The Alamo

What The Alamo does

The Alamo is a historic Spanish mission and fortress complex in downtown San Antonio, Texas, operated by Alamo Trust, Inc., a Texas non-profit corporation, on behalf of the State of Texas which owns the property. Originally established as Mission San Antonio de Valero in 1718 and made internationally famous by the 1836 Battle of the Alamo, the site functions today as a destination attraction and educational institution, open daily 9 a.m. to 5:30 p.m. (closed Christmas Day) at 300 Alamo Plaza.

The core product is a tiered visitor experience spanning free Alamo Church entry (reservation required), self-guided audio tours narrated by Ray Benson ($20 adult), the Surrounded! augmented-reality experience using handheld tablets in the Long Barrack ($14 adult), the Remember the Alamo guided tour ($48 adult), the Ralston Family Collections Center exhibit housing the Phil Collins Collection and the Donald and Louise Yena Spanish Colonial Collection ($14 adult), the Young Texans interactive children's tour, and a Living History Encampment with costumed interpreters. Supporting products include the Alamo Film, the Alamo Vault Tour, the Alamo Teacher Institute, distance learning for schools, field trips, and an Alamo Podcast covering 300 years of history. Distribution is direct via thealamo.org and on-site sales, plus bundled resale through San Antonio CityPASS and four official hotel partnerships (Emily Morgan, Menger, Crockett, Maverick/Placemakr). Frost Bank serves as presenting sponsor of the AR experience.

The business model is a multi-stream nonprofit operation combining transactional ticket revenue (tours, exhibits, AR), recurring membership fees (Friends of the Alamo), donations supporting the Alamo Plan preservation initiative, gift shop merchandise, private venue rentals, and corporate sponsorships. Customer segments span general tourists, K-12 and university school groups, educators, history researchers, event planners, and community members/supporters. Marketing leverages the company website, multi-platform social media (Facebook, Twitter/X, Instagram, YouTube, Pinterest), the podcast, email newsletter, event programming (Crockett Birthday, Mission Day, Christmas at the Alamo), and partnership co-marketing through CityPASS.

Name

The Alamo

Legal name

Alamo Trust, Inc.

Website

https://thealamo.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

The Alamo is a 300-year-old historic mission and fortress complex in San Antonio, Texas, operated by Alamo Trust, Inc. on behalf of the State of Texas, offering paid tours, an augmented-reality experience, artifact exhibits, and educational programs to tourists, school groups, and the general public.

Ownership category

akta.pro rank

Product category

Heritage Tourism / Historic Site Museum

NAICS

Historical Sites (712120), Museums (71211)

akta.pro primary industry

Historic Sites, Heritage Landmarks & Archaeological Sites (THAJACAC)

akta.pro secondary industry

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

Keywords

• Historic site tours
• Heritage tourism
• Museum exhibits
• Educational programming
• Cultural tourism

Headquarters

HQ city

San Antonio

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, Infrastructure, Technology or R&D, Others

Revenue model

1. Tour and Experience Ticket Sales: Revenue from paid tours including Remember the Alamo Guided Tour ($48 adult), Self-Guided Experience ($20 adult), Surrounded! Augmented Experience, and Young Texans Tour. Alamo Church entry is free but requires reservation.
2. Membership Program: Friends of the Alamo membership program offering benefits including free exhibit admission, discounted tour experiences, and exclusive access to members.
3. Donations and Contributions: Voluntary donations from visitors supporting preservation efforts and the Alamo Plan for restoration and dignity.
4. Gift Shop and Merchandise: Online store selling Alamo flags, photos, apparel, and souvenirs through store.thealamo.org.
5. Private Event Venue Rentals: Venue rental services for private events with catering options and multiple venue spaces available.
6. Sponsorships: Corporate sponsorships including Frost Bank as presenting sponsor for Surrounded! The Alamo Augmented Experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Alamo operates a historic site and museum at 300 Alamo Plaza in San Antonio, Texas, offering guided tours, self-guided experiences, access to the Alamo Exhibit and Alamo Church, and educational programs for visitors. The site is owned by the State of Texas and operated by Alamo Trust, Inc., a non-profit corporation that sells tickets, memberships, and museum-shop merchandise to support preservation and interpretation of the 1718 mission complex.

Product overview

The Alamo is a historic site and museum operated by Alamo Trust, Inc. for the State of Texas. It offers a portfolio of visitor experiences centered on the historic 1836 Battle of the Alamo. The core products include paid guided tours (Remember the Alamo™ Guided Tour, Young Texans Tour), self-guided audio experiences (A Line in the Sand™), and the new Surrounded! augmented reality experience in the Long Barrack. The Alamo Exhibit at the Ralston Family Collections Center houses artifacts including the Phil Collins Collection. Free offerings include Alamo Church entry and access to living history encampments. Educational programs include field trips, distance learning, and the Alamo Teacher Institute. The site is supported by membership (Friends of the Alamo), donations, and preservation programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Alamo Exhibit An on-site museum exhibit at the Alamo featuring a collection of artifacts and related historical displays, available to visitors touring the grounds.
• Alamo Church (free admission) Free public access to the historic Alamo Church at the San Antonio mission site, available to all visitors without a ticket.
• Self-Guided Tour An individually paced tour of the Alamo Exhibit, gardens, and grounds available for purchase online and on-site, designed for individual visitors and families.
• Guided Group Tour A lead-guided tour of the Alamo Exhibit, gardens, and grounds for pre-scheduled groups of 15 or more, including school groups, motor-coach groups, and military groups.
• Living History Day Program An immersive, on-site educational program where participants take on roles of historical figures and engage in demonstrations to learn Texas history, delivered at the Alamo for schools and youth groups.
• Alamo Scouts Program An on-site educational program for students that uses interactive activities to teach participants about the history of the Alamo.
• Alamo Junior Program An on-site educational program designed for younger students that uses hands-on activities to teach the history of the Alamo.
• Junior Ranger Program An on-site youth educational program in which students learn about the history of the Alamo through ranger-led activities.
• Alamo Annual Membership An annual membership program offered directly by the Alamo that provides free admission and additional member benefits, with tiered pricing including Silver and Gold levels.

Quantifiable outcome

• Save up to 41% on admission through CityPASS bundling
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Emily Morgan HotelminorGTM or Marketing PartnerOfficial Hotel of the Alamo designation. Located adjacent to the Alamo grounds, offering preferred rates and packages for Alamo visitors.
• Menger HotelminorGTM or Marketing PartnerHistoric Partner Hotel of the Alamo. The Menger Hotel is a historic San Antonio hotel located near the Alamo grounds, offering special packages for Alamo visitors.
• Crockett HotelminorGTM or Marketing PartnerHistoric Partner Hotel of the Alamo. Named for Davy Crockett, the hotel provides accommodations with Alamo-themed packages and proximity to the historic site.
• Maverick Hotel (Placemakr)minorGTM or Marketing PartnerApartment Style Hotel of the Alamo designation. Modern extended-stay accommodations partner offering stay packages for Alamo visitors.
• CityPASScoreChannel Partner/ Reseller/ DistributorSan Antonio CityPASS provides bundled ticket packages offering up to 41% savings on admission to four top San Antonio attractions including the Alamo Exhibit and Alamo Church. Partnership drives tourist traffic and provides value-add ticket offerings.
• Frost BankminorGTM or Marketing PartnerPresenting sponsor of Surrounded! The Alamo Augmented Experience. Frost Bank serves as The Official Bank of the Alamo, providing financial support for digital visitor experience programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Castillo de San Marcos (St. Augustine): Castillo de San Marcos is a 17th-century Spanish colonial fortress in St. Augustine, Florida — directly comparable to the Alamo as a Spanish-era military/historic landmark with visitor tours and living-history interpretation.
• Old North Church & Historic Site: Old North Church is a Boston historic religious landmark offering guided tours, educational programs, and a small gift shop — a smaller-scale but structurally analogous historic-site operator with tours, education, and donations-based revenue.
• Colonial Williamsburg: Colonial Williamsburg is a living-history destination with costumed interpreters, guided tours, ticketed experiences, museums, educational programs, and lodging — closely paralleling the Alamo's living-history encampment, paid tours, and education offerings.
• Mount Vernon (George Washington's Mount Vernon): Mount Vernon is a privately-operated historic house and estate offering paid tours, museum exhibits, educational programming, dining, retail, and events — directly comparable to the Alamo's combination of historic site, paid experiences, education, and merchandise revenue.
• Gettysburg National Military Park / Gettysburg Foundation: Gettysburg combines an NPS-owned historic battlefield with a private foundation that runs the museum, visitor center, guided tours, and educational programming — directly analogous to the Alamo's State-owned site / non-profit operator split, with comparable ticketed and educational revenue mix.
• Statue of Liberty National Monument & Ellis Island: Statue of Liberty and Ellis Island operate as National Park sites with adjacent museum experiences, audio tours, ferry ticketing, and education programs — a comparable mix of free site access, paid enhancements, and bundled tourism partnerships.
• Pearl Harbor National Memorial / Pacific Historic Parks: Pearl Harbor combines a federally-managed historic site with a non-profit partner that runs ticketed tours, audio tours, museum exhibits, and educational programs — a near-structural match to the Alamo Trust / State of Texas arrangement.
• Independence National Historical Park (Independence Hall): Independence Hall is a marquee U.S. historic landmark in Philadelphia operating through a public-private partnership similar to the Alamo's State/non-profit model, with adjacent ticketed experiences, museum components, and education programs for school groups.
• San Antonio Missions National Historical Park: The four sister San Antonio missions (including Mission San Antonio de Valero) are a UNESCO World Heritage site sharing overlapping subject matter, geography, and visitor base with the Alamo; the missions are NPS-operated but compete and collaborate for the same San Antonio heritage-tourism audience.

Broad incumbents

• Smithsonian National Museum of American History: The Smithsonian operates large national museums with artifact collections, ticketed timed entry, and broad educational programming; it is a much larger and federally-funded institution whose collection-based museum model overlaps with the Alamo Exhibit at the Ralston Family Collections Center.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OfficialAlamo
• YouTubeyoutube.com/OfficialAlamo
• Facebookfacebook.com/OfficialAlamo
• Instagraminstagram.com/OfficialAlamo
• Pinterestpinterest.com/officialalamo
• LinkedInlinkedin.com/company/officialalamo

Revenue estimate

Valuation estimate

Number of profiles

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 The Alamo