Co-President, New York Region | The Howard Hughes Corporation
Overseeing the mixed-use Seaport development in lower Manhattan means operating the popular Rooftop at Pier 17 concert venue, a 3,500-capacity outdoor venue whose Summer Concert Series continues to grow.
“Forty-six of our 63 shows in 2023 are completely sold out—and the season is still going,” says Andrew Schwartz, co-president of the New York Region for the Howard Hughes Corporation. He says the venue, which opened in 2018, has surpassed its previous record in terms of annual ticket sales.
With the concert season stretching from spring into the beginning of fall, Schwartz says weather becomes an unpredictable factor and major challenge that venue staff have to adapt to quickly and get creative to navigate while still delivering first-class customer service.
“The first of Carly Rae Jepsen’s two sold-out shows needed to end early due to approaching lightning,” he says, as an example. “We quickly regrouped with her team and were able to pivot to offer ticket holders the opportunity to return to the venue the next day for a special matinee performance, ensuring that fans didn’t miss out on the experience they were eagerly anticipating.”
Schwartz says that strong demand has led to new offerings at the venue, including a new Patron Patio tequila lounge available to all attendees, Heineken Silver Zone premium general admission viewing area and Grey Goose hideaway lounge.
“We’ve also seen growth in ticket purchases coming from outside our New York City area,” he said, adding that a show at The Rooftop at Pier 17, which provides views of the Empire State Building and Statue of Liberty, becomes part of a “bucket list” night for visitors.
With this year’s concert season continuing in October, Schwartz says the goal remains to continue growing the number of artists performing each year.
“The industry has seen a strong demand for guest experiences immediately outside of the venue’s proximity, and we feel we’ve curated just that,” he said. “Plus, we anticipate the opening of even more immersive experiences that extend beyond the main event.” — Ryan Borba