93/ 100
HotTier 2Enriched
Museum of Science, Boston
A Boston nonprofit science museum and AZA-accredited visitor attraction combining exhibit halls, theaters, live programming, school learning, traveling exhibits and large-scale digital science communication.
Research snapshot2026-08-2121 cited sources · 5/6 modules complete Open PDF Report
Owned on-site visitors1.4MFY2024
Opening dateOct 10, 2026announced 2026-08-21
Visible openings172026-08-21 snapshot
LinkedIn followers33,1332026-08-21 snapshot
FY2025 net assets$492.0MFY2025
Visual evidence profile
What supports the opportunity
Source composition and verified operating momentum at a glance.
Evidence mix21 cited sources
Six-segment module readiness strip
Verified growth trendOwned in-person visitors
The reported owned audience grew materially year over year, strengthening the base for an opening campaign while requiring care because FY2024 is rounded.
Visual intelligence map
Research coverage
Each branch maps directly to a required module in the plugin’s canonical report schema.
Why this lead fits CTM
A large owned visitor base, a named marketing function, a fixed October opening, active ticket-event promotion and Boston's strong visitor inflow make this a high-priority Tier 2 attraction; the FY2025 operating deficit and unverified CTM inventory keep the lead below a near-certain score.
Fit reasons
The Museum is a bookable, year-round visitor attraction with an owned ticket path and 1.4 million FY2024 on-site visitors.
The October 10 opening provides a concrete campaign window and a new visitor proposition.
Todd Sperry is identified as Chief Marketing Officer and Kara J. Peterson as Senior Director, Marketing in the latest filed officer/key-employee data.
Massachusetts and Logan Airport visitor flows provide a large arrival-stage market around the attraction.
Risks and unknowns
FY2025 Form 990 revenue of $56.491 million was below expenses of $71.039 million, producing a $14.548 million deficit despite $491.983 million in net assets.
Construction has closed some exhibits and affected some parking, creating visitor-experience and message-timing risk until the new space opens.
Serviceable Boston inventory and customer suppression have not been checked in this report.
Evidence modules
Lead intelligence structure
Each module uses a view tailored to its canonical evidence type—reports, momentum, channels, leaders, roles, or demand.
01Analyzed reportsThree first-party reporting layers and the latest IRS-derived filing were analyzed: FY2024 and FY2023 annual reports, FY2023 audited financial statements, and the FY2025 Form 990 data released in 2026.Complete
Reported Performance15 verified metrics
Total operating sources$64.134MFY2024
Total operating uses$64.089MFY2024
Endowment$214.353MFY2024
On-site visitors1.4MFY2024
Website sessions over two minutes1.3M+FY2024
Average monthly social reach15MFY2024
Reviewed Reports4 records
annual report · FY2024 (July 1, 2023-June 30, 2024)2024 Annual Report
Reports a year of on-site, digital and program growth while funding and building the Public Science Common.
annual report · FY20232023 Annual Report
Documents attendance recovery, digital expansion and the launch of three Centers for Public Science Learning.
audited financial statements · FY2023 and FY2022Financial Statements - June 30, 2023 and 2022
The independent auditor issued an unmodified opinion; the statements expose balance-sheet, liquidity and capital commitments not shown in the annual-report dashboard.
The Museum reported 1.4 million visitors, 38,000-plus member households, 135,000-plus K-12 field trips, 950,000 traveling-exhibit visits and 259 million reached online.
Public Science Common construction began with lead support from Bloomberg Philanthropies; the 10,000-square-foot venue was planned to accommodate up to 700 people.
Expand public-science convening, digital engagement, accessibility and carbon-neutral facilities.
Additional Evidence21 items
Additional Metrics
Total operating income$63.592MFY2023
Net operating income$1.979MFY2023
In-person visitors1,052,330FY2023
School field-trip participants104,845FY2023
Total assets$356.577MFY2023
Available financial assets within one year$35.999MFY2023
Revenue$56.491MFY2025
Expenses$71.039MFY2025
Net assets$491.983MFY2025
Additional Records
Form 990 · Fiscal year ending June 2025FY2025 Form 990 extracted filing data
The latest public filing shows a large asset base alongside a current-year operating deficit and confirms current senior marketing leadership in filed data.
Additional Signals
Memberships and ticket sales covered 30% of the FY2024 budget, leaving fundraising and other sources commercially material.
FY2023 in-person visitors were 1,052,330; the Museum reported reaching more than 59 million people online against a 7.75 million goal.
Grow digital reach, public-science leadership, culturally responsive programming and access/belonging partnerships.
FY2023 total assets were $356.577 million, liabilities $19.653 million and net assets $336.924 million.
Capital additions were $6.989 million in FY2023 versus $4.811 million in FY2022.
The Museum was investing in facilities and traveling exhibitions while maintaining liquid resources and endowment access.
Three major donors represented 36% of gross pledges at June 30, 2023, indicating donor concentration within pledges.
FY2025 revenue was $56.491 million, expenses were $71.039 million and net assets were $491.983 million.
The filing identifies Timothy Ritchie as President, Todd Sperry as Chief Marketing Officer and Kara J. Peterson as Senior Director Marketing.
The $14.548 million FY2025 deficit is a budget-sensitivity signal; it does not by itself establish a marketing freeze.
Research Boundaries
FY2024 annual-report operating figures and FY2025 Form 990 totals use different periods and reporting presentations; they are displayed separately and not treated as a like-for-like trend.
02Growth signalsOwned attendance and key recurring operating metrics improved from FY2023 to FY2024, while 2026 brings a fixed opening date, a record gala and continued digital expansion; the latest filing adds a meaningful cost-discipline risk.Complete
The Bloomberg Public Science Common is scheduled to open October 10, 2026, creating a fixed public-launch window.
The May 2026 Stars of STEM gala raised a record $1.8 million from a sold-out event with more than 500 attendees and 50-plus sponsors.
The January 2026 Digital Science Communication Fellowship launched with 46 mentors and mentees as part of the Global Science Creator Network.
Hiring for digital product, immersive media, marketing creative, event operations and district growth signals simultaneous investment in audience experience and revenue-supporting capabilities.
Additional Evidence3 items
Additional Signals
Prioritize the eight-week pre-opening and first-90-days post-opening windows for a bounded visitor-discovery test, subject to confirmed inventory and budget.
The FY2025 filing reports a $14.548 million deficit, so the pitch should lead with bounded scope, measurement and operational simplicity.
Research Boundaries
No owned FY2025 attendance figure was found; FY2025 Form 990 totals are not substituted for annual-report operating metrics.
03Social activityLinkedIn showed a large and active public brand audience with frequent ticket CTAs, opening news, hiring and partner content; six other official channels were verified by first-party links but not sampled at post level.Partial
Additional Evidence7 items
Additional Records
BostonMOS · unknownYouTube
0 posts sampled · Official account link verified from the Museum website; posts were not sampled on this platform
museumofscience · unknownTikTok
0 posts sampled · Official account link verified from the Museum website; posts were not sampled on this platform
museumofscience · unknownThreads
0 posts sampled · Official account link verified from the Museum website; posts were not sampled on this platform
Additional Signals
Hiring and partner recognition
Recent posts use trackable ticket links and announce an exact October 10 opening date.
Bloomberg Philanthropies, MathWorks and community/cultural partners were visible in sampled posts.
Research Boundaries
Follower and post metrics are point-in-time observations; non-LinkedIn channels were not sampled, and paid-media performance is not public.
04C-suite activityA current president, CMO and senior marketing leader are identifiable through 2026 public activity and the latest filed officer/key-employee data; title ownership should still be rechecked before outreach.Complete
Gwill York President of the Museum of ScienceTim Ritchie
Frame CTM as a measurable arrival-stage extension of the Museum's opening narrative, not as a replacement for its substantial digital channels.
Chief Marketing OfficerTodd Sperry
Lead with a bounded October opening corridor test tied to ticket-page UTMs and a clear incrementality baseline.
Senior Director, MarketingKara J. Peterson
Use the current Creative Director recruitment and opening calendar to ask about campaign capacity, asset readiness and a route-specific test.
Decision PathPublic buying signals
The latest filing identifies Yasmina Blaise as CFO and Robert Mohler as Chief Advancement Officer while noting former finance and people leaders, indicating recent senior-team change outside the core buyer route.
Public-science convening, accessibility, digital scale and trusted science communication.
Executive sponsor for a strategic opening campaign or a multi-channel visitor-discovery program.
Additional Evidence5 items
Additional Signals
The latest public filing identifies Sperry as the senior marketing officer during FY2025.
Likely initial executive owner for audience, channel mix, campaign timing and measurement.
The FY2025 filed data identifies Peterson in the senior marketing function.
Potential day-to-day discovery contact for campaign planning and creative coordination, subject to current-role verification.
Research Boundaries
Filed titles describe the FY2025 period and public statements verify Tim Ritchie in 2026; Todd Sperry and Kara Peterson should be re-verified immediately before outreach.
05Hiring activityThe official Greenhouse board showed 17 live roles on August 21, 2026 across advancement, digital product, immersive media, marketing, events, facilities, visitor safety, box office, education sales and gallery programming.Complete
17Visible RolesPublic openings connected to this lead
Advancement - Donor Relations · Boston, MassachusettsStewardship Manager
Fundraising capacity and donor retention investment
Advancement - Prospect Research & Data Analytics · Boston, MassachusettsResearch Associate
Prospect pipeline and CRM data quality investment
Digital - MOS Digital · Boston, MassachusettsPrincipal Product Manager
Digital product portfolio, audience experience and measurement investment
Exhibits, Research and Collections - Interactive Media · Boston, MassachusettsSenior Software Engineer, Immersive and Interactive Media
Immersive visitor-experience production capacity
Exhibits, Research and Collections - Living Collections · Boston, MassachusettsLiving Collection, Animal Keeper I (Part-Time)
Visitor-facing living-collection operations
Audience and brand build: Creative Director, Principal Product Manager and immersive software engineering.
Revenue support: donor stewardship, prospect research, event operations and district growth.
Opening and visitor readiness: box office, in-gallery learning, public safety and facilities roles.
Additional Evidence13 items
Additional Records
Finance and Building Operations - Event Strategy, Sales & Operations · Boston, MassachusettsCPT Event Supervisor
Private-event delivery capacity
Finance and Building Operations - Event Strategy, Sales & Operations · Boston, MassachusettsFunction Coordinator
Event sales and operations capacity
Finance and Building Operations - Facilities · Boston, MassachusettsHVAC Mechanic I
Facility readiness during capital improvements
Finance and Building Operations - Public Safety · Boston, MassachusettsPublic Safety Officer - Friday to Monday
Guest-safety coverage
Finance and Building Operations - Public Safety · Boston, MassachusettsPublic Safety Officer - Wednesday to Sunday
Guest-safety coverage
Finance and Building Operations - Public Safety · Boston, MassachusettsPublic Safety Officer - Tuesday to Saturday
Guest-safety coverage
Marketing Strategy & Communications - Box Office · Boston, MassachusettsOperations Representative #203
Ticketing and visitor-conversion operations
Marketing Strategy & Communications - Marketing Administration · Boston, MassachusettsCreative Director, Marketing
Marketing creative leadership and campaign production
PreK-12 Education - YES Business Operations & Sales · Boston, MassachusettsDistrict Growth Manager
National education-sales growth
Programs and Community Engagement - In-Gallery Learning · Boston, MassachusettsProgram Assistant, In-Gallery Learning
In-gallery visitor engagement capacity
Programs and Community Engagement - Museum Programs · Boston, MassachusettsEducation Fellow - opening 1
Museum-program delivery capacity
Programs and Community Engagement - Museum Programs · Boston, MassachusettsEducation Fellow - opening 2
Museum-program delivery capacity
Research Boundaries
The board did not expose posting dates for every role in the list view; openings can change quickly and must be refreshed within 14 days of outreach.
06Visitor activityThe Museum's FY2024 owned audience was 1.4 million on-site visitors, supplemented by member, school and touring-exhibit reach; Massachusetts, Boston and Logan data are shown only as market proxies, never as Museum footfall.Complete
Demand & DistributionOwned metrics remain distinct from market proxies
On-site visitors1.4MFY2024 · Owned Museum attendance
Member households38K+FY2024 · Owned membership base
K-12 field trips135K+FY2024 · Owned school-visit audience
Traveling-exhibit visits950KFY2024 · Owned touring-program reach, not Boston footfall
Massachusetts travelers52.6M2024 · Market proxy - not owned footfall
Massachusetts direct visitor spending$24.2B2024 · Market proxy - not owned revenue
The Museum operates daily and markets school field trips, summer events and year-round ticketed programming, indicating multiple seasonal demand pools rather than a single short season.
The October 10 opening creates a distinct fall 2026 launch peak.
Boston and Cambridge residents, regional families, K-12 groups and domestic/international visitors are the most defensible public audience segments.
Boston Logan's 43.8 million FY2025 passengers and Massachusetts' 52.6 million 2024 travelers indicate substantial gateway volume around the Museum; neither is Museum attendance.
Additional Evidence3 items
Additional Metrics
Boston Logan passengers43.8MFY2025 · Market proxy - not owned footfall
Additional Signals
The official visit and social paths already support ticket and event actions, allowing route-specific QR and UTM measurement if analytics access is granted.
Research Boundaries
No owned FY2025/FY2026 attendance, source-market mix, daypart pattern or visitor-origin study was found in checked public sources.
A focused opening campaign can make the new Public Science Common visible where Boston travelers decide what to do next, using the Museum's existing ticket/event flows for measurement and preserving its strong owned digital strategy.
Recommended solution
Evaluate a Boston-area brochure/rack-card and visitor-information distribution pilot for the October opening, supported by market-specific QR/UTM destinations; add digital-screen inventory only where CTM confirms live local availability.
Pilot hypothesis
Arrival-stage exposure in selected hotels, visitor centers and transportation-adjacent environments may generate incremental qualified sessions and ticket/event actions for the Public Science Common beyond the Museum's owned audience.
Measurement plan
Create market- or corridor-specific QR codes and UTMs that land on a Public Science Common or ticket page; baseline qualified sessions and ticket starts before placement.
Track units distributed, replenishment, scans, qualified sessions, ticket starts and completed actions by market; do not infer admissions from distribution alone.
Use a bounded pre/post window around October 10 and compare exposed routes with a control route where feasible.