Every year, over 3.5 million visitors ascend 1,050 feet above the streets of New York City to enjoy the view from the Observatory on the 86th floor of the Empire State Building. But very few of those visitors know the extraordinary true story behind this iconic National Historic Landmark.

The operators of this world famous building hired BRC Imagination Arts to transform their current visitor experience into an interactive journey that captures the mythological essence of the Empire State Building brand. BRC responded with “Dare to Dream,” a multipart, immersive tour that puts guests at the center of the epic true story of the daring visionaries that erected a building that has become a symbol of achievement, courage, and romance across the globe.

New exhibits and presentations will tell the captivating stories of: the people who built the Empire State Building, the engineering triumphs involved in its construction, what it takes to operate it today and what it means to the 110 million people who have experienced the awe-inspiring vista from more than a quarter-mile above Manhattan. The Observation Level serves as the exhilarating conclusion of this inspiring true-life narrative.