One World Observatory Case Study

January 27, 2018
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One World Observatory draws over two million guests per year from all over the world, instantly placing it in the top five attractions in New York. In the summer of 2016, Legends Global Attractions partnered with Legends Global Planning to measure the impact of the $85 million high tech observatory at the top of the World Trade Center on the tourism market. With three observation decks operating in New York City, Legends sought to refine its marketing strategy to place the Observatory on a continued path to success.


Legends Attractions won the design, build, operate a concession in 2013 in a historic 15-year lease agreement. At the core of Legends proposal was a 21st-century reimagining of the Observatory attraction; spanning 120,000 square feet perched 381 meters above Manhattan.

Legends assembled a world-renown design team to deliver:

  • A visitor journey to the top, which is driven by an immersive multi-media platform (Global Welcome Center, Sky Pod Elevators, See Forever Theatre, City Pulse)
  • Complimented by exquisite food and beverage options: a European style café, view pub, and American bistro
  • While offering best in class client amenities (Priority Access, The Gallery (Gift Shop) and Aspire at One World Observatory, a stunning 102nd-floor special event and meeting space)


The Observatory was delivered in an aggressive two-year span and the creative transformation placed it in a position that differentiated it from other attractions in the city. One World Observatory opened to tremendous fanfare and was awarded and recognised as the best new attraction in the world by the global media. Today One World Observatory draws over two and a half million guests from every corner of the globe each year.