and educational programs. Comparable as a regional peer in the same geography targeting similar family and school audiences with overlapping membership models.
• COSI (Center of Science and Industry): Major science center in Columbus, OH, offering hands-on STEM exhibits, IMAX/dome theater, traveling exhibitions, and school outreach. Comparable in operating model, scale (hundreds of thousands of annual visitors), and product mix.
• Carnegie Science Center: Pittsburgh-based science center with hands-on exhibits, IMAX theater, planetarium, and school programs. Closely comparable multi-venue science museum with similar visitor scale and educational programming focus.
• Pacific Science Center: Seattle-based science center with IMAX theater, planetarium, traveling exhibitions, and STEM education programs. Comparable in scale, exhibit-led model, and partnerships with national science institutions.
• Franklin Institute: Philadelphia-based science museum and education institution with hands-on exhibits, IMAX theater, and traveling exhibitions. Comparable as a leading regional science museum with similar programming and audience profile.
• Arizona Science Center: Phoenix-based science center with interactive exhibits, IMAX theater, planetarium, and STEM education programs. Comparable mid-sized regional science museum with similar business model and visitor profile.
• Liberty Science Center: Jersey City, NJ-based science center with hands-on exhibits, IMAX dome theater, planetarium, and school programs. Comparable multi-experience science center with traveling exhibitions and educational programming.
• Children's Museum of Indianapolis: Largest children's museum in the world, located in Indianapolis, with hands-on exhibits, family memberships, and school programs. Comparable in audience targeting (families with young children), membership model, and educational programming.

Broad incumbents

• Smithsonian Institution: National museum complex with multiple science museums (National Air and Space Museum, National Museum of Natural History). Comparable as a multi-museum science institution, though federally funded and serving a national rather than regional audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/DiscoveryPlaceMuseum
• Facebookfacebook.com/DiscoveryPlace
• Instagraminstagram.com/discoveryplacescience
• Xx.com/discoveryplace

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 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 Place