Schlitz Audubon Nature Center

What Schlitz Audubon Nature Center does

Schlitz Audubon Nature Center is a 501(c)(3) nonprofit operating a 185-acre nature preserve on the Lake Michigan shoreline in Milwaukee, Wisconsin, founded in 1971 on land historically used for the Schlitz Brewery's draft horses. The Center maintains six miles of trails (two miles wheelchair-accessible) through forests, wetlands, restored prairies, ravines, and shoreline, and runs a conservation program that divides the property into 256 management stands for systematic five-year vegetation assessments, having restored more than 25,000 plants. Its product portfolio spans a Visitor Center and trail access, a Raptor Program with 16 non-releasable birds of prey, an Animal Ambassadors program with reptiles and amphibians, a Mezzanine Art Gallery, and the 2025-launched Barbara Stover and Susan Bell Birding Academy (which includes the Birding Resource Center and Feeder Grove).

The Center operates a diversified, mission-driven revenue model built on seven streams: membership dues (annual, with 10% retail discount), per-visit admission ($10 adult, $7 youth/military, free under 2), Nature School tuition for early-childhood programs (Babies & Toddlers through K4 plus Forest Fridays), venue rentals managed by its wholly-owned Natural Events subsidiary, paid educational programs (raptor programs at $200-$350, guided hikes, summer camps), tax-deductible donations under its 501(c)(3) status, and retail at the Nature Store and Birding Resource Center. The Nature School holds NAEYC accreditation, a 2019 U.S. Department of Education Green Ribbon School award, and Sugar Maple recognition; the Dorothy K. Vallier Environmental Learning Center has held Gold LEED certification since 2003. Distribution is direct and on-site for the bulk of revenue, with an additional regional off-site raptor program delivered at schools, libraries, museums, and events across Wisconsin. The Center holds 4-star Charity Navigator status, an Important Bird Area designation, and a strategic-but-independent affiliation with the National Audubon Society.

Name

Schlitz Audubon Nature Center

Legal name

Schlitz Audubon Nature Center

Website

https://schlitzaudubon.org

Company type

Private

Founded year

1971

Operating status

Operating

Short description

Schlitz Audubon Nature Center is a Milwaukee-based 501(c)(3) nonprofit operating a 185-acre Lake Michigan nature preserve that delivers environmental education, a raptor ambassador program, early-childhood Nature School, venue rentals, and conservation programs to regional visitors, schools, and families.

Ownership category

akta.pro rank

Product category

Environmental Education and Nature Preserve Services

NAICS

Nature Parks and Other Similar Institutions (712190), Nature Parks and Other Similar Institutions (71219)

akta.pro primary industry

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

akta.pro secondary industry

Wildlife Interpretation & Education Centers (Visitor Centers, Museums) (THAAAFAG)

Keywords

• Environmental education
• Nature preserve
• Wildlife conservation
• Outdoor education
• Venue rentals

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Membership Dues: Annual membership providing free admission, discounts at Nature Store, and other benefits to supporters.
2. Admission Fees: Per-visit admission fees: Adults $10, Ages 3-17 $7, Military $7, Children 2 and under free. Members admitted free.
3. Nature School Tuition: Tuition-based early childhood education programs including Nature Preschool, Nature K4, Babies & Toddlers programs, and Forest Fridays series.
4. Venue Rentals: Rental revenue from weddings, corporate events, birthday parties, and private events managed by subsidiary Natural Events.
5. Educational Programs: Revenue from guided hikes, raptor programs, school programs, summer camps, adult education workshops, and group tours.
6. Donations and Contributions: Tax-deductible donations from individuals, corporate sponsors, and foundation support as a 501(c)(3) organization.
7. Retail Sales: Sales from Nature Store and Birding Resource Center offering nature-themed gifts, books, optics, apparel, and local artisan goods. Members receive 10% discount.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Schlitz Audubon Nature Center operates a 185-acre Lake Michigan nature preserve in Milwaukee offering environmental education programs, wildlife experiences, and outdoor recreation. Core offerings include trail access across six miles of diverse habitats, a Raptor Program with 16 non-releasable birds of prey, an Animal Ambassadors Program with reptiles and amphibians, the Nature School for early childhood education, and venue rental services managed through the Natural Events subsidiary for weddings and corporate events.

Product overview

Schlitz Audubon Nature Center is a 185-acre nature preserve in Milwaukee offering a broad portfolio of environmental education and visitor services. The core offering includes trail access across diverse habitats (forests, wetlands, prairies, Lake Michigan shoreline), a Raptor Program with 16 non-releasable birds of prey, an Animal Ambassadors Program with reptiles and amphibians, and a Mezzanine Art Gallery. Educational programming spans Youth Education with school programs and summer camps, Adult Education including Wisconsin Master Naturalist courses and Citizen Science, and a Nature School for early childhood (audubon babies, toddlers, preschool, K4) that holds U.S. Department of Education Green Ribbon School recognition. The Barbara Stover and Susan Bell Birding Academy provides specialized birding education through the Birding Academy, Feeder Grove observation area, and Birding Resource Center retail store. Additional offerings include group tours, venue rentals for weddings and corporate events (via subsidiary Natural Events), and membership programs. Retail operations include the Nature Store and Birding Resource Center. Conservation efforts focus on habitat restoration and wildlife monitoring.

Differentiator

Problem solved

Functional benefit

Products and services

• Visitor Center & Trail Access Access to the 185-acre nature preserve with six miles of hiking trails through forests, wetlands, restored prairies, ravines, bluffs, and Lake Michigan shoreline, including 2 miles of wheelchair-accessible paths and boardwalks and a 60-foot observation tower.
• Annual Membership Annual membership providing free year-round admission to the nature center plus 10% discount at the Nature Store and additional benefits.
• Raptor Program

Quantifiable outcome

• 350-600 educational programs annually through raptor program alone
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• National Audubon SocietycoreStrategic or Co-development PartnerIndependent, locally supported strategic partner of the National Audubon Society. While affiliated with the national organization, Schlitz Audubon operates autonomously with local governance and funding, ensuring all support remains local.
• Dorothy K. Vallier Environmental Learning CentercoreOthersGold LEED-certified building named after Schlitz Audubon founder Dorothy K. Vallier, housing visitor center, classrooms, and administrative offices.
• Natural EventscoreOEM/ Whitelabel/ Licensing PartnerWholly owned subsidiary of Schlitz Audubon Nature Center responsible for managing venue rentals for private events including weddings, corporate events, and celebrations. Financially supports the Center.
• Outpost Natural FoodsGTM or Marketing PartnerPartner for Environmental Movie Series providing snacks and refreshments for adult education programs.
• Boswell Book CompanyminorGTM or Marketing PartnerPartner for select author events in adult education programming.
• Wisconsin Master Naturalist ProgramcoreStrategic or Co-development PartnerSchlitz Audubon serves as host location for 10-week Wisconsin Master Naturalist certification course taught by certified naturalists, promoting conservation education and community stewardship.
• Green Bay Art ColonyminorGTM or Marketing PartnerFounded in 1915, longest continuously active women's art group in Wisconsin. Their 'Art of the Aviary' exhibit featured 31 pieces from 19 members at the Mezzanine Art Gallery.
• Fox Point Bayside School DistrictminorGTM or Marketing PartnerAnnual student art show featuring Stormonth Elementary and Bayside Middle School students in 3rd through 8th grade at the Mezzanine Art Gallery.
• Fox Point ArtistsminorGTM or Marketing PartnerCollective of 37 artists from Fox Point, Bayside, Glendale, River Hills, and Whitefish Bay neighborhoods. Their inaugural exhibition featured 33 pieces from 22 artists.
• Dr. Bill Stout - Raptor ResearchercoreStrategic or Co-development PartnerCollaboration with licensed raptor bander Dr. Bill Stout on Barred Owl Monitoring Project, featuring nest box livestream and research on owl behavior in urban settings including home range, diet, and inter-species interactions.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Others

• Natural Start Alliance: Alliance within NAAEE focused on nature-based early childhood education, of which Schlitz Audubon is a member. Represents the broader coalition of nature preschool operators and the wider category of peer organizations in the same education niche.
• Jovial (camp registration platform): Registration platform used by Schlitz Audubon for summer camp enrollment; serves many other nature centers and outdoor education providers. Ecosystem partner that signals category alignment with peer nature-based camp operators.

Broad incumbents

• Morton Arboretum: Large nonprofit tree-focused nature preserve near Chicago with trail access, environmental education, school programs, venue rentals, and membership. Comparable operations across education, conservation, and events, scaled significantly larger.
• Forest Preserves of Cook County: Public-sector preserve network offering nature centers, trails, environmental education, and event programming in the Chicago region. Comparable public-facing nature education and conservation mandate at a much larger geographic scale.
• National Audubon Society: National umbrella organization with which Schlitz Audubon is an independent local partner. Operates dozens of similar nature centers and sanctuaries across the U.S., representing the broader network of comparable local Audubon affiliates.

Direct peers

• Wehr Nature Center: Milwaukee-area nature center operated by Milwaukee County Parks with similar mix of trails, environmental education, school programs, and family programming. Most directly comparable competitor in the same metro geography.
• Aldo Leopold Nature Center: Wisconsin nonprofit nature center in Madison focused on environmental education, early childhood nature programming, and school district partnerships. Highly comparable in education-led nonprofit structure and curriculum-aligned programming.
• Riveredge Nature Center: Wisconsin-based nonprofit nature preserve near Saukville offering environmental education, school programs, summer camps, and land conservation. Comparable mission, programming mix, and nonprofit funding model.

Regional players

• Brookfield Zoo (Chicago Zoological Society): Major regional zoo near Chicago offering animal encounters, education programs, and membership similar to Schlitz Audubon's Raptor and Animal Ambassador offerings. Competes for regional school field trips and family visits.
• Milwaukee County Zoo: Regional zoological attraction in the same Milwaukee metro with animal ambassador, education programming, and membership. Competes for family outings and field trips though operating at a much larger scale with a different animal collection model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SchlitzAudubon
• LinkedInlinkedin.com/company/schlitz-audubon-nature-center

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Schlitz Audubon Nature Center