MOCA Jacksonville

What MOCA Jacksonville does

MOCA Jacksonville (Museum of Contemporary Art Jacksonville) is a 501(c)(3) nonprofit visual arts institution founded in 1924 and operated as a cultural institute of the University of North Florida. Located at 333 North Laura Street in Downtown Jacksonville, Florida, the museum serves as the oldest art institution in the region and celebrated its centennial in 2024. It functions as a single integrated institution whose core products are contemporary art exhibitions (focused on work created from 1960 to the present), a permanent collection anchored by the Norman E. Fisher Collection of nearly 700 objects and the recently acquired Frank Stella 'Jacksonville Stacked Stars' sculpture, and a broad suite of educational and community programming including Project Atrium site-specific installations, Teen Art Studio, Teen Council, Teen Teachers, Camp @ MOCA, Kids Art Lab, Autism Creates, Family Days, plus recurring adult workshops in watercolor, ceramics, figure drawing, and yoga.

The museum serves a diversified Jacksonville-area audience: families with children ages 6–14 (camps and Family Days), teenagers seeking leadership and volunteer opportunities, University of North Florida students/faculty/staff who receive free membership, K-12 schools and educators, general adult art enthusiasts, and corporate partners seeking venue rentals and sponsorship visibility. Programmatic distribution combines a single physical museum location, Eventbrite for self-serve ticketing, Canvas Infrastructure for the online component of Teen Art Studio, and recurring community-access events including VyStar Free Saturdays and Florida Blue Free Museum Nights.

MOCA's revenue model is a hybrid nonprofit structure combining membership dues (tiered from $60 for individuals to $1,000+ for Donor Circles, billed annually), one-time admission fees (with substantial free access via corporate sponsorships), transaction-based fees for educational programs (e.g., Teen Art Studio at $160–$200 per semester), venue rental income, donations and corporate sponsorships (VyStar, Florida Blue, PNC Foundation, Cummer Family Foundation, Edna Sproull Williams Foundation, J. Wayne and Delores Barr Weaver), and on-site food and beverage revenue through Setlan Coffee Co. and SoulFULL Eats catering. Operations are supported by a lean 29-person staff and the structural backing of its UNF affiliation, with marketing conducted through Instagram, email newsletters, Eventbrite, monthly Art Walk participation, and earned local media coverage.

Name

MOCA Jacksonville

Legal name

Museum of Contemporary Art Jacksonville

Website

https://mocajacksonville.unf.edu

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Short description

MOCA Jacksonville is a 501(c)(3) contemporary art museum and cultural institute of the University of North Florida. It serves Jacksonville families, teens, UNF students, and adult audiences through exhibitions, educational programs, memberships, and community events.

Ownership category

akta.pro rank

Headquarters

HQ city

Jacksonville

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, Technology or R&D, Supply Chain

Revenue model

1. Membership Dues: Annual membership program with tiered levels from $60 for individuals to $1,000+ for Donor Circles, providing free admission, parking, and exclusive benefits.
2. Admission Fees: Standard admission fees for non-members, with free admission sponsored by VyStar on Saturdays and Florida Blue during Museum Nights.
3. Educational Programs: Revenue from classes, workshops, and camps including Teen Art Studio ($160-200/semester), ceramics workshops, and Summer Camp.
4. Venue Rentals: Museum spaces available for private events and rentals.
5. Donations and Sponsorships: Charitable contributions from individuals, corporate sponsors like Florida Blue and VyStar, and foundation support for exhibitions and programs.
6. On-site Food & Beverage: Revenue from Setlan Coffee Co. café operations with member discounts; catering partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

MOCA Jacksonville is a nonprofit contemporary art museum that operates rotating exhibitions and a permanent collection of modern and contemporary works, alongside an educational programming suite including teen studios, children's art camps, adult workshops, and a UNF student artist residency. Revenue is generated from memberships, admissions, educational program fees, venue rentals, café and catering services, and charitable donations and corporate sponsorships.

Product overview

MOCA Jacksonville is a museum of contemporary art that functions as a single unified institution with multiple interconnected programmatic offerings. The core museum provides exhibitions and collections focused on contemporary art from 1960 to the present. Key programmatic products include: Project Atrium (site-specific installation series since 2011); the UNF Student Artist-in-Residence program (competitive residency for UNF students culminating in exhibitions); and the education suite comprising Teen Art Studio, Teen Council, Teen Teachers, Camp @ MOCA, Kids Art Lab, and Autism Creates programs. Additional public programming includes VyStar Free Saturdays, Free Museum Nights, MOCA Movie Night, IndieJAX, Coffee with a Curator, Jazz in the Afternoon, and various art-making workshops (Watercolor Flow, Studio Practice, Art of the Figure, Artful Movement, Seize the Clay, Mud in Motion). The museum also offers Core Memberships ($60-$125) and Donor Circles ($1,000+) with tiered benefits, plus food/beverage services through Setlan Coffee Co. and SoulFULL Eats catering. All programs serve visitors of all ages with emphasis on community engagement, art education, and emerging artist development.

Differentiator

Problem solved

Functional benefit

Brands

• Project Atrium: Site-specific installation series commissioning artists to create installations in the museum's atrium
• UNF Student Artist-in-Residence
• Camp @ MOCA
• Teen Council
• VyStar Free Saturdays
• Free Museum Nights

Products and services

• MOCA Jacksonville Museum of Contemporary Art A cultural institute of the University of North Florida that presents contemporary art exhibitions, maintains a permanent collection, and provides educational programs and publications focused on art from 1960 to the present. Located at 333 North Laura Street, Downtown Jacksonville.
• Project Atrium A site-specific and site-sensitive installation series that commissions artists to create immersive installations engaging the museum's public-facing architecture across three floors of the atrium.
• Camp @ MOCA Seasonal art camps for children ages 6-14 offering hands-on learning during Spring, Summer, and Winter school breaks with themes including painting, printmaking, murals, photography, and more.
• Teen Art Studio Studio painting course for teens (formerly Emerging Artist Program) offered during Fall and Spring semesters with eight in-person classes, critiques from visiting professionals, and presentations. Includes an online component using Canvas Infrastructure. Priced at $160 per semester for MOCA members and $200 for non-members.
• UNF Student Artist-in-Residence Program A highly competitive experiential learning program that awards UNF students access to a studio inside the museum to complete a new body of work over a final semester, culminating in an exhibition in the fifth-floor Education Gallery.
• Core Memberships Annual membership program starting at $60 for individuals and $125 for families, providing free admission, complimentary parking, and reciprocal museum memberships.
• Donor Circles Philanthropic membership level starting at $1,000 providing exclusive programs, special events, and travel opportunities for high-level supporters.
• Venue Rentals Rental spaces within the museum including the Atrium, studios, and gallery spaces available for corporate events, private functions, and community rentals.
• Setlan Coffee Co. (On-site Café) On-site café offering coffee, teas, pastries, and light bites operated by Setlan Coffee Co. MOCA members receive a discount on purchases. Open daily without museum admission requirement.

Quantifiable outcome

• Nearly 700 objects in Norman E. Fisher Collection
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• University of North FloridacoreStrategic or Co-development PartnerMOCA Jacksonville is a cultural institute of UNF. This partnership provides MOCA with academic credibility, student pipeline, and shared resources. UNF students, faculty, and staff receive free MOCA membership. The partnership supports Arts UNF programming and the Student Artist-in-Residence program.
• VyStar Credit UnionmajorGTM or Marketing PartnerVyStar sponsors Free Saturdays at MOCA, providing free admission for all visitors every Saturday from 11 a.m. to 5 p.m. This partnership increases community access to contemporary art.
• Florida BluemajorGTM or Marketing PartnerFlorida Blue is the presenting sponsor for Project Atrium and sponsors Free Museum Nights on 1st and 3rd Wednesdays from 5-9 p.m. They also provide support for various exhibitions and programs.
• Setlan Coffee Co.coreStrategic or Co-development PartnerOn-site café operated by Setlan Coffee Co., providing food and beverage service to museum visitors. MOCA members receive a discount on purchases. The café is open daily without museum admission requirement.
• SoulFULL EatsminorStrategic or Co-development PartnerSustainable catering company providing on-site and off-site catering for MOCA events. Specializes in high-end sustainable meals for events at the museum or elsewhere.
• Yoga 4 ChangeminorStrategic or Co-development PartnerLocal nonprofit providing yoga instruction for MOCA's Artful Movement program, held on the 3rd Sunday of each month in the galleries. All-levels class designed for all ages.
• John Lumpkin InstituteminorStrategic or Co-development PartnerPartner organization for Jazz in the Afternoon, a quarterly Sunday performance series at MOCA featuring local musicians.
• Jacksonville Film and Television OfficeminorStrategic or Co-development PartnerCollaboration partner for IndieJAX, a quarterly independent filmmaker screening series during Free Museum Nights, celebrating local filmmaking.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Tampa Museum of Art: Regional art museum serving the Tampa Bay area with contemporary and classical collections, education programs, and community engagement. Comparable scale and programming model, but different service geography.
• ICA Miami: Miami-based Institute of Contemporary Art showing contemporary art with similar program structure (exhibitions, education, events). Direct category match but operates in a different Florida market.
• Orlando Museum of Art: Florida regional art museum with contemporary collections, educational programming, and family/teen engagement. Comparable institutional model though serving a different Florida metro.

Broad incumbents

• Institute of Contemporary Art Boston: Boston-based contemporary art museum with free admission, education programs, and university-adjacent collaboration model. Comparable free-admission and contemporary art focus, but anchored in a major metro and university ecosystem.
• New Museum: New York City contemporary art museum focused on emerging artists and new perspectives. Comparable contemporary art mission and education/community programming, but operates at a significantly larger scale and visibility.
• Speed Art Museum: Kentucky's oldest and largest art museum with both contemporary and historical collections. Comparable institutional age and education programming, but a broader collection scope and larger scale.
• Pérez Art Museum Miami (PAMM): Larger Florida contemporary art museum with significantly bigger footprint and budget. Comparable curatorial focus on contemporary art, but draws a broader international audience and operates at a much larger scale.

Direct peers

• Museum of Contemporary Art (MOCA) North Miami: Florida-based contemporary art museum with similar mission (post-1960 art), education programs, and free-admission initiatives. Direct competitor in the Florida contemporary art museum category though geographically separated.
• The Contemporary Art Museum St. Louis: St. Louis-based contemporary art museum with free admission, education programs, and Project Atrium-style installation series. Strong programmatic match to MOCA Jacksonville though serving a different regional market.
• Cummer Museum of Art & Gardens: Jacksonville's other major art museum, located along the St. Johns River. Comparable as a regional art museum offering exhibitions, education programs, gardens, and venue rentals to the same Jacksonville-metro audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mocajax
• LinkedInlinkedin.com/company/mocajax

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about MOCA Jacksonville