What Dolphins Plus does

Dolphins Plus is a private, family-owned marine mammal facility operating in Key Largo, Florida, since approximately 1980. The company runs its primary site, Dolphins Plus Bayside, at 101900 Overseas Highway, MM 102 Bayside, where it maintains six or more Atlantic bottlenose dolphins in a tidal-fed natural seawater lagoon — a habitat system that distinguishes it from pool-based competitors by enabling natural behaviors including exercise, foraging, exploration, play, and social interaction. The company monetizes this asset through direct-to-consumer tourism, selling more than a dozen distinct dolphin interaction programs including Signature Swim, Shallow Water Dolphin Encounter, Trainer For A Day ($350-$630 per participant), Paint With a Dolphin, Dolphin Dockside, Exclusive Family Encounters, Touch Tank, Meet Our Dolphins, and demographic-targeted offerings such as Golden Tide 55+ Experiences for seniors and Oma's Dolphin Swim Program for cancer patients.

The business operates a multi-channel go-to-market: consumer bookings flow through the company's website via a FareHarbor booking widget and on-site walk-in traffic, while B2B channels serve K-12 school groups (with curriculum aligned to NGSS, NOAA, and NSES standards), corporate team-building and private events, and therapeutic nonprofit partnerships including the Make-A-Wish Foundation and Mariners Hospital Young Philanthropists of Baptist Health. Revenue streams span encounter tickets (most quote-based and not publicly disclosed), an on-site gift shop (dolphin-themed merchandise and artwork painted by the dolphins), and educational field-trip bookings handled by a dedicated education team. Distribution is single-site and domestic within the Florida Keys tourism corridor.

The company carries industry accreditations from the Alliance of Marine Mammal Parks and Aquariums (AMMPA) and the International Marine Animal Trainers Association (IMATA). It operates an adjacent public-good subsidiary, the Dolphins Plus Marine Mammal Responder (DPMMR), which serves as the sole whale and dolphin stranding response team across a 10,000-square-mile corridor from Key Biscayne to the Dry Tortugas. DPMMR has responded to over 640 stranding incidents across 30-plus years and supports the Marine Mammal Conservancy (MMC) in rescue, rehabilitation, and release operations, with staff volunteering alongside MMC. The Oceanside facility was damaged in Hurricane Irma in September 2017; the Bayside facility was restored. The research team has contributed to over 40 peer-reviewed scientific articles on cognition, behavior, conservation, welfare, acoustics, and veterinary care in collaboration with universities and research organizations. The company is privately held, has 11-50 employees, and has no parent organization or external funding rounds on record.

Name

Dolphins Plus

Legal name

Dolphins Plus, Inc.

Website

https://dolphinsplus.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Dolphins Plus is a private, family-owned marine mammal facility in Key Largo, Florida, offering paid dolphin encounter programs, educational field trips, therapeutic and senior experiences, and gift-shop retail to tourists, families, schools, and corporate groups.

Ownership category

akta.pro rank

Product category

Marine Mammal Encounter Tourism

NAICS

Scenic and Sightseeing Transportation, Water (487210)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD)

akta.pro secondary industry

Marine Wildlife & Birding Cruises (dolphins, seals, seabirds) (THAAAIAD)

Keywords

• Marine mammal encounters
• Dolphin swim programs
• Marine education tours
• Wildlife experience attraction
• Marine animal rescue services

Headquarters

HQ city

Key Largo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dolphin Encounter Programs: Revenue generated from selling tickets and reservations for various dolphin interaction programs including Signature Swim, Shallow Water Dolphin Encounter, Trainer For A Day, Paint With a Dolphin, Dolphin Dockside, Exclusive Family Encounter, and other experiential programs. Customers book online via FareHarbor or in-person.
2. Gift Shop Retail: On-site retail gift shop selling dolphin-themed merchandise, dolphin artwork created by the dolphins (paintings), and souvenirs.
3. Educational Field Trips: Customized educational programs for school groups including behind-the-scenes tours, interactive demonstrations, classroom presentations, labs, hands-on activities, and dolphin interactions aligned with educational standards (NGSS, NOAA, NSES).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Dolphins Plus operates a Key Largo, Florida marine mammal facility where customers book structured dolphin interaction sessions, including in-water programs (Signature Swim, Shallow Water Dolphin Encounter, Dolphin Dockside, Paint With a Dolphin, Exclusive Family Encounter, Oma's Dolphin Swim, Golden Tide 55+), behind-the-scenes experiences (Trainer For A Day, Shadow a Vet Tech, Touch Tank), and educational offerings (Summer Camp, Field Trips, Animal Care Internship). Ticket purchases fund facility operations, while an on-site gift shop provides a secondary retail revenue stream and the Dolphins Plus Marine Mammal Responder (DPMMR) unit operates a regional stranding response service across the Florida Keys.

Product overview

Dolphins Plus is a marine mammal facility in Key Largo, Florida offering dolphin encounter programs and marine education experiences. The company operates multiple core products: Signature Swim and Shallow Water Dolphin Encounter programs for in-water interactions; Trainer For A Day for behind-the-scenes training experiences; Paint With a Dolphin and Dolphin Dockside for creative and dockside encounters; and specialized programs including Oma's Dolphin Swim Program, Golden Tide 55+ Experiences, Summer Camp, and Special Events. Supporting educational offerings include Field Trips aligned with NGSS standards, Animal Care Internship, and Research & Education programs. The facility also provides complementary experiences such as Touch Tank, Shadow a Vet Tech, and Exclusive Family Encounters. The company contributes to marine science through over 40 peer-reviewed research publications on cognition, behavior, conservation, welfare, acoustics, and veterinary care.

Differentiator

Problem solved

Functional benefit

Brands

• Trainer For A Day: Behind-the-scenes program where participants work one-on-one with experienced animal trainers to gain insight into marine mammal care and training.
• Signature Swim
• Shallow Water Dolphin Encounter
• Oma's Dolphin Swim Program
• Golden Tide 55+ Experiences
• Summer Camp
• Dolphins Plus Marine Mammal Responder

Products and services

• Signature Swim Premium in-water dolphin encounter that combines introductory shallow water behaviors with deeper water swimming for a faster-paced dolphin interaction, designed for tourists and families.
• Shallow Water Dolphin Encounter Waist-deep water dolphin interaction program that allows guests to meet and engage with dolphins up close while standing in shallow water.
• Paint With a Dolphin Interactive program in which guests work alongside dolphins to create artwork, with dolphins participating in the painting activity for guests to keep the finished pieces.
• Dolphin Dockside Dockside dolphin interaction experience that allows guests to engage with dolphins from the platform without entering deep water.
• Exclusive Family Encounter Private, intimate dolphin interaction program designed for families seeking a personalized marine mammal experience at the Key Largo facility.
• Trainer For A Day Behind-the-scenes full day or half day program where participants work one-on-one with experienced marine mammal trainers to learn about dolphin care, training, anatomy, behavior, and communication. Priced at $630 per swimmer full day and $350 per swimmer half day.
• Shadow a Vet Tech Program allowing participants to shadow veterinary technical staff and learn about marine mammal health care at the facility.
• Touch Tank Interactive touch tank experience that allows guests to interact with and learn about marine invertebrates at the facility.
• Oma's Dolphin Swim Program Specialized therapeutic dolphin swim program designed for cancer patients and individuals with specific guest needs.
• Golden Tide 55+ Experiences Age-appropriate dolphin encounter experiences tailored for senior guests aged 55 and older.
• Summer Camp Educational summer camp program for children featuring hands-on science activities, Florida Keys ecosystems, dolphin communication, and behavior education.
• Special Events Themed community special events hosted at the facility, including Easter Egg Hunts and similar recurring programs.
• Animal Care Internship Professional internship program providing hands-on experience in marine mammal animal care and training operations at the Key Largo facility.
• Field Trips Customized educational field trips for school groups featuring behind-the-scenes tours, interactive demonstrations, classroom presentations, labs, hands-on activities, and dolphin interactions aligned with NGSS, NOAA, and NSES educational standards.
• Meet Our Dolphins Educational dolphin introduction experience in which guests learn about the resident Atlantic bottlenose dolphins and meet them at the facility.
• Gift Shop On-site retail gift shop selling dolphin-themed merchandise, souvenirs, and original paintings made by the resident dolphins.

Quantifiable outcome

• Research team contributed to over 40 peer-reviewed scientific articles on marine mammal topics
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor and core.

• Make-A-Wish FoundationminorGTM or Marketing Partner · 1 April 2021Dolphins Plus partnered with Make-A-Wish to provide memorable dolphin encounter experiences for wish recipients, such as Giovanna's adventure.
• Mariners Hospital Young Philanthropists of Baptist Health (MHYPBH)minorGTM or Marketing Partner · 1 May 2017Hosted networking/recruitment event for MHYPBH at Dolphins Plus, with in-water dolphin experiences for participants.
• Monterey Bay Aquarium Seafood Watch ProgramcoreStrategic or Co-development PartnerDolphins Plus has partnered with the Monterey Bay Aquarium Seafood Watch Program to actively promote sustainable seafood choices among their guests, empowering individuals to make environmentally conscious decisions regarding seafood consumption.
• Alliance of Marine Mammal Parks and Aquariums (AMMPA)coreStrategic or Co-development PartnerAccredited member of AMMPA, requiring compliance with rigorous third-party audits and demonstrating excellence in animal welfare, care standards, and conservation practices.
• International Marine Animal Trainers Association (IMATA)coreStrategic or Co-development PartnerMember of IMATA, demonstrating professional standards in marine mammal training and care.
• American Canoe Association (ACA)minorOthersDolphins Plus displays ACA logo, indicating partnership or affiliation with the American Canoe Association for paddle sports and water activities.
• PADI (Professional Association of Diving Instructors)minorOthersDolphins Plus displays PADI logo, indicating partnership or affiliation with the world's leading scuba diving training organization.
• Dolphin Point VillasminorGTM or Marketing PartnerPartnership with Dolphin Point Villas, a nearby accommodation provider for Florida Keys visitors. Joint logo displayed on Dolphins Plus website footer.
• Marine Mammal Conservancy (MMC)coreStrategic or Co-development PartnerDolphins Plus works closely with Marine Mammal Conservancy, a non-profit 501(c)(3) organization in Key Largo dedicated to rescuing, rehabilitating, and releasing stranded marine mammals. DPMMR staff volunteer alongside MMC for rescue operations.
• Universities and Research OrganizationscoreStrategic or Co-development PartnerCollaborates with universities and like-minded organizations on research initiatives contributing to over 40 peer-reviewed articles on cognition, behavior, conservation, welfare, acoustics, and veterinary care.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clearwater Marine Aquarium: Florida marine mammal rescue and education facility on the Gulf Coast, focused on rescued dolphins including Winter (of "Dolphin Tale" fame). Operates encounter and educational programs analogous to Dolphins Plus's stranding/rescue mission.
• Miami Seaquarium: Historic South Florida marine mammal attraction offering dolphin encounters and shows — directly comparable offerings to Dolphins Plus though significantly larger and located on the mainland.
• Theater of the Sea: Islamorada, FL marine mammal attraction in the Upper Keys offering swim-with-dolphins programs, marine education, and encounters — directly competes for the same Florida Keys tourist and family segment.
• Dolphin Research Center: Located in Marathon, FL in the Florida Keys, Dolphin Research Center operates dolphin encounter and education programs at a similar scale and offers research and rescue services — the closest comparable to Dolphins Plus in geography, offerings, and accreditation profile.
• Dolphin Cove (Jamaica): Caribbean-based dolphin encounter park with locations in Jamaica, Ocho Rios, and other cruise ports — operates swim-with-dolphins programs at the same scale and model but serves the Caribbean cruise market rather than drive-to Keys tourists.
• Dolphin Encounters (Atlantis, Bahamas): Bahamas-based dolphin interaction facility at Atlantis Paradise Island offering swim-with-dolphins programs to resort and cruise guests — comparable encounter programs serving the broader Caribbean tourism market.
• Marineland Dolphin Adventure: Historic Florida marine mammal facility in St. Augustine offering dolphin encounters and educational programs — comparable operations though in northeast Florida rather than the Keys.

Broad incumbents

• SeaWorld Orlando: Major Florida marine theme park offering dolphin encounters, shows, and educational programming at significantly larger scale — broad incumbent that competes for the same Central Florida tourism demand.
• Discovery Cove (SeaWorld): Orlando, FL premium reservation-only marine encounter park owned by SeaWorld, offering dolphin swims and snorkeling — a much larger, well-capitalized incumbent that competes for Florida-bound tourists seeking dolphin interactions.

Emerging players

• Island Dolphin Care: Key Largo-based nonprofit offering therapeutic dolphin experiences for children with special needs and their families — directly comparable therapeutic use case to Oma's Dolphin Swim Program at Dolphins Plus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Dolphinspluspage
• Instagraminstagram.com/dolphinsplus
• LinkedInlinkedin.com/company/dolphins-plus

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Dolphins Plus