What Tracy Aviary does

Tracy Aviary (legally Friends of Tracy Aviary, Tax ID 87-0514210) is a private 501(c)-equivalent nonprofit zoological organization headquartered at 589 East 1300 South in Salt Lake City, Utah. Founded in 1938 by banker Russell Lord Tracy, it operates two physical campuses under a hybrid direct-to-consumer model: the historic 8-acre Tracy Aviary at Liberty Park (an AZA-accredited facility housing 300+ birds in themed botanical exhibits including Treasures of the Rainforest, Eagle Ridge, Owl Forest, and the South American Pavilion) and the Nature Center at Pia Okwai, a ~12-acre local-wildlife campus along the Jordan River in South Salt Lake opened in 2020 with Phase 2 opened in 2024.

The organization monetizes through seven interlocking revenue streams: tiered general admission tickets ($10.95-$14.95, free for ages 2 and under), subscription-style annual memberships ($45-$195 across four tiers), recurring and one-time donations, sponsorships (including a $40 feather sponsorship), private venue rentals and ticketed events (Wine Takes Flight, corporate events, weddings), fee-based special experiences (Lorikeet Adventures, Breakfast with the Birds), and on-site retail (Nature Store and Bird Feeder Café). Paid access is supplemented by free-admission programs such as Museums for All (SNAP recipients), Blue Star Museums (active military, summer 2026), and free Indigenous tribal nations admissions. Ticket sales are processed through Blackbaud, retail through Square, marketing automation through Mailchimp, and volunteer management through Volgistics.

Tracy Aviary serves families with children, K-12 school groups, tourists, members/donors, corporate/private event clients, and a conservation-supportive community engaged in bird surveys across 12+ Salt Lake area study sites. It is governed by a Board of Trustees and led by President/CEO Tim Brown with a senior team spanning Finance, Conservation, Operations, Guest Experience, and Exhibit Collections. The organization holds AZA accreditation, a Candid Platinum Seal of Transparency, a Charity Navigator rating, and is the oldest and largest free-standing aviary in the United States.

Name

Tracy Aviary

Legal name

Friends of Tracy Aviary

Website

https://tracyaviary.org

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Zoological Attraction and Nature Education

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Wildlife Viewing Hides, Observation Towers & Birding Sites (Managed Access) (THAAAFAE)

akta.pro secondary industry

Wildlife Viewing & Birdwatching Tours (THAAAEAB)

Keywords

• Bird zoo exhibits
• Nature education programs
• Wildlife conservation science
• Community science projects
• Family nature attractions

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices2 records

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. Admission Fees: General admission tickets sold to visitors for entry to Liberty Park campus. Pricing varies by age category (adult, child, senior, student/military) with special $5 after 5pm pricing on Mondays in summer.
2. Memberships: Annual memberships providing free unlimited admission, discounts at gift shop and cafe, and access to member-only events. Tiered levels: Individual ($45), Dual ($75), Family ($120), Family+ ($195).
3. Donations: One-time and monthly donations supporting the organization's mission to inspire curiosity and caring for birds and nature through education and conservation. Donors can also make direct contributions to specific programs including Conservation Fund and Nature Center expansion.
4. Sponsorships: Feather sponsorships ($40) for personalization on the giant red macaw exhibit, major sponsorship opportunities for exhibits, and support for Nature Center expansion phases.
5. Private Events & Venue Rentals: Corporate events, weddings, receptions, birthday parties, proposals, and tea parties hosted at both campuses. Events include Wine Takes Flight experiences and special ticketed events.
6. Special Programs & Experiences: Additional fee-based experiences including Lorikeet Adventures, Breakfast with the Birds, and special event tickets. Pricing varies from $1 to $65+ depending on the experience.
7. Merchandise Sales: Sales through The Nature Store (gift shop) offering bird-themed merchandise and the Bird Feeder Café serving food and beverages. 10% member discount on purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Tracy Aviary operates a nonprofit zoological facility featuring over 300 birds across two Salt Lake City campuses—an 8-acre Liberty Park location with themed botanical exhibits and a Nature Center at Pia Okwai along the Jordan River. The organization sells admission tickets and annual memberships, delivers education programs (field trips, camps, daily keeper talks), hosts public and private events, and runs a Conservation Science Program that engages the public in regional avian monitoring and habitat stewardship.

Product overview

Tracy Aviary is a nonprofit zoological organization operating two physical campuses: the historic 8-acre Tracy Aviary at Liberty Park (opened 1938) featuring over 300 birds from around the world in themed botanical exhibits, and the Nature Center at Pia Okwai (opened 2020) along the Jordan River offering local wildlife education and community science. The organization offers admission-based access to exhibits, annual memberships with reciprocal AZA benefits, structured education programs (field trips, camps, daily activities), public and private events, conservation science initiatives, and various support mechanisms including donations, bird adoption, and volunteer programs. Ticketing and membership sales are processed through Blackbaud while merchandise uses Square. The organization is AZA-accredited and holds nonprofit status with Tax ID 87-0514210.

Differentiator

Problem solved

Functional benefit

Products and services

• Tracy Aviary at Liberty Park The main 8-acre campus in Salt Lake City's Liberty Park featuring over 300 birds from around the world, including endangered species, with interactive bird shows, keeper demonstrations, and themed botanical garden exhibits such as Treasures of the Rainforest, Eagle Ridge, Owl Forest, and South American Pavilion.
• Nature Center at Pia Okwai A natural local wildlife oasis along Pia Okwai (Jordan River) in South Salt Lake, featuring walking trails, community science programs, and environmental education for visitors interested in the local ecosystem.
• General Admission Tickets Ticketed entry to Liberty Park with pricing tiers for adults ($14.95), children ($10.95), seniors ($12.95), and free admission for infants 2 and under; includes $5 after 5pm Monday specials during summer months and discounted group rates for school and chaperone groups of 15+.
• Annual Membership Program Annual memberships with levels including Individual ($45), Dual ($75), Family up to 4 people ($120), and Family+ up to 8 people ($195). Benefits include free unlimited admission, 10% store and cafe discounts, member-only events, and reciprocal benefits with over 100 AZA institutions.
• Education Programs Structured learning offerings including daily keeper talks and activities, school field trips with curriculum-aligned programs, Summer Break Camps, on-site Experiences (encounters), and an Artist in Residence Program.
• Public and Private Events Ticketed public events such as Wine Takes Flight, Pride Teatimes, Members' Nights, Birdlesque cabaret, and Breakfast with the Birds, plus private venue rentals for corporate events, weddings, children's birthday parties, proposals, and tea parties at both campuses.
• Conservation Science Program Conservation science initiative that conducts year-round community science bird surveys at 12+ study sites throughout the Salt Lake region, supports dozens of community science projects across Utah, and engages diverse communities in scientific data collection for habitat stewardship.
• Adopt a Bird Program Virtual adoption program allowing supporters to symbolically adopt a Tracy Aviary bird to directly support bird care, with adoption packages provided to contributors.
• Donation and Sponsorship Programs Charitable giving options including one-time or monthly donations, $40 Feather Sponsorships displayed on the giant macaw exhibit, Nature Center expansion donations, Amazon Wishlist gifts, and major exhibit sponsorships.
• The Nature Store and Bird Feeder Café Physical and online retail of bird-themed merchandise and food and beverage offerings, available at the Liberty Park campus and via the Square online storefront; members receive a 10% discount on purchases.

Quantifiable outcome

• Over 300 birds from around the world, including endangered and extinct-in-the-wild species, cared for at Liberty Park campus
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Ten partnerships are on record, tiered major, core and minor.

• National Endowment for the Arts (Blue Star Museums)majorGTM or Marketing Partner · 16 May 2026Blue Star Museums program providing free admission to active military personnel and families during summer. Tracy Aviary participates May 16 - September 7, 2026, offering 6 free admissions per military family.
• Audubon RockiescoreStrategic or Co-development PartnerPartnership with Audubon Rockies for Snowy Plover monitoring surveys on the south shore of Great Salt Lake. Supports regional conservation efforts and community science data collection.
• Audubon Saline LakescoreStrategic or Co-development PartnerCollaboration with Audubon Saline Lakes for bird monitoring and conservation work related to the Great Salt Lake ecosystem.
• Wildlife Rehabilitation Center of Northern Utah (WRCNU)minorOthersReferral partner for injured wildlife rehabilitation. WRCNU is a licensed wildlife rehabilitator in Utah. Tracy Aviary cannot accept injured wildlife directly and refers members of the public to this organization.
• Wildlife Center of Salt LakeminorOthersReferral partner for injured wildlife rehabilitation. Licensed wildlife rehabilitator in the Salt Lake area. Tracy Aviary works closely with this organization for wildlife care referrals.
• MMIR Utah (Missing and Murdered Indigenous Relatives)coreStrategic or Co-development PartnerCollaboration with MMIR Utah's Medicine Forward initiative for mural project at Nature Center at Pia Okwai. Project advances healing and resilience through creative expression, legislative advocacy, and intergenerational learning. Local Diné multimedia artist Mychaela P. creating Medicine Forward mural.
• Salt Lake City (City Partnership)majorOthersPartnership with Salt Lake City to operate aviary facilities on city-owned Liberty Park land. The aviary originated from banker Russell Lord Tracy's collaboration with the city to designate park space.
• Association of Zoos and Aquariums (AZA)coreStrategic or Co-development PartnerAZA accreditation signifies meeting highest standards for animal care and guest experience. Enables reciprocal benefits with 100+ member institutions. Tracy Aviary is one of only two free-standing aviaries in the nation with this accreditation.
• Utah Division of Wildlife ResourcescoreStrategic or Co-development PartnerLicensing and regulatory oversight body for wildlife rehabilitation. Tracy Aviary works with licensed rehabilitators identified through this organization.
• Visit Salt LakemajorGTM or Marketing PartnerTracy Aviary included in Visit Salt Lake Connect Pass providing free admission to multiple Salt Lake area attractions, promoting tourism and visitor access.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Regional players

• Utah's Hogle Zoo: The primary AZA-accredited zoo in the Salt Lake City metro area. Local reciprocal partner with Tracy Aviary and the most direct regional competitor for family education outings, school field trips, and memberships.
• Ogden Nature Center: A Utah-based nonprofit nature center with similar mission, education programming, and bird-related exhibits. Reciprocal admissions partner with Tracy Aviary and a comparable Salt Lake-area local attraction.

Direct peers

• National Aviary: The only other free-standing aviary in the U.S. and the most directly comparable peer; both organizations operate AZA-accredited aviaries with bird collections, educational programming, and membership models. Pittsburgh location is the structural twin of Tracy Aviary's Salt Lake City niche.

Broad incumbents

• Bronx Zoo: Operated by WCS, the Bronx Zoo is one of the largest AZA-accredited zoological parks and a leading reciprocal partner. Comparable as a multi-species zoological institution with conservation science, education programs, and membership tiers.
• Smithsonian's National Zoo: A flagship AZA-accredited zoological park offering free admission with extensive conservation science and education programming. Peer on revenue model (memberships, donations) and educational programming depth.
• Cincinnati Zoo & Botanical Garden: AZA-accredited zoo with an active botanical garden component mirroring Tracy Aviary's Liberty Park "themed botanical gardens" experience. Comparable on education programming, family memberships, and conservation focus.
• Saint Louis Zoo: A leading AZA-accredited zoo recognized for conservation science and education. Comparable as a nonprofit zoological institution with memberships, donor-supported operations, and species survival programs.
• San Diego Zoo: Largest AZA-accredited zoological operation with global conservation programs. Comparable in scale of bird collection, conservation science output, and revenue model diversification (admissions, memberships, donations, events).
• Riverbanks Zoo & Garden: Mid-sized AZA-accredited zoo and garden combining zoological collections with botanical gardens, similar to Tracy Aviary's Liberty Park concept. Comparable on membership tiers, education, and donor-supported nonprofit model.

Emerging players

• World Center for Birds of Prey: Operated by the Peregrine Fund, this is a Boise-based raptor-focused facility with comparable bird conservation, education, and visitor programming—narrower avicultural scope but similar avian niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TracyAviary
• Facebookfacebook.com/tracyaviary
• Instagraminstagram.com/tracyaviaryofficial
• TikToktiktok.com/@tracyaviary
• LinkedInlinkedin.com/company/tracy-aviary

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Tracy Aviary