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2018 Market Analysis & Industry Outlook: Museums & Historical Sites

Overview: the U.S. Museums & Historical Sites Industry

This section provides answers to key questions about the industry:

  1. What is the total market size (industry revenue)?
  2. What is the industry outlook?
  3. Market Analysis: Is the market growing or declining, and how quickly?
  4. Are long-term forecasts positive or negative?
  5. What is the average company size in the industry?
  6. How many companies are in the industry?

Market Size & Industry Statistics

The total U.S. industry market size for Museums & Historical Sites: Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders. In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.

Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.

market size 2018
Charts and graphs can be copied to Microsoft Word and Powerpoint presentations.

Statistics 2012        2013        2014        2015        2016        2017
Market Size
(Total Sales/Revenue)

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Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast

Market forecasts show the long term industry outlook and future growth trends. The following five-year demand forecast projects both short-term and long-term trends.

market forecast

Forecast / Industry Outlook 2017 2018 2019 2020 2021 2022
Market Forecast ($ millions)
Projected Industry Growth Rate (%)
Source: AnythingResearch Economic Analysis

Product & Services Breakdown

Research products and services in the Museums & Historical Sites industry generating sales. Note that products are broken into categories with different levels of classification.

Product DescriptionNumber of Companies Sales ($ millions) Percent of Total Sales

Industry Total

Admissions To Cultural Institutions

Traveling Exhibits

Guided Tours And Educative Services

School Visits, Children's Parties, And Similar Children's Programs

Membership Services

Meals And Beverages, Prepared And Served Or Dispensed, For Immediate Consumption

Rental Of Non-Residential Space In Buildings Or Other Facilities

Resale Of Merchandise

All Other Receipts

Contributions, Gifts, And Grants - Government

Contributions, Gifts, And Grants - Private

Investment Income, Including Interest And Dividends

Gains (Losses) From Assets Sold (Report Losses By Including A Dash Prior To The Dollar Amount.)

All Other Revenue

U.S. Geographic Distribution: Revenue Statistics by State

Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.

U.S. map by state

Income Statement (Average Financial Metrics)

Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.

Industry AveragePercent of Sales
(Industry Benchmark)
Total Revenue

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Operating Revenue
Cost of Goods Sold
Gross Profit

Operating Expenses
Pension, profit sharing plans, stock, annuity
Rent paid on business property
Charitable Contributions
Domestic production activities deduction
Compensation of officers
Salaries and wages
Employee benefit programs
Taxes and Licenses
Bad Debts
Other Operating Expenses
Total Operating Expenses
Operating Income
Non-Operating Income
EBIT (Earnings Before Interest and Taxes)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit
Source: AnythingResearch Analysis of U.S. federal statistics

Financial Ratio Analysis

Financial ratio information can be used to benchmark how a Museums & Historical Sites company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.

Profitability & Valuation RatiosIndustry Average
Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Museums & Historical Sites industry is performing.
Profit Margin
Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues.
Return on Equity (ROE)
Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings).
Return on Assets (ROA)
Return on Assets (ROA) is net income relative to total assets. The market research on Museums & Historical Sites measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets.

Liquidity RatiosIndustry Average
Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability.
Current Ratio
Measures a firm's ability to pay its debts over the next 12 months.
Quick Ratio (Acid Test)
Calculates liquid assets relative to liabilities, excluding inventories.

Efficiency Ratios - Key Performance IndicatorsIndustry Average
Measure how quickly products and services sell, and effectively collections policies are implemented.
Receivables Turnover Ratio
If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections.
Average Collection Period
Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover
Inventory Turnover
A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort.
Fixed-Asset Turnover
Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue.

Compensation & Salary Surveys for Employees

Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.

TitlePercent of WorkforceBottom Quartile Average (Median) SalaryUpper Quartile
Management Occupations 7%

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Chief Executives1%
General and Operations Managers3%
Business and Financial Operations Occupations 5%
Education, Training, and Library Occupations 14%
Librarians, Curators, and Archivists 9%
Archivists, Curators, and Museum Technicians 8%
Arts, Design, Entertainment, Sports, and Media Occupations 5%
Protective Service Occupations 5%
Security Guards and Gaming Surveillance Officers 5%
Security Guards 5%
Building and Grounds Cleaning and Maintenance Occupations 6%
Personal Care and Service Occupations 20%
Tour and Travel Guides 9%
Tour and Travel Guides 9%
Tour Guides and Escorts 9%
Sales and Related Occupations 10%
Retail Sales Workers 8%
Office and Administrative Support Occupations 13%
Source: Bureau of Labor Statistics

Museums & Historical Sites Industry Market Share [PREMIUM]

Largest companies in the industry and related industries, with private company revenue estimates.

CompanyAddressRevenue Estimate

Top Innovators

CompanyInnovation Score
Missouri Historical Society
Elvis Presley Enterprises
Experience Learning Community

Additional companies, details and innovation scoring in the full report.

Latest Industry News

  • La Salle Art History Faculty, Museum Experts Oppose Controversial Art Sale - On one end of the spectrum, Hanycz’s idea sounds like a novel approach to modernizing ... that runs counter to the spirit of the museum’s founder. Speaking on behalf of La Salle’s four-person art history faculty, department chair Susan Dixon tells ... (01/12/2018)
  • New Chazen Art Museum director brings industrial Midwest background - Those conversations will help her chart a long-term course for the art museum, she said. She holds a doctorate in art history from Case Western Reserve ... of my adult life in the Midwest. Madison feels like a very different kind of city than we’re ... (01/12/2018)
  • Say no to Cuban Exile History Museum — or any other kind — on public bayfront land - In a penny-pinching county with dire needs like public transportation ... expenditures on what should be private institutions funded by endowments from all those successful people the Cuban Exile History Museum plans to feature. African-American community ... (01/12/2018)
  • Museum Tech For The Ages - Apps like Explorer can make it easier to navigate ... Diving even deeper into virtual institutions, the Smithsonian’s National Museum of Natural History offers a complete virtual tour of the entire museum from the comfort of your own computer. (01/11/2018)
  • How Museums Are Becoming More Sensory-Friendly For Those With Autism - It’s a Sunday morning and things are little quieter than usual at the National Museum of African American History ... of the institutions the Smithsonian looked to as models were zoos and aquariums, along with other arts organizations like The John ... (01/11/2018)
  • Professor to explore history of electric light at Madison museum - He has assisted with exhibits and interpretive programs at museums and historic sites, including the Smithsonian Institution’s National Museum of American History, the Thomas Edison National Historical Park, and the Thomas Edison Center at Menlo Park. (01/08/2018)
  • Get This: New York’s Met Museum will start charging out-of-state visitors a $25 fee - An entrance fee of $25 would be in line with admissions to other New York art institutions, from the MoMA ($25) and the Guggenheim ($25) to the Whitney ($22). Two other city institutions — the American Museum of Natural History and the Brooklyn Museum ... (01/05/2018)
  • SAN DIEGO MUSEUM COUNCIL ANNOUNCES 29TH ANNUAL MACY’S MUSEUM MONTH - Our thanks go to sponsors like Macy’s who make February an exciting time to visit local museums.” Museum Month was created in 1989 to promote awareness of the region’s museums, historical sites, educational institutions, and cultural offerings. (01/04/2018)
  • MICRO Museum Creators Have Big Plans for Bringing Science to the Masses - In a year-and-a-half, they’ve created five 6-foot-tall natural history museums that ... These both seemed like problems that could be addressed by bringing more museums to areas where there were few institutions with larger populations of minorities. (12/26/2017)
  • Wolf sales tax plan would extend to museums, historical sites, zoos - Tom Wolf's budget plan, hundreds of nonprofit museums, cultural centers and historical sites throughout Pennsylvania will ... “Many nonprofit educational institutions like museums have a real tough time making ends meet, and so we're very concerned ... (04/09/2015)

Government Contracts

In 2016, the federal government spent a total of $34,986,134 on Museums & Historical Sites. It has awarded 353 contracts to 181 companies, with an average value of $193,294 per company.   

Top government vendors:

CompanyFederal ContractsTotal Award Amount

Growth Opportunities / Competitive Threats

Companies in other industries may also sell similar products. Since there is an overlap in the customer base, there may be an opportunity for companies in Museums & Historical Sites to sell additional products/services offered by these adjacent industries. Alternatively, these industries may identify further products in this industry to target. Products most at risk are those with the highest profit margins and lowest barriers to entry.

The following industries are competing channels for sales of similar products/services.

Membership Services
Competing IndustrySales Relative to Museums & Historical SitesOpportunity/Threat
Business Associations
Professional Organizations
Condominium & Homeowner's Associations & Athletic Associations
Human Rights Organizations
Environment, Conservation & Wildlife Organizations Competing industry

Sales from other industries of Membership Services are less than those from Museums & Historical Sites. This may mean that other channels are a competitive risk of increasing their Membership Services sales, taking market share from this industry.
Membership Services Product Sales Report

Meals & Bev, Prepared/Served/Dispensed, For Immediate Consumption
Competing IndustrySales Relative to Museums & Historical SitesOpportunity/Threat
Movie Theaters
Movie Theaters
Amusement & Theme Parks
Golf Courses & Country Clubs

Since sales from Museums & Historical Sites are a small fraction compared to other industries selling Meals & Bev, Prepared/Served/Dispensed, For Immediate Consumption, companies in the Museums & Historical Sites industry have the opportunity to expand their product offering to take share from these adjacent industries.
Meals & Bev, Prepared/Served/Dispensed, For Immediate Consumption Product Sales Report

Parking Services
Parking Services Product Sales Report