Shoppertainment with a Splash at Acuario Michin CDMX

A Dream Realized in Mexico City

Opening Acuario Michin CDMX proved to be a long and ambitious project. According to Alvarez, the dream of bringing the Michin concept to Mexico City first began in 2013. With the timing and circumstances cited as not advantageous at the time, the team delayed groundbreaking in Mexico City.

Meanwhile, the first Michin Aquarium opened in Guadalajara in April 2017. The success of that initial location—combined with valuable lessons learned from visitors—paved the way for expansion.

In December 2019, a second location opened in Puebla within the Parque Puebla shopping mall. And finally, after years of planning and three years of construction, Acuario Michin CDMX in Mexico City opened on Oct. 16, 2023, marking the culmination of a decade-long dream.

Alvarez emphasizes that each new location builds upon the successes and lessons of the previous ones. “Every time it gets better,” he says, highlighting the team’s commitment to continuous improvement. By collaborating with experts and testing new concepts, the Michin team ensures each aquarium offers a unique and enriching experience.

A Mission of Conservation and Education

At the core of Acuario Michin’s mission are five key objectives: rescue, conservation, investigation, education, and recreation. These pillars guide every aspect of the aquarium’s operations, from exhibit design to staff training. Alvarez says the goal is not only to showcase marine life but also to instill a sense of responsibility in visitors, particularly children.

Acuario Michin is often approached by the local government to serve as a place of refuge for animals confiscated in illegal trade. Some animals—such as those found in a current exhibit of guinea pigs—find a permanent residence at the aquarium, while others are temporary residents until they can be returned to their natural habitats. This program is on display at the aquarium, and Alvarez believes its educational value cannot be overstated.

“We help plant a seed for the children so they can learn and defend sustainability,” Alvarez says. The aquarium’s approach to education is innovative and engaging, combining entertainment with learning. By making the experience fun and interactive with digital and physical components, Alvarez’s team believes children are more likely to absorb important lessons about conservation and share them with their families.

Excellence With Staffing and Training

Behind the scenes, the success of Acuario Michin is driven by an on-site team housed inside the attraction’s administrative space. Day-to-day business, such as marketing, sales, and other administrative functions, is carried out here.

Alvarez explains that from the beginning, the company has operated under a specific organizational framework, which includes committees that help dictate decision making in finance, construction, and operations. This structure allows the team to focus on their shared goals of conservation and education. “From day one, we were able to get help from many people that know more than us from different enterprises, and by listening to them, we were able to create the Acuario Michin concept,” says Alvarez. “And then we learn that the most important thing that Acuario Michin has is the people.” Alvarez emphasizes the importance of empowering staff to take ownership of their roles.

Training is a continuous process at Acuario Michin. The team collaborates with international organizations like the Dallas Aquarium, San Diego Zoo, and SeaWorld to stay at the forefront of best practices. Veterinarians and other specialists receive ongoing training to ensure the highest care standards for the animals.

Michin says its focus of fostering a culture of collaboration and innovation contributes to the aquarium’s delivery of exceptional experiences and commitment to conservation goals.

Engagement Through Entertainment and Education

One of the standout features of Acuario Michin is the attraction’s ability to engage children and families in a meaningful way. Alvarez and his team are aware that today’s children are accustomed to instant gratification and therefore have shorter attention spans. To meet the needs of this key demographic, the aquarium incorporates interactive and physical activities that keep children captivated while also encouraging engagement with their families.

The entertainment aspect is carefully designed to complement the educational mission. For example, digital exhibits and hands-on activities allow children to learn about marine life and conservation in an engaging and memorable way. By combining fun with education, the aquarium ensures that visitors leave with a deeper understanding of the importance of protecting the planet.

Alvarez is grateful for positive guest feedback from families with children who visit Acuario Michin. “When they say to their parents, ‘Please, bring me back,’ we know we are doing something right,” he says.

Another first for the company is its FEC component that occupies the top level of the building. Attractions include trampolines, laser tag, a ropes course with suspension bridges, climbing walls, roller skating, bowling, axe throwing, and a counter service restaurant.

Challenges and Lessons

The Michin team has faced its share of challenges when launching the attraction. One notable example involved a giant octopus exhibit. While this species is a popular one in the United States, the team discovered that maintaining the precise temperature conditions required for the octopus was difficult in Mexico due to frequent power outages. Even a brief fluctuation in temperature could negatively impact the animal’s well-being.

Rather than compromise their commitment to animal welfare, the team made the difficult decision to discontinue the exhibit. “Our main goals are to preserve, conserve, and free the species we work with,” Alvarez explains. This dedication to ethical practices underscores the aquarium’s mission.

Another challenge was understanding the preferences of Mexican visitors. Early market research for the Guadalajara location relied heavily on international perspectives, which didn’t fully align with local expectations. Over time, the team learned to listen more closely to Mexican audiences, leading to the integration of entertainment elements that resonate with families. This adaptability has been key to the aquarium’s success.

Inspiring the Next Generation

As Acuario Michin CDMX operates in its second year, the team remains focused on its mission to inspire and educate. Alvarez believes that the key to a sustainable future lies in engaging children and teaching them the value of conservation. By creating a space where families can learn and grow together, the aquarium is planting seeds of change that will benefit future generations.

One of the unique features of Acuario Michin is the focus on Mexican culture and biodiversity. This enables the aquarium to showcase native species and ecosystems. This emphasis on local conservation also sparks engagement, allowing visitors to connect with the subject matter and exit the experience with a new mindset.