Bernie ­Marcus | American Zoo and Aquarium Association | Atlanta | food service

Apparently, having visitors stand in front of a stagnant tank or two staring at a bunch of plain-Jane ocean dwellers just doesn't cut it anymore. And that's why you're seeing the addition of features like intimate behind-the-scenes tours, 3-D movies complete with crooning Nemo-like characters, food service from celebrity chefs like Wolfgang Puck, and even elaborate ballrooms that can be rented out for parties. Says Ken Peterson, spokesperson for California's famed Monterey Bay Aquarium, "In addition to new aquariums like the one in Atlanta, you're seeing more and more major additions and renovations to existing aquariums. It's a constant effort to keep our facilities fresh and inviting so visitors keep coming back." That effort is paying off, according to the American Zoo and Aquarium Association, which claims that since 2002, aquarium memberships have been at an all-time high, and that in many cities, aquariums and zoos have the highest attendance of any cultural institution in town.

THE GEORGIA AQUARIUM, which opened last November, is the standard bearer for this new strain of state-of-the-art aquariums, thanks to a man named Bernie ­Marcus. Marcus, cofounder of the Atlanta-based hardware chain the Home Depot and a 77-year-old philanthropist, wanted to give something back to the community. So he reached into his pocket and pulled out more than $250 million for the creation of what he calls "something that nobody in the industry has ever done before." But Marcus did more than just write the check. He toured 56 aquariums in 13 countries across the globe, researching what worked and what didn't, and, with his team, came up with what they considered the ultimate aquarium experience.