Amarillo Botanical Gardens

Name

Amarillo Botanical Gardens

Legal name

Amarillo Botanical Gardens

Website

https://amarillobotanicalgardens.org

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Botanical Garden and Event Venue

NAICS

Zoos and Botanical Gardens (712130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Botanical garden tours
• Wedding venue rentals
• Educational field trips
• Annual garden memberships
• Outdoor concert events

Headquarters

HQ city

Amarillo

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, Others

Revenue model

1. Admission Fees: General admission at $10 per person, with discounted rates for seniors (60+) at $8. Free admission for children under 5 and military/veterans. This represents the primary day-to-day revenue stream from individual visitors.
2. Memberships: Annual membership tiers including Individual ($60), Senior ($50), Family ($115), Grandparent ($110), and Photography ($150). Memberships provide unlimited free admission during regular hours, half-price concert access, free admission to Christmas in the Gardens and GardenFest, and reciprocal access to 300+ gardens worldwide. Recurring revenue from annual renewals.
3. Venue Rentals: Indoor and outdoor venue rental for weddings, receptions, corporate events, and private gatherings. Multiple venue options include auditorium ballroom, glass-encased gallery, entry court patio, wedding lawn, tropical conservatory atrium, amphitheater, Japanese garden, and terrace. Pricing available in separate event rental and wedding package documents.
4. Photography Sessions: One-time photography shoot fee of $50 covers photographer and subjects. Photography membership at $150 allows professional photographers use of the gardens during business hours for repeated sessions.
5. Educational Programs: School programs at $2.50 per school-age child (Pre-K through 12th grade) for WOWW-affiliated schools, $3 for non-WOWW schools, plus $10 gate admission for accompanying adults. Bus tours at $6 per person. Programs include Ladybug's Life Cycle, Texas!, Dinosaurs In Our Garden, Rain Forest, Panhandle Plants, Adaptations for Survival, Honeybees, and Butterflies and Moths.
6. Donations and Memorial Programs: One-time and recurring donation options. Adopt-A-Spot program ($500-$1000) supports care of specific garden areas for one growing season. Adopt-A-Pot ($250) supports one large container with seasonal plantings. Remember with Roses ($100-$120) honors loved ones with rose bush planting and name plaque in the rose garden. Garden Underwriter programs for memorial/honoree gifts during growing season through Christmas in the Gardens.
7. Summer Concert Series: Music in the Gardens summer concert series held every Thursday night June through August (7-9pm). General admission $10, members $5, children 10 and under free. Revenue from ticket sales combined with food/beverage opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Amarillo Botanical Gardens operates a 4.4-acre public botanical garden in Amarillo, TX, offering self-guided and guided tours of diverse plant collections including a Tropical Conservatory, Japanese garden, butterfly garden, and Chinese garden. The organization provides educational programs for Pre-K through 12th grade students, indoor and outdoor venue rentals for weddings and corporate events, a summer Music in the Gardens concert series, photography sessions, and annual memberships with reciprocal access to 300+ botanical gardens worldwide.

Product overview

Amarillo Botanical Gardens operates as a 4.4-acre public botanical garden established in 1968, offering a unified experience centered on plant education, community engagement, and event hosting. The core offerings include the botanical garden itself for self-guided and guided tours, venue rental services for indoor and outdoor events including weddings, educational programs for school groups, and the Music in the Gardens summer concert series. The organization supports its mission through membership programs, donation/underwriting opportunities, garden club hosting, and volunteer engagement. The venue features multiple distinct spaces including the Sybil B. Harrington gallery, Attebury amphitheater, tropical conservatory atrium, and Japanese garden, creating a comprehensive botanical and event destination.

Differentiator

Problem solved

Functional benefit

Products and services

• Botanical Garden Admission and Self-Guided Tours A 4.4-acre public botanical garden featuring diverse flowers, plants, and trees with self-guided tours available during regular business hours. The garden includes themed areas such as a Chinese garden with a goldfish pond, butterfly garden, jungle greenhouse, fish pond with a frog statue, and multi-level Japanese garden. Open year-round with seasonal hours.
• Venue Rental Services Indoor and outdoor venue spaces available for event hosting, including an event room, auditorium ballroom, Sybil B. Harrington glass-encased gallery, entry court patio, tropical conservatory atrium, Attebury amphitheater, and terrace overlooking the garden. Suitable for weddings, corporate events, and private gatherings.
• Wedding Venue Services Wedding venue providing both indoor and outdoor spaces for ceremonies and receptions, including a wedding lawn and reception areas. The venue offers natural backdrops ideal for wedding photography with multiple venue options.
• Educational Programs for Schools Field trip classes and educational programs for students Pre-K through 12th grade covering topics including Ladybug's Life Cycle, Texas!, Dinosaurs In Our Garden, Rain Forest, Panhandle Plants, Adaptations for Survival, Honeybees, and Butterflies and Moths. Programs cost $2.50 per school-age child through the WOWW program and $3 for non-WOWW schools, plus $10 gate admission for accompanying adults.
• Music in the Gardens Summer Concert Series Summer concert series held every Thursday night from June through August featuring local musicians performing folk, jazz, and classical music. General admission is $10, members pay $5, and children 10 and under are free.
• Photography Sessions Photography opportunities available for a nominal fee, making the garden ideal for memorable photos and professional shoots. One-time shoot costs $50 including entry for photographer and subjects. Professional photographers can purchase a $150 annual Photography Membership for repeated access.
• Annual Membership Programs Various membership tiers including Individual ($60), Senior 60+ ($50), Family ($115), Grandparent ($110), and Photography membership ($150). Benefits include unlimited free admission during regular hours, half-price Music in the Gardens concerts, free Christmas in the Gardens and GardenFest admission, reciprocal membership to over 300 gardens worldwide, and discounts on in-house events.
• Guided Bus Tours Guided bus tours costing $6 per person that must be booked one week in advance. Tours provide structured experiences through the entire garden property with insights about native plants, seasonal blooms, and garden design principles, lasting 60 to 90 minutes.
• Donation and Underwriting Programs Donation programs including Adopt-A-Spot ($500-1000), Adopt-A-Pot ($250), and Remember with Roses ($100-120) that support garden care, maintenance, and beautification. Also includes Memorial/Honoree Garden Underwriter Gifts during the growing season through Christmas in the Gardens.

Quantifiable outcome

• 4.4 acres of maintained botanical gardens open year-round
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• WOWW (Window on a Wider World)coreStrategic or Co-development PartnerWOWW works with non-profit organizations and educational institutions to promote excellence in interdisciplinary arts, science and cultural programs. Amarillo Botanical Gardens is a WOWW participant, providing educational programs and garden tours for affiliated schools at discounted rates ($2.50 per student vs $3 for non-affiliated). WOWW-affiliated schools must schedule tours through their WOWW representative.
• North Plains Iris SocietyminorOthersIris society holds monthly meetings at the botanical gardens and hosts iris sales events open to the public. Meets 2nd Sunday of every month. Contact Bill Pittman for information.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fort Worth Botanic Garden: Texas's oldest botanic garden with Japanese garden, conservatory, and event venues. Same operating model (admissions, memberships, weddings, education, donations) anchored in a regional/metro Texas market.
• San Antonio Botanical Garden: 38-acre Texas botanical garden with conservatory, themed gardens, education programs, and event hosting. Closely comparable in mission and revenue mix (admissions, memberships, weddings, donations, education) though larger and serving a major metro.
• Dallas Arboretum and Botanical Garden: One of the largest botanical gardens in Texas at 66 acres, featuring diverse plant collections, seasonal festivals, weddings, and educational programs. Direct comparable in core operating model (admissions, memberships, events, education) but at materially larger scale and serving a major metro market.

Others

• Bok Tower Gardens: Florida-based nonprofit botanical garden and historic estate featuring admissions, memberships, weddings, and concerts. Comparable in diversified revenue model (admissions + memberships + events + concerts + education) but at much larger scale.

Direct peers

• South Texas Botanical Gardens & Nature Center: Nonprofit botanical garden in Corpus Christi offering admissions, memberships, weddings, education programs, and volunteer-driven horticulture. Closely comparable in size, operating model, and nonprofit structure.
• Mercer Botanic Gardens: A nonprofit botanic garden in Humble, TX featuring diverse plant collections, education programs, weddings, and volunteer-driven operations. Similar scale and mission to Amarillo Botanical Gardens with comparable nonprofit operating model.
• Clark Gardens Botanical Park: Weatherford, TX nonprofit botanical park featuring diverse gardens, weddings, school field trips, and seasonal events. Closely comparable in scale, mission, and operating model to Amarillo Botanical Gardens.
• Tyler Municipal Rose Garden: Texas public rose garden featuring themed plantings, events, and admissions. Comparable in regional Texas botanical attraction positioning with seasonal event programming and education outreach.

Emerging players

• Lady Bird Johnson Wildflower Center: Austin-based botanic garden focused on native plants with research, education, and visitor programs. Comparable in mission and education emphasis but with significant research and conservation overlay that Amarillo does not have.
• Heard Natural Science Museum & Wildlife Sanctuary: McKinney, TX nonprofit combining natural science exhibits, gardens, and education programs. Comparable in nonprofit operating model and K-12 education focus, though oriented more to natural history than pure botanical collections.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/amarillo-botanical-gardens

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 Amarillo Botanical Gardens