The People's House: A White House Experience

What The People's House: A White House Experience does

The People's House: A White House Experience is a 33,000-square-foot educational museum located at 1700 Pennsylvania Avenue NW in Washington, D.C., operated by the White House Historical Association (a 501(c)(3) nonprofit founded in 1961 by First Lady Jacqueline Kennedy). The museum opened in September 2024 after 20 months of planning, construction, and fundraising, and welcomed more than 275,000 visitors in its first year. It features two floors of cutting-edge interactive exhibits including a 1:5 scale White House model with cinematic transformation, a full-scale Oval Office replica (refreshed in July 2025 to reflect the presidential transition), a 360-degree immersive projection theater with gesture-responsive controls, digital portrait galleries of White House staff, responsive research tables, and state-of-the-art classrooms for facilitated educational programming. Technology is delivered through a strategic partnership with Panasonic and was jointly designed with D&P, earning multiple industry awards including Inavation Awards First Place 2025, SEGD Global Design Awards 2025, GOOD DESIGN Award 2025, and Blooloop Awards 2024.

The business model is a hybrid nonprofit revenue structure. General admission is free with a suggested $15 donation per visitor. Direct revenue streams include visitor donations, retail sales through the on-site 1,500-square-foot White House History Shop (also online at shop.whitehousehistory.org), WHHA membership subscriptions with exclusive benefits, and paid adult/corporate education sessions priced at $200 base tuition plus $250-$500 in incremental group-size fees. K-12 field trips are free with a refundable $200 deposit. The organization is funded primarily through philanthropy, anchored by an $85.5 million capital campaign launched in November 2023 and a $19.5 million corporate gift announcement in June 2024, with no venture capital or private equity exposure. The museum operates with 13 employees, targets general public tourists, K-12 students, and corporate groups as primary segments, and is promoted through earned media coverage, social channels, email, educational partnerships, and cross-promotion with the White House Historical Association's existing member and donor ecosystem.

Name

The People's House: A White House Experience

Legal name

The White House Historical Association

Website

https://thepeopleshouse.org

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

The People's House is a 33,000 sq ft free-admission interactive museum in Washington, D.C., operated by the White House Historical Association, featuring immersive exhibits, a full-scale Oval Office replica, and educational programs for tourists, K-12 students, and corporate groups.

Ownership category

akta.pro rank

Product category

Educational Museums & Cultural Attractions

NAICS

Museums (712110), Historical Sites (71212)

akta.pro primary industry

Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA)

akta.pro secondary industries

Museum, Zoo & Attraction Gift Shops (CRALAJAG), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

Keywords

• Interactive history museum
• Educational museum experience
• Cultural heritage attraction
• Immersive exhibit design
• Nonprofit educational programs

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Visitor Donations: General admission is free with a suggested $15 donation per person to support the museum's mission-driven programs, exhibits, and educational outreach. Group visits also encourage donations.
2. Retail Sales: The White House History Shop is a 1,500-square-foot flagship retail store featuring exclusive products developed for the White House Historical Association, including Official White House Christmas ornaments, home accessories, jewelry, books, children's toys, and apparel. Also available online at shop.whitehousehistory.org.
3. Membership: White House Historical Association membership provides exclusive benefits including special event invitations and discounts at the gift shop. Membership supports the Association's mission.
4. Educational Programs: Adult and corporate groups pay $200 non-refundable tuition for education sessions, with additional fees of $250 for groups of 37-72 and $500 for groups of 73-90. Field trips require a $200 refundable deposit.
5. Corporate Sponsorships: Sponsorship opportunities for exhibitions and educational programs, including partnerships with corporations to advance scholarship, education, and accessibility.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

The People's House is a 33,000-square-foot cutting-edge educational museum in Washington, D.C. that tells the story of the Executive Mansion through permanent interactive exhibits, immersive media, and full-scale replicas. The museum offers free general admission with suggested donation, and provides fee-based facilitated educational sessions for K-12 students, corporate groups, and adult learners. An on-site 1,500-square-foot retail store (White House History Shop) sells exclusive merchandise to support the nonprofit mission.

Product overview

The People's House: A White House Experience is a single unified museum experience operated by the White House Historical Association, featuring 33,000 square feet of cutting-edge interactive exhibits across two floors. The core experience includes permanent exhibits (The People's House Inside Look, The Oval Office replica, The Immersive Theater, The West Colonnade, The Rose Garden, People's Voices Gallery, The White House in Action, Stories in Objects, and The White House Gallery) complemented by paid educational programs (Student Classroom Experiences, Adult & Corporate Education Sessions), group visit services, and an on-site retail shop. General admission is free with optional donations.

Differentiator

Problem solved

Functional benefit

Products and services

• The People's House Museum Experience A cutting-edge educational museum experience telling the story of the Executive Mansion through interactive exhibits, hands-on displays, and immersive media. Features 33,000 square feet of exhibit space including a 1:5 scale White House model, full-scale Oval Office replica, 360-degree immersive theater, and digital portrait galleries. Free general admission with suggested $15 donation for all visitors.
• Student Classroom Experience Facilitated educational field trips for K-12 groups of 10-35 students on Tuesdays, Wednesdays, and Thursdays during the school year. Includes guided exhibit time and hands-on classroom components with programs like White House 101, White House Workers, and Stories in Objects.
• Adult & Corporate Education Sessions Educational classroom sessions for adult and professional groups including touring groups, professional development programs, and corporate experiences. Topics include White House History 101, First Families, The First Ladies, and Slavery in the President's Neighborhood. Groups of 10-90 with $200 base tuition plus size-based surcharges.
• White House History Shop A 1,500-square-foot flagship retail store featuring exclusive products developed for the White House Historical Association, including Official White House Christmas ornaments, home accessories, jewelry, books, children's toys, and apparel. Located at the museum entrance and also available online.
• White House Historical Association Membership Membership program providing exclusive benefits including special event invitations and discounts at the gift shop. Membership supports the White House Historical Association's mission to preserve White House history.

Quantifiable outcome

• Welcomed more than 275,000 visitors in first year of operation
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Various Corporate PartnersminorGTM or Marketing Partner · 19 September 2024Corporate partners to advance scholarship, education, and accessibility programs at The People's House. Partners receive recognition and promotional benefits in exchange for supporting the museum's mission.
• PanasoniccoreTechnology or Integration · 9 July 2024Strategic partnership with Panasonic for innovative education technology integrated throughout the museum exhibits. Panasonic provides display and projection technology enabling the immersive experiences including 360-degree theater, interactive displays, and digital portrait systems.
• Corporate Partners (Multiple)coreStrategic or Co-development Partner · 24 June 2024White House Historical Association announced $19.5 million in gifts to advance scholarship, education, and accessibility at The People's House. These corporate partnerships support educational programs, exhibits, and accessibility initiatives.
• D&P (Exhibition Design Firm)coreTechnology or IntegrationD&P collaborated on the award-winning immersive exhibition design, creating the interactive experiences including the 1:5 scale White House model, Oval Office replica, and immersive theater spaces. Jointly awarded First Place at 2025 Inavation Awards.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• ARTECHOUSE: ARTECHOUSE is a D.C.-based immersive art and technology experience featuring large-scale projection, interactive installations, and rotating exhibits. It is an emerging peer that overlaps with The People's House in technology-driven immersive experience design and D.C. tourist capture.

Regional players

• National Geographic Museum: The National Geographic Museum in downtown D.C. hosts rotating exhibitions with strong educational components and a flagship retail operation. It is a regional peer operating in the same D.C. tourist corridor with rotating exhibits, K-12 programming, and a major gift shop.
• International Spy Museum: The International Spy Museum is a paid immersive museum in Washington D.C. covering espionage history with interactive exhibits and educational programs. It is a regional peer competing for the same D.C. tourist and school-group audiences with paid ticketing and immersive technology.

Direct peers

• Mount Vernon: Mount Vernon is George Washington's historic estate and museum complex on the Potomac, offering immersive tours, educational programming, and retail at a presidential historic site. It is the closest analog to The People's House as a presidential-history destination museum with paid education programs and a flagship gift shop.
• Ronald Reagan Presidential Library: The Reagan Library is a presidential museum and archive operated by the National Archives, featuring immersive exhibits including a full-scale Air Force One pavilion. It is comparable to The People's House as a destination presidential museum with permanent immersive exhibits, school programs, and retail.
• George W. Bush Presidential Center: The Bush Center in Dallas includes a presidential museum, library, and public programming space dedicated to a single U.S. presidency. It is directly comparable to The People's House in mission (presidential history education), visitor experience, and educational programming for students and adults.
• Tudor Place Historic House and Garden: Tudor Place is a historic house museum in the Georgetown neighborhood of Washington D.C., offering guided tours and educational programming about an early American estate. It is comparable to The People's House as a D.C.-based historic house museum with K-12 and adult group programs.
• Hillwood Estate, Museum and Gardens: Hillwood Estate is a historic house museum in northwest Washington D.C. featuring decorative arts, gardens, and curated programming for adults and student groups. It is comparable to The People's House as a D.C.-based historic estate museum with educational and group programming.
• Obama Presidential Center: The Obama Presidential Center in Chicago is a presidential museum, library, and programming space focused on a modern U.S. presidency. It mirrors The People's House's model of curated exhibit galleries, K-12 and adult educational programming, and a destination museum experience.

Broad incumbents

• Smithsonian National Museum of American History: The Smithsonian National Museum of American History is a free federal museum in D.C. covering the full sweep of American history, including presidential collections. As a larger incumbent operating in the same D.C. tourist market with free admission, it competes for visitor attention and K-12 field trip demand.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/peopleshousedc
• Facebookfacebook.com/peopleshousedc
• LinkedInlinkedin.com/company/the-peoples-house
• Instagraminstagram.com/peopleshousedc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The People's House: A White House Experience