Empire State Building

Empire State building pricing and revenue strategy

The Empire State Building Observatory occupies both the 86th and 102nd floors of the Empire State Building. The company retained Integrated Insight to understand strategic pricing opportunities as they invested over $100M to improve the guest experience. Recommendations included more product stratification by adding time based and anytime tickets to provide pricing leverage and potentially shift visitation behavior; consolidating standard and in season price tiers and increasing prices between tiers; leveraging stratification to pull guests into desired behaviors, using strong upsell and marketing messages; messaging prices without tax, consistent with other NYC attractions; refining third party nets and commissions structure; and leveraging targeted promotional offers to generate incremental attendance. An almost 20% increase in net contribution was identified through the initiatives.

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Services: Pricing Strategy, Revenue Strategy