Airlie Gardens

What Airlie Gardens does

Airlie Gardens is a 67-acre historic public garden located at 300 Airlie Road in Wilmington, North Carolina, operated by the Airlie Gardens Foundation (a 501(c)(3) nonprofit established in 1999) in partnership with New Hanover County Parks & Gardens. The property, with roots dating to the early 1700s and acquired by Sarah and Pembroke Jones in 1884, was purchased by New Hanover County in 1999 with a Clean Water Management Trust Fund grant. The garden serves over 200,000 annual visitors and welcomes 4,000+ K-8 students annually through curriculum-correlated environmental education programs, including habitat walks, butterfly field trips, water quality studies, and summer camps.

The organization operates a diversified, event-driven revenue model spanning eleven core product lines: general garden admission ($10 adult, $5 NHC resident/military, $3 child), five-tier annual memberships ($40-$1,000), the Summer Concert Series (7 sell-out events at 2,500 capacity), Enchanted Airlie (the largest annual fundraiser running November-December, vehicle-based ticketing at $35-$125), weddings and private events ($500-$1,000/hour across multiple ceremony sites including the 500-year-old Airlie Oak and Minnie Evans Bottle Chapel), portrait and commercial photography ($100-$300/hour), school field trips ($2-$4/student), group guided tours ($10/person), corporate sponsorships, donations including the Airlie Oak Fund, and gift shop and food/beverage concessions. Pricing is static and seasonal with no dynamic or AI-driven components. Distribution is direct-to-consumer via online ticketing (Blackbaud and Etix), on-site admissions, and a 2025-launched digital membership card platform (MembershipAnywhere) integrated with Apple/Google wallets and reciprocal AHS/ASTC networks (300+ partner institutions). The technology stack is non-differentiated and limited to operational ticketing, membership, mapping, and content distribution tools.

Customer segments are mass-consumer by design: individual visitors and families (primary), schools and educational groups (primary), event planners and wedding clients, birding and nature enthusiasts, corporate sponsors, photography clients, and annual members. The organization depends heavily on signature events (Spring Bloom with 60,000+ tulips and 75,000+ azaleas, Summer Concert Series, Enchanted Airlie) and seasonal visitation cycles. Beyond tourism and education, the garden serves a critical environmental function as the last point of filtration for the Bradley Creek watershed. Marketing channels are concentrated in the website, email newsletter, Instagram, signature events, and reciprocal-program partnerships, with no paid acquisition or sophisticated funnel mechanics.

Name

Airlie Gardens

Legal name

Airlie Gardens Foundation

Website

https://airliegardens.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Airlie Gardens is a 67-acre historic public garden in Wilmington, NC, operated by the Airlie Gardens Foundation (501(c)(3)) in partnership with New Hanover County. It serves 200,000+ annual visitors and 4,000+ students via admissions, memberships, signature events (Enchanted Airlie, Summer Concert Series), weddings, and environmental education programs.

Ownership category

akta.pro rank

Product category

Public Gardens and Botanical Attractions

NAICS

Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (71219), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

akta.pro secondary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

Keywords

• Public garden operations
• Botanical garden admissions
• Environmental education programs
• Outdoor event venues
• Garden membership programs

Headquarters

HQ city

Wilmington

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

Revenue model

1. General Admission Tickets: One-time admission fees charged to visitors for entry to the garden. General admission is $10 per adult, with discounted rates for New Hanover County residents ($5), military ($5), and children 4-12 ($3). Children 3 and under are free. Tickets are sold online in advance (via Blackbaud) and at the door.
2. Membership Subscriptions: Annual membership subscriptions at multiple tiers: Individual ($40/year), Family ($75/year), Camellia ($275/year, sold out), Magnolia ($525/year), and Azalea ($1,000/year). All tiers include free garden admission, reciprocal AHS/ASTC benefits, advance event ticketing, and discounts. Premium tiers include guest passes, onsite concert parking, and Enchanted Airlie carload passes.
3. Summer Concert Series Tickets: Ticketed outdoor concert events held June–September featuring local bands. General admission $10/adult, $3/child (4-12), free for children 3 and under and members. Events sell out at 2,500 capacity with off-site parking and free shuttle service.
4. Enchanted Airlie Holiday Event: Annual holiday lights event held November–December. Primary fundraiser of the year supporting the stormwater master plan and garden preservation. Ticketed by vehicle: $35 carload, $65 XL van; nonprofit group $85, for-profit group $125. Supports stormwater filtration work in the Bradley Creek watershed.
5. Photography Reservations: Revenue from portrait photography and commercial shoot reservations. Portrait photography is $100/hour; commercial shoots are $300/hour; after-hours reservations are $250/hour. Includes golf cart assistance for after-hours bookings.
6. Weddings and Private Events: Venue rental for weddings, ceremonies, elopements, and corporate events at multiple garden locations (Oak Lawn, Bradley Creek Lawn, Pergola Garden, Minnie Evans Bottle Chapel). Pricing varies by day of week and duration: weekday ceremony $500–$700, Friday $500/hour (2-hour minimum), Saturday $1,000/hour (3-hour minimum, up to 300 guests), Sunday $1,000/hour (2-hour minimum). Elopements $250/hour for up to 10 people.
7. Group and Guided Tours: Docent-led guided walking tours ($10/person for groups of 10–15 people) and narrated tram tours ($10/person) for groups of 7. Tours must be reserved at least 30 days in advance and are only offered on weekdays. School field trips are priced at $2–$4/student depending on school type and location.
8. Sponsorships: Corporate sponsorship packages for signature events and special projects. Sponsors receive benefits including complimentary memberships, garden guest passes, and tickets to major events (Summer Concert Series, Oyster Roast, Enchanted Airlie). Major concert sponsors include Element Outdoor Living, Wilmington Plastic Surgery, Nabell Winslow, South State Bank, Konrady and Son Construction, Marine Warehouse, and Emerge Ortho.
9. Donations and The Airlie Oak Fund: Tax-deductible donations accepted in the form of cash, property, stocks, bonds, or real property. The Airlie Oak Fund specifically supports preservation and maintenance of the 500-year-old Airlie Oak and other tree specimens. Donations fund stormwater management, lighting (Enchanted Airlie), education programs, and garden maintenance. Matching gift programs supported by GE, Progress Energy, Boeing, Aetna, Corning, IBM, ExxonMobil.
10. Gift Shop Sales: Revenue from the onsite gift shop with a 10% discount offered to all membership levels. Shop sells Airlie-branded merchandise and gifts.
11. Food and Beverage Concessions: Onsite food and beverage vendors at special events. Concert series vendors include Mad Mole Brewing, Noni Bacca Winery, and Planet Smoothie. Enchanted Airlie features selections from David's Deli, Noni Bacca Winery, and Mad Mole Brewing.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels9 records

Core offering

Airlie Gardens operates a 67-acre historic public garden in Wilmington, NC, selling daily garden admissions, ticketed signature events (Summer Concert Series, Enchanted Airlie holiday lights), multi-tier annual memberships, wedding and corporate event venue rentals, school field trip programs, public education programs, and portrait/commercial photography reservations. The organization serves as both a cultural attraction and an environmental asset, functioning as the last point of filtration for the Bradley Creek watershed.

Product overview

Airlie Gardens is a 67-acre historic public garden and cultural attraction operated by the Airlie Gardens Foundation (501(c)(3)) in partnership with New Hanover County Parks & Gardens. The organization operates as a unified visitor experience rather than a platform architecture, combining garden admission with ticketed signature events, venue rentals, membership programs, and educational programming. Core offerings include: general garden admission (access to grounds, Butterfly House, tram service); Enchanted Airlie holiday lights event; multi-tiered membership programs; school field trips and public educational programs; Summer Concert Series; wedding and event venue rentals; and portrait photography services. The garden hosts over 200,000 annual visitors and welcomes 4,000+ students per year through education programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden Admission

Quantifiable outcome

• Over 200,000 annual visitors and 4,000+ students served annually
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Wild Bird & GardencoreGTM or Marketing PartnerCo-hosts monthly bird walks (2nd Wednesday each month) and birding events at Airlie Gardens. Partner representative Jill Peleuses also co-founder of Cape Fear Bird Observatory. Partnership leverages Airlie's NC Birding Trail recognition and eBird data to deliver guided birding experiences for visitors of all skill levels.
• Mad Mole BrewingcoreGTM or Marketing PartnerFeatured food and beverage vendor at the Summer Concert Series and HOPS & TALKS evening events. Beer available for purchase during concerts and special adult-oriented programs. Partnership drives adult attendance and revenue at evening events.
• Noni Bacca WinerycoreGTM or Marketing PartnerWine vendor at Summer Concert Series and Enchanted Airlie holiday event. Provides beverage options that complement the outdoor garden concert and holiday atmosphere, expanding the adult visitor experience and generating concession revenue.
• Planet SmoothieminorGTM or Marketing PartnerSmoothie vendor at Summer Concert Series, providing family-friendly beverage options alongside adult-oriented alcohol vendors. Supports family attendance at outdoor concerts.
• The International Paper FoundationcoreOthersFunded the Nature Discovery Kits program at Airlie Gardens, enabling the garden to offer educational activity kits and books for checkout at the front desk. These kits enhance the visitor experience and support environmental education goals.
• EUE/Screen Gems StudiosminorGTM or Marketing PartnerWilmington's major film and television production facility ('Hollywood East'), the largest domestic TV and movie production facility outside California. Airlie Gardens has served as a filming location for Screen Gems productions, adding to the garden's cultural significance and generating incidental revenue.
• Cape Fear Garden ClubcoreGTM or Marketing PartnerPartner for the annual Cape Fear Garden Club Azalea Garden Tour, an official event of the North Carolina Azalea Festival — the largest festival of its kind in the state. Airlie Gardens serves as one of the featured garden tour sites, driving significant seasonal visitation.
• North Carolina Azalea FestivalcoreGTM or Marketing PartnerAirlie Gardens participates as a venue in the annual NC Azalea Festival, the largest festival of its kind in North Carolina. The garden hosts the Queens Luncheon/Garden Party event and opens for the Cape Fear Garden Club Azalea Garden Tour.
• New Hanover County Public Library – Northeast BranchminorGTM or Marketing PartnerOff-site parking location for the Summer Concert Series. Located at 1241 Military Cutoff Trail, Wilmington, NC 28405. Airlie Gardens provides a complimentary shuttle service from this location to the garden during concert events, managing parking overflow while creating a seamless visitor experience.
• MembershipAnywhere (eMembership Card Platform)coreTechnology or IntegrationTechnology platform powering digital membership cards accessible via Apple and Google wallets and the eMembership Card app. Cards display membership details, barcodes, and AHS/ASTC reciprocal logos for partner admissions. Replaced physical mailing of membership cards beginning June 1, 2025.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lewis Ginter Botanical Garden: 62-acre public botanical garden in Richmond, VA with similar admissions, multi-tier memberships, signature seasonal light events (Dominion Energy GardenFest), and extensive education programming — a near-direct operating analog.
• Magnolia Plantation and Gardens: Historic Lowcountry garden in Charleston, SC dating to 1676 with admissions, weddings, photography, and nature-based programming — closely comparable on heritage positioning, visitor experience, and venue rentals.
• Huntsville Botanical Garden: 112-acre public botanical garden in Huntsville, AL with multi-tier memberships, seasonal light events (Galaxy of Lights), weddings, and school programming — closely comparable in operating structure, programming mix, and regional market positioning.
• Coastal Discovery Museum: Lowcountry nature attraction in Hilton Head Island, SC with admission-based programming, guided tours, school field trips, and environmental education — comparable in nature-attraction positioning and community education focus.
• Norfolk Botanical Garden: 175-acre public botanical garden in Norfolk, VA with comparable admission, membership tiers, seasonal events, and environmental education programming serving a mid-sized coastal community — closely aligned in scale, audience, and operating model.
• Brookgreen Gardens: 9,100-acre public garden and wildlife preserve in Murrells Inlet, SC combining botanical gardens, sculpture collections, Lowcountry zoo, and seasonal light exhibits — similar multi-revenue public garden operating model with broader footprint.

Broad incumbents

• Biltmore Estate Gardens: Historic gardens at Biltmore Estate in Asheville, NC — significantly larger scale and broader tourism model, but comparable as a heritage garden attraction with seasonal events and education programming.
• Sarah P. Duke Gardens: 55-acre public garden at Duke University in Durham, NC with free admission, education programming, and special events — comparable in botanical offerings but operates under a university structure rather than independent nonprofit.
• Atlanta Botanical Garden: 30+ acre major urban botanical garden in Atlanta, GA with extensive seasonal events, light festivals, weddings, and education — comparable programming mix but operates at materially larger scale and metropolitan catchment.

Regional players

• Callaway Gardens: 2,500-acre resort and garden destination in Pine Mountain, GA combining botanical gardens, light displays (Fantasy in Lights), weddings, and lodging — comparable seasonal programming but integrates overnight accommodations not present at Airlie.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBnJx3OYyjlPpOZszbOPv3w
• Instagraminstagram.com/airliegardens
• Xx.com/airliegardens
• Facebookfacebook.com/AirlieGardens
• LinkedInlinkedin.com/company/airlie-gardens

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Airlie Gardens