Marais de la Rivière-aux-Cerises

Name

Marais de la Rivière-aux-Cerises

Legal name

Association du Marais-de-la-Rivière-aux-Cerises (LAMRAC)

Website

https://maraisauxcerises.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Association du Marais-de-la-Rivière-aux-Cerises (LAMRAC) is a Quebec nonprofit that conserves 180+ hectares of wetland in Magog, offering free public trails, an interpretation centre, youth programs, and a nature-themed boutique.

Ownership category

akta.pro rank

Product category

Conservation & Environmental Education Services

NAICS

Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Guided Wildlife Safaris & Game Drives (Sanctuary/Reserve-Based) (THAAAFAF)

akta.pro secondary industries

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA), Environmental Interpretation & Ranger-Led Education Programs (Visitor Education) (THAAAOAJ), River & Wetland Ecotours (Canoe/Kayak, Mangrove/Swamp Tours) (THAAAEAE)

Keywords

• Wetland conservation
• Environmental education
• Hiking trails
• Interpretation center
• Nature day camps

Headquarters

HQ city

Magog

HQ country

Canada

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. Boutique and Cafe Sales: On-site cafe-boutique and online e-commerce store selling nature-themed merchandise (apparel, accessories, drinkware, home goods) featuring local wildlife designs (beaver, hummingbird, salamander, etc.). Revenue supports LAMRAC's conservation mission.
2. Donations and Memberships: Individual donations and membership fees support the organization's conservation mission. Donations are solicited on-site and online. Membership programs offer members free or discounted access to certain programming.
3. Venue Rental: Rental of meeting rooms and event spaces at the Interpretation Centre to groups and organizations.
4. Youth Programming: Revenue from day camps (Classes vertes), school trips (sorties scolaires with pedagogical toolkits), and group visits. School programs are eligible for government funding under La culture a l'ecole program.
5. Exhibition Voluntary Contributions: Outdoor and indoor exhibitions operate on a voluntary contribution model where visitors are invited to donate to support the mission.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Association du Marais-de-la-Rivière-aux-Cerises (LAMRAC) is a nonprofit conservation organization that manages over 180 hectares of protected wetland in Magog, Quebec. It operates seven free public hiking trails, an interpretation centre (Espace muséal Desmarais), environmental education programs for youth, and rotating art exhibitions. Revenue is generated through donations, memberships, a café-boutique selling nature-themed merchandise, venue rentals, and youth programming such as day camps and school field trips.

Product overview

The Association du Marais-de-la-Rivière-aux-Cerises (LAMRAC) operates a nature conservation organization managing 180+ hectares of protected marshland. Its core offerings center on environmental education and public access to the marsh ecosystem, comprising hiking trails (7 trails including the Sentier du Pionnier on stilts), an interpretation center/museum (Espace muséal Desmarais), nautical excursions, youth programs (Classes vertes day camp, school trips), guided group visits, and rotating art exhibitions. Revenue-generating activities include a café-boutique selling branded wildlife merchandise (138 products), room rentals, and membership/donation programs. The organization does not operate a technology platform; all offerings are in-person visitor experiences and conservation services.

Differentiator

Problem solved

Functional benefit

Products and services

• Hiking Trails (Randonnées pédestres) Seven named hiking trails through the protected wetland ecosystem, including the Sentier du Pionnier pile-supported boardwalk, open daily to the public at no charge.
• Interpretation Centre (Centre d'interprétation - Espace muséal Desmarais) Seasonal museum space offering educational exhibits about the marsh ecosystem, wildlife, and conservation, plus rotating cultural exhibitions. Open Wed-Sun off-season and daily in summer.
• Nautical Excursions (Excursions nautiques) Boat tours and water-based exploration activities of the marsh and Rivière aux Cerises for visitors and groups.
• Classes vertes du Marais (Summer Day Camp) Scientific summer day camp for young explorers offering nature immersion, outdoor adventure, and educational discoveries about the marsh ecosystem.
• School Trips (Sorties scolaires) Educational nature outings for school groups led by interpretive guides, with pedagogical toolkits adapted to student levels, eligible for Quebec La culture à l'école government funding.
• Group Visits (Visites de groupe) Guided tours of the marsh for groups, including interpretive commentary about biodiversity and conservation.
• Café and Boutique (Café et boutique) On-site café and gift shop offering local products, artisan creations, books, and branded merchandise featuring wildlife illustrations (beaver, hummingbird, salamander, etc.).
• Room Rental (Location de salle) Event space rental for private functions, meetings, and community events at the Centre d'interprétation.
• Annual Membership Program Annual membership program allowing individuals to support the wetland conservation mission and access member-exclusive benefits.
• Donations Program Financial contributions supporting the conservation mission of the marsh, environmental protection initiatives, and operational programs.
• Online Boutique (Wildlife-Themed Merchandise) E-commerce storefront offering 138 nature-themed products across apparel, accessories, drinkware, and home goods featuring local wildlife designs (beaver, hummingbird, salamander, etc.).
• Québec Spectaculaire Outdoor Exhibition (Yves Tremblay) Outdoor summer exhibition of aerial photography of Quebec landscapes by Innu artist Yves Tremblay, presented June to October 2026 in the Nature Space behind the interpretation centre.
• Nymphéa Exhibition (Zoé Boivin) Temporary exhibition by painter Zoé Boivin featuring the Nymphéa series inspired by water lilies, including an interactive educational path, running April 16 to September 13, 2026.

Quantifiable outcome

• Over 200,000 visitors annually across a free-access trail network of 7 named trails
• +4 more outcomes

Named customers3 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

Partnerships

Four partnerships are on record, tiered minor, core and moderate.

• UhumainminorGTM or Marketing Partner · 14 May 2026Uhumain is a local outdoor apparel company specializing in high-end merino wool clothing. Their collection is sold at LAMRAC's on-site boutique. The partnership supports local business visibility while generating retail revenue for LAMRAC's conservation mission. Co-proprietaire Julie Gil highlighted the territorial inspiration behind the partnership. Launch event held at the Centre d'interpretation.
• La Caisse (Caisse de depot et placement du Quebec)coreStrategic or Co-development PartnerLa Caisse (formerly the Caisse de depot et placement du Quebec) is a long-term supporter of LAMRAC's musu00e9ology and interpretation programming. The partnership includes financial support for the Centre d'interpretation (Espace museal Desmarais) and cultural programming, including the Atelier de peinture aquarelle et de pastels workshop with artist Zoe Boivin. La Caisse also supports Journees de la culture events.
• Ville de MagogcoreStrategic or Co-development PartnerLAMRAC manages municipal trail infrastructure (pile-supported boardwalks) and collaborates with the Ville de Magog on the comprehensive rehabilitation of all pile-supported trail infrastructure. This is a critical public infrastructure partnership for the municipality.
• 9 Universities (Research Partners)moderateStrategic or Co-development PartnerLAMRAC has developed partnerships with 9 universities for biodiversity research, species inventories, and knowledge acquisition. These academic partnerships support LAMRAC's conservation mission and enhance the scientific credibility of its programming.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Parc national de la Yamaska: Quebec SEPAQ national park featuring wetlands, hiking trails, and visitor interpretation. Comparable as a Quebec nature park with wetland characteristics and educational programming.
• Parc national du Mont-Orford: SEPAQ-operated Quebec national park adjacent to Magog offering hiking, interpretation, and outdoor education. Highly comparable as a nearby Quebec nature park combining trails, visitor programming, and school services.
• Parc Safari: Quebec nature and wildlife park offering animal encounters, walking trails, and educational programming for families and schools. Comparable as a Quebec nature-based visitor attraction with educational offerings.
• Ducks Unlimited Canada: Canada's leading wetland conservation organization, conserving, restoring, and managing wetlands with public engagement and education programs. Directly comparable to LAMRAC's wetland conservation mission with visitor-facing operations.
• Le Zoo de Granby: Major Quebec wildlife attraction offering animal exhibits, educational programs, and family nature experiences in the same broader region. Comparable in combining wildlife, education, and visitor services, though it operates a commercial zoological model.
• Corridor appalachien (Appalachian Corridor): Conservation nonprofit operating in Quebec's Eastern Townships, the same region as LAMRAC, focused on protecting natural environments and engaging the public in conservation. Closely comparable in geographic scope, mission, and organizational scale.

Broad incumbents

• Nature Conservancy of Canada: Canada's largest land conservation organization, acquiring and managing natural areas for conservation. Comparable in operating protected natural areas, though at much larger national scale and without LAMRAC's visitor-experience focus.
• Canadian Museum of Nature: National natural history museum with permanent and rotating exhibitions on biodiversity, ecosystems, and conservation. Comparable in environmental-education mission, though it operates as a national institution with a broader scientific scope.
• Biodome de Montreal: Large-scale Montreal nature interpretation facility within Space for Life, offering ecosystem exhibits and educational programming. Comparable in nature-interpretation mission but operates at much larger scale and as an indoor facility.

Others

• Fondation de la faune du Quebec: Quebec wildlife and habitat conservation foundation funding conservation projects across the province. Comparable as a peer organization in Quebec's conservation ecosystem, and already a direct institutional partner and funder of LAMRAC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/marais-de-la-rivi%C3%A8re-aux-cerises

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Marais de la Rivière-aux-Cerises