Center in the Square
Center in the Square is a Roanoke-based 501(c)(3) nonprofit operating a seven-story cultural complex with aquariums, museums, theatre, arcade, and dining, serving families, K-12 school groups, and tourists while providing rent-free space to six affiliated nonprofit arts organizations.
- Company typePrivate
- Founded1983
- HeadquartersRoanoke, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Center in the Square does
Center in the Square is a private, independent 501(c)(3) nonprofit cultural complex headquartered at 1 Market Square SE in downtown Roanoke, Virginia, founded in 1983 as the Western Virginia Foundation for the Arts and Sciences in response to downtown economic decline. The organization operates a seven-story historic building that aggregates multiple attractions under one roof: the Mill Mountain Theatre MainStage, Science Museum of Western Virginia (50,000+ sq ft across floors 4 and 5), Kids Square Children's Museum, Roanoke Pinball Museum (70+ machines from 1932 to present), Roanoke STARCADE (3,000+ sq ft, 100+ free-play arcade games), and the Six & Sky Rooftop Grille restaurant. Six atrium aquariums containing more than 10,000 gallons of freshwater and saltwater exhibits are free to the public, supported by named corporate sponsors.
The business model is a hybrid of paid admissions (Kids Square $11, Science Museum $13.50-$17.50, Pinball Museum $15 all-day, STARCADE $16), commercial tenant rent (Candy Store, Ivory on Campbell, Visit Virginia's Blue Ridge), corporate sponsorships (Steel Dynamics, First Bank, AEP, Advance Auto Parts, Delta Dental, McDonald's, Carilion Clinic), individual donations processed through OvationTix, box office service fees, event space rental (Level-Up Lounge for up to 60 guests), and educational field trip programming under the Center Adventure initiative. The organization owns four downtown Roanoke properties, including a converted 1914 feed-and-seed warehouse and the historic Norfolk & Western Railway passenger station, and provides rent-free space and utilities to six beneficiary nonprofit cultural organizations. A 19-member board chaired by John G. Rocovich Jr. oversees operations led by President and General Manager Tara Marciniak with CFO Amy Wilson.
Distribution is direct-to-consumer through walk-in visitors, the OvationTix online box office, school group bookings, and virtual field trip programs. Marketing spans Facebook, Instagram, TikTok, YouTube, LinkedIn, an email newsletter, regional press coverage (WSLS, WDBJ7, WRN, The Roanoker), and an event calendar that includes Illuminights at Explore Park, Corks & Crowns gala, Miniatures on the Market, Foam on the Farm, Chili Cook-Off, and the Blue Ridge Chocolate Festival. Recent strategic activity includes the announced non-renewal of the Science Museum lease effective end of 2026 due to water damage liability, exploration of a rooftop Sky Garden development with a potential Ferris wheel, and reclamation of the fourth and fifth floors for new Center-operated interactive exhibits.
Center in the Square firmographics
Firmographics- Name
- Center in the Square
- Legal name
- The Western Virginia Foundation for the Arts and Sciences
- Website
- https://centerinthesquare.org
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Center in the Square is a Roanoke-based 501(c)(3) nonprofit operating a seven-story cultural complex with aquariums, museums, theatre, arcade, and dining, serving families, K-12 school groups, and tourists while providing rent-free space to six affiliated nonprofit arts organizations.
- Ownership category
- akta.pro rank
Center in the Square industry classification
Industry- Product category
- Cultural Attractions and Nonprofit Museum Complex
- NAICS
- Museums, Historical Sites, and Similar Institutions (7121), Amusement Parks and Arcades (7131)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Cultural Centers & Multidisciplinary Arts Institutions (THAJADAJ)
- akta.pro secondary industries
- Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Children’s Museums (THAJADAE), Family, Kids & Education Fairs (MPAGAFAH)
Keywords
Where Center in the Square is headquartered
LocationHeadquarters
- HQ city
- Roanoke
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Center in the Square business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Ticket Sales for Center-Operated Attractions: Admission revenue from Center-operated attractions including Kids Square ($11/adult and child), Science Museum of Western Virginia ($13.50–$17.50), Roanoke Pinball Museum ($15 all-day), Roanoke STARCADE ($16 single admission), and Roanoke STARCADE group/event bookings. Also includes gift certificate sales and birthday party packages.
- Commercial Tenant Rent: Local businesses lease space within Center's buildings, generating rental income. Tenants include Visit Virginia's Blue Ridge (tourism), The Candy Store, Ivory on Campbell bridal shop, and Six & Sky Rooftop Grille restaurant.
- Donations and Individual Giving: Tax-deductible donations from individuals supporting the Center's mission to keep aquariums free and fund educational programming. Processed online via OvationTix platform or by mail. Managed by Development Coordinator Cadie Burks.
- Corporate Sponsorships: Corporate sponsors fund specific exhibits (aquarium sponsors like Steel Dynamics, First Bank), events (Corks & Crowns, Chili Cook-Off, Illuminights, Miniatures on the Market, Blue Ridge Chocolate Festival), and the Virtual Get Schooled educational program. Sponsors receive recognition across Center communications and event materials.
- Box Office Service and Processing Fees: The Center's full-service box office sells tickets for multiple organizations. A nominal processing fee plus the City of Roanoke admissions tax are included in most advertised ticket prices. The box office handles tickets for Mill Mountain Theatre, Science Museum, Kids Square, and other attractions.
- Event Venue Rental: Revenue from renting the Level-Up Lounge event space (up to 60 seated guests) for celebrations and corporate gatherings. Contact [email protected]. Also includes rental of the rooftop pavilion (planned) for small weddings and special events as part of Sky Garden development.
- Field Trip and Educational Programming: Revenue from in-person and virtual field trips coordinated through the Center Adventure program, including SOL-aligned classroom activities delivered in private museum classrooms. Free virtual passports funded by sponsors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kids Square — Single Admission |
| Unit Pricing | Pay-as-you-go | Science Museum of Western Virginia — Single Admission |
| Unit Pricing | Pay-as-you-go | Roanoke Pinball Museum — Single Admission |
| Unit Pricing | Pay-as-you-go | Roanoke STARCADE — Single Admission |
| Freemium | Pay-as-you-go | Atrium Aquariums — Free Public Access |
| Transaction based/ take rate | Pay-as-you-go | Box Office Processing Fees |
| Unit Pricing | Pay-as-you-go | Miniatures on the Market 2026 — Activity Tickets |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Center in the Square product offering
Product offeringCore offering
Center in the Square is a nonprofit cultural complex in downtown Roanoke, Virginia that operates a portfolio of museums, aquariums, theatres, and educational attractions under one roof. The organization directly operates Kids Square Children's Museum, Roanoke Pinball Museum, Roanoke STARCADE, and the Atrium Aquariums, while also providing rent-free space to six partner cultural nonprofits including Mill Mountain Theatre and the Science Museum of Western Virginia. It sells admission tickets, educational field trip programs, event venue rentals, and accepts donations and corporate sponsorships to fund operations.
Product overview
Center in the Square is a seven-story nonprofit cultural complex in downtown Roanoke, VA, housing multiple museums, theatres, aquariums, and educational attractions. The organization operates as a unified platform combining ticketing services (Box Office), attractions (Mill Mountain Theatre, Science Museum of Western Virginia, Kids Square Children's Museum, Roanoke Pinball Museum, Roanoke STARCADE), dining (Six & Sky Rooftop Grille), retail (The Candy Store), and educational programs (Center Adventure Field Trips). The organization also provides free space to six nonprofit partners and owns multiple historic properties. Proposed developments include a Sky Garden rooftop attraction with a potential Ferris wheel.
Differentiator
Problem solved
Functional benefit
Brands
- Center Adventure: Educational initiative providing interactive field trips and virtual learning experiences for students
- The Level-Up Lounge
- Six & Sky Rooftop Grille
- The Candy Store
- Sky Garden
Products and services
- Atrium Aquariums Free public aquarium exhibits in the main atrium featuring more than 10,000 gallons of freshwater and saltwater habitats, including a living coral reef, Amazon predators, native Virginia turtles, and a close-reef exhibit. Open to all visitors during Center operating hours.
- Kids Square Children's Museum STEAM-rich indoor children's museum where children role-play in a mini town, featuring construction zones, a sensory cove, and a gross motor forest area for hands-on learning and imaginative play. Targeted at young children and families.
- Roanoke Pinball Museum Museum featuring more than 70 fully playable pinball machines spanning from 1932 classics to modern titles, blending art, science, and cultural history through interactive displays. Operated as an all-day play attraction.
- Roanoke STARCADE Retro arcade museum with 3,000+ square feet featuring more than 100 free-play arcade games including classics like Pac-Man and Donkey Kong, Skee-ball, Air Hockey, and modern titles. All games set to free-play mode.
- Center Adventure Field Trips Educational program offering in-person and virtual field trips with hands-on activities, themed learning passports, and SOL-aligned programs for K-12 students. Includes the Kids Square Express mobile museum and downloadable virtual passports funded by sponsors.
- Level-Up Lounge Event Venue
Quantifiable outcome
- Over $30 million in annual economic impact for the Roanoke region
- +3 more outcomes
Companies that use Center in the Square
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Center in the Square technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Center in the Square partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Mill Mountain TheatrecoreOne of the original five nonprofit organizations that moved into Center in the Square when it opened in 1983. Mill Mountain Theatre is a professional regional theatre presenting musicals, comedies, dramas, and youth productions on its MainStage within Center in the Square. Receives rent-free space and utilities from Center in the Square, enabling it to focus resources on programming and artistic productions. Also offers year-round classes, summer camps, and community outreach.
- Science Museum of Western VirginiacoreLocated on the 4th and 5th floors of Center in the Square, occupying over 50,000 sq ft of immersive STEM exhibit space. Includes The Eye full-dome planetarium, Dino Dig, Bubble sensory zone, WonderLab, and Parakeet Garden. Receives subsidized space from Center in the Square. Note: Center in the Square announced in January 2026 that the Science Museum's lease will not be renewed at the end of 2026 due to water damage liability concerns from exhibits requiring large amounts of water.
- Roanoke History MuseumcoreOne of the six nonprofit cultural organizations receiving free space and utilities from Center in the Square. Preserves and presents the history of the Roanoke Valley and Western Virginia within the Center's facilities.
- O. Winston Link MuseumcoreOne of the six nonprofit cultural organizations receiving free space and utilities from Center in the Square. Dedicated to the photography and legacy of O. Winston Link, the noted Roanoke-born photographer.
- Roanoke Ballet TheatrecoreOne of the six nonprofit cultural organizations receiving free space and utilities from Center in the Square. Professional ballet company based at Center in the Square.
- Opera RoanokecoreOne of the six nonprofit cultural organizations receiving free space and utilities from Center in the Square. Professional opera company performing at Center in the Square.
- Visit Virginia's Blue RidgeminorTourism organization leasing space within Center in the Square buildings, contributing to downtown Roanoke's visitor economy and promoting Center attractions as part of regional tourism offerings.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
Center in the Square competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Center in the Square social profiles
Digital presenceCenter in the Square financial estimates
Financial estimateRevenue estimate
Valuation estimate
Center in the Square leadership team
Management profileNumber of profiles
Profiles11 records
Center in the Square subsidiaries and ownership
Company hierarchySubsidiaries3 records
Center in the Square funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Center in the Square M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Center in the Square
What does Center in the Square do?
Center in the Square is a nonprofit cultural complex in downtown Roanoke, Virginia that operates a portfolio of museums, aquariums, theatres, and educational attractions under one roof. The organization directly operates Kids Square Children's Museum, Roanoke Pinball Museum, Roanoke STARCADE, and the Atrium Aquariums, while also providing rent-free space to six partner cultural nonprofits including Mill Mountain Theatre and the Science Museum of Western Virginia. It sells admission tickets, educational field trip programs, event venue rentals, and accepts donations and corporate sponsorships to fund operations.
Is Center in the Square a public or private company?
Center in the Square is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Center in the Square founded?
Center in the Square was founded in 1983. It employs 11 to 50 people.
Where is Center in the Square based?
Center in the Square is headquartered in Roanoke, United States, in the North America region.
How does Center in the Square make money?
Seven revenue lines are on record. Ticket Sales for Center-Operated Attractions are the primary driver. The others are commercial Tenant Rent, donations and Individual Giving, corporate Sponsorships, box Office Service and Processing Fees, event Venue Rental and field Trip and Educational Programming.
Does Center in the Square have an API?
No public API is recorded for Center in the Square.
What industry is Center in the Square in?
Center in the Square's product category is Cultural Attractions and Nonprofit Museum Complex. Its primary akta.pro industry code is THAJADAJ, Cultural Centers & Multidisciplinary Arts Institutions, with a secondary code of BPAGAHAA, Museums & Heritage Sites (History, Science, Specialty). Its NAICS code is 7121 and its SIC code is 7900.