The Empire State Building Launches NFT Loyalty Program on Avalanche Using Uptop

Uptop, a premier Web3 loyalty and rewards platform, is launching an innovative NFT-based ambassador program for the Empire State Building, owned and operated by ESRT. NFTs will be built on Avalanche, unlocking greater speed and security for the 4M+ annual visitors to New York’s most iconic building, which Tripadvisor honored as its Top U.S. Attraction for the second straight year in 2023. The Empire State Building's ambassador initiative reflects a new era in visitor engagement, one using digital collectibles to recognize and reward supporters. 

Uptop has crafted a streamlined blockchain experience using the fast, flexible Avalanche network, smoothly fitting blockchain into ESRT’s technology framework. Visitors can get immediate rewards, with no prior Web3 knowledge needed. 

"Selecting a blockchain capable of delivering enterprise scale was crucial, as we expect the solution to reach hundreds of thousands of people in its first year,” said Ross Basri, Uptop’s Cofounder who led the technical integration. “Avalanche's performance and support have been instrumental." 

The Empire State Building attracts visitors from afar and a dedicated cohort of local fans, all captivated by its 86th Floor Observatory – the only 360-degree, open-air observatory in New York. 

Recognizing loyal local supporters who often bring out-of-town visitors to witness their favorite site was paramount. Uptop designed exclusive NFTs on Avalanche that both serve as permanent digital keepsakes for one-time visitors and evolve to unlock a suite of personalized benefits for repeat visitors. 

Rewards include:  

• Complimentary observatory tickets to exclusive event access
• Entries to the famous annual Run-Up event or a private sunrise viewing 
• The ability for visitors progress from Bronze to Platinum levels as they accumulate points, growing their connection to this icon of New York and unlocking perks at various ESRT Partners.  

“Tourists are already adapting the way they commemorate travel, as digital mementos become more important than physical souvenirs,” said John Timoney, Uptop Cofounder. “As New Yorkers, when the Empire State Building brought us their idea to immortalize visits with claimable NFTs, we couldn't have been more excited about the blend of tradition and digital innovation.”

The program will also make use of NFTs’ flexibility, as highlighted by Jake Cvengros, Sr. BD Associate at Ava Labs, a software developer of Avalanche. “NFTs can be used to unlock benefits across a variety of partner merchants regardless of the technology they use and pave the way for future affiliate revenue streams,” he said. The landmark already draws countless customers to the various stores and restaurants in midtown, presenting opportunity. To start, the program will offer benefits redeemable at ESRT partners like Tacombi and STATE Grill and Bar.  

For those eager to join, sign up for more details and updates here.

About Uptop

Uptop is a leader in the use of blockchain technology in the loyalty and rewards space. Incubated by Mastercard and backed by PayPal Ventures to bring intuitive digital assets experiences to brands and other top tier IP, Uptop is transforming loyalty in tourism, sports, ecommerce and more.  

For media inquiries, please contact: contact@uptop.xyz 

About Avalanche

Avalanche is a smart contracts platform that scales infinitely and regularly finalizes transactions in less than one second. Its novel consensus protocol, Subnet infrastructure, and HyperSDK toolkit enable Web3 developers to easily launch powerful, custom blockchain solutions. Build anything you want, any way you want, on the eco-friendly blockchain designed for Web3 devs.

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About the Empire State Building

The Empire State Building, the “World's Most Famous Building," owned by Empire State Realty Trust, Inc. (ESRT: NYSE), soars 1,454 feet above Midtown Manhattan from base to antenna. The $165 million reimagination of the Empire State Building Observatory Experience creates an all-new experience with a dedicated guest entrance, an interactive museum with nine galleries, and a redesigned 102nd Floor Observatory with floor-to-ceiling windows. The journey to the world-famous 86th Floor Observatory, the only 360-degree, open-air observatory with views of New York and beyond, orients visitors for their entire New York City experience and covers everything from the building's iconic history to its current place in pop culture. The Empire State Building Observatory Experience welcomes millions of visitors each year and was declared "America's Favorite Building" by the American Institute of Architects, the world's most popular travel destination by Uber, the #1 attraction in the US for the second year in a row in Tripadvisor’s 2023 Travelers’ Choice Awards: Best of the Best, and the #1 New York City attraction in Lonely Planet’s Ultimate Travel List. 

Since 2011, the building has been fully powered by renewable wind electricity, and its many floors house a diverse array of office tenants such as LinkedIn and Shutterstock, as well as retail options like STATE Grill and Bar, Tacombi, and Starbucks. For more information and Observatory Experience tickets visit esbnyc.com or follow the building's Facebook, X (formerly Twitter), Instagram, Weibo, YouTube, or TikTok. 

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