The first time I visited The Empire State Building, I paid a few bucks, walked onto an elevator, and before I knew it, I was on the observation deck, taking in the remarkable quiet, high above all the bustle below.
That was about 15 years ago, and a lot has changed. This weekend I made the same trip and it took quite a bit longer. At first I thought it was due to security reasons. After all, my first visit was a few years before 9/11. But it only took about 5 minutes for us to get through security (we got there before most tourists even began eating brunch, so there was no line).
It was because of the branding (as well as the extremely hard sell) inside the building.
To illustrate, I am going to write this from the perspective of the building itself. Suspend disbelief for a moment, and imagine that the Empire State Building is speaking. Here’s what he said to me:
Hi there, thank you for being so patient as you walked through security. Now it’s time to see the amazing view I’ve offered to the public for over 80 years. It’s only $27 per person. For an elevator ride. C’mon, you’ll love it.
See that? I’ll even give you a free audio tour. Oh, you don’t want to experience this interactive exhibit about my awesome makeover? I am sustainable, you know. LEED gold certified. Kind of a big deal, so you should probably give it a listen. It’s only a 30-minute audio program. About reduction of greenhouse gas emissions. And energy savings. Your four-year-old will love it, I swear.
Fine. Have it your way.
To the elevator!
But wait… don’t you and your family want to take a photo against a green screen first? C’mon, you know you do. No, you WILL do it; there is no other way to the elevator. Sucker. So don’t even try to find one. Say cheese!
Don’t forget to take your ticket so I can lighten your wallet… I mean… send you home with a lasting memory at the end of the tour (wink).
Okay, now you can wait for the elevator. To the 86th floor. Which isn’t the top, but have a walk around. You can learn a little history. Ooh… bet you wish you had that audio tour wand right about now, huh? Oh well.
Time for Elevator #2. This is the one. While you’re waiting for it, I bet you want to see a slide show of every celebrity that gets to come up here for a VIP tour. Don’t you wish you were Dionne Warwick? Or Tommy Lasorda?
Okay, I’m going to stop branding myself for a minute and let you walk out onto the 102nd floor, through my glass doors, to see New York through my eyes. I’m going to give you what you really came here for. The view, from one of the quietest spots in the city (thank your lucky stars you got here before 10am, or it wouldn’t be so quiet).
Enjoy.
Don’t forget to buy a $20 coffee tumbler or your super green screen photo (also $20) on the way out!
Love you! Leave your number on the table. I promise I’ll call you soon (double wink).
This probably sounds like the experience left a bad taste in my mouth. It didn’t. I don’t regret paying the $27 to show my daughter the view from the top of the Empire State Building (even though it was the same price as The Museum of Natural History). It was worth it just to see the look on her face. My point is simply this – while sustainability and celebrities are interesting, they are not what is unique about the brand. The Freedom Tower – which will likely compete with ESB for tourist dollars – also embraces sustainability, and I’m sure it will have its fair share of celebrities making their way to the observation deck. The “real magic” of the Empire State Building is about the feeling you get when you are on top of one of the country’s most iconic historic landmarks, taking in the remarkable quiet, high above all the bustle below.
