Birch Aquarium at Scripps

What Birch Aquarium at Scripps does

Birch Aquarium at Scripps is the public exploration center for Scripps Institution of Oceanography at UC San Diego, operating as a state-funded public aquarium in La Jolla, California, governed by the Regents of the University of California. The aquarium traces its origins to the Little Green Laboratory established in 1905 and operates from its current bluff-top location overlooking the Pacific since 1992. It is AZA-accredited and serves over 600,000 annual visitors, including 40,000+ Pre-K-12 students, through physical exhibits, educational programs, and conservation breeding initiatives for species such as seahorses, Little Blue Penguins, Sunflower Sea Stars, and Weedy Seadragons.

The aquarium's core product surface combines permanent exhibits (Living Seas Gallery, Beyster Family Little Blue Penguins, Coral Habitats), rotating exhibits (Imagine Wild, Meditation Ocean, The Axolotl's Garden), and structured visitor programs (Shark Snorkels, Behind-the-Scenes Penguin Tours, Sunset Pier Walks, Oceans at Night 21+ events, school and youth programs, summer/winter camps). Underlying technical capabilities include 3D scanning and printing for marine animal care (notably a first-ever 3D-printed sea turtle shell brace developed with UC San Diego's Geisel Library Digital Media Lab), structured blue light 3D scanning for sea turtle health monitoring, and coral reproduction habitat systems with programmable LED lighting that induces spawning. A digital guide via the Bloomberg Connects app extends content reach to offsite visitors.

Revenue is generated through five primary streams: one-time admission tickets ($19.95-$24.95), recurring annual memberships, premium experiences and tours ($25-$115), venue rentals for corporate events and weddings, and on-site gift shop sales. Distribution is direct-to-consumer via the aquarium website, a third-party ticketing platform (birchaquariumprograms.com), and on-site box office. The aquarium is deeply integrated into a multi-institution AZA conservation ecosystem, including SAFE species programs and the Aquarium Conservation Partnership, and functions as a non-revenue-generating public education arm of UC San Diego supported in part by philanthropy.

Name

Birch Aquarium at Scripps

Legal name

Regents of the University of California

Website

https://aquarium.ucsd.edu

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Birch Aquarium at Scripps is the AZA-accredited public exploration center for Scripps Institution of Oceanography at UC San Diego, serving 600,000+ annual visitors through Pacific marine exhibits, conservation breeding programs, educational programming for 40,000+ K-12 students, and premium visitor experiences in La Jolla, California.

Ownership category

akta.pro rank

Product category

Public Aquarium and Marine Science Education

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190), Museums, Historical Sites, and Similar Institutions (7121)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Marine Wildlife & Birding Cruises (dolphins, seals, seabirds) (THAAAIAD), Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH), Snorkeling Tours & Reef Experiences (THAJAJAE)

Keywords

• Public aquarium exhibits
• Marine science education
• Ocean conservation programs
• Behind-the-scenes animal tours
• Private event venue rentals

Headquarters

HQ city

La Jolla

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. Admission Tickets: Ticket sales for general admission, with prices varying by date and time. Best prices available online in advance. Includes access to exhibits, feedings, talks, and daily programming.
2. Annual Memberships: Annual membership program offering unlimited visits, member-only events, and discounts on programs and gift shop.
3. Premium Experiences and Tours: Revenue from behind-the-scenes tours (Penguin Behind-the-Scenes at $100-115), outdoor adventures (Pier Walks at $25-30), and specialty programs like Shark Snorkels ($35-40).
4. Venue Rentals and Facility Use: Private event rentals including corporate events, weddings, and parties at the aquarium facility.
5. Gift Shop Sales: On-site gift shop selling merchandise including sustainable plush items, reusable bags, and conservation-themed products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Birch Aquarium at Scripps is a public aquarium and marine science education center that operates immersive Pacific Ocean exhibits (Living Seas Gallery, Little Blue Penguins, coral habitats, Imagine Wild, Meditation Ocean, Axolotl's Garden), delivers pre-K-12 educational programs and camps, offers premium paid experiences (Shark Snorkels, Penguin Behind-the-Scenes tours, Pier Walks, Oceans at Night 21+ events), and rents its ocean-view facility for private corporate events and weddings. As the public exploration center for Scripps Institution of Oceanography at UC San Diego, it translates active oceanographic research into hands-on conservation breeding programs for endangered species.

Product overview

Birch Aquarium at Scripps is a public exploration center for Scripps Institution of Oceanography at UC San Diego. The aquarium offers a unified visitor experience combining physical exhibits (Living Seas Gallery, Imagine Wild, Little Blue Penguins, coral habitats), educational programs (school programs, camps, outdoor adventures), and special experiences (behind-the-scenes tours, Shark Snorkels, Oceans at Night events). The aquarium also provides venue rentals for private events. Major recent additions include the Living Seas Gallery renovation, Imagine Wild frog exhibit, Meditation Ocean, and The Axolotl's Garden, alongside digital offerings via Bloomberg Connects.

Differentiator

Problem solved

Functional benefit

Products and services

• Living Seas Gallery Adam R. Scripps Living Seas Gallery — the largest renovation to Birch Aquarium since 1992 — featuring immersive Pacific Ocean exhibits including a Giant Kelp Forest, Open Ocean, and Tropical Pacific Coral habitats. Open to general visitors as part of aquarium admission.
• Imagine Wild: Mountain Yellow-legged Frog Conservation-focused exhibit transporting visitors to a fictional California mountainside to explore Mountain Yellow-legged Frog habitat, learn about resilience, threats, and science-based conservation reintroduction. Built with sustainable design where three-quarters of materials were reclaimed or reused.
• Meditation Ocean: Aquarius Reef Base Constellation installation exploring ocean phenomena at night including bioluminescence and biofluorescence, with interactive experiences. Included with aquarium admission.
• The Axolotl's Garden Exhibition highlighting endangered amphibians and other endemic Mexican species, featuring colorful murals and dedicated habitats. Included with aquarium admission.
• Beyster Family Little Blue Penguins Exhibit home to the world's smallest penguin species on the West Coast, featuring a Penguin Care and Conservation Center. Achieved the first Little Blue Penguin hatched on the West Coast.
• Penguin Behind-the-Scenes Tour Guided 1.5-hour tour into the Penguin Care and Conservation Center with up-close penguin encounters, led by educators and husbandry professionals. $100 for members, $115 for general public; includes aquarium admission. Guests must be at least 8 years old.
• Shark Snorkels Guided 2-hour snorkeling experience in La Jolla waters to observe Leopard Sharks and other marine species. $35 for members, $40 for general public. Ages 10+ required. Tickets go on sale August 1.
• Sunset Pier Walks Exclusive 90-minute walking tour of Scripps Pier with naturalists, featuring hands-on science stations and wildlife viewing. $25 for members, $30 for nonmembers. Ages 9 and older required.
• Oceans at Night (21+ Event) Adults-only (21+) evening event featuring bioluminescence and biofluorescence experiences, glow lounges, and nighttime aquarium exploration. $27 for members, $30 for general public; upgraded experience $67.50 members/$75 nonmembers with complimentary beverage.
• School and Youth Group Programs Educational programs for pre-K-12 students including field trips, classroom visits, and curriculum-aligned learning experiences. Serves over 40,000 students annually, with scholarship support exceeding $375,000 to 22,000+ students in a single school year.
• Summer and Winter Camps Overnight and day camps promoting ocean exploration, science, and adventure for children, with after-school programming delivered by youth program coordinators.
• Outdoor Adventures Programs including tidepooling, pier walks, and beach activities led by aquarium naturalists, designed to extend learning beyond the aquarium facility.
• Venue Rentals Private event spaces for weddings, corporate events, and celebrations with ocean views and aquarium access, including access to outdoor areas such as Blue Beach overlooking the Pacific.
• Riveropolis Hands-on water-play guest experience featuring a miniature river system for building and launching boats, teaching water flow science. Included with aquarium admission.
• Coral Classroom Exclusive behind-the-scenes look at coral care and conservation work with interactive educational experiences, with corals relocated during Living Seas construction.
• Bloomberg Connects Digital Guide Free digital guide accessible via the Bloomberg Connects app, providing photo, audio, and video features for onsite and offsite visits to Birch Aquarium.
• Annual Membership Recurring annual membership program offering unlimited visits, member-only events, and discounts on programs and gift shop purchases.

Quantifiable outcome

• 603,670 visitors in FY 2025-26, setting new attendance record
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

15 partnerships are on record, tiered minor and core.

• New England AquariumminorStrategic or Co-development Partner · 1 May 2024Coast-to-coast collaboration transferring juvenile Weedy Seadragons from Birch Aquarium to New England Aquarium as part of Species Survival Plan.
• Aquarium of the PacificcoreStrategic or Co-development Partner · 1 February 2024Partnership for Sunflower Sea Star conservation breeding and larval rearing. Aquarium of the Pacific receives fertilized eggs and contributes expertise in larval cultivation.
• California Academy of Sciences (Steinhart Aquarium)coreStrategic or Co-development Partner · 1 February 2024Collaborative partner for Sunflower Sea Star spawning and larval rearing. Contributed expertise to hormone-induced spawning protocols.
• San Diego Zoo Wildlife AlliancecoreStrategic or Co-development Partner · 1 February 2024Partnership for cryopreservation of Sunflower Sea Star genetic material using SDZWA's Frozen Zoo. SDZWA's Reproductive Sciences team advances cryopreservation techniques.
• Sunflower Star LaboratorycoreStrategic or Co-development Partner · 1 February 2024Monterey-based nonprofit developing reliable aquaculture methods for Sunflower Sea Star conservation and reintroduction. Provides expertise in conservation aquaculture techniques.
• AZA SAFE Sunflower Sea Star ProgramcoreStrategic or Co-development Partner · 18 October 2023Multi-partner conservation program including Aquarium of the Pacific, California Academy of Sciences, San Diego Zoo Wildlife Alliance, and Sunflower Star Laboratory to save the critically endangered Sunflower Sea Star from extinction.
• Bridge Builders FoundationminorStrategic or Co-development Partner · 1 August 2023Nonprofit marine science program bringing high school students from Los Angeles to Scripps Institution of Oceanography. Partnership aims to increase access to science education for youth of color.
• UC San Diego Geisel LibrarycoreTechnology or Integration · 1 January 2016Digital Media Lab at Geisel Library created the first 3D-printed brace for a sea turtle's shell using CT scans and 3D scanning technology.
• Aquarium Conservation PartnershipcoreStrategic or Co-development PartnerBirch Aquarium joined the Aquarium Conservation Partnership along with 24 other AZA-accredited aquariums, working collaboratively toward carbon neutrality goals and leveraging research, conservation, and science to communicate climate change solutions.
• AZA SAFE Sharks and Rays ProgramcoreStrategic or Co-development PartnerCollaborative effort by more than 60 organizations to save sharks and rays from extinction through evidence-based education and communication. Birch Aquarium contributes data to research projects, participates in science-based communications, and fundraising.
• UC San Diego Geisel Library Digital Media LabcoreTechnology or IntegrationPartnership for 3D scanning and printing technology, including creation of first 3D-printed brace for sea turtle shell and structured blue light 3D scanning capabilities.
• Cincinnati ZoominorStrategic or Co-development PartnerPartnership to bolster Little Blue Penguin population in the United States through collaborative breeding program between AZA institutions.
• Scripps Institution of OceanographycoreStrategic or Co-development PartnerBirch Aquarium is the public exploration center for Scripps Institution of Oceanography at UC San Diego. Features groundbreaking work of Scripps scientists and translates research into conservation initiatives.
• UC San DiegocoreStrategic or Co-development PartnerBirch Aquarium is part of UC San Diego. UC San Diego students participate in aquarium programs, employment, and research opportunities.
• NOAA (National Oceanic and Atmospheric Administration)minorStrategic or Co-development PartnerPartnership for ocean science education and research. NOAA scientists participate in Bridge Builders program and collaborate on ocean monitoring programs.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Shedd Aquarium: Chicago-based large AZA-accredited public aquarium. Comparable operating model and scale; broader freshwater/marine mix and larger Great Lakes visitor base make it a broader incumbent rather than a direct regional competitor.
• National Aquarium (Baltimore): Major U.S. public aquarium with similar AZA-accredited, member-supported, conservation- and education-driven operating model; comparable scale and mission but East Coast location.
• Georgia Aquarium: One of the largest aquariums in the U.S. Comparable AZA-accredited, membership-and-admission-funded operating model but with much larger scale and a more entertainment-leaning programming mix.

Direct peers

• New England Aquarium: Boston-based AZA-accredited public aquarium. Comparable scale and mission; current Weedy Seadragon SSP transfer partner with Birch, demonstrating shared institutional operating model.
• Monterey Bay Aquarium: Major California public aquarium on the Pacific coast. Highly comparable operating model—AZA-accredited, member-supported public aquarium with strong education, conservation (seafood watch), and premium experience programs—serving a similar SoCal-to-Bay Area visitor base.
• Aquarium of the Pacific: Long Beach-based AZA-accredited public aquarium. Directly comparable scale, exhibit strategy, and visitor demographic; also a current conservation partner on the Sunflower Sea Star SAFE program with Birch.
• Seattle Aquarium: Pacific Northwest public aquarium. Highly comparable regional public aquarium operating model and Pacific marine life focus; notably the prior employer of Birch's COO, indicating talent-flow and operational overlap.
• San Diego Zoo Wildlife Alliance: Operating the San Diego Zoo and Safari Park and the Frozen Zoo cryopreservation program. Direct peer in SoCal aquarium/zoo sector, partner on Sunflower Sea Star cryopreservation, and competes for the same tourism and donor base.
• California Academy of Sciences (Steinhart Aquarium): San Francisco-based combined natural history museum, aquarium, and research institution. Comparable aquarium/education/conservation scope and a current Sunflower Sea Star SAFE program partner with Birch.

Others

• Cincinnati Zoo & Botanical Garden: AZA-accredited zoological institution and current Little Blue Penguin breeding program partner with Birch. Not a direct geographic competitor, but a relevant peer in the AZA aquarium-adjacent species conservation and SSP ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/birch-aquarium-at-scripps

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Birch Aquarium at Scripps