---
title: Louisiana Music & Heritage Experience Partners with SSA Group
description: SSA Group announces a 10-year retail partnership with the Louisiana Music & Heritage Experience to celebrate Louisiana’s music and culture.
image: https://blog.thessagroup.com/hubfs/Louisiana-Music-and-Heritage-Experience.jpg
---

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# SSA Group Announces Retail Partnership for the Louisiana Music & Heritage Experience

[SSA Group](https://blog.thessagroup.com/author/ssa-group) 

 July 20th , 2026

![\<span id="hs\_cos\_wrapper\_name" class="hs\_cos\_wrapper hs\_cos\_wrapper\_meta\_field hs\_cos\_wrapper\_type\_text" style="" data-hs-cos-general-type="meta\_field" data-hs-cos-type="text" \>SSA Group Announces Retail Partnership for the Louisiana Music & Heritage Experience\</span\>](https://blog.thessagroup.com/hubfs/Louisiana-Music-and-Heritage-Experience.jpg)

SSA Group is proud to announce a new 10-year partnership with the Louisiana Music & Heritage Experience (LMHE), a nonprofit cultural destination being developed in New Orleans. As LMHE’s exclusive retail partner, SSA will design, develop and operate a retail program that brings Louisiana’s remarkable musical legacy to life beyond the museum’s galleries.

## Extending the Story Through Retail

From jazz, blues, and gospel to Cajun, Zydeco, R&B, funk and rock and roll,  Louisiana’s impact on music reaches far beyond its borders. The state’s unique artists, communities and traditions have helped shape the sound of American music for generations.

LMHE is creating a permanent museum destination where visitors will be able to explore this history through immersive exhibitions, live performances, education and community engagement. SSA Group's retail program will complement that experience by giving guests meaningful opportunities to continue their connection with the stories, people and traditions they encounter during their visits.

The future retail experience will feature locally inspired merchandise, artist collaborations, publications, gifts, and specialty products reflecting Louisiana’s influence on music and culture. Every part of the program will be developed with the Louisiana Music and Heritage Experience's mission, community and long-term vision in mind.

## Retail With a Greater Purpose

At SSA Group, we believe retail is an important part of the overall guest journey—not simply a stop at the end of a visit.

A thoughtful retail program can extend an institution’s storytelling, create deeper emotional connections, and provide guests with tangible ways to remember and share their experience. It can also generate meaningful financial support that helps cultural institutions advance their missions for years to come.

That philosophy will guide our work with LMHE as we build a retail experience that celebrates Louisiana’s artists and communities while supporting the museum’s long-term financial sustainability.

*“Louisiana’s musical heritage is one of the world’s great cultural treasures, and we are honored to support LMHE’s vision,”* said Tera Greenwood, Executive Vice President of Brand and Relationships for SSA Group.

## A Partnership Grounded in Shared Values

SSA Group was selected following a competitive procurement process facilitated by SinCera Group, a strategic advisory firm specializing in food, retail, events and earned-income partnerships for cultural destinations.

Throughout the process, LMHE and SSA discovered a shared commitment to collaboration, cultural stewardship, quality, and sustainable operations. That alignment will serve as the foundation for a retail program created specifically for LMHE, its mission and the communities it represents.

SSA Group brings decades of experience operating retail, culinary and guest-service programs at museums, zoos, aquariums, and cultural destinations throughout North America. Our history in New Orleans also includes a longstanding partnership with the Audubon Nature Institute, giving our team a deep appreciation for the city, its culture and its people.

## Looking Ahead

The Louisiana Music & Heritage Experience represents an exciting opportunity to preserve, celebrate and share the stories behind one of the world’s most influential musical regions.

We look forward to working alongside LMHE, Louisiana artists, and the local community to create an authentic retail experience that reflects the depth, creativity and spirit of Louisiana’s musical heritage.

Together, we will create another meaningful chapter in the LMHE guest experience. 

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