National Museum of African American History and Culture (NMAAHC)
Business Profile
Core Value Proposition
National Museum of African American History and Culture (NMAAHC) provides access to African American history and culture through immersive exhibitions, digital resources, and educator-focused programs.
Target Customer
{"General public / visitors","Educators","Students","Families","Teacher-led and other adult groups","Travelers and groups (10+)","Veterans, active-duty personnel, and first responders","Tour Operators"}
Key Differentiator
A premier national museum within the Smithsonian focused on African American history and culture, offering integrated digital platforms (Searchable Museum, Freedmen's Bureau Search Portal, North Star), free timed-entry passes, and extensive accessibility and education resources.
Implementation Timeline
Timed-entry passes can be released up to 30 days in advance; same-day timed-entry passes are released online daily. Planning a visit yields entry on the chosen date, subject to capacity.
Pain Points
- 1Need for authoritative, curated exploration of African American history and culture
- 2Complex visit planning requiring timed-entry passes and group coordination
- 3Access and education needs across diverse audiences (students, families, educators, and individuals with accessibility requirements)
Key Features
- 1Free timed-entry passes (online; released up to 30 days in advance; same-day passes available)
- 2Group passes for 10+ visitors with guidance on planning and logistics
- 3Digital resources and platforms: Searchable Museum, Freedmen's Bureau Search Portal, North Star
- 4Accessibility options including American Sign Language interpretation, PTASL, and other accommodations
- 5Dine and Shop passes for limited access to the Museum Store and Sweet Home Café during operating hours
- 6Mobile app and free WiFi for visitors
- 7Clear visitor information on hours, directions, and entry procedures
Target Customer Industries
Decision Makers
- 1Educator
- 2Tour Operator
Client Results
- 1Improved access to authoritative African American history and culture
- 2Efficient visit planning with online timed-entry passes and group coordination
- 3Accessible experiences and accommodations for diverse audiences
- 4Support for educators and students through digital learning resources
Competitive Advantages
- 1No general admission cost for timed-entry passes (free passes)
- 2Rich digital learning and research resources (Searchable Museum, Freedmen's Bureau, North Star)
- 3Comprehensive accessibility accommodations and scheduling support
- 4Structured group visit guidance and logistics (bus parking, group size limits, and entry timing)
- 5Established credibility and resources as part of the Smithsonian Institution
Key Benefits
Additional Product Information
Product Description
Smithsonian museum offering exhibitions, digital resources, and educational programs centered on African American history and culture; provides planning tools, accessibility options, and related on-site amenities.
Target Market
{"General public visitors","Educators and students","Families","Teacher-led and other adult groups","Travelers and groups (10+)","Veterans, active-duty personnel and first responders","Tour Operators"}
Unique Value Proposition
A premier national museum within Smithsonian dedicated to African American history and culture, delivering immersive exhibitions, digital learning tools, and free timed-entry passes backed by Smithsonian credibility.
Technical Requirements
Online timed-entry pass system; entry scanning at museum entrances; mobile app; free WiFi for visitors; some accessibility services require advance notice (two weeks and/or prior coordination).
Pricing Model
Timed-entry passes are free; some on-site amenities (café and store) operate with standard hours; Dine and Shop passes exist for limited access to store/café during hours.
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