Atlanta Botanical Garden

What Atlanta Botanical Garden does

Atlanta Botanical Garden is a nonprofit botanical garden founded in 1976, headquartered at 1345 Piedmont Avenue in Midtown Atlanta adjacent to Piedmont Park, with a secondary 5-acre campus in Gainesville, Georgia. The institution develops and maintains plant collections for display, education, research, and conservation, anchored by the Dorothy Chapman Fuqua Conservatory, the Fuqua Orchid Center (16,000 sq. ft., ranked second globally for ex situ orchid taxa with 2,000 species), and five Nationally Accredited Plant Collections (Acer, Magnolia, Sarracenia, Gongora, Stanhopea). Iconic physical assets include the 40-foot Kendeda Canopy Walk (the largest tree canopy-level suspended walkway of its kind in the United States), the largest permanent Dale Chihuly collection in a southeastern botanical garden, and the Earth Goddess living sculpture comprising 18,000 live annuals. The Garden operates a Southeastern Center for Conservation with genetics lab, seed bank, and tissue culture capabilities, alongside an International Plant Exploration Program and amphibian conservation work.

The business model is multi-stream and consumer-facing. Direct-to-consumer revenue is generated through date-specific general admission tickets, a multi-tier membership program ($80 Individual to $12,000 Orchid Circle) providing reciprocal access to 380+ gardens via the American Horticultural Society, and premium signature exhibitions such as Garden Lights, Holiday Nights and Atlanta SUPER Blooms!. Secondary streams include private event rentals across 14 venues, full-service dining at Longleaf restaurant, gift shop retail, school and adult group tours, classes and educational programming, and a fundraising program that accepts stock gifts, planned giving, and corporate sponsorships. Go-to-market combines online ticketing, walk-up admission, and event-driven demand catalysts anchored by presenting sponsors Delta Air Lines and Invesco QQQ. The Garden is currently in its 50th anniversary year (2026) with flagship Niki de Saint Phalle exhibition and an active Beltline expansion of nearly eight acres underway.

Name

Atlanta Botanical Garden

Legal name

Atlanta Botanical Garden

Website

https://atlantabg.org

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

251–500 employees

Short description

Atlanta Botanical Garden is a nonprofit botanical garden founded in 1976 operating in Atlanta and Gainesville, Georgia, offering plant collections, conservation research, educational programming, dining, retail, and venue rentals to visitors, members, school groups, and private event clients.

Ownership category

akta.pro rank

Product category

Botanical Garden and Cultural Attraction Services

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Botanical garden operations
• Plant conservation research
• Horticulture education programs
• Museum event venue rental
• Nonprofit membership attraction

Headquarters

HQ city

Atlanta

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, Supply Chain, Technology or R&D, Others

Revenue model

1. General Admission Tickets: Daytime admission fees for individual visitors. Tickets are date-specific with optional FLEX upgrade for weather-related rescheduling. A $5 processing fee applies to all online or phone orders.
2. Membership Subscriptions: Annual membership tiers ranging from $80 (Individual) to $12,000 (Orchid Circle). Includes unlimited daytime admission, guest passes, member events, discounts, and reciprocal privileges at 380+ gardens. Membership is a key recurring revenue stream.
3. Private Event Rentals: Revenue from hosting weddings, corporate events, social celebrations, and private gatherings at various Garden venues including Rose Garden, Japanese Garden, Day Hall, Mershon Hall, and other event spaces.
4. Dining Services: Full-service dining at Longleaf restaurant, Quick Café grab-and-go, and Magnolia Bistro. Garden admission required for restaurant dining.
5. Gift Shop Sales: Retail merchandise including plants, garden accessories, books, and branded items. Members receive 10% discount daily, up to 20% during member events.
6. Group Tours and Classes: Docent-led and self-guided group tours for adults ($26.95-$29.95) and school groups. Educational programming including art classes, gardening workshops, and chef demonstrations.
7. Donations and Grants: Nonprofit funding from members, individuals, and corporate partners. Accepts gifts of stock, planned giving, and corporate sponsorships. Donations are tax-deductible.
8. Special Event Tickets: Premium ticketed events including Summer Party ($65-$105), Garden Lights Holiday Nights, Cocktails in the Garden, and seasonal festivals like Fest-of-Ale and Great Pumpkin-Carving Festival.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Atlanta Botanical Garden operates two nonprofit botanical garden locations (Atlanta and Gainesville, Georgia) featuring curated plant collections, conservatories, art installations, and outdoor gardens for public visitation. Its core offerings include general admission ticketing, multi-tier annual memberships, seasonal exhibitions (Chihuly, Niki de Saint Phalle), educational programming for adults and children, school and group tours, private event venue rentals, on-site dining at Longleaf Restaurant, retail at the Garden Gift Shop, and conservation research through the Southeastern Center for Conservation.

Product overview

The Atlanta Botanical Garden operates as a nonprofit botanical garden with two locations (Atlanta and Gainesville, GA), offering a portfolio of visitor experience products including general admission tickets and membership programs at multiple price tiers (Individual through Orchid Circle). The organization provides educational programming (adult classes, children's programs, school tours), dining services (Longleaf Restaurant, Quick Café, Magnolia Bistro), retail (Garden Gift Shop), and venue rentals for private events. Conservation efforts are centered in the Fuqua Orchid Center and Southeastern Center for Conservation. The Garden features significant art collections including the largest permanent Dale Chihuly display in the Southeast, plus rotating exhibitions like the current Niki in the Garden. Digital offerings include an interactive Garden map and online ticketing/membership systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Atlanta Garden General Admission

Quantifiable outcome

• 380+ reciprocal garden privileges through American Horticultural Society
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Food Well AlliancecoreStrategic or Co-development PartnerPartnership with Food Well Alliance for the Plant. Eat. Repeat. workshop series at metro-Atlanta community gardens. This community engagement initiative explores seed selection, collecting, preparing and storing seeds to build confidence in regenerative agriculture practices.
• American Horticultural SocietycoreStrategic or Co-development PartnerMember of the American Horticultural Society's Reciprocal Admission Program, providing complimentary daytime admission to members of 380+ participating gardens, arboreta and conservatories across North America.
• Niki Charitable Art FoundationflagshipGTM or Marketing PartnerPrimary lender for the 50th anniversary Niki in the Garden exhibition featuring 40 works by Niki de Saint Phalle, the largest showing of her art in North America. Most pieces on loan from the Foundation, others from private collections.
• De Vrooman Garden ProductsflagshipStrategic or Co-development PartnerCollaboration with Jack de Vrooman of De Vrooman Garden Products, a major bulb supplier for Keukenhof Gardens in the Netherlands, to design the 50th anniversary Atlanta SUPER Blooms display featuring 139,000+ bulbs.
• Jack de VroomanflagshipStrategic or Co-development PartnerHorticultural designer who collaborated with Garden staff on the 50th anniversary Atlanta SUPER Blooms display, designing a Keukenhof-inspired display with 51 varieties in dramatic color waves.
• Keukenhof GardensminorOthersWorld-renowned Dutch gardens that inspired the design of the Atlanta SUPER Blooms 50th anniversary display through collaboration with their major bulb supplier De Vrooman Garden Products.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Huntington Library, Art Museum, and Botanical Gardens: California-based cultural institution combining botanical gardens, library, and art collections with major event programming and membership tiers — directly analogous in combining plant collections, art installations (like Chihuly), and signature exhibitions.
• Chicago Botanic Garden: 385-acre nonprofit botanical garden operating 27 display gardens, a major plant conservation science program, and extensive education/event programming — comparable in scale and operational breadth to Atlanta Botanical Garden.
• Longwood Gardens: Premier horticultural display garden in Pennsylvania with extensive conservatories, signature seasonal light shows, ticketed events, dining, and membership tiers — a comparable destination garden with overlapping event and membership revenue model.
• Missouri Botanical Garden: St. Louis-based nonprofit botanical garden with major plant collections, the Shaw Nature Reserve, conservation research, signature seasonal events (Garden Glow), and a membership/event/dining revenue mix closely mirroring Atlanta Botanical Garden.
• Denver Botanic Gardens: Urban nonprofit botanical garden with multiple satellite locations (including a Chatfield Farms site), major event programming, and a comparable membership/events/conservation revenue structure to Atlanta Botanical Garden.
• New York Botanical Garden: One of the largest and most prominent botanical gardens in the U.S., operating 250 acres of display gardens, a major research and conservation program, and extensive event rentals and educational programming — directly comparable to Atlanta Botanical Garden across scale, mission, and revenue mix.
• United States Botanic Garden: Federally operated botanical garden on the National Mall with conservatories, themed plant collections, and educational programming — comparable mission and visitor experience, though federally funded rather than nonprofit-funded.

Others

• American Horticultural Society: National nonprofit that operates the Reciprocal Admission Program connecting 380+ gardens (including Atlanta Botanical Garden); serves as a network infrastructure provider and industry body rather than a direct competitor.

Regional players

• Zoo Atlanta: Atlanta's nonprofit zoo located adjacent to Atlanta Botanical Garden in Grant Park; competes for the same family/tourist discretionary spend and shared transit access, making it the most direct local competitor for Atlanta leisure visitors.

Broad incumbents

• Smithsonian Gardens: Operates the gardens and grounds across the Smithsonian's museums and the National Zoo, with a wider institutional scope than Atlanta Botanical Garden but overlapping mission in plant conservation, public display, and education.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AtlBotanical
• Facebookfacebook.com/atlantabotanicalgarden
• Instagraminstagram.com/atlbotanical
• LinkedInlinkedin.com/company/atlanta-botanical-garden

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Atlanta Botanical Garden