Aquarium of the Pacific

What Aquarium of the Pacific does

The Aquarium of the Pacific is a 501(c)(3) nonprofit destination aquarium and marine education institution headquartered at 100 Aquarium Way in Long Beach, California. Founded in June 1998, the organization operates a single physical facility housing more than 12,000 animals across over 100 exhibits and 19 major habitats, including a 350,000-gallon Tropical Reef Habitat, the LEED Platinum-certified Molina Animal Care Center, and the Pacific Visions immersive theater wing. Revenue is generated through a diversified mix of timed-entry general admission tickets ($34.95–$49.95) with premium ticket-bundling products, six tiers of annual memberships ($109–$299) providing recurring-fee lock-in, tax-deductible donations anchored by an annual Blue Whale Gala and Pacific Circle donor circle, on-site food and beverage via SAVOR, the Pacific Collections gift store, fee-based animal encounters and boat adventures, private event rental, group sales, and education programs including summer camps, school field trips, and a dual-enrollment college-credit partnership with Orange Coast College.

The organization pursues a hybrid mission of entertainment, conservation, and education. It runs breeding, rescue, and reef restoration programs in partnership with SECORE International and NOAA Fisheries, publishes a free Marine Species Report Card tracking 30 California marine species, and operates an Animal Welfare Committee that conducts semi-annual cross-departmental welfare reviews. Access to marine science and immersive content is extended beyond the physical site through a mobile visitor-guide app, 24/7 webcams (penguin habitat, shark lagoon, tropical reef, blue cavern) via Explore.org, an Online Academy for virtual field trips, and accessibility innovations including Ultraleap mid-air virtual touch technology, KultureCity sensory inclusion, and Epson closed-captioning glasses. In April 2026 the aquarium earned AZA accreditation following an independent multi-day review, and in November 2025 it appointed Jeffrey Flocken, formerly President of Humane Society International, as President and CEO.

Distribution is direct-to-consumer at the physical site, supplemented by tour-operator and hotel-package partnerships (e.g., Courtyard by Marriott Long Beach Downtown), combo-ticket relationships with the Queen Mary and Los Angeles Zoo, group-sales channels for parties of 10 or more, and a network of digital touchpoints for remote engagement. Major institutional and corporate supporters include Honda as founding sponsor of Pacific Visions, Boeing funding wetlands restoration, and the Annenberg and Ahmanson Foundations sponsoring conservation exhibits. The visitor base spans local Southern California families and tourists, K–12 schools and homeschool networks, corporate event clients, private event hosts, and conservation-minded donors, with no single customer or partner appearing to constitute a material concentration of revenue.

Name

Aquarium of the Pacific

Legal name

Aquarium of the Pacific

Website

https://aquariumofpacific.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

The Aquarium of the Pacific is a 501(c)(3) nonprofit destination aquarium in Long Beach, California, founded in 1998. It operates 100+ exhibits with 12,000+ animals, serving families, schools, corporate clients, and conservation donors through admissions, memberships, and education programs.

Ownership category

akta.pro rank

Product category

Public Aquarium and Marine Education Center

NAICS

Zoos and Botanical Gardens (712130), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching) (THAAAAAJ)

akta.pro secondary industries

Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD), Whale Watching & Marine Mammal Tours (THAAAIAC)

Keywords

• Public aquarium services
• Marine conservation education
• Wildlife viewing experiences
• Aquarium membership programs
• Animal encounter tours

Headquarters

HQ city

Long Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Tickets: Timed entry tickets purchased by visitors for general admission to the aquarium exhibits, with tiered pricing for adults, children, and seniors.
2. Membership Program: Annual membership tiers (Plus, Family, Dual, Individual, Senior) providing unlimited free visits for 12 months with member benefits including discounts on parking, food, gifts, and exclusive event invitations.
3. Donations and Fundraising: Tax-deductible donations supporting conservation and education programs, including the Pacific Circle donor circle, adopt-an-animal programs, planned gifts, and annual fundraising events such as the Blue Whale Gala.
4. Food and Beverage: On-site dining at Café Scuba, Bamboo Bistro, Blue Whale Café Coffee Cart, and Bar Fresh, operated by SAVOR with sustainable seafood and plant-based options.
5. Gift Store: Pacific Collections Gift Store selling plush animals, apparel, jewelry, housewares, toys, books, and artwork featuring ocean and marine life themes.
6. Event Hosting and Space Rental: Private event venues for corporate events, weddings, proms, birthdays, picnics, and meetings in various Aquarium spaces including the Great Hall and Pacific Visions Theater.
7. Animal Experiences: Additional fee experiences including VIP packages, animal encounters (penguin, seals and sea lions, sharks and rays), whale watching boat cruises, harbor tours, and animal feeding programs.
8. Group Sales and Corporate Partnerships: Discount programs for groups of 10+, corporate discounts, eTicket programs, and prepayment ticket programs for organizations.
9. Education Programs: School field trips, camps (Ocean Adventure, Coastal Explorer, Junior Biologist, Sea Squirts), workshops, and the Orange Coast College dual enrollment course offering college credits.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

The Aquarium of the Pacific operates a public aquarium and marine education center in Long Beach, California, housing 12,000+ animals across 100+ exhibits and 19 major habitats. It sells timed-entry general admission tickets, annual memberships, supplementary paid experiences (animal encounters, boat adventures such as whale watching and harbor tours, and animal feeding), seasonal education programs (summer camps, school field trips, virtual learning), and private event venue rentals. Ancillary on-site services include Café Scuba dining operated by SAVOR and the Pacific Collections gift store.

Product overview

The Aquarium of the Pacific is a 501(c)(3) non-profit organization operating as a public aquarium and marine education center. The organization offers a single, unified visitor experience centered on aquarium admission tickets and annual memberships, with supplementary paid experiences including Animal Encounters (penguin, seal, shark/ray), Animal Feeding Experiences (lorikeet, moon jelly), and Boat Adventures (whale watch, harbor tours). The facility houses over 100 exhibits featuring more than 12,000 animals across 19 major habitats, including flagship exhibits like Jelly Dreamscapes, Pacific Visions, Shark Lagoon, Sea Otter Habitat, and the June Keyes Penguin Habitat. Educational programming includes summer camps, virtual learning, and school field trips, while conservation efforts are supported through the Marine Species Report Card and community science initiatives. Ancillary offerings include event hosting for corporate and private functions, Café Scuba dining, Pacific Collections gift store, and digital products such as the Visitor Guide Mobile App and Exhibit Webcams. The organization generates revenue primarily through ticket sales, memberships, donations, and venue rentals.

Differentiator

Problem solved

Functional benefit

Products and services

• Aquarium Admission Tickets Timed-entry general admission to the public aquarium with tiered pricing for adults, children, and seniors, plus premium package upgrades (VIP, Whale Watch, Harbor Tour, Los Angeles Zoo combo, Queen Mary combo). Intended for general public visitors and tourists.
• Annual Membership Program Annual membership tiers (Plus $299, Family $249, Dual $179, Individual $119, Senior Dual $169, Senior Individual $109, Add-on $79) providing 12 months of unlimited free admission and member benefits including discounts on parking, dining, gifts, and exclusive events. For repeat individual visitors and families.
• Animal Encounters Paid interactive animal experiences including Penguin Encounters, Seals and Sea Lions Encounters, and Shark and Ray Encounters for up-close, supervised animal interactions.
• Animal Feeding Experiences Hands-on feeding experiences such as Lorikeet Forest nectar feeding ($5 per cup), Moon Jelly feeding ($3 per cup or 2 for $5), and other interactive feeding opportunities.
• Boat Adventures Ocean voyages including Whale Watch cruises for whales, dolphins, seals, and sea lions, and 45-minute Harbor Tours around Long Beach/Los Angeles harbors, offered individually and as combo packages with general admission.
• Education Programs Educational offerings for children and students including Summer Camps (Ocean Adventure, Coastal Explorer, Junior Biologist, Sea Squirts, Fish Fry), Ocean Investigators, Big Fish Little Fish, Onsite Field Trips, Aquarium on Wheels, and Teacher Resources aligned with curriculum standards.
• Virtual Learning / Online Academy Online Academy streaming educational content, virtual field trips, and remote learning programs for school groups, homeschool students, and lifelong learners unable to visit in person.
• Event Hosting and Venue Rental Private event venue rental for corporate events, weddings, birthdays, proms, picnics, and meetings in aquarium spaces including the Great Hall and Pacific Visions Theater, with catering by SAVOR.
• Café Scuba On-site Dining On-site restaurant operated by SAVOR at the aquarium serving sustainable seafood certified by the Marine Stewardship Council plus plant-based options, with additional outlets Bamboo Bistro, Blue Whale Café Coffee Cart, and Bar Fresh.
• Pacific Collections Gift Store Gift shop selling plush animals, apparel, jewelry, housewares, toys, books, and artwork featuring ocean and marine life themes, including items from local artists and artisans.
• Group Sales and Corporate Discount Programs Discount ticket programs for groups of 10 or more, corporate and association discounts, union discounts, eTicket prepayment programs, and tour operator partnerships.

Quantifiable outcome

• Raised over $900,000 at Blue Whale Gala 2026
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

13 partnerships are on record, tiered core, minor, unique and founding sponsor.

• SAVORcoreStrategic or Co-development PartnerSAVOR serves as the Aquarium's in-house caterer providing sustainable, chef-crafted dining at Café Scuba and other food venues. They offer environmentally friendly and sustainable seafood certified by the Marine Stewardship Council and plant-based food options.
• SECORE InternationalcoreStrategic or Co-development PartnerNonprofit organization dedicated to restoring damaged reefs in Guam and Palau. Aquarium coral experts have partnered with SECORE to help rebuild reefs and learn techniques for culturing corals at the Aquarium.
• Orange Coast CollegecoreStrategic or Co-development PartnerEducational partnership offering a Fall 2026 hybrid course called Ocean Conservation and Community Science where high school and college students can earn three transferable college credits.
• Long Beach TransitminorGTM or Marketing PartnerLong Beach Transit provides the FREE Passport bus serving downtown Long Beach, the Aquarium, and the Queen Mary with arrivals every 8-12 minutes.
• Explore.orgminorGTM or Marketing PartnerProvides live 24-hour webcam streaming for penguin habitat (above and below water) courtesy of explore.org, enabling global virtual access to exhibits.
• UltraleapuniqueTechnology or IntegrationLeading 'virtual touch' technology firm that developed mid-air touch devices for the Honda Pacific Visions Theater, allowing deaf and blind visitors to feel the film using ultrasonic speakers that project shapes, textures, and effects onto hands.
• KultureCitycoreStrategic or Co-development PartnerSensory inclusion partnership providing resources and accommodations for guests with sensory processing disorders, including sensory bags with noise-canceling headphones and fidget tools.
• Hondafounding sponsorGTM or Marketing PartnerHonda is the founding sponsor of the Pacific Visions wing and Honda Pacific Visions Theater. The theater features rumbling seats and the company supports the Aquarium's educational mission.
• Miller Children's Hospital at Long Beach Memorial Medical CenterminorStrategic or Co-development PartnerHealthcare partnership allowing children in the hospital to watch live video feed of Aquarium staff working in the Molina Animal Care Center and interact with veterinarians.
• San Gabriel and Lower Los Angeles Rivers and Mountains ConservancycoreStrategic or Co-development PartnerCollaborated on Our Water Future exhibit funded by the conservancy in collaboration with Long Beach Water Department to teach visitors about water conservation.
• Long Beach Water DepartmentcoreStrategic or Co-development PartnerCollaborated on Our Water Future exhibit to teach visitors about Southern California's water supply and conservation.
• Courtyard by Marriott Long Beach DowntownminorGTM or Marketing PartnerHotel partnership providing package deals combining aquarium admission with hotel stays for visitors.
• NOAA FisheriescoreStrategic or Co-development PartnerSupporting partner for Southern California Steelhead Story exhibit, providing expertise on endangered species conservation.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SEA LIFE: International chain of branded aquariums operated by Merlin Entertainments; overlaps on exhibit-based marine experiences and educational offerings but with a for-profit, multi-site global model.
• SeaWorld San Diego: Larger for-profit marine-themed entertainment operator that overlaps on animal encounters, marine exhibits, and educational shows but operates as a broader amusement park rather than a mission-focused non-profit aquarium.

Direct peers

• New England Aquarium: Boston-based non-profit aquarium with similar operations, AZA accreditation, membership tiers, marine education, and conservation mission profile.
• Monterey Bay Aquarium: California-based non-profit public aquarium with similar mission-driven marine conservation focus, comparable AZA accreditation, similar membership and ticket revenue model, and overlapping education programming.
• Georgia Aquarium: Large Atlanta-based non-profit public aquarium with comparable facility scale, animal encounter offerings, corporate sponsorships, and destination-attraction positioning.
• National Aquarium: Baltimore-based non-profit public aquarium offering a comparable mix of habitat exhibits, education, conservation programming, and visitor services to Aquarium of the Pacific.
• Audubon Aquarium of the Americas: New Orleans-based aquarium operating within a larger nature institute, with comparable animal encounter programming, school group outreach, and destination-attraction visitor model.
• Tennessee Aquarium: Chattanooga-based non-profit freshwater and saltwater aquarium combining habitat exhibits, education, and conservation programs on a scale and operating model closely comparable to Aquarium of the Pacific.
• Shedd Aquarium: Major Chicago-based non-profit public aquarium operating with similar scale, multi-tier membership program, AZA accreditation, exhibit-driven revenue model, and educational outreach comparable to Aquarium of the Pacific.
• Birch Aquarium at Scripps: San Diego aquarium affiliated with Scripps Institution of Oceanography, offering comparable Pacific-focused exhibits, education programs, and small-animal encounter experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aquariumpacific
• YouTubeyoutube.com/aquariumofthepacific
• Facebookfacebook.com/aquariumofthepacific
• LinkedInlinkedin.com/company/aquarium-of-the-pacific
• Instagraminstagram.com/aquariumpacific
• TikToktiktok.com/@aquariumpacific

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 Aquarium of the Pacific