MASS MoCA
MASS MoCA (Massachusetts Museum of Contemporary Art) is a non-profit contemporary art museum founded in 1999 in a converted factory campus in North Adams, Massachusetts. It serves general visitors, families, school groups, members, and artists through long-duration exhibitions, performing arts festivals, residencies, retail, and venue rentals.
- Company typePrivate
- Founded1999
- HeadquartersNorth Adams, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What MASS MoCA does
MASS MoCA (Massachusetts Museum of Contemporary Art) is a private non-profit contemporary art museum founded in 1999 and headquartered in a converted 19th-century factory complex at 1040 MASS MoCA Way in North Adams, Massachusetts. It operates one of the largest contemporary art exhibition footprints in the United States, spanning multiple buildings with galleries, artist residency studios, and indoor/outdoor performing arts venues. The museum serves a diversified audience including general museum visitors, families with children (via the always-free Kidspace creative laboratory), PreK-12 and college school groups, multi-tier annual members, working artists through The Studios residency program, and private event hosts. Core programming is anchored by long-duration exhibitions such as the Sol LeWitt: A Wall Drawing Retrospective (105 works spanning 1969-2007, installed through 2043), Anselm Kiefer works exhibited via partnership with the Hall Art Foundation, and rotating James Turrell light installations, alongside major annual festivals including Solid Sound (curated by Wilco), FreshGrass, and Bang on a Can's LOUD Weekend.
The institution monetizes through a hybrid revenue model spanning transactional admissions ($10-$25 per adult), tiered recurring memberships, retail sales via an on-campus gift shop and the Research & Development Store plus an online storefront, on-campus food and beverage partner transactions, performing arts and festival ticket sales, group tour fees, and private event/venue rentals gated to Sustainer-level members. Its technology stack is operationally focused: a proprietary ticketing platform (tickets.massmoca.org), Waitwhile-based reservation management for the Turrell installations requiring advance booking, the Bloomberg Connects-powered Digital Guide for visitor engagement, and a Microsoft/Sol LeWitt Estate co-developed immersive app for the wall drawings. Go-to-market is community-led and event-driven — leveraging Community Free Days, North Adams Pride Night, and festival programming as demand-generation channels — distributed through direct-to-consumer website sales, an in-person box office, online retail, and group tour booking forms. The museum is governed by an independent board of trustees and supplemented by foundation grants (Barr Foundation) and state tourism partnership (Massachusetts Office of Travel & Tourism).
MASS MoCA firmographics
Firmographics- Name
- MASS MoCA
- Legal name
- Massachusetts Museum of Contemporary Art
- Website
- https://massmoca.org
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MASS MoCA (Massachusetts Museum of Contemporary Art) is a non-profit contemporary art museum founded in 1999 in a converted factory campus in North Adams, Massachusetts. It serves general visitors, families, school groups, members, and artists through long-duration exhibitions, performing arts festivals, residencies, retail, and venue rentals.
- Ownership category
- akta.pro rank
MASS MoCA industry classification
Industry- Product category
- Contemporary Art Museum
- NAICS
- Museums (712110), Museums (71211)
- akta.pro primary industry
- Art Museums (THAJADAA)
- akta.pro secondary industries
- Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)
Keywords
Where MASS MoCA is headquartered
LocationHeadquarters
- HQ city
- North Adams
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
MASS MoCA business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain, Others
Revenue model
- Admission Tickets: Museum admission fees ranging from $10-$25 per person with free admission for members, children 5 and under, and Kidspace visitors. Additional charges for special exhibitions and performing arts events.
- Membership: Tiered membership program offering free admission, member previews, discounts at gift shop and events, and access to Sustainer level and above for special event hosting.
- Retail Operations: MASS MoCA Gift Shop, Research & Development Store, and online shop selling art-related merchandise, books, and limited editions.
- Food & Beverage: On-campus food and beverage partners including Lickety Split café, Bright Ideas Brewing, BIGGDADDY's Philly Steak House, Casita, and Tunnel City Coffee.
- Event Venue Rental: Private event hosting and space rentals for weddings and special events available to members at Sustainer level or higher.
- Performing Arts & Festivals: Separate ticket sales for concerts, festivals, and special performances not included with gallery admission.
- Group Tours: Guided and self-guided tours for PreK-12 schools, colleges, and other groups with pricing based on group size and guide requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Adult Admission |
| Unit Pricing | Pay-as-you-go | Senior/Veteran Admission |
| Unit Pricing | Pay-as-you-go | Student Admission |
| Unit Pricing | Pay-as-you-go | Child Admission (6-16) |
| Unit Pricing | Pay-as-you-go | Children 5 and Under |
| Unit Pricing | Pay-as-you-go | Access Card Holder |
| Unit Pricing | Pay-as-you-go | Kidspace |
| Unit Pricing | Pay-as-you-go | Group Self-Guided (10+ Adults) |
| Unit Pricing | Pay-as-you-go | PreK-12 School Tours |
| Unit Pricing | Pay-as-you-go | College Group Tours |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels9 records
MASS MoCA product offering
Product offeringCore offering
MASS MoCA is a contemporary art museum and fabrication center that operates gallery exhibitions, performing arts programming, and educational public programs from a converted factory campus in North Adams, Massachusetts. It sells museum admission, ticketed concerts and festivals (Solid Sound, FreshGrass, Bang on a Can LOUD Weekend), group tours, memberships, artist residencies, and retail merchandise through on-site stores and online channels. The museum is supported by admissions, memberships, retail, venue rentals, donations, and grants from foundations and government partners.
Product overview
MASS MoCA (Massachusetts Museum of Contemporary Art) is a contemporary art museum operating from a converted factory campus in North Adams, Massachusetts. The institution offers a unified visitor experience combining gallery exhibitions, performing arts, and educational programming. Core offerings include rotating and long-term exhibitions (featuring works by artists such as Sol LeWitt, James Turrell, and Anselm Kiefer), the Kidspace creative laboratory for children, Performing Arts concerts and festivals, and Public Programs including tours and workshops. Supporting services include the Digital Guide via Bloomberg Connects, the Research & Development Store, venue rentals, group tour programs, and on-campus dining options.
Differentiator
Problem solved
Functional benefit
Products and services
- Museum Admission Ticketed entry to MASS MoCA galleries with tiered pricing for adults ($25), seniors/veterans ($22), students ($15), children 6-16 ($10), free for children under 6 and members, $2 for Massachusetts EBT/WIC/ConnectorCare/Wonderfund cardholders, with free admission for students and staff of partner institutions.
- Performing Arts & Festivals Ticketed concerts, music festivals, dance, theater, and performances on indoor and outdoor stages, including the Solid Sound Festival curated by Wilco, the FreshGrass Festival, and Bang on a Can's LOUD Weekend, sold separately from gallery admission.
- Annual Membership Tiered annual membership offering free unlimited admission, member previews, discounts at the gift shop and events, and venue rental hosting privileges at the Sustainer level and above.
- Group Tours Guided and self-guided tours for PreK-12 schools ($5/student self-guided, $50/guide for up to 15), college groups ($12/student self-guided, $75/guide for up to 15), and adult groups of 10+ at $22/person.
- Private Event Venue Rental Wedding, corporate, and special event venue rental in museum spaces available to Sustainer-level members and higher, with catering partnerships supporting food and beverage service.
- The Studios at MASS MoCA Artist Residency Artist residency program providing studio space and fabrication support for visiting artists to develop and exhibit new work on the MASS MoCA campus.
- MASS MoCA Gift Shop & Research & Development Store On-campus gift shop, Research & Development Store, and online shop (shop.massmoca.org) selling art-related merchandise, books, artist editions, and limited editions.
- Kidspace Creative Laboratory Free creative laboratory at MASS MoCA offering hands-on art and learning experiences for children and families, with always-free admission.
- Public Programs Educational programming including tours, workshops, lectures, family activities, teen programs, and Camp MASS MoCA offered to the public alongside exhibitions.
- Bloomberg Connects Digital Guide Free digital guide accessible via the Bloomberg Connects app and mobile browser, providing curated content on works on view, historical information, events, programs, and on-campus dining and shopping.
Companies that use MASS MoCA
Customer profileSegments7 records
Ideal customer profiles5 records
MASS MoCA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
MASS MoCA partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered major annual festival, flagship annual festival, regional cultural partner, national cultural partner, local educational partner, regional educational partner, core exhibition partner, digital platform partner, digital experience partner, exhibition partner, funder and government partner.
- FreshGrass Festivalmajor annual festivalAnnual bluegrass and roots music festival presented at MASS MoCA, featuring local and visiting performers on the FreshRoots stage
- Bang on a Canmajor annual festivalSummer music festival with gallery concerts and LOUD Weekend featuring Bang on a Can fellows and faculty performing throughout the galleries and stages
- Solid Sound Festivalflagship annual festivalAnnual music and arts festival curated by Wilco, featuring performances, exhibitions, and family activities; serves as major economic driver and brand amplifier
- Jacob's Pillowregional cultural partnerPartnership with nearby Jacob's Pillow dance festival for regional cultural collaboration in the Berkshires
- Sundance Institutenational cultural partnerCollaboration with Sundance Institute for film and arts programming connections
- Massachusetts College of Liberal Arts (MCLA)local educational partnerLocal college partnership offering free museum admission to students and staff; educational collaborations and community engagement
- Williams College Museum of Artregional educational partnerCollaboration with Williams College Museum of Art including joint exhibitions and free admission for students and staff; co-curated Sol LeWitt retrospective
- The Hall Art Foundationcore exhibition partnerLong-term exhibition partnership for Anselm Kiefer works including Étroits sont les Vaisseaux, The Women of the Revolution, and Velimir Chlebnikov; Foundation provides works from collection
- Clark Art Instituteregional cultural partnerPartnership with Clark Art Institute for regional cultural collaboration and UNO Drop-In Art Club programming
- Bloomberg Connectsdigital platform partnerDigital guide platform providing curated content, historical information, and links to events and on-campus amenities for visitors
- Microsoft (Sol LeWitt Estate)digital experience partnerImmersive app developed with Microsoft and The Sol LeWitt Estate enabling virtual tours, wall drawing scanning, and archival content access
- Yale University Art Galleryexhibition partnerCollaboration with Yale University Art Gallery for Sol LeWitt: A Wall Drawing Retrospective exhibition
- Barr FoundationfunderFoundation supporter of MASS MoCA operations and community programs
- Massachusetts Office of Travel & Tourismgovernment partnerState tourism partner supporting visitor promotion and cultural tourism initiatives
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
MASS MoCA competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
MASS MoCA social profiles
Digital presenceMASS MoCA financial estimates
Financial estimateRevenue estimate
Valuation estimate
MASS MoCA leadership team
Management profileNumber of profiles
MASS MoCA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MASS MoCA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MASS MoCA
What does MASS MoCA do?
MASS MoCA is a contemporary art museum and fabrication center that operates gallery exhibitions, performing arts programming, and educational public programs from a converted factory campus in North Adams, Massachusetts. It sells museum admission, ticketed concerts and festivals (Solid Sound, FreshGrass, Bang on a Can LOUD Weekend), group tours, memberships, artist residencies, and retail merchandise through on-site stores and online channels. The museum is supported by admissions, memberships, retail, venue rentals, donations, and grants from foundations and government partners.
Is MASS MoCA a public or private company?
MASS MoCA is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was MASS MoCA founded?
MASS MoCA was founded in 1999. It employs 101 to 250 people.
Where is MASS MoCA based?
MASS MoCA is headquartered in North Adams, United States, in the North America region.
How does MASS MoCA make money?
Seven revenue lines are on record. Admission Tickets are the primary driver. The others are membership, retail Operations, food & Beverage, event Venue Rental, performing Arts & Festivals and group Tours.
Does MASS MoCA have an API?
No public API is recorded for MASS MoCA.
What industry is MASS MoCA in?
MASS MoCA's product category is Contemporary Art Museum. Its primary akta.pro industry code is THAJADAA, Art Museums, with a secondary code of THAJADAH, Art Galleries & Exhibition Spaces (Commercial & Nonprofit). Its NAICS code is 712110.