51 Steps to Freedom
51 Steps to Freedom is a Washington, D.C. 501(c)(3) nonprofit that operates an 8-mile augmented reality walking trail revealing hidden Black history across DC neighborhoods, delivered via web AR and free to the public, with a national expansion plan tied to America's 250th anniversary.
- Company typePrivate
- Founded2021
- HeadquartersWashington, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What 51 Steps to Freedom does
51 Steps to Freedom is a Washington, D.C.-based 501(c)(3) nonprofit organization founded in 2021 that operates a citywide augmented reality walking trail designed to surface hidden Black history and diverse cultural narratives omitted from mainstream American history texts. The trail spans 8+ miles across DC neighborhoods including Georgetown, Dupont Circle, the U Street Corridor, Shaw, Anacostia, and the National Mall, with 30+ stops and 130+ historical stories (over 300 in total across the broader content library). The experience is delivered through a web-based AR platform provided by technology partner Hoverlay, which removes the friction of app downloads by running in a mobile browser on iOS 14+ and Android 8.0+ devices, allowing users to point their phones at locations to view guides, storytellers, artwork, and to virtually sign the Declaration of Independence and Emancipation Proclamation.
The product surface extends beyond the DC walking trail through the "50 States One Nation" initiative, which aims to deploy the Signing the Promise civic engagement experience across all 50 states, 14 U.S. territories, and military bases worldwide by 2026, with active venue partnerships including the Metropolitan Washington Airports Authority (Dulles and Reagan), Cincinnati Reds home games for the 2026 MLB season, and the Sail 4th 250 tall ship parade. The experience is free to access via pay-what-you-can tickets, supplemented by a merchandise storefront (tiles, apparel, books) and a tiered corporate sponsorship program ranging from $2,500 (Advocate) to $1,000,000 (HERO) with multi-year contract options.
The organization generates revenue through a hybrid nonprofit model: tax-deductible donations, foundation and government grants (PNC Foundation, NEH, DC Commission on the Arts & Humanities), corporate sponsorships, merchandise sales, and event-driven activations. Customer segments include DC tourists and visitors (primary), K-12 students and educational institutions (via the Student Voices Program), corporate sponsors and host venues (museums, universities, libraries, military bases, sports franchises), and civic-minded individual donors. The organization is co-founded by H.H. Leonards and Tracy Halliday and is governed by an advisory board that includes Mayor Muriel Bowser as Honorary Co-Chair and Dr. Charlene Drew Jarvis as Chair of the Advisory Board.
51 Steps to Freedom firmographics
Firmographics- Name
- 51 Steps to Freedom
- Legal name
- 51 Steps To Freedom
- Website
- https://51stepstofreedom.org
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 51 Steps to Freedom is a Washington, D.C. 501(c)(3) nonprofit that operates an 8-mile augmented reality walking trail revealing hidden Black history across DC neighborhoods, delivered via web AR and free to the public, with a national expansion plan tied to America's 250th anniversary.
- Ownership category
- akta.pro rank
51 Steps to Freedom industry classification
Industry- Product category
- Augmented Reality Heritage Tours
- NAICS
- Museums, Historical Sites, and Similar Institutions (7121), Historical Sites (71212)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)
Keywords
Where 51 Steps to Freedom is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
51 Steps to Freedom business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Ticket Sales and Donations: Free augmented reality trail tickets available with optional pay-what-you-can donations to support the continued development of the project
- Merchandise Sales: Branded merchandise including tiles ($27), t-shirts ($30-$45), caps ($43), tote bags ($12-$89), and books sold through the online shop
- Corporate Sponsorships: Tiered sponsorship opportunities ranging from Advocate ($2,500) to HERO ($1,000,000) level, providing brand visibility, ad placement, and recognition across the trail and digital platforms
- Donations and Grants: Tax-deductible donations to the 501(c)(3) nonprofit organization supporting the trail's development and maintenance
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free AR Trail Experience |
| One time/ perpetual license | One time | Advocate Sponsorship |
| One time/ perpetual license | Multi-year contract | Trailblazer Sponsorship |
| One time/ perpetual license | Multi-year contract | Legacy Sponsorship |
| One time/ perpetual license | Multi-year contract | Beacon Sponsorship |
| One time/ perpetual license | Multi-year contract | Champion Sponsorship |
| One time/ perpetual license | Multi-year contract | HERO Sponsorship |
| Unit Pricing | Pay-as-you-go | Merchandise |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
51 Steps to Freedom product offering
Product offeringCore offering
51 Steps to Freedom operates an augmented reality walking trail across Washington, DC that transforms the city into the largest outdoor museum in the world. The trail spans 8+ miles with 30+ historical sites and 130+ immersive stories highlighting hidden figures and events in American and Black history. Visitors access the free or pay-what-you-can experience through a web-based AR platform that overlays historical storytellers, guides, and artwork on real locations, with a complementary Sign the Promise feature allowing digital signing of the Declaration of Independence and Emancipation Proclamation.
Differentiator
Problem solved
Functional benefit
Brands
- 50 States One Nation™: A national initiative program celebrating America's 250th anniversary through immersive augmented reality experiences across all 50 states, 14 U.S. territories, and military bases worldwide.
Products and services
- 51 Steps to Freedom AR Walking Trail A self-guided augmented reality walking trail across Washington, DC spanning 8+ miles with 30+ historical sites and 300+ immersive stories. Visitors use a web-based AR platform via Hoverlay to point their phones at locations and view guides, storytellers, and artwork revealing hidden Black history and diverse cultural narratives. Free or pay-what-you-can access.
- Sign the Promise (Digital Declaration Signing) A digital civic engagement feature that allows participants to virtually sign the Emancipation Proclamation and Declaration of Independence, joining millions in a national recommitment to liberty. Deployed at trail stops and partner events including Cincinnati Reds games, Sail 4th 250 tall ship parade, and host institutions nationwide.
- 51 Steps to Freedom Branded Merchandise Branded merchandise including commemorative tiles, t-shirts, caps, tote bags, and books related to the 51 Steps to Freedom trail and 50 States One Nation initiative, sold through the online shop to support the organization's mission.
Quantifiable outcome
- Over 650,000 media impressions reached
- +2 more outcomes
Companies that use 51 Steps to Freedom
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
51 Steps to Freedom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature4 records
51 Steps to Freedom partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and supporting.
- Metropolitan Washington Airports AuthoritycorePartnership to reach millions through airport activations, placing AR experiences and Sign the Promise activations at Dulles and Reagan National airports for travelers.
- America250coreOfficial partner for America's 250th anniversary celebration. 51 Steps to Freedom serves as the anchor experience for the national commemoration of Declaration of Independence.
- Events DCcoreOfficial sponsor and strategic partner providing support for DC-based activations and events celebrating American history and civic engagement.
- O Museum in The MansioncoreFounding partner; Co-Founder H.H. Leonards also serves as Executive Director. Historic civil rights site on the African American Heritage Trail.
- Girl Scouts of the Nation's CapitalsupportingFounding partner supporting youth engagement and educational programming along the trail.
- DC Chamber of CommercesupportingFounding partner providing business community support and advocacy for the trail.
- Washington Urban LeaguesupportingFounding partner supporting economic empowerment and civil rights education through the trail.
- Industrial BanksupportingFounding partner; 6th largest African American owned financial institution in the country, founded 1934.
- HoverlaycoreTechnology partner providing the AR platform enabling web-based augmented reality experiences without app downloads.
- Cincinnati RedssupportingHosting Signing the Promise experience at home games throughout 2026 season at Great American Ball Park, bringing AR civic engagement to sports fans.
- Sail 4th 250supportingPartner for America's 250th celebration featuring tall ship parade in NY/NJ Harbor where Sign the Promise will be available to participants.
- Ben's Chili Bowl FoundationsupportingFounding partner connected to iconic DC institution, supporting trail development and local business engagement.
- Destination DCcoreOfficial tourism marketing organization for Washington DC, promoting the trail as a premier visitor experience.
- The Theatre LabsupportingDC theater arts organization collaborating on Student Voices Program workshops.
- Giant FoodsupportingFeatured partner supporting America250 initiatives and community engagement.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
51 Steps to Freedom competitors and assessment
Company assessmentEmerging players
- Niantic (Pokémon Go): Location-based AR platform that pioneered mobile AR experiences tied to physical places. 51 Steps explicitly compares itself to 'Pokémon Go for history,' making Niantic the most cited reference point for the AR location-based delivery model.
- Geocaching: Location-based activity platform where users find hidden containers using GPS. Comparable as a location-driven mobile experience that encourages exploration of physical places, though without a structured historical narrative layer.
Direct peers
- Clio - The National Trust for Historic Preservation: Mobile app and website that guides users to historical markers and sites across the US with curated narratives. Comparable as a location-based historical interpretation platform serving tourists and educators.
- StoryCorps: Nonprofit oral history project that records and preserves personal stories from Americans. Comparable as a story-collecting, culturally focused nonprofit with similar mission of amplifying underrepresented voices and civic storytelling at scale.
- African American Heritage Trail (DC): Established cultural and historical trail in Washington DC marking significant African American sites. Comparable as a parallel heritage-focused interpretive trail in the same geography with overlapping educational mission and content scope.
- Museum of the American Revolution: Philadelphia-based museum focused on the American Revolution with immersive exhibits and educational programming. Comparable as a heritage-focused nonprofit museum operator with strong educational mission and tourism draw.
Broad incumbents
- Smithsonian Institution: The largest museum complex in the US, including the National Museum of African American History and Culture. Comparable as a Washington DC-based operator of historical/cultural exhibits and educational programming targeting a national and tourist audience.
- Google Arts & Culture: Large-scale digital platform for museum and historical content, including AR features and virtual tours of cultural sites globally. Comparable as a tech-enabled cultural storytelling platform reaching millions of users.
Others
- Hoverlay: Web-based AR platform that powers the 51 Steps experience. Comparable as the underlying technology infrastructure provider and a critical dependency for delivering the AR outdoor museum experience.
Regional players
- DC Trails: Washington DC tour operator offering guided bus and walking tours of the capital. Comparable as a competing DC-specific tourist experience provider, though operating via traditional guided tour format rather than AR.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
51 Steps to Freedom social profiles
Digital presence51 Steps to Freedom financial estimates
Financial estimateRevenue estimate
Valuation estimate
51 Steps to Freedom leadership team
Management profileNumber of profiles
Profiles10 records
51 Steps to Freedom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
51 Steps to Freedom 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 51 Steps to Freedom
What does 51 Steps to Freedom do?
51 Steps to Freedom operates an augmented reality walking trail across Washington, DC that transforms the city into the largest outdoor museum in the world. The trail spans 8+ miles with 30+ historical sites and 130+ immersive stories highlighting hidden figures and events in American and Black history. Visitors access the free or pay-what-you-can experience through a web-based AR platform that overlays historical storytellers, guides, and artwork on real locations, with a complementary Sign the Promise feature allowing digital signing of the Declaration of Independence and Emancipation Proclamation.
Is 51 Steps to Freedom a public or private company?
51 Steps to Freedom is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was 51 Steps to Freedom founded?
51 Steps to Freedom was founded in 2021. It employs 1 to 10 people.
Where is 51 Steps to Freedom based?
51 Steps to Freedom is headquartered in Washington, United States, in the North America region.
How does 51 Steps to Freedom make money?
Four revenue lines are on record. Ticket Sales and Donations are the primary driver. The others are merchandise Sales, corporate Sponsorships and donations and Grants.
Who are 51 Steps to Freedom's main competitors?
Emerging players on record are Niantic (Pokémon Go) and Geocaching. Direct peers are Clio - The National Trust for Historic Preservation, StoryCorps, African American Heritage Trail (DC) and Museum of the American Revolution. Broad incumbents are Smithsonian Institution and Google Arts & Culture. Hoverlay is listed as an others. DC Trails is listed as a regional player.
Does 51 Steps to Freedom have an API?
No public API is recorded for 51 Steps to Freedom.
What industry is 51 Steps to Freedom in?
51 Steps to Freedom's product category is Augmented Reality Heritage Tours. Its primary akta.pro industry code is THAJAAAC, Museum & Landmark Guided Tours (Skip-the-line/Docent-led). Its NAICS code is 7121 and its SIC code is 7900.