Clearwater Marine Aquarium

Clearwater Marine Aquarium

Clearwater Marine Aquarium (CMA) is a non-profit organization in Clearwater, Florida, dedicated to the rescue, rehabilitation and release of injured marine animals, public education, and animal-assisted therapy and research. CMA is also home to Winter, the now celebrated dolphin with a prosthetic tail and upon whom the movie Dolphin Tale is based. After the movie was released, attendance to Clearwater Marine Aquarium skyrocketed and the organization engaged Integrated Insight to conduct a revenue assessment that could value the newly found intellectual property, and provide recommendations for improving the guest experience while awaiting construction of a new facility.

Integrated Insight conducted a holistic assessment of product, pricing and packaging, inclusive of ticket and event products, food and beverage, and merchandise. Recommendations called for a minimum improvement in EBITDA of over 25%, based on higher pricing and improved packaging of tickets, F&B, and merchandise; reduced discounting during peak demand periods; and higher pricing and penetration of premium experiences.

To improve the guest experience, Integrated Insight conducted site visits to capture data on utilization, guest distribution, guest flow, and wait times at attractions, F&B, retail, and other guest areas such as ticketing and parking. Through this analysis and operational data provided by CMA, we identified areas of opportunity and potential avenues for improving guest flow, increasing capacity, and enabling stronger capture of discretionary spending.


Market Assessment, Marketing, Sales, and Distribution Strategies, Operational Efficiency and Process Improvement, Pricing Strategy, Revenue and Profit Optimization