The Wisconsin Maritime Museum

What The Wisconsin Maritime Museum does

The Wisconsin Maritime Museum is a 501(c)(3) nonprofit founded in 1969 and headquartered in Manitowoc, Wisconsin, operating the largest maritime museum on the Great Lakes. Its core asset is the USS Cobia, a National Historic Landmark WWII submarine, complemented by 85,000+ artifacts and 60,000+ sq ft of exhibit space. The museum serves a diversified audience of general public visitors (40,000+ annually), school and scout groups, veterans, corporate members, and private event clients.

Revenue is generated through a multi-stream nonprofit model including paid admissions (adult tickets around $25), memberships, donations, facility and event rentals, a retail store, a bar, and guided tours including lighthouse excursions. Programming spans historical preservation, STEM education (e.g., underwater robots), corporate engagement (Business Breakfast Series), and community events. The institution operates with a small staff (11–50 employees) and is currently executing a major capital expansion via the Wisconsin Maritime Heritage Center project while pursuing recognition-driven positioning (American WWII Heritage City designation, December 2022) and digital distribution through the Bloomberg Connects guide platform. New executive leadership (Kevin Cullen, July 2024) coincides with an active phase of program launches, including the inaugural Wisconsin Sailing & Maritime Hall of Fame induction in September 2026 and a USS Cobia dry-dock project tied to a documentary premiere scheduled for October 2026.

Name

The Wisconsin Maritime Museum

Legal name

Wisconsin Maritime Museum, Inc.

Website

https://wisconsinmaritime.org

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

The Wisconsin Maritime Museum is a Manitowoc-based 501(c)(3) nonprofit operating the largest Great Lakes maritime museum, anchored by the National Historic Landmark USS Cobia submarine, 85,000+ artifacts, and 40,000+ annual visitors served via admissions, memberships, donations, and educational programming.

Ownership category

akta.pro rank

Product category

Maritime Museum

NAICS

Museums (712110)

akta.pro primary industry

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

akta.pro secondary industry

History Museums (THAJADAB)

Keywords

• Maritime museum exhibits
• Historical education programs
• Submarine tour experiences
• Museum membership programs
• Maritime heritage preservation

Headquarters

HQ city

Manitowoc

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Museum Admission: General admission tickets at $25/adult, $15 youth, $20 seniors, $17 veterans. Includes access to submarine and all exhibits.
2. Membership Subscriptions: Individual and family memberships offering free admission, store discounts, event invitations, and newsletter subscription.
3. Museum Store: Retail merchandise sales at Pier 75 Museum Store, 10% discount for members.
4. Sub Pub Rooftop Bar: Rooftop bar serving Wisconsin-made beer, wine, spirits with views of Lake Michigan. No admission fee required to access.
5. Event Rentals: Venue rental for weddings, corporate events, meetings. Includes Roof Deck (3,100 sq ft), Riverview Room (1,800 sq ft), Board Room (400 sq ft), and Cobia Theater.
6. Lighthouse Tours: Manitowoc Breakwater Lighthouse tours at $15 general / $10 members.
7. Overnight Stays: Sub BnB overnight experiences on USS Cobia submarine and youth overnight programs.
8. Donations & Grants: 501(c)(3) nonprofit relying on donations, corporate sponsorships, and foundation grants including USS Cobia Preservation, Education, Collections/Conservation Fund, Wisconsin Maritime Heritage Center, Endowment Fund.
9. Corporate Partnerships: Corporate membership tiers from $250 (Kayak) to $10,000 (Clipper) with benefits including passes, room discounts, event invitations, and sponsorship recognition.
10. Research & Reproduction Services: Remote research requests at $15 initial fee plus $25/hour for in-depth research. Photo and ship plan reproductions available for purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Wisconsin Maritime Museum operates a single-site cultural institution delivering general museum admission that grants access to interactive exhibits on Wisconsin's maritime history and tours of the National Historic Landmark submarine USS Cobia. Core revenue-generating offerings include specialty submarine tours, overnight Sub BnB stays aboard USS Cobia, lighthouse tours, educational field trip and scout programs, event venue rentals, the Sub Pub rooftop bar, and the Pier 75 museum store. The museum also provides research and collections access to its 85,000+ historical artifacts and hosts signature events such as SubFest.

Product overview

The Wisconsin Maritime Museum operates as a single-site cultural institution offering a unified portfolio of visitor experiences centered on Wisconsin's maritime heritage. The core offering consists of general museum admission providing access to interactive exhibits and USS Cobia submarine tours, complemented by specialty tour products (overnight stays, lighthouse tours, Nook & Cranny behind-the-scenes tours). Supporting products include educational field trips and scout programming, event rentals (venues and rooftop bar), membership subscriptions, and the digital Bloomberg Connects visitor guide. The museum also provides research and collections access services and hosts signature events including SubFest and the Wisconsin Sailing & Maritime Hall of Fame. The offering functions as a single unified experience with digital and physical products that serve educational, recreational, and hospitality functions.

Differentiator

Problem solved

Functional benefit

Products and services

• General Museum Admission Museum admission at $25 adult, $15 youth (4-12), $20 seniors (65+), $17 veterans, including access to all exhibits and USS Cobia submarine tours. Free for members, active military, children 3 and under, and caregivers accompanying individuals with disabilities. Discounted $5 admission for Museums for All program participants with EBT, BadgerCare, FoodShare/Quest, Medicaid, or WIC cards.
• USS Cobia Submarine Tours Guided, self-guided audio, and specialty Nook & Cranny behind-the-scenes tours aboard USS Cobia, a WWII submarine designated as a National Historic Landmark and recognized as the most fully and accurately restored WWII submarine in the world. Tours are included with general admission and led by experienced docents including submarine veteran Greg Miller for Diving Deeper tours.
• Overnight Stays aboard USS Cobia (Sub BnB) Unique overnight experiences aboard the WWII submarine USS Cobia with over 65 sleeping locations. Includes private Sub BnB bookings for individuals and families starting at approximately $115/person minimum, plus educational Youth Overnight Programs for scout and youth groups.
• Manitowoc Breakwater Lighthouse Tours Tours of the historic Manitowoc Breakwater Lighthouse, which has guarded the harbor since 1918. Offered on select dates from May through June 2026 at $15 general / $10 members. The museum assists with interpretation and preservation of the lighthouse, which was restored by the Manitowoc Sunrise Rotary Club.
• Educational Field Trip Programs Standards-aligned field trip programming for K-12 students, homeschool groups, and youth organizations at $6/student (K-college), $3 for Manitowoc and Two Rivers students and preschoolers, with teachers/aides free and additional chaperones at $10. Programs include Wisconsin's Underwater Treasures, Gallery Scavenger Hunt, Busy Boats, Aquatic Invaders, Underwater Robots (ROV), An Immigrant's Journey, and WWII on the Homefront.
• Scout Group Programs Daytime visits at $6/Scout with free Leaders and $10/Adult Chaperone, plus Badge Program or Kit Add-On at $20/troop. Designed to meet scout merit badge requirements and provide hands-on maritime learning opportunities.
• Event Rentals Venue rental for weddings, corporate events, and meetings including the Roof Deck (3,100 sq ft outdoor space), Riverview Room (1,800 sq ft divisible into 3 rooms), Board Room (400 sq ft, up to 16 people), and Cobia Theater (up to 35 people). Includes beverage service, audiovisual technology, and catering options. Discounts available for corporate members.
• Sub Pub on the Water Rooftop Bar Rooftop bar at the museum open Thursday through Sunday, Memorial Day through Labor Day, serving Wisconsin-made beer, wine, and spirits with views of downtown Manitowoc and Lake Michigan. No admission fee required to access. Family-friendly with non-alcoholic beverages available.
• Museum Membership Program Individual, family, and corporate membership tiers offering free admission, museum store discounts, event invitations, and The Anchor newsletter. Corporate fleet membership available in six levels: Kayak ($250), Cutter ($500), Mackinaw ($1,000), Schooner ($2,500), Whaleback ($5,000), and Clipper ($10,000) with benefits scaling from basic listing to 50 complimentary passes and 40% room discounts.
• Research and Collections Access Services Access to over 85,000 historic artifacts, photographs, works of art, and documents documenting Wisconsin and Great Lakes maritime history. Includes digital collections database (PastPerfect), research appointments, reproduction requests, and archive access. Remote research at $15 initial fee plus $25/hour for in-depth research; photo and ship plan reproductions available for purchase.
• Museum Exhibits Interactive exhibits exploring Wisconsin maritime history, including Surfin' Wisconsin USA, Wisconsin's Shipwreck Coasts, Turning the Tide (LCTs in WWII), Adriatic and Self-Unloaders, Maritime History Gallery, Model Ship Gallery, Chief Wawatam Steam Engine, and USS Cobia Below the Surface. Included with general admission.
• Pier 75 Museum Store Retail merchandise sales at the Pier 75 Museum Store, located at the museum and accessible without museum admission fee. Also available online at wisconsin-maritime-museum.myshopify.com. Members receive a 10% discount.
• Bloomberg Connects Digital Visitor Guide Interactive mobile app and online digital guide providing audio tours of USS Cobia, highlighted artifacts, exhibit information, and collection insights. Available in multiple languages with accessibility features including voiceover, captions, and font size adjustments.
• SubFest Annual Event Annual July 4th celebration featuring live music, food, submarine tours, historical presentations, fireworks, and kid-friendly activities. Event held July 3-5, 2026.
• Midwestern Model Ships & Boats Contest Midwest's longest-running model ship contest scheduled for May 21-23, 2027. Features model displays, competitions, and awards across multiple categories.
• Wisconsin Sailing & Maritime Hall of Fame Permanent tribute to individuals who shaped Wisconsin's sailing and maritime legacy. Inaugural induction ceremony scheduled for September 18-19, 2026.
• Digital Resources & Online Learning Educational materials including lesson plans, worksheets, video resources, and interactive activities available for free download. Topics include fish dissection, digital scavenger hunts, maritime alphabet, and WWII rationing activities.

Quantifiable outcome

• 40,000+ annual visitors
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Manitowoc Sunrise Rotary ClubcoreStrategic or Co-development PartnerThe club spent several years carefully renovating and restoring the Manitowoc Breakwater Lighthouse's historic appearance. Now in 2025, the Wisconsin Maritime Museum assists with interpretation and preservation of this beacon in their home harbor.
• Festival FoodsminorStrategic or Co-development PartnerSponsor of the Underwater Robots education program along with Burger Boat.
• Burger Boat CompanyminorStrategic or Co-development PartnerPresenting sponsor of Waterways Room exhibit and co-sponsor of Underwater Robots ROV program.
• Aurora HealthcareminorStrategic or Co-development PartnerPresenting sponsor of Little Lakefarers Room, a hands-on environment for young children.
• Manitowoc CompanyminorStrategic or Co-development PartnerPresenting sponsor of Wisconsin-Built Boat Gallery showcasing 150 years of boat building tradition.
• Kahlenberg IndustriesminorGTM or Marketing PartnerCorporate member at Schooner level ($2,500+).
• Manitowoc Public UtilitiesminorGTM or Marketing PartnerCorporate member at Schooner level ($2,500+).
• Burger Boat CompanyminorGTM or Marketing PartnerCorporate member at Mackinaw level ($1,000+).
• Lakeside FoodsminorGTM or Marketing PartnerCorporate member at Mackinaw level ($1,000+).
• Wisconsin Aluminum FoundryminorGTM or Marketing PartnerCorporate member at Mackinaw level ($1,000+).
• Museums for AllcoreStrategic or Co-development PartnerNational initiative offering discounted $5 admission for guests with valid EBT, Medicaid, and other benefit cards. WMM participates to improve accessibility.
• Council of American Maritime Museums (CAMM)minorStrategic or Co-development PartnerReciprocal membership organization. CAMM members receive free admission with membership card.
• Reciprocal Organization of Associated Museums (ROAM)minorStrategic or Co-development PartnerReciprocal admission network. ROAM members of participating museums receive free admission.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mystic Seaport Museum: The largest maritime museum in the United States, operating historic vessels, exhibits, and educational programs in Connecticut. Directly comparable as a specialty maritime museum with vessels, overnight/field trip programming, and a similar mixed-revenue operating model.
• The National WWII Museum: Congressionally-designated WWII museum in New Orleans with extensive collections, immersive exhibits, and educational programming. Closely comparable subject matter (WWII interpretation) and reliance on admissions, memberships, and donations.
• The Mariners' Museum: One of the largest maritime history museums in the world, located in Newport News, VA, holding extensive collections including USS Monitor artifacts. Comparable scale and mix of museum exhibits, library/archives, and educational programming.
• USS Midway Museum: San Diego-based museum aboard a WWII naval carrier offering self-guided tours, overnight programs, youth programs, and event rentals. Comparable as a fee-based, ship-anchored WWII naval museum with overnight experiences and educational programming.
• Ships of the Sea Maritime Museum: Savannah-based maritime museum interpreting the port's seafaring history through historic houses and galleries. Directly comparable as a regional maritime museum with paid admission, events rentals, and educational programs.
• USS Constitution Museum: Navy-operated museum in Boston interpreting USS Constitution and broader naval heritage. Directly comparable as a ship-anchored naval heritage museum offering tours, educational programming, and public engagement around a single iconic warship.
• Maritime Museum of San Diego: Operating fleet of historic ships and maritime exhibits in San Diego, including sailing vessel tours and overnight stays. Directly comparable as a ship-based maritime museum with paid tours, overnight programs, and large sailing/exhibit collections.
• Buffalo Naval Park: Buffalo, NY museum complex featuring a WWII submarine (USS Croaker) alongside a destroyer and cutter. Closely comparable as a Great Lakes-region naval museum exhibiting submarines with tours, overnight youth programs, and event rentals.

Regional players

• Wisconsin Historical Society: Statewide historical society operating museum properties, archives, and field-trip programs across Wisconsin. Comparable as a regional history institution competing for the same Wisconsin school field-trip visitors and grant funding pool.

Emerging players

• Great Lakes Maritime Heritage Center: National Park Service-affiliated center at Sleeping Bear Dunes (Michigan) interpreting Great Lakes maritime history including shipwrecks. Comparable as a federally-supported interpretive site focused on Great Lakes maritime themes and school-oriented programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WIMaritimeMuseum
• Instagraminstagram.com/wisconsinmaritimemuseum
• Xx.com/wimaritime
• LinkedInlinkedin.com/company/wisconsinmaritimemuseum

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 The Wisconsin Maritime Museum