Great Lakes Aquarium

What Great Lakes Aquarium does

Great Lakes Aquarium is a 501(c)(3) non-profit public aquarium founded in 2000 and headquartered at 353 Harbor Drive, Duluth, Minnesota, operating daily from 10 a.m. to 6 p.m. with a staff of 47. It runs 14+ permanent exhibits focused on Great Lakes freshwater ecosystems (including an 85,000-gallon Isle Royale exhibit and a St. Louis River habitat) alongside broader aquatic exhibits such as Amazing Amazon and the saltwater Shipwrecks Alive!/Oceans Alive complex. The core technology stack consists of aquarium life support systems — sand filters, bio-filters, protein skimmers, UV filters, and temperature regulation — supporting both freshwater and saltwater habitats, supplemented by a specialized Lake Sturgeon rearing facility using St. Louis River Estuary source water for fish imprinting.

The aquarium serves a diversified base of regional and Midwest visitors: families and the general public, K-12 schools and homeschool families, scout troops and youth organizations, corporate and private event hosts, and visitors with disabilities or limited income. Revenue is generated through tiered admissions ($16-$20 individual, $10-$15 group), annual and lifetime memberships, parking fees, group rates for 15+ guests, event rentals (minimum $700 overnight experience), gift shop sales, fee-based education programs (field trips, summer camps, SCUBA diving, preschool and teen clubs), and donations/grants. Distribution is direct-to-consumer via the website and front desk, with reciprocal membership agreements across Minnesota and Wisconsin cultural attractions.

Recent strategic activity centers on a multi-year exhibit refresh (Oceans Alive in June 2024, Lava to Lakes in Summer 2025) and a multi-agency Lake Sturgeon Restoration Project with the U.S. Fish and Wildlife Service, Minnesota Department of Natural Resources, and Fond du Lac Resource Management, partially funded by the Minnesota Legacy Amendment, Boreal Waters Community Foundation, and the Minnesota Environment and Natural Resources Trust Fund. The aquarium has also expanded accessibility programming (tactile tours, sensory-friendly experiences, an AuSM-developed social narrative), partnered with NOAA Ocean Exploration for educator professional development, and operates a free Teacher Resource Center lending library.

Name

Great Lakes Aquarium

Legal name

Great Lakes Aquarium

Website

https://glaquarium.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Non-profit public aquarium in Duluth, Minnesota operating 14+ Great Lakes-focused exhibits, K-12 and youth education programs, event rentals, and a multi-agency lake sturgeon restoration project with 47 employees.

Ownership category

akta.pro rank

Product category

Public Aquarium and Education Services

NAICS

Zoos and Botanical Gardens (71213), Museums, Historical Sites, and Similar Institutions (7121), Finfish Farming and Fish Hatcheries (112511)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Marine & Freshwater Conservation (BPAGAGAE)

Keywords

• Public aquarium visits
• Educational field trips
• Conservation programs
• Aquarium memberships
• Event venue rentals

Headquarters

HQ city

Duluth, MN

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, Supply Chain

Revenue model

1. Admission Tickets: Visitors purchase tickets for aquarium admission with tiered pricing for adults, seniors, children, and free admission for children 2 and under
2. Memberships: Annual and lifetime membership programs offering free parking, discounted admission rates, and other benefits
3. Event Rentals: Private event bookings including weddings, meetings, birthday parties, and overnight experiences
4. Donations: Charitable contributions and sponsorship support as a 501(c)(3) non-profit organization
5. Parking Fees: Parking fees ranging from $10 for up to 5 hours to $20 for up to 24 hours
6. Limited Income Access Program: Discounted admission rates for adults with EBT cards or medical assistance, and 50% off memberships
7. Gift Shop Sales: On-site gift shop merchandise sales
8. Education Programs: Fee-based programs including field trip classes, summer camps, and professional development workshops for educators

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Great Lakes Aquarium operates a non-profit public aquarium featuring 14+ permanent exhibits of Great Lakes freshwater species, Amazon habitats, marine life (including a 10,000-gallon saltwater aquarium with zebra sharks and rays), and terrestrial wildlife. The organization sells general admission tickets, group rates, and annual/lifetime memberships, while delivering K-12 educational programs, summer camps, teacher professional development, private event rentals, and active lake sturgeon conservation/rearing partnerships with USFWS, Minnesota DNR, and Fond du Lac Resource Management.

Product overview

Great Lakes Aquarium is a 501(c)(3) non-profit public aquarium and education center in Duluth, Minnesota, offering a diverse portfolio of exhibits, educational programs, and event services. The core experience centers on 14 permanent exhibits showcasing Great Lakes freshwater species (including the 85,000-gallon Isle Royale exhibit and St. Louis River exhibit) alongside rotating exhibits like the saltwater Shipwrecks Alive! and Fire, Ice and the Rise of Life. Educational offerings include structured K-12 learning programs with 10 class options, the WAVES teen career club, and the free Teacher Resource Center lending library. The aquarium also operates an event venue hosting weddings, meetings, and the seasonal Beer Gardens. A significant conservation initiative is the Lake Sturgeon Restoration Project, rearing endangered lake sturgeon for release into the St. Louis River. The organization functions as both a visitor attraction and an educational institution with accessibility services including tactile tours and sensory-friendly experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• General Admission Tickets
• Group Rate Admission Discounted admission for groups of 15 or more guests: adults $15, children $10. Youth organizations with fewer than 15 may qualify with advance reservation. Designed for school groups, scout troops, and other organized parties.
• Membership Program Annual and lifetime aquarium membership providing free parking, discounted admission for repeat visits, member events, and other benefits. Discounted memberships (50% off) are offered to visitors with EBT or medical assistance documentation.
• School Field Trips Guided educational field trip visits for K-12 school groups with 10 class options including Animal Encounter, Fantastic Frogs, Lake Superior Ecology, Behind the Scenes Tour, and Run for Your Life Cycle. Programming is aligned with Minnesota Science Standards.
• Summer Day Camps Day camp programs for grade school children during summer break featuring aquatic and nature-themed activities. Kestrels full session is priced at $105 per session, with member discounts available.
• Whirligigs Preschool Program Early childhood educational program for preschool-aged children focused on introducing young learners to aquatic life and nature themes.
• Great Adventures SCUBA Diving SCUBA diving program for middle and high school students offering hands-on dive training and water-based career exposure.
• Group Events and Rentals Private event hosting services including weddings, meetings, birthday parties, and overnight experiences for groups up to 80 people (minimum total cost $700 for overnights). Meeting space available in the Discovery Center with projector and tables.
• Beer Gardens Outdoor summer event series held every Thursday in July and August, featuring local craft beer, live music, and food vendors overlooking the Duluth harbor. Open to the public with no prior registration required.
• Behind the Scenes Tours Guided tours visiting non-public areas of the aquarium including the life support system, animal kitchen, and holding areas. Limited to 15 participants per session and offered as part of field trip class options.
• Lifetime Celebration Fish Commemorative metallic fish plaque program allowing visitors to honor special people or events through a contribution that places a fish on the aquarium's celebration wall located in Duluth.

Quantifiable outcome

• Lake sturgeon restoration contributing to species recovery in Minnesota
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered supporting and core.

• NOAA Ocean ExplorationsupportingStrategic or Co-development Partner · 8 November 2025Professional development workshop for educators exploring deep ocean science and tools. Great Lakes Aquarium serves as host venue for the in-person workshop.
• U.S. Fish and Wildlife ServicecoreStrategic or Co-development PartnerPartnership for lake sturgeon rearing program. Great Lakes Aquarium manages a USFWS lake sturgeon rearing trailer to produce juvenile lake sturgeon for stocking programs. The aquarium partners with USFWS for facility design, biosecurity measures, and educational interpretive media development.
• Minnesota Department of Natural ResourcescoreStrategic or Co-development PartnerPartner in lake sturgeon restoration efforts. The aquarium produces juvenile lake sturgeon for MNDNR stocking programs to support restoration of self-sustaining populations in the St. Louis River.
• Fond du Lac Resource ManagementcoreStrategic or Co-development PartnerTribal partner in lake sturgeon restoration. Provides fingerlings to stock the upper river system in efforts to restore a self-sustaining lake sturgeon population in the upper St. Louis River system.
• Iron River National HatcherysupportingOthersProvides the lake sturgeon rearing trailer used by Great Lakes Aquarium for the sturgeon production program.
• Genoa National Fish HatcherysupportingStrategic or Co-development PartnerProvides best practices and expertise for sturgeon rearing program including feeding schedules, water quality management, and growth monitoring protocols.
• National Marine Sanctuary FoundationsupportingGTM or Marketing PartnerPartner in presenting NOAA Ocean Exploration professional development for educators at Great Lakes Aquarium.
• Autism Society of Minnesota (AuSM)supportingStrategic or Co-development PartnerCollaborated to create a social narrative guide helping visitors with autism reduce anxiety about new experiences by explaining what to expect step-by-step when exploring the Aquarium.
• Reef HQ (Queensland, Australia)supportingOthersPublic aquarium in Australia where the Zebra Shark was originally hatched and spent its first year before being transferred to Great Lakes Aquarium.
• Indianapolis ZoosupportingOthersDonated smooth hound sharks to Great Lakes Aquarium for the Shipwrecks Alive exhibit.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Como Park Zoo and Conservatory: Saint Paul zoo operated by the city with free admission and educational programming. Comparable as a regional Midwestern family attraction with similar school group and educational outreach audience.
• National Aquarium: Major non-profit aquarium in Baltimore, MD with strong educational programming and conservation mission. Comparable as a non-profit aquarium emphasizing conservation, education, and exhibit-based storytelling.
• Minnesota Zoo: State-operated zoo in Apple Valley, MN offering aquariums, trails, and education programs. Comparable as a Midwestern non-profit/educational animal attraction with K-12 programming and conservation focus.
• Shedd Aquarium: Major non-profit aquarium in Chicago with broad species portfolio and education programming. A larger, established incumbent in the Great Lakes aquarium space that competes for regional school field trips and tourism.

Regional players

• Discovery World: Science and technology center in Milwaukee, WI with aquarium exhibits and Great Lakes-themed content. Comparable as a Great Lakes-region educational attraction with hands-on exhibits and K-12 programming.

Direct peers

• Tennessee Aquarium: Non-profit public aquarium in Chattanooga, TN with a strong focus on freshwater ecosystems and Appalachian aquatic life. Comparable as a similarly-sized, mission-driven aquarium built around freshwater content and education.
• Lake Superior Zoo: Zoo also located in Duluth, MN operating as a small-to-mid-size Midwestern animal attraction. Most comparable by geography, scale, and regional market overlap, with Great Lakes Aquarium explicitly offering 50% reciprocal admission to its members.
• Newport Aquarium: Mid-size regional aquarium in Kentucky operated by Herschend Family Entertainment. Comparable size and family/tourism positioning to Great Lakes Aquarium as a standalone smaller aquarium.
• SEA LIFE Minnesota Aquarium at Mall of America: For-profit chain aquarium located in Bloomington, MN, offering a similar general-public aquarium experience. Most direct for-profit competitor in the Minnesota market, competing for the same family and tourist visit occasions.

Others

• Indianapolis Zoo: AZA-accredited zoo in Indianapolis, IN. Listed as a peer because of the documented animal-sourcing partnership (smooth hound sharks donated for the Shipwrecks Alive exhibit), making it a comparable aquarium/zoo operator in the Midwest.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/glaquariummn
• Facebookfacebook.com/greatlakesaquarium
• Instagraminstagram.com/greatlakesaquarium
• LinkedInlinkedin.com/company/great-lakes-aquarium

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Great Lakes Aquarium