High Museum of Art

What High Museum of Art does

The High Museum of Art is a private nonprofit art museum located at 1280 Peachtree Street NE in Midtown Atlanta, operating as part of the Woodruff Arts Center campus alongside the Alliance Theatre and Atlanta Symphony Orchestra. Founded in 1926 when Harriet "Hattie" High donated her family's residence to the Atlanta Art Association, the museum houses a permanent collection of more than 20,000 works across seven curatorial departments — African Art, American Art, Decorative Arts and Design, European Art, Folk and Self-Taught Art, Modern and Contemporary Art, and Photography (with over 8,500 photographs). The museum's 312,000-square-foot campus comprises the 1983 Richard Meier-designed Stent Family Wing and the 2005 Renzo Piano expansion (Wieland Pavilion and Anne Cox Chambers Wing), which together more than doubled the original footprint. The High generates revenue across multiple streams: general admission ($23.50), a 12-tier membership program ranging from $90 (Individual) to $25,000+ (Director's Circle Cabinet), paid docent-led group tours ($450-$1,800), private event rentals, parking fees, on-site dining (CJ's Cafe and Elise), a museum shop, and an annual Wine Auction that has raised $37 million since 1993 to support exhibitions and education.

The museum's core technology centers on collections management, exhibition design, and visitor experience infrastructure, anchored architecturally by Renzo Piano's northern-light filtration system (velas/sails) in the Wieland Pavilion Skyway galleries, designed to protect artwork while providing optimal viewing conditions. The Greene Family Learning Gallery offers an interactive CREATE/EXPERIENCE space for children from infants to eight years old. Digital infrastructure includes the LINK publications platform and the my.high.org online ticketing and member portal. The High pursues a direct-to-consumer GTM motion selling tickets and memberships to individual visitors, families, and groups, supported by community partnerships (Title I school programs, university collaborations), events programming (Friday Nights, Friday Jazz, Wine Auction, Driskell Prize Gala), and corporate sponsorships anchored by Delta Air Lines. Customer segments span individual visitors and families, K-12 students and educators (433,000+ served through Art Access since 2006), members/patrons, older adults and seniors (including Alzheimer's programs), corporate and group clients, and young professionals (Circle Salon). Notable partnerships include the 2006-2008 Louvre Atlanta collaboration (1.3 million visitors), the Georgia State University neuroarts research initiative, and reciprocal membership networks (NARM, ROAM, MARP). Leadership is provided by Director Randall Suffolk (since 2015) and an executive team including CFO Bergan Burnett and Chief Curator Kevin W. Tucker.

Name

High Museum of Art

Legal name

High Museum of Art

Website

https://high.org

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

101–250 employees

Short description

The High Museum of Art is a private nonprofit art museum in Midtown Atlanta housing 20,000+ works across seven curatorial departments, serving individual visitors, families, K-12 students, and corporate partners through admissions, a 12-tier membership program, and the annual Wine Auction.

Ownership category

akta.pro rank

Product category

Art Museum and Cultural Institution

NAICS

Museums (712110), Museums (71211), Museums, Historical Sites, and Similar Institutions (712), Museums, Historical Sites, and Similar Institutions (7121), Art Dealers (459920)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Museum, Zoo & Attraction Gift Shops (CRALAJAG), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Art museum operations
• Cultural exhibitions
• Museum membership programs
• Art education programs
• Private event venues

Headquarters

HQ city

Atlanta

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, Others

Revenue model

1. Membership Dues: Annual membership programs ranging from $90 (Individual) to $25,000+ (Director's Circle Cabinet), providing free admission, parking, discounts, and exclusive access to events and exhibitions.
2. Admission Tickets: General admission tickets provide access to collection galleries and most special exhibitions. Adults (6+) are $23.50; children 5 and under enter free. Museum Pass available for $48 annually.
3. Wine Auction: High Museum Atlanta Wine Auction, founded in 1993, is the museum's largest annual fundraising event. Has raised $37 million over 30 years to support exhibitions, educational initiatives, and public programs.
4. Group Tours and Programs: Revenue from docent-led tours for groups (pricing from $450 for 1-12 guests to $1,800 for 37-48 guests), virtual art conversations ($50-$100), and educational programs.
5. Museum Shop and Dining: Retail merchandise through museum shop with 10% member discount, and dining at CJ's Café and Elise restaurant.
6. Private Event Rentals: Venue rentals for private events including weddings, photography shoots, and corporate events in spaces like Robinson Atrium and Wieland Pavilion Grand Lobby.
7. Corporate Sponsorships: Corporate sponsorship packages for Wine Auction and other events, with presenting sponsors like Delta and various benefactor levels.
8. Parking Fees: Weekday parking rates of $18 (1-5 hours) and $20 (5+ hours); nights and weekends flat rate $25; evening events $30. Members park free during daytime hours.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

The High Museum of Art operates a single-site art museum in midtown Atlanta offering ticketed public access to a permanent collection of 20,000+ works of art, rotating special exhibitions, and a layered portfolio of educational, family, and member programs. Core revenue-generating offerings include general admission tickets, annual memberships across multiple tiers, docent-led and self-guided group tours, K-12 school field trips, virtual art conversations, private venue rentals, an on-site museum shop and restaurants, and signature programs including the annual Wine Auction and the Driskell Prize gala.

Product overview

The High Museum of Art is a single-site art museum offering a unified portfolio of visitor services, educational programs, and membership offerings. The core offering includes general admission access to 19,000+ works of art across seven collection areas (African, American, Decorative Arts and Design, European, Folk and Self-Taught, Modern and Contemporary, and Photography). The museum's service portfolio encompasses ticketed admission and membership programs (Individual through Director's Circle tiers), guided and self-guided tours, student field trips, virtual art conversations, private event rentals, and family programs including art camps and the Greene Family Learning Gallery. Cultural programming includes Friday night events (HIGH Frequency Friday, Friday Jazz, VIP Nights), art making workshops (Drawing from Experience, Studio Workshops, Studio Classes), Culture Collective lifelong learning offerings, and dining amenities. The museum operates major annual fundraising events including the Wine Auction (raising $37M since 1993) and awards the David C. Driskell Prize for African American art. Digital offerings include LINK publications and digital collection access.

Differentiator

Problem solved

Functional benefit

Brands

• High Museum Atlanta Wine Auction: The museum's largest annual fundraising event, founded in 1993, raising over $37 million to support exhibitions and educational programs.
• David C. Driskell Prize
• Driskell Prize

Products and services

• Museum Admission Tickets General admission tickets providing access to collection galleries and most special exhibitions for individuals and families, with adults $23.50 and children 5 and under free.
• Membership Programs Annual membership tiers from $90 Individual to $25,000+ Director's Circle Cabinet, providing free admission, free parking, discounts at the museum shop and café, guest passes, reciprocal benefits at 120-1,800+ partner museums, and invitations to exclusive events and curator-led tours.
• Guided Tours Docent-led tours of collections and exhibitions for adults, youth, school groups, patrons, and self-guided visitor groups, with pricing from $450 for 1-12 guests up to $1,800 for 37-48 guests.
• Virtual Art Conversations Virtual Zoom programs led by museum educators exploring artworks and themes, priced at $50 for 30 minutes or $100 for 60 minutes for organized groups.
• Student Field Trips and Art Access Self-guided and docent-led school group visits (PreK through 12) with workshops; the Art Access program provides free admission, transportation, and teacher resources to Title I schools, serving 433,000+ students since 2006 and 23,100 students in FY25 alone.
• Private Event Rentals Venue rentals for meetings, lectures, weddings, photography and film shoots, and corporate events held in spaces such as the Robinson Atrium and Wieland Pavilion Grand Lobby, coordinated through Woodruff Arts Center Special Events.
• Friday Night Programs Extended-evening programming featuring HIGH Frequency Fridays (first Friday monthly with DJs), Friday Jazz (third Friday with live jazz), cash bars, and VIP Nights for special exhibitions, running alongside the museum's regular Tuesday-Sunday hours.
• Art Making Programs Workshops and multi-session classes — including Drawing from Experience, Studio Workshops, and Studio Classes — led by professional teaching artists for adults.
• Summer and Spring Break Art Camps Weeklong camps for rising 1st through 8th graders, led by professional teaching artists who guide participants through gallery exploration and creation of original artworks.
• Culture Collective Lifelong learning programs for adults including conversations, workshops, Access for All days, Musing Together (for individuals with early-stage Alzheimer's and their care partners), and Art After Loss support groups.
• High Museum Atlanta Wine Auction Annual charity wine auction and gala — the largest charity wine auction benefiting the arts in the U.S. — featuring winemaker dinners, live and virtual auctions, and presenting sponsor Delta Air Lines; has raised $37 million since 1993 to support exhibitions and educational programs.
• David C. Driskell Prize First national award honoring contributions to African American art and art history, supported by an annual gala that recognizes field-defining artists and scholars and supports acquisition of African American art.
• Museum Shop On-site gift shop offering art-inspired merchandise, books, prints, and gifts with a 10% discount for museum members.
• Dining — CJ's Cafe and Elise On-site food and beverage service including CJ's Cafe (salads, sandwiches, and snacks) and Elise restaurant featuring French- and Italian-inspired cuisine.

Quantifiable outcome

• 433,000+ students served through Art Access since 2006
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and flagship.

• Georgia State UniversitycoreStrategic or Co-development Partner · 5 March 2026Interdisciplinary collaboration at the forefront of neuroarts, combining artistic expression and neuroscience to study the impact of art on brain health and social well-being across different populations.
• Atlanta Symphony OrchestracoreStrategic or Co-development Partner · 5 March 2026Local arts institution collaborating with Georgia State University and the High Museum of Art in neuroarts research to study art's impact on brain health and social well-being.
• ZD WinesflagshipGTM or Marketing Partner · 1 January 2026Winery of Honor for 2026 High Museum Atlanta Wine Auction. ZD Wines has been a participant for over 30 years, representing one of the longest-standing relationships in the auction's history. Founded in 1969 in Napa Valley.
• Delta Air LinesflagshipGTM or Marketing Partner · 1 January 2026Presenting Sponsor of the 2026 High Museum Atlanta Wine Auction.
• Billecart-SalmoncoreGTM or Marketing Partner · 1 January 2026Champagne Partner for the 2026 Wine Auction, providing premium champagne for auction events.
• Musée du LouvreflagshipStrategic or Co-development Partner · 1 January 2006Louvre Atlanta was a three-year partnership (2006-2008) bringing 493 treasures from the Louvre's collection to Atlanta. Six exhibitions attracted 1.3 million visitors including nearly 140,000 students from all 50 states.
• Woodruff Arts CenterflagshipStrategic or Co-development PartnerShared campus at 1280 Peachtree St NE housing the High Museum of Art, Alliance Theatre, and Atlanta Symphony Orchestra. Woodruff Arts Center manages parking garage and special events coordination for the shared facilities.
• Selldorf ArchitectscoreStrategic or Co-development PartnerInternationally renowned architectural firm that collaborated with the High on the 2018 collection gallery reinstallation and redesign, covering all seven curatorial departments.
• ROAM (Reciprocal Organization of Associated Museums)coreChannel Partner/ Reseller/ DistributorReciprocal membership program providing Dual/Family members free or discounted admission to 120+ participating museums.
• NARM (North American Reciprocal Museum)coreChannel Partner/ Reseller/ DistributorReciprocal membership program providing Contributing+ members free or discounted admission to 1,200+ museums across North America.
• MARP (Museum Alliance Reciprocal Program)coreChannel Partner/ Reseller/ DistributorReciprocal membership program providing Patron+ members additional reciprocal benefits at 40+ art museums.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• The Phillips Collection: Smaller but highly regarded American art museum in Washington, D.C. with a comparable intimate-house-plus-expansion model, modern and contemporary focus, and similar membership-driven revenue structure — useful comp for collection and programming strategy.
• Cleveland Museum of Art: Mid-major American art museum with comparable collection, Marcel Breuer 1971 building plus 2012 expansion, free general admission, and strong education programming — overlapping operating model and visitor engagement.
• Mint Museum: Regional art museum in Charlotte, NC with similar Southeastern footprint, comparable collection scale (60,000+ works), and overlapping programming model in design and American art — a closer regional competitor.
• Virginia Museum of Fine Arts: State-supported art museum in the Southeast with similar regional scope, significant collection (50,000+ works), free general admission, and robust education programming — a close geographic and operational peer.
• Nelson-Atkins Museum of Art: Comparable mid-major American art museum with a similar collection size (40,000+ works), acclaimed Bloch Building expansion (Steven Holl, 2007), and strong community engagement and free admission model in a similar peer-tier city.
• Dallas Museum of Art: Major regional art museum comparable in scale and operating model to the High, with a similarly sized collection, Pritzker Prize-winning architecture (Willingham by Edward Larrabee Barnes, 1984 expansion), and focus on free general admission and education programming in the U.S. South.
• Philadelphia Museum of Art: Major U.S. art museum with comparable collection breadth, Frank Gehry-led campus renovation (now complete), and similar membership/ticketing structure; competes with the High for blockbuster traveling exhibitions and corporate sponsorship.

Broad incumbents

• Art Institute of Chicago: Top-tier U.S. art museum with significantly larger collection and endowment; competes with the High for blockbuster touring shows, corporate sponsors, and high-net-worth donors across the broader U.S. art market.
• The Metropolitan Museum of Art: Largest U.S. art museum and global incumbent; competes for blockbuster exhibition partnerships, traveling show flow, and major patron/donor mindshare across the entire U.S. art ecosystem.
• Museum of Modern Art (MoMA): Largest modern art institution globally with massive permanent collection and endowment; competes for traveling exhibitions, corporate partnerships, and major donor relationships in the modern and contemporary segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/highmuseumofart
• Facebookfacebook.com/HighMuseumofArt
• LinkedInlinkedin.com/company/high-museum-of-art

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 High Museum of Art