The Empire State Building Observatory is now TripAdvisor's #1 Attraction in the United States. Getting there required four years, dozens of world-class partners, and someone to hold the original vision together from the first conversation to opening day.

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Beneville Studios was the first firm retained to shape the project's vision, and I led our engagement from the inside. Retained as Creative Consultants directly by Tony Malkin (Chairman and CEO of Empire State Realty Trust) and working together with key Observatory leadership and international investors, we were central to defining the original vision and mission for the project, and to selecting the design and architecture teams (including THINC Design, Squint/Opera, IDEO, and others) who would bring it to life.

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From the ground floor to the 102nd, I remained Beneville's central creative and strategic consultant throughout the life of the project, reporting to ownership and senior leadership at the Observatory. In 2019, I attended the ribbon-cutting and celebratory ringing of the opening bell at the New York Stock Exchange.