Shaw Centre for the Salish Sea

What Shaw Centre for the Salish Sea does

The Shaw Centre for the Salish Sea operates as British Columbia's only not-for-profit aquarium and learning centre dedicated exclusively to the Salish Sea Bioregion, located in a 10,000 sq ft purpose-built waterfront facility at 9811 Seaport Place in Sidney, BC. Operated by The New Marine Centre Society (a registered BC Society and Canadian charity), the Centre maintains 35 aquarium habitats housing 160+ marine species and 3,500+ animals — including giant Pacific octopus ambassadors, wolf eels, and a touch pool — supported by 30+ open and closed life-support systems running 24/7 and a science-based animal welfare program guided by the Five Domains framework. The Centre also houses a permanent Coast Salish Indigenous art collection integrated with the aquarium experience.

The organization generates revenue across multiple streams: daily walk-in admission (adult $19.50, senior $15.75, youth $13.75, child $9.50, under-3 free), annual memberships ($18-91 plus discounted Sidney resident rates), group bookings for organizations of 12+, curriculum-based school programs and summer camps, an on-site retail store, facility rentals/hosted events, and charitable donations processed via CanadaHelps. The Centre reaches over 70,000 visitors and 10,000+ school-aged students annually through a hybrid direct-to-consumer and community-led go-to-market motion.

Funding rests on a diversified base of government infrastructure grants (Canada/BC Infrastructure Fund), a $1.5M title sponsorship from Shaw Communications, nominal $5/year building lease from the Town of Sidney, named funds at the Victoria Foundation, and ongoing community fundraising. The organization is governed by a volunteer Board and employs 24 staff supported by 160+ volunteers, with leadership holding advanced degrees in marine biology, zoology, and environmental education from McGill, UVic, Royal Roads, SFU, and UBC.

Name

Shaw Centre for the Salish Sea

Legal name

The New Marine Centre Society

Website

https://salishseacentre.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

The Shaw Centre for the Salish Sea is a non-profit aquarium and learning centre in Sidney, BC operating 35 habitats with 160+ marine species, serving 70,000+ visitors and 10,000+ students annually through admission, memberships, school programs, and donations.

Ownership category

akta.pro rank

Product category

Public Aquarium & Marine Education

NAICS

Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH)

akta.pro secondary industry

Marine & Freshwater Conservation (BPAGAGAE)

Keywords

• Public aquarium exhibits
• Marine education programs
• School group programs
• Coastal conservation learning
• Salish sea biodiversity

Headquarters

HQ city

Sidney

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. Admission Fees: One-day admission fees for adults, seniors, youth, children, and special categories (students, Canadian First Nations, military). No bookings required for individual visitors.
2. Annual Memberships: Family, adult, senior, youth/student, and child annual membership passes offering unlimited access. Special Sidney resident rates available.
3. Retail Store: The Salish Sea Store sells one-of-a-kind, locally sourced, Salish Sea and Coast Salish-focused arts, jewellery, food, crafts and much more.
4. Donations: Charitable donations accepted through CanadaHelps platform. Community fundraising campaigns like Salish Sea Idol generate significant donations with matching gifts from supporters like Lynda and Murray Farmer.
5. Group Bookings: Group rates available for organizations of 12 or more people with advance booking.
6. School Programs: Curriculum-based programming and summer camps for school-aged students. Standard admission rates apply; Annual Passes and memberships accepted.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

The Shaw Centre for the Salish Sea operates a not-for-profit public aquarium and marine learning centre featuring 35 saltwater habitats with over 160 species and 3,500 animals, including a giant Pacific octopus, wolf eels, sea stars, anemones, and a hands-on touch pool. It delivers curriculum-based school programs, summer camps, public tours, rotating feature exhibits, and a lecture series, supported by an on-site retail store and reciprocal museum memberships. The Centre is dedicated exclusively to the Salish Sea bioregion and integrates a permanent Coast Salish Indigenous art collection.

Product overview

The Shaw Centre for the Salish Sea operates as British Columbia's only not-for-profit aquarium and learning centre dedicated exclusively to the Salish Sea Bioregion. The Centre offers a unified visitor experience combining 35 aquarium habitats with over 160 marine species and 3,500 animals (including giant Pacific octopus ambassadors, wolf eels, and touch pool creatures), the Salish Sea Store retail outlet, and curriculum-based School Programs serving 10,000+ students annually. The portfolio includes Summer Camps (Salish Sea School), public tours and self-guided visits, rotating Feature Exhibits (such as Wild Allies: Native Plants and Pollinators), a Lecture Series, Creature Features highlighting animal ambassadors like Leon the one-eyed rockfish, and Volunteer Programs. The Centre serves over 70,000 visitors annually through these integrated educational and recreational offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Aquarium Exhibits and Habitats
• School Programs
• Summer Camps (Salish Sea School)
• Salish Sea Store (Retail)
• Public Tours and Self-Guided Visits
• Lecture Series and Special Events
• Feature Exhibits
• Annual Memberships

Quantifiable outcome

• 70,000+ visitors annually including 10,000+ students in school programs
• +2 more outcomes

Named customers1 record

Segments4 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

15 partnerships are on record, tiered flagship, core, major and minor.

• Shaw CommunicationsflagshipGTM or Marketing PartnerTitle Sponsor of the Centre, providing the naming rights and primary corporate sponsorship. Also partner in Coast Salish Legacy Project 2017/2018. Shaw Communications contributed $1.5 million as the largest single private donation during the original capital campaign.
• Province of British ColumbiacoreOthersGovernment Partner - Founding Building Grant (through Canada/BC Infrastructure Fund - $2 Million). Also annual operations government partner. Major partner in Coast Salish Legacy Project 2017/2018 through BC/Canada 150 Grant Program.
• Town of SidneycoreOthersGovernment Partner - Annual Operations. Building and Founding Partner. Leased building space to New Marine Centre Society for $5.00 for twenty years with option for renewal. Partner in Coast Salish Legacy Project 2017/2018.
• Government of CanadacoreOthersGovernment Partner - Founding Building Grant through Canada/BC Infrastructure Fund ($2 Million contribution).
• Marker GroupcoreOthersBuilding and Founding Partner. Partner in Coast Salish Legacy Project 2017/2018 through in-kind support. Co-developed the Sidney Pier building where the Centre is located.
• Pacific Salmon FoundationmajorStrategic or Co-development PartnerChampions (over $1,000) annual donor supporting salmon conservation and education programs at the Centre.
• Eagle Wing ToursminorChannel Partner/ Reseller/ DistributorAnnual Partner and Coast Salish Legacy Project 2017/2018 partner. Marine tourism operator offering complementary services to Centre visitors.
• Salish Weave Collection & Salish Weave FundmajorStrategic or Co-development PartnerCoast Salish Art Sponsor. Partner in Coast Salish Legacy Project 2017/2018. Supports Indigenous art programming and cultural education at the Centre.
• Knappett ProjectsminorOthersIn-kind partner in Coast Salish Legacy Project 2017/2018 and annual partner. Construction and development company providing in-kind services.
• RJC EngineersminorOthersIn-kind partner in Coast Salish Legacy Project 2017/2018 and annual partner. Engineering firm providing in-kind structural engineering services.
• Kilshaw's AuctioneersminorOthersIn-kind partner in Coast Salish Legacy Project 2017/2018. Provides auction services for fundraising events.
• Tourism Vancouver IslandmajorChannel Partner/ Reseller/ DistributorChampions (over $300) annual donor and regional tourism marketing partner promoting the Centre to visitors.
• Van Isle MarinaminorChannel Partner/ Reseller/ DistributorAnnual Partner. Marina providing complementary services to marine enthusiasts who visit the Centre.
• Gulf Islands National Park ReserveminorStrategic or Co-development PartnerGulf Islands National Park Reserve Interpreter Program (summer) partner. Collaborates on coastal conservation education.
• Céline S. CousteauflagshipGTM or Marketing PartnerDocumentary film director, daughter of Jean-Michel Cousteau, granddaughter of Jacques Yves Cousteau. Provided special guest appearance at opening ceremony and testimonial support for the Centre.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/salishseacentre
• Facebookfacebook.com/SalishSeaCentre
• LinkedInlinkedin.com/company/shaw-ocean-discovery-centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Shaw Centre for the Salish Sea