Bellingrath Gardens & Home

What Bellingrath Gardens & Home does

Bellingrath Gardens & Home is a 501(c)(3) nonprofit public garden and historic estate operating since 1932 on a 65-acre property in Theodore, Alabama (near Mobile), founded by Walter and Bessie Bellingrath. The core asset is a 15-room, 10,500-square-foot historic home built in 1935, designed by Mobile architect George B. Rogers, with all original furnishings preserved and open for tours alongside year-round garden visitation across thousands of plants and flowers. The organization is governed by the Bellingrath Gardens and Home Foundation and operates with 29 employees.

Revenue is generated through six primary streams: daytime admission tickets (sold via Agileticketing platform and on-site), annual memberships administered by the Friends of Bellingrath organization, on-site retail at the Gift Shop and Garden Center, food and beverage sales at Magnolia Café (including evening service during signature events), private event rentals (weddings, corporate events, photography sessions), and tax-deductible donations to the Foundation. Signature annual events include the 31st Annual Magic Christmas in Lights, the Gulf Coast Chinese Lantern Festival, and The Great Bellingrath Harvest featuring the 62nd Annual Cascading Mums display.

The go-to-market model is direct-to-consumer, targeting individual visitors, families, group tours, event hosts, photographers, and K-8 educational groups (through the NatureNauts STEM program and Cultivate educator training). Marketing is integrated across the bellingrath.org website, email newsletter, social media (Facebook, Instagram, Pinterest, X, YouTube), PR/media relations, and travel platforms such as TripAdvisor. Customer support and operational functions are handled by a small team with extensive departmental segmentation across admissions, gift shop, development/fundraising, group tours, membership, weddings, private events, STEM education, and volunteer coordination.

Name

Bellingrath Gardens & Home

Legal name

Bellingrath Gardens & Home

Website

https://bellingrath.org

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

11–50 employees

Short description

Bellingrath Gardens & Home is a 501(c)(3) nonprofit operating a 65-acre public garden and 1935 historic estate in Theodore, Alabama, serving individual visitors, families, group tours, event hosts, and K-8 students through admissions, memberships, events, retail, café, and STEM education.

Ownership category

akta.pro rank

Product category

Public Botanical Gardens & Historic Estate Attractions

NAICS

Zoos and Botanical Gardens (712130), Nature Parks and Other Similar Institutions (712190), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Services-Amusement & Recreation Services (7900), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

akta.pro secondary industries

Seasonal Color & Flower Rotation (Spring/Fall Plantings) (HSAIAFAE), Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB), Seasonal Color, Planting & Horticultural Services (BPABADAL)

Keywords

• Botanical garden tours
• Historic estate tours
• Garden education programs
• Seasonal light festivals
• Wedding venue rentals

Headquarters

HQ city

Theodore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales

Revenue model

1. Admission Tickets: Daytime admission tickets for garden and home tours, with special event pricing for seasonal attractions like Magic Christmas in Lights and Gulf Coast Chinese Lantern Festival.
2. Membership Program: Annual membership subscriptions providing unlimited admission, member-only event access, and discounts on programming. Operated by the Friends of Bellingrath organization.
3. Gift Shop & Garden Center: Retail sales of garden-themed merchandise, plants, and gifts through on-site gift shop and garden center.
4. Café & Food Service: Magnolia Café food and beverage sales, including evening service during Magic Christmas in Lights events.
5. Private Event Rentals: Venue rentals for weddings, private parties, corporate events, and photography sessions.
6. Donations & Contributions: Tax-deductible donations through the Bellingrath Gardens and Home Foundation, a 501(c)(3) nonprofit organization.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Bellingrath Gardens & Home operates a 65-acre public botanical garden and the 15-room, 10,500-square-foot Bellingrath Home (built 1935) as a visitor attraction in Theodore, Alabama. The organization sells garden and home tours, signature seasonal events (Magic Christmas in Lights, Gulf Coast Chinese Lantern Festival, The Great Bellingrath Harvest with the Cascading Mums display), weddings and private event rentals, photography permits, adult and youth education programs (NatureNauts STEM camps, Cultivate educator program), and ancillary on-site retail and food service through the Gift Shop, Magnolia Café, and Garden Center.

Product overview

Bellingrath Gardens & Home operates as a 501(c)(3) nonprofit botanical garden and historic estate offering a diverse portfolio of visitor experiences and educational services. The core offering consists of 65-acre garden and estate tours featuring the historic Bellingrath Home (built 1935). The organization runs signature annual events including Magic Christmas in Lights (31st annual) and the Gulf Coast Chinese Lantern Festival. Seasonal programming includes The Great Bellingrath Harvest with Scarecrows in the Gardens and the Cascading Mums display. Educational services include adult programs (Garden Walk & Talk, art classes, floral workshops) and youth programming through the NatureNauts brand (STEM camps, academy workshops for K-8). Additional offerings include wedding services, private event rentals, professional photography permits, a Gift Shop, Magnolia Café, and Garden Center. The membership program provides free admission and member-exclusive benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Christmas in Lights: Annual holiday light display event at Bellingrath Gardens, featuring thousands of twinkling lights across the 65-acre estate.
• Gulf Coast Chinese Lantern Festival
• NatureNauts
• Cultivate

Products and services

• Gardens and Estate Tours Guided and self-guided tours of the 65-acre botanical garden estate featuring thousands of plants and flowers with year-round blooms, for general visitors, families, and tourists.
• Bellingrath Home Tours Tours of the 15-room, 10,500-square-foot historic home built in 1935, designed by Mobile architect George B. Rogers, with all original furnishings on display, for heritage and architecture visitors.
• Magic Christmas in Lights Annual holiday light display event featuring thousands of twinkling lights across the 65-acre estate, with live choral performances, holiday treats, and seasonal decorations, for families, tourists, and members.
• Gulf Coast Chinese Lantern Festival Seasonal event featuring illuminated Chinese lantern displays throughout the Gardens, typically running April through June, for families, tourists, and members.
• The Great Bellingrath Harvest Fall seasonal showcase featuring festive Scarecrows in the Gardens, Pumpkin Displays, Jack-O-Lantern Jubilee, and the 62nd Annual Cascading Mums (nation's largest outdoor display of cascading chrysanthemums), running late October through November.
• Wedding Services Wedding ceremonies and receptions hosted at the Gardens, including photography services for wedding parties, for engaged couples seeking a historic, scenic venue.
• Private Event Rentals Corporate events, private gatherings, and large party rentals at various Garden venues, for corporate clients, families, and organizations hosting special occasions.
• Professional Photography Permits Photography permits for professional and commercial shoots including editorial, commercial, wedding, and portrait photography, for professional photographers and shoot producers.
• Adult Education Programs Educational programming for adults including Garden Walk & Talk series, Blooms Brushes & Sip art classes, Jewelry Making, Photography, Floral Arrangements, Hurricane Season 101, and history presentations, for adult learners and members.
• NatureNauts Youth Programs STEM-focused educational programs for youth including NatureNauts Summer STEM Camps, NatureNauts Academy K-8 monthly workshops, and Cultivate educator professional development, for students from public, private, and homeschool backgrounds and their educators.
• Gift Shop On-site retail gift shop offering garden-themed merchandise and souvenirs, open during regular garden hours and extended hours during Magic Christmas in Lights, for visitors and members (10% member discount).
• Magnolia Café On-site café serving food and beverages, including hot evening meals and s'mores during Magic Christmas in Lights events, for visitors, members, and event attendees.
• Garden Center On-site Garden Center retailing plants and garden merchandise, for visitors, home gardeners, and members.
• Membership Program Annual membership program operated by the Friends of Bellingrath organization, offering unlimited admission during regular daytime hours, member-only event invitations, discounts on programming, discounted Magic Christmas in Lights tickets after 3 PM, and a 10% Gift Shop discount.
• Group Tour Packages Group tour packages with special group and tour agency rates for organized group visits to the Gardens and Home, for tour operators, school groups, senior groups, and social organizations.

Quantifiable outcome

• Gardens first opened to the public on April 7, 1932, establishing over 90 years of continuous operation

Named customers3 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• American Public Gardens Association (APGA)coreStrategic or Co-development PartnerBellingrath Gardens maintains active membership in APGA, participating in annual conferences and collaborative initiatives with public gardens nationwide. Staff members share highlights from APGA conferences at Garden Walk & Talk events, discussing how public gardens work together to promote conservation, education, and innovation.
• University of South Alabama Department of PhysicsminorStrategic or Co-development PartnerCollaboration for Night Sky Series astronomy viewing events. University physics department staff give presentations and set up telescopes on The Great Lawn for night sky observation sessions, leveraging Bellingrath's lower light pollution compared to nearby towns.
• NatureNauts STEM Day Participating OrganizationsminorOthersVarious Gulf Coast organizations participate in annual NatureNauts STEM Day including: Historic Blakeley State Park, Dauphin Island Sea Lab, Alabama Audubon, Mobile Bay National Estuary Program, Mobile Baykeeper, US Coast Guard Auxiliary, National Weather Service Mobile, Alabama Coastal Foundation, Honey of the Hill Apiary, and others providing hands-on educational exhibits and activities.
• Friends of BellingrathcoreStrategic or Co-development PartnerThe Friends of Bellingrath is the official membership organization supporting the gardens. Members receive unlimited admission, invitations to member-only events, and discounts on programming. The organization perpetuates the legacy of Bellingrath Gardens & Home as one of Alabama's oldest institutions.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Others

• American Public Gardens Association: Industry trade association that Bellingrath actively participates in via annual conferences and collaborative conservation/education initiatives. Relevant as a peer-adjacent ecosystem organization supporting Bellingrath's institutional positioning.

Broad incumbents

• Biltmore Estate: Large historic estate in Asheville, NC combining gardens, historic house tours, weddings, retail, dining, and major seasonal programming (e.g., Christmas at Biltmore). Comparable architecture-tourism-and-gardens model at significantly larger scale.
• Longwood Gardens: Premier public botanical garden in Kennett Square, PA with 1,100+ acres, signature seasonal events, major light display, and education programs. Comparable as a large-scale nonprofit botanical garden with ticketed admission, events, and memberships.

Direct peers

• Magnolia Plantation and Gardens: Historic Charleston estate with gardens, house tours, weddings, signature seasonal festivals, and on-site retail/food. Highly comparable as a historic estate + gardens attraction in the Southeast with similar tour, event, and education revenue mix.
• Callaway Gardens: Large Pine Mountain, Georgia resort and garden destination combining gardens, events, education programming, lodging, and retail. Comparable Southern destination botanical experience with similar multi-revenue mix.
• Atlanta Botanical Garden: Major nonprofit botanical garden with ticketed admission, seasonal light displays (Garden Lights, Holiday Nights), weddings, education programs, and gift shop. Operates at materially larger scale but same business model and revenue mix.
• Brookgreen Gardens: South Carolina nonprofit botanical garden and sculpture garden with historic Lowcountry elements, signature seasonal light display (Nights of a Thousand Candles), weddings, and admission-based programming. Comparable Southeast coastal botanic destination.
• Dallas Arboretum and Botanical Garden: 66-acre botanical garden with historic estate elements, seasonal festivals (e.g., Autumn at the Arboretum), major holiday lights event, weddings, and youth programs. Closest comparable in scale, mix of gardens + historic home, and seasonal event programming.
• New Orleans Botanical Garden: City Park-based botanical garden with seasonal light displays (Celebration in the Oaks), weddings, education programming, and gift shop/café revenue mix. Directly comparable peer for a Gulf Coast/Southern tourist-adjacent garden destination.

Regional players

• Huntsville Botanical Garden: Alabama-based nonprofit botanical garden with seasonal events, weddings, and youth programs. Comparable statewide-Alabama footprint even though it is more focused on plant collections than historic estate interpretation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Bellingrath1932
• YouTubeyoutube.com/user/bellingrath1932
• Facebookfacebook.com/bellingrath
• Instagraminstagram.com/bellingrathgardens
• Pinterestpinterest.com/bellingrath1932
• LinkedInlinkedin.com/company/bellingrath-gardens-and-home

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Bellingrath Gardens & Home