Behind the booth: Tower Optical 

From the Empire State Building to Niagara Falls, Tower Optical’s binocular viewers have been part of the American skyline for generations. Now, under new ownership, the company is modernizing a familiar product with updated technology and a sharper focus on growth. We spoke with Adam Rice about where Tower Optical has come from, and where it’s heading next. 

Q: For those who might not know the company by name, what is Tower Optical? 
Tower Optical has been around since 1932. We manufacture the iconic binocular viewers you see at the top of landmarks and observation decks – places like the Empire State Building, Rockefeller Center, the Golden Gate Bridge, and Niagara Falls. Today, we have viewers installed at around 800 sites across the U.S. and Canada. I acquired the company with a group of partners in June 2025, after it had been owned by the same family for nearly 100 years. 

Q: How does the business typically work for site owners and operators? 
For most locations, it’s an incremental revenue stream. Visitors pay to use the viewers for a set amount of time – usually 60 to 90 seconds – and we share that revenue with the site. It’s a simple model that works well for landmarks, parks, and tourist destinations because the equipment is durable, recognizable, and requires very little ongoing maintenance. 

Q: You’re in the process of upgrading the product. What’s changing? 
The big shift is payment. Historically, everything has been coin-operated. We’re now retrofitting the viewers with tap-to-pay hardware so people can pay with a phone or credit card. That alone opens up a revenue opportunity for our partners. The system is fully self-contained, battery-powered, and weatherproof, with no need for external power or Wi-Fi. Depending on usage, the batteries last between two and six months. 

Q: Why is that important for owners and operators? 
It keeps things simple. Once the viewer is installed, it’s very close to a “set it and forget it” solution. There’s minimal upkeep, no complex infrastructure, and pricing can be customized by site. A partner can charge $0.50 per view, or $2, or $5 – whatever makes sense for that location and audience. 

Q: Who typically decides to install your products? 
We work with a mix of public and private clients. That includes government agencies like national and state parks, private developers, stadiums, colleges, and occasionally residential buildings. Sometimes the motivation is revenue. Other times it’s about enhancing the visitor experience or adding a recognizable feature to a space. 

Q: What will visitors see at your booth at New York Build? 
They’ll see the product up close and learn how the new payment system works. We’ll be talking through real-world use cases and how the viewers generate revenue with very little operational effort. My partners and I will be there to have those conversations directly. 

Q: What’s the key takeaway for New York Build attendees? 
That sometimes the most effective products are the simplest ones. Tower Optical offers a proven, low-maintenance way to add character and generate revenue at a site. With modern payment technology, it’s a classic product that fits today’s expectations.