The Whale Museum

What The Whale Museum does

The Whale Museum is a 501(c)(3) nonprofit organization founded in 1979 in Friday Harbor, Washington, operating as the first museum in the United States dedicated to a species living in the wild. The museum operates a two-floor Gallery of Whales exhibit at 62 1st Street and delivers a combined portfolio of education, research, and conservation programs focused on Southern Resident killer whales and the Salish Sea ecosystem. Core research programs include the Whale Hotline Sightings Network (initiated 1976, maintaining 45+ years of longitudinal data submitted annually to NOAA), the SeaSound Remote Sensing Network operating a 24/7 hydrophone array at Lime Kiln Point State Park, the Soundwatch Boater Education Program, and the Marine Mammal Response Program. Education products include classroom and group programs (Southern Resident Killer Whales, Acoustics Lab, Steller Sea Lion Lab, Gray Whale Project), Salish Sea Explorer Kit rentals, virtual tours, and a Summer Lecture Series live-streamed on YouTube.

The museum generates revenue through a diversified set of streams: museum admission fees ($13 general, $9 senior, $6 youth), gift shop merchandise, the Orca Adoption Program (annual subscriptions at $50-$80), annual memberships (starting at $25), educational program fees ($100-$150), Salish Sea Explorer Kit rentals ($65), donations, and business sponsorships across four tiers. GTM motion is primarily direct-to-consumer through the physical Friday Harbor destination and tourism traffic, complemented by e-commerce, digital content (YouTube live streams, hydrophone webcast), and direct sales to schools for educational programming. The marketing mix spans organic social media, email newsletters, events, grassroots word-of-mouth through the Whale Hotline sightings network, and a referral-style business sponsorship program.

Operationally, the organization runs with 1-10 employees supplemented by 90+ volunteers across 8 islands, with strategic partnerships anchoring research and education delivery. Core partners include NOAA National Marine Fisheries Service (regulatory and data), SeaDoc Society (Marine Mammal Response Network since 2002), SMRU Consulting (hydrophone operations), Center for Whale Research (orca population monitoring), Pacific Whale Watch Association (Be Whale Wise guidelines), and University of Washington's Friday Harbor Labs (necropsy operations). The organization holds an EIN of 91-1007501 and is governed independently with no parent company or external ownership interests.

Name

The Whale Museum

Legal name

The Whale Museum

Website

https://whalemuseum.org

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1–10 employees

Short description

The Whale Museum is a 501(c)(3) nonprofit in Friday Harbor, Washington, founded in 1979 as the first U.S. museum dedicated to a species living in the wild. It operates exhibits, education programs, marine mammal research, and conservation initiatives for the Southern Resident orcas and Salish Sea ecosystem.

Ownership category

akta.pro rank

Product category

Marine Conservation Museum

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (712110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Wildlife Watching & Encounters (Birding, Whale Watching, Primates) (THAJAIAC)

Keywords

• Marine mammal conservation
• Whale education programs
• Museum exhibits
• Acoustic monitoring
• Wildlife response

Headquarters

HQ city

Friday Harbor

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Museum Admission: Visitors pay admission fees to access the exhibit hall and gallery of whales. General admission $13, seniors $9, youth $6, children 5 and under free.
2. Gift Shop and Merchandise: Sale of apparel, housewares, books, stickers, jewelry, stuffed animals, and Whale Museum exclusive items. Products include Orca-themed merchandise, marine biology educational items, and partner brand products.
3. Orca Adoption Program: Recurring annual subscriptions ($50 individual, $75 family, $80 classroom) that include adoption certificate, biography, genealogy chart, 16-page booklet, newsletter subscription, monthly updates, patches, bumper sticker, and museum membership.
4. Museum Memberships: Annual memberships (starting at $25) offering free admission, discounts on programs and store, bumper sticker, and Cetus newsletter.
5. Donations: Tax-deductible donations supporting Soundwatch Boater Education, Marine Mammal Response Program, education department, and general operations. Accepts donor-advised fund contributions (EIN 91-1007501).
6. Educational Programs and Tours: Fee-based educational programs for schools and groups including Southern Resident Killer Whales, Cetaceans of the Salish Sea, Orca ID, Gray Whale Project, Steller Sea Lion Lab, and Acoustics Lab. Group tours with guided and unguided options.
7. Salish Sea Explorer Kit Rentals: $65 rental fee for portable museum-quality educational kits including specimens, lesson plans, and activities for teachers and parents.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

The Whale Museum operates a public exhibit hall (Gallery of Whales), fee-based guided group tours, classroom and adult education programs, portable Salish Sea Explorer Kit rentals, an annual Orca Adoption subscription program, museum memberships, gift shop merchandise, and a free Summer Lecture Series. It pairs these visitor offerings with research and conservation programs: the Whale Hotline sightings network, a 24/7 hydrophone and webcam at Lime Kiln Lighthouse (SeaSound Remote Sensing Network), the Soundwatch Boater Education Program, and a NOAA-authorized Marine Mammal Response Program for stranded marine mammals in San Juan County.

Product overview

The Whale Museum is a nonprofit organization in Friday Harbor, Washington, operating since 1979 as the first museum in the country devoted to a species living in the wild. The museum offers a unified portfolio of educational and research products centered on whale conservation in the Salish Sea. Core offerings include the Exhibit Hall/Gallery of Whales, Group Tours, and Education Programs (Southern Resident Killer Whales, Cetaceans of the Salish Sea, Flipper Footed Friends, Orca ID, Acoustics Lab, Gray Whale Project, Steller Sea Lion Lab). Research programs include the Soundwatch Boater Education Program, Marine Mammal Response Program, Whale Hotline Sightings Network, and SeaSound Remote Sensing Network with hydrophone and webcam. The museum also offers memberships, the Orca Adoption Program, donations, and gift shop merchandise. Educational products include Salish Sea Explorer Kits and Summer Lecture Series. The museum serves as a 501(c)(3) nonprofit organization with programs supporting the Southern Resident killer whales and the broader Salish Sea ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Soundwatch: Soundwatch Boater Education Program created by The Whale Museum in 1993 with the mission of preventing vessel disturbance to killer whales and other marine life in the Salish Sea.
• SeaSound Remote Sensing Network
• Whale Hotline

Products and services

• Exhibit Hall (Gallery of Whales) Two-floor museum exhibit featuring the Gallery of Whales with displays on the orcas of J, K, and L Pods, artwork, models, artifacts, real whale skeletons, and a family tree of Resident orcas. Open to the public seven days a week during summer hours (10 AM–4 PM) at 62 1st Street, Friday Harbor, WA.
• Group Tours Guided and unguided museum tours for schools, camps, service organizations, and large families, led by experienced museum educators. Pricing tiers: General public ($25 base + per-person $6 senior/$7 adult/$4 youth, plus $25 surcharge for groups above 30) and Scholastic/Nonprofit ($20 base + $6 adult/senior/$3 student/youth, plus $20 surcharge for groups above 30).
• Education Programs Fee-based educational programs covering Southern Resident Killer Whales, Cetaceans of the Salish Sea, Flipper Footed Friends, Orca ID, Acoustics Lab, Gray Whale Project, and Steller Sea Lion Lab. Short programs $100 scholastic/nonprofit or $125 general public; Extended programs $125 scholastic/nonprofit or $150 general public. Virtual tours $50 scholastic / $75 non-scholastic.
• Salish Sea Explorer Kits Portable, museum-quality educational kits for teachers and parents featuring specimens, lesson plans, and activities, including Schooling with Salmon, Flipping Out with Pinnipeds, and Diving Into Cetaceans. $65 rental fee, maximum 2-week rental, pickup/dropoff at Friday Harbor or Anacortes.
• Orca Adoption Program Annual subscription adoption program for Southern Resident orcas with Individual ($50/year), Family ($75/year), and Classroom ($80/year) tiers. Each package includes a personalized adoption certificate with photo, biography, genealogy chart, 16-page booklet, Cetus newsletter subscription, monthly orca updates, Orca Steward patches, bumper stickers, and a 1-year museum membership. An eco-friendly email-only option is offered.
• Museum Membership Annual museum memberships starting at $25 (individual) and $50 (business) providing free admission, discounts on programs and the store, a bumper sticker, and a bi-annual Cetus newsletter.
• Business Membership & Sponsorship Annual business sponsorship program with named tiers: Business Champions ($2,000+), Business Advocates ($500+), Business Sponsors ($250+), and Business Enthusiasts ($100+), each with corresponding benefits and recognition.
• Gift Shop Merchandise Retail merchandise sold at the Friday Harbor museum store and online storefront, including apparel, housewares, tote bags, books, stickers, patches, stationery, stuffed animals, body care, jewelry, games, puzzles, and Whale Museum exclusives (e.g., Orca Pod Zip Hoodie, 2026 J/K Pod shirts, Wild Republic Orca Cuddlekins, Spyhop Logo Tote Bags, ORCA Patch Trucker Hats).

Quantifiable outcome

• 200+ education programs hosted in 2024 with participants from over 65 different schools
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• SeaDoc SocietycoreStrategic or Co-development Partner · 1 January 2002Collaboration began in 2002 with both organizations working together to run the Marine Mammal Response Network of staff, collaborators, and volunteers for San Juan County.
• SMRU Consulting North AmericacoreStrategic or Co-development PartnerOperates and maintains the hydrophone at Lime Kiln Point State Park in partnership with The Whale Museum. The hydrophone streams live 24/7 on the internet as part of the SeaSound Remote Sensing Network. Data ownership shared between both organizations under Creative Commons license.
• Salish Sea Hydrophone Network (OrcaSound.net)coreStrategic or Co-development PartnerGrowing coalition of scientists, educators and citizens working together to expand network of hydrophones throughout the Salish Sea. Network shares real-time underwater sounds and detects Orca sounds and ambient noise levels.
• Pacific Whale Watch AssociationminorStrategic or Co-development PartnerInternational partner in creation of Be Whale Wise guidelines for responsible whale watching. Soundwatch program monitors and enforces voluntary guidelines alongside this association.
• Cetus Society's Straitwatch ProgramminorStrategic or Co-development PartnerPartner in creation of Be Whale Wise guidelines for responsible whale watching in conjunction with U.S. and Canadian state and federal governments.
• NOAA National Marine Fisheries ServicecoreImplementation/ SI/ Consulting PartnerIssues permits for Soundwatch to monitor vessel and whale behavior. Marine Mammal Response Program operates under NMFS stranding agreement. Sighting data submitted annually for Southern Resident Killer Whale Recovery Plan.
• Wolf Hollow Wildlife Rehabilitation CenterminorImplementation/ SI/ Consulting PartnerSan Juan Island wildlife rehabilitation facility to which marine mammals requiring treatment may be transported from the stranding response network.
• SR3 Rehabilitation CenterminorImplementation/ SI/ Consulting PartnerSeattle-based rehabilitation center for marine mammals requiring treatment from the stranding response network.
• Northwest Aquatic & Marine Educators (NAME)minorStrategic or Co-development PartnerProgram supporter for Salish Sea Explorer Kits providing portable educational resources for teachers and parents.
• Salish Sea SchoolminorChannel Partner/ Reseller/ DistributorAnacortes, WA partner location for Salish Sea Explorer Kit pickup and dropoff. Also provides kit rental coordination.
• Center for Whale ResearchcoreStrategic or Co-development PartnerEstablishes birth years for orcas based on the best science. Critical data partner in Southern Resident killer whale population monitoring and identification.
• University of Washington's Friday Harbor LabsminorImplementation/ SI/ Consulting PartnerLocation of marine mammal pathology lab where necropsies are conducted on deceased marine mammals from the stranding response network.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/TheWhaleMuseum
• YouTubeyoutube.com/TheWhaleMuseum
• Facebookfacebook.com/TheWhaleMuseum
• Instagraminstagram.com/thewhalemuseum
• LinkedInlinkedin.com/company/the-whale-museum

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Whale Museum