The Empire State Building plans to implement dynamic pricing for its observation deck, aiming to optimize ticket sales during peak hours. CEO Tony Malkin announced this strategy following an impressive financial performance, with net operating income reaching $28.5 million in the fourth quarter of 2024—a 6% increase from the previous year. Ticket prices currently vary based on demand, time of day, and promotional tactics, such as allowing free entry for those featuring in TikTok videos. The building's rising popularity signifies successful revenue management strategies as they approach 2025.
Ticket prices already vary depending on time of day (up to $90 for a sunset viewing) or levels of fame ($0 if you are willing to debase yourself in one of its TikToks).
The observatory is on an apparent upswing in popularity: According to Crain's New York Business, its net operating income was $28.5 million for the fourth quarter of 2024, up 6 percent year over year.
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