At ADWEEK's Social Media Week 2025, Abigail Rickards and Tyler O'Day discussed how they've transformed the Empire State Building's online presence to reflect its rich cultural significance. With over 2.5 million visitors annually, they moved the social media operations in-house to create a more authentic voice. The leaders emphasized the need to showcase the building's personality, moving beyond its image as merely an observation deck, while also investing in significant infrastructure upgrades to enhance the visitor experience and engage audiences effectively.
At the core of it, the Empire State Building is an observation deck, and yet, it's so much more than an observation deck; it's personality, it's character, it's part of our culture.
I thought, 'What a great canvas the Empire State Building represented.' People care about it, whether they're from New York City or not. That's half the battle when it comes to social.
We needed to move away from an agency and really bring it in-house, to really build up personality. It's all about an authentic voice.
We completely revamped our entire experience ... It's not just the next year of the building. We want you to come back.
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