San Diego Natural History Museum

What San Diego Natural History Museum does

The San Diego Natural History Museum (branded "The Nat") is a 501(c)(3) non-profit natural history museum founded in 1874 and located in Balboa Park, San Diego, California. It maintains a research collection of approximately 9 million scientific specimens spanning botany, entomology, herpetology, mammalogy, ornithology, paleontology, and zooarchaeology, with a distinctive focus on the Baja California Peninsula bioregion spanning the U.S.–Mexico border. The museum's science program includes binational species recovery initiatives such as the California Red-Legged Frog Reintroduction Program (in partnership with USGS, USFWS, FAUNO, and The Nature Conservancy), innovative research methods such as environmental DNA sampling from spiderwebs in collaboration with Loyola Marymount University, and 3D digital preservation of specimens using CT and micro-CT imaging. Curator-led research is concentrated in taxonomy, species rediscovery, and conservation of regional flora and fauna.

The museum generates revenue through a diversified non-profit model: admissions (general entry, special exhibitions, giant screen theater), membership subscriptions (annual tiers with perks), donations and major gifts, facility rentals for private events, and education program fees (summer camp at $425-450/week, school programs, distance learning). It also receives foundation grants (e.g., The Conrad Prebys Foundation for Healing Through Nature, Robert and Helen E. Grant Foundation for camp scholarships) and government funding (State of California for the $7.5M roof replacement project). Serving approximately 400,000 visitors annually with 50,000+ receiving free admission through Free Tuesday and Museums for All, and reaching 160,000+ through the Environmental Science Education Center, the museum operates a hybrid GTM combining event-driven visitation (Nat at Night, Summer of Wonder, Brunch at The Nat), community-led citizen science via iNaturalist, and direct-to-consumer admissions. It is governed by a board of directors and led by President and CEO Judy Gradwohl.

Name

San Diego Natural History Museum

Legal name

San Diego Natural History Museum

Website

https://sdnat.org

Company type

Private

Founded year

1874

Operating status

Operating

Headcount range

51–100 employees

Short description

The San Diego Natural History Museum ("The Nat") is a 501(c)(3) non-profit founded in 1874 in Balboa Park, San Diego, operating a 9-million-specimen research collection focused on the Baja California Peninsula bioregion. It serves ~400,000 annual visitors through exhibitions, giant screen films, education programs, community science projects, and binational species conservation initiatives.

Ownership category

akta.pro rank

Product category

Natural History Museum

NAICS

Museums (712110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Natural History Museums (THAJADAC)

akta.pro secondary industry

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

Keywords

• Natural history museum
• Scientific research collections
• Biodiversity conservation
• Environmental education programs
• Community science

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices2 records

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 Admissions: Ticket sales for general admission, special exhibitions, and giant screen theater films. Revenue varies by visitor category (adults, seniors, children, students).
2. Membership Program: Annual membership tiers providing unlimited admission, guest passes, exclusive events, and discounts. Dual-level and above receive camp registration discounts.
3. Donations and Fundraising: Individual donations, major gifts, and capital campaign contributions. Funded roof replacement project ($7.5M) through state funding and private philanthropy.
4. Education Programs: Summer camp registration fees (Members $425, Non-members $450 per week), school programs, distance learning, and community science participation.
5. Facility Rentals and Events: Private event bookings, rooftop venue rentals for Nat at Night and special occasions, museum store (Gold Leaf) operations.
6. Grants and Government Funding: Foundation grants (e.g., Robert and Helen E. Grant Foundation for scholarships, The Conrad Prebys Foundation for Healing Through Nature), state of California funding for infrastructure projects.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

The San Diego Natural History Museum operates a natural history museum in Balboa Park offering permanent and rotating exhibitions, a giant screen theater, educational programs (summer camps, school programs, community science), and cultural events (Nat at Night, Brunch at The Nat). The museum maintains a research collection of 9 million scientific specimens and conducts binational biodiversity research and conservation efforts across Southern California and the Baja California Peninsula.

Product overview

The San Diego Natural History Museum (The Nat) is a natural history museum in Balboa Park offering a unified portfolio of exhibitions, educational programs, and scientific research initiatives. The museum serves approximately 400,000 visitors annually and maintains research collections of 9 million specimens. Core offerings include permanent and rotating exhibitions (such as Fossil Mysteries, Washed Ashore: Art to Save the Sea, and Expedition Baja), a Giant Screen Theater showing documentary films (Wild San Diego, Ocean Paradise, Back From the Brink), and evening/weekend event programs (Nat at Night, Brunch at The Nat). The museum's educational programming spans Community Science projects connected through iNaturalist, Canyoneer Hikes, Whale Watching excursions, School Programs, Distance Learning, and the Nature to You Loan Program for specimen lending. Scientific initiatives include conservation projects (such as the California Red-Legged Frog Reintroduction), botanical research in Baja California, and biodiversity documentation through atlases and field guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Museum Admission and Exhibitions
• Fossil Mysteries (Permanent Exhibition) Permanent exhibition exploring fossils and prehistoric life for general visitors and school groups.
• Amazement in the Basement (Exhibition) Interactive exhibition in the museum's lower level featuring collections and displays for general visitors.
• Washed Ashore: Art to Save the Sea (Exhibition) Exhibition transforming beach trash into art sculptures of marine creatures, highlighting plastic pollution and ocean conservation for general visitors.
• Expedition Baja (Exhibition) Exhibition focusing on the Baja California Peninsula's natural history and biodiversity for general visitors and researchers.
• Wild San Diego (Giant Screen Film) Giant screen documentary produced in partnership with Day's Edge Productions and PBS Nature showcasing San Diego's biodiversity as America's wildest city.
• Ocean Paradise (Giant Screen Film) Giant screen film narrated by Diane Lane exploring ocean environments, with music from Jack Johnson and Coldplay.
• Back From the Brink (Giant Screen Film) Giant screen film narrated by Claire Danes focusing on species conservation and recovery efforts.
• Nat at Night (Event Program) Friday evening event from 5-11 PM featuring half-price admission, free parking after 6 PM, rooftop sunset views, cocktails, craft beer, scientist interactions, and themed entertainment for adults.
• Brunch at The Nat (Event Program) Sunday brunch experience on the rooftop or in the Atrium featuring food, drinks, and unique museum views for adults and families on select dates.
• Summer Camp Full-day camps for grades 1-8 running during summer, with weekly rates of $425 for members and $450 for non-members. Scholarships available through the Robert and Helen E. Grant Foundation.
• School Programs Field trips to the museum, outreach programs at schools, and outdoor nature walks for classrooms from Pre-K through college level.
• Distance Learning Virtual programs including live virtual field trips, pre-recorded classes, career spotlights, and live educational programs for educators, parents, and lifelong learners.
• Canyoneer Hikes Free guided hikes throughout San Diego County led by trained volunteer naturalists, running since 1972 for general public participants.
• Whale Watching Naturalist-led interpretation on whale-watching cruises from December through April and June through September for general public participants.
• Nature to You Loan Program Specimen lending program allowing members to check out biological specimens, fossils, puppets, and teacher kits for classrooms, art studios, or home school settings.
• Community Science Program Citizen science initiatives allowing public participation in documenting nature through iNaturalist-based projects including City Nature Challenge, Border BioBlitz, Plant Atlas, Amphibian and Reptile Atlas, Flying Squirrel Study, Bumblebee documentation, and Monarch Milkweed Mapper.
• Healing Through Nature Initiative Countywide initiative supported by The Conrad Prebys Foundation to advance equitable access to nature-based healing experiences, addressing barriers like cost, safety, transportation, and access.
• Baja California Peninsula Learning Resources Educational materials including videos, field guides, activity sheets, and curriculum (some bilingual in English and Spanish) for teaching about the Baja California Peninsula region.
• San Diego County Plant Atlas iNaturalist-based project documenting wild plants in San Diego County through community observations, serving as a research database for botanists and citizen scientists.
• Amphibian and Reptile Atlas of Peninsular California Online research database documenting trends in amphibian and reptile species distributions using museum research collections combined with citizen science contributions, featuring an interactive mapping system.
• Gold Leaf Museum Store Physical retail store selling natural history-themed merchandise, field guides, and publications including the Checklist of Vascular Plants of San Diego County.
• Event Venue Rental Private event bookings utilizing rooftop space, Atrium, and other museum facilities for corporate and social events.
• Annual Membership Program Annual membership tiers providing unlimited admission, guest passes, exclusive events, and discounts. Dual-level and above receive camp registration discounts and access to exclusive events.

Quantifiable outcome

• Serves over 160,000 people annually through Environmental Science Education Center programs
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• Florida Atlantic UniversitycoreStrategic or Co-development Partner · 23 June 2026Collaborative research partnership to create 3D digital preservation of the vaquita skeleton using medical CT scans and micro-CT imaging. The complete female specimen was held at the San Diego Natural History Museum and used to build an open-access digital archive for educational use and species conservation awareness.
• SeaWorld CaliforniacoreStrategic or Co-development Partner · 15 June 2026Collaborated with the museum and NOAA Fisheries on the digital preservation of vaquita skeleton using advanced imaging technologies. Part of broader conservation effort for the world's most endangered marine mammal.
• NOAA FisheriescoreStrategic or Co-development Partner · 15 June 2026Partnered with the museum and Florida Atlantic University on digital vaquita skeleton preservation. NOAA Fisheries leads federal conservation efforts for the critically endangered porpoise.
• Loyola Marymount University (Dr. Demian Willette Lab)coreStrategic or Co-development PartnerCollaboration on spiderweb eDNA methodology for wildlife monitoring. Dr. Willette pioneered the use of spiderwebs for environmental DNA collection. The museum's Conservation Biology team applies this technique to study wildlife in local canyons and neighborhoods.
• Conservación de Fauna del Noroeste (FAUNO)coreStrategic or Co-development PartnerMexican nonprofit conservation organization and primary partner in California red-legged frog reintroduction project. FAUNO discovers remnant populations in Baja California mountains and leads habitat conservation efforts including pond creation at Rancho Meling.
• U.S. Fish and Wildlife Service (USFWS)coreStrategic or Co-development PartnerFederal agency partner in red-legged frog recovery program. Provides permits for egg collection, export from Mexico, import and release in the U.S. USFWS staff participate in translocation operations and habitat assessments.
• U.S. Geological Survey (USGS)coreStrategic or Co-development PartnerScientific research partner providing ecologists (Adam Backlin, Jon Richmond, Robert Fisher) for red-legged frog studies. USGS conducts acoustic monitoring, egg surveys, and population assessments. Also partner in bat conservation research.
• The Nature Conservancy (TNC)coreStrategic or Co-development PartnerConservation partner in red-legged frog reintroduction, providing access to protected lands including Santa Rosa Plateau Ecological Reserve for translocation sites. Long-term partner in habitat conservation.
• Universidad Autónoma de Baja CaliforniacoreStrategic or Co-development PartnerAcademic collaboration with Dr. Jose Delgadillo on botanical research and lost plant rediscovery expeditions in Baja California.
• Centro de Investigaciones Biológicas del Noroeste (CIBNOR)coreStrategic or Co-development PartnerPrimary Mexican research institution for Baja California Sur botanical collaborations. Dr. Rebman worked at CIBNOR during 2015-2016 assignment in La Paz. Joint expeditions, publications, and herbarium curation assistance. Hosts HCIB Herbarium.
• Terra PeninsularcoreStrategic or Co-development PartnerMexican nonprofit founded in 2001 to protect Baja California's wildlife and natural ecosystems. Partnered on San Quintín kangaroo rat rediscovery and conservation planning. Manages Valle Tranquilo and Monte Ceniza nature reserves where species was found.
• Reimagining San FranciscominorStrategic or Co-development PartnerConsulting organization that shared insights and provided framework for development of the San Diego Healing Through Nature Coalition.
• Outdoor OutreachcoreStrategic or Co-development PartnerAdvisory Council member for Healing Through Nature Initiative providing guidance on community engagement and outdoor access programs.
• Urban Collaborative ProjectcoreStrategic or Co-development PartnerAdvisory Council member for Healing Through Nature Initiative contributing to coalition development and community-led work.
• UCSD Center for Community HealthcoreStrategic or Co-development PartnerAdvisory Council member with Executive Director Blanca Meléndrez contributing to Healing Through Nature Initiative and cross-disciplinary collaboration.
• County of San Diego, Parks and RecreationcoreStrategic or Co-development PartnerGovernment agency partner with Trails Program Manager Lizzy Bendrick on Advisory Council for Healing Through Nature Initiative.
• Arizona State UniversityminorStrategic or Co-development PartnerGeologist Steve Reynolds from ASU participated in 2013 Sierra Cacachilas expedition, providing geological expertise that complemented botanical surveys.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Denver Museum of Nature & Science: Mid-sized natural history museum combining research collections, IMAX-style theater, and education programs with similar visitor scale (~400-700K annually). Comparable blend of research, exhibitions, and school programs in a Western US market.
• Natural History Museum of Los Angeles County: One of the largest natural history museums in the western US, operating exhibition halls, research collections, and education programs in Southern California. Directly comparable in mission, regional scientific specialization, and visitor scale.
• Field Museum: Chicago-based natural history museum with research collections in the tens of millions of specimens, robust exhibition programming, and global scientific expeditions. Larger in scale but highly comparable in operating model and scientific ambition.
• California Academy of Sciences: San Francisco-based natural history museum and research institution operating an aquarium, planetarium, and natural history exhibits with a comparable combination of scientific collections, exhibitions, and public programs. Similar nonprofit operating model and binational research posture.

Regional players

• San Diego Zoo Wildlife Alliance: Co-located in Balboa Park with overlapping biodiversity and conservation mission, but operating a zoological park rather than a museum. Comparable audience and regional conservation partnerships including work with Baja California.

Broad incumbents

• American Museum of Natural History: The largest natural history museum in the US, with 30+ million specimens, extensive K-12 programming, and a binational/global research footprint. Provides a public-comparable peer for scientific collection scale and programming breadth.
• Museum of Science, Boston: Large science museum with permanent exhibits, IMAX theater, and extensive K-12 education programs. Comparable scale and audience mix, though less research-collection focused than The Nat.
• Pacific Science Center: Seattle-based science center with IMAX-style theater, exhibit halls, and school programming. Comparable in operating a giant-screen theater, exhibitions, and education programs at a similar visitor scale.

Others

• iNaturalist: Citizen-science platform operated jointly by the California Academy of Sciences and National Geographic Society. The Nat's community science programs run on iNaturalist, making it a critical platform partner rather than competitor.

Emerging players

• Wonders of Wildlife National Museum & Aquarium: Springfield, MO-based museum and aquarium combining immersive wildlife exhibits with conservation programming. Comparable blend of entertainment-style exhibits and conservation mission, though more aquarium/zoo-leaning than The Nat.

Market position

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PL88N5B2WX2kJ1ZxxDaBbBfs2dlRI901RI
• Facebookfacebook.com/SanDiegoNaturalHistoryMuseum
• Xx.com/SDNHM

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 San Diego Natural History Museum