One World Observatory Case Study

SETTING SOLID
FOUNDATIONS FOR
SPECTACULAR VIEWS OF
NEW YORK

VISION:

One World Trade Center – the site of colossal triumph and tragedy – wanted to create a world-class attraction to celebrate and showcase its legendary city. Legends Global Planning was asked to create a viable roadmap for the development of a spectacular gathering place high atop the tallest building in the Western Hemisphere.

PROJECT:

Global Planning employed its signature research and planning process to develop a solid and economically-feasible strategy for One World Observatory. They conducted a series of research initiatives, including an internal evaluation, a review of design firm proposals and historical operating data, to diligently assess the most promising and viable enhancements to the facility. Then, through online surveys with past building visitors as well panel discussions with individuals planning to visit New York City within a 12-month period, they were able to determine some key factors.

RESULTS:

Based on this multi-leveled market research, Global Planning was able to:

• Recommend specific enhancements to One World Observatory with the best potential to generate incremental visitors and maximum revenue for the facility
• Project the financial performance of those enhancements
• Measure potential return on investment for the facility

Today, those promising returns are eclipsing initial projections.