The Schiele Museum of Natural History

What The Schiele Museum of Natural History does

The Schiele Museum of Natural History is a non-profit natural history museum located in Gastonia, North Carolina, founded in 1961 and operating with 37 staff across a 60,000 sq ft indoor facility and a 0.7-mile outdoor nature trail. Its core portfolio centers on the James H. Lynn Planetarium and Science Theater — featuring a fully digital 360-degree projection system — alongside permanent habitat and wildlife halls (North American Habitats, North American Wildlife, North Carolina Natural History, Henry Hall of the American Indian), The Farm (live animals and gardens), the Animal Ambassadors program (80+ live animals), and rotating exhibits such as Dino Safari and Cats Untamed. A major 2026 expansion, the Elizabeth Williams Robinson Hall of Dinosaurs, will add 4,200 sq ft of fossil and cast specimens, funded via the ~92%-complete $4.5M Paleo Project capital campaign.

The museum generates revenue across eight distinct streams: general admission ($12 adult / $10 youth-senior), five annual membership tiers ($60 to $2,500), K-12 field trips ($10/student with Duke Energy scholarships for Gaston County Title 1 schools), planetarium shows ($6), the Schiele To-Go outreach program ($250-$400 per session), special events (Bug Day, Music Under the Stars concerts at $35-$40), private venue rentals, and donations. Its distribution combines direct-to-consumer admissions (online at sales.schielemuseum.org and at-desk), enterprise-style school group scheduling, and community outreach. The museum is institutionally supported by the City of Gastonia and a network of corporate sponsors (Duke Energy, Gaston County Farm Bureau, Bank of America, Enbridge Gas NC, Dignity Memorial), and is a member of the ASTC Passport Program, which provides reciprocal benefits at 350+ science centers worldwide.

Its primary customer segments are families with children and K-12 school groups (both flagged as primary), supplemented by military families (via Blue Star Museums), private event clients, and annual members. The go-to-market is hybrid: direct-to-consumer for walk-in visitors, enterprise/field-sales for school groups with a dedicated scheduling coordinator, event-driven marketing for premium concerts and themed days, and community-led delivery via the Schiele To-Go outreach program. The museum maintains active social media (Facebook, Instagram, YouTube, LinkedIn) and email marketing, though many school district email servers block external newsletters — a notable channel constraint.

Name

The Schiele Museum of Natural History

Legal name

The Schiele Museum of Natural History

Website

https://schielemuseum.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Schiele Museum of Natural History is a non-profit natural history museum in Gastonia, North Carolina, operating a 60,000 sq ft facility with a digital 360-degree planetarium, live animal collections, and educational exhibits, serving families, K-12 school groups, and visitors across Gaston County and the broader Charlotte region.

Ownership category

akta.pro rank

Product category

Natural History Museum

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Natural History Museums (THAJADAC)

akta.pro secondary industries

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

Keywords

• Natural history exhibits
• Planetarium shows
• Museum education programs
• Live animal encounters
• Field trip programs

Headquarters

HQ city

Gastonia

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, Others

Revenue model

1. General Admission Tickets: Adults $12, Youth/Seniors $10, Children 2 and under free. Tickets include museum exhibits, The Farm, and the Nature Trail. Revenue from walk-in visitors and online ticket sales.
2. Museum Memberships: Annual memberships sold at Individual ($60), Household ($135), Premium Patron ($350), Schiele Society ($600), and Guardian Gold ($2,500) levels. Includes free admission, planetarium tickets, discounts, and ASTC Passport benefits.
3. Field Trip and Group Visit Programs: Museum admission for groups (minimum 15) at $10/person, plus optional planetarium shows ($6/person) and educational programs ($5/person or $10 for animal dissection). Teachers and paid staff admitted free.
4. Special Event Tickets: Premium ticketed events including Music Under the Stars concerts ($35-$40), Bug Day ($6-$20), and Fire and Ice Science Show ($3 with admission). Higher pricing than standard admission.
5. Planetarium Shows: Daily planetarium shows at $6/person (children 2 and under free) in addition to museum admission or as standalone tickets for group visits.
6. Outreach Programs: Schiele To-Go brings programming to schools: large group presentations at $365, small group classes at $250 ($400 for animal dissection), and outreach displays at $250 for 2-hour sessions.
7. Venue Rentals: Private event rentals including weddings, corporate events, and birthday parties under the planetarium dome and in other museum spaces.
8. Donations and Fundraising: Donations through annual fund, animal ambassador support, and capital campaigns including the Paleo Project ($4.5 million goal for Hall of Dinosaurs exhibit).
9. Corporate Sponsorships: Sponsorships from organizations including Duke Energy (Free Tuesdays), Gaston County Farm Bureau (The Farm), Bank of America (Dinosaur Theater), Enbridge Gas North Carolina (Explorer's Outpost), and Dignity Memorial (Blue Star program).

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels9 records

Core offering

The Schiele Museum of Natural History is a nonprofit natural history museum operating indoor exhibit halls, a digital 360-degree planetarium, a working farm, a nature trail, and live animal collections. It sells general admission tickets, annual memberships, school field trips, outreach programming, venue rentals, and special events, while raising additional revenue through donations and corporate sponsorships.

Product overview

The Schiele Museum of Natural History is a natural history museum offering a unified visitor experience combining permanent and rotating exhibits, educational programs, and live animal encounters. The core portfolio includes the James H. Lynn Planetarium & Science Theater (a 360-degree digital dome venue), major habitat and wildlife halls (North American Habitats, North American Wildlife, North Carolina Natural History, American Indian), the Elizabeth Williams Robinson Hall of Dinosaurs (opening 2026), The Farm, Nature Trail, Explorer’s Outpost, Animal Ambassadors, and special exhibits like Dino Safari and Cats Untamed. Service offerings span school field trips, Schiele To-Go outreach programs, summer camps, volunteer/internship programs, event rentals, membership programs, planetarium shows, and annual special events (Bug Day, Music Under the Stars). The museum is a nonprofit organization in Gastonia, NC.

Differentiator

Problem solved

Functional benefit

Brands

• James H. Lynn Planetarium and Science Theater: Features a fully digital projection system with a domed, 360-degree screen for immersive shows and programs.
• Elizabeth Williams Robinson Hall of Dinosaurs
• Explorer's Outpost
• Catawba Indian Village
• The Farm
• Schiele To-Go Outreach Programs
• Summer at The Schiele
• Kid's Quest Afterschool Adventures

Products and services

• General Admission to Museum Exhibits Walk-in and online access to the museum's indoor exhibit halls and outdoor spaces (Adults $12, Youth/Seniors $10, Children 2 and under free). Includes access to The Farm and the Nature Trail.
• James H. Lynn Planetarium and Science Theater 360-degree digital dome planetarium and science theater hosting astronomy shows, laser shows, concerts, astronaut lectures, and private events such as weddings.
• Permanent Natural History Exhibit Halls Permanent indoor exhibit halls featuring dioramas of North American habitats and wildlife, North Carolina regional natural history, and Native American cultural artifacts.
• Elizabeth Williams Robinson Hall of Dinosaurs The largest dinosaur exhibit in the Carolinas (4,200 square feet) featuring real fossils, interactive learning experiences, and full-bodied cast specimens of T. rex, Triceratops, Stegosaurus, Apatosaurus, and others, opening in 2026.
• Dino Safari Exhibit Walk-through exhibit featuring full-bodied dinosaur models from the Mesozoic Era with actual dinosaur fossil specimens and casts, including a Bank of America-sponsored Dinosaur Theater showing DINOmite dinosaur documentary clips.
• Cats Untamed Exhibit Exhibition exploring the 38 species of modern cats, their 30-million-year evolutionary history, hunting skills, and global habitat survival.
• Explorer's Outpost Hands-on learning center sponsored by Enbridge Gas North Carolina where visitors examine habitats, plants, and animals through guided activities, independent investigations, and live animal interactions.
• The Farm Working farm exhibit sponsored by Gaston County Farm Bureau featuring live animals (chickens, goats, pigs, sheep, bunnies, bees, miniature Hereford steers), gardens, and agricultural equipment demonstrating farming history in the Piedmont region. Included with general admission.
• Nature Trail 0.7-mile outdoor trail featuring pine forest, mixed hardwood forest, and pond/stream communities with exhibits including Natural aMAZEment, Stone Age Heritage Site, Memorial Wildlife Gardens, Grist Mill, PlayScape, and Catawba Indian Village. Included with general admission.
• Animal Ambassadors Program Educational program featuring over 80 live animals housed at the museum and on The Farm that interact with visitors to promote understanding of species and habitats.
• School Field Trips Curriculum-aligned educational visits for school groups of 15+ students ($10/person) including museum exhibits, planetarium shows ($6/person), and educational programs ($5/person or $10 for animal dissection). Teachers and paid staff admitted free. Duke Energy scholarship program available for Gaston County Title 1 schools.
• Schiele To-Go Outreach Programs Mobile educational programming brought to schools and community organizations. Large group presentations $365, small group classes $250 (or $400 for animal dissection), and tabletop displays $250 for 2-hour sessions.
• Summer Camps

Quantifiable outcome

• Paleo Project at 92% of $4.5 million fundraising goal for 4,200 sq ft Hall of Dinosaurs with 14 full-bodied prehistoric skeleton casts
• +1 more outcomes

Named customers3 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

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Blue Star Museums (National Endowment for the Arts, Blue Star Families, Department of Defense)coreGTM or Marketing PartnerCollaboration among National Endowment for the Arts, Blue Star Families, and Department of Defense offering free museum admission for active military, veterans, and up to 5 family members from Armed Forces Day (May 16) through Labor Day (September 7). The museum actively promotes this program to military families.
• Dignity MemorialcoreGTM or Marketing PartnerPartnership with Dignity Memorial funeral homes allows The Schiele to expand the Blue Star Museums program to include veterans (not just active military). Dignity Memorial sponsors free admission for veterans and their families during the summer program period.
• Gaston County Farm BureaucoreGTM or Marketing PartnerGenerous sponsor of The Farm outdoor exhibit, showcasing agricultural equipment, gardens, and farm animals that demonstrate farming history and science in the Piedmont region.
• Bank of AmericaminorGTM or Marketing PartnerSponsor of the Dinosaur Theater within the Dino Safari exhibit, providing seating for visitors to enjoy DINOmite dinosaur documentary clips.
• Enbridge Gas North CarolinacoreGTM or Marketing PartnerGenerous sponsor of the Explorer's Outpost hands-on learning center where nature comes alive through guided activities, independent investigations, and live animal interactions.
• ASTC Travel Passport ProgramcoreStrategic or Co-development PartnerAssociation of Science and Technology Centers reciprocal membership program providing Schiele members free or discounted admission to 350+ museums worldwide. Local reciprocal benefits at nearby NC/SC museums including Airlie Gardens, Cape Fear Museum, and more.
• CharterUP, GOGO Charters, National Charter Bus, Bus.comminorChannel Partner/ Reseller/ DistributorRecommended transportation providers for group visits to the museum, offering Charlotte charter buses and private shuttle rentals for North Carolina and beyond.
• Appalachian State University, McWane Science Center, University of New OrleansminorStrategic or Co-development PartnerEducational institutions collaborating on the Paleo Project to share the latest research and discoveries in paleontology as part of the upcoming Hall of Dinosaurs exhibit.
• TriBod PaleontologyminorImplementation/ SI/ Consulting PartnerColorado-based company preparing fossils for display in the Hall of Dinosaurs, including cleaning and preparing specimens for exhibition.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Morehead Planetarium and Science Center: UNC-Chapel Hill planetarium and science center featuring a dome theater, public astronomy shows, and K-12 programming; a direct peer on the planetarium/sci-theater axis that competes for the same school group and family audiences.
• Discovery Place: Charlotte-based science and nature museum with a digital planetarium and hands-on exhibits; the closest geographic peer to The Schiele with overlapping visitor catchment in the Charlotte metro and similar K-12 field trip, membership, and outreach programming.
• Greensboro Science Center: Combined science museum, aquarium, and zoo in Greensboro, NC; comparable mid-sized institution offering live animal collections, planetarium programming, and K-12 educational outreach in the same North Carolina market.
• Museum of Life and Science: Durham, NC interactive science center with live animal exhibits, nature trails, and curriculum-aligned programming; a directly comparable mid-sized peer serving the same North Carolina K-12 and family segments.
• Tellus Science Museum: Cartersville, GA science museum featuring a digital planetarium, paleontology/gem galleries, and live animal exhibits; a strong comparable on programming mix and exhibit scale for a mid-sized regional science/natural history museum.
• McWane Science Center: Birmingham, AL hands-on science center with aquarium, dinosaur exhibits, and K-12 programming; a directly comparable mid-sized peer partnering with Schiele on the Paleo Project and serving a similar family and school audience.
• Cape Fear Museum: Wilmington, NC history and science museum and ASTC Passport partner; comparable in size and mission, with overlapping reciprocal membership benefits and similar school group and family programming mix.

Broad incumbents

• North Carolina Museum of Natural Sciences: The largest natural history museum in North Carolina (Raleigh); a state-level incumbent with overlapping scientific collections, planetarium-adjacent programming, and K-12 field trip offerings that anchors the same statewide visitor pool.

Regional players

• South Carolina State Museum: Columbia, SC state museum combining natural history, science, and cultural exhibits with a digital planetarium and live animal programming; serves an adjacent regional catchment that overlaps Schiele's cross-border SC/NC draw.

Emerging players

• Children's Museum & Science Center (Winston-Salem): Winston-Salem, NC children-focused science center and ASTC Passport partner; partial overlap with Schiele on early-childhood STEM programming and family memberships across the broader NC Piedmont region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCDyZH6sqqR5Hk2TNrOZ2auA
• Facebookfacebook.com/102731952884
• LinkedInlinkedin.com/company/schielemuseum
• Instagraminstagram.com/schielemuseum

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 The Schiele Museum of Natural History