What SmartParks does

SmartParks is a privately held SaaS company (SmartParks LLC, Maryland) that operates a multi-channel digital platform purpose-built for zoos, aquariums, and amusement parks. The platform delivers interactive maps with dynamic wayfinding and real-time data overlays, operational schedule and event management for entire facilities and individual exhibits, and guided tour content — all authored from a single central web-based content management system. Distribution is handled through three channels: a Mobile Web App that acts as a customized digital assistant for guests, Digital Signage templates for any internet-connected screen, and customizable Website Integration widgets for embedding maps and schedules directly on customer sites. Named enterprise customers include Oklahoma City Zoo, Houston Zoo, Bronx Zoo, Oregon Zoo, and Woodland Park Zoo.

The company sells on a quote-based, annual subscription model with pricing tied to facility size and feature scope, and pursues enterprise and mid-market prospects through direct sales with a 'Schedule a Demo' call-to-action. Marketing is primarily content-led through the company website and the Zoo Map Museum, a public content asset that doubles as a community-building initiative. The company is a member of 1% for the Planet, aligning its brand with the environmental and conservation values of its core customer base. SmartParks is reported at 1-10 employees with no disclosed external funding, parent company, or management team information.

The platform architecture is intentionally narrow: rather than serving as a horizontal CMS or mapping tool, SmartParks competes on vertical specialization within the attractions sector. This focus limits total addressable market but supports content, template, and workflow depth that generic tools are unlikely to match. The company is operating actively as of 2025, with no disclosed product roadmap, geographic expansion beyond North America, AI/ML capabilities, or institutional capital — making the current evidence base sufficient for product and customer characterization but thin on growth, financial, and team detail.

Name

SmartParks

Legal name

SmartParks LLC

Website

https://smartparks.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

SmartParks is a vertical SaaS platform that delivers interactive maps, wayfinding, schedules, digital signage, and mobile web app capabilities to zoos, aquariums, and amusement parks from a central content management system on an annual subscription basis.

Ownership category

akta.pro rank

Product category

Visitor Experience Software

NAICS

Zoos and Botanical Gardens (71213), Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD), Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG)

Keywords

• Guest experience software
• Interactive wayfinding maps
• Digital signage platform
• Visitor mobile app
• Zoo aquarium software

Headquarters

HQ city

Bethesda

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: Multi-channel digital platform providing software services to zoos, aquariums, and amusement parks with pricing based on facility size and feature requirements. Revenue generated through recurring subscription fees for access to the platform including maps, wayfinding, schedules, mobile apps, and digital signage capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

SmartParks sells a multi-channel digital platform that helps zoos, aquariums, and amusement parks deliver modern guest experiences through interactive maps and wayfinding, schedules and event management, and guided tours. The platform is delivered to visitors via a mobile web app, in-park digital signage, and embeddable website widgets, all driven from a single web-based central data management system. Customers include Oklahoma City Zoo, Houston Zoo, Bronx Zoo, Oregon Zoo, and Woodland Park Zoo.

Product overview

SmartParks is a multi-channel digital platform designed specifically for zoos, aquariums, and amusement parks. The platform consists of a unified product architecture that includes Maps & Wayfinding, Schedules & Events, and Guides & Tours as core content features, delivered through three distribution channels: Mobile Web App, Digital Signage, and Website Integration. All content and updates are managed from a central web-based data management system, allowing facilities to push real-time updates across all channels simultaneously.

Differentiator

Problem solved

Functional benefit

Products and services

• Maps & Wayfinding A map creation tool that enables zoos, aquariums, and amusement parks to build interactive maps with dynamic wayfinding and real-time data overlays.
• Schedules & Events A scheduling management tool that allows facilities to manage operational hours of the entire facility, including individual exhibits and events, on a daily, weekly, and seasonal basis.
• Guides & Tours A feature that provides guests with opportunities to have fun and engage with the facility through guided experiences.
• Mobile Web App A customized, interactive digital assistant for mobile web that matches guests' visits and provides personalized experiences, delivered as a distribution channel of the SmartParks platform.
• Digital Signage Pre-built templates that publish facility content to any screen with an internet connection, enabling real-time updates across in-park displays.
• Website Integration Customizable widgets for interactive maps and daily schedules that can be embedded into the facility's website.

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• 1% for the PlanetminorOthersSmartParks is a member of 1% for the Planet, an organization connecting consumers and businesses to environmental causes. This membership indicates the company's commitment to environmental sustainability, aligning with the values of zoo and aquarium customers who focus on animal conservation.

Recent moves4 records

Expansion highlights4 records

Direct peers

• Guide-ID (now part of Smartify): Guide-ID provides digital tour guides and interactive content for museums, zoos, and attractions, mirroring SmartParks' Guides & Tours capability and competing for the same zoo buyer.
• Attractions.io: Attractions.io is a digital guest experience platform for attractions, theme parks, and zoos, offering mobile apps, wayfinding, and real-time content — directly overlapping SmartParks' product architecture and target buyer.
• Gateway Ticketing Systems: Gateway sells ticketing, admission, and guest management software specifically to zoos, aquariums, and attractions — overlapping with SmartParks' customers and increasingly bundling digital guest experience features.
• Cuseum: Cuseum provides mobile and digital engagement tools for museums, zoos, and cultural attractions, including interactive maps and visitor experiences, competing head-to-head with SmartParks in the zoo/aquarium vertical.

Broad incumbents

• Tessitura Network: Tessitura provides CRM, ticketing, and guest engagement software for cultural and attraction organizations. While primarily arts-focused, its visitor engagement features compete with SmartParks for institutional attraction budgets.
• Active Network: Active Network (now part of Global Payments) offers recreation management and guest experience software across parks, camps, and attractions, including wayfinding and digital content — competing for the same operator wallet share as SmartParks.
• Axiell Group: Axiell is a larger software provider for museums, libraries, and cultural institutions, offering collections management and visitor-facing tools that overlap with SmartParks' domain but across a much broader portfolio.

Emerging players

• CenterEdge Software: CenterEdge provides point-of-sale, ticketing, and guest management for family entertainment centers and attractions — an adjacent niche with overlapping functionality to SmartParks' amusement park offering.
• Modulo (by Bizzuka/Flock): Flock (and its Modulo product line) provides attraction discovery and digital ticketing for zoos and aquariums, increasingly expanding into in-park digital guest experiences — an emerging adjacent competitor to SmartParks.

Others

• Yeloha / Populi: Various digital signage and visitor app providers in the attractions space (e.g., signage and kiosks) serve as adjacent/ecosystem players rather than direct competitors, but could partner with or substitute for SmartParks' signage/mobile channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 SmartParks