The Museum of Broadway

Name

The Museum of Broadway

Legal name

Broadway Experiential, LLC

Website

https://themuseumofbroadway.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

The Museum of Broadway operates a 26,000-square-foot immersive museum in Times Square, New York, tracing Broadway's history through projection-mapped exhibits and behind-the-scenes displays, and serves tourists, theatre enthusiasts, school groups, and corporate event clients.

Ownership category

akta.pro rank

Product category

Cultural Museum / Immersive Attraction

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (7121), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

akta.pro secondary industries

Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Museum, Zoo & Attraction Gift Shops (CRALAJAG), Broadway & Commercial Theatre Productions (MPAGABAA)

Keywords

• Immersive museum exhibits
• Broadway history attractions
• Cultural tourism experiences
• Interactive theatre exhibits
• Times Square attractions

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Museum Admission Tickets: Single timed tickets and flexible tickets for museum admission. Timed tickets range $34-43, flexible tickets $49. Student tickets at $29 and senior tickets at $32 available Monday-Thursday. A portion of each ticket is donated to Broadway Cares/Equity Fights AIDS.
2. Annual Memberships: Standard Membership at $149 and Signature Membership at $499, providing unlimited free entry for passholders Sunday through Friday after 12pm, early access to events, welcome gifts, and VIP tour options.
3. Group Ticket Sales: Group pricing for parties of 10+ including standard group ($37.02+), senior group ($34.84*), and student group ($30.49*). Special Saturday morning pricing at $40.28.
4. Private Event Rentals: Full museum buyouts (26,000 sq.ft.), studio space rentals (480 sq.ft. cocktail/seated/lecture configurations), and special exhibit space (1,200 sq.ft.) for corporate events, receptions, and private parties. Event packages starting at $3,500+ with preferred catering vendors.
5. Gift Shop Sales: Merchandise from current Broadway shows, exclusive Museum of Broadway merchandise, Broadway-branded apparel, original set models and sketches, Hirschfeld prints, and upcycled materials from past shows.
6. Educational Workshops: Teaching Artist add-ons in private studio space, including deep dives into Broadway history with expert VIP tour guides offering The Classic Broadway Tour and Broadway's Jewish Legacy Tour.
7. Partnership Revenue: Revenue through partner restaurant discounts (10-15% commissions) and ticket bundled experiences like the InterContinental Broadway Immersion Package featuring museum VIP tours.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

The Museum of Broadway operates a 26,000-square-foot immersive self-guided museum experience in Times Square, New York City, that traces Broadway's history from 1732 to the present through projection-mapped video exhibits, immersive timeline environments, behind-the-scenes displays on Broadway production, and rotating special exhibits. The museum sells timed and flexible admission tickets, annual memberships (Standard and Signature), group tickets with educational workshops, and rents its space for private events and corporate buyouts, supplemented by a Broadway-themed gift shop.

Product overview

The Museum of Broadway is a single-site immersive museum experience located in Times Square, New York. Its core offering is a 26,000-square-foot self-guided walk-through that traces Broadway's history from 1732 to the present day, using projection-mapped videos, immersive timeline environments, and behind-the-scenes exhibits designed by internationally renowned artists and Broadway designers. The museum's portfolio also includes a rotating special exhibit program (e.g., The Craft of Puppetry), a gift shop selling Broadway merchandise, a mobile companion app, and an event calendar of panel discussions and conversations. Ticketing is offered through Standard and Signature annual memberships (with VIP tour options), group pricing for educational and corporate groups, and private event buyouts of the full museum or dedicated studio spaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Immersive Museum Experience (General Admission) A 26,000-square-foot self-guided immersive museum experience in Times Square, New York, featuring projection-mapped videos, immersive timeline environments, and behind-the-scenes exhibits that trace Broadway's history from 1732 to the present day. Sold as timed ($34-$43) and flexible ($49) tickets.
• The Craft of Puppetry Special Exhibit Special exhibit spotlighting Broadway puppetry, presented in partnership with the American Theater for Puppetry Arts and The Broadway Legacy Foundation, with a focus on the 2023 Broadway production of Life of Pi. Includes original concept drawings, prototypes, maquettes, and videos showing puppet design and construction.
• Group Tickets & Educational Workshops Group pricing for 10+ visitors (standard $37.02+, senior group $34.84, student group $30.49, Saturday morning groups $40.28) and educational workshops with Broadway Teaching Artists, including pre-visit lessons and post-visit activities for school, scout, corporate, and other groups.
• Private Event Rentals Private and corporate buyouts of the full 26,000 sq ft museum or dedicated studio/event spaces (480 sq ft cocktail/seated/lecture configurations and 1,200 sq ft special exhibit space) for receptions, talk-backs with Broadway professionals, launch events, and private parties. Event packages starting at $3,500+ with preferred catering vendors.
• Gift Shop A gift shop selling merchandise from current Broadway shows, exclusive Museum of Broadway-branded items, Broadway-branded apparel, original set models, Hirschfeld prints, and upcycled materials from past productions.
• Annual Membership Program Annual membership program with Standard ($149) and Signature ($499) tiers. Standard provides unlimited free entry Sun-Fri after 12pm, early access to events, and welcome gift. Signature includes everything in Standard plus one VIP tour experience (Classic Broadway Tour or Broadway's Jewish Legacy Tour) for passholder and up to three guests.

Quantifiable outcome

• Award winner - USA Today's 10Best 2024, 2025, 2026
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

42 partnerships are on record, tiered minor and core.

• P.S. KitchenminorGTM or Marketing PartnerVegan social business based in NYC that donates 100% of profits to charitable partners. Offers 10% off same-day Museum of Broadway ticket holders.
• Chazz PalminteriminorGTM or Marketing PartnerUpscale Italian restaurant in Midtown Manhattan featuring premium meats, fresh seafood, and handcrafted pastas. Offers 10% off a la carte menu with same-day museum ticket.
• Empire Steak HouseminorGTM or Marketing PartnerLuxurious dining experience in NYC known for prime dry-aged steaks and world-class wine selection. Offers 10% off a la carte menu across all locations with same-day ticket.
• Planet HollywoodminorGTM or Marketing PartnerNewly reimagined venue in Times Square featuring immersive dining with cutting-edge technology. Offers 15% off entire bill for museum guests.
• Hard Rock CafeminorGTM or Marketing PartnerIconic music and dining venue in Times Square. Museum guests receive $5 off $25 or more purchase.
• ArtechouseminorGTM or Marketing PartnerDigital and experiential art venue located inside Chelsea Market. Offers 20% off Adult tickets with same-day museum ticket.
• SpotHerominorGTM or Marketing PartnerParking reservation service. Provides parking information near the Museum of Broadway for visitors.
• The Drama LeagueminorStrategic or Co-development PartnerNational organization dedicated to supporting the development and production of new and innovative works of musical theatre.
• The John Gore OrganizationcoreStrategic or Co-development PartnerLeading theatrical producing organization. Listed as a producer and partner of the museum.
• Chicken GuyminorGTM or Marketing PartnerFast-casual chicken restaurant with bold flavors. Offers 10% off entire bill with same-day museum ticket.
• Havana CentralminorGTM or Marketing PartnerCuban-inspired restaurant near Times Square. Offers 15% off entire bill with same-day museum ticket.
• Sylvia's RestaurantminorGTM or Marketing PartnerIconic Harlem restaurant serving authentic soul food for over 60 years. Offers complimentary house drink with purchase of any entree.
• Burger & LobsterminorGTM or Marketing PartnerUpscale burger and lobster restaurant. Offers free appetizer with purchase of main course for museum guests.
• Barking DogminorGTM or Marketing PartnerNYC dining venue. Offers complimentary frozen margarita (happy hour size) with any meal order.
• BKLYN BlendminorGTM or Marketing PartnerBrooklyn-based fresh juices, smoothies, and Caribbean-inspired healthy food. Offers 10% off purchases up to $50.
• Hunt & Fish Club NYCminorGTM or Marketing PartnerUpscale steak and seafood restaurant. Offers free glass of wine with meal for museum ticket holders.
• 5 Napkin BurgerminorGTM or Marketing PartnerGourmet burger restaurant. Offers complimentary small fries with order of any entree.
• Broadway Cares/Equity Fights AIDScoreStrategic or Co-development PartnerNon-profit AIDS organization. A portion of every ticket sold is donated to Broadway Cares/Equity Fights AIDS.
• Al Hirschfeld FoundationcoreStrategic or Co-development PartnerFoundation preserving and promoting the work of American artist Al Hirschfeld. Provides archival materials and works for museum exhibits.
• New York Public LibrarycoreStrategic or Co-development PartnerMajor cultural institution providing archival materials and historical resources for Broadway exhibits.
• Concord TheatricalscoreStrategic or Co-development PartnerTheatrical publisher and licensing company. Provides historical materials and production resources for exhibits.
• PlaybillcoreStrategic or Co-development PartnerLeading Broadway publication and brand. Provides historical records and promotional partnership.
• SwarovskiminorGTM or Marketing PartnerCrystal and jewelry brand. Provides sponsorship and crystal elements for exhibits.
• Costume Industry CoalitionminorStrategic or Co-development PartnerOrganization supporting costume industry professionals. Collaborative partner for costume-related exhibits.
• Godspeed MusicalsminorStrategic or Co-development PartnerRegional theatre organization. Collaborative partner for special exhibits.
• American Theater for Puppetry ArtscoreStrategic or Co-development PartnerOrganization dedicated to puppetry arts. Co-presenter of The Craft of Puppetry special exhibit featuring Life of Pi puppets.
• Broadway Legacy FoundationcoreStrategic or Co-development PartnerFoundation dedicated to educating, preserving, and nurturing the next generation of Broadway professionals. Co-presenter of The Craft of Puppetry exhibit.
• The Shubert OrganizationcoreStrategic or Co-development PartnerTheatrical producing organization and major stakeholder. Listed as a producer of the museum.
• The Nederlander OrganizationcoreStrategic or Co-development PartnerTheatrical producing organization and major stakeholder. Listed as a producer of the museum.
• Jujamcyn TheaterscoreStrategic or Co-development PartnerTheatrical producing organization and major stakeholder. Listed as a producer of the museum.
• Mary Giuliani Catering & EventsminorImplementation/ SI/ Consulting PartnerPreferred catering vendor for private events. Event packages starting at $5,000 including food, beverage, staffing, and rentals.
• Alchemiq CateringminorImplementation/ SI/ Consulting PartnerPreferred catering vendor. Food packages starting at $3,500, mixology experiences starting at $1,500.
• OB HospitalityminorImplementation/ SI/ Consulting PartnerPreferred catering vendor. Beverage packages starting at $25/person, full packages starting at $35/person.
• Paul Bennett Architects, PCcoreImplementation/ SI/ Consulting PartnerArchitecture firm that designed the museum. Also designed The Color Factory and luxury fashion boutiques.
• Duggal Visual SolutionsminorImplementation/ SI/ Consulting PartnerVisual solutions provider for museum exhibits and installations.
• Cushman & WakefieldminorImplementation/ SI/ Consulting PartnerReal estate broker for museum location. Executive Director Amy Zhen handles real estate matters.
• Jones Lang LaSalle (JLL)minorImplementation/ SI/ Consulting PartnerConstruction project management for museum development. Senior Vice President Matthew Schuss and team handled project.
• Levine, Plotkin & MeninminorImplementation/ SI/ Consulting PartnerLegal counsel for the museum.
• WithumminorImplementation/ SI/ Consulting PartnerAccountant for the museum.
• Slate PRminorGTM or Marketing PartnerPublic relations firm handling media inquiries for the museum.
• The Pekoe GroupminorGTM or Marketing PartnerAdvertising and marketing agency. Certified Women-Owned Business Enterprise handling museum advertising.
• Square DesignminorImplementation/ SI/ Consulting PartnerScenic fabrication for museum exhibits.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Color Factory: NYC-based immersive, multi-room experiential attraction featuring interactive art installations designed by artists. Same direct-to-consumer ticketed immersive museum model targeting the same tourist and local visitor demographic as the Museum of Broadway, including comparable ticket pricing.
• Artechouse: Digital immersive art venue with locations in NYC (Chelsea Market), DC, and Houston. Same single-site immersive ticketed model using projection mapping and interactive digital exhibits — and notably a direct cross-promotional partner of the Museum of Broadway, confirming audience overlap.
• Summit One Vanderbilt: Immersive observation and art experience at the top of One Vanderbilt in Midtown Manhattan. Competes for the same high-spending NYC tourist experiential dollar with timed ticketing, premium pricing, and immersive themed environments adjacent to the Museum of Broadway's territory.
• Madame Tussauds New York: Iconic Times Square wax museum offering ticketed self-guided experiences with photo opportunities and celebrity-themed exhibits. Same single-site tourist attraction model in the immediate Times Square corridor with overlapping audience.
• RiseNY: Immersive flying theater and museum experience in Times Square combining a self-guided exhibit with a virtual flight over NYC. Directly comparable ticketed immersive attraction in the same Times Square location with overlapping visitor demographics.
• Ripley's Believe It or Not! Times Square: Quirky immersive attraction on Times Square offering self-guided, themed exhibits. Comparable ticketed family/entertainment experience targeting the same walk-up Times Square tourist audience with similar price points.

Broad incumbents

• The Museum of Modern Art (MoMA): Major NYC art museum with broad cultural institution scale. While not a direct competitor in immersive Broadway-themed exhibits, MoMA is a comparable ticketed cultural attraction competing for the same NYC tourist and group-sales dollars.
• The Metropolitan Museum of Art: Premier NYC museum with significant membership programs, group sales, and event rental operations. Comparable operating model for membership, group ticketing, and private event buyouts that the Museum of Broadway aspires to scale.
• Tussauds Group / Merlin Entertainments: Global operator of branded attractions including Madame Tussauds, LEGOLAND, and similar tourist attractions. Relevant comparable for the museum's operating model, group sales strategy, and potential expansion path for a Broadway-themed property portfolio.

Others

• NYC Tourism + Conventions: Official NYC tourism promotion body driving visitor demand to attractions like the Museum of Broadway. While not a competitor, it shapes the demand environment and is a key channel partner for promoting the museum to domestic and international visitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/museumbroadway
• YouTubeyoutube.com/@museumofbroadway
• Facebookfacebook.com/museumofbroadway
• Instagraminstagram.com/museumofbroadway
• TikToktiktok.com/@museumofbroadway

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

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 The Museum of Broadway