Canadian Museum of Immigration at Pier 21
Canadian federal Crown Corporation operating Canada's sixth national museum at Halifax's Pier 21 National Historic Site, preserving and sharing Canadian immigration history through exhibitions, genealogical research, education programs, and community initiatives for tourists, schools, researchers, and new immigrants.
- Company typePublic
- Founded2011
- HeadquartersHalifax, Canada
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Canadian Museum of Immigration at Pier 21 does
The Canadian Museum of Immigration at Pier 21 is a federal Crown Corporation operating as Canada's sixth national museum, located at the National Historic Site at the Halifax Seaport where nearly one million immigrants landed between 1928 and 1971. The organization functions as a storytelling museum that collects, preserves, and disseminates personal immigration stories through a portfolio of permanent and travelling exhibitions, an oral history collection of over 1,300 interviews, more than 11,000 online collection records, and over 100,000 passenger list records covering ship arrivals between 1928 and 1971. Its technology stack includes the NaviLens accessibility platform (audio navigation in 35+ languages), the Scotiabank Family History Centre for genealogical research, and the interactive Timeline: Immigration and Impact (spanning -38,000 years to present).
The museum's business model combines government appropriations (as a Crown Corporation) with diversified earned revenue streams: tiered admission fees ($6.50-$19.00), facility rentals across six event spaces with RCR Hospitality Group as exclusive caterer, a museum boutique, education group programming ($11.50/student, $140/class for virtual field trips), research and reproduction services, and a philanthropic target of approximately $1.4 million annually. Customers span general public and tourists, K-12 and post-secondary educational institutions, event planners, genealogists and historians, new immigrants (via the Welcome Home to Canada employability program), artists (Artist in Residence), and community groups. The organization markets through its website, organic social channels, the seven-season Countless Journeys podcast, and a TripAdvisor-resold private guided tour experience.
Operationally, the museum employs 51-100 staff across 13 functional departments, governed by a Board of Trustees under the Museums Act, and led by an Interim CEO (Michele McKenzie) and Interim CFO (Chad Hutchinson-Brooks). Strategic partnerships anchor revenue diversification and programming, including naming/presenting sponsorships with Scotiabank, TD Bank Group, Air Canada, Canada Post, and Sobey Foundation, alongside delivery partners such as Library and Archives Canada, ISANS, and the Greater Halifax Partnership.
Canadian Museum of Immigration at Pier 21 firmographics
Firmographics- Name
- Canadian Museum of Immigration at Pier 21
- Legal name
- Canadian Museum of Immigration at Pier 21
- Website
- https://pier21.ca
- Company type
- Public
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Canadian federal Crown Corporation operating Canada's sixth national museum at Halifax's Pier 21 National Historic Site, preserving and sharing Canadian immigration history through exhibitions, genealogical research, education programs, and community initiatives for tourists, schools, researchers, and new immigrants.
- Ownership category
- akta.pro rank
Canadian Museum of Immigration at Pier 21 industry classification
Industry- Product category
- Museum and Cultural Heritage Services
- NAICS
- Museums (71211), Historical Sites (712120)
- akta.pro primary industry
- History Museums (THAJADAB)
- akta.pro secondary industry
- Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)
Keywords
Where Canadian Museum of Immigration at Pier 21 is headquartered
LocationHeadquarters
- HQ city
- Halifax
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Canadian Museum of Immigration at Pier 21 business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Admission Fees: General admission fees for visitors to the museum's exhibitions and facilities. Pricing varies by age category with discounts for youth, students, and seniors. Youth admission free courtesy of Canada Strong Pass.
- Facility Rentals: Event and wedding venue rentals at the award-winning national historic site. Multiple spaces available including Chrysler Canada Pavilion, Kenneth C. Rowe Hall, Ralph and Rose Chiodo Gallery, and Rudolph P. Bratty Hall/Andrea & Charles Bronfman Theatre. RCR Hospitality Group is the exclusive catering partner.
- Donations and Fundraising: Annual philanthropy target of approximately $1,400,000. Includes general donations, legacy giving, Pier 21 Club ($2,100+ annually), commemorative plaques ($1,000), and corporate sponsorships.
- Retail Sales: Museum boutique offering Pier 21 and Canadian Museum of Immigration merchandise, locally made artisanal crafts, unique finds from around the world, and Indigenous art.
- Education Programs: Revenue from education group visits, school programs, and virtual field trips. Pricing for student groups at $11.50 per student; virtual field trips at $140 per class.
- Research Services: Scotiabank Family History Centre provides genealogical research assistance. Fees for reproduction services including digital images, photocopies, audio/video reproduction, and scanning/digitization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Adult admission (25-59) |
| Subscription | Pay-as-you-go | Senior admission (60+) |
| Freemium | Pay-as-you-go | Youth (17 and under) |
| Subscription | Pay-as-you-go | Young Adult (18-24) |
| Subscription | Pay-as-you-go | Student (18-24 with valid ID) |
| Subscription | Pay-as-you-go | Student Rate (25+ with valid ID) |
| Subscription | Pay-as-you-go | Group Rate |
| Unit Pricing | Pay-as-you-go | Education Group Programs |
| Unit Pricing | Pay-as-you-go | Virtual Field Trips |
| Unit Pricing | Pay-as-you-go | Parking |
| Other | Multi-year contract | Artist in Residence Program |
| One time/ perpetual license | Pay-as-you-go | Sobey Wall of Honour Plaque |
| One time/ perpetual license | Pay-as-you-go | Wadih M. Fares Wall of Tribute |
| Unit Pricing | Pay-as-you-go | Collection Reproduction - Digital Image |
| Unit Pricing | Pay-as-you-go | Scanning/Digitization |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels10 records
Canadian Museum of Immigration at Pier 21 product offering
Product offeringCore offering
Canada's sixth national museum and only national museum focused on immigration, located at the Pier 21 national historic site in Halifax. It operates permanent and travelling exhibitions, the Scotiabank Family History Centre with searchable immigration databases, on-site and virtual education programs for schools, facility rentals for events and weddings, the Countless Journeys podcast, an Artist in Residence program, and the Welcome Home to Canada employability program for new immigrants.
Product overview
The Canadian Museum of Immigration at Pier 21 operates as a physical museum institution with a portfolio of exhibitions, education programs, research services, and digital resources. Core offerings include two permanent exhibitions (The Canadian Immigration Story and The Pier 21 Story), special exhibitions (Welcome to Turtle Island), the Wheel of Conscience memorial, and travelling exhibition program. The museum provides research services through the Scotiabank Family History Centre with searchable Ship Arrival Database and Passenger List Database, plus an Oral History Collection of 1,300+ interviews. Education offerings include on-site programs (Citizenship, Culture and Identity, Immigration Simulation, Teddy Bear's Journey) and Virtual Field Trips. Additional offerings include facility rentals for events, the Countless Journeys podcast, Artist in Residence program, Welcome Home to Canada employability program, and museum boutique. The museum also maintains a digital Timeline exploring immigration history from -38,000 years to present.
Differentiator
Problem solved
Functional benefit
Products and services
- The Canadian Immigration Story
Quantifiable outcome
- 70%+ of WHTC program participants obtain meaningful employment or further education
- +3 more outcomes
Companies that use Canadian Museum of Immigration at Pier 21
Customer profileNamed customers11 records
Segments7 records
Ideal customer profiles6 records
Canadian Museum of Immigration at Pier 21 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Canadian Museum of Immigration at Pier 21 partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- RCR Hospitality GroupcoreExclusive catering partner for the museum's facility rentals. Provides food and beverage services for events, weddings, and corporate functions held at the museum's various event spaces.
- ScotiabankcoreNaming rights sponsor for the Scotiabank Family History Centre within the museum. Provides genealogical research services and access to immigration records for visitors researching family history.
- Library and Archives CanadasupportingService point located within the museum's Scotiabank Family History Centre, providing reference services for immigration and genealogical research.
- Immigrant Services Association of Nova Scotia (ISANS)supportingCommunity partner in the WHTC program, providing English language training through the Communications in the Workplace course for program participants.
- Centre for Entrepreneurship Education and DevelopmentsupportingCommunity partner supporting the WHTC program with entrepreneurship education components.
- Greater Halifax PartnershipsupportingEconomic development partner supporting the WHTC program's connection to employment opportunities in Halifax.
- Nova Scotia Business Inc.supportingProvincial business development organization partner in the WHTC program for immigrant employment.
- Air CanadacoreSeason 7 presenting sponsor of the Countless Journeys podcast focusing on 'Sports and Belonging'. Canada's airline for welcoming newcomers home.
- Viator (TripAdvisor)supportingThird-party tour platform offering 'A Private Historical Guided Experience' private tours of the museum.
Scale indicators14 records
Recent moves7 records
Expansion highlights6 records
Canadian Museum of Immigration at Pier 21 competitors and assessment
Company assessmentDirect peers
- Ellis Island National Museum of Immigration: U.S. national museum of immigration co-located with the historic immigration processing site; the closest international thematic peer, operating with similar storytelling, genealogy research, and education offerings.
- Canadian Museum of History: Canada's national museum of human history located in Gatineau; directly comparable as a federal Crown Corporation delivering exhibits, education, and research services at a national scale, with a similar mandate and funding model.
- Tenement Museum: NYC-based immigration and storytelling museum offering guided tours of historic sites tied to immigrant experiences; closely comparable in thematic focus, guided-tour-led visitor model, and digital storytelling.
Others
- Viator (TripAdvisor Experiences): Third-party distribution channel used by Pier 21 to sell private guided tours; comparable as an ecosystem partner rather than a competitor, enabling extended visitor reach beyond direct bookings.
- Bowers Museum: Mid-sized cultural museum offering facility rentals, special exhibitions, and education programs; comparable as a peer for facility-rental revenue model and travelling exhibitions distribution.
Emerging players
- Museum of the American Revolution: Philadelphia-based history museum combining immersive exhibits, school programs, and travelling exhibitions; comparable in scale, programmatic structure, and reliance on admissions plus education revenue.
- Museum of Jewish Heritage – A Living Memorial to the Holocaust: New York museum focused on Jewish immigration and heritage; comparable in scope of collection, exhibition programming, and education delivery for a diaspora audience.
Regional players
- Immigration Museum (Museums Victoria): Australian immigration museum in Melbourne; an international peer with nearly identical exhibit, education, and research programming around immigration history in a national-historic-site setting.
Broad incumbents
- Canadian War Museum: Canadian national museum with a defined historical mandate; strong operational analogue in terms of Crown Corporation structure, exhibit programming, and educational outreach at a national scale.
- Canadian Museum for Human Rights: Canada's national human rights museum in Winnipeg; comparable as a national-level museum with education programming, travelling exhibitions, and a mandate-driven thematic focus on identity and inclusion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Canadian Museum of Immigration at Pier 21 social profiles
Digital presenceCanadian Museum of Immigration at Pier 21 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Canadian Museum of Immigration at Pier 21 leadership team
Management profileNumber of profiles
Profiles8 records
Canadian Museum of Immigration at Pier 21 subsidiaries and ownership
Company hierarchySubsidiaries1 record
Canadian Museum of Immigration at Pier 21 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Canadian Museum of Immigration at Pier 21 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 Canadian Museum of Immigration at Pier 21
What does Canadian Museum of Immigration at Pier 21 do?
Canada's sixth national museum and only national museum focused on immigration, located at the Pier 21 national historic site in Halifax. It operates permanent and travelling exhibitions, the Scotiabank Family History Centre with searchable immigration databases, on-site and virtual education programs for schools, facility rentals for events and weddings, the Countless Journeys podcast, an Artist in Residence program, and the Welcome Home to Canada employability program for new immigrants.
Is Canadian Museum of Immigration at Pier 21 a public or private company?
Canadian Museum of Immigration at Pier 21 is a public company. It is classified as state government owned and is currently operating.
When was Canadian Museum of Immigration at Pier 21 founded?
Canadian Museum of Immigration at Pier 21 was founded in 2011. It employs 51 to 100 people.
Where is Canadian Museum of Immigration at Pier 21 based?
Canadian Museum of Immigration at Pier 21 is headquartered in Halifax, Canada, in the North America region.
How does Canadian Museum of Immigration at Pier 21 make money?
Six revenue lines are on record. Admission Fees are the primary driver. The others are facility Rentals, donations and Fundraising, retail Sales, education Programs and research Services.
Who are Canadian Museum of Immigration at Pier 21's main competitors?
Direct peers on record are Ellis Island National Museum of Immigration, Canadian Museum of History and Tenement Museum. Others are Viator (TripAdvisor Experiences) and Bowers Museum. Emerging players are Museum of the American Revolution and Museum of Jewish Heritage – A Living Memorial to the Holocaust. Immigration Museum (Museums Victoria) is listed as a regional player. Broad incumbents are Canadian War Museum and Canadian Museum for Human Rights.
Does Canadian Museum of Immigration at Pier 21 have an API?
No public API is recorded for Canadian Museum of Immigration at Pier 21.
What industry is Canadian Museum of Immigration at Pier 21 in?
Canadian Museum of Immigration at Pier 21's product category is Museum and Cultural Heritage Services. Its primary akta.pro industry code is THAJADAB, History Museums, with a secondary code of THAJAAAC, Museum & Landmark Guided Tours (Skip-the-line/Docent-led). Its NAICS code is 71211.