Terry Lee Wells Nevada Discovery Museum

What Terry Lee Wells Nevada Discovery Museum does

The Terry Lee Wells Nevada Discovery Museum (The Discovery) is a 501(c)(3) nonprofit hands-on science center operating since 2011 from a 67,000-square-foot facility at 490 S. Center Street in downtown Reno, Nevada. It serves more than 200,000 visitors annually through a combination of permanent exhibitions (Inside Out: An Anatomy Experience, Energy/Energía, Spark!Lab Smithsonian, Art Alcove), rotating featured exhibitions (Above and Beyond, Brick Masters Studio), and educational programming including Camp Discovery (40+ themed camps), standards-aligned school field trips reaching 17,000+ pre-K–8th grade students, and a mobile outreach program serving rural Nevada and northeastern California. The underlying product is tactile, exhibit-based STEM/STEAM learning rather than a software or AI platform.

The Discovery generates revenue through ten identifiable streams: per-person daily admission ($13.95–$17.95 with discounted tiers for youth, seniors, EBT/SNAP/WIC cardholders at $5, and free entry for military, UNR/TMCC students, and under age 1); annual memberships with reciprocal ASTC Passport Program access at 400+ science museums; birthday parties and group visits; Camp Discovery and other fee-based programming; museum and store retail; private event rentals; the premier annual fundraiser Chemistry of the Cocktail; the adults-only Social Science event series; foundation grants (notably a $1M gift from the Gregory Nelson Estate in 2024 and a $50K Pennington Foundation grant in 2018); and individual/corporate giving programs including the I ♥ Science Society monthly giving program and the EMPOW[HER] Collective. Go-to-market is community-led and event-driven: school partnerships, volunteer programs (1,100+ volunteers contributing 72,000+ hours), co-hosted festivals with Desert Research Institute, and partnerships with UNR, TMCC, Big Brothers Big Sisters of Northern Nevada, and others.

Name

Terry Lee Wells Nevada Discovery Museum

Legal name

The Terry Lee Wells Nevada Discovery Museum

Website

https://nvdm.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Terry Lee Wells Nevada Discovery Museum is a 501(c)(3) nonprofit hands-on science center in downtown Reno, Nevada, operating a 67,000 sq ft facility with permanent and rotating exhibitions, school field trips, summer camps, and outreach programs serving more than 200,000 visitors and 17,000+ K–8 students annually across Northern Nevada.

Ownership category

akta.pro rank

Product category

Science Museum / Informal Science Education

NAICS

Museums, Historical Sites, and Similar Institutions (712), Museums (712110), Museums (71211)

akta.pro primary industry

Science & Technology Museums (THAJADAD)

akta.pro secondary industries

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Hands-on Science Exploration & Experiments (Lab Kits, Science Clubs) (EDAMABAA)

Keywords

• Hands-on science exhibits
• STEM education programs
• Museum summer camps
• School field trips
• Interactive science center

Headquarters

HQ city

Reno

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Daily Admission: The museum charges per-person daily admission fees. Standard admission ranges from $13.95 (child ages 1-5) to $17.95 (adult). Special discounted rates are available for youth, seniors, EBT/SNAP/WIC cardholders ($5 per person), and Blue Star Museums free admission for military personnel.
2. Annual Memberships: The museum sells annual memberships at various tiers providing unlimited admission, member-only benefits, ASTC Passport Program access (free/reduced admission at 400+ science museums worldwide), and special membership programs such as Discover With OLLI for Osher Lifelong Learning Institute members.
3. Chemistry of the Cocktail Annual Fundraiser: The museum's premier annual fundraising event generates philanthropic support through ticket sales, live and silent auctions, cocktail tastings, and food sampling, with proceeds supporting educational programs and exhibitions.
4. Social Science Event Series: Adults-only science exploration event series featuring themed nights with activities, guest lectures, food and beverage partners, and sponsor support.
5. Group Visits and Birthday Parties: The museum rents out spaces and programs for group visits and birthday party packages.
6. Camp Discovery Summer Camps: Week-long themed camps during summer, fall, winter, and spring school breaks for students in kindergarten through 7th grade, covering topics such as Animal Adventures, Style Engineers, Galaxy Explorers, Gold Fever, and more.
7. Museum Store: On-site retail store selling science-themed merchandise, toys, and educational items.
8. Museum Rentals: The museum is available for private event rentals, providing after-hours access to exhibits and galleries for corporate events, weddings, and other private functions.
9. Foundation and Corporate Grants: The museum receives significant grant funding from foundations including the William N. Pennington Foundation ($50,000 for field trip programs), Gregory Nelson Estate ($1 million for capital improvements), George W. Gillemot Foundation (Art of Aviation and Above and Beyond exhibition support), and others. Grant funding makes up a significant portion of philanthropic support.
10. Individual and Corporate Giving: Donor programs including Individual & Family Giving, Corporate Giving, Foundation Giving, I ♥ Science Society (monthly giving program), and EMPOW[HER] Collective for Women & Girls in STEM.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels9 records

Core offering

The Terry Lee Wells Nevada Discovery Museum operates a 67,000-square-foot hands-on science center in downtown Reno, Nevada, offering interactive permanent and rotating exhibitions, educational programs, and community experiences focused on science, technology, engineering, art, and invention. The museum sells daily admissions, annual memberships, camp and field trip programming, birthday parties, group visits, and private event rentals, supplemented by a museum store and signature fundraising events. Audience reach extends across Northern Nevada schools, families, adults, and rural communities through a regional outreach van program.

Product overview

Terry Lee Wells Nevada Discovery Museum (The Discovery) is a 67,000 square-foot hands-on science center in Reno, Nevada. The museum operates as a unified visitor experience combining permanent exhibitions (Inside Out Anatomy, Energy/Energía, Spark!Lab Smithsonian, Art Alcove), featured traveling exhibitions (Above and Beyond, Brick Masters Studio), and educational programs (Camp Discovery, School Field Trips, Outreach Program). Revenue-generating services include annual memberships with ASTC reciprocal benefits, birthday parties, group visits, and the annual Chemistry of the Cocktail fundraiser. The Discovery also offers accessibility programs like Discovery for All and Museums for All partnerships.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 200,000+ visitors annually across all age groups
• +4 more outcomes

Named customers9 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

Integration3 records

Feature1 record

Partnerships

18 partnerships are on record, tiered minor and core.

• Artown (Reno)minorStrategic or Co-development Partner · 10 May 2026The Discovery's first-ever community mural (Art of Aviation by Reilly Moss) was created during Artown festival. The mural's aviation theme aligns with the Above and Beyond exhibition celebrating human flight. Both the mural and exhibition were supported by the George W. Gillemot Foundation.
• Big Brothers Big Sisters of Northern Nevada (BBBSNN)coreStrategic or Co-development Partner · 28 April 2026Partnership provides free museum admission for all Bigs and Littles any day the museum is open, plus quarterly STEM Nights with hands-on science activities. The collaboration reflects shared belief that mentorship and curiosity grow stronger together. Recently hosted 'The Discovery Spy Academy' STEM Night experience with physics, coding, and engineering challenges.
• Osher Lifelong Learning Institute (OLLI) at UNRminorChannel Partner/ Reseller/ Distributor · 6 January 2026The Discovery partnered with OLLI at UNR to offer Discover With OLLI annual memberships, designed specifically for OLLI members. In addition to standard membership benefits, OLLI members receive exclusive benefits. The partnership reinforces both institutions' commitment to lifelong learning.
• Cambio (NSF-funded project)coreStrategic or Co-development Partner · 8 August 2023National Science Foundation-funded professional development project for informal learning institutions. The Discovery was selected for Cohort 3 alongside KidZone Museum, Space Center Houston, Butterfly Pavilion, and Museum of Science, Boston. The program focuses on building understanding, trust, and relationships with the Spanish-speaking community through year-long professional development.
• Desert Research Institute (DRI)coreStrategic or Co-development Partner · 9 May 2019Co-host of the Northern Nevada Science & Technology Festival, the first-ever regional festival connecting the community with local science and technology organizations through free evening events and K-12 school programming. Major collaborators include Fleischmann Planetarium, Challenger Learning Center, Sierra Nevada Journeys, and others.
• Association of Science and Technology Centers (ASTC) Passport ProgramcoreChannel Partner/ Reseller/ DistributorThe Discovery is a member of the ASTC Passport Program, a network of 400+ science museums and centers worldwide that offer free or reduced admission to one another's members who hold premium family memberships. Discovery Members receive reciprocal benefits at participating institutions globally.
• University of Nevada, Reno (UNR)coreStrategic or Co-development PartnerUNR microbiology students participate in service learning at the museum, designing and leading hands-on science activities. UNR students receive free museum admission with valid student ID. The museum also hosts UNR Pack Internship Grant Program participants for semester-long paid internships in development, marketing, and other areas.
• Truckee Meadows Community College (TMCC)minorStrategic or Co-development PartnerTMCC students receive free museum admission with valid student ID, expanding access to science education for the college community.
• NV EnergyminorGTM or Marketing PartnerPresenting sponsor of the 2019 Northern Nevada Science & Technology Festival, providing primary funding for the event that connected the community with local science and technology organizations.
• TeslaminorGTM or Marketing PartnerSupported the 2019 Northern Nevada Science & Technology Festival as a sponsor, contributing to the event connecting the community with local science and technology organizations.
• Click BondminorGTM or Marketing PartnerSupported the 2019 Northern Nevada Science & Technology Festival as a sponsor, contributing to community STEM engagement.
• Dolan Auto GroupminorGTM or Marketing PartnerPresenting sponsor of the 2018 and 2019 Chemistry of the Cocktail annual fundraising events. Has cumulatively donated $100,000 to The Discovery, earning Corporate Philanthropist of the Year recognition.
• Race178minorGTM or Marketing PartnerOrganizer of the Leprechaun Race 5k run/walk, which has raised over $31,000 for The Discovery over five years. The 6th annual race in 2018 raised $5,393 for the museum.
• Northern Nevada HOPESminorGTM or Marketing PartnerPartnered with The Discovery at Social Science events, engaging visitors with sex education workshops and discussions on sexual orientation and gender identities in a fun, science-based format.
• Whole Foods Market RenominorGTM or Marketing PartnerProvided sweet and savory food samples at Social Science events, supporting the adults-only science programming series.
• Bibo Coffee CompanyminorGTM or Marketing PartnerProvided coffee samples at Social Science events, supporting the adults-only science programming series.
• U.S. BankminorGTM or Marketing PartnerSponsor of Chemistry of the Cocktail fundraising events and Social Science adults-only series.
• JPMorgan Chase & Co.minorGTM or Marketing PartnerSponsor of the live auction at Chemistry of the Cocktail 2018, contributing unique experience items including tickets to A Night in the Country and private plane rides.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Others

• MIT Museum: University-affiliated science and technology museum at MIT featuring hands-on exhibits, K-12 programming, and rotating exhibitions. Comparable nonprofit museum operating model with STEM education focus, though larger and more established.

Direct peers

• Discovery Place (Charlotte, NC): Discovery Place is a multi-museum science center in Charlotte, NC, operated by a nonprofit. It is the most directly comparable peer—new CEO Heather Norton served as Chief Science Officer there generating $8.7M in annual revenue and serving ~400,000 visitors, the same operating model as The Discovery.
• Impression 5 Science Center: Lansing, MI-based nonprofit hands-on science center with similar visitor scale (~200K annually), field trip programs, and rotating exhibits. Closest mid-size comparable in mission and operating model.
• KidZone Museum: Truckee, CA-based children's museum and fellow Cambio Cohort 3 member with The Discovery. Smaller-scale direct peer also serving the Reno/Tahoe region with hands-on educational programming.
• Lawrence Hall of Science: UC Berkeley-affiliated public science center offering hands-on STEM exhibits, school field trip programs, and outreach to underserved communities. Comparable scale, nonprofit model, and educational programming focus.
• Orlando Science Center: Florida nonprofit science center with hands-on exhibits, school field trips, camps, and traveling exhibitions. Heather Norton previously served as VP of Education here, making it a documented comparable.

Broad incumbents

• Exploratorium: San Francisco-based nonprofit science museum with hands-on interactive exhibits, teacher professional development, and STEM learning research. Larger and more established peer in the same hands-on science museum category.

Emerging players

• Space Center Houston: Nonprofit science and space exploration learning center, fellow Cambio Cohort 3 member with The Discovery. Comparable informal STEM education model with a more specialized focus.
• Butterfly Pavilion: Colorado-based nonprofit invertebrate zoo and discovery center, also a fellow Cambio Cohort 3 selection. Comparable in nonprofit operating model, informal STEM focus, and community outreach emphasis.

Regional players

• Fleischmann Planetarium: UNR-affiliated planetarium in Reno, NV. Collaborator on the Northern Nevada Science & Technology Festival co-hosted with The Discovery. Local regional peer with adjacent STEM education focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/NVDiscoveryMuseum?feature=mhee
• Facebookfacebook.com/pages/Nevada-Discovery-Museum/109176309140346
• LinkedInlinkedin.com/company/terry-lee-wells-nevada-discovery-museum
• Instagraminstagram.com/nevadamuseum

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Terry Lee Wells Nevada Discovery Museum