La Brea Tar Pits & Museum

What La Brea Tar Pits & Museum does

La Brea Tar Pits & Museum is a paleontology museum and active scientific excavation site in Los Angeles, California, operated by the Natural History Museums of Los Angeles County (NHMLAC), a 501(c)(3) nonprofit. The institution oversees one of the world's most important Ice Age fossil sites, with over 100 years of continuous excavation producing more than 3.5 million specimens spanning approximately 50,000 years of the Pleistocene epoch, including the world's largest collection of Smilodon (saber-toothed cat) and dire wolf fossils. The museum simultaneously operates as a public attraction (Insider Tours, Fossil Lab observation, Titans of the Ice Age 3D film, Ice Age Encounters live shows, exhibitions such as Mammoths and Mastodons), a research hub (on-site CT scanning partnership with Cedars-Sinai, ongoing NSF-funded climate change research, the new Samuel Oschin Global Center for Ice Age Research), and an education platform (three Mobile Museums serving 200,000+ K-12 students annually across LA County, educator workshops, virtual school programs, and the iNaturalist-based SuperProject community science program).\n\nThe museum's underlying technology stack combines active paleontological excavation and fossil preparation (using n-propyl bromide solvent, Paraloid B-72 adhesive, microscopy for microfossils), 3D imaging and CT scanning technology, augmented reality experiences (Tar AR), and digital community science infrastructure integrated with iNaturalist. Strategic partnerships with Cedars-Sinai (medical CT scanning), Jim Henson's Creature Shop (animatronic Saber-toothed cat puppetry), Scripps Institution of Oceanography (underwater archaeology), NOAA, NSF, IMLS, and various foundations provide both research capabilities and funding diversification. The museum is currently temporarily closed for renovation as part of the Reimagine La Brea Tar Pits transformation, which includes the new Samuel Oschin Global Center for Ice Age Research.\n\nRevenue is generated through a hybrid nonprofit model: admissions and ticket sales (including the $8 per-person 3D theater), annual membership subscriptions (cross-credited with NHM), individual and corporate donations, foundation grants, and government funding (NSF, NOAA, IMLS). The President's Roundtable high-level giving program operates at $15,000, $25,000, and $50,000 annual tiers. The museum serves four primary customer segments: K-12 students and educators (primary), individual visitors and families, community science participants, and major donors/foundation partners. Geographic scope is concentrated in Los Angeles County with national/international draw from research and tourism.

Name

La Brea Tar Pits & Museum

Legal name

La Brea Tar Pits & Museum

Website

https://tarpits.org

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

La Brea Tar Pits & Museum is a Los Angeles paleontology museum and active Ice Age fossil excavation site run by NHMLAC, stewarding 3.5 million+ specimens over 50,000 years. It serves K-12 students through Mobile Museums, general visitors via exhibitions and tours, and scientific researchers through on-site fossil preparation and imaging partnerships.

Ownership category

akta.pro rank

Product category

Natural History Museum and Paleontological Research Institution

NAICS

Museums (712110), Historical Sites (71212), Museums, Historical Sites, and Similar Institutions (712)

akta.pro primary industry

Archaeological Sites & Heritage Interpretation Centers (THAJADAG)

akta.pro secondary industries

Natural History Museums (THAJADAC), Historic Sites, Heritage Landmarks & Archaeological Sites (THAJACAC), Cultural Heritage & Historic District Tours (THAJAAAB)

Keywords

• Paleontology research
• Fossil excavation services
• Museum educational programs
• Ice age fossils
• Citizen science initiatives

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Museum Admission Tickets: Visitors purchase tickets to access the museum exhibitions, outdoor Tar Pits and Hancock Park, the Fossil Lab, excavation sites, and special experiences. The museum was temporarily closed for renovation during the data period, with outdoor areas of Hancock Park remaining open.
2. Museum Membership: Annual membership subscriptions offering free admission, member-only events, discounts at the museum store, and other perks. Members receive free admission to both NHM and Tar Pits locations.
3. Donations and Philanthropic Giving: Individual donations, corporate giving, foundation grants, and planned giving programs support museum operations, research, educational programming, and the temporary closure period. Includes President's Roundtable ($15,000-$50,000 donation tiers) and other named giving programs.
4. President's Roundtable High-Level Donations: A group of NHMLAC's most engaged donors contributing $15,000, $25,000, or $50,000 annually, with benefits including workshops with researchers, annual dinners, lunch with the President, and project recognition.
5. 3D Theater Ticket Sales: The Titans of the Ice Age 3D film is sold at $8 per person, separately from museum admission.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

La Brea Tar Pits & Museum operates an active paleontological excavation site and visitor museum showcasing one of the world's most significant Ice Age fossil records (approximately 50,000 years of Pleistocene specimens, including over 3.5 million fossils). The museum offers in-person visitor experiences including the Fossil Lab observation area, excavation viewing at Pit 91 and Project 23 sites, the La Brea Tar Pits Insider Tour, the Titans of the Ice Age 3D Theater film, and the Ice Age Encounters live show with a Smilodon puppet. Educational outreach is delivered through Mobile Museums (three tractor-trailer units serving K-12 schools), Field Trips, Virtual School Programs, and Educator Workshops.

Product overview

La Brea Tar Pits & Museum is a paleontology museum and active research site offering a unified visitor experience centered on Ice Age fossils and science. The museum provides in-person experiences including guided tours (Insider Tour), live entertainment (Ice Age Encounters with animatronic puppets), educational programs (Mobile Museums, Field Trips, Virtual School Programs, Educator Workshops), and hands-on attractions (Fossil Lab observation, active excavation sites). Digital offerings include the Titans of the Ice Age 3D film and Tar AR augmented reality features. The institution also supports community science through iNaturalist and publishes educational resources including the Wild L.A. nature guide book.

Differentiator

Problem solved

Functional benefit

Products and services

• La Brea Tar Pits Insider Tour A premium behind-the-scenes tour offering exclusive access to the active excavation sites and backstage areas of the Tar Pits, including views of the bubbling asphalt pits. Designed for visitors seeking a more in-depth experience.
• Mobile Museums Three customized tractor-trailer Mobile Museums that simulate scientific research environments and bring NHMLAC museum experiences to schools and community events, particularly serving K-12 students with hands-on learning activities about Ice Age science. The Ice Age Discoveries Mobile Museum targets K-2 audiences specifically.
• Fossil Lab An active paleontological laboratory inside the museum where visitors can watch volunteers and scientists clean, conserve, and prepare fossils discovered in the Tar Pits, including specimens from Project 23. Features solvent-based asphalt removal, microfossil sorting under microscopes, and adhesive repair work.
• Titans of the Ice Age 3D Film A 3D documentary film narrated by Christopher Plummer, taking viewers through the Ice Age to see mammoths, saber-toothed cats, dire wolves, and giant sloths that lived 10,000 to 50,000 years ago. Sold at $8 per person, free with museum admission.
• Ice Age Encounters Live Show A live stage show featuring an animatronic saber-toothed cat puppet named Callie that prowls, stalks, and interacts with audiences, bringing Ice Age predators to life. The puppet was created in collaboration with Jim Henson's Creature Shop.
• Excavation Experiences Opportunities for visitors to observe and participate in active fossil excavations at Pit 91 and other excavation sites within Hancock Park, with staff paleontologists on hand. The Observation Pit has been open since 1952 for public viewing of excavation work.
• Virtual School Programs Online educational programming designed for K-12 students, bringing Ice Age science and museum content into classrooms through interactive virtual experiences.
• Field Trips Guided educational visits for school groups that include hands-on fossil sorting activities, museum exploration, and learning about Ice Age ecosystems.
• Educator Workshops Professional development opportunities for teachers to learn about Ice Age science, fossil education techniques, and how to incorporate museum resources into their curriculum.
• Tar AR (Augmented Reality) Augmented reality features accessible via QR codes that allow visitors to view 3D low-poly models of mammoths and mastodons overlaid in the real world through their phone cameras.
• Mammoths and Mastodons Exhibition A museum exhibition exploring the evolution, adaptation, and survival of mammoth and mastodon species, featuring real fossils, life-sized replicas, and interactive experiences including views of Zed, the most complete Columbian mammoth recovered from Project 23.
• Wild L.A. Nature Guide Book A nature guide book co-authored by NHM experts (Lila Higgins, Gregory B. Pauly, Jason G. Goldman, Charles Hood) covering over 100 species of LA plants and animals with 25 field trip guides for Southern California. Published by Timber Press in March 2019.

Quantifiable outcome

• Served 735,000+ students through Mobile Museums over the life of the program
• +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

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Dr. Robert Klapper (Orthopaedic Surgeon and Sculptor)coreStrategic or Co-development Partner · 1 January 2021Co-author on the Scientific Reports study (published in Nature/Scientific Reports) investigating Smilodon hip pathology using CT scanning. Dr. Klapper, an orthopaedic surgeon, contributed medical expertise to the paleontological analysis of fossil bone deformities, demonstrating cross-disciplinary collaboration between human medicine and paleontology.
• Cedars-SinaicoreStrategic or Co-development Partner · 1 January 2017Medical partnership with Cedars-Sinai hospital enabling the use of hospital-grade computed tomography (CT) scanning technology to study fossil specimens. Orthopaedic surgeons at Cedars-Sinai collaborated with La Brea Tar Pits researchers on studies including the 2021 Scientific Reports publication on Smilodon hip dysplasia. The S. Mark Taper Foundation Imaging Center at Cedars Sinai Medical Group generated CT scans of pathological fossils.
• Jim Henson's Creature ShopcoreStrategic or Co-development PartnerWorld-class puppetry studio collaborated with NHMLAC staff to create Callie, the lifelike adult Smilodon puppet used in the Ice Age Encounters live show at La Brea Tar Pits. The Creature Shop's credits span from the Muppets to Where the Wild Things Are, ensuring paleontologically-informed and dramatically compelling puppetry for museum audiences.
• Scripps Institution of OceanographycoreStrategic or Co-development PartnerAcademic research partner in Channel Islands underwater archaeology. Dr. Jillian Maloney (Associate Professor of Marine Geology at UC San Diego, affiliated with Scripps) and Roslynn King (PhD Candidate at Scripps) participated in research cruises. Scientists from Scripps co-developed the CUESI electromagnetic imaging instrument used for underwater mapping.
• Santa Ynez Band of Chumash IndianscoreStrategic or Co-development PartnerTribal partner in Channel Islands research, with Andrew Mendoza serving as project intern and tribal representative on research cruises. NHMLAC works with Chumash tribal communities in all projects as partners, incorporating both archaeological expertise and tribal knowledge systems to understand ancient island habitation.
• Timber PressminorChannel Partner/ Reseller/ DistributorPublisher of Wild L.A.: Explore the Amazing Nature in and Around Los Angeles, co-authored by NHMLAC staff (Lila Higgins, Gregory B. Pauly, Jason G. Goldman, and Charles Hood). Timber Press handles book publishing, distribution, and sales through Amazon and other retailers, extending NHMLAC's educational content reach beyond museum visitors.
• iNaturalistcoreTechnology or IntegrationCommunity science technology platform used by NHMLAC's SuperProject participants to record and submit wildlife observations. iNaturalist automatically records date, time, and GPS location of each submission, enabling community-collected data to be used directly in professional scientific research at the museum.
• Urban Nature Research Center (UNRC)coreStrategic or Co-development PartnerInternal research center at NHM established by museum scientists to study urban biodiversity. UNRC scientists designed the SuperProject community science program, recruited participants, and train community scientists to survey nature in their neighborhoods using smartphones and the iNaturalist app. UNRC researchers use community-collected data for professional scientific publications.

Scale indicators8 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Natural History Museum of Los Angeles County: The sister institution under the same parent organization (NHMLAC), also located in Los Angeles. It operates the largest natural history museum in the western United States and shares collections, education programs, and donor networks with La Brea Tar Pits.
• Smithsonian National Museum of Natural History: The preeminent U.S. natural history museum, with comparable paleontological research, extensive specimen collections, public exhibition programming, and educational outreach. Both institutions operate active research labs and curate millions of specimens for public and scientific use.
• Houston Museum of Natural Science: One of the most-visited natural history museums in the U.S., with active paleontology research, large fossil collections, and extensive educational programming. Comparable in operating multi-disciplinary curatorial departments and major donor support.
• Royal Tyrrell Museum of Palaeontology: Canada's premier paleontology museum and active research facility in Alberta. Highly comparable in its specialized focus on paleontological research, fossil preparation laboratories, and Badlands-style excavation programs.
• Field Museum: A major natural history museum in Chicago with world-class paleontological collections (including SUE the T. rex) and active research programs. Highly comparable in combining active scientific research with large-scale visitor-facing paleontology exhibitions.
• California Academy of Sciences: San Francisco-based natural history museum and research institution combining aquarium, planetarium, and natural history exhibits with active scientific research. Comparable in operating as a hybrid research/visitor institution with K-12 educational programming in California.
• Carnegie Museum of Natural History: Pittsburgh-based natural history museum with major paleontological collections (including famous dinosaur mounts) and active research programs. Comparable in combining scientific research with public-facing paleontology exhibitions and K-12 educational outreach.
• Perot Museum of Nature and Science: Dallas-based natural history museum combining active research with STEM-focused educational programming and K-12 outreach. Operates with similar scale of staff, programs, and donor infrastructure to La Brea Tar Pits.
• American Museum of Natural History: One of the largest natural history museums globally with extensive fossil collections, active paleontological research divisions, and major donor/foundation support. Operates vertebrate paleontology, anthropology, and earth science departments with similar structure to La Brea Tar Pits' 15 curatorial disciplines.
• Denver Museum of Nature & Science: A regional natural history museum in the western U.S. with comparable paleontology, earth sciences, and space programs. Operates significant educational outreach and IMAX theater programming, similar to La Brea Tar Pits' 3D Theater offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/labreatarpits
• YouTubeyoutube.com/user/TheLaBreaTarpits
• Facebookfacebook.com/tarpits
• Instagraminstagram.com/THELABREATARPITS
• LinkedInlinkedin.com/company/la-brea-tar-pits-&-museum

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about La Brea Tar Pits & Museum