Willis Tower Observation Deck
CHICAGO, IL
Observation Deck, Guest Services, Shops
Rick Hill, working with Sears Management developed strategies to enhance the visitor experience of the observation deck for on the 103rd floor of the Sears Tower, now called Willis Tower, a 1,451-foot skyscraper in Chicago, Illinois.
At the time of its completion in 1973, Sears Tower was the tallest building in the world, surpassing the World Trade Center in New York, and it held this rank for nearly 25 years. The tower is the tallest building in the U.S. and the seventh-tallest freestanding structure in the world. The skyscraper is one of the most popular tourist destinations in Chicago. The observation deck, called the Skydeck, opened on June 22, 1974. Located on the 103rd floor of the tower, 1,353 feet above ground and is one of the most famous tourist attractions in Chicago. In 1998, Mr. Hill developed strategies focused on providing retail and dining services before and after visits to the Skydeck.
In March 2009, Willis Group Holdings leased a portion of the building, and obtained the building’s naming rights.
Lesson Learned
“Converting a below grade area to a visitor orientation center and the top floor of a world iconic building into an observation deck generates far more revenue than any tenant lease.”