National Civil Rights Museum
The National Civil Rights Museum is a nonprofit 501(c) institution at the Lorraine Motel in Memphis, Tennessee, educating the public on the American Civil Rights Movement through timed-entry admissions, permanent and rotating exhibitions, signature events, group tours, and the Bayard Rustin Institute. Founded in 1991, it serves general visitors, K-12 and college students, civic organizations, and corporate clients.
- Company typePrivate
- Founded1991
- HeadquartersMemphis, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What National Civil Rights Museum does
The National Civil Rights Museum is a 501(c)-equivalent nonprofit cultural institution operated by the Lorraine Civil Rights Museum Foundation, founded in 1991 at the historic Lorraine Motel in Memphis, Tennessee — the site where Dr. Martin Luther King Jr. was assassinated on April 4, 1968. The museum employs 78 staff and operates from a single 450 Mulberry Street location with a permanent collection and rotating exhibitions chronicling the American Civil Rights Movement from slavery through the contemporary era. Its core product is timed-entry museum admission ($25 adults, $22 children, $23 seniors/college students, with free Tennessee resident Mondays from 3 PM), complemented by guided and self-guided group tours, the Imagine An America podcast, signature events (Freedom Award, Ruby Bridges Reading Festival, April 4 Commemoration), facility rentals, retail at the Lorraine Museum Store, educational resources, and a membership program. The institution is among the top 5% of American Alliance of Museums accredited institutions, a Smithsonian Affiliate, and a founding member of the International Coalition of Sites of Conscience (300+ member network). The museum generates revenue through a hybrid nonprofit model: ticket sales, recurring memberships, donations and grants (including a significant Lilly Endowment grant), corporate sponsorships (FedEx, Hyde Family Foundation, BlueCross BlueShield of Tennessee), facility rentals, and retail merchandise. Major institutional development is underway: the Legacy Building is being re-launched in spring 2026 with the Legacy Reimagined Experience (five thematic galleries on poverty, education, housing, gender, and nonviolence), and the Bayard Rustin Institute — a sustained scholarship, fellowship, and civic engagement program with a 2027 traveling exhibition — launched in 2026.
National Civil Rights Museum firmographics
Firmographics- Name
- National Civil Rights Museum
- Legal name
- Lorraine Civil Rights Museum Foundation
- Website
- https://civilrightsmuseum.org
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The National Civil Rights Museum is a nonprofit 501(c) institution at the Lorraine Motel in Memphis, Tennessee, educating the public on the American Civil Rights Movement through timed-entry admissions, permanent and rotating exhibitions, signature events, group tours, and the Bayard Rustin Institute. Founded in 1991, it serves general visitors, K-12 and college students, civic organizations, and corporate clients.
- Ownership category
- akta.pro rank
National Civil Rights Museum industry classification
Industry- Product category
- Heritage and Cultural Museum
- NAICS
- Museums (71211), Museums, Historical Sites, and Similar Institutions (712), Historical Sites (712120)
- akta.pro primary industry
- Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)
- akta.pro secondary industries
- Cultural Centers & Community Cultural Organizations (BPAGAHAD), Historic Preservation & Landmarks Conservation (BPAGAHAE), Civil Liberties & Constitutional Rights Advocacy (BPAGAFAA), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)
Keywords
Where National Civil Rights Museum is headquartered
LocationHeadquarters
- HQ city
- Memphis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
National Civil Rights Museum business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Ticket Sales: Museum admission tickets sold online via timed-entry system. Adults $25, children 5-17 $22, seniors 65+ and college students $23. Free admission for Tennessee residents on Mondays from 3:00 PM to closing.
- Membership Program: Annual membership program offering free admission, discounts at the museum shop, and other benefits to members who support the museum's mission.
- Donations & Fundraising: Charitable donations from individuals, corporations, and foundations supporting the museum's educational mission. The museum actively pursues corporate giving, planned giving, and general contributions.
- Facility & Space Rentals: The museum offers its facilities for private events, corporate functions, and space rentals, generating revenue from event bookings.
- Retail Store (Lorraine Museum Store): On-site gift shop selling merchandise, books, and educational materials related to the civil rights movement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Adult general admission |
| One time/ perpetual license | Pay-as-you-go | Child admission |
| One time/ perpetual license | Pay-as-you-go | Senior and college student admission |
| Freemium | Pay-as-you-go | Tennessee resident free admission |
| Unit Pricing | Pay-as-you-go | Group admission |
Distribution channels7 records
Marketing channels8 records
National Civil Rights Museum product offering
Product offeringCore offering
The National Civil Rights Museum is a nonprofit cultural and educational institution located at the Lorraine Motel in Memphis, Tennessee, the historic site of Dr. Martin Luther King Jr.'s assassination on April 4, 1968. It sells timed-entry museum admission providing access to permanent galleries, changing exhibitions, and (as of 2026) the Legacy Reimagined Experience, supported by membership, group tours, facility rentals, an on-site retail store, signature events including the Freedom Award, and educational programming.
Product overview
The National Civil Rights Museum is a cultural and educational institution located at the Lorraine Motel in Memphis, Tennessee, where Dr. Martin Luther King Jr. was assassinated in 1968. The museum operates as a unified offering centered around its core museum admission product, which provides access to permanent galleries, the Legacy Experience (reopening 2026), and changing exhibitions. Supporting offerings include the Bayard Rustin Institute (a scholarly hub for nonviolent organizing education), the Imagine An America podcast, signature events (Freedom Award, Ruby Bridges Reading Festival), educational resources, group tours, membership, space rentals, and the museum shop. The portfolio is organized around the museum's mission to share the culture and lessons from the American Civil Rights Movement and explore how this era continues to shape equality and freedom globally.
Differentiator
Problem solved
Functional benefit
Brands
- Bayard Rustin Institute: A permanent hub for scholarship, education, exhibitions, and civic engagement grounded in Bayard Rustin's life, teachings, and organizing philosophy.
- Imagine An America Podcast
Products and services
- Museum Admission
- Permanent Galleries
- Legacy Reimagined Experience
- Changing Galleries
- Museum Membership
- Group Tours
- Space Rentals
- Lorraine Museum Store
- Imagine An America Podcast
- Freedom Award
- Ruby Bridges Reading Festival
- Dr. King's Legacy Educational Resources
- Bayard Rustin Institute
- Rustin Social Change Fellowship
- Teacher Resources
Quantifiable outcome
- Hundreds of thousands of visitors annually, featured in History Channel, CNN, USA Today, and Academy Award-nominated documentary
- +1 more outcomes
Companies that use National Civil Rights Museum
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
National Civil Rights Museum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
National Civil Rights Museum partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, minor and flagship.
- Bayard Rustin Institute Partner Institutions (TBD)coreThe Rustin Traveling Exhibition (launching 2027) will be hosted at partner institutions nationwide, extending the Institute's reach to nontraditional community venues for expanded accessibility.
- MICAH (Memphis Interfaith Coalition for Action and Hope)coreMICAH serves as the Bayard Rustin Institute's interfaith organizing partner, rooted in the Memphis community and the tradition of faith-based social action. In 2026, MICAH and the Institute are integrating Rustin's philosophy into leadership development and civic engagement programs.
- BRIDGES Youth Action CentercoreBRIDGES Youth Action Center empowers young organizers through the Bayard Rustin Social Change Fellowship, building skills in storytelling, nonviolence, and strategic action. The inaugural fellows are Maya Brown and Carlos Watkins.
- GamalielcoreGamaliel is a national faith-based organizing network that extends the Bayard Rustin Institute's reach and grounds its curriculum in field-tested organizing methodology.
- Dr. Luther D. Ivory (Scholar-in-Residence)minorScholar-in-residence and former professor of religious studies and director of African American Studies at Rhodes College. Developing the Rustin Lecture Series in partnership with the Institute.
- Brigette Janea Jones (Guest Curator)minorFounder of Bridge Builders Historical Consulting LLC, assistant executive director of Arabia Mountain National Heritage Area. Curated the Black Joy, In Spite of... exhibition (June 12 – August 14, 2026).
- FedExflagshipFedEx is a presenting sponsor of the 34th Freedom Award (2025), one of the museum's most prominent annual events celebrating civil and human rights honorees.
- Hyde Family FoundationflagshipThe Hyde Family Foundation is a presenting sponsor of the 34th Freedom Award (2025), supporting the museum's flagship annual recognition event.
- Mid-South PrideminorLocal LGBTQ organization collaborating with the museum on Pride Month festivals, storytelling events, and community forums celebrating and supporting the LGBTQIA+ community.
- Tri-State Black PrideminorRegional LGBTQ organization partnering with the museum on community events and initiatives that celebrate LGBTQIA+ inclusion within the civil rights narrative.
- OUTMemphisminorLocal Memphis LGBTQ organization collaborating with the museum on Pride Month activities and initiatives promoting gender rights and LGBTQIA+ inclusivity.
- BlueCross BlueShield of TennesseeminorBlueCross Healthy Place at Founders Park is being developed in partnership with BlueCross BlueShield of Tennessee, creating a communal outdoor space adjacent to the museum for reflection, expression, and joy.
- Mississippi Boulevard Christian ChurchminorHost venue for the Freedom Award Student Forum, engaging middle school, high school, and college students nationwide in-person and virtually to explore their role in creating positive social change.
- Orpheum TheatreminorHistoric Orpheum Theatre in Memphis serves as the venue for the 34th Freedom Award ceremony on October 16, 2025.
- Smithsonian InstitutionflagshipThe museum holds Smithsonian Affiliate status, indicating a formal affiliation with the Smithsonian Institution network of museums and cultural organizations.
Scale indicators5 records
Recent moves9 records
Expansion highlights8 records
National Civil Rights Museum competitors and assessment
Company assessmentEmerging players
- Japanese American National Museum: Los Angeles-based museum chronicling the Japanese American experience, including WWII incarceration. Comparable as a heritage-and-civil-rights museum with education programming, Smithsonian Affiliate status, and major capital campaigns.
- Holocaust Museum Houston: Houston-based museum with permanent and changing galleries, teacher professional development, and large school-group visitation. Comparable in operating scale, single-site dependency, and reliance on donations/grants alongside admissions.
Regional players
- Apartheid Museum: Johannesburg-based museum chronicling South African apartheid, with comparable narrative-driven exhibition design and educational programming. Operates as a destination cultural institution in a different geography but with a directly analogous historical-justice mission.
- International Slavery Museum: Liverpool-based museum focused on the transatlantic slave trade and its legacy, with thematic galleries and educational outreach. Comparable in narrative-driven curation and focus on a specific historical atrocity as the museum's organizing thesis.
Direct peers
- Center for Civil and Human Rights (Atlanta): Atlanta-based civil and human rights museum offering permanent and rotating exhibits, group tours, and educational programs. Operates as a single-site attraction in a major U.S. city, with comparable ticketing, membership, and event-based revenue mix.
- The Legacy Museum (Equal Justice Initiative): Montgomery-based memorial museum focused on slavery, lynching, and racial segregation, with deep educational programming and partnership with the National Memorial for Peace and Justice. Closest direct peer in mission and narrative-driven exhibition design.
- Birmingham Civil Rights Institute: Civil rights heritage museum located at a historic Birmingham site (Kelly Ingram Park), operating permanent galleries, educational programming, and signature events. Directly comparable in mission, visitor base, and operating model to the National Civil Rights Museum.
Broad incumbents
- National WWI Museum and Memorial: Kansas City-based federally designated history museum with comparable annual visitation (~300K-500K), Smithsonian Affiliate affiliation, and educational programming targeting K-12 groups. Useful benchmark for operating scale and revenue mix at a major U.S. history museum.
- Museum of the American Revolution: Philadelphia-based history museum with comparable visitor scale, premium ticketed admission, and corporate-event venue rentals. Comparable in capital-intensive recent buildout, accreditation posture, and group-tour revenue mix.
- Smithsonian National Museum of African American History and Culture: Federal-scale African American history museum on the National Mall with vastly larger visitor base and endowment. Comparable as a destination institution for civil rights/African American history, but operates at a fundamentally different scale and funding structure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
National Civil Rights Museum social profiles
Digital presenceNational Civil Rights Museum compliance and trust
Trust signalCompliance3 records
National Civil Rights Museum financial estimates
Financial estimateRevenue estimate
Valuation estimate
National Civil Rights Museum leadership team
Management profileNumber of profiles
Profiles10 records
National Civil Rights Museum subsidiaries and ownership
Company hierarchySubsidiaries1 record
National Civil Rights Museum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
National Civil Rights Museum 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 National Civil Rights Museum
What does National Civil Rights Museum do?
The National Civil Rights Museum is a nonprofit cultural and educational institution located at the Lorraine Motel in Memphis, Tennessee, the historic site of Dr. Martin Luther King Jr.'s assassination on April 4, 1968. It sells timed-entry museum admission providing access to permanent galleries, changing exhibitions, and (as of 2026) the Legacy Reimagined Experience, supported by membership, group tours, facility rentals, an on-site retail store, signature events including the Freedom Award, and educational programming.
Is National Civil Rights Museum a public or private company?
National Civil Rights Museum is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was National Civil Rights Museum founded?
National Civil Rights Museum was founded in 1991. It employs 51 to 100 people.
Where is National Civil Rights Museum based?
National Civil Rights Museum is headquartered in Memphis, United States, in the North America region.
How does National Civil Rights Museum make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are membership Program, donations & Fundraising, facility & Space Rentals and retail Store (Lorraine Museum Store).
Who are National Civil Rights Museum's main competitors?
Emerging players on record are Japanese American National Museum and Holocaust Museum Houston. Regional players are Apartheid Museum and International Slavery Museum. Direct peers are Center for Civil and Human Rights (Atlanta), The Legacy Museum (Equal Justice Initiative) and Birmingham Civil Rights Institute. Broad incumbents are National WWI Museum and Memorial, Museum of the American Revolution and Smithsonian National Museum of African American History and Culture.
Does National Civil Rights Museum have an API?
No public API is recorded for National Civil Rights Museum.
What industry is National Civil Rights Museum in?
National Civil Rights Museum's product category is Heritage and Cultural Museum. Its primary akta.pro industry code is BPAGAHAA, Museums & Heritage Sites (History, Science, Specialty), with a secondary code of BPAGAHAD, Cultural Centers & Community Cultural Organizations. Its NAICS code is 71211.