Waco, Texas – The Dr Pepper Museum proudly announces a historic year of growth in 2024, with a record-breaking 256,796 paid visitors! This achievement marks an 18% increase over 2023 (218,037) and a remarkable 49% jump from 2022 (172,227), further solidifying the Museum as a cornerstone of Waco tourism and a must-visit destination for soda enthusiasts.
The steady rise in attendance highlights the Museum’s commitment to delivering engaging, award-winning exhibits, expanded programming, and celebrating the legacy of Dr Pepper, America’s oldest major soft drink and the nation’s second most popular soda.
“This incredible achievement highlights the Dr Pepper Museum’s vital role in Waco’s tourism industry,” said Hanna Andersen, Administrative Officer with the City of Waco’s Department of Economic Development and Tourism (Waco CVB). “As one of the city’s notable attractions, the Museum not only celebrates the rich history of an iconic brand but also creates an unforgettable experience that draws visitors from around the world to Waco. The City is thrilled to see this level of growth and looks forward to supporting the Museum’s continued success. Cheers!”
Highlights of the Museum’s growth include:
- Lifetime Attendance Milestone: Since opening its doors in 1991, the Museum has welcomed an incredible 3,070,998 visitors. Major milestones include the 1 millionth visitor in 2007, the 2 millionth visitor in 2019, and, most recently, the 3 millionth visitor in 2024. This achievement was celebrated with a special 10-2-4 Day event on October 24.
- Monthly Attendance Growth: The Museum experienced significant year-over-year increases, including a 44% rise in April, driven by increased tourism during the Solar Eclipse, and a 22% jump during the summer months compared to 2023. This contributed to a milestone of over a quarter-million paid visitors last year.
- Expanded Reach: The Museum has seen a steady rise in out-of-town visitors, with families and groups traveling to Waco to experience the unique blend of history, culture, and fun that the Dr Pepper Museum offers. Additionally, sponsorships and partnerships with organizations like Keurig Dr Pepper, Waco CVB, HEB, Whataburger, Camp Fimfo, Bird Kultgen Ford, the Billings Family Foundation, and others enabled additional outreach opportunities that expanded the Museum’s impact this year.
- New and Award-Winning Exhibits:
- Wilton’s Landing Exhibit: Opened Dec. 13, this exhibit highlights the evolution of convenience stores, their role in modern culture, and the expansion of Dr Pepper. It also shares stories of underrepresented communities in this part of history.
- AASLH Award of Excellence: The Museum received the American Association for State and Local History Award of Excellence for its bilingual exhibit The People Who Made Dr Pepper/Las Personas Que Hicieron el Refresco Dr Pepper in September. The Museum was the sole Texas recipient of this prestigious honor in 2024.
“This year has been a testament to the power of storytelling, community engagement, and the enduring love for Dr Pepper,” said Chris Dyer, President & CEO. “We are honored to reach 3 million lifetime visitors and share the story of Dr Pepper and the soft drink industry with guests from around the globe.”
About the Dr Pepper Museum: The Dr Pepper Museum educates, inspires, and entertains by sharing the stories of Dr Pepper and the soft drink industry. Located in the historic Artesian Manufacturing & Bottling Company and Kellum-Rotan Buildings, the Museum is the most visited cultural destination in Waco and the Original Home of the Dr Pepper Float. The Museum offers over 35,000 square feet of exhibits, popular experiences like Make-A-Soda and Taste-A-Soda, and handmade fountain drinks. In 2023, the Museum welcomed over 220,000 visitors. As a proud independent 501(c)(3) nonprofit organization, we are celebrating 34 years of public service in 2025. We are not owned or operated by Keurig Dr Pepper. (Please note, there is not a period after “Dr” in our name.) Click here for more information.
