What Oregon Coast Aquarium does

Oregon Coast Aquarium is a 501(c)(3) nonprofit marine science and conservation organization founded in 1992, operating a single 15,000-animal, 300-species facility on the central Oregon coast in Newport. Its core product is the physical visitor experience, comprising indoor galleries (Sandy Coast, Rocky Coast, Amazon Basin, Passages of the Deep), an outdoor Seabird Aviary (one of the largest in North America at 7,850 sq ft), and interactive touch pools. The Aquarium is also the only Oregon facility authorized to provide critical care to endangered marine animals including sea turtles, northern fur seals, and snowy plovers, and one of only 15 U.S. organizations permitted to accept rescued sea otters.

The Aquarium generates revenue through a diversified, consumer-facing model built on tiered admission tickets ($19.95–$29.95 general, $15–$60 for premium encounters), an annual membership program with reciprocity benefits, recurring symbolic animal adoptions, and a four-tier Rockfish Society major-donor program. It supplements earned income with tax-deductible donations, grants, planned giving, venue rental for private events, and an emerging puffin license plate channel through Oregon DMV. The Aquarium is currently mid-execution on a multi-year capital campaign that delivered gallery renovations in May 2024 and is now funding construction of the Sis-Xa Xwee-Nish Marine Wildlife Center in 2025, backed by a $1 million commitment from the Marcia H. Randall Foundation.

The organization serves four primary segments: general public visitors and tourists (the dominant revenue driver), K-12 schools and educators (reached through on-site field trips and a statewide outreach program covering roughly two dozen libraries and facilities), conservation-oriented donors and members, and community members engaged through citizen-science programs such as Nurdle Patrol. It is governed independently with no parent company, led by President/CEO Carrie Lewis, and has held continuous Association of Zoos & Aquariums (AZA) accreditation since 2000, earning the AZA Accreditation Quarter Century Award in 2025.

Name

Oregon Coast Aquarium

Legal name

Oregon Coast Aquarium

Website

https://aquarium.org

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Oregon Coast Aquarium is a 501(c)(3) nonprofit operating a 15,000-animal marine aquarium in Newport, Oregon, serving tourists, K-12 schools, and conservation donors through exhibits, wildlife rehabilitation, education programs, and membership and donation revenue.

Ownership category

akta.pro rank

Product category

Public Aquarium & Marine Education

NAICS

Zoos and Botanical Gardens (712130), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

akta.pro secondary industry

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE)

Keywords

• Marine aquarium exhibits
• Marine wildlife rehabilitation
• Ocean conservation education
• Public aquarium experiences
• Marine science programs

Headquarters

HQ city

Newport

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission and ticket sales: The Aquarium sells general admission tickets and special encounter/experience tickets (Behind the Scenes Tours, Sea Jelly Touch Encounter, Octopus Encounter) directly to visitors. Free admission is provided for children 2 years and younger.
2. Annual membership program: The Aquarium offers annual membership tiers that provide unlimited admission, member events, and membership reciprocity benefits. This generates recurring subscription revenue from repeat visitors and supporters.
3. Donations and planned giving: The Aquarium operates a 501(c)3 nonprofit model, accepting tax-deductible donations through its support platform. Programs include general donations, Adopt an Animal, Rockfish Society giving circles, brick purchases, license plate proceeds, and planned giving.
4. Event hosting and venue rental: The Aquarium offers venue rental for private events (Host An Event), including its facilities for corporate events and celebrations, generating revenue from facility use fees.
5. Symbolic animal adoptions: Visitors and supporters can symbolically adopt animals (sea otters, sharks, seabirds, and others) for a year, with the tax-deductible gift supporting the cost of food and care for the chosen animal.
6. Rockfish Society donor tiers: Annual donor program at four giving levels (Quillback, Tiger, Yelloweye, Rougheye) that constitutes membership in the Aquarium's inner circle of donors.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Oregon Coast Aquarium operates a public aquarium in Newport, Oregon, featuring indoor galleries (Sandy Coast, Rocky Coast, Passages of the Deep, Amazon), the Seabird Aviary, and touch pools housing 15,000 animals across 300 species. It sells admission tickets, ticketed animal encounters, overnight programs, and educational programs, and operates as an AZA-accredited nonprofit with marine wildlife rehabilitation services for endangered species.

Product overview

The Oregon Coast Aquarium is a 501(c)(3) non-profit organization offering a unified visitor experience centered on marine wildlife exhibits and conservation education. The aquarium operates multiple interconnected indoor and outdoor exhibits including Rocky Coast (touch pool and Giant Pacific Octopus), Sandy Coast, Seabird Aviary, and the Amazon exhibit, supplemented by live camera feeds. Additional revenue-generating offerings include ticketed encounters (Behind the Scenes, Sea Jelly Touch, Octopus Encounter), overnight programs (Sleep in the Deep), educational programs (Jr. Aquarist, School/Outreach), membership subscriptions, and symbolic animal adoptions. Fundraising initiatives include the Rockfish Society donor circle and specialty Puffin License Plate. The aquarium's Passages of the Deep provides 360-degree underwater tunnel viewing through multiple large tanks.

Differentiator

Problem solved

Functional benefit

Products and services

• Rocky Coast Exhibit Indoor gallery featuring a touch pool with sea stars, urchins, and anemones, plus a dedicated Giant Pacific Octopus habitat. Major 2024 renovation added accessibility features and expanded the touch pool for visitors.
• Sandy Coast Exhibit Indoor gallery showcasing ecosystems where land meets water, including Offshore Sands, Sandy Seafloor, Pier Pilings (4,730-gallon tank), Bays & Estuaries with eelgrass beds, and Sandy Beaches with wave simulation.
• Seabird Aviary One of the largest open-air, walk-through seabird aviaries in North America (100 feet diameter, 7,850 square feet). Houses Tufted Puffins, Horned Puffins, Rhinoceros Auklets, Pigeon Guillemots, Common Murres, and Black Oystercatchers, with two pools (north: 12,000 gallons; south: 17,000 gallons).
• Amazon Exhibit Special exhibit featuring Amazon rainforest aquatic ecosystems and species.
• Live Cameras Free remote viewing webcams allowing visitors to view aquarium animals from home, including Shark Cam (Passages of the Deep: Open Sea), Otter Cam (Sea Otter Habitat), Seabird Aviary Cam, and Weather Camera (Yaquina Bay estuary view).
• Encounters & Experiences Ticketed animal interaction programs including Behind the Scenes Tours (ages 8+, $20-$25 per person), Sea Jelly Touch Encounter ($15-$20 per person), and Octopus Encounter ($50-$60 per person).
• Sleep in the Deep Overnight program allowing guests to sleep at the aquarium, featuring exclusive after-hours access and unique marine life experiences.
• Jr. Aquarist Program Educational program for children to learn about marine animal care and aquarium operations.
• School & Outreach Programs On-site school programs, outreach presentations at schools and libraries, virtual programs, field trips, and homeschool programs aligned with Oregon educational standards.
• Annual Membership Annual membership program offering unlimited admission, member events, discounts, and membership reciprocity with other aquariums.
• Animal Adoptions Symbolic animal adoption program where supporters adopt an animal for one year, supporting food and care costs. Available for birds, sharks, otters, and other aquarium residents.
• Rockfish Society Inner circle donor program with four levels of annual giving: Quillback, Tiger, Yelloweye, and Rougheye.
• Puffin License Plate Oregon specialty license plate featuring a tufted puffin design; proceeds support wildlife rehabilitation efforts. Available at Oregon DMV offices.
• Nurdle Patrol Community Science Program Community science program raising awareness about plastic nurdles (microplastics) through beach cleanups and education, in partnership with Oregon State Parks at Depoe Bay Whale Watching Center, South Beach, and Beverly Beach.
• Private Event Venue Rental Facility rental for private events and corporate functions at the Aquarium, including Host An Event program for celebrations and gatherings.

Quantifiable outcome

• The Aquarium collected over 2,500 pounds of food for Lincoln County Food Share during its Sea of Lights food drive weekend.
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• Oregon State ParksminorStrategic or Co-development Partner · 1 February 2025The Aquarium's Conservation Engagement Manager partners with Oregon State Parks to operate the Nurdle Patrol program, including information tables at the Depoe Bay Whale Watching Center and beach cleanup excursions at South Beach and Beverly Beach State Parks, raising awareness about microplastic pollution.
• Sealife Response, Rehabilitation, and Research (SR3)coreStrategic or Co-development Partner · 1 April 2024SR3 is a marine wildlife hospital in Washington state that partners with OCAq to provide long-term rehabilitation for marine wildlife patients beyond OCAq's immediate triage capacity. When a cold-stunned loggerhead sea turtle was rescued and stabilized at OCAq, it was transferred to SR3 for continued rehabilitation and eventual release. This partnership extends the Aquarium's wildlife rehabilitation reach.
• Oregon State University Big Fish Lab (BFL)coreStrategic or Co-development PartnerThe Aquarium partners with Oregon State University's Big Fish Lab on shark research efforts, focusing on shark movements, behaviors, and population dynamics. OCAq's Director of Animal Care Jim Burke and team support BFL's field research, including tagging broadnose sevengill sharks from OCAq's research vessel Gracie Lynn in Willapa Bay, WA. This collaboration advances OCAq's mission to contribute to biological science and research and educate the public about marine life and conservation.
• U.S. Fish and Wildlife Service (USFWS)coreStrategic or Co-development PartnerUSFWS issues endangered species recovery permits allowing OCAq to provide critical care to endangered marine animals and to accept rescued sea otters that cannot be released to the wild. The USFWS also authorized remote sedation and euthanasia protocols for marine mammals under the Marine Mammal Health and Stranding Response Program.
• Monterey Bay AquariumminorStrategic or Co-development PartnerMonterey Bay Aquarium provided immediate care to Earle the southern sea otter after his stranding and served as the initial rehabilitation facility before Earle was transferred to OCAq.
• Turtles Fly ToominorGTM or Marketing PartnerThis nonprofit organization coordinated the air transport of rescued sea otter Earle from Monterey Bay Aquarium to the Oregon Coast Aquarium.
• Oregon Division of Motor Vehicles (DMV)minorGTM or Marketing PartnerThe Oregon DMV is the government body responsible for producing and distributing the OCAq Puffin License Plate once 3,000 vouchers were sold, enabling Oregonians to purchase specialty plates that benefit the Aquarium's wildlife rehabilitation efforts.
• Oregon Marine Mammal Stranding Network (OMMSN)coreStrategic or Co-development PartnerThe OMMSN, operated under Oregon State University's Marine Mammal Institute, coordinates marine mammal strandings in Oregon. OCAq works with OMMSN and ODFW to respond to strandings, including authorized remote sedation and euthanasia when warranted, under permit #24359.

Scale indicators11 records

Recent moves10 records

Expansion highlights5 records

Regional players

• Vancouver Aquarium: A British Columbia nonprofit aquarium with comparable Pacific marine exhibits, rehabilitation work, and AZA-style accreditation serving a geographically adjacent but distinct tourist market.
• Oregon Zoo: The state of Oregon's primary zoo nonprofit in Portland, sharing the same Pacific Northwest regional tourist pool, AZA accreditation standards, conservation mission, and overlapping donor/foundation universe.

Direct peers

• Seattle Aquarium: A Pacific Northwest aquarium focused on Pacific marine life with AZA accreditation, exhibits, rehabilitation work, and a similar nonprofit operating model serving a regional coastal tourist market.
• Audubon Aquarium of New Orleans: A mid-sized AZA-accredited Gulf Coast aquarium operating inside a broader nature institute; comparable in scale, ticketed attraction model, education programming, and ex-situ animal care scope.
• Monterey Bay Aquarium: A major Pacific coast aquarium and named OCAq partner (received and stabilized Earle the sea otter before transfer to OCAq); comparable in mission, scale, AZA accreditation, conservation programming, and West Coast tourist base.
• Aquarium of the Pacific: A large, AZA-accredited West Coast aquarium in Long Beach, California, with similar exhibit-based revenue model, education programs, and direct competition for Pacific coast tourist visitation.

Broad incumbents

• New England Aquarium: A long-established Boston-based nonprofit aquarium with similar exhibit, education, and conservation programming; comparable in mission and operating model but with a broader geographic catchment.
• Georgia Aquarium: The largest aquarium in the Western Hemisphere, with substantially greater resources, attendance, and exhibit scale; sets the upper bound on competitive positioning and donor share-of-wallet in U.S. aquariums.
• National Aquarium: A flagship East Coast aquarium in Baltimore operating at a larger scale with national brand reach; overlaps on exhibit-based revenue, conservation messaging, and AZA-style accreditation posture.
• Shedd Aquarium: One of the largest U.S. indoor aquariums (Chicago); a well-resourced incumbent with deeper resources and broader geographic reach, competing for national tourist attention and donor mindshare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/orcoastaquarium
• YouTubeyoutube.com/user/OrCoastAquarium
• Facebookfacebook.com/OregonCoastAquarium
• Instagraminstagram.com/oregoncoastaquarium
• TikToktiktok.com/@oregoncoastaquarium?lang=en

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Oregon Coast Aquarium