What Clearwater Marine Aquarium does

Clearwater Marine Aquarium (CMA) is a Florida-based 501(c)(3) non-profit marine life rescue, rehabilitation, and education center founded in 1975 and headquartered at a single facility on Windward Passage in Clearwater. Its core mission centers on rescuing, rehabilitating, and releasing stranded marine animals, operating a Manatee Rehabilitation Center and conducting sea turtle nesting patrols, rather than collecting animals for display. CMA is accredited by the Association of Marine Mammal Parks and Aquariums (AMMPA) and is a member of the International Marine Animal Trainers Association (IMATA), placing it among roughly 220 AMMPA-accredited facilities globally.

The organization monetizes through direct-to-consumer admissions, annual memberships, on-site retail (including Winter the dolphin merchandise and a Marine Life Rescue Project storefront), interactive paid experiences (Dolphin Experiences, Harbor Seal Experience, Shark Care, Sea Turtle Nesting Ride-Along, boat tours, behind-the-scenes tours), charitable donations, corporate sponsorships (e.g., BayCare's naming of the Kids Check-Up exhibit), and government grants. CMA is best known globally for Winter the dolphin, the amputee star of the Dolphin Tale films, whose prosthetic-tail technology became a defining technical and brand asset; Winter's death in November 2021 triggered a ~40% revenue decline, which CMA is now attempting to reverse under CEO Joe Handy via the $32 million "Rising Tides" diversification campaign, the new Tales of Winter immersive exhibit (June 2025), harbor seals (2025), and the Pinniped Pier sea lion habitat (2025-2026).

Operationally, CMA faced a material setback when Hurricane Helene flooded the original structure with four feet of water in September 2024. Current sub-brands include the CMA Research Institute (marine conservation research) and the CMA Inspires Program (storytelling around rescued animals). The underlying technology is physical rather than digital: hospital tanks, specialized animal care environments, prosthetic development expertise, and a research institute, with no disclosed AI/ML, software platform, or API products.

Name

Clearwater Marine Aquarium

Legal name

Clearwater Marine Aquarium

Website

https://cmaquarium.org

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

251–500 employees

Short description

Clearwater Marine Aquarium is a Clearwater, Florida-based 501(c)(3) non-profit marine life rescue, rehabilitation, and education center serving general-public visitors, families, and tourists through paid admissions, animal experiences, memberships, retail, and donations.

Ownership category

akta.pro rank

Product category

Marine Aquarium and Wildlife Conservation Services

NAICS

Support Activities for Water Transportation (4883)

SIC

Water Transportation (4400)

akta.pro primary industry

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

akta.pro secondary industries

Whale Watching & Marine Mammal Tours (THAAAIAC), Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching) (THAAAAAJ)

Keywords

• Marine animal rescue
• Marine life rehabilitation
• Aquarium admissions
• Marine conservation education
• Wildlife experience programs

Headquarters

HQ city

Clearwater

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales and Admissions: Direct admission fees from visitors to the aquarium attraction. Attendance has fluctuated significantly, declining from 463,000 to 318,500 visitors following Winter the dolphin's death in 2021.
2. Memberships: Annual and seasonal memberships offering unlimited visits and exclusive benefits to frequent visitors and supporters.
3. Fundraising Campaigns: Major fundraising initiatives including the $32 million 'Rising Tides' campaign to diversify beyond Winter's legacy and fund new habitat development.
4. Tourist Tax Funding: Government funding through tourist tax money ($6 million allocated) for specific projects like sea lion and otter habitats.
5. Retail Operations: On-site merchandise store selling Winter the dolphin items, rescue collection merchandise, and marine life-themed products.
6. Donations: Charitable donations from visitors, members, and supporters to support animal care, rescue operations, and conservation programs.
7. Corporate Partnerships: Sponsorships and partnerships with businesses including BayCare (Kids Check-Up exhibit naming) and other corporate sponsors.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Clearwater Marine Aquarium operates as a non-profit marine life rescue center and aquarium in Clearwater, Florida, offering general admission to view rescued marine animals, interactive animal encounters (dolphin, harbor seal, shark, stingray experiences), boat and wildlife tours, a manatee rehabilitation center, and educational programs. Revenue is generated through ticket sales, annual memberships, donations, corporate sponsorships, and an on-site/online retail store.

Product overview

Clearwater Marine Aquarium is a non-profit 501(c)(3) marine life rescue center and aquarium offering a diverse portfolio of experiences and rehabilitation services. The core offering centers on the main aquarium facility featuring rescued marine animals, complemented by interactive experiences (Dolphin Experiences, Harbor Seal Experience, Shark Care Experience), boat tours (Sea Life Safari Tour, Dolphin & Wildlife Boat Tour), and seasonal programs (Sea Turtle Nesting Ride-Along). Key exhibits include the new Tales of Winter the Dolphin immersive exhibit celebrating the famous prosthetic-tailed dolphin. The facility also operates a Manatee Rehabilitation Center for injured marine mammals and is expanding with a new Pinniped Pier sea lion habitat opening July 2025. The aquarium generates revenue through admissions, memberships, and an online merchandise store.

Differentiator

Problem solved

Functional benefit

Brands

• CMA Research Institute: Research arm of Clearwater Marine Aquarium focused on marine conservation research.
• CMA Inspires Program

Products and services

• Clearwater Marine Aquarium Main Facility (General Admission) Florida's marine life rescue center and non-profit aquarium featuring rescued marine animals, conservation programs, and educational experiences for visitors.
• Dolphin Experiences Interactive dolphin encounter programs allowing visitors to get up close with resident dolphins, featuring educational presentations about marine life conservation.
• Harbor Seal Experience Interactive experience with the aquarium's three harbor seals in their newly-renovated seal habitat.
• Shark Care Experience Interactive experience learning about shark care and feeding from the aquarium's dedicated shark care team.
• Feed a Stingray Interactive feeding experience with resident stingrays, allowing visitors to interact with these marine animals.
• Tortoise Treat Time Interactive experience feeding tortoises including red-footed tortoises at the aquarium.
• Behind the Scenes Tour Exclusive tour offering access to areas typically closed to the public, including animal care areas and behind-the-scenes operations of the marine life rescue center.
• Sea Life Safari Tour Guided boat tour exploring local waters to observe marine wildlife in their natural habitat.
• Dolphin & Wildlife Boat Tour Boat excursion focused on spotting dolphins and other wildlife in Clearwater area waters.
• Sea Turtle Nesting Ride-Along Educational beach excursion during sea turtle nesting season (May 4-Sept. 4, 2026) with sea turtle nesting biologists to learn about the nesting process and conservation efforts.
• Manatee Rehabilitation Center Dedicated facility for rescuing, rehabilitating, and releasing injured or orphaned manatees back to the wild.
• Tales of Winter the Dolphin Exhibit Brand-new immersive exhibit celebrating Winter the dolphin's inspiring journey, featuring memorabilia, movie props, and the real prosthetic tails she wore.
• Membership Program Annual pass membership offering unlimited visits, special discounts, and exclusive member benefits for supporters of the aquarium's mission.
• Live Webcams Live webcams providing real-time viewing of resident animals including dolphins, allowing virtual visitors to observe marine life.

Quantifiable outcome

• Rescued, rehabilitated, and released numerous marine animals annually
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Church of ScientologyminorOthersHistorically contentious relationship. The Church of Scientology previously opposed the aquarium's county funding request in 2017. The new CEO Joe Handy is working to rebuild the relationship as part of broader community engagement efforts.
• Georgia AquariumminorStrategic or Co-development PartnerProfessional connection through CEO Joe Handy, who joined Clearwater Marine Aquarium in 2022 from Georgia Aquarium, bringing industry expertise and potentially facilitating knowledge sharing.
• BayCareminorGTM or Marketing PartnerHealthcare provider sponsoring the BayCare Kids Check-Up exhibit at the aquarium.
• Visit St. Pete-ClearwaterminorGTM or Marketing PartnerRegional tourism organization that promotes the aquarium as a visitor destination, including recognition in the Besties Awards.
• CMA Research InstitutecoreOthersResearch arm of Clearwater Marine Aquarium focused on marine conservation and animal health studies.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Georgia Aquarium: The largest aquarium in the Western Hemisphere, located in Atlanta. Directly comparable as a major U.S. aquarium with marine mammal exhibits, rescue operations, and educational programming; CMA's CEO Joe Handy joined from Georgia Aquarium, indicating direct operational lineage.
• Monterey Bay Aquarium: Iconic non-profit aquarium with strong conservation mission, rescue programs, and educational exhibits. Comparable as a mission-driven, donation-supported aquarium that pioneered immersive marine experiences and built a global brand.
• Shedd Aquarium: Chicago-based non-profit aquarium with marine mammal exhibits, rescue operations, and substantial corporate partnerships. Comparable scale and mission orientation as a major non-profit aquarium with diversified revenue streams.
• National Aquarium: Baltimore-based non-profit aquarium with dolphin experiences, animal rescue, and conservation programming. Comparable non-profit model, marine mammal experiences, and educational programming aimed at family visitors.
• SeaWorld Orlando: Major marine theme park with dolphin experiences, sea lion exhibits, and rescue operations. Comparable as a Florida-based marine attraction with dolphin encounters and pinniped experiences, though operating as a for-profit theme park.

Direct peers

• Florida Aquarium: Major Florida-based aquarium in Tampa offering marine life exhibits, boat tours, and conservation programs. Direct geographic competitor within the Tampa Bay region for tourist visitation, family audiences, and dolphin/wildlife experiences.
• Mote Marine Laboratory & Aquarium: Sarasota, Florida aquarium combining marine research with public exhibits, manatee and sea turtle rehabilitation, and boat-based eco-tours. Closely comparable as a Florida Gulf Coast marine rescue/rehab facility with a research arm akin to CMA's Research Institute.
• Mystic Aquarium: Connecticut aquarium focused on beluga whales and marine mammal rescue/rehabilitation. Comparable as a non-profit marine rescue center with beluga/dolphin experiences, animal encounters, and conservation education.
• Audubon Aquarium of the Americas: New Orleans non-profit aquarium with Gulf of Mexico exhibits, sea otter programming, and marine rescue. Comparable as a Gulf Coast non-profit aquarium featuring rescued marine animals, sea otters, and shark experiences.

Emerging players

• Ripley's Aquarium of Myrtle Beach: Tourist-oriented aquarium featuring shark tunnels, dolphin experiences, and rotating exhibits. Comparable as a tourism-driven aquarium targeting family visitors with interactive marine mammal encounters and boat tour adjacencies.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CMAquarium
• Facebookfacebook.com/SeeWinter
• LinkedInlinkedin.com/company/clearwater-marine-aquarium

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Clearwater Marine Aquarium