Greenwood Rising

What Greenwood Rising does

Greenwood Rising is a nonprofit 501(c)(3) history center located at 23 North Greenwood Avenue in Tulsa, Oklahoma, dedicated to educating the public about the 1921 Tulsa Race Massacre and the legacy of the Greenwood District (Black Wall Street). It opened in 2021 as the flagship project of the 1921 Tulsa Race Massacre Centennial Commission (TRMCC), which raised approximately $30 million, with $20 million allocated to the museum's building and start-up operations. The organization operates with 1-10 employees and has welcomed more than 170,000 visitors since opening, including descendants of massacre victims, students, tourists, law enforcement, and corporate groups. It serves a diversified audience that includes all Tulsa Public Schools 8th-graders on field trips, Tulsa and Wichita Police Department cadets, Oklahoma residents, and international visitors.

The core product is a four-gallery museum experience covering The Greenwood Spirit, Arc of Oppression, Changing Fortunes, and Journey to Reconciliation, combining survivor testimonies, holographic exhibits, multimedia installations, and immersive storytelling. Supporting technology platforms include the Boeing Virtual Experience (VR learning platform funded by Boeing's $500,000 multi-year grant), the Bloomberg Connects digital guide launched in August 2022, and six new interactive touchscreen kiosks deployed in September 2025 at an eighth-grade reading level. The museum's distribution combines self-serve online ticketing via Roller, timed walk-in admissions, group tours for 20+, an annual membership program, and a Shopify-based merchandise store.

The revenue model blends earned and contributed streams. Earned revenue includes tiered admissions ($15 adults, $10 seniors, $8 youth, free for children under 6), memberships, event tickets and sponsorships (annual gala, Green Book Experience, Books for Thought), and merchandise sales. Contributed revenue flows through donations on the Zeffy platform, foundation and corporate grants (Boeing, Arvest, Bloomberg Philanthropies, W.K. Kellogg, Hille Foundation, T.D. Jakes, Wells Fargo), and corporate partnership marketing (TTCU-sponsored Freedom Fridays for Oklahoma residents, Bank of America Museums on Us). Free-admission programs run monthly to expand access while leveraging sponsor co-marketing.

Name

Greenwood Rising

Legal name

Greenwood Rising

Website

https://greenwoodrising.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Greenwood Rising is a Tulsa-based 501(c)(3) history center that educates the public about the 1921 Tulsa Race Massacre and Black Wall Street through four immersive galleries, VR experiences, and digital guides, serving students, law enforcement, tourists, and survivor descendants.

Ownership category

akta.pro rank

Product category

Historical Museum and Cultural Education Center

NAICS

Museums, Historical Sites, and Similar Institutions (712), Historical Sites (712120), Museums (712110)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI)

Keywords

• History museum
• Cultural education
• Racial reconciliation
• Community heritage
• Historical exhibits

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Admission Tickets: Revenue from general admission tickets with tiered pricing by age group. Adults $15, Seniors $10, Youth $8, Children free.
2. Memberships: Annual membership program with exclusive perks including free admission, merchandise discounts, and event benefits
3. Donations: Charitable donations through Zeffy platform, accepting bequests and transfers deductible under 501(c)(3)
4. Merchandise Sales: Official online store (Shopify) selling merchandise with proceeds supporting operations and programming
5. Event Tickets and Sponsorships: Revenue from special events including gala tickets and sponsorship opportunities
6. Grants and Foundation Support: Funding from Boeing ($500,000 multi-year grant), Arvest Foundation ($30,000), Hille Foundation (land donation), and other corporate/foundation partners

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

Greenwood Rising is a nonprofit Black Wall Street History Center in Tulsa, Oklahoma that educates visitors about the 1921 Tulsa Race Massacre through four permanent galleries combining survivor testimonies, historical artifacts, holographic exhibits, and multimedia storytelling. The center offers timed-entry self-guided and docent-led tours, group and educational tours, community and author programs, and digital extensions via the Boeing Virtual Experience and the Bloomberg Connects digital guide.

Product overview

Greenwood Rising is a single-site museum/history center offering educational experiences about the Tulsa Race Massacre and Black Wall Street history. The core product is the Greenwood Rising History Center with four permanent galleries (The Greenwood Spirit, Arc of Oppression, Changing Fortunes, and Journey to Reconciliation). Supporting products include the Boeing Virtual Experience for remote access, the Bloomberg Connects digital guide for mobile access, Freedom Fridays free admission program, Books for Thought author series, Uplift & Rise community conversations, group/school tours, membership program, official merchandise store, and the Pathway to Hope outdoor walkway. The museum operates a timed ticketing system through the Roller platform and hosts educational programming including youth forums, commemorative events, and volunteer opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Greenwood Rising History Center The flagship Black Wall Street History Center museum in Tulsa, Oklahoma that tells the story of Tulsa's Historic Greenwood District and the 1921 Tulsa Race Massacre through four permanent galleries, combining multimedia exhibits, survivor testimonies, historical artifacts, and immersive storytelling. Offers self-guided and docent-led timed-entry tours for general visitors.
• Boeing Virtual Experience A virtual reality learning platform and 360 virtual tour funded by Boeing that lets visitors worldwide explore the History Center and Black Wall Street Gallery digitally. Includes a Youth Leadership Forum component.
• Bloomberg Connects Digital Guide Free digital guide on the Bloomberg Connects mobile app (iOS and Google Play) that makes Greenwood Rising accessible to onsite and offsite visitors through photo, audio, and video features.
• Freedom Fridays Program Free monthly admission program for Oklahoma residents, held on the second Friday of each month through December 2026 and sponsored by TTCU Federal Credit Union. Requires zip code verification.
• Annual Memberships Annual membership program offering exclusive perks including free admission, merchandise discounts, event benefits, and special access for survivors and descendants of the 1921 Tulsa Race Massacre.
• Group Tours Group tours for 20+ visitors with discounted admission rates and advance reservation (required at least 14 days in advance). Available as docent-led or self-guided experiences for schools, corporate groups, and civic organizations.
• Books for Thought Series Literary event series featuring authors who engage audiences in critical thought and examination of race in society through author talks, audience Q&A, and book signings.
• Uplift & Rise Community Conversations Community conversation series co-hosted with the Deep Greenwood Foundation, exploring ideas, initiatives, and partnerships that contribute to the growth and vitality of the Greenwood District.
• Official Online Merchandise Store Online store (Shopify) selling official Greenwood Rising merchandise and gifts, with all proceeds supporting operations and programming.
• Pathway to Hope Walkway Symbolic outdoor walkway connecting Greenwood District areas bisected by I-244 during urban renewal, featuring landscaping, lighting, and educational markers about Black Wall Street history.

Quantifiable outcome

• 170,000+ visitors welcomed since opening mid-2021
• +4 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Bank of AmericacoreGTM or Marketing Partner · 1 August 2023Bank of America's Museums on Us program provides free admission to Greenwood Rising on the first full weekend of each month for cardholders. This partnership is part of Bank of America's 25-year program covering 225+ cultural institutions nationwide.
• Bloomberg PhilanthropiescoreStrategic or Co-development Partner · 1 August 2022Greenwood Rising launched a digital guide on Bloomberg Connects, the free arts and cultural app created by Bloomberg Philanthropies. The guide makes the history and collection accessible to scholars, historians, teachers, and students anywhere in the world through photo, audio, and video features.
• TTCU Federal Credit UnioncoreGTM or Marketing PartnerTTCU sponsors Freedom Fridays, a program offering free admission to Oklahoma residents on the second Friday of each month. This partnership aligns with TTCU's focus on education and removes financial barriers for families to access cultural experiences.
• Tulsa Public SchoolscoreStrategic or Co-development PartnerAll Tulsa Public School eighth-graders attend field trip experiences at Greenwood Rising. The museum collaborated with TPS on developing interactive kiosks at an eighth-grade reading level for student accessibility.
• Tulsa Police DepartmentcoreStrategic or Co-development PartnerMuseum visit became part of Tulsa Police Academy curriculum in 2021 to help cadets understand the history of the neighborhood they will serve and acknowledge how TPD aided the white mob during the massacre.
• Oklahoma Center for Community and JusticeminorStrategic or Co-development PartnerCollaborative project on youth race and leadership forum in conjunction with Greenwood Rising.
• Oklahoma City National Memorial and MuseumminorStrategic or Co-development PartnerPartnership on youth exchange program connecting students with two of Oklahoma's most historic sites through the Road to Remembrance program.
• Deep Greenwood FoundationminorStrategic or Co-development PartnerDeep Greenwood Foundation co-hosts Uplift & Rise community conversation series, bringing together community leaders to explore ideas, initiatives, and partnerships for Greenwood District growth.
• Greenwood Cultural CentercoreStrategic or Co-development PartnerPart of the original TRMCC coalition; Greenwood Rising provides programming while Greenwood Cultural Center underwent renovation funded by the commission.
• John Hope Franklin Center for ReconciliationcoreStrategic or Co-development PartnerPart of the original TRMCC coalition; the Pathway to Hope provides walking route between John Hope Franklin Reconciliation Park and the Greenwood District core.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• National Civil Rights Museum: Located at the Lorraine Motel in Memphis, the National Civil Rights Museum is a similarly-scaled history museum focused on the U.S. civil rights movement and racial violence, with comparable educational programming, school group partnerships, and donor-supported operating model.
• Negro Leagues Baseball Museum: Kansas City museum dedicated to preserving Black baseball history; the previous employer of Greenwood Rising's current Executive Director, with a similar niche history-center mission, donor model, and curatorial approach to African American history.
• Oklahoma City National Memorial & Museum: Partner of Greenwood Rising through the Road to Remembrance youth exchange program, this Oklahoma museum covers the 1995 Oklahoma City bombing with a similar educational, commemorative, and reconciliation-focused mission and comparable visitor scale.
• Mississippi Civil Rights Museum: Mississippi state museum focused on the civil rights movement and racial violence, with shared donor base, comparable exhibition scale, and a similar mission of racial reconciliation and truth-telling through immersive galleries.
• The Legacy Museum: Operated by the Equal Justice Initiative in Montgomery, Alabama, the Legacy Museum covers slavery, lynching, and racial segregation with an immersive, technology-driven approach analogous to Greenwood Rising's four-gallery, holographic experience model.
• Whitney Plantation: A Louisiana site museum dedicated specifically to the history of slavery, with a comparable single-site, single-topic, donor-supported model and immersive educational focus on a specific traumatic chapter of American racial history.
• Birmingham Civil Rights Institute: Birmingham, Alabama institution covering the civil rights movement with educational programming, school group partnerships, and donor-supported operations similar to Greenwood Rising's structure and audience.
• Greenwood Cultural Center: Sister institution on Tulsa's Black Wall Street, recently renovated with TRMCC funds ($5.3M); shares the same subject matter, donor base, and partnership network as Greenwood Rising.
• John Hope Franklin Center for Reconciliation: Tulsa-based partner within the original TRMCC coalition, focused on reconciliation programming connected to the Greenwood District, with overlapping donor base and audience.

Broad incumbents

• National Museum of African American History and Culture: Smithsonian flagship for African American history, much larger in scale and federal funding, but overlaps in subject matter, educational programming, and donor appeal with Greenwood Rising's content and audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/GreenwoodRising

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors2 records

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 Greenwood Rising