A GLOBAL ICON & SYMBOL OF NYC
PG 2
HISTORY OF ESB
1931 The Empire State Building was built after 13 months of construction.
1933 King Kong debuts in NYC.
1976 Colors were added to our famous tower lights.
2009 The Empire State Building
2019 $165M observatory renovation concludes.
underwent an industry-leading retrofit that reduced emissions at the building by 56% and counting.
We welcomed our 50 Millionth visitor.
1931 Herbert Hoover turned on the first lights with a push of a button from Washington, D.C.
1956 White tower lights were added to the building. (placeholder)
1986 The Empire State Building becomes a landmark.
2012 ESB unveils new LED
TODAY Voted the #1 Attraction in the World AND in the United States.
lighting system capable of 16 Million different colors.
PG 3
THE BEST OF THE BEST WE ARE PROUD BE THE MOST AUTHENTIC NEW YORK EXPERIENCE IN THE WORLD.
# 1
Top Spot on the List of Top Attractions
Worldwide for it’s First Year United States for it’s Third Consecutive Year
PG 4
BUILDING RENOVATIONS In 2019, the Empire State Building concluded its renovation of its world-famous observatories. $165 MILLION
ESB TRANFORMATIONS
- A reimagined observatory experience that includes renovations of the 2nd and 80th floor exhibitions and 102nd floor observatory - New elevators, windows, climate systems, and technology upgrades - Renovated ceiling in Fifth Avenue lobby - A new LED lighting system capable of 16 Million different colors - A new 34th Street visitor entrance
PG 5
THE POWER OF ESB MILLIONS OF ANNUAL GLOBAL VISITORS
~13 BILLION Social Impressions in 2023 $792 MILLION Ad Value Equivalency in 2023 388 BILLION Media Impressions in 2023
PG 6
ATTRACTION AND TOURISM TODAY’S CONSUMERS SPEND MORE ON EXPERIENCE THAN EVER BEFORE.
New York City is the
destination among North American travelers. #1 MOST-BOOKED
NYC WELCOMED 62.2 MILLION VISITORS IN 2023
NYC EXPECTS 64.5 MILLION TOURISTS IN 2024
81% DOMESTIC | 19% INTERNATIONAL
cityguideny.com/article/summer-tourism-data-nyc corporate.nyctourism.com/annual-report/2024
PG 7
DOESN’T GET MORE NEW YORK THAN ESB The Empire State Building is the most recognizable landmarks in New York City, standing tall as a symbol of the city’s energy, ambition, and global influence. “I can’t even express what this feels like because I’m a native New Yorker. I was born in Brooklyn, I was raised in Saugerties, New York, and THE EMPIRE STATE BUILDING IS ICONIC, IT MEANS NEW YORK CITY TO ME.”
- Jimmy Fallon with iHeartRadio Lighting Ceremony | December 2023
CLICK TO WATCH
PG 8
ESB DEMOGRAPHICS
The Empire State Building is a must-see attraction among NYC visitors!
2.5 MILLION ANNUAL VISITORS
with 55% of visitors between the ages of 18-34.
*stats taken from ESB’s Feb 2024 report
PG 9
BRAND PERSONALITY PLAYFUL LIGHT-HEARTED HONEST CHEEKY TBD MODERN
PG 10
KEY BRAND VALUES Save the Children Charity Lighting Ceremony with Jennifer Garner ESRTBees at ESB TBD AUTHENTIC INCLUSIVE RELIABLE MORAL SUSTAINABLE
PG 11
CONNECTED TO THE CULTURE Appearing in countless films, TV shows, and works of art, ESB has become a cultural touchstone, inspiring generations of creatives and captivating the public’s imagination.
KITH partnered with the New York Knicks to create its newest seasonal collection of apparel, accessories, and lifestyle goods shot at the Empire State Building.
Yandel performs at the Empire State Building in celebration of Hispanic Heritage Month.
Sarah Jessica Parker visits the Empire State Building to light the building pink for the And Just Like That Season 2 Premiere.
KISS lights the Empire State Building in celebration of the band’s final show.
PG 12
ESB SOCIAL MOST FOLLOWED BUILDING/LANDMARK
Followers 1.3M Likes 70.8M
3 BILLION 349 MILLION 190 MILLION 3.4 MILLION 1.7 MILLION Total Social Followers in 2023 TikTok views in 2023 Users Reached on Instagram in 2023 Users Reached in 2023
Followers 1.1M
Likes 1.1M
Followers 864K
Followers 307K
Subscribers 20.9K
Mentions in 2023
MGK & ESB Bestie TikTok Collab
Percy Jackson & ESB Bestie TikTok Collab
House of the Dragon & ESB Season 2 Premiere Collab
PG 13
ESB MEDIA BILLIONS OF GLOBAL VIEWS EACH YEAR 388 BILLION Media Impressions $792 MILLION Ad Value Equivalency 121,234 Placements
PG 14
- Spark Media Buzz - Create Viral Content - Increase Brand Awareness - Engage with Fans - Support Local Communities - Showcase Products & Services COLLABORATE WITH ESB NOTABLE COLLABS INCLUDE: NETFLIX’s Stranger Things ESB Dynamic Light Show, David Yurman ESB-inspired Luxury Jewlery Collection, Tipsy Scoop Pop-Up, Jared Leto Climbs ESB
PG 15
PARTNERSHIP OPPORTUNITIES
DYNAMIC LIGHT SHOWS
SOCIAL COLLABS
EVENTS
LIGHTINGS
BRANDED EXPERIENCES
CUSTOM DISPLAYS
POP-UPS
STUNTS
*Opportunities not limited to those featured.
PG 16
-
JARED LETO CLIMB To promote Thirty Seconds to Mars’ new album, It’s the End of the Day but It’s a Beautiful World , Jared Leto partnered with ESB for an unprecedented climb up the “World’s Most Famous Building.”
Social Impressions 648.7M
CLICK TO WATCH
Users Reached 161M
Total Mentions 17.7K
Media Impressions 13.79B
- Climb Stunt - TODAY Show exclusive - Jimmy Fallon Segment - Social Collabs
AVE $26.63M
Placements 6,871
PG 17
HOUSE OF THE DRAGON To celebrate the Season 2 premiere of House of the Dragon, MAX teamed up with ESB to craft a massive 270-foot dragon coiled around the top of the building. - Custom Dragon Display - Iron Throne - Glambot Photobooth - Lighting Ceremony - House of the Dragon Cast Photo Opportunity - Dragon Ice Cream Pop-Up - Social Contest/Collabs
Social Impressions 249.1M
CLICK TO WATCH
Users Reached 85.5M
Total Mentions 23.2K
Media Impressions 5.2B
AVE $10M
Placements 1,682
PG 18
STAR WARS Disney joined forces with ESB for an immersive Star Wars takeover of the Empire State Building, as part of its ‘March to May the Fourth’ campaign. - Dynamic Light Show - Pop-Up Experience - Lighting Ceremony - Hayden Christenson Photo Opp ortunity - Custom Lego Exhibit - Fifth Avenue Window Displays
Social Impressions 561.9M
CLICK TO WATCH
Users Reached 203.7M
Total Mentions 120K
Media Impressions 6B
$11.73M AVE
Placements 2,303
- 86 th Floor Photo Corner - Social Contest/Collabs
®
PG 19
FORMULA 1 In partnership Mercedes-AMG PETRONAS F1 and WhatsApp, ESB launched a street-to-Observatory takeover with Lewis Hamilton and Toto Wolff. - Dynamic Light Show - Street-side car demonstration - “Pit Stop” Pop-Up - Custom Car Displays - Fifth Avenue Window Displays - Lighting Ceremony - Lewis Hamilton & Toto Wolff Photo Opportunity - Social Collabs
Social Impressions 550M
CLICK TO WATCH
Users Reached 140M
Total Mentions 27K
Media Impressions 5.8B
AVE $10.93M
Placements 1,145
PG 20
PARTNERSHIPS WITH PURPOSE
LIGHTINGS ASSOCIATED WITH CHARITY ACCOUNTED FOR
6 BILLION Media Impressions in 2023
Mean Girls Cast x Girls Inc.
293 MILLION $12 MILLION 1607 116K Ad Value Equivalency in 2023 Mentions in 2023 Social Impressions in 2023 Social Mentions in 2023 NOTABLE VISITS INCLUDE: Pride with Trevor Project, Earth Hour with WWF, TWICE with Musicians on Call, Drag Race with ACLU, Mean Girls with Girls Inc., John Cena and Hailee Steinfeld with the Make-A-Wish-Foundation
TWICE x Musicians on Call
Jalen Brunson x Covenant House
PG 21
NO ONE GOES TO ESB ALONE EVERY VISITOR IS AN AMBASSADOR
ESB introduced its first-ever Ambassador Program where ambassadors can accumulate points that contribute to leveling up within the program, unlocking exclusive benefits and digital collectibles.
89 %
84 %
73 %
OF MILLENNIALS
OF NON- MILLENNIALS
OF MILLENNIALS
plan travel activities based on content posted by their peers online. (Entrepreneur)
are likely or very likely to plan a trip based on someone else’s vacation photos or social media updates. (APM Agency)
PG 22
GREAT PLACE TO WORK
of employees say Empire State Realty Trust is a great place to work compared to the 57% of employees at a typical U.S based company.
88%
of employees feel good about the way ESRT contributes to the community.
93%
of employees feel a sense of pride when they look at what ESRT accomplishes.
93%
PG 23
LEADERS IN SUSTAINABILITY Through a ground-breaking energy and efficiency retrofit at ESB and across its portfolio, ESRT has established itself as a leader in sustainability.
47% REDUCED EMISSIONS PORTFOLIO WIDE 57% REDUCED EMISSIONS AT ESB
100% OF ESRT PORTFOLIO IS CARBON NEUTRAL
PG 24
A SUSTAINABLE FUTURE In 2022, ESRT published its work in the “Empire Building Playbook: An Owner’s Guide to Low Carbon Retrofits,” to advise building owners in the steps to achieve carbon neutrality through emissions reduction with a proven return on investment.* In alignment with New York State’s Climate Leadership and Community Protection Act (CLCPA), ESRT is on track to reach Net Zero goal:
Empire State Building Across Portfolio in 2030 in 2035
*Co-developed with NYSERDA and supported by other NYC-based landlords and the Clinton Global Initiative
PG 25
THANK YOU
ABIGAIL RICKARDS SVP, MARKETING, PUBLIC RELATIONS & DIGITAL arickards@esrtreit.com 347-514-3801 RACHEL SILVER SENIOR PARTNERSHIPS & CRM MANAGER rsilver@esrtreit.com 516-551-1264
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