Forest Lawn

What Forest Lawn does

Forest Lawn Memorial-Park Association, founded in 1906 and headquartered in Glendale, California, is a privately held death-care services company operating six memorial parks and eleven mortuary and Advance Planning Center locations across Los Angeles, Orange, and Riverside Counties. The company provides integrated funeral services (Honor a Life packages ranging $9,800-$19,425), cremation services (Cremation Plus starting at $4,795, with tiered packages up to $12,070), cemetery property sales (ground burial, crypts, mausoleum spaces, cremation niches, gardens), on-site cremation facilities operated by certified crematory operators, and ancillary products including floral arrangements, urns, caskets, keepsake jewelry, and HD webcasting for remote attendees. The portfolio also includes a public Forest Lawn Museum (housing the Hall of the Crucifixion-Resurrection and significant statuary), three on-site churches, a flower shop, the Forest Lawn Academy of Mortuary Science work-study program, and grief support seminars.

The business operates a hybrid go-to-market combining sales-led field planning through licensed advisors and memorial counselors with self-serve web channels and community-based lead generation (lunch-and-learn seminars, heritage and grief support events, multilingual website in English, Spanish, and Chinese Traditional). Pre-need planning is structured as recurring insurance-funded contracts through National Guardian Life Insurance Company, while at-need and cemetery property purchases are one-time transactions. Multi-language staff coverage (Spanish, Armenian, Chinese, Korean, Vietnamese, Filipino) and culturally tailored services (Dia de los Muertos, Ching Ming, faith-specific ceremonies) explicitly target the diverse populations of Southern California. Operations are supported by a Vroozi-based "Forest Lawn Marketplace" procurement platform integrated with NetSuite ERP and Shopify across more than 1,000 suppliers, and an AI-powered NLP chatbot for customer inquiry triage. Leadership: Darin Drabing, President & CEO. The legal entity is Forest Lawn Memorial-Park Association (DBA: Forest Lawn Memorial-Parks & Mortuaries); a related subsidiary, Douglass & Zook Funeral and Cremation Services, operates as a wholly owned core operating subsidiary.

Name

Forest Lawn

Legal name

Forest Lawn Memorial-Park Association

Website

https://forestlawn.com

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Forest Lawn Memorial-Park Association is a privately held Southern California death-care company operating six memorial parks across Los Angeles, Orange, and Riverside Counties. It provides integrated funeral packages, cremation services, cemetery property sales, pre-need insurance-funded planning, and on-site cremation to multi-cultural families.

Ownership category

akta.pro rank

Product category

Funeral & Cemetery Services

NAICS

Cemeteries and Crematories (81222), Funeral Homes and Funeral Services (812210), Death Care Services (8122)

akta.pro primary industry

Monuments, Statues & Memorials (THAJACAB)

akta.pro secondary industries

Parks, Gardens & Botanical Attractions (THAJACAH), Religious Landmarks & Pilgrimage Sites (Temples, Churches, Shrines) (THAJACAG)

Keywords

• Funeral services
• Cremation services
• Cemetery properties
• Pre-need planning
• Memorial parks

Headquarters

HQ city

Glendale

HQ country

United States

HQ region

North America

Offices11 records

Markets served

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Cremation Services: One-time cremation services ranging from basic direct cremation to comprehensive packages including funeral services, cemetery placement, and personalization options. Prices range from $4,795 to $12,070.
2. Traditional Funeral Packages: All-inclusive funeral service packages (Harmony, Tradition, Heritage, Elegance) with varying levels of personalization, casket options, visitation, and ceremony features. Prices range from $9,800 to $19,425.
3. Cemetery Property Sales: Sale of memorial properties including ground burial plots, crypts, mausoleum spaces, cremation niches, and distinguished memorials. Properties vary by location with different price points.
4. Pre-need Planning Packages: Pre-planned funeral, cremation, and cemetery arrangements funded through whole life insurance from National Guardian Life Insurance Company. Provides peace of mind and protection from rising costs.
5. Flowers and Keepsakes: Sale of floral arrangements, cremation urns, caskets, keepsake jewelry, and personalization products through the on-site flower shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Forest Lawn Memorial-Parks & Mortuaries operates six memorial parks and eleven mortuary locations across Southern California (Los Angeles, Orange, and Riverside Counties), providing funeral, cremation, and cemetery services under one roof. Its core offerings include traditional funeral packages (Harmony, Tradition, Heritage, Elegance), Cremation Plus® cremation services, cemetery property (ground burial, crypts, mausoleum spaces, cremation niches), pre-need planning funded via whole life insurance, and on-site amenities such as chapels, churches, flower shops, and a museum.

Product overview

Forest Lawn Memorial-Parks & Mortuaries operates as a comprehensive death care services provider with six memorial park locations across Southern California. The company's product portfolio centers on funeral services (Honor a Life® packages: Harmony, Tradition, Heritage, Elegance), cremation services (Cremation Plus®), and cemetery property (ground burial, crypts, niches, gardens, distinguished memorials). These core services are complemented by on-site crematories, churches and chapels for ceremonies, the Forest Lawn Museum (housing world-renowned art and statuary), a flower shop, pre-planning services funded through insurance, and grief support resources. The company also offers an internal procurement platform (Forest Lawn Marketplace) for operations management. The portfolio integrates mortuary, cremation, cemetery property, memorial services, and support services into a unified offering across Los Angeles, Orange, and Riverside Counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Cremation Plus®
• Honor a Life® Funeral Service Packages
• Memorial Properties (Cemetery Property)
• Pre-Planning Services
• Funeral, Memorial, and Visitation Services
• HD Webcast Services
• Flowers and Keepsakes
• Grief Support Resources
• Forest Lawn Academy of Mortuary Science
• Forest Lawn Museum

Quantifiable outcome

• 4.9 out of 5 average customer rating across 5,786 reviews

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• VroozicoreTechnology or Integration · 18 February 2026Forest Lawn implemented Vroozi's procurement platform to manage organizational spend across more than 1,000 suppliers. The integration connects Vroozi with NetSuite ERP and Shopify, enabling automated inventory replenishment, purchase order generation from sales orders, and service procurement management. The implementation, branded as the 'Forest Lawn Marketplace,' represents the company's evolution since 2018 from manual paper-based procurement to fully digital, integrated operations.
• NetSuite (Oracle)coreTechnology or IntegrationERP system integrated with Vroozi procurement platform for financial management and operational oversight.
• ShopifycoreTechnology or IntegrationE-commerce platform integrated with Vroozi for inventory and order management across the Forest Lawn Marketplace.
• National Guardian Life Insurance Company (NGL)coreStrategic or Co-development PartnerForest Lawn pre-need funeral planning is funded through the purchase of whole life insurance from National Guardian Life Insurance Company, Madison, WI. Qualified Forest Lawn planning advisors are licensed and appointed as agents of NGL. NGL is not affiliated with The Guardian Life Insurance Company of America.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• StoneMor Partners: StoneMor is a publicly-traded owner and operator of cemeteries and funeral homes across the U.S. It is comparable to Forest Lawn as a multi-location death care operator with cemetery property as a core revenue driver.
• Carriage Services: Carriage Services is a publicly-traded death care company operating funeral homes and cemeteries across the U.S., with a comparable mix of property sales, funeral packages, and cremation services.
• Service Corporation International: SCI is the largest North American provider of funeral, cremation, and cemetery services, operating hundreds of locations across the U.S. and Canada including local SoCal brands (Dignity Memorial, Pierce Brothers). It is the broadest incumbent comparable to Forest Lawn's integrated death care offering.
• Dignity Memorial: Dignity Memorial is a national network of funeral homes and cemeteries operated by SCI, providing the same combination of funeral, cremation, and cemetery services as Forest Lawn but across a much broader geographic footprint.

Direct peers

• Pierce Brothers Westwood Village Memorial Park: Pierce Brothers is a legacy LA-area funeral and cemetery operator now part of SCI's Dignity network. It directly competes with Forest Lawn's LA funeral and cemetery services.
• Mount Sinai Memorial Parks and Mortuaries: Mount Sinai operates memorial parks and mortuaries in the Los Angeles area (Hollywood Hills and East LA) including Jewish and multi-faith services. It is a direct geographic competitor to Forest Lawn Hollywood Hills and Forest Lawn Glendale.
• Hollywood Forever Cemetery: Hollywood Forever is a historic, independently-operated cemetery in Los Angeles offering burials, cremation, and event/rental services. It directly competes with Forest Lawn Hollywood Hills and Forest Lawn Glendale for LA family customers.
• Rose Hills Memorial Park & Mortuary: Rose Hills is one of the largest memorial parks in the world, located in Whittier, California. It directly competes with Forest Lawn across cemetery property, mortuary, and cremation services in the Southern California market.
• Green Hills Memorial Park: Green Hills is a Southern California cemetery and mortuary in Rancho Palos Verdes providing funeral, cremation, and cemetery services. It competes with Forest Lawn's coastal South Bay customer base.

Regional players

• Pacific View Memorial Park & Mortuary: Pacific View Memorial Park operates in Corona del Mar / Newport Beach in Orange County, offering funeral, cremation, and cemetery services. It competes with Forest Lawn Cypress for Orange County families.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/forestlawn
• Instagraminstagram.com/forestlawnmemorial
• Xx.com/forestlawn
• LinkedInlinkedin.com/company/forest-lawn-memorial-parks-and-mortuaries

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 Forest Lawn