MASS MoCA

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).

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

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

• Contemporary art museum
• Performing arts venue
• Art exhibitions
• Artist residency programs
• Museum education programs

Headquarters

HQ city

North Adams

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, Others

Revenue model

1. 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.
2. 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.
3. Retail Operations: MASS MoCA Gift Shop, Research & Development Store, and online shop selling art-related merchandise, books, and limited editions.
4. 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.
5. Event Venue Rental: Private event hosting and space rentals for weddings and special events available to members at Sustainer level or higher.
6. Performing Arts & Festivals: Separate ticket sales for concerts, festivals, and special performances not included with gallery admission.
7. 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

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core 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.

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

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 festivalStrategic or Co-development PartnerAnnual bluegrass and roots music festival presented at MASS MoCA, featuring local and visiting performers on the FreshRoots stage
• Bang on a Canmajor annual festivalStrategic or Co-development PartnerSummer 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 festivalStrategic or Co-development PartnerAnnual 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 partnerStrategic or Co-development PartnerPartnership with nearby Jacob's Pillow dance festival for regional cultural collaboration in the Berkshires
• Sundance Institutenational cultural partnerStrategic or Co-development PartnerCollaboration with Sundance Institute for film and arts programming connections
• Massachusetts College of Liberal Arts (MCLA)local educational partnerStrategic or Co-development PartnerLocal college partnership offering free museum admission to students and staff; educational collaborations and community engagement
• Williams College Museum of Artregional educational partnerStrategic or Co-development 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 partnerStrategic or Co-development 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 partnerStrategic or Co-development PartnerPartnership with Clark Art Institute for regional cultural collaboration and UNO Drop-In Art Club programming
• Bloomberg Connectsdigital platform partnerTechnology or IntegrationDigital guide platform providing curated content, historical information, and links to events and on-campus amenities for visitors
• Microsoft (Sol LeWitt Estate)digital experience partnerTechnology or IntegrationImmersive app developed with Microsoft and The Sol LeWitt Estate enabling virtual tours, wall drawing scanning, and archival content access
• Yale University Art Galleryexhibition partnerStrategic or Co-development PartnerCollaboration with Yale University Art Gallery for Sol LeWitt: A Wall Drawing Retrospective exhibition
• Barr FoundationfunderOthersFoundation supporter of MASS MoCA operations and community programs
• Massachusetts Office of Travel & Tourismgovernment partnerOthersState tourism partner supporting visitor promotion and cultural tourism initiatives

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCgPPYvt9Vw96sOWe5dDY0Lw
• Facebookfacebook.com/massmoca
• Instagraminstagram.com/massmoca
• Xx.com/mass_moca
• LinkedInlinkedin.com/company/mass-moca

Revenue estimate

Valuation estimate

Number of profiles

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 MASS MoCA