NCMA Winston-Salem (formerly SECCA)

What NCMA Winston-Salem (formerly SECCA) does

NCMA Winston-Salem (formerly SECCA, Southeastern Center for Contemporary Art) is a contemporary art museum founded in 1956 in Winston-Salem, North Carolina. It operates as a division of the North Carolina Department of Natural and Cultural Resources and as an affiliate of the North Carolina Museum of Art, with funding sourced from state appropriations, private donations, membership fees, exhibition admissions, and corporate sponsorships. The institution serves the Piedmont Triad region with a broad public audience spanning families, teens, adults, K-12 students, and working artists, and runs an education outreach program called Portable Gallery that reaches over 2,000 students annually in schools.

The museum's offerings include rotating contemporary art exhibitions, music and performance series (Park Hangs outdoor concerts, Vinyl Lounge), hands-on art-making programs (2nd Saturday, Art in the Park, Open Studio), educational initiatives (Field Trips, ART/LIT teen club, Book Club, Artist Talks), and a multi-tiered membership program ranging from $50 Individual to $10,000 Collectors Cabinet. Reciprocal access to 1,500+ North American museums is available through NARM, ROAM, and SERM networks. Adult exhibition tickets are priced at $18, and most programs and general admission are free. The institution has no proprietary technology platform; its infrastructure consists of the 32-acre Marguerite Drive campus (including the 1929 Hanes House), a new downtown space at 400 W 4th St opened July 16, 2026, and partner venues across Winston-Salem and High Point.

In 2024, the NC State Assembly appropriated $15 million for capital projects at the Marguerite Drive campus, which remains closed in 2026 for construction. Corporate sponsors include Pinnacle Financial Partners, Fader Real Estate, Leland Little, and EMBER Audio + Design, alongside foundation and individual donors such as Z. Smith Reynolds Foundation and the Hanes family. The museum rebranded from SECCA to NCMA Winston-Salem as part of its integration with the broader North Carolina Museum of Art system.

Name

NCMA Winston-Salem (formerly SECCA)

Legal name

North Carolina Museum of Art, Winston-Salem

Website

https://ncmawinstonsalem.gov

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

NCMA Winston-Salem is a state-affiliated contemporary art museum in Winston-Salem, NC, serving the Piedmont Triad with exhibitions, educational programs, and community events since 1956. It operates a downtown space, a 32-acre campus under renovation, and an outreach program serving 2,000+ K-12 students annually.

Ownership category

akta.pro rank

Product category

Art Museum / Contemporary Arts Institution

NAICS

Museums (712110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAJADAA

Art Museums

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

SECONDARYTHAJADAH

Art Galleries & Exhibition Spaces (Commercial & Nonprofit)

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

SECONDARYCRALAJAG

Museum, Zoo & Attraction Gift Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Gift, Novelty & Souvenir Retail

Keywords

• Contemporary art museum
• Art exhibitions
• Community arts programs
• Art education outreach
• Cultural institution

Headquarters

HQ city

Winston-Salem

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, Others

Revenue model

1. Memberships: Annual membership program with multiple tiers ranging from $50 Individual to $10,000 Collectors Cabinet. Memberships provide free/discounted exhibition admission, guest passes, early access to events, and reciprocal benefits with 1,500+ museums across North America through NARM/ROAM/SERM networks.
2. Exhibition Admissions: Paid ticketed exhibitions with adult tickets at $18. Members receive free or discounted admission based on membership level.
3. Donations and Sponsorships: Accepts donations through Ways to Give. Corporate sponsors support specific exhibitions and programs including Pinnacle Financial Partners and Fader Real Estate for Unboxed exhibition, Leland Little for artist talks, and various donors for programming.
4. Museum Store and Cafés: 10% discount at Museum stores and cafés for members. Retail operations at both locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

NCMA Winston-Salem operates a contemporary art museum offering rotating exhibitions of regional and national artists, free public programming (artist talks, concerts, hands-on workshops, teen and adult programs), a tiered membership program with reciprocal museum access, and educational outreach through the Portable Gallery school program. The institution also runs an on-site museum store and café, supporting both visitor experience and earned revenue.

Product overview

NCMA Winston-Salem is a contemporary art museum (formerly SECCA) offering exhibitions, educational programs, and community engagement initiatives. The institution operates through multiple program offerings including rotating exhibitions featuring regional and international contemporary artists; performance and music series (Park Hangs outdoor concerts, Vinyl Lounge record listening events); hands-on art-making programs (2nd Saturday, Art in the Park, Open Studio); educational initiatives (Field Trips, ART/LIT teen club, Book Club, Artist Talks); and outreach programs (Portable Gallery bringing art into schools). The museum also offers a membership program with tiered benefits and is currently operating from a new downtown location while its main campus undergoes construction improvements.

Differentiator

Problem solved

Functional benefit

Brands

• Portable Gallery: An education outreach initiative that brings contemporary artworks by North Carolina artists directly into schools, making meaningful encounters with art part of everyday learning.
• Hanes House

Products and services

• Exhibitions Rotating exhibitions featuring regional and national contemporary artists, including the inaugural downtown exhibition 'Unboxed: Art beyond the Museum' (13 North Carolina-based artists) and past exhibitions such as Brandon Sadler: The Path of Totality, We Belong Here: The Gutierrez Collection, and David LaChapelle: Dear Sonja. Adult admission tickets are $18; members receive free or discounted entry.
• Park Hangs

Quantifiable outcome

• Over 2,000 students served annually through Portable Gallery program
• +2 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered flagship, core and minor.

• Pinnacle Financial PartnersflagshipGTM or Marketing PartnerPrimary sponsor of Unboxed: Art beyond the Museum, the inaugural exhibition at NCMA Winston-Salem Downtown. Exhibition runs July 16 - August 30, 2026.
• Fader Real EstateflagshipGTM or Marketing PartnerPrimary sponsor of Unboxed: Art beyond the Museum, the inaugural exhibition at NCMA Winston-Salem Downtown. Exhibition runs July 16 - August 30, 2026.
• Leland LittlecoreGTM or Marketing PartnerGenerous sponsor of Artist Talks including Location History and Portrait Mode events featuring exhibiting artists from Unboxed exhibition.
• EMBER Audio + DesigncoreStrategic or Co-development PartnerOriginal founder of Vinyl Lounge (established over ten years ago as PVD - Public Vinyl Demo). Partner for presenting Vinyl Lounge events at NCMA Winston-Salem Downtown. Also provides generous support for programming.
• Forsyth County Public LibrarycoreStrategic or Co-development PartnerPartner for ART/LIT teen art club program. Workshops led by working artists at local library branches for students ages 12-17.
• Winston-Salem Recreation & ParkscoreStrategic or Co-development PartnerCo-presenter of Art in the Park free pop-up series. Designed for all ages at scenic local parks with hands-on tutorials led by local artists.
• Innovation QuartercoreGTM or Marketing PartnerCo-presenter of Park Hangs outdoor concert series at Bailey Park. Located in Winston-Salem's Innovation Quarter district.
• Cohab.SpaceminorStrategic or Co-development PartnerCreative workforce development destination in High Point. Featured as field trip destination for behind-the-scenes tour of arts hub supporting sustainable careers in the arts.
• Delta Arts CenterminorStrategic or Co-development PartnerField trip destination featured as part of community art excursions to local arts-based organizations and institutions.
• Reynolda House Museum of American ArtcoreStrategic or Co-development PartnerPartner for 2nd Saturday Community Day event. Co-programming to showcase local organizations and collaborative mural creation.
• Salem College (S.I.D.E. Chair Library)minorStrategic or Co-development PartnerS.I.D.E. (Sutton Initiative for Design Education) collaboration featuring rare collection of 45 iconic chairs. Field trip includes guided tour by Dr. Rosa Otero.
• Cameron Art Museum (CAM)flagshipStrategic or Co-development PartnerCo-organizer of We Belong Here: The Gutierrez Collection exhibition. On view at CAM April 23 - September 7, 2025 and NCMA Winston-Salem October 23 - December 27, 2025.
• Onay Gutierrez and Jeffrey ChildersflagshipStrategic or Co-development PartnerNorth Carolina-based collectors whose Gutierrez Collection is the first public exhibition of contemporary art built over the past decade. Supports We Belong Here exhibition.
• Arts District / Visual IndexminorStrategic or Co-development PartnerCommunity organization connecting diverse voices through arts-centric events. Co-founder Toni Tronu curates galleries; NCMA Music Coordinator Katei Cranford curates music for ART CRUSH events.
• Atwell Ford Real EstateminorGTM or Marketing PartnerAdditional supporter for Park Hangs outdoor concert series at Bailey Park.
• Anna Reilly and Matthew CullinanminorGTM or Marketing PartnerDonors providing generous support for NCMA Winston-Salem Downtown and programming.
• Borden and Ann HanesminorGTM or Marketing PartnerDonors providing generous support for NCMA Winston-Salem Downtown and programming.

Scale indicators8 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Reynolda House Museum of American Art: Winston-Salem's American art museum and an active programming partner (co-hosts 2nd Saturday Community Day). Same city, overlapping audience, and complementary collection focus, making it the closest direct peer.
• Weatherspoon Art Museum: University-affiliated art museum at UNC Greensboro with a modern and contemporary focus, similar in scale and audience, and located within the same Piedmont Triad region.
• Cameron Art Museum: Wilmington, NC contemporary and historic art museum that co-organized the 'We Belong Here: The Gutierrez Collection' exhibition with NCMA Winston-Salem. Comparable scale and contemporary programming orientation.
• Bechtler Museum of Modern Art: Charlotte-based museum focused on modern and contemporary art; comparable programming cadence and tiered membership structure, serving overlapping NC audiences.

Regional players

• Telfair Museums: Savannah, GA multi-site museum with contemporary and historic programming; comparable size and Southeastern US audience demographics.
• Mint Museum: Charlotte, NC's flagship art museum with strong contemporary programming; comparable North Carolina footprint and donor base, though larger in scale and budget.
• Nasher Museum of Art at Duke University: Duke University art museum with a strong contemporary collection and educational programming; comparable in mission though larger and university-funded.
• Asheville Art Museum: Western North Carolina's regional art museum with a contemporary collection and active community programming; similar scale and tiered membership model.

Broad incumbents

• Speed Art Museum: Kentucky's oldest and largest art museum with a contemporary programming track; comparable to NCMA Winston-Salem in operating structure (state-supported nonprofit) but at materially larger scale.
• High Museum of Art: Atlanta's flagship art museum and the dominant Southeastern US peer; much larger in scope, budget, and collection, but competes for the same regional corporate sponsors and donor attention.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ncartmuseum
• YouTubeyoutube.com/@NCMA.WinstonSalem
• Facebookfacebook.com/NCMA.WinstonSalem
• LinkedInlinkedin.com/company/ncmawinstonsalem
• Instagraminstagram.com/ncma.winstonsalem

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 NCMA Winston-Salem (formerly SECCA)