Museum of Latin American Art

What Museum of Latin American Art does

Museum of Latin American Art (MOLAA) is a 501(c)(3) nonprofit organization founded in 1996 by Robert Gumbiner and headquartered at 628 Alamitos Avenue in Long Beach, California. It operates as the only museum in the United States fully dedicated to modern and contemporary Latin American and Latino art, stewarding a permanent collection of more than 1,600 works spanning paintings, sculptures, drawings, mixed-media, photographs, and video art. The institution combines a physical museum open Wednesday through Sunday with digital distribution via Google Arts & Culture, online exhibitions (HERland, OaxaCAlifornia, Arte, Mujer y Memoria), the MOLAA Zoom Project video series, and a traveling exhibitions program.

MOLAA's product surface extends well beyond traditional exhibitions into educational programming (Bilingual Arts & Culture Summer Camp, Tours and Workshops, Evening for Educators, Educator Resources, Student Film Festival), signature cultural events (Afro-Latinx Festival, Latino Comics Expo, Summer Sabor & Spirits Series, Yoga at MOLAA), venue rental for private events, the La Tienda retail shop operated on Shopify, and an annual Gala & Auction featuring LEGADO Awards. Technology is delivered through a third-party stack rather than proprietary systems — Squarespace for the website, Blackbaud for ticketing, Shopify for e-commerce, and YouTube/Google Arts & Culture for content distribution — with no documented APIs, SDKs, or AI capabilities.

The business model is a diversified nonprofit revenue mix: per-visitor admission fees ($10 general / $7 students and seniors; free for members, children under 12, and Sundays), recurring annual memberships starting at $75, corporate and foundation sponsorships (Robert Gumbiner Foundation, Port of Long Beach, AES, Don Temple Storage, Terry Hines & Associates), institutional grants (California Arts Council, Arts Council for Long Beach, City of Long Beach), fundraising galas (the 2019 Gala raised over $300,000), earned revenue from private event rentals, and retail through La Tienda. Customer segments span general art enthusiasts, families and children, educators and students, community organizations, and corporate sponsors/patrons, addressed via a hybrid segmentation approach anchored on physical visits, community partnerships, and digital channels.

Name

Museum of Latin American Art

Legal name

Museum of Latin American Art

Website

https://molaa.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

MOLAA is a Long Beach-based nonprofit founded in 1996 and the only US museum fully dedicated to modern and contemporary Latin American and Latino art, serving general visitors, families, educators, and community organizations through its 1,600-work permanent collection, rotating and traveling exhibitions, educational programs, signature cultural events, memberships, and the La Tienda retail shop.

Ownership category

akta.pro rank

Product category

Art Museum

NAICS

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

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industries

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF), Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

Keywords

• Latin american art museum
• Cultural exhibitions programming
• Art education programs
• Museum membership program
• Traveling art exhibitions

Headquarters

HQ city

Long Beach

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, Infrastructure

Revenue model

1. Museum Memberships: Annual membership program providing free admission, parking, and other benefits to supporters at various levels
2. Admission Fees: Ticket sales for general museum admission, with pricing tiers for students, seniors, and free admission for members and children under 12
3. Annual Gala and Fundraising Events: Signature fundraising events including the annual Gala which raised over $300,000 in 2019, with LEGADO Awards honoring outstanding artists and philanthropists
4. La Tienda Museum Shop: Retail gift shop offering art-related merchandise, books, and gifts
5. Corporate Sponsorships: Support from corporate sponsors including the Robert Gumbiner Foundation, Port of Long Beach, AES, and other local businesses
6. Educational Programs: Summer camps, workshops, tours, and educational programming for children and adults

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

MOLAA operates the only US museum fully dedicated to modern and contemporary Latin American and Latino art, offering visitors access to a permanent collection of more than 1,600 works plus rotating current and traveling exhibitions. The museum sells admissions and memberships, runs bilingual educational programs (summer camp, tours, workshops, festivals, student film festival), hosts private events, operates an online retail shop (La Tienda), and stages an annual Gala & Auction with LEGADO Awards as its signature fundraiser.

Product overview

MOLAA (Museum of Latin American Art) is the only museum in the United States fully dedicated to modern and contemporary Latin American and Latino art. Founded in 1996 by Robert Gumbiner and located in Long Beach, California, the museum offers a unified platform combining physical exhibitions (current, past, and traveling), the permanent MOLAA Collection (1,600+ works accessible online via Google Arts & Culture), and educational programming including the MOLAA Zoom Project video series, Bilingual Arts & Culture Summer Camp, Tours and Workshops, MOLAA Festivals, and Student Film Festival. The institution also operates La Tienda (Shop) on Shopify, hosts an annual Gala & Auction with LEGADO Awards, offers venue rental for private events, and maintains a membership program. MOLAA En Casa extends access virtually, while the Expansion Project signals planned physical growth. The museum is a multidisciplinary institution committed to cross-cultural dialogue through the arts.

Differentiator

Problem solved

Functional benefit

Products and services

• Museum Admission Ticketed daily access to the museum's current exhibitions and permanent collection for the general public, with tiered pricing for general visitors, students with ID, and seniors 65+.
• Museum Membership Program Annual recurring membership offering free museum admission, special event access, museum shop discounts, and (at Family level and above) free onsite parking; starting at $75 per year.
• Bilingual Arts & Culture Summer Camp Paid immersive summer camp that teaches art and cultural education through bilingual (English/Spanish) instruction for children.
• Tours and Workshops Program Paid guided tours and hands-on art workshops for visitors of all ages, including docent-led tours and educational workshops such as Sunday and Saturday docent tours.
• La Tienda Museum Shop Retail gift shop offering Latin American art-related merchandise, books, and gifts, available online via the Shopify storefront and on-site at the museum.
• Private Events / Venue Rental Paid venue rental service for private functions including weddings, corporate events, and celebrations hosted in the museum's event spaces, including the Robert Gumbiner Sculpture & Events Garden.
• MOLAA Gala & Auction Annual signature fundraising event honoring Latin American and Latino excellence with LEGADO Awards and a live auction; the 2019 Gala raised over $300,000 for exhibitions and educational programming.
• MOLAA Festivals Cultural festivals including the Afro-Latinx Festival (partnered with the African-American Cultural Center of Long Beach) and other celebrations highlighting cultural diversity within Latin American communities.
• MOLAA Student Film Festival Annual student film festival showcasing student-created films with an emphasis on Latin American and Latino themes.

Quantifiable outcome

• Over 1,600 works of art in the permanent collection
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Long Beach Convention & Visitors BureauminorGTM or Marketing PartnerPartner supporting MOLAA's tourism and visitor promotion.
• Long Beach Chamber of CommerceminorGTM or Marketing PartnerLocal business organization partnering with MOLAA for community events.
• KCRWcoreGTM or Marketing PartnerRadio station partnership for KCRW Summer Nights events at MOLAA, bringing live music and community programming to the museum venue.
• Lopez Real MezcalminorGTM or Marketing PartnerBeverage partner for Summer Sabor & Spirits Series events, providing cocktail lab experiences.
• African-American Cultural Center of Long BeachcoreStrategic or Co-development PartnerCultural partner for the Afro-Latinx Festival and joint programming exploring cultural intersections.
• Long Beach Immigrant Rights Coalition (LBIRC)coreStrategic or Co-development PartnerCommunity partner for educational workshops and programs supporting immigrant communities.
• MEMCH-Los AngelescoreStrategic or Co-development PartnerMovement for the Emancipation of Chilean Woman partnership for the Arpilleras exhibition, providing lenders and curatorial collaboration.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• El Museo del Barrio: NYC-based museum dedicated to Latino, Caribbean, and Latin American art and culture. Closest US comparable to MOLAA in scope, audience, and programming model (permanent collection, education, festivals, memberships).
• National Museum of Mexican Art: Chicago-based museum dedicated to Mexican art and culture, featuring a permanent collection, rotating exhibitions, and robust K-12/community education programs — directly comparable mission and operating model.
• Americas Society: New York cultural institution focused on the visual arts, literature, and cultures of the Americas. Comparable in curatorial focus on Latin American art, exhibitions programming, and cross-cultural dialogue.
• The Mexican Museum: San Francisco-based museum dedicated to Mexican, Chicano, and Latino art, with a long-standing permanent collection and education programming — comparable scale and specialization.
• National Hispanic Cultural Center: Albuquerque institution presenting Hispanic art and culture through exhibitions, performing arts, and education. Matches MOLAA's combination of art exhibits, festivals, and educational programming.

Broad incumbents

• Pérez Art Museum Miami (PAMM): Modern and contemporary art museum with a significant Latin American collection, larger scale and budget than MOLAA but overlapping curatorial scope and audience.
• Los Angeles County Museum of Art (LACMA): Major LA encyclopedic museum with one of the most significant US holdings of Latin American art. Competes with MOLAA for LA-area Latin American art audiences, donors, and corporate sponsorships.
• Barnes Foundation: Mid-sized US art museum focused on a permanent collection with strong educational programming and ticketed admission — comparable in single-site operating model, membership programs, and education emphasis.

Emerging players

• Smithsonian National Museum of the American Latino: Emerging federally-chartered Smithsonian museum focused on Latino art, history, and culture. Represents a long-term institutional peer and potential programming/cross-promotion partner for MOLAA.

Regional players

• California African American Museum: California-based cultural institution with a defined ethnic-art focus, comparable in scale, single-site model in California, and emphasis on community-centered programming and partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UClssNfPBhqgDbavMv8_EDVg
• Facebookfacebook.com/museum-of-latin-american-art-molaa
• Xx.com/molaa
• LinkedInlinkedin.com/company/museum-of-latin-american-art

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Museum of Latin American Art