Clearwater Marine Aquarium Research Institute

What Clearwater Marine Aquarium Research Institute does

Clearwater Marine Aquarium Research Institute (CMARI) is the research and conservation division of Clearwater Marine Aquarium (CMA), a 501(c)(3) nonprofit organization founded in 1975 and headquartered at 249 Windward Passage in Clearwater, Florida. CMARI operates as a working marine animal hospital that combines rescue, rehabilitation, and release services with scientific research on three flagship species: North Atlantic right whales, Florida manatees (including Antillean manatees in Cuba and Belize), and sea turtles. Core programs include daily aerial surveys of North Atlantic right whales during calving season (December–April) spanning North Carolina to Florida under NOAA research permits; a manatee satellite tagging and tracking program covering Florida, Georgia, Alabama, Cuba, and Belize; and a sea turtle conservation program patrolling 21 miles of Pinellas County beaches. Technology components comprise GPS satellite tagging hardware, photo-identification databases using callosity patterns and dorsal fin imagery, and interactive public-facing tracking maps.

The organization earns revenue through a diversified nonprofit income model: public admission and memberships (Ocean Explorer $70, Aquatic Duo $129, Family Marine Explorer $239), tax-deductible donations and recurring giving, $60 personalized animal videos, gift shop e-commerce, corporate sponsorships, and government research grants (NOAA, U.S. Army Corps of Engineers, U.S. Navy, Georgia DNR, FWC). It also operates commercial-adjacent offerings including boat tours, summer camps reaching 10,000+ children annually, commemorative plaques and pavers, and a digital streaming extension (CMA+ powered by zoolife).

CMARI's go-to-market is event-driven, leveraging community events, the Dolphin Tale film franchise brand, volunteer programs (190,000 hours in 2020–2021), and international partnerships including the Amigos de Las Tortugas education program in Mexico and the Wider Caribbean Manatee Alliance in the Dominican Republic. The organization holds AMMPA accreditation, FAA licensing, and IATA membership, and is governed by a board of directors as an independent nonprofit with Federal Tax ID 59-2086737.

Name

Clearwater Marine Aquarium Research Institute

Legal name

Clearwater Marine Aquarium

Website

https://mission.cmaquarium.org

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Clearwater Marine Aquarium Research Institute is the nonprofit research arm of Clearwater Marine Aquarium, conducting aerial surveys, satellite tagging, and field research on endangered North Atlantic right whales, manatees, and sea turtles while operating public-facing rescue, education, and visitor programs from Clearwater, Florida.

Ownership category

akta.pro rank

Product category

Marine Conservation & Aquarium Services

NAICS

Veterinary Services (54194)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Coastal & Marine Resources Administration (Oceans, Fisheries, Shorelines) (BPAIAMAI)

Keywords

• Marine animal rescue
• Wildlife conservation research
• Marine aquarium education
• Endangered species monitoring
• Marine rehabilitation services

Headquarters

HQ city

Clearwater

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: Tax-deductible donations supporting marine life rescue, rehabilitation, and release operations. Includes monthly recurring donations and one-time contributions.
2. Membership Program: Annual membership tiers (Ocean Explorer $70, Aquatic Duo $129, Family Marine Explorer $239) providing free admission, discounts on programs and retail, and reciprocal attraction benefits.
3. Personalized Animal Videos: Custom video messages from resident animals (dolphins, otters, pelicans, sea turtles, seals) for $60 donation, delivered to recipients as gifts.
4. Gift Shop and Merchandise: Online and on-site retail sales of merchandise, plush animals, apparel, and marine life rescue-themed products supporting animal care.
5. Corporate Partnerships and Sponsorships: Sponsorship arrangements with corporate partners supporting the organization's mission and operations.
6. Plaque and Paver Programs: Tax-deductible commemorative plaques in dolphin, turtle or manatee shapes for display at the Ruth and J.O. Stone Dolphin Complex; commemorative pavers engraved with personal messages.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Clearwater Marine Aquarium Research Institute (CMARI) is the scientific research and conservation arm of Clearwater Marine Aquarium, a 501(c)(3) nonprofit working marine animal hospital. It conducts research on manatees, North Atlantic right whales, and sea turtles using satellite tagging, aerial surveys, and photo-identification, while also operating public aquarium visitor experiences, educational programs, membership programs, and animal rescue/rehabilitation/release services.

Product overview

Clearwater Marine Aquarium (CMA) operates as a unified nonprofit organization consisting of a working marine animal hospital (Clearwater Marine Aquarium) and its research division (Clearwater Marine Aquarium Research Institute/CMARI). The organization offers a comprehensive portfolio of marine life rescue, rehabilitation, and release services alongside research programs focused on manatees, North Atlantic right whales, and sea turtles. Membership programs (Ocean Explorer, Aquatic Duo, Family Marine Explorer) provide free admission and exclusive benefits including CMA+ powered by zoolife streaming access. Research Institute programs include satellite tagging and tracking (Manatee Tracking Maps), aerial surveys (Right Whale Research), beach monitoring (Sea Turtle Conservation), and international conservation efforts. Visitor experiences encompass live webcams, boat tours, educational camps, and commemorative donation programs.

Differentiator

Problem solved

Functional benefit

Brands

• Amigos de Las Tortugas: A sea turtle conservation education program that provides workshops to Spanish-speaking communities about sea turtle conservation.

Products and services

• CMA Membership Program Annual membership program offering free admission, discounts on programs and retail, reciprocal benefits at partner attractions, and exclusive member experiences. Tiers include Ocean Explorer ($70), Aquatic Duo ($129), and Family Marine Explorer ($239).
• CMA+ powered by zoolife Online live streaming platform providing extended virtual access to CMA's animal habitats, including 100+ species of dolphins, otters, sea turtles and more, available to members and new/renewing members as an exclusive subscription.
• Personalized Animal Care Videos Custom video messages from resident animals and animal care specialists available for a $60 donation, featuring dolphins, rough-toothed dolphins, sea turtles, otters, pelicans, and harbor seals. Up to 30 seconds long, delivered via email.
• Summer Camp Programs Educational camp programs for children including Marine Academy and summer camp experiences, reaching over 10,000 campers annually with hands-on marine science and conservation curriculum.
• Boat Tours and Guided Tours Guided boat experiences including Sea Life Safari and Dolphin Adventure Tour offering close encounters with marine life in their natural habitat.
• H2O Mobile Exhibit Traveling educational exhibit bringing marine life education to off-site locations through interactive displays and presentations for schools and community groups.
• Commemorative Plaques and Pavers Tax-deductible donation items including personalized plaques for dolphins, turtles, or manatees displayed in the Ruth and J.O. Stone Dolphin Complex, and commemorative pavers engraved with personal messages.
• Manatee Research Program Comprehensive manatee conservation research spanning Florida, Georgia, Alabama, Cuba, and Belize using satellite tagging, GPS tracking, aerial surveys, and photo identification to study manatee movements, behavior, habitat use, and population dynamics.
• North Atlantic Right Whale Research Program Aerial survey program monitoring North Atlantic right whales during calving season (December through April) from North Carolina to Florida, collecting population data, providing real-time reports to mariners to prevent vessel strikes, and aiding entangled whales.
• Sea Turtle Conservation Program Patrols approximately 21 miles of Pinellas County beaches during nesting season (May-October) to monitor sea turtle nests, document activity, and raise community awareness about sea turtle conservation.

Quantifiable outcome

• 1600+ sea turtles rescued since 2010
• +3 more outcomes

Named customers7 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

Feature3 records

Partnerships

17 partnerships are on record, tiered strategic, minor and core.

• FUNDEMAR (Dominican Republic)strategicStrategic or Co-development Partner · 1 February 2025Local partner hosting inaugural Wider Caribbean Manatee Alliance workshop in Dominican Republic. FUNDEMAR collaborates on Caribbean-wide manatee conservation initiatives with 32 participants from 17 countries.
• Inwater Research GroupstrategicGTM or Marketing Partner · 1 July 2023Collaborative partner for Amigos de Las Tortugas program expansion to Mexico. Inwater Research Group provides scientific expertise and educational program support for Spanish-speaking communities.
• ECOMAR UAgro (University of Guerrero)strategicGTM or Marketing Partner · 1 July 2023First international implementation partner for Amigos de Las Tortugas program in Acapulco, Mexico. ECOMAR UAgro teaches conservation education workshops to university students in marine ecology.
• Ocean Aid 360minorGTM or Marketing Partner · 1 July 2023Partnership for Ghost Trap Rodeo Tournament Series, a derelict crab trap and marine debris removal contest. Ocean Aid 360 organizes community volunteer events for marine habitat restoration.
• Tampa Bay WatchminorGTM or Marketing Partner · 1 July 2023Partner in Ghost Trap Rodeo marine debris removal events. Tampa Bay Watch provides volunteer coordination and habitat restoration expertise for Tampa Bay area cleanups.
• Coastal Impact FundminorGTM or Marketing Partner · 1 July 2023Partnership for derelict trap removal events providing recycling and marine debris disposal programs. Coastal Impact Fund supports sustainable solutions for marine environment preservation.
• NOAA (National Oceanic and Atmospheric Administration)coreStrategic or Co-development PartnerNOAA requests CMA Research Institute scientists to conduct daily aerial surveys of North Atlantic right whales during calving season. NOAA provides research permits (#15488, #20556-01, #26919) and funding for survey operations. Research data informs federal marine mammal protection policies and speed zone regulations.
• Georgia Department of Natural ResourcescoreStrategic or Co-development PartnerFunding source for North Atlantic right whale research program. GADNR collaborates on aerial survey operations and data collection along Georgia coast, a critical calving habitat for right whales.
• U.S. Army Corps of EngineerscoreStrategic or Co-development PartnerFunding partner for right whale aerial survey research. CMA data assists Army Corps environmental engineers in avoiding critical habitat areas when planning dredging projects.
• Florida Fish and Wildlife Conservation Commission (FWC)coreStrategic or Co-development PartnerFWC conducts parallel aerial surveys and partners with CMA on right whale sightings verification. FWC also coordinates sea turtle rescue response and rehabilitation permitting. Joint data collection efforts track right whale mom-calf pairs throughout Florida waters.
• USGS (United States Geological Survey)coreStrategic or Co-development PartnerUSGS scientist Bob Bonde collaborated on Belize manatee conservation project starting in 1997. USGS provides scientific expertise and co-authored research on manatee population studies.
• Dauphin Island Sea Lab (DISL)strategicStrategic or Co-development PartnerCMA Research Institute partnered with Dr. Ruth H. Carmichael at DISL to support manatee research program in Mobile Bay, Alabama. CMA provides manatee research experience to assist DISL in building the first manatee research initiative in Alabama.
• Georgia AquariumcoreStrategic or Co-development PartnerCollaborative partner in Northern Atlantic Coast Manatee Movement study. Georgia Aquarium provides veterinary staff for health assessments and supports collaborative manatee rescue and tagging operations in Georgia waters.
• Zoo Tampa (formerly Tampa's Lowry Park Zoo)coreStrategic or Co-development PartnerOne of only four Florida manatee critical care facilities. Zoo Tampa rehabilitates cold-stressed manatees rescued in Central Florida area before release, with CMA providing post-release satellite tracking.
• Belize Coastal Zone Management AuthoritystrategicStrategic or Co-development PartnerPartner in Belize manatee conservation project since 1997. CMA researchers work with Belize officials to study Antillean manatee population facing increasing coastal development threats.
• University of FloridastrategicStrategic or Co-development PartnerUniversity of Florida veterinarian staff collaborate on manatee health assessments. Researchers including Dr. James Buddy Powell conduct conservation expeditions and genetic research.
• U.S. Coast GuardstrategicStrategic or Co-development PartnerFWC right whale aerial surveys funded by U.S. Coast Guard as part of maritime safety and species protection collaboration.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Georgia Aquarium: Large nonprofit aquarium in Atlanta that is an active CMA Research Institute partner on the Northern Atlantic Coast Manatee Movement study. Comparable focus on marine mammal veterinary care, conservation research, and public education at significantly larger scale.
• Hubbs-SeaWorld Research Institute: Independent marine research institute focused on marine mammal population studies, telemetry, and rehabilitation. Highly comparable to CMARI in mission, scientific methodology (aerial surveys, satellite tagging), and endangered species focus (manatees, cetaceans).
• New England Aquarium: Boston-based nonprofit aquarium with the Anderson Cabot Center for Ocean Life, which conducts dedicated North Atlantic right whale research. Closest direct peer on right whale aerial survey and conservation work that defines a major part of CMARI's research mandate.
• Shedd Aquarium: Chicago-based nonprofit aquarium with a research division focused on Great Lakes and Caribbean marine species. Comparable in combining large-scale public aquarium operations with conservation research and animal rescue/rehabilitation programs.
• Mystic Aquarium: Connecticut-based nonprofit aquarium with marine mammal rescue, beluga research, and veterinary care capabilities. Comparable integrated model of public aquarium, animal hospital, and applied marine science research.
• Mote Marine Laboratory & Aquarium: Florida-based nonprofit marine research institute and public aquarium in Sarasota. Combines working marine science (manatee, sea turtle, coral research) with public exhibition and rescue/rehab, mirroring CMARI's integrated research-plus-aquarium model in the same Gulf Coast market.
• Monterey Bay Aquarium: California-based nonprofit aquarium renowned for combining world-class public exhibition with conservation science and seafood-sustainability research. Highly comparable integrated mission, with comparable scale of education programs and conservation output.
• National Aquarium: Baltimore-based nonprofit aquarium operating animal rescue, rehabilitation, and release programs alongside conservation research on dolphins and sea turtles. Directly comparable in mission and in combining a working hospital with public aquarium operations.
• The Marine Mammal Center: California-based nonprofit dedicated to rescuing and rehabilitating marine mammals and conducting research on Pacific species. Directly comparable operating model of rescue hospital + research institute + public education, with stronger cetacean research depth than CMARI.

Broad incumbents

• SeaWorld Entertainment: Large publicly-traded marine mammal park operator that owns the Hubbs-SeaWorld Research Institute and operates multiple marine parks with rescue and conservation programs. Provides industry scale and accreditation benchmarks (AMMPA) but operates at much larger commercial scale than nonprofit CMARI.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ClearwaterMarineAquarium
• Instagraminstagram.com/clearwaterma
• Xtwitter.com/CMAquarium
• YouTubeyoutube.com/user/CMAquarium

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clearwater Marine Aquarium Research Institute