Georgia Aquarium
- Company typePrivate
- Founded2005
- HeadquartersAtlanta, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Georgia Aquarium firmographics
Firmographics- Name
- Georgia Aquarium
- Legal name
- Georgia Aquarium, Inc.
- Website
- https://georgiaaquarium.org
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Georgia Aquarium industry classification
Industry- Product category
- Public Aquarium / Visitor Attraction
- NAICS
- Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213)
- akta.pro primary industry
- Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)
- akta.pro secondary industries
- Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Aquatic Family Entertainment Centers (Splash Pads, Aquatic Playgrounds, Swim Parks) (THAJAEAL)
Keywords
Where Georgia Aquarium is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Georgia Aquarium business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- General Admission Tickets: Variable-priced admission tickets ranging from $54.99 to $69.99 depending on date and time. Children 2 and under free. Georgia residents receive $20 off after 4pm during summer. Timed entry with one-hour arrival window.
- Membership Program: Annual membership with unlimited visits, parking discounts, and member-only benefits. Per terms, non-transferable, non-refundable, with tax deductibility options.
- Animal Encounters & Experiences: Additional fee experiences including Beluga Encounter, Dolphin Encounter, Penguin Encounter, Sea Otter Encounter, Sea Lion Encounter, Harbor Seal Encounter, Shark & Ray Interaction, Dive with Gentle Giants, Swim with Gentle Giants, and Behind the Seas Tours.
- Food & Beverage: Coastline Café dining, Wolfgang Puck Catering for events, combo meal vouchers. Adult-only Glow Nights After Hours events with themed drinks and live DJ.
- Retail & Merchandise: Online gift shop, animal adoption programs, Name a Jelly, Name a Dolphin Theater Seat, animal paintings, and merchandise.
- Parking: Prepaid parking at $30, with 1,600 spaces in attached parking deck. Cashless payment system.
- Corporate Partnerships & Sponsorships: Corporate partner relationships with Coca-Cola, The Home Depot, Southern Company, Truist, SweetWater Brewing Company, and Margarariville. Includes sponsorships of galleries, events, and programs.
- Donations: Donations supporting conservation mission. Dr. Brian L. Davis Scholarship program. Anchor Society planned giving program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | General Admission - Peak Pricing |
| Unit Pricing | Pay-as-you-go | General Admission - Off-Peak Pricing |
| Unit Pricing | Pay-as-you-go | Georgia Resident Discount |
| Subscription | Annual | Aqua Pass Annual |
| Unit Pricing | Pay-as-you-go | Behind the Seas Tours |
| Unit Pricing | Pay-as-you-go | Prepaid Parking |
| Unit Pricing | Pay-as-you-go | Animal Encounters |
| Transaction based/ take rate | Pay-as-you-go | World of Coca-Cola Combo |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Georgia Aquarium product offering
Product offeringCore offering
Georgia Aquarium is the largest aquarium in the Western Hemisphere, holding 10 million gallons of fresh and marine water across nine major galleries in downtown Atlanta. It sells general admission tickets and annual membership (Aqua Pass) granting access to marine exhibits, plus paid add-on experiences including animal encounters (Beluga, Dolphin, Penguin, Sea Lion, Sea Otter, Shark & Ray Interaction), scuba dive and swim programs with whale sharks, behind-the-scenes tours, overnight stays, and seasonal events.
Product overview
Georgia Aquarium operates as a nonprofit public aquarium offering a comprehensive visitor experience centered around marine life conservation and education. The core product portfolio includes general admission tickets and annual membership passes (Aqua Pass) providing access to nine major galleries featuring diverse marine species. The organization offers animal encounter experiences (Beluga, Dolphin, Seal, Penguin, Sea Lion, Sea Otter, Shark & Ray), immersive dive/swim programs (Journey with Gentle Giants), backstage tours (Behind the Seas), and overnight stays (Sleep Under the Sea). Seasonal events include Glow Nights (summer), Haunted Seas (Halloween), and Holidays at the Aquarium. Digital offerings comprise live webcams, a mobile app, and a podcast. Educational programs serve schools and families, while corporate/private event venues and adoption programs provide additional revenue streams. The aquarium is accredited by AZA, AMMPA, and IMATA, and holds Humane Certified status.
Differentiator
Problem solved
Functional benefit
Brands
- Aqua Pass: Annual membership pass offering unlimited visits to Georgia Aquarium throughout the year with blackout dates.
- Glow Nights
- Behind the Seas Tour
Products and services
- General Admission Tickets Timed-entry admission tickets granting access to all nine major galleries, special exhibitions, and live presentations for individual visitors and families.
- Aqua Pass Annual Membership Annual subscription pass providing unlimited visits through the membership year with blackout dates, reservation privileges, included seasonal events, parking discounts, and member-only perks for repeat visitors and local audiences.
- Animal Encounters Program Paid, small-group interactive experiences providing supervised, close-up encounters with specific species such as beluga whales, bottlenose dolphins, harbor seals, African penguins, California sea lions, sea otters, and sharks/rays for individual visitors and families.
- Journey with Gentle Giants - Dive & Swim Premium scuba dive and surface swim programs conducted inside the Ocean Voyager exhibit, enabling certified divers and qualified swimmers to enter the water with whale sharks, manta rays, and other large marine species.
- Behind the Seas Tours Guided backstage tours providing exclusive access to operational topside areas of the aquarium, led by aquarium staff, sponsored by Kaiser Permanente, for visitors seeking a non-waterside behind-the-scenes experience.
- Sleep Under the Sea Overnight group experience allowing guests to sleep inside the aquarium among marine exhibits with behind-the-scenes access and structured activities.
- Glow Nights Ticketed after-hours summer evening event combining illuminated exhibits, live cirque-style performances, large-scale puppetry, and themed beverages, including an adults-only After Hours cocktail edition.
- Haunted Seas Ticketed Halloween-themed seasonal programming combining holiday theming with marine exhibits during the fall season.
- Holidays at the Aquarium Ticketed winter holiday-themed programming combining festive decorations and marine exhibits during the December holiday season.
- Education Programs Curriculum-aligned educational offerings including field trips, virtual field trips, summer camp (Camp H2O), homeschool programs, professional development for educators, and outreach delivered to K-12 schools and homeschool communities.
- Corporate Events and Private Bookings Venue rental and event production services for corporate functions, birthday parties, and special occasions, including Wolfgang Puck Catering as the exclusive catering partner.
- Adopt an Animal Program Symbolic animal adoption program that generates conservation funding in exchange for an adoption certificate and plush toy representing a supported species.
Companies that use Georgia Aquarium
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Georgia Aquarium technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Georgia Aquarium partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- The Home DepotflagshipMajor sponsor of Ocean Voyager gallery ('Ocean Voyager Built By The Home Depot') featuring whale sharks and manta rays. Home Depot also sponsors Kids Workshops at Georgia Aquarium. One of the largest corporate partnerships representing a multi-year strategic relationship.
- TruistcoreTruist Small Business Initiative partnership supporting small business visibility. Naming sponsor of Truist Sea Lion Studios where the Saltwater Showdown sea lion presentation is held.
- Coca-ColaflagshipFeatured sponsor with prominent branding. Partnership includes World of Coca-Cola combo ticket deals offering 2-for-1 admission to both attractions.
- Southern CompanycoreNaming sponsor of Southern Company River Scout gallery featuring river ecosystems and freshwater species.
- SweetWater Brewing CompanyminorGeorgia Aquarium and SweetWater Brewing partnership, likely including event sponsorship and tap handles at aquarium events.
- Kaiser PermanentecorePresenting sponsor of Behind the Seas Tours, providing exclusive backstage access experiences for visitors.
- MargaritavilleminorResort/hospitality partner offering vacation-related experiences and cross-promotion.
- CityPASScoreDistribution partnership offering bundled tickets to Atlanta's top 5 attractions including Georgia Aquarium, providing discounted admission (48% savings) and driving tourist volume.
- Preferred Hotels & ResortscorePreferred Hotels partnership offering exclusive hotel packages and savings for aquarium visitors through the Preferred Hotels program.
- PADIcorePartnership with PADI (Professional Association of Diving Instructors) to support Atlanta's growing scuba diving hub with whale shark dives and certification programs at Georgia Aquarium.
- Wolfgang Puck CateringminorExclusive catering partner for private events at Georgia Aquarium venues, providing premium dining experiences for corporate and social events.
- Piedmont HospitalminorProvides staffing for a full first-aid station located between Ocean Voyager and Tropical Diver galleries.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Georgia Aquarium competitors and assessment
Company assessmentDirect peers
- Shedd Aquarium: Major nonprofit public aquarium in Chicago with comparable scale, animal encounter programs, corporate partnerships, and AZA accreditation. Closest comparable in operating model, mission, and product mix to Georgia Aquarium.
- Newport Aquarium: Regional aquarium in Kentucky offering comparable general admission, animal encounters, and Shark Bridge / Penguin Passage experiences. Operates at smaller scale but with similar product structure.
- Audubon Aquarium of the Americas: New Orleans-based aquarium with comparable gallery-based exhibit model, animal encounter offerings, and Southeast US regional tourism positioning.
- Ripley's Aquarium of the Smokies: Mid-scale aquarium in Gatlinburg, Tennessee competing directly for Southeast regional family tourism with similar general admission, membership, and encounter products.
- National Aquarium (Baltimore): Nonprofit public aquarium operating a single urban site with comparable ticketing, membership, education, and event programs. Direct competitor for tourism-driven aquarium attendance on the East Coast.
- Tennessee Aquarium: Nonprofit aquarium in Chattanooga with freshwater and saltwater galleries, animal encounters, and conservation programming. Closely comparable in scale, regional tourism model, and nonprofit structure.
- Monterey Bay Aquarium: Iconic nonprofit aquarium known for conservation research, exhibit design, and membership-driven revenue. Highly comparable in mission (conservation + education), nonprofit status, and programmatic breadth.
Broad incumbents
- SEA LIFE: Global chain of aquariums owned by Merlin Entertainments; offers bundled admission, family experiences, and animal encounters across dozens of locations. Competes for tourist aquarium visitation on a global footprint basis.
Emerging players
- Discovery Cove: Reservation-based marine experience park (SeaWorld family) offering dolphin swims and animal interactions. Competes for the premium animal-encounter discretionary spend, though it is theme-park-adjacent rather than a traditional aquarium.
Others
- Long Marine Laboratory / Seymour Marine Discovery Center: University-affiliated marine science center combining public exhibits with research. Adjacent in mission (marine education, conservation research) rather than direct visitor competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Georgia Aquarium social profiles
Digital presenceGeorgia Aquarium compliance and trust
Trust signalCompliance4 records
Georgia Aquarium financial estimates
Financial estimateRevenue estimate
Valuation estimate
Georgia Aquarium leadership team
Management profileNumber of profiles
Profiles1 record
Georgia Aquarium funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Georgia Aquarium M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Georgia Aquarium
What does Georgia Aquarium do?
Georgia Aquarium is the largest aquarium in the Western Hemisphere, holding 10 million gallons of fresh and marine water across nine major galleries in downtown Atlanta. It sells general admission tickets and annual membership (Aqua Pass) granting access to marine exhibits, plus paid add-on experiences including animal encounters (Beluga, Dolphin, Penguin, Sea Lion, Sea Otter, Shark & Ray Interaction), scuba dive and swim programs with whale sharks, behind-the-scenes tours, overnight stays, and seasonal events.
Is Georgia Aquarium a public or private company?
Georgia Aquarium is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Georgia Aquarium founded?
Georgia Aquarium was founded in 2005. It employs 501 to 1,000 people.
Where is Georgia Aquarium based?
Georgia Aquarium is headquartered in Atlanta, United States, in the North America region.
How does Georgia Aquarium make money?
Eight revenue lines are on record. General Admission Tickets are the primary driver. The others are membership Program, animal Encounters & Experiences, food & Beverage, retail & Merchandise, parking, corporate Partnerships & Sponsorships and donations.
Who are Georgia Aquarium's main competitors?
Direct peers on record are Shedd Aquarium, Newport Aquarium, Audubon Aquarium of the Americas, Ripley's Aquarium of the Smokies, National Aquarium (Baltimore), Tennessee Aquarium and Monterey Bay Aquarium. SEA LIFE is listed as a broad incumbent. Discovery Cove is listed as an emerging player. Long Marine Laboratory / Seymour Marine Discovery Center is listed as an others.
Does Georgia Aquarium have an API?
No public API is recorded for Georgia Aquarium.
What industry is Georgia Aquarium in?
Georgia Aquarium's product category is Public Aquarium / Visitor Attraction. Its primary akta.pro industry code is THAJADAL, Zoos, Aquariums & Botanical Gardens (Educational Collections), with a secondary code of THAJAEAE, Zoo & Aquarium Parks (Ticketed Wildlife Attractions). Its NAICS code is 712130.