In a destination spoiled with observation decks atop world-famous skyscrapers, SUMMIT One Vanderbilt in New York City has managed to attract an average of 2.1 million visitors a year by pairing a strong brand identity with operational agility.
Before joining SUMMIT One Vanderbilt, VP of Sales Nastassia Welter worked for an attraction pass company and wasn’t interested in joining another observation deck opening in the city. When she realized SUMMIT would offer much more than amazing views, it caught her attention.
Claire Chirouze Ulloa, Director of Global Trade Sales, encountered similar early hesitation at trade shows and sales missions. Claire says, “People were like, ‘Really? A fifth observation deck in New York City?’ We were like, ‘Hold on!’”
SUMMIT partnered with artist Kenzo Digital to offer visitors an enticing indoor attraction, alongside Midtown Manhattan views. The indoor space comprises three levels of immersive art, including a mirrored room and even a Kusama installation.
After making it through tough days of heavy COVID restrictions in 2021, SUMMIT now welcomes an average of 2.1 million visitors a year.
Here, Nastassia and Claire talk about how SUMMIT has built a distinct brand and thrived through its long-standing partnership with GetYourGuide.
How does SUMMIT One Vanderbilt stand out from other New York observation decks?
Claire: I think we changed the game in the observation deck space. Prior to SUMMIT, you go to an observation deck, go up, enjoy the views, and go down. It's a half-an-hour, maybe an hour, experience at most.
We actually partnered with an artist, Kenzo Digital, right from the beginning. Yes, we're going to have amazing views because we're at the top of a new skyscraper in the heart of the city, but we're not just an observation deck. We're also an immersive art experience.
Nastassia: We tell our guests: Take photos of the outside because the skyline from SUMMIT truly is spectacular. But also turn your cell phone or camera inside to the immersiveness of the experience itself. It’s part of our DNA in that way.
Why did SUMMIT One Vanderbilt choose GetYourGuide as its first reseller?
Claire: Nastassia and I were part of the industry before, so we knew GetYourGuide from previous jobs. Its reputation was growing, and we had a great relationship with the account manager there at the time who really understood and believed in the product. That's why we onboarded GetYourGuide first.
Even though we were a new product, we were able to gain that visibility on the website quickly. Since then, it's always been a very close, fruitful partnership.
Nastassia: I actually remember the day that we scanned that first GetYourGuide ticket. It was January 14, 2022. I took a photo of Claire scanning the ticket and sent it to our execs: "We're live with the very first reseller!"
How does a new attraction like SUMMIT One Vanderbilt gain visibility and bookings on GetYourGuide?
Claire: One of the main challenges we had at the beginning was, “How do we describe SUMMIT if we can only use a couple of photos?” The attraction is a combination of so many different rooms, experiences, and spaces. Choosing a diverse mix of photos and refining how we talk about our product on the page was key.
We talked about the experience in very artsy language, almost a little bit too artsy because some people were like, "Okay, but what is it?" We had to find the right balance for the description.
The fact that the reviews were really amazing right from the beginning helped a lot as well. It's a combination of things.
Nastassia: I'm not going to lie, I was very surprised by the overall numbers and engagement GetYourGuide saw for a brand-new product.
Another thing was the access to our own data, which is really important. We use the dashboard GetYourGuide sends us weekly. We share it with our marketing team. We go over the report, and we make decisions based on it.
Which of those metrics from GetYourGuide are the most important to you?
Nastassia: What always catches my eye is the advanced booking. That’s always a really good metric, especially the way there are the tiers, like zero to one day, two to five days, and then more than 30 days. Also, domestic versus international, and how to understand GetYourGuide’s audience compared to ours.
When we created our own dashboard, I kind of copied a bit of what GetYourGuide did there because I thought it was so great.
Claire: We are also receiving information from our account manager anytime we want something more specific. GetYourGuide has really amazing data, and it can share it on a per-request basis in a visually easy-to-understand way. That’s something not all of our other partners have.
How does GetYourGuide compare with other OTAs for visitor attractions?
Claire: Another piece is just the success of our partnership so far. GetYourGuide is our number-one partner in terms of sheer numbers.
Nastassia: We technically don't even say that you guys are number one. We say you are the number “stellar” because the gap between GetYourGuide and the next one is big.
It’s also important to highlight that not only was GetYourGuide the very first reseller we worked with, but whenever we have a new product, we give it to GetYourGuide first and beta-test it.
For instance, when we have special ticketed events like the Fourth of July or New Year's Eve, GetYourGuide is the first to gain access. You're the only ones that sell those kinds of special experiences for us.
GetYourGuide works for us not only as a huge brand evangelizer and sales converter, but also as a way to ensure we are at the right pace and on the right path for any new products.
What can a memorable guest review reveal about an attraction’s impact?
Nastassia: There was one particular review from someone I trust who lives here that said, "You guys made me fall in love with New York City all over again." That was just so special.
Technically, if you live in the destination, you don't often go to an observation deck or very touristy attractions. To read that was uber-special for us.
How do visitor reviews help attractions like yours improve operations?
Claire: One negative that we sometimes get is about lines, because when we're at full capacity, the lines sometimes can be a little long. We changed the operational path at the entrance many, many times, especially during the first year.
Nastassia: We decided to go with the Disney model of lines, which is like the little snake. That was a huge help for us.
Claire: We also made changes to our capacities. For example, we know that the most popular time of the day is around sunset. We're able to make some adjustments to our capacities, like maybe lowering them a bit here and increasing them a bit more in other slots.
Nastassia: For the premium tours, we used to have a spot to meet and greet with your tour guide, and we changed that to a different space as well.
Claire: Yeah, with better signage. That's a feature GetYourGuide has for tours: it lets us upload a photo of the meeting point, which is great and super helpful.
If people who buy this specific package see the confirmation email or read the ticket, they’ll see the photo of the meeting point. It makes it easier for the guests to find their tour guide.
What advice can you offer about how suppliers can get the most from a GetYourGuide partnership?
Nastassia: My number-one recommendation is to build a great relationship with your account manager. It's essential in this business. Consider it a two-way partnership.
Number two: Take the data that GetYourGuide and others provide and work that to your benefit.
Claire: For smaller operators who may be hesitant to work with an OTA, I would encourage them to think of the commission rate as a marketing cost.
If you're driving people to your website, you incur marketing costs. People don't just find your website for direct purchases. It's the same when you work with an OTA. GetYourGuide invests a lot of that commission back into marketing.
What’s on the horizon?
Nastassia: I’m happy to share that SUMMIT is expanding its operations to an overseas destination. In summer 2027, we're opening SUMMIT Paris near the convention center. It’s a brand-new building, and SUMMIT will take the top four floors.
We’ll also announce another destination pretty soon, which makes us very excited. We are trying to bring the successes that we had here into these other destinations.
What success looks like for us as a whole is something I share with the team almost every day: We're not in the business to sell a ticket. We are in the business of making sure guests have great experiences with us. That is what drives us.
If we can manage to do the same in these other destinations, I think it will be a huge success for the company and our brand.
Key Takeaways
- Differentiate your offer: By combining skyline views with immersive art, SUMMIT One Vanderbilt stands apart in a crowded market and welcomes an average of 2.1 million visitors each year.
- Act on visitor feedback: SUMMIT has repeatedly adjusted its entrance layout, queue system, capacity, and meeting points in response to reviews and guest behavior.
- Use data to guide decisions: The team reviews GetYourGuide’s weekly reports, including booking windows and domestic versus international demand, to shape its marketing and operations.
- Test new products with a trusted partner: SUMMIT gives GetYourGuide early access to new products and uses the platform to beta test special experiences before expanding them elsewhere.
- Build partnerships that support growth: GetYourGuide was SUMMIT’s first reseller and has since become its leading partner by booking volume, with exclusive access to events such as New Year’s Eve and Fourth of July experiences.
