Lauritzen Gardens

What Lauritzen Gardens does

Lauritzen Gardens is a 501(c)(3) nonprofit operating a 100-acre botanical garden in Omaha, Nebraska, founded in 1985 and comprising over 20 themed gardens, a tropical conservatory (Marjorie K. Daugherty Conservatory), a 2,000-square-foot gift shop, and three food and beverage outlets. The organization serves a Midwest regional audience across five primary customer segments: garden members (Individual through Cultivator tiers, $58-$900 annually), K-12 schools and families (field trips and camps), event hosts (weddings, corporate, private parties at $4,000-$15,000 per event), community visitors, and tourism/special-event attendees. The technology stack is thin: the garden operates no proprietary systems, relying instead on the third-party XtruLink platform for ticketing, membership enrollment, class registrations, event bookings, and donations, alongside standard web, email, and social channels (Facebook, Instagram, YouTube, TikTok).

The revenue model is multi-stream and consumer-facing, combining transactional admission fees ($11-$18 plus tax by age band), subscription memberships with reciprocal privileges at 380+ North American gardens, transaction-based venue rentals, summer and winter day camps at $200-$310 per week, narrated tram and private golf cart tours, gift shop retail, and contracted food and beverage concessions operated by Abraham Catering (exclusive) and J's Coffee. Donations, sponsorships, guild fundraising, and tribute/memorial gifts provide supplementary contributed revenue supporting education and conservation programs, including sponsored K-12 field trips offering free admission and bus reimbursement. Distribution is direct: on-site walk-up sales, XtruLink online ticketing, school group bookings through the education department, and a dedicated venue rental team.

Strategic positioning has shifted toward a destination-experience model anchored by rotating signature exhibits (TROLLS: Save the Humans through May 2026; Dinosaurs Around the World May-September 2026) and the June 2026 opening of Polina Gardens, a free satellite location in Omaha's Old Market district designed by Field Operations with Piet Oudolf plantings and public art by Sophie Ryder and Lee Emma Running. The organization is governed by a Board of Directors, supported by the 25+ year-old Lauritzen Gardens Guild volunteer fundraising body, and holds membership in the American Public Gardens Association and American Horticultural Society reciprocal network. The 2026 USA TODAY 10Best #3 ranking among U.S. botanical gardens is actively leveraged as a marketing credential.

Name

Lauritzen Gardens

Legal name

Lauritzen Gardens

Website

https://lauritzengardens.org

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Lauritzen Gardens is a 501(c)(3) nonprofit operating a 100-acre botanical garden in Omaha, Nebraska, with 20+ themed gardens, tiered memberships, venue rentals, educational camps, and the new Polina Gardens satellite in Old Market.

Ownership category

akta.pro rank

Product category

Public Botanical Gardens

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190), Museums, Historical Sites, and Similar Institutions (712)

akta.pro primary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

akta.pro secondary industry

Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG)

Keywords

• Botanical garden admission
• Annual garden memberships
• Wedding venue rental
• Educational nature camps
• Plant conservation programs

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Fees: General admission revenue from individual visitors. Adults (13-64) pay $18+tax, seniors (65+) $15+tax, children (3-12) $11+tax, ages 2 and under free. Military discounts available.
2. Memberships: Annual membership program with 11 tiers from Individual ($58) to Cultivator ($900). Members receive free admission, discounts on programs and retail, and reciprocal privileges at 380+ gardens.
3. Venue Rental: Event venue rental including weddings, corporate events, and birthday parties. Average package price $4,000-$9,000, venue exclusive packages $10,000-$15,000, elopement and garden collection options available.
4. Camps and Educational Programs: Summer and winter day camps for children ages 5-12. Standard camps $250/week, partner camps $280/week, holiday week camps $200/week. Additional before/after care available.
5. Tram and Golf Cart Tours: 50-minute narrated tram tours for $4 (members) or $5 (non-members). 1.5-hour private golf cart tours for $60/person ($45 members).
6. Donations and Sponsorships: Annual giving fund, tribute and memorial gifts, commemorative leaves, memorial bricks, daffodil giving ($5/dAFFODIL), and event sponsorships ($500-$5,000). Guild membership separate from garden membership.
7. Gift Shop Sales: 2,000-square-foot gift shop offering garden-inspired gifts, home decor, books, jewelry, toys, and 10% member discount.
8. Food and Beverage: Conagra Cafe (10am-2pm) with sandwiches, salads, and seasonal items. Cafe at Oasis (11am-4pm) with ice cream and beverages. J's Coffee (9am-2pm) in the conservatory. Group box lunches available.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Lauritzen Gardens operates a 100-acre public botanical garden in Omaha, Nebraska, offering year-round admission to 20+ themed gardens and a conservatory, supported by a tiered annual membership program with reciprocal access to 380+ gardens across North America. Beyond admission, it rents indoor and outdoor spaces for weddings, corporate events, and private parties, and runs narrated tram and golf cart tours, seasonal day camps for ages 5–12, K-12 educational field trips, rotating special exhibits, on-site cafés and a gift shop, with Polina Gardens operating as a free satellite location in the Old Market district.

Product overview

Lauritzen Gardens is a 100-acre public botanical garden in Omaha, Nebraska offering a unified portfolio of visitor experiences and services. Core offerings include garden admission and membership programs providing year-round access to over 20 themed gardens. The venue rental service enables weddings and corporate events in indoor and outdoor spaces. Ancillary offerings include guided tours (tram and golf cart), food services (Conagra Café, Café at the Oasis, J's Coffee), a gift shop, educational programs (summer camps, school field trips), special events (Antiques & Design Show, outdoor concerts, Leashes at Lauritzen dog nights), and a 2,000 sq ft gift shop. The garden also operates Polina Gardens as a free satellite location in the Old Market district, opened June 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Polina Gardens: Satellite public garden location in Omaha's Old Market featuring naturalistic plantings, public art installations, and community gathering spaces.

Products and services

• Garden Admission Daytime public access to the 100-acre main botanical garden in Omaha, including over 20 themed gardens, the Marjorie K. Daugherty Conservatory, rotating outdoor exhibits, and nature play areas. Priced per visitor by age category (Adults 13-64: $18+tax, Seniors 65+: $15+tax, Children 3-12: $11+tax, Ages 2 and under free), with group, military, and sponsored discounts. Targeted at families, tourists, and general public visitors.
• Annual Membership Program Eleven-tier annual subscription membership program ranging from Individual ($58) through Cultivator ($900), offering free year-round admission, reduced class fees, tram and golf cart tour discounts, 10% gift shop discount, member-exclusive events, and reciprocal admission privileges at 380+ American Horticultural Society gardens. Targeted at individuals, couples, households, and patrons seeking recurring garden access.
• Venue Rental Rental of Lauritzen Gardens' indoor and outdoor spaces for weddings, corporate events, celebrations of life, and meetings. Average package pricing $4,000-$9,000; venue exclusive packages $10,000 (Sun-Thu) and $15,000 (Fri-Sat), with first-responder and military 10% discounts and tier-based member discounts up to 20%. Catering supplied exclusively by Abraham Catering. Targeted at engaged couples, corporate event planners, and families arranging private celebrations.
• Tram Tours 50-minute narrated tram tours operated seasonally May 19 through October 31, daily 10am-3pm. Priced at $4 for members and $5 for non-members (plus admission). Includes guided route past Victorian Garden, Rose Garden, Japanese Park, and additional themed areas with 10-minute stops. Targeted at general garden visitors seeking an accessible overview tour.
• Private Golf Cart Tours 1.5-hour private tours led by a senior staff member for groups of up to 3 people. Priced at $60 per person general public and $45 per person for members. Available May through October; bookings required one week in advance. Targeted at small groups seeking a personalized garden experience.
• Summer Adventure Camps Day camps for children ages 5-12 with themed weeks including STEM into Nature, Dinosaurs Around the World, Color Your World, and the 'Where the Wild Things Are' partner camp co-run with Omaha's Henry Doorly Zoo & Aquarium. Standard camps $250/week, partner camps $280/week, holiday week camps $200/week, with before/after care and early-bird discount options. Targeted at families seeking summer enrichment for elementary-age children.
• School Field Trips Educational field trip programming for K-12 public, private, and homeschool groups, aligned with Nebraska and Iowa academic standards. Sponsored K-12 school groups receive free admission; non-sponsored preschools and daycares pay $5/student; summer field trips priced at $6/student with bus reimbursement up to $200 for qualifying sponsored groups. Targeted at school teachers and homeschool coordinators.
• Polina Gardens Free public satellite garden at 727 S. 13th Street in Omaha's Old Market district. Features four distinct areas (Whimsical Garden, Rain Garden, Garden Patio, Garden Green) with over 120 trees and shrubs and 22,000 perennials, plus public art installations including 'The Kiss' by Sophie Ryder and 'Switchgrass' by Lee Emma Running. Targeted at community visitors and cultural tourists seeking free urban green space.
• Garden Gift Shop 2,000-square-foot on-site retail store selling garden-inspired gifts, home décor, books, cards, jewelry, nature-related toys and games, and soaps and scents. Members receive a 10% discount. Targeted at garden visitors seeking nature-themed retail purchases.
• Birthday Parties 2-hour birthday party packages at Lauritzen Gardens starting at $300 for up to 20 guests (child or adult themes). Coordinated through a dedicated bookings email. Targeted at families organizing children's or adult birthday celebrations in a botanical garden setting.
• Lauritzen Gardens Guild Membership Volunteer civic-leadership organization supporting Lauritzen Gardens through fundraising and community awareness, with 25+ years of history. Separate from garden membership, with proceeds supporting children's educational programs (e.g., 400+ books donated to summer camp attendees in 2025). Targeted at community members interested in nonprofit volunteer engagement.

Quantifiable outcome

• Ranked #3 out of top 20 Best Botanical Gardens in USA TODAY 10Best Readers' Choice Awards

Named customers6 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

Partnerships

16 partnerships are on record, tiered minor, strategic and core.

• Lee Emma RunningminorOthers · 1 July 2026Omaha-based artist selected through Amplify Arts and Lauritzen Gardens public art call for 'Switchgrass' mural at Polina Gardens. Creates monumental installations exploring human impact on nature.
• Field OperationsstrategicStrategic or Co-development Partner · 3 June 2026Leading design firm that designed Polina Gardens, Lauritzen Gardens' first satellite location in Omaha's Old Market district.
• Piet OudolfstrategicStrategic or Co-development Partner · 3 June 2026Internationally acclaimed landscape designer who designed naturalistic plantings for Polina Gardens satellite location, featuring over 120 trees/shrubs and 22,000 perennials.
• Sophie RyderminorOthers · 1 January 2026British artist who created 'The Kiss' sculpture, a 20-foot-tall wire and metal artwork at Polina Gardens depicting intertwined hands. Designed to be interactive with visitors walking between the wrists.
• American Public Gardens AssociationcoreOthersLauritzen Gardens is a proud member of the American Public Gardens Association, connecting with the broader public gardens community for best practices, networking, and industry resources.
• American Horticultural SocietycoreOthersReciprocal admissions program allowing Lauritzen Gardens members to visit 380+ gardens across North America. Members present their garden membership card for entry at participating institutions.
• Museums for AllcoreGTM or Marketing PartnerFree or discounted admission program for families receiving SNAP or WIC benefits. Supports accessibility and community engagement goals.
• Blue Star MuseumscoreGTM or Marketing PartnerFree admission program for active duty military personnel and their families during summer months. Honors military service with complimentary garden access.
• Omaha Public LibraryminorGTM or Marketing PartnerJoint programming to offer free or discounted admission to library patrons. Community outreach partnership supporting shared educational mission.
• Abraham CateringcoreImplementation/ SI/ Consulting PartnerExclusive catering partner for all venue events at Lauritzen Gardens, including weddings, corporate events, and private rentals. Provides full-service catering from 10 to 5,000 guests with customizable menus.
• Abraham CateringcoreImplementation/ SI/ Consulting PartnerOperates Conagra Cafe (10am-2pm) and Cafe at the Oasis (11am-4pm) with fresh sandwiches, salads, bowls, flatbreads, and seasonal items. Box lunches available for groups of 10+.
• J's CoffeeminorOthersCoffee service operator in Marjorie K. Daugherty Conservatory Cindy and Mogens Bay Gallery. Open 9am-2pm daily serving hot/iced coffee, lemonade, smoothies, and frappes.
• Omaha's Henry Doorly Zoo & AquariumstrategicStrategic or Co-development PartnerPartner camp program 'Where the Wild Things Are' combines nature experiences at both institutions. Summer camps engage children ages 5-12 in wildlife education at both venues.
• Amplify ArtsminorGTM or Marketing PartnerCollaborated with Lauritzen Gardens on public art call that resulted in Lee Emma Running's 'Switchgrass' installation at Polina Gardens.
• Nebraska Statewide ArboretumminorOthersConservation partner with 90-mile exclusion policy for reciprocal admissions. Not eligible for AHS reciprocal admission benefits.
• Animal Spay and Neuter ClinicminorGTM or Marketing PartnerEvent sponsor for Leashes at Lauritzen dog-friendly Monday evening events, supporting community pet outreach.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Phipps Conservatory and Botanical Gardens: Pittsburgh-based nonprofit botanical garden with conservatory, education programs, ticketed admission, and seasonal flower shows; comparable programming mix and venue rental business model.
• Missouri Botanical Garden: 79-acre public botanical garden in St. Louis operating as a nonprofit with ticketed admissions, memberships, venue rentals, and education programs; the closest geographic and scale comparable for Lauritzen Gardens' Midwest urban botanical garden model.
• Chicago Botanic Garden: 385-acre public botanical garden in Glencoe, Illinois with membership-driven admissions, reciprocal garden network participation, education programming, and venue rentals; comparable operating model and target audience to Lauritzen Gardens.
• Denver Botanic Gardens: Urban nonprofit botanical garden with multiple sites, ticketed admissions, memberships, education programs, and rotating exhibits; comparable in scale and operating model to Lauritzen Gardens in a similar mid-size metro area.
• Greater Des Moines Botanical Garden: Iowa-based public botanical garden with admissions, memberships, education, and event rentals; most directly comparable by region, scale, and member-supported business model for a Midwest city.
• Atlanta Botanical Garden: 30-acre urban nonprofit botanical garden with rotating seasonal exhibits (including large-scale sculpture installations), ticketed admissions, memberships, and education; comparable exhibit-driven visitation and event rental strategy.

Broad incumbents

• Longwood Gardens: 1,100-acre premier botanical garden in Pennsylvania with massive ticketed visitation, memberships, education, and high-end event venues; a substantially larger and more established institution in the same product category, relevant as a ceiling reference for scale and programming.
• New York Botanical Garden: 250-acre iconic New York City botanical garden with memberships, education, ticketed exhibits, and major event business; substantially larger scale and brand, comparable operating model and visitor experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/lauritzengardens
• Facebookfacebook.com/LauritzenGardens
• Instagraminstagram.com/lauritzengardens/?hl=en
• TikToktiktok.com/@lauritzengardens
• Xx.com/LauritzenGarden

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Lauritzen Gardens