American Museum & Gardens

Name

American Museum & Gardens

Legal name

American Museum & Gardens

Website

https://americanmuseum.org

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Heritage Museum and Gardens

NAICS

Museums (71211)

akta.pro primary industry

Art Museums (THAJADAA)

akta.pro secondary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Heritage museum operations
• Decorative arts collections
• Wedding venue hire
• Annual membership programmes
• Educational school visits

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Admission Tickets: Visitors pay for entry to the museum, gardens, and exhibitions. The museum offers online discounts (10% off with code DISCOUNT10) and various ticket types including combined admission to special exhibitions.
2. Membership Subscriptions: Annual membership programmes providing unlimited free entry during open season, exclusive member events, priority booking, and member discounts. Tiers include Individual (£42), Joint (£65), Family (1 Adult £52, 2 Adults £79), Young Person (£22), Joint Plus (£132), and Family Plus (£147). US Friends membership ranges from $75-$10,000 annually.
3. Venue Hire: The museum generates revenue from hiring spaces including weddings, corporate events, business meetings, celebrations, and film/TV location shoots. Wedding packages start from £360 (6 guests), business events from £49 per person.
4. Donations and Charitable Support: As an independent charity with no government funding, the museum relies on donations, corporate partnerships, US Friends contributions through the Halcyon Foundation (501(c)(3)), and legacy giving programmes including the Claverton Circle.
5. Catering Services: Revenue from the American Garden Deli café and catering services provided exclusively by partner Graysons for venue hire events.
6. Retail and Online Shop: Gallery shop sales and online shop through Art UK partnership for print-on-demand artwork reproductions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

The American Museum & Gardens operates a heritage visitor destination in Bath showcasing American decorative arts, folk art, quilts, and textiles across a permanent collection of over 12,000 objects and rotating special exhibitions. Its 120-acre estate features wildlife-friendly gardens, woodland, and a Grade-I listed Georgian manor house, complemented by the on-site American Garden Deli. The museum generates revenue through admissions, tiered UK and US memberships, weddings and corporate venue hire (12–240 guests), learning programmes, an online print shop via Art UK, and donations.

Product overview

The American Museum & Gardens is a heritage visitor destination in Bath operating as an independent charity (Registered Charity No. 1106989). Its core offering comprises the museum with permanent collections of over 12,000 objects including quilts, decorative arts, folk art, and Native American artifacts, plus rotating special exhibitions; extensive gardens and estate with naturalistic planting; and the American Garden Deli eatery. The institution generates revenue through multiple channels: venue hire services (weddings, business events, celebrations, film/TV location hire) catering to 12–240 guests; membership programmes for UK residents (6 tiers from £22–£147) and US residents via the Halcyon Foundation (6 tiers from $30–$10,000); an online shop via Art UK partnership; legacy tree planting donations; and corporate partnership sponsorships. Educational services include school programmes, outreach visits, and video learning sessions. Recent major exhibitions include America 250 (Declaration of Independence anniversary), Beyond Infinity (space exploration), and Circus of Curiosities (automata).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 60,000 annual visitors
• +2 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Graysons CateringcoreStrategic or Co-development PartnerExclusive catering partner for all venue hire events. Graysons provides high-quality event dining options and has committed to net zero attainment, 100% plastic-free service, diverse low-carbon menu options, and audited targets for waste and energy reduction.
• ROAM (Reciprocal Organization of Associated Museums)coreStrategic or Co-development PartnerUS Friends at Joint/Family level and above receive reciprocal admission to over 550 museums across the United States through this membership organisation.
• American Horticultural Society (AHS)coreStrategic or Co-development PartnerUS Friends at Joint/Family level can visit almost 400 gardens nationwide with complimentary admission through the AHS Garden Network.
• Halcyon FoundationcoreStrategic or Co-development PartnerThe Halcyon Foundation is a 501(c)(3) registered charity that administers US Friends and Quilt Friends membership programmes, allowing US citizens to make tax-deductible contributions to the museum.
• Art UKminorChannel Partner/ Reseller/ DistributorPartnership with Art UK provides print-on-demand service for a selection of artworks from the museum's collection through their marketplace.
• Bath Natural History Society (Bath Nats)minorStrategic or Co-development PartnerBath Nats monitor moth numbers and species in the gardens, working with the museum on nature conservation initiatives.
• Pathways to WellbeingminorStrategic or Co-development PartnerThe museum participates as a partner in the Pathways to Wellbeing programme which supports people with experience of mental health issues through creative programmes in inspirational settings.
• Somerset SightminorStrategic or Co-development PartnerPilot project partnership offering special tours of the house for blind and partially sighted visitors with vivid descriptions and handling objects.
• Countryside MobilityminorStrategic or Co-development PartnerPartnership to provide Tramper mobility scooter hire for visitors with mobility impairments to access gardens and outdoor spaces. Membership required at £5 for 2 weeks or £15 for a year.
• Warren Elsmore (LEGO artist)minorStrategic or Co-development PartnerLEGO artist who created custom models for the Brick America exhibition (2023), including a large replica of Claverton Manor built specially for the museum.

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Blenheim Palace: UNESCO-listed heritage estate with a major fine/decorative-arts collection, formal gardens, year-round exhibitions, weddings, and corporate events. Comparable at scale on the heritage-estate-plus-venue-hire operating model, but materially larger and broader in portfolio.

Direct peers

• Stourhead (National Trust): National Trust property combining a heritage house, world-famous landscape garden, woodland walks, and large-scale events calendar near the South West. Comparable operating model on the gardens-and-heritage-attraction side, with materially larger visitation scale.
• Holburne Museum: Bath-based art and heritage museum with collections, exhibitions, weddings, and corporate hire operating in a heritage building. Directly comparable local peer competing for the same Bath tourism, wedding, and educational market.
• American Folk Art Museum: New York museum dedicated to American folk and self-taught art with adjacency to the American Museum & Gardens' quilt and folk-art holdings. Comparable on subject-matter focus on American craft and decorative traditions, though operating model is gallery-centric rather than estate-based.
• Shelburne Museum: Vermont museum presenting American decorative arts, folk art, and material culture across multiple heritage buildings on landscaped grounds. Highly comparable on subject matter (American material culture and decorative arts) and on a multi-building estate operating model.
• Fashion Museum Bath: Bath-based museum operating a permanent collection and changing exhibitions of a specialised decorative-arts subject. Comparable as a Bath tourism-facing, collection-driven museum competing for the same visitor base.
• Compton Verney: Independent UK art gallery housed in a Grade-I listed mansion within landscaped parkland, hosting ticketed exhibitions, weddings, corporate events, and learning programmes. Closest operational analogue in the UK — heritage house, art collection, gardens, venue hire, and learning under one independent roof.
• Winterthur Museum, Garden and Library: Delaware-based museum dedicated to American decorative arts with a renowned naturalistic garden and operating programmes including learning, exhibitions, and events. Most directly comparable peer — same American-decorative-arts and gardens concept as American Museum & Gardens, differing in scale and US location.
• No. 1 Royal Crescent, Bath: Bath heritage property operated as a museum by the Bath Preservation Trust, with admission-led visitor model and venue hire elements. Comparable as a Bath-located heritage attraction drawing on the same tourist and wedding clientele.

Regional players

• Bath Royal Literary and Scientific Institution: Bath membership-led institution offering lectures, exhibitions, and cultural programming to a similar educated visitor demographic. Adjacent regional peer for membership/revenue-stream comparison and potential programming partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AmericanMuseum
• Facebookfacebook.com/AmericanMuseum
• LinkedInlinkedin.com/company/american-museum-in-britain

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 American Museum & Gardens