Cave of the Mounds

What Cave of the Mounds does

Cave of the Mounds is a privately held, family-owned show cave and tourist attraction located in Blue Mounds, Wisconsin, operated on the historic Brigham farm (homesteaded 1828; cave discovered by quarry blasting on August 4, 1939, and opened to the public on Memorial Day Weekend 1940). The site is a natural limestone solution cave containing the oldest dated cave formations in the Midwest (257,560 ± 2,200 years) and nearly every known speleothem type, and has been a federally designated National Natural Landmark since 1988. The company draws 100,000+ visitors annually across more than 100 acres of park grounds, with the cave itself measured at 1,692 feet (fifth longest in Wisconsin) and maintained at a constant 50°F year-round on paved, lit walkways.

The core product is the guided cave tour ($26.99 adult / $16.99 child / free under 3), supplemented by a portfolio of specialty tours (Blacklight, Historic Lantern, Fossil, Wisconsin Rocks Hike, Blacklight & Brews 21+), tiered VIP private tours ($299.99–$499.99), a Keys to the Cave annual membership, a Rock & Fossil Shop, gem and fossil sluice activities, geode cracking, and educational group programs (Caves & Karst Mini-Course, Geology Mini Course, Karst Topography Guided Hike). Ancillary revenue is generated through private event rentals across four venues (cave up to 70 guests, Historic Brigham Barn up to 150, Visitor Center, outdoor tent), professional photography and filming permits ($30 day / $300 annual), and a year-round event calendar (Brave the Cave, Cave of Lights, Cave After Dark, seasonal programming). Distribution is direct-to-consumer via on-site sales, the Beyonk online ticketing platform, dedicated group/event email and phone channels, and a multi-platform social/email marketing presence, supported by partnerships with the National Caves Association, ISCA, Travel Wisconsin (Travel Green), Wisconsin Dells and House on the Rock (reciprocity), and Groundswell Conservancy (conservation easement).

Name

Cave of the Mounds

Legal name

Cave of the Mounds

Website

https://caveofthemounds.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

11–50 employees

Short description

Cave of the Mounds is a privately held, family-owned National Natural Landmark show cave in Blue Mounds, Wisconsin, offering guided cave tours, specialty and VIP experiences, educational programs, private events, and retail to 100,000+ annual visitors.

Ownership category

akta.pro rank

Product category

Nature-based Tourism / Show Cave Attractions

NAICS

Nature Parks and Other Similar Institutions (712190), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Canyoning, Caving & Technical Exploration (THAJABAG)

akta.pro secondary industries

Cave, Geology & Volcanic Experiences (THAJAIAI), Caving & Speleology Tour Operators (THAAADAH), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

Keywords

• Show cave tours
• Cave tourism attraction
• Natural landmark tours
• Geological educational programs
• Speleothem cave experiences

Headquarters

HQ city

Blue Mounds

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Cave Tour Tickets: Primary revenue from individual and group admission tickets to the cave. Regular tickets $26.99 for adults (13+), $16.99 for children (4-12yrs), free for children 3 and under. Tours include cave access with guided interpretation.
2. Membership (Keys to the Cave): Annual membership program offering free unlimited cave tours for a full calendar year. Must be purchased with full-priced admission on the day of visit.
3. VIP Tours: Premium exclusive tours offering personalized access with expert guides. Packages range from $299.99 (Classic) to $499.99 (Ultimate), with custom experiences for up to 10 guests including photo permits and add-ons like sluice bags or geodes.
4. Retail (Gift Shop, Gem Sluice, Geodes): Rock and Fossil Shop selling specimens from around the world. Revenue from gemstone mining sluice bags ($6 per participant), geode cracking ($5 regular, $1.50 small), and individual specimens ($1 each).
5. Private Event Rentals: Venue rentals for weddings, corporate events, and celebrations at multiple spaces: the cave (up to 70 people), Historic Brigham Barn (up to 150 people), Visitor Center, and Outdoor Tent. Additional revenue from photography permits ($30 single day, $300 annual).
6. Specialty Tours: Premium experiences including Blacklight Tours, Lantern Tours, Fossil Tours, Wisconsin Rocks guided hikes, and Blacklight & Brews (21+). Tickets typically non-refundable and unavailable on holiday weekends.
7. Educational Programs: School and group educational programs including Caves & Karst Mini-Course ($100 per 40 participants), Geology Mini-Course, and Rock & Fossil Sluice activities. Group rates available for 20+ people with advance reservation.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Cave of the Mounds operates a year-round show cave attraction offering guided tours through a natural limestone solution cave featuring exceptionally diverse speleothem formations. Visitors pay admission tickets for daily cave tours and can add specialty experiences (Blacklight, Lantern, Fossil, Wisconsin Rocks guided hikes, Blacklight & Brews), VIP private tours, gem sluice and geode-cracking activities, on-site retail from the Rock & Fossil Shop, educational programming for school groups, and private event venue rentals in the cave, Historic Brigham Barn, Visitor Center, and Outdoor Tent.

Product overview

Cave of the Mounds is a show cave and National Natural Landmark offering a single unified experience centered on guided cave tours with multiple specialty variants. The core product is the standard cave tour, enhanced by specialty tours (Blacklight Tours, Lantern Tours, Fossil Tours, Wisconsin Rocks hikes), premium VIP Tours, and add-on activities (Gem & Fossil Sluice, Geode Cracking). Supporting offerings include educational field trip programs, private event venue rentals (cave, barn, visitor center, tent), professional filming permits, and a Rock & Fossil Shop. The company also operates a Keys to the Cave membership program and hosts year-round special events. A free virtual tour is available online for remote access.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Cave Tours Guided 45-minute to 1-hour tours through the natural limestone cave featuring stalactites, stalagmites, columns, and colorful crystal formations. Operates daily on paved, well-lit walkways at a constant 50°F temperature for individual visitors and walk-in guests.
• Museum-Style Tours Self-paced cave exploration option where guests walk through the cave at their own pace while guides are stationed in each room to provide interpretation. Available during summer and holiday weekends.
• Blacklight Tours Underground experience with all lights off where ultraviolet lights make cave formations glow in bright, amazing colors. Tours held on Saturdays at 6:15pm, duration approximately 1 hour.
• Blacklight & Brews Tour Adults-only (21+) blacklight tour featuring a complimentary first drink (beer, wine, or frozen margarita/sangria) during the guided experience. Held Fridays at 6:15pm.
• Historic Lantern Tour Experience cave exploration as the first explorers did, using only lanterns and flashlights. Features the history of Ebenezer Brigham and early Wisconsin homesteading. Available Sundays in March and August at 4:30pm, 1-hour duration.
• Fossil Tour Assist geologists in finding and documenting fossils 70 feet down in an ancient ocean bed. Participants collect fossils from treasure stations to take home. Available Sundays in February, July, and November.
• Wisconsin Rocks! Guided Hike & Cave Tour Combined above-and-below-ground adventure featuring a guided hike through the karst landscape with sinkholes and exposed limestone, followed by a guided cave tour. Available Sundays in May and September at 4:00pm.
• VIP Private Tours Private, personalized cave access with expert guides offering customized tours for groups of up to 10 guests. Three tiers: Classic ($299.99), Deluxe ($399.99 with sluice bags or geodes), and Ultimate ($499.99 with both sluice bags and geodes). Includes complimentary photo permit and 45-minute to 1-hour duration.
• Gem & Fossil Sluice Mining experience where guests purchase bags or buckets of sediment to sift through the sluice river to find gemstones and fossils. Includes amethyst, emerald, obsidian, shark's teeth, amber, fossilized wood, and more. Available year-round for all ages at $6 per participant.
• Geode Cracking Guests select geodes (regular size $5, small size $1.50 take-home) to have cracked open on site with staff assistance, revealing unique quartz crystals inside. Can be cracked on site or taken home.
• Hiking Trails Three on-site hiking trails free with cave admission: Karst View Trail (0.5 mi, Eastern Blue Mound summit with sinkholes), Oak Valley Loop (0.5 mi, woodland valley), and Brigham Prairie Walk (1 mi loop with prairie restoration).
• Group Field Trips & Educational Programs School and group educational programs including cave tours plus mini-courses: Caves & Karst Mini-Course, Geology Mini-Course, Karst Topography Guided Hike, and Rock & Fossil Sluice. Designed for K-12 and introductory college level. Caves & Karst Mini-Course priced at $100 per 40 participants. Requires 20+ people and 2-week advance reservation with $100 deposit; seasonal group rates vary.
• Private Event Venue Rentals Event venue rentals for weddings, corporate events, and private celebrations. Four venue options: The Cave (up to 70 people, 24-ft ceilings), Historic Brigham Barn (East/West rooms, ~3,400 sqft combined, up to 150 people), renovated Visitor Center, and Outdoor Tent (~800 sqft).
• Filming & Photo Permits Professional photography and commercial filming permits: Single Day Above Ground Permit ($30), Yearly Above Ground Permit ($300), and commercial filming contracts reviewed within 10 working days. Includes private cave rental option for professional shoots.
• Annual Seasonal Events Year-round calendar of special events including: Brave the Cave (Halloween), HOLLOWeen (October), Cave of Lights holiday light show, Summer Soirée, Cave Carnival, Harvest Celebration, Easter EGGstravaganza, and Cave After Dark adult event series (20+ events annually).
• Keys to the Cave Membership Annual membership program providing free, unlimited cave tours for a full calendar year. Must be purchased with full-priced admission on the day of visit. Valid every day except Thanksgiving, Christmas Eve, and Christmas Day.
• Rock & Fossil Shop On-site gift shop built in 1941 featuring hundreds of minerals, fossils, and gemstones from around the world, plus individual specimens at $1 each with digital ID cards. Located directly on top of the cave entrance.
• Virtual Cave Tour Online Matterport-based virtual tour of the entire cave accessible via the website for guests who cannot visit in person.

Quantifiable outcome

• Over 100,000 visitors annually
• +4 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Groundswell ConservancycoreStrategic or Co-development Partner · 1 January 2004Conservation easement partnership protecting approximately 30 acres of woodland from development. The easement ensures long-term preservation of the oak woodland for educational purposes and as habitat for various species of flora and fauna in Dane County area.
• Department of the Interior / National Park ServicecoreStrategic or Co-development PartnerNational Natural Landmark partnership established in 1988 following years of effort. This designation provides prestigious recognition and partnership distinction with the NPS while maintaining private ownership and operational control.
• National Caves AssociationminorGTM or Marketing PartnerStaff members receive honorary membership in the NCA, qualifying them for free cave entry to almost any NCA cave across America. This provides staff benefits and creates network within the cave tourism industry.
• Wisconsin Area Attractions (Reciprocity Program)minorGTM or Marketing PartnerStaff reciprocity admission program with major Wisconsin attractions including Wisconsin Dells, House on the Rock, American Players Theater, and Wollersheim Winery tours. Employee benefit program enhancing staff experience.
• Dr. Cameron Batchelor (UW-Madison)coreStrategic or Co-development PartnerResearch partnership began in 2014 for paleoclimate studies. Dr. Batchelor collects small samples from cave formations to determine their age, seasonal growth patterns, and ancient precipitation rates. Research has provided valuable insights into Wisconsin's paleoclimate.
• Brigham County ParkminorGTM or Marketing PartnerNearby park providing covered picnic space for Cave of the Mounds groups when their own covered picnic areas are full. Referenced in group booking information as alternative venue option.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Mammoth Cave National Park: World's longest cave system in Kentucky with multiple guided tour tiers and specialty experiences. Comparable as a cave-centric destination with diverse tour products, though federally operated and not a direct commercial competitor.
• Carlsbad Caverns National Park: Federally operated cave system in New Mexico with self-guided and ranger-led cave tours. Not a direct competitor (free admission, public), but a benchmark for speleothem-driven destination tourism and an aspirational peer for tour programming and visitor scale.

Direct peers

• Luray Caverns: One of the most-visited show caves in the eastern U.S., operating guided cave tours plus carillon, rope course, gem sluice, and event venues. Comparable as a destination show cave with diversified ancillary attractions and gift shop.
• Natural Bridge Caverns: Privately-owned Texas show cave offering guided cave tours, specialty tours (hidden passages, lantern tours), gem mining, and adventure activities. Most direct comparable to Cave of the Mounds as a privately-operated, multi-experience cave attraction with retail and educational programming.
• Seneca Caverns: Ohio show cave offering guided cave tours and gemstone mining. Comparable regional cave attraction with similar tour-and-sluice product mix and family ownership.
• Marengo Cave: Family-owned Indiana show cave offering guided tours, specialty boat and lantern tours, gemstone mining, and school field trip programs. Closely comparable in scale, family-ownership model, and education/event-driven revenue mix.
• Squire Boone Caverns: Indiana family-owned cave attraction offering guided cave tours, gemstone sluice, and onsite village/lodging. Comparable as a privately-held Midwestern cave attraction with mixed tour, retail, and event programming.

Regional players

• House on the Rock: Iconic Wisconsin tourist attraction featuring eclectic collections and architectural oddities. Operates in the same regional tourism ecosystem as Cave of the Mounds and is a reciprocal partner via Wisconsin Area Attractions.
• Wisconsin Dells Attractions (e.g., Mt. Olympus, Noah's Ark): Cluster of Midwestern waterparks and amusement attractions roughly one hour from Cave of the Mounds. Indirect competitor for regional family tourism dollars and a key partnership/affiliate cluster for cross-promotion.

Others

• National Caves Association: Industry trade association of which Cave of the Mounds is a member, representing show caves across the U.S. Provides network, marketing, and benchmarking relevant to all privately-operated cave attractions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/caveofthemounds
• YouTubeyoutube.com/channel/UCCh2EyXkjZ5EKoD7yM9kx6w
• Facebookfacebook.com/caveofthemounds.nnl?ref=mf
• Instagraminstagram.com/caveofthemounds
• TikToktiktok.com/@caveofthemounds?lang=en

Compliance1 record

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 Cave of the Mounds