omsi.edu
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OMSI: The Science Museum That Scaled
How a Portland institution built a 35M revenue engine on curiosity.
Most science museums are content to be static exhibits; OMSI is a dynamic revenue engine disguised as a museum. With 476 employees and $35M in revenue, this isn't just a place for kids to touch rocks—it's a meticulously optimized operation capturing the lion's share of Pacific Northwest curiosity.
"They aren't waiting for visitors to walk in; they are aggressively capturing intent through SEO dominance."
The SEO Moat
OMSI commands 8,490 monthly searches for just the word 'omsi.' They aren't just a destination; they are the default search result. With 59% of traffic coming from organic search, they have turned brand equity into a discoverable asset, outpacing competitors by owning the entire taxonomy of science-related queries in Oregon.
The Retention Engine
With 35% direct traffic, OMSI has achieved what most startups fail to do: create a sticky habit. Visitors don't just browse; they return. This high direct traffic suggests a powerful membership program and repeat visitation model, turning a one-time field trip into a recurring revenue stream.
The tech stack reveals a modern, data-driven approach. They aren't running on legacy infrastructure. Using Tailwind CSS, Swiper, and aggressive tracking via Google Analytics and Crazy Egg, OMSI treats their digital presence like a SaaS product—optimizing user flows and conversion paths for tickets, memberships, and donations.
- Revenue per employee is approx $73k, indicating a lean operation for a museum of this scale.
- 'OMSI jobs' is a top 5 search keyword, proving their role as a major regional employer.
- The 'undefined' country traffic (96.6%) likely indicates US dominance with geo-IP limitations in the data, but confirms a hyper-localized audience.
The Verdict: A Scalable Model for Civic Institutions
OMSI proves that 'non-profit' doesn't mean 'non-revenue.' By treating digital traffic as a primary funnel and optimizing for direct return visits, they've built a sustainable model that many tech startups would envy.
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Home | Oregon Museum of Science and Industry
Inspiring curiosity through engaging science learning experiences. Explore, discover, experiment, and more at OMSI in Portland, OR!
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About omsi.edu
Inspiring curiosity through engaging science learning experiences. Explore, discover, experiment, and more at OMSI in Portland, OR!
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Technology Stack
omsi.edu uses 25 technologies across their website including Font Awesome, HSTS, PHP, and more.
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omsi.edu receives approximately 158.2K monthly visitors and ranks #243,248 globally. The website has a bounce rate of 45% with visitors viewing an average of 2.9 pages per visit. Users spend an average of 2:12 on the site.
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