Fairytale Town

Name

Fairytale Town

Legal name

Fairytale Town

Website

https://fairytaletown.org

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Children's Theme Park

NAICS

Amusement and Theme Parks (713110), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Family, Kids & Education Fairs (MPAGAFAH)

akta.pro secondary industries

Kids & Family Learning Workshops (Family Crafts, Junior Maker Classes) (THAJAKAO), Kids Party Entertainment (Clowns, Magicians, Characters) (HSACACAG)

Keywords

• Children's theme park
• Outdoor children's museum
• Storybook playsets
• Educational field trips
• Children's summer camps

Headquarters

HQ city

Sacramento

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, Others, Supply Chain

Revenue model

1. General Admission: Visitors pay admission fees to enter the 3.5-acre storybook park. Standard rates are $10 for adults and children ages 2-12, with free admission for children 1 and under and members.
2. Annual Memberships: Families purchase annual memberships for free admission and various discounts on programs, events, and birthday parties over a 12-month period.
3. Birthday Party Packages: The park offers hosted and self-serve birthday party packages at various venues within the park, including King Arthur's Castle, Pirate's Cove, and Mr. McGregor's Garden.
4. After-Hours Park Rentals: Private evening events and rentals for company picnics, family reunions, weddings, showers, and rehearsal dinners are available for exclusive use of all or part of the 3.5-acre park.
5. Donations and Charitable Contributions: As a 501(c)(3) nonprofit, Fairytale Town receives tax-deductible donations from individuals, businesses, and foundations, including tribute bench sponsorships, planned gifts, and endowment contributions.
6. Sponsorships: Corporate and foundation sponsors support specific programs, special events, special projects, and capital improvements in exchange for logo recognition and promotional benefits.
7. Cafe and Retail Sales: The Dish & Spoon Cafe generates revenue from food and beverage sales including hot dogs, popcorn, ice cream, sandwiches, and fresh fruit. Retail items are sold at the gift shop.
8. Magic Story Box Key Rentals: Rental of magic story box keys at $20 per key, with $17 refunded upon return by 4 PM, providing audio stories and songs at themed attractions.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Fairytale Town operates a 3.5-acre nonprofit storybook children's park in Sacramento's William Land Park, featuring 26+ playsets themed around nursery rhymes and fairytales, animal enclosures (Wensleydale sheep, Flemish Giant rabbits, Nigerian Dwarf goats, Kunekune pigs, chinchillas, miniature horses), two performing arts stages, and themed gardens. The park generates revenue through general admission ($10 for adults and children 2-12), annual memberships, hosted birthday party packages at themed venues, educational field trips and workshops for Pre-K through 5th grade, summer/spring/fall day camps, Toddler Time, Family Campouts, after-hours private event rentals, The Dish & Spoon Cafe, the Gift Shop, Magic Story Box audio rentals, and Children's Theater shows produced with NorCal Arts and Puppet Art Theater Company.

Product overview

Fairytale Town is a nonprofit 3.5-acre storybook park and outdoor children's museum in Sacramento, California, dedicated to promoting imagination, creativity, and education of children since 1959. The core product is general admission to the park featuring 26+ playsets themed around nursery rhymes and fairy tales. The offering is organized as a single unified park experience with multiple integrated add-on modules including birthday party packages (Royal Party, Pirate Party, Green Thumb Party, Enchanted Garden Party), educational programs (field trips, workshops, summer/spring/fall FunCamps, scout programs), membership program, specialty experiences (Family Campouts, Children's Theater Shows, Magic Story Boxes), food service (The Dish & Spoon Cafe), retail (Gift Shop), private event rentals (After Hours Rentals), and the off-site Sacramento Adventure Playground program. The park serves approximately 230,000-250,000 visitors annually and operates as a 501(c)(3) nonprofit organization.

Differentiator

Problem solved

Functional benefit

Products and services

• Storybook Park Admission
• Animal Exhibits
• Annual Membership Program
• Birthday Party Packages
• School Field Trips
• School Field Trip Workshops
• Summer FunCamps
• Toddler Time
• Family Campouts
• Children's Theater Shows
• Magic Story Boxes
• The Dish & Spoon Cafe
• Gift Shop
• After Hours Park Rentals
• Special Events
• Sacramento Adventure Playground

Quantifiable outcome

• Serves approximately 230,000 visitors annually from over 100 zip codes and 30 counties
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• UC Davis HealthminorGTM or Marketing Partner · 1 January 2026UC Davis Health sponsors the Summer FunCamp program as an Exclusive Summer FunCamp Sponsor, providing support for educational camp programming.
• NorCal ArtscoreStrategic or Co-development PartnerNorCal Arts partners with Fairytale Town to produce children's theater performances at the Children's Theater stage. The organization presents dynamic theatrical performances on select weekends, contributing to the park's educational programming and live entertainment offerings.
• Puppet Art Theater CompanycoreStrategic or Co-development PartnerPuppet Art Theater Company presents classic fairytales and folktales in the Children's Theater, including shows like Tommy's Pirate Adventure and Red Riding Hood. Performances are offered on weekends and during the Puppet Festival in May.
• Sacramento Regional TransitminorChannel Partner/ Reseller/ DistributorSacramento Regional Transit provides public bus service to Fairytale Town via routes 6 and 62, with stops in front of the park on Land Park Drive and within walking distance on Freeport Boulevard.
• City of SacramentocoreStrategic or Co-development PartnerThe City of Sacramento owns the land in William Land Park where Fairytale Town operates. The partnership dates to the park's founding in 1959, when the city accepted Fairytale Town as a gift and assumed maintenance responsibilities before the nonprofit transition in 1997.
• Matsuyama, Japan (Sister City)minorOthersThe Urashima Taro Japanese Garden features authentic stone structures from Fairytale Town's sister city Matsuyama, Japan, representing a cultural exchange partnership that enhances the park's multicultural programming.
• Sacramento Adventure PlaygroundcoreStrategic or Co-development PartnerThe Sacramento Adventure Playground is a free after-school youth development program for ages 7-15 located at the Maple Neighborhood Center and powered by Fairytale Town. Community Days are held monthly, and Fairytale Town supports summer camp sessions.
• AmazonminorGTM or Marketing PartnerFairytale Town participates in AmazonSmile, a program that donates 0.5% of eligible purchases to the nonprofit when customers select Fairytale Town as their charity.
• Lund ConstructionminorGTM or Marketing PartnerLund Construction is the sponsor of the Sir Galahad level ($10,000) of the King Arthur's Round Table sponsorship program, supporting fairytale-themed park improvements.
• Crystal CreameryminorGTM or Marketing PartnerCrystal Creamery sponsors the Ice Cream Fantasy event, providing support for seasonal programming that celebrates summer fun.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Children's Fairyland: Children's Fairyland in Oakland, CA is a nonprofit storybook amusement park with playsets based on fairy tales and nursery rhymes — the direct historical inspiration for Fairytale Town (founded 1950, predating FTT by 9 years) and the closest comparable operating model in California.
• Bay Area Discovery Museum: Bay Area Discovery Museum in Sausalito, CA is a nonprofit children's museum with outdoor playsets, animal exhibits, and literacy/play-based programming targeted at families with young children — comparable mission and product mix to Fairytale Town.
• Please Touch Museum: Please Touch Museum in Philadelphia is a nonprofit children's museum focused on imaginative, hands-on play for ages 0–7 with themed exhibit zones — directly comparable as a literacy/play-based children's destination with birthday party and membership programs.
• Kidspace Children's Museum: Kidspace Children's Museum in Pasadena, CA is a nonprofit children's museum with indoor/outdoor interactive exhibits, gardens, animal encounters, and summer camps — comparable in scale and product mix to Fairytale Town.
• Children's Discovery Museum of San Jose: Children's Discovery Museum of San Jose is a large nonprofit children's museum with outdoor exhibits, themed play areas, and educational programming serving Bay Area families — a comparable California children's museum operator.
• Marbles Kids Museum: Marbles Kids Museum in Raleigh, NC is a nonprofit children's museum with imaginative play exhibits, an outdoor park area, and themed programming for young children — comparable nonprofit children's destination model.

Regional players

• Sacramento Children's Museum: Sacramento Children's Museum is a hands-on children's museum serving the same Sacramento metro families as Fairytale Town with indoor exhibits and programming, but without the outdoor storybook-park format or literacy theme.
• Children's Creativity Museum: Children's Creativity Museum in San Francisco is a nonprofit children's museum focused on creative/imaginative play and technology — a regional Northern California comparable to Fairytale Town's educational-play mission.

Broad incumbents

• The Children's Museum of Indianapolis: The Children's Museum of Indianapolis is the largest children's museum in the world, with broad-based themed exhibits and educational programming for families — a scaled-up incumbent in the same nonprofit children's-museum space.
• LEGOLAND California: LEGOLAND California in Carlsbad is a large for-profit theme park targeting families with children ages 2–12 in California — a broader incumbent competing for the same Sacramento family day-trip and weekend entertainment wallet.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fairytaletown
• Facebookfacebook.com/fairytaletown
• Instagraminstagram.com/fairytaletownsac
• LinkedInlinkedin.com/company/fairytale-town

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 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 Fairytale Town