Empire State Building Launches Exclusive Children’s Birthday Party Package — Empire State Realty Trust, Inc.

Event summary

Empire State Realty Trust introduced its first-ever ESB Birthday Party Package for children, available at the iconic Observatory.
The package includes a guided Observatory tour, private party room with Ghirardelli sundae chef, artisanal snacks, face painting, and ESB-themed favors.
Pricing accommodates 12 children and 3 adults, expandable to 25 guests, with bookings required at least 28 days in advance.
The launch coincides with the Empire State Building’s 95th anniversary celebrations and follows a $165 million Observatory upgrade.

The big picture

The Empire State Building’s new children’s birthday package is part of a broader trend in real estate and tourism toward diversifying revenue through experiential offerings. Following a $165 million Observatory upgrade, this initiative aligns with the building’s strategy to enhance its appeal beyond traditional office and retail tenants. The move reflects a growing industry focus on creating memorable, high-margin experiences to drive visitor engagement and loyalty.

What we're watching

Revenue Diversification: How the new package will impact the Empire State Building’s ancillary revenue streams beyond traditional tourism.
Market Differentiation: Whether this move can position the Empire State Building as a leader in premium experiential offerings for families.
Operational Scaling: The pace at which similar high-profile attractions adopt comparable family-focused event packages.