McAuliffe-Shepard Discovery Center

What McAuliffe-Shepard Discovery Center does

The McAuliffe-Shepard Discovery Center is a nonprofit 501(c)(3) air and space science museum operating from a 45,000-square-foot facility at 2 Institute Drive in Concord, New Hampshire, adjacent to the NHTI campus. The organization originated in 1990 as the Christa McAuliffe Planetarium and was re-established in its current form in 2009 to honor NH space pioneers Christa McAuliffe and Alan Shepard. Its core offering centers on a full-dome digital planetarium equipped with one of only three 10K projection systems in North America, supported by 20,000 square feet of interactive indoor exhibits, an outdoor Science Playground, an observatory with Sun Scope solar viewing, and artifacts including a vintage 1956 Crusader jet and a 92-foot Mercury-Redstone rocket replica. Educational programming spans STEM summer camps, homeschool classes, school field trips, scout badge programs, outreach programs including a portable Traveling Planetarium, and monthly Super Stellar Fridays in partnership with the NH Astronomical Society.

The center serves approximately 50,000 visitors annually, including K-12 student groups, families with children, individual science enthusiasts, scout troops, homeschool families, and corporate clients. Revenue is generated through a diversified mix of channels: general admission and planetarium ticket sales (processed via Blackbaud), annual memberships across six tiers from $35 (Student) to $300 (Gold) with ASTC reciprocal benefits across 300+ science centers, fee-based outreach programs, facility rentals ($115-$375/hour), STEM summer camps ($288-$360/child), birthday party packages ($300 flat), and philanthropic support through individual donations, corporate memberships ($250-$25,000+), the annual Drive for the Sky Golf Tournament, and the NH Gives campaign. Distribution is regional across Northern New England, with extensions through a Library Pass Program serving NH and surrounding states and ASTC reciprocal membership.

The leadership team includes Executive Director Melissa Edwards and Acting Executive Director Tom McGee, supported by directors and coordinators across visitor services, education, and operations. The center is governed by an independent Board of Directors drawn from the New Hampshire business, science, and policy community. Strategic posture in 2025-2026 has emphasized expanding programming breadth (the new "Christa, Touching the Future" exhibit funded by SSIA Technologies, a ZEISS-supported planetarium show, NH PBS documentary partnership) and institutionalizing a tiered corporate membership program that ranges from nonprofit-level ($250) to Platinum ($25,000+).

Name

McAuliffe-Shepard Discovery Center

Legal name

McAuliffe-Shepard Discovery Center Corporation

Website

https://starhop.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The McAuliffe-Shepard Discovery Center is a nonprofit air and space science museum in Concord, NH, serving ~50,000 annual visitors through a 10K-projection planetarium (one of three in North America), 20,000 sq ft of interactive exhibits, STEM camps, school and scout programs, facility rentals, and membership tiers.

Ownership category

akta.pro rank

Product category

Science Museum

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712), Museums (71211)

akta.pro primary industry

Science & Technology Museums (THAJADAD)

akta.pro secondary industries

Space & Astronomy Programs (EDAMABAE), Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History) (EDAFAJAG), Earth Science & Geoscience Programs (EDAMABAI), Conference Centers & Dedicated Meeting Venues (THAHAAAB)

Keywords

• Science museum
• Planetarium shows
• STEM education
• Youth programs
• Facility rentals

Headquarters

HQ city

Concord, NH

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. General Admission & Planetarium Tickets: Visitors purchase general admission tickets and add-on planetarium show tickets through the Blackbaud ticketing platform. Planetarium tickets are priced as an add-on to general admission.
2. STEM Summer Camps: Week-long themed STEM camps for various age groups (ages 5-14) with pricing ranging from $288-$360 per child, with sibling and member discounts available.
3. Facility Rentals: The Discovery Center rents out various spaces including full facility (up to 600 people), function rooms (up to 100 people), birthday party packages, planetarium theater rentals, and board rooms. Pricing ranges from $115/hour for function rooms to $375/hour for full facility rentals.
4. Memberships: Annual memberships at multiple tiers: Gold ($300), Family & Friends ($240), Family ($120), 2-Person ($90), Individual ($60), and Student ($35). Members receive free admission, discounts on programs, and reciprocal benefits with other science centers.
5. Donations & Fundraising: The nonprofit relies on individual and business donations through annual fund appeals, planned giving, donor-advised funds, NH Gives campaign, and the annual Drive for the Sky Golf Tournament.
6. Outreach Programs: Fee-based educational programs delivered off-site including ISS: Living & Working In Space ($200 plus mileage), Telescopes To Go, The Comet Show, Mini Paper Rockets, and Traveling Planetarium ($300 plus mileage for first show).

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

The McAuliffe-Shepard Discovery Center is a 45,000-square-foot air and space science museum featuring a full-dome digital planetarium with one of only three 10K projection systems in North America. The Center delivers on-site and outreach STEM educational programs, interactive exhibits, summer camps, planetarium shows, facility rentals, and memberships to families, students, schools, and corporate members.

Product overview

The McAuliffe-Shepard Discovery Center is a 45,000-square-foot air and space science museum offering a unified visitor experience centered on its full-dome digital planetarium with 10K projection. The core product portfolio includes indoor/outdoor interactive exhibits (20,000 sq ft of hands-on science and engineering), the Jeanne Gerulskis Science Playground, and diverse educational programs. Programs include STEM Summer Camps (week-long themed sessions), the Homeschool Program (bimonthly classes), Outreach Programs (portable planetarium and hands-on workshops), School Visits, Scout Visits, Super Stellar Fridays monthly events, and the Alex Higgins Memorial Space Camp Scholarship. Supporting services include Facility Rentals for events, Memberships at multiple tiers, and the Library Pass Program. The planetarium offers regular shows including 'From Earth To The Universe,' 'Mars: The Ultimate Voyage,' 'Tonight's Sky,' '3-2-1 Liftoff!,' and 'Seeing! A Photon's Journey Across Space, Time and Mind.'

Differentiator

Problem solved

Functional benefit

Products and services

• Planetarium with 10K Projection System
• Interactive Science Exhibits 20,000 square feet of indoor interactive science and engineering exhibits covering space exploration, aviation, and earth and space science with hands-on simulators.
• Jeanne Gerulskis Science Playground Outdoor science-themed playground featuring rocket structures, outdoor music equipment, and play areas for children, open seasonally.
• Observatory On-site observatory for daytime solar viewing using Sun Scope equipment and nighttime viewing of constellations, moon, and planets.
• STEM Summer Camps Week-long themed STEM summer camp programs (Create Code Conquer, Star Hunters, Earth Explorers, etc.) for ages 5-14 with hands-on science activities.
• Homeschool Program Bimonthly homeschool classes meeting on first and third Mondays with hands-on, open-ended science explorations and optional planetarium show add-ons.
• Outreach Programs Off-site educational programs including Traveling Planetarium, ISS: Living & Working In Space, Telescopes To Go, The Comet Show, and Mini Paper Rockets for schools, libraries, and community events.
• School Field Trip Visits Field trip programs for school groups featuring hands-on STEM activities, interactive exhibits, and planetarium shows aligned with educational curricula.
• Scout Visits Badge-earning programs for Girl Scouts, Boy Scouts, and Cub Scouts including group visits and Night at the Museum events with STEM activities and planetarium shows.
• Super Stellar Fridays Monthly evening events on the first Friday featuring live presentations, planetarium shows, and sky viewing with the NH Astronomical Society.
• Alex Higgins Memorial Space Camp Scholarship Scholarship program funding NH students ages 9-17 to attend U.S. Space Camp in Huntsville, AL, honoring Alex Higgins of Bedford, NH.
• Facility Rentals Event venue rental options including full facility (up to 600 people), function room, birthday party packages, planetarium theater, and board room rentals for corporate and private events.
• Memberships Annual membership tiers (Gold $300, Family & Friends $240, Family $120, 2-Person $90, Individual $60, Student $35) offering free admission, planetarium shows, program discounts, and reciprocal benefits with over 300 ASTC science centers.
• Library Pass Program Program allowing local and regional libraries to purchase year-long passes providing free general admission for up to 4 people per pass to the Discovery Center.

Quantifiable outcome

• Serves approximately 50,000 visitors annually
• +2 more outcomes

Named customers5 records

Segments5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

37 partnerships are on record, tiered minor and core.

• Associated Grocers of New EnglandminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits including logo on website and annual report.
• BIA of New HampshireminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits including logo on website and annual report.
• Coastal Forest ProductsminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Eckert SeamansminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Educating for GoodminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Elbit Systems of AmericaminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Freedom Energy LogisticsminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• J Grimbilas Strategic Solutions, LLCminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Northeast Delta DentalcoreGTM or Marketing Partner · 1 January 2026Corporate member and event sponsor of the CHALLENGER: Soaring with Christa McAuliffe event, receiving recognition benefits including logo placement.
• Patriot HydrominorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Physical Sciences Inc.minorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• RdFminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• SSIA TechnologiescoreGTM or Marketing Partner · 1 January 2026Corporate member and sponsor of the Christa McAuliffe exhibit. Presented the new 'Christa, Touching the Future: Then, Now, Forever' exhibit.
• Suprock TechnologiesminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• TFMoran, Inc.minorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• TTG Properties, LLCminorGTM or Marketing Partner · 1 January 2026Corporate member of the McAuliffe-Shepard Discovery Center, receiving recognition benefits.
• Davis & Towle Insurance GroupcoreGTM or Marketing Partner · 1 January 2026Title sponsor of the 3rd Annual Drive for the Sky Golf Tournament, the Discovery Center's major annual fundraising event. Includes logo recognition and event naming rights.
• Canterbury Woods Country ClubminorOthers · 1 January 2026Host venue for the annual Drive for the Sky Golf Tournament, providing their Ross Forbes-designed 18-hole golf course.
• ChubbminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• Eastern Alliance Insurance GroupminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• MMG InsuranceminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• Patrons OxfordminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• AcadiaminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• LMI AerospaceminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• CI EngineeringminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• Main StreetminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• Central Insurance CompaniesminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• AIM MutualminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• PHLYminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• Hanover Insurance GroupminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• PRA GroupminorGTM or Marketing Partner · 1 January 2026Golf tournament sponsor for the 2026 Drive for the Sky Golf Tournament.
• NH Center for NonprofitscoreStrategic or Co-development Partner · 1 January 2026NH Gives is an initiative of the NH Center for Nonprofits, New Hampshire's statewide celebration of giving that has helped nonprofits raise millions over ten years. The Discovery Center participates annually in this 24-hour giving event.
• 603 BrixminorStrategic or Co-development Partner · 1 January 2026Partnership to collect LEGO donations at the Discovery Center. 603 Brix picks up donations and distributes them to children in need across New England, promoting hands-on creative play and problem-solving skills.
• Portsmouth Symphony OrchestracoreStrategic or Co-development Partner · 1 January 2026Performed 'Space Heroes' event in the planetarium theater featuring iconic themes from science fiction and space exploration films, with Principal Winds Quintet performing live.
• NH PBScoreStrategic or Co-development Partner · 1 January 2026Produced documentary 'Christa' about the statue commemorating Christa McAuliffe, which is shown in the planetarium theater as part of special commemorative events.
• ZEISScoreStrategic or Co-development Partner · 1 January 2025Funded and supported the production of the planetarium show 'Seeing! A Photon's Journey Across Space, Time and Mind', a full-dome planetarium show exploring astrophysics to the biology of the eye and brain.
• 4-HminorStrategic or Co-development Partner · 1 January 2025Partner for Science Bonanza event, with 4-H educators leading workshops and activities alongside Discovery Center staff.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Discovery Museum: Hands-on science museum and planetarium in Bridgeport, CT, serving families and school groups with exhibits and STEM programs. Closely comparable in size, planetarium, and New England school-group audience.
• Cosmosphere: Space science museum and education center in Hutchinson, KS, featuring a digital planetarium, space artifacts, and STEM camps. Closely comparable in space-focused mission, planetarium, and educational programming.
• Carnegie Science Center: Pittsburgh-based science center with a planetarium (Buhl), hands-on exhibits, summer camps, and outreach. Comparable in product mix (planetarium, interactive exhibits, camps, school programs, memberships).
• Intrepid Sea, Air & Space Museum: Air and space museum with planetarium/IMAX offerings, school group programming, and event rentals. Directly comparable in product mix (aviation/space focus, planetarium, school visits, private events).
• New England Air Museum: Aviation-focused museum in Windsor Locks, CT, with vintage aircraft and STEM education programs. Comparable in New England regional reach, aviation theme, and school-group audience.
• Franklin Institute: Philadelphia-based science museum with the Fels Planetarium, hands-on exhibits, school programs, and event rentals. Closely comparable in operating model (museum + planetarium + programs + facility rentals).
• Challenger Center: National nonprofit operating Challenger Learning Centers that deliver space-themed STEM education, directly tied to the Christa McAuliffe/Challenger legacy that defines McAuliffe-Shepard's mission. Highly comparable in mission and audience.

Broad incumbents

• Museum of Science, Boston: Large New England science museum with a planetarium (Hayden), IMAX, and broad STEM programming. Comparable regional anchor for science education and a likely substitute destination for New England families and school groups.
• Smithsonian National Air and Space Museum: The dominant U.S. air and space museum with planetarium (Albert Einstein Planetarium) and free admission. Operates as a gravitational incumbent that defines the category; comparable in subject matter though not in scale or pricing.

Regional players

• ECHO, Leahy Center for Lake Champlain: Science and nature center in Burlington, VT, with hands-on exhibits, school programs, and event rentals. Comparable as a regional New England science museum but differentiated by a lake/ecology focus rather than air/space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mcauliffe-shepard-discovery-center

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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