Sixth Floor Museum at Dealey Plaza

What Sixth Floor Museum at Dealey Plaza does

The Sixth Floor Museum at Dealey Plaza is a 501(c)(3) nonprofit cultural institution operated by the Dallas County Historical Foundation, founded in 1989 and located within the former Texas School Book Depository building at 411 Elm Street in Dallas, Texas. The museum chronicles the assassination and legacy of President John F. Kennedy through its core permanent exhibit, "John F. Kennedy and the Memory of a Nation," on the sixth floor, complemented by rotating special exhibitions, public programs, and educator institutes on the seventh floor. Its underlying technology stack includes an online collections management system (emuseum.jfk.org), a dedicated ticketing platform (tickets.jfk.org), and a separate e-commerce storefront (store.jfk.org), supporting both digital and in-person visitor engagement.

The museum serves general public visitors, students and educators, corporate partners, and individual members, drawing nearly 850,000 unique visitors annually and engaging over 7,000 students and educators through on-site, in-classroom, and virtual learning programs. Revenue is generated through a diversified mix of timed-admission ticket sales, a tiered corporate partnership program (Silver $2,500, Gold $5,000, Platinum $10,000), an individual membership program spanning $50 digital to $10,000 Leader tiers, charitable donations processed via the website and a dedicated donation line, and museum store merchandise. The institution maintains an oral history collection of more than 2,000 recorded interviews, holds American Alliance of Museums accreditation, and is recognized as the most visited historic site in North Texas. Its go-to-market blends community-led engagement (public programs, gallery talks, educator institutes, Blue Star Museum participation) with enterprise-level corporate partnership sales coordinated through a dedicated Membership and Development Manager.

Name

Sixth Floor Museum at Dealey Plaza

Legal name

Dallas County Historical Foundation

Website

https://jfk.org

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

The Sixth Floor Museum at Dealey Plaza is a 501(c)(3) nonprofit museum in Dallas, Texas, chronicling the assassination and legacy of President Kennedy. It serves nearly 850,000 annual visitors, 7,000+ students and educators, corporate partners, and individual members through exhibits, educational programs, memberships, and donations.

Ownership category

akta.pro rank

Product category

History Museum

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Museums (71211), Historical Sites (71212), Libraries and Archives (51921)

akta.pro primary industry

History Museums (THAJADAB)

akta.pro secondary industries

Museum, Zoo & Attraction Gift Shops (CRALAJAG), Education & Research Archives Storage (Universities, Libraries, Labs) (TLALALAH)

Keywords

• History museum exhibits
• Cultural heritage tourism
• Educational programming
• Oral history archives
• Historic site preservation

Headquarters

HQ city

Dallas

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. Admission Tickets: Visitors purchase timed tickets in advance to access the museum's core exhibit on the sixth floor and special exhibitions on the seventh floor. Revenue supports delivery of the museum's nonprofit mission.
2. Corporate Partnerships: Corporate sponsorship program with three tiers (Silver $2,500, Gold $5,000, Platinum $10,000) offering recognition benefits, complimentary passes, event access, and private tours. Tax deductible within IRS limits.
3. Membership Program: Individual membership tiers ranging from $50 digital-only to $500 Patron level, with benefits including free admission passes, store discounts, exclusive communications, and event invitations.
4. Donations: Individual charitable contributions to support the museum's educational and preservation mission. One-time and recurring donation options available via the website.
5. Museum Store: E-commerce retail operation selling merchandise at store.jfk.org and in-person at the museum, offering branded items and educational materials.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

The Sixth Floor Museum at Dealey Plaza is a nonprofit history museum housed in the former Texas School Book Depository building in Dallas, Texas. It operates a permanent exhibit ("John F. Kennedy and the Memory of a Nation") on the sixth floor and rotating special exhibitions on the seventh floor, supported by educational programs, an oral history archive, an online collections database, and a museum store. The museum sells timed admission tickets, individual and corporate memberships, museum store merchandise, and rights/reproductions services for archival content.

Product overview

The Sixth Floor Museum at Dealey Plaza operates as a nonprofit museum operated by the Dallas County Historical Foundation, with a primary focus on the permanent exhibit 'John F. Kennedy and the Memory of a Nation' on the sixth floor of the former Texas School Book Depository. The museum complements its core permanent exhibit with rotating special exhibitions on the seventh floor, an online collections database, oral history collection (2,000+ interviews), and educational programs. Digital offerings include a Digital Membership tier, online museum store, Dealey Plaza Interactive Guide, and formal rights/reproductions services for archival content licensing. The museum also offers a Corporate Partnership Program with tiered membership levels.

Differentiator

Problem solved

Functional benefit

Products and services

• John F. Kennedy and the Memory of a Nation (Permanent Exhibit Admission) The museum's primary permanent exhibit housed on the sixth floor of the former Texas School Book Depository building, chronicling the assassination and legacy of President John F. Kennedy through historical artifacts, photographs, and multimedia displays. Self-guided experience taking approximately 90 minutes; accessed via timed online tickets.
• On Assignment: Dallas Times Herald 1963 Immersive special exhibition on the seventh floor placing visitors inside the newsroom during one of the most consequential weekends in American history, exploring how local journalists documented the assassination of President Kennedy in real time. Included with museum admission.
• Colorful Memories: November 22 Through a Child's Eyes Exhibition presenting illustrated memories from 1963, illuminating childhood responses to the assassination of President Kennedy. Part of the museum's rotating special exhibition programming on the seventh floor.
• Museum Store Physical and online retail store at store.jfk.org offering museum-branded merchandise, books, gifts, and educational memorabilia, with a 10% discount for members and up to 20% discount for Museum Friend-tier supporters.
• Individual Membership Program Individual membership tiers ranging from $50 Digital to $500 Patron, plus higher Museum Friend tiers ($1,000–$10,000), with benefits including free admission passes, store discounts, exclusive communications, member events, and annual report recognition. Annual billing.
• Corporate Partnership Program
• Education Programs
• Rights and Reproductions Services

Quantifiable outcome

• Nearly 850,000 unique visitors annually
• +2 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

Feature3 records

Partnerships

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

• VisitDallascoreStrategic or Co-development PartnerRegional tourism partner promoting the museum as a premier destination for visitors to North Texas. Part of the Dallas arts and culture ecosystem.
• World Affairs Council of Dallas/Fort WorthcoreGTM or Marketing PartnerGold-level corporate partner. International affairs organization that brings sophisticated audiences to the museum and co-promotes educational programs.
• Office of the Governor of TexasmajorStrategic or Co-development PartnerState government partner supporting the museum as an important Texas cultural institution and historical resource.
• DART (Dallas Area Rapid Transit)minorStrategic or Co-development PartnerPublic transit provider enabling visitor access to the museum via West End Station, located three blocks from the museum.
• Trinity Railway Express (TRE)minorStrategic or Co-development PartnerRegional rail service connecting Fort Worth to Dallas, with Union Station located five blocks from the museum.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Holocaust Museum Houston: Mid-sized history museum in Houston operating as a 501(c)(3) with permanent exhibit, oral history testimony collection, educational outreach, and tiered memberships. Comparable regional Texas footprint and operating model.
• Ronald Reagan Presidential Library: Presidential library and museum with original archival content, oral histories, special exhibitions, and tiered membership. Same scale and audience overlap as a modern presidential history institution.
• The Henry Ford Museum of American Innovation: Large American history museum in Dearborn, MI with 1.6M+ annual visitors, comparable permanent exhibit, immersive special exhibitions, corporate partnerships, and education programming. Comparable scale and revenue diversification.
• Jimmy Carter Presidential Library and Museum: Presidential museum operating under the federal NARA system with the same combination of permanent exhibit, special exhibitions, oral history, membership tiers, and educational programming as the Sixth Floor Museum.
• Clinton Presidential Library: Presidential library with permanent exhibit, rotating special exhibitions, oral history collection, and educational programming. Operates under the same NARA framework as other presidential libraries.
• George W. Bush Presidential Library and Museum: Presidential library and museum in Dallas operating as a 501(c)(3) with permanent exhibits, special exhibitions, memberships, and educational programs. Directly comparable operating model and shared Dallas market.
• National WWII Museum: Major U.S. history museum in New Orleans serving over 800K visitors annually with a comparable mix of permanent exhibit, immersive special exhibitions, corporate partnerships, and educational programming. Closest direct comparable in scale and revenue model.
• National Civil Rights Museum at the Lorraine Motel: History museum located at the site of MLK's assassination, operating as a 501(c)(3) with admissions, memberships, and educational programming. Highly comparable as a site-anchored civil rights/historical assassination museum.

Regional players

• Mount Rushmore National Memorial: Federal historic site and major tourist destination with comparable visitor scale and presidential iconography. Operates under a different (NPS) funding model but competes for the same regional-tourist visit-day.

Broad incumbents

• National Museum of American History (Smithsonian): Smithsonian flagship American history museum in Washington, D.C. with free admission, vastly larger scale, broader subject scope, and federal backing. Set the architectural model for major U.S. history museums but operates at a different scale and funding model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/SixthFlrMuseum
• YouTubeyoutube.com/@SixthFloorMuseum
• Facebookfacebook.com/SixthFloorMuseum
• Instagraminstagram.com/sixthflrmuseum
• LinkedInlinkedin.com/company/the-sixth-floor-museum

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sixth Floor Museum at Dealey Plaza