APEX Museum

Name

APEX Museum

Legal name

APEX Museum

Website

https://apexmuseum.org

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

APEX Museum is Atlanta's oldest African American history museum, operating a single Auburn Avenue site with exhibits, school programs, group tours, memberships, and a merchandise e-commerce store.

Ownership category

akta.pro rank

Product category

Cultural History Museum

NAICS

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

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro industry

PRIMARYTHAJADAB

History Museums

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

SECONDARYBPAGAHAA

Museums & Heritage Sites (History, Science, Specialty)

Business & Public Services/Nonprofit, NGO & Social Services/Arts, Culture & Heritage Nonprofits

SECONDARYTHAJADAI

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations)

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

Keywords

• History museum exhibits
• Educational field trips
• Cultural heritage programming
• Traveling exhibits
• Museum gift shop

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, Marketing or Sales, Others

Revenue model

1. Admission Tickets: The museum generates revenue through ticket sales for general admission to the museum and its exhibits. Adults pay $12, seniors/students/veterans pay $8, children 4 and under are free, and members enter free with membership.
2. Gift Shop and Merchandise: The museum operates an e-commerce storefront selling branded merchandise including t-shirts, weekender bags, mugs, water bottles, stickers, journals, candles, and youth apparel. Products range from $2.50 to $45.00.
3. Membership Program: Individual and family memberships provide yearlong free admission, member-only newsletters, 10% discount in gift shop, free admission to select exhibitions, and private tour access. Membership supports the museum year-round.
4. Corporate Sponsorships: Corporate sponsors support the museum's mission through financial contributions that fund exhibits, educational programs, and community events. The museum builds partnerships that honor heritage, strengthen communities, and inspire future generations.
5. Planned Giving and Donations: The museum accepts one-time donations and planned gifts that help secure the future of exhibits, archives, and educational initiatives. Donations safeguard stories, artifacts, and cultural legacies.
6. Facility Rentals: The museum rents its facility for receptions, community events, and private celebrations, providing a meaningful backdrop rooted in history and heritage.
7. Group and School Tours: Guided tours led by trained griots are available for groups and school field trips with customizable themes based on group interests. School trips include guided tours, optional lesson plans, and educator resources.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

APEX Museum is a nonprofit cultural institution that operates a physical museum featuring exhibits on African and African American history, supported by artifacts, oral histories, digital content, and interactive displays. It generates revenue through admission tickets, memberships, an e-commerce gift shop, group and school tours, facility rentals, corporate sponsorships, and a traveling exhibits program (TEAM) that brings curated content to external venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Museum Exhibits and General Admission Admission-based access to curated exhibits showcasing African and African American history through artifacts, images, narratives, and interactive displays. Visitors purchase tickets at $12 for adults, $8 for seniors/students/veterans, and admission is free for children 4 and under and members. Open Tuesday-Saturday, 11 AM - 3 PM.
• Group Tours and School Field Trips Guided tours led by trained griots for groups of 10-48 people, with customizable themes based on group interests. School field trips include guided tours, optional lesson plans, and educator resources aligned with the Georgia curriculum. Available for community organizations, church groups, nonprofits, and social clubs.
• E-commerce Gift Shop Online store selling branded museum merchandise including t-shirts, weekender bags, mugs, water bottles, stickers, journals, candles, and youth apparel. Products range from $2.50 to $45.00.
• Annual Membership Program Subscription-based annual memberships offered in Individual and Family tiers. Members receive yearlong free admission, member-only newsletter, 10% discount in gift shop, free admission to select exhibitions, and access to private tours.
• Facility Rentals The museum rents its facility for receptions, community events, and private celebrations, providing a heritage-rooted venue and meaningful backdrop rooted in history and culture.
• Traveling Exhibits (TEAM Program) Curated traveling exhibits from the APEX Museum brought to external venues, extending the museum's content reach beyond its physical location. The program extends exhibit content to schools, cultural institutions, and other venues regionally.

Quantifiable outcome

• Most visitors spend 60-90 minutes exploring exhibits

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Kilgore Music FoundationminorGTM or Marketing Partner · 5 April 2025APEX Museum joined the music duo R&B at their concert on April 5, 2025. They donated a saxophone that Billye and Hank Aaron donated to the museum to the Kilgore Music Foundation. Community collaboration supporting music education and preservation.
• Herndon Home MuseumcoreStrategic or Co-development PartnerThe Herndon Home Museum is a National Historic Landmark that serves as a unique resource for interpreting Black struggle and achievement locally and nationally. Located at the home of Alonzo F. and Norris B. Herndon - pioneers, leaders, and changemakers in Atlanta's story. The Herndon Home is part of the Museum Collective Partnership with APEX Museum.
• The Wren's NestcoreStrategic or Co-development PartnerThe Wren's Nest is the historic home of author and journalist Joel Chandler Harris, a cultural center, Victorian-era house museum, and National Historic Landmark in Atlanta's West End neighborhood. Part of the Museum Collective Partnership with APEX Museum.
• The Justice ProjectminorStrategic or Co-development PartnerCo-hosted exhibit 'Our Freedom Stories: The Khululeka Experience' - a community curated experience meant to honor the past, understand the present, and shape the future. Bridges South Africa's Fight for Equality and America's Civil Rights Movement.
• Schools and Community OrganizationscoreChannel Partner/ Reseller/ DistributorThe APEX Museum partners with schools, nonprofits, cultural institutions, and community organizations to create programs, exhibits, and initiatives that uplift shared heritage and expand access to Black history. Partnerships include field trip programs, group tours, and educational outreach.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• National Center for Civil and Human Rights: Atlanta-based museum focused on civil rights and human rights history with exhibits, group tours, and event programming. Directly comparable as a heritage/civil-rights museum competing for the same Atlanta tourist, school, and corporate group audiences as APEX.
• Charles H. Wright Museum of African American History: Detroit-based institution dedicated to African American history with permanent and traveling exhibits, educational programs, and group tours. Closely comparable in mission, exhibit structure, and educational programming to APEX.
• DuSable Museum of African American History: Chicago-based African American history museum with curated exhibits, school programming, memberships, and gift shop. Closely comparable in size, revenue mix (admissions + memberships + donations), and community-museum positioning.
• Reginald F. Lewis Museum of Maryland African American History & Culture: Baltimore-based museum of African American history and culture with exhibits, group tours, school programs, and facility rentals. Comparable in operating model (single site, mixed revenue, education-focused) to APEX.
• African American Museum in Philadelphia: Philadelphia-based museum founded in 1976, the first major U.S. museum devoted to African American life. Closely comparable to APEX as a heritage nonprofit with exhibits, school programs, memberships, and a similar founding-era profile.
• Mississippi Civil Rights Museum: Mississippi state-operated museum of civil rights history with permanent and traveling exhibits, educational programming, and group tours. Comparable in mission, exhibit depth, and school-group programming to APEX.
• Herndon Home Museum: Atlanta-based National Historic Landmark house museum interpreting Black achievement and local history, and a formal Museum Collective partner of APEX. Comparable as a small-scale Atlanta heritage museum operating in a shared tourism ecosystem.

Broad incumbents

• National Museum of African American History and Culture: Smithsonian-operated national museum of African American history on the National Mall. The dominant scale incumbent in the same thematic space as APEX; relevant for benchmarking audience expectations and exhibit standards.
• Atlanta History Center: Larger Atlanta-based history institution with broad exhibits, research archives, and event programming. Comparable as a regional Atlanta heritage destination competing for tourist, school, and corporate-group visits.

Emerging players

• The Legacy Museum: Equal Justice Initiative-operated museum in Montgomery, Alabama, focused on the legacy of slavery, lynching, and mass incarceration. Comparable as a thematic history museum with strong educational programming and traveling-exhibit influence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/APEXMuseum
• LinkedInlinkedin.com/company/apex-museum
• Instagraminstagram.com/theapexmuseum
• Xx.com/apexmuseum

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 APEX Museum