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Grab the Monet and Let's Gogh: A Growth Opportunity Analysis of SFMOMA Artist Gallery

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Four members of the San Francisco Museum of Modern Art Artist Gallery senior project team pose for a photo

Team Members
Rosalie Chang, Diana Kim, Molly Zhang, Crystal Zheng

Faculty Mentor
Riitta Katila


San Francisco museum of modern art logo

The Client: SFMOMA Artist Gallery

The San Francisco Museum of Modern Art (SFMOMA) is a modern art museum located in San Francisco, California. A non-profit organization, SFMOMA holds an internationally recognized collection of modern and contemporary art, and was the first museum on the West Coast devoted solely to 20th-century art.

The Problem to Solve

We will identify existing competition and analyze and adress the revenue growth for the SFMOMA Artists Gallery.
Examined two specific areas of analysis

  • Customer acquisition
  • Pricing

Engineering a Solution

Tools and Methodologies 

  • Quantitative: Using internal data, the team performed data cleaning, data modeling, and visualization to understand SFMOMA's financial and operations structure.
  • Qualitative: Analyzed and mapped 79 competitors and conducted 25 interviews and 30 in-person surveys.¬†

Recommendations and Deliverables

  1. Customer acquisition analysis: There is opportunity for pop-up exhibitions based on the team's analysis of total transactions by customer type.
  2. New art rental model: There is an opportunity for growth based on the team's analysis of rental transaction by customer type and higher spending amount.
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