City Institute

What City Institute does

City Institute is a Detroit-based experiential storytelling and city consulting organization that helps companies, civic leaders, and individuals understand and connect to the cities where they live and work. Founded in 2021 by Jeanette Pierce as a successor to Detroit Experience Factory (DXF), which she co-founded in 2006, the organization offers a portfolio of services built around curated in-person and virtual tours, half-day and full-day Learning Journeys, keynote speaking engagements, and the Sought-After City Program — a consulting framework that helps other municipalities apply storytelling-based attraction and retention strategies. The customer base spans Detroit-area enterprises seeking talent attraction, philanthropic foundations executing cross-city leadership exchanges, government entities such as the State of Oregon and the City of Akron, and educational institutions including Harvard Loeb Fellows and the University of Michigan.

The company's core capability is contextual urban storytelling delivered through a 10+ guide team and a 20-year content library covering Detroit's history, neighborhoods, small businesses, and community leaders. Technology assets are limited: the primary digital product is the Futour augmented reality walking tour app, developed in partnership with Urban Electronic Games and available on Apple iOS, alongside a content ecosystem comprising the Discuss Detroit podcast, the Detroit In Context blog, and free downloadable attraction/retention toolkits. No proprietary AI/ML systems, software platform, or significant technology infrastructure are disclosed. The underlying technology of City Institute is effectively a human-delivered, content-rich service practice with light digital distribution.

City Institute operates a hybrid professional services and content model. Revenue is generated through custom private group tours, Learning Journeys (with a Tour Donation Program donating at least one tour per month, valued up to $500), speaking engagement fees, Sought-After City consulting engagements, and retail merchandise including the Hello Detroit hardcover book ($21.99). Pricing is largely quote-based and inquiry-driven; go-to-market is sales-led and event-driven via founder-led speaking at 300+ conferences, augmented by community-led content marketing. Notable enterprise customers include Salesforce, Ally Bank, Bank of America, the Brookings Institution, the Heinz Endowments, and the Community Foundation for Southeast Michigan. The organization is privately held with no institutional investment disclosed.

Name

City Institute

Legal name

City Institute

Website

https://thecityinstitute.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

City Institute is a Detroit-based experiential storytelling and city consulting firm founded by Jeanette Pierce in 2021 that helps companies, civic leaders, and other cities attract and retain talent through curated tours, Learning Journeys, speaking engagements, and the Sought-After City Program.

Ownership category

akta.pro rank

Product category

Experiential City Storytelling Services

NAICS

Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Walking City Tours (Highlights & Orientation) (THAJAAAA)

akta.pro secondary industries

Neighborhood & Local Life Tours (Communities & Hidden Gems) (THAJAAAJ), Architecture & Urban Design Tours (THAJAAAD), Art, Street Art & Creative Scene Tours (THAJAAAE), Local & City Guide Content Aggregators (MPACAKAJ)

Keywords

• Experiential city tours
• Contextual urban storytelling
• Corporate learning journeys
• City consulting services
• Community engagement tours

Headquarters

HQ city

Detroit, Michigan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Private Group Tours: Customized private tours for companies and organizations that provide deeper understanding of Detroit through contextual storytelling. Pricing varies by group size and tour type.
2. Learning Journeys: In-depth half-day and full-day immersive experiences in Detroit around specific themes including site visits, panel discussions, and case studies. Tour donation program offers discounted or free experiences valued at up to $500 for limited-budget organizations.
3. Speaking Engagements & Workshops: Keynotes and workshop presentations by Jeanette Pierce on topics including Detroit in Context, equitable city building, and Sought-After City methodology.
4. City Experience Consulting: Consulting services helping cities develop contextual storytelling experiences and resources through the Sought-After City Program.
5. Merchandise - Hello Detroit Book: Sale of Hello Detroit book for $21.99 plus tax, a 22-page children's book about Detroit published by City Institute.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

City Institute designs and delivers customized experiential city tours, themed half-day and full-day Learning Journeys, and keynote speaking engagements that help people understand and connect with Detroit and other cities. The organization also operates the Sought-After City Program, a consulting framework for municipalities, and publishes a children's book and podcast as supporting educational content. Services are sold to corporate buyers, civic leaders, nonprofits, and individual consumers through direct booking, public calendars, and consulting engagements.

Product overview

City Institute is a service-based organization (not a software company) offering a portfolio of experiential education products centered on Detroit. The core offerings include Private Tours (customized in-person, virtual, and bus/walking tours), Learning Journeys (in-depth themed experiences with site visits and panel discussions), Speaking Engagements & Workshops (keynotes by founder Jeanette Pierce), and the Sought-After City Program (city storytelling consulting with workshops and scorecard tools). The Leadership Exchange Program provides turnkey multi-day Detroit trips for civic leaders. Complementing these are content products: the Hello Detroit children's book, the Discuss Detroit podcast, and free downloadable resources in the Attraction/Retention Toolkit (checklists, maps, scavenger hunts). The Tour Donation Program provides subsidized access for budget-limited organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Sought-After City Program: Program helping cities attract and retain residents by deepening understanding and connection in the community through storytelling, workshops, and the Sought-After City Scorecard tool.
• Discuss Detroit Podcast
• Learning Journeys
• Hello Detroit Book

Products and services

• Private Tours Customized expert-guided tours of Detroit delivered in-person or virtually, including bus tours, walking tours, and virtual presentations covering topics from city history to social justice, sold to companies, civic organizations, and groups.
• Learning Journeys In-depth half-day and full-day themed immersive experiences in Detroit featuring site visits, panel discussions, and case studies, designed for organizations seeking deeper contextual learning than a standard tour.
• Speaking Engagements & Workshops Keynote presentations and workshops delivered by Jeanette Pierce on Detroit topics and city storytelling methodology for conferences, organizations, and municipalities.
• Sought-After City Program Consulting program helping municipalities attract and retain residents by deepening community understanding and connection through workshops, scorecards, and on-the-ground storytelling support.
• Leadership Exchange Program Turnkey multi-day learning trips to Detroit for civic leaders featuring keynote speakers, panel discussions, site visits, special access tours, meals, and activities designed for visiting delegations.
• Hello Detroit Book A 22-page hardcover children's book celebrating Detroit's parks, museums, iconic places, people, and community, written by Jeanette Pierce, illustrated by Dave Toennies, and sold via City Institute.
• Discuss Detroit Podcast Podcast series hosted by Jeanette Pierce featuring conversations with small business owners, community leaders, and Detroit residents about the city, distributed on major audio platforms.
• Attraction/Retention Toolkit Free downloadable resources including checklists, maps, guides, scavenger hunts, and neighborhood story videos developed as part of the City Experience program to support city attraction and retention work.
• GDYT Experiences Detroit Virtual Tour Series Virtual tour series for 5,000+ Detroit youth covering Detroit's small businesses, community organizations, art, and leaders, delivered via partnership with Grow Detroit's Young Talent and Connect Detroit.
• Tour Sponsorship/Donation Program Community sponsorship initiative donating at least one private group tour per month (up to $500 value) or discounted Learning Journeys for budget-limited community groups and organizations.

Quantifiable outcome

• 93% of tour attendees feel more connected to Detroit
• +3 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Twelve partnerships are on record, tiered regional, core and major.

• Downtown Dearborn Development AuthoritiesregionalStrategic or Co-development Partner · 29 June 2023Partnership to launch Downtown Dearborn Walking Tours series geared towards locals exploring the community's history.
• StatebookcoreStrategic or Co-development PartnerData partnership with Statebook (Statebook Insights) to develop the Sought-After City Scorecard, a practical tool for cities to assess collaboration with colleges, employers, and residents on attraction and retention.
• Grow Detroit's Young Talent (GDYT)coreStrategic or Co-development PartnerPartnership with GDYT and Connect Detroit for GDYT Experiences Detroit virtual tour series, reaching over 5,000 Detroit youth through 25 one-hour virtual tours.
• Connect DetroitcoreStrategic or Co-development PartnerPartnership with GDYT and Bank of America for youth virtual tour series exploring Detroit's small businesses, art, culture, and community leaders.
• Greater Portland IncmajorGTM or Marketing PartnerLong-term partner for Leadership Exchange Programs bringing Portland civic leaders to Detroit. Described as 'one of our all-time favorites' trips over 36 years of Best Practice Trips.
• Harvard University Loeb FellowsmajorGTM or Marketing PartnerHarvard Loeb Institute Fellows participated in intensive learning engagements in Detroit.
• Reimagining the Civic CommonsmajorStrategic or Co-development PartnerCoordinated 3-day Learning Journey for 36 leaders from 12 cities including Philadelphia, Memphis, Miami, Charlotte, Akron, and others.
• SalesforcemajorGTM or Marketing PartnerSalesforce Executive Leadership participated in Detroit Learning Journeys.
• City of Graz, AustriaregionalGTM or Marketing PartnerInternational city partner for Leadership Exchange Program and Sought-After City initiatives.
• Baltimore Metropolitan CouncilregionalGTM or Marketing PartnerChesapeake Connect Event partner and Leadership Exchange Program participant.
• City of San JoseregionalGTM or Marketing PartnerLeadership Exchange Program participant for San Jose civic leaders.
• Detroit Experience Factory (DXF)coreOthersDXF sunsetted at end of April 2022; City Institute evolved from DXF's work, maintaining similar mission with expanded scope beyond Detroit. DXF's public programming and resources continue under its own operations.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Viator: Major online tour and experience marketplace (Tripadvisor-owned) reselling city tours, walking tours, and sightseeing experiences. Comparable as a distribution channel and indirect competitor for City Institute's public tour calendar in Detroit.
• Withlocals: Marketplace for private guided tours and experiences hosted by locals across multiple cities. Comparable in private-group tour format, local-expert-led storytelling, and city storytelling model.
• Lonely Planet Experiences: Curated small-group and private city experiences operated under the Lonely Planet brand, focused on cultural immersion and local storytelling. Comparable in curated experiential tour format and city-expert positioning targeting independent and premium travelers.
• Airbnb Experiences: Global marketplace for hosted experiences including guided tours and storytelling walks. Comparable as a distribution and demand channel for City Institute's public tours; competes indirectly for the same experiential-tour customer.

Direct peers

• Inside Detroit: Detroit-based experiential tour and event company offering historical, cultural, and architectural tours of the city. Direct comparable to City Institute in geography, product format (guided walking/bus tours), and customer segment (tourists, residents, corporate groups).
• Walks: High-end guided walking tour operator (formerly Walks of Italy, Walks of New York) offering expert-led small-group tours with skip-the-line access. Directly comparable in expert-guided tour format, premium B2B private group offerings, and city-expert storytelling model.
• Context Travel: Premium small-group guided cultural and historical walking tours led by scholar-guides in major cities globally. Comparable in tour format, premium positioning, expert-led storytelling, and B2B (private group) offerings to City Institute's private tours and Learning Journeys.
• Free Tours by Foot: Tip-based guided walking tour operator with strong presence in U.S. cities. Comparable in walking-tour format, neighborhood/historical content, and city-guide storytelling model, though positioned at lower price points than City Institute's premium private offerings.

Regional players

• Story Midtown Detroit Tours: Detroit-focused tour offerings including self-guided and guided historical tours. Comparable as a same-city competitor for City Institute's Detroit tour product.

Emerging players

• Atlas Obscura: Digital media and experiences brand focused on unusual places, hidden stories, and community-led discovery, including Atlas Obscura Experiences. Comparable in mission (contextual storytelling about places and communities) and overlap in content-plus-experiences monetization that City Institute pursues via podcast, blog, and tours.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLLIKaRQbF94V5Nk9nbY89hE0uk--_igyB
• LinkedInlinkedin.com/company/thecityinstitute

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 City Institute