What The Wild Center does

The Wild Center is a 501(c)(3) non-profit natural history museum and nature center located on a 115-acre campus at 45 Museum Drive, Tupper Lake, New York, within the Adirondack Park. Founded in 1999 (originally as the Natural History Museum of the Adirondacks) and opened to the public on July 4, 2006, the Center operates 54,000 square feet of indoor exhibit halls and an extensive outdoor trail system. It serves families, school groups (K-12 and higher education), youth climate leaders, regional tourists, corporate event planners, and business partners through a destination attraction model anchored in nature-based recreation and environmental science education. The Center's mission is to ignite an enduring passion for nature that inspires action to ensure a thriving natural world.

The core product portfolio combines indoor and outdoor experiences: indoor exhibits include Planet Adirondack (the first NOAA Science on a Sphere installation in New York State), Climate Solutions (a 3,000-square-foot climate action exhibit, 2022), Birdly VR (a third-party flight simulation from SOMNIACS AG using Oculus Rift), the Flammer Theater, and live animal ambassador encounters. Outdoor attractions include Wild Walk (a treetop boardwalk, 2015), the Raquette River Roll & Fen Trail (2024), Patrick Dougherty's Stickwork sculpture Hopscotch (2021), Pines Play Area, and the 2026 temporary outdoor exhibition TROLLS: Save the Humans, which features six giant reclaimed-wood sculptures by Danish artist Thomas Dambo. The Wild Supply Co. retail store and Waterside Café provide on-site amenities. The Center is supported by a digital distribution layer including live cams, Lunchtime Live, virtual field trips, the Bloomberg Connects app, and Junior Naturalist/Nature Lab online content.

Revenue is diversified across six streams: daily admission tickets ($15-28 per person), an annual membership program with eight tiers ranging from $40 (Trailblazer/Senior/Student Individual) to $1,000 (Mountain Guide), charitable donations including the Linda Vaughan Society planned giving program and Forest Business Partnership ($0-$5,000 tiers), venue rentals for weddings and corporate events, retail and café operations, and group programming (school groups at $5/student, group rates starting at $12/person for 10+). The Center has raised $28.3 million from 5,237 donors in its initial capital campaign and an additional $20 million in the Wild Center 2.0 campaign for Wild Walk and land acquisition, with 115 acres now under stewardship (31 acres original + 50 acres in 2013 + 34 acres in 2017). Cumulative visitation reached 1 million by July 2017, with marquee events drawing 5,000+ (2024 solar eclipse) and 13,000+ (Wild Lights 2020).

Name

The Wild Center

Legal name

The Wild Center

Website

https://wildcenter.org

Company type

Private

Founded year

1999

Operating status

Operating

Short description

The Wild Center is a 501(c)(3) non-profit natural history museum on a 115-acre Adirondack campus in Tupper Lake, NY, serving families, school groups, and tourists through indoor exhibits, outdoor treetop walks, VR experiences, and youth climate education programs.

Ownership category

akta.pro rank

Product category

Natural History Museum and Nature Education Center

NAICS

Nature Parks and Other Similar Institutions (712190), Museums, Historical Sites, and Similar Institutions (712), Zoos and Botanical Gardens (71213)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Wildlife Sanctuaries, Conservation Parks & Reserves (Visitor Operations) (THAAAAAG)

akta.pro secondary industries

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Birding & Wildlife Observation Lodges (THAGAIAK)

Keywords

• Natural history museum
• Nature education center
• Outdoor treetop walk
• Climate science exhibits
• School field trips

Headquarters

HQ city

Tupper Lake

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, Technology or R&D, Infrastructure

Revenue model

1. Admission Tickets: Revenue from daily admission tickets purchased by visitors. General admission ranges from $15-28 per person depending on age category. Tickets can be purchased online or at the door, with online purchase including a processing fee.
2. Membership Program: Recurring membership revenue with multiple tiers from $40 individual senior/student to $1,000 Mountain Guide level. Members receive free admission, discounts at store and café, and exclusive access to events like Troll Stroll Member Mornings.
3. Donations and Annual Fund: Charitable contributions from individuals supporting the center's mission. Includes general donations, the Linda Vaughan Society planned giving program, and business partnerships through The Forest program.
4. Venue Rentals and Events: Revenue from hosting weddings, corporate events, meetings, and conferences at unique indoor and outdoor spaces including Big Wolf Great Hall, Flammer Theater, Wild Walk, and Forest Music.
5. Retail Operations: The Wild Supply Co. museum store sells merchandise including maple products, TROLLS merchandise made from recycled materials, and Wild Center branded items. Waterside Café provides food service with local and sustainable offerings.
6. Group Programming: Revenue from school group workshops, private animal encounters, and add-on experiences for visiting groups of 10+ people.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

The Wild Center is a non-profit natural history museum and nature center that operates a 115-acre campus in the Adirondack Park featuring indoor exhibits (54,000 sq ft) and outdoor trails. Its core offering combines immersive nature-based attractions (Wild Walk treetop boardwalk, Planet Adirondack NOAA sphere, Birdly VR, Climate Solutions exhibit, TROLLS: Save the Humans sculptures, live animal ambassadors) with educational programs (Youth Climate Program, School Programs, virtual field trips), annual memberships, retail (The Wild Supply Co.), and event venue rentals for individuals, families, schools, and corporate groups.

Product overview

The Wild Center is a natural history museum and nature center located in the Adirondacks, offering a diverse portfolio of attractions and programs. The core experience includes physical attractions like the Wild Walk treetop walkway, Climate Solutions exhibit, Birdly VR flight simulator, Planet Adirondack planetarium, and Raquette River Roll interactive trail. The center also features seasonal events (Wild Lights), temporary exhibitions (TROLLS: Save the Humans), and live animal presentations. Educational programming includes Youth Climate Program, School Programs, and Virtual Field Trips. Digital content offerings include Junior Naturalist, Nature Lab, Lunchtime Live, and Live Cams. The center provides retail (The Wild Supply Co.), dining (Waterside Café), and membership options. Content is accessible through the Bloomberg Connects App integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Wild Walk Elevated outdoor treetop walkway allowing visitors to walk among the Adirondack forest canopy, featuring swaying bridges, a four-story twig tree house, spider's web structure, and eagle's nest. Included with general admission for visitors of all ages.
• Climate Solutions Exhibition Interactive indoor exhibit exploring climate change causes, local impacts, and actionable steps visitors can take. Earned Excellence in Design award from the Museum Association of New York.
• Birdly VR Flight Simulation Virtual reality flight simulation using Oculus Rift 3D goggles and SOMNIACS AG platform, allowing visitors to experience flying like a bird through natural settings. Priced at $5 for members / $6 for non-members; minimum height 55 inches, maximum weight 350 lbs.
• Planet Adirondack Interactive Earth display using NOAA Science on a Sphere technology, allowing visitors to explore real-time data and visualizations of Earth's systems. First NOAA Science on a Sphere installed in New York State.
• Raquette River Roll & Fen Trail Outdoor trail with interactive ball run stations demonstrating physics principles through hands-on play, leading to a scenic fen ecosystem. Special wooden balls available for $6 or for loan at the Coffee Bar.
• TROLLS: Save the Humans Exhibition Temporary outdoor exhibition featuring six giant reclaimed-wood troll sculptures by Danish artist Thomas Dambo, exploring environmental themes. A 2-mile full loop takes approximately 1 hour to complete. Included with general admission during run dates.
• Wild Lights Seasonal evening outdoor light experience featuring illuminated trails, installations, and family-friendly activities held during winter months.
• Hopscotch (Stickwork Sculpture) Large-scale willow stickwork sculpture installation by artist Patrick Dougherty, featuring whimsical willow structures visitors can explore and walk through.
• Youth Climate Program Climate education and activism program including the Adirondack Youth Climate Summit (held every November since 2009), with summit model replicated globally in eight countries. Includes Youth Climate Summit Toolkit available for replication.
• School Programs Educational programs for K-12 school groups, homeschool groups, scout troops, and youth camps including field trips, curriculum-aligned activities, hands-on workshops, and guided tours. School groups rate: $5/student, $15/adult with pre-registration required.
• Virtual Field Trips Remote learning experiences bringing The Wild Center's content and experts into classrooms via video conferencing and digital platforms.
• Live Animal Ambassadors Live animal presentations featuring native Adirondack wildlife, including birds, reptiles, and mammals. Private animal encounters priced $50–$150 based on group size.
• Venue Rentals and Private Events Event venue hosting for weddings, corporate events, meetings, and conferences at unique indoor and outdoor spaces including Big Wolf Great Hall, Flammer Theater, Wild Walk, and Forest Music.
• Annual Membership Program Annual membership offering unlimited visits, store and café discounts, and exclusive event access. Tiers from $40 (Senior/Student Individual, Trailblazer 21–40) to $1,000 (Mountain Guide, admits 10 adults and children). Plus One add-on available for $30.
• The Wild Supply Co. Museum Store On-site and online retail store selling Wild Center merchandise, maple products, TROLLS merchandise made from recycled materials, and wooden balls for the Raquette River Roll experience.
• Waterside Café On-site food service providing local and sustainable offerings, with campus views. Lunch packages available at $16.25/person + 8% tax for groups (brown bag lunch including sandwich/wrap, chips, apple, cookie, and beverage).

Quantifiable outcome

• Youth Climate Summits have been replicated in 8+ countries/regions worldwide
• +4 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

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

• Thomas DamboflagshipStrategic or Co-development Partner · 1 June 2026Danish artist known as the world's leading recycle artist, Thomas Dambo created the TROLLS: Save the Humans exhibition featuring six giant folklore-inspired troll sculptures made from reclaimed wood. The exhibition runs June 1 - October 31, 2026 at The Wild Center, marking the first time his trolls have visited New York State. His vision is to create art that inspires people to explore nature and demonstrates that trash can become beautiful.
• SOMNIACS AGcoreTechnology or IntegrationAward-winning immersive experience company spun off from Zurich University of the Arts in 2015. Provides the Birdly VR technology enabling visitors to experience flight simulation using Oculus Rift 3D goggles and specialized platform.
• National Oceanic and Atmospheric Administration (NOAA)coreTechnology or IntegrationNOAA partnered with The Wild Center to create Planet Adirondack, the first NOAA Science on a Sphere installation in New York State. Features interactive Earth display showing real-time data and visualizations of Earth's systems.
• The Nature ConservancystrategicStrategic or Co-development PartnerPartnership to offer exclusive public expedition trips into the Follensby Pond freshwater preserve. In 2025, The Nature Conservancy gifted the historic Petty Homestead to The Wild Center, which is being renovated to house interns and visiting scientists.
• Ahmad Butler FoundationminorStrategic or Co-development PartnerPartnership to bring virtual 'Wonderful Distractions' experience to hospitalized children, extending The Wild Center's reach to youth who cannot visit physically.
• Stewart's Shops/Dake FamilyminorGTM or Marketing PartnerSponsor of Ibbi Pip, the Birdhouse Troll in the TROLLS: Save the Humans exhibition.
• Reynolds Group of Lake PlacidstrategicGTM or Marketing PartnerWhite Pine level business partner (highest tier) in The Forest Business Partnership Program.
• Kentile Excavating Inc.coreGTM or Marketing PartnerBalsam level business partner in The Forest Business Partnership Program.
• voco Saranac LakecoreGTM or Marketing PartnerBalsam level business partner in The Forest Business Partnership Program and featured lodging partner.
• Cambria Hotel Lake PlacidminorGTM or Marketing PartnerFeatured lodging partner offering special rates for Wild Center visitors.
• Tupper Lake MotelminorGTM or Marketing PartnerFeatured lodging partner offering 10% off rates for Wild Center visitors.
• Hotel SaranacminorGTM or Marketing PartnerFeatured lodging partner with special rates available for Wild Center visitors.
• Center for Native Peoples and the EnvironmentstrategicStrategic or Co-development PartnerPartnered with The Wild Center to reinterpret the Maple Nation lean-to exhibition to highlight Native traditions of maple sugaring.
• L.P. Quinn Elementary SchoolminorOthersOverflow parking location (294 Hosley Ave) used during high-traffic periods like the TROLLS exhibition.
• Merrill L. Thomas, Inc.minorGTM or Marketing PartnerPresenting sponsor of Troll Stroll Member Mornings.

Scale indicators18 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Squam Lakes Natural Science Center: Squam Lakes Natural Science Center in Holderness, NH operates a similar model of outdoor trails combined with live native animal ambassadors and nature-based education programming on a comparable scale. It is the closest direct peer in mission, scale, and visitor experience mix.
• ECHO, Leahy Center for Lake Champlain: ECHO is a Burlington, VT-based lake and ecology focused science center serving a similar regional Northeast audience with interactive exhibits, school programs, and event rentals. Closely comparable in size, audience, and visitor-driven revenue model.
• Roger Williams Park Zoo: Roger Williams Park Zoo in Providence, RI is a mid-sized AZA-accredited zoo with comparable live animal ambassador programming, school group offerings, and event venue rentals. Similar scale, mission overlap on wildlife education, and similar membership pricing tiers.

Regional players

• Adirondack Experience: The Adirondack Experience (formerly Adirondack Museum) in Blue Mountain Lake, NY is a regional history and culture museum operating within the same Adirondack Park, competing for the same tourist itineraries and donor pool but focused on regional heritage rather than nature/science.
• Quebec Zoo / Zoo de Granby: Zoo de Granby is a major Quebec-based zoo and nature park with animal ambassador programming and seasonal exhibits. Regional competitor for cross-border Canadian tourism to the Adirondacks and broadly comparable in zoo/nature-park hybrid model.

Broad incumbents

• Museum of Science, Boston: Museum of Science in Boston is a much larger, broader science museum with extensive exhibit halls, IMAX, and school programming. Comparable in exhibit-based science engagement and school group channels, but operates at significantly greater scale and with broader scope than the Wild Center's nature focus.
• American Museum of Natural History: AMNH in New York City is a global natural history museum incumbent with permanent collections, planetarium, and immersive halls. Overlaps with the Wild Center's natural history/planetarium (Planet Adirondack) and visitor experience mission but operates at vastly larger scale and national brand reach.

Emerging players

• Cornell Lab of Ornithology: Cornell Lab of Ornithology in Ithaca, NY shares the Wild Center's birding, citizen science, and live-cam programming (a thematic overlap with Wild Center's otter cam and Live Cams). An adjacent academic-affiliated institution rather than a direct competitor, but overlaps on Adirondack-region nature education audiences.

Others

• The Nature Conservancy (Adirondack Chapter): The Nature Conservancy is both a partner (gifted the Petty Homestead in 2025, co-runs Follensby Pond expeditions) and an adjacent conservation organization. Comparable in mission (nature preservation in the Adirondacks), but operates as a land trust rather than a visitor-facing attraction.
• National Geographic Society: National Geographic is thematically adjacent in nature storytelling, immersive exhibits, and youth climate programming. Not a direct competitor (operates globally and via media), but functions as a brand umbrella and content partner for nature museums like the Wild Center.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wildcenter
• YouTubeyoutube.com/wildcenter
• Facebookfacebook.com/thewildcenter
• Instagraminstagram.com/wildcenter/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Wild Center