Elevating Hudson Yards
Experiences Online
A strategic web partnership to transform Edge and Vessel into high-performing digital destinations — built for storytelling and inspiring conversion, optimized for mobile, powered by Level's data-driven platform. Every journey begins with pressing the right button.
Full-Stack Agency.
Full-Funnel Thinking.
BAM is now part of Level — one of the fastest-growing digital agencies in the country. Together, we combine deep strategy with Level's elite technical execution and AI platform. For Hudson Yards, that means a single partner who can own everything from conversion strategy to codebase. We're the elevator that knows how to reach the top floor.
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Web Development & Engineering Custom WordPress Block Editor themes, headless architecture, AWS-hosted infrastructure with performance at the core.
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Conversion Rate Optimization Data-driven experimentation to turn more visitors into ticket buyers — from A/B testing to full funnel redesign.
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Digital Strategy & UX Persona-driven journey mapping, content strategy, and experience design tailored to Hudson Yards' 2026 goals.
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Technical & UX Auditing Comprehensive Lighthouse, accessibility, and UX audits with prioritized remediation roadmaps.
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Integrated Cross-Department Collaboration Our dev team works directly alongside Level's Media, Creative, SEO, and Analytics departments — no handoffs, no silos. Choose one full-service partner and get seamless alignment across every channel.
Pushing the Button: What We Know
Before entering an elevator, you study which one to choose. We immersed ourselves in the Hudson Yards ecosystem — auditing both sites, mapping customer journeys, and stress-testing the ticketing flow. Here's what we know.
Two Brands, One Vision
Edge (observation deck) and Vessel (interactive landmark) each need distinct digital identities — but unified technical foundations and cross-sell opportunities.
Mobile-First Reality
85% of traffic is mobile. Yet current experiences aren't optimized for the on-the-go NYC visitor deciding "what to do right now." That's our primary focus.
Web as Conversion Engine
The website is where media intent becomes ticket revenue. Every page must reduce friction and convert visitors into ticket buyers with clear, compelling paths to purchase.
Data-Informed, Media-Powered
Because we already manage your media, we don't have to guess user intent. We know that in the second half of 2025, paid media drove 51% of Edge web revenue and 26% of Vessel web revenue. By integrating your web development with these existing insights, every technical optimization we run is designed to directly compound your media ROI.
Persona: NYC Experience Seeker
On Edge, Millennials and Gen-Z visitors are expecting seamless mobile booking, social proof, and immersive content that captures the magic before they arrive.
Complex Tech Landscape
Edge runs WordPress on AWS. Vessel uses Webflow. We specialize in exactly this kind of platform consolidation and optimization.
What We Found
Two properties. Two platforms. Which elevator takes you higher? We dug into both sites to find the real friction points costing you revenue. The opportunities are significant — and very achievable.
edgenyc.com
WordPress 6.8.3 (Custom Theme) hosted on AWS.
vesselnyc.com
Webflow via Cloudflare CDN (No Drupal integration found).
What Real Users Told Us
We conducted unmoderated usability testing using a "think aloud" protocol — asking participants to plan a visit, find and purchase tickets, and locate support. Here's what we found.
Social Proof Is Buried
Move social proof further up the page to build trust. Feature video testimonials showing the experience live — users want to feel the visit before committing.
CTAs Lack Visibility
Ghost buttons get lost against the black-and-white site. Vibrant colors (orange or blue) as the main CTA color would draw significantly more clicks.
Events Hidden Behind Horizontal Scroll
On desktop and mobile, events are buried in horizontal scroll — it takes 10 clicks to view all events under "All Tickets." Add a text search or improved filtering.
Translation Friction
Translation issues on the ticketing page mix English with other languages, creating confusion at the most critical conversion point.
Key Info Pushed Out of Viewport
The image carousel pushes children/senior tickets, cancellation protection, and the "Continue" button below the fold on both desktop and mobile — causing drop-off.
Timer Creates Anxiety
Users feel overwhelmed and rushed by the checkout timer. Processing fee tooltips also lack clarity — users don't understand what they're being charged for.
Travel planning is very overwhelming. It would be helpful to have the site guide me through what package or experience might be best for me.
As a non-New Yorker, knowing how to get there is important to me. Public transportation is not in my DNA.
The map and icons are especially helpful and make it easier to visualize the experience before arriving.
Specific Considerations for Ventrata
A/B Testing Available Through Coordination
While Ventrata operates via iframe, we do not have to settle for the status quo. We can run controlled A/B tests (e.g., testing the layout of the Champagne toast upsell to drive higher AOV) by coordinating directly with the Ventrata team. By passing specific Product IDs and test descriptions, we can configure traffic splits and ensure users are randomly assigned to variant A or B without disrupting the core ticketing loop.
From Insight to Revenue
Initial Ideation
Prioritize fast, meaningful wins based on our audit—starting with fixing Ventrata 'broken loops,' optimizing the 2.9s mobile LCP, and adding a 'Buy for Today' fast-path for Vessel.
Launch and Iterate
Deploy A/B tests targeted at your 85% mobile traffic base, such as testing a progressive disclosure wizard against the current 17-field checkout form to immediately recover lost sales.
Focused Research
Deploy VWO and conduct ongoing recorded user testing to watch exactly where users abandon the ticketing flow when attempting to bundle tickets or use promo codes.
Optimize Marketing
Integrate directly with our Media team to spin up optimized, dedicated promotional landing pages—even for rapid 'Friday 4:30 PM' launch requests—ensuring a seamless scent trail from ad click to ticket scan.
Full Funnel Analysis
Leverage GA4 streaming and cohort analysis to track the full journey—from initial weather-triggered awareness to the final Ventrata purchase—isolating drop-offs between Advance planners (Edge) vs. Same-Day impulse buyers (Vessel).
Transformation
Roadmap major structural shifts for 2026—such as evaluating a CMS consolidation, headless architecture, or a native checkout—to perfectly align with Edge's new immersive interior guest experience.
Iterate
Review test outcomes with the HYE digital team in our weekly pulse meetings, apply cross-domain learnings where Edge and Vessel overlap, and immediately spin up the next variant.
Built to Ascend
Tighter integration with the web experience will take this higher. Our web development practice is purpose-built for exactly this challenge: enterprise-scale WordPress, high-performance architecture, and data-driven optimization.
WordPress Block Editor
Custom block themes with ACF integration — giving content teams full control without touching code. No page builders. Clean, maintainable architecture.
Performance Engineering
Server-side rendering, lazy loading strategies, CDN optimization, and Core Web Vitals monitoring baked into every build.
CRO & Experimentation
Continuous A/B testing, heatmap analysis, and conversion funnel optimization. We don't guess — we test, learn, and iterate.
AWS Infrastructure
Deep AWS expertise for scalable, secure hosting. Auto-scaling for high-traffic events, CI/CD pipelines, and 99.9% uptime SLAs.
Accessibility & Compliance
We aim for WCAG 2.1 AA standards from day one. Automated and manual testing, semantic HTML, and inclusive design patterns.
Analytics & Insights
GA4 configuration, custom dashboards, and event tracking aligned to Hudson Yards' KPIs. Attribution clarity across the full customer journey.
The Numbers Speak
Every journey has an impact on arrival. Across our portfolio of enterprise clients, Level's web development team consistently delivers measurable business impact. Here's where we've taken our clients:
AI-Powered Ascent
Level has built AI tools that give our clients an unfair advantage — automating insights that typically take weeks and surfacing opportunities others miss.
The Express Elevator: Fast Lane Protocol
Media creates the ascent. Creative builds anticipation. Web determines whether the experience feels seamless, or disconnected. Our operational framework is designed for velocity without sacrificing quality. Rapid onboarding, transparent sprints, and continuous optimization from day one. Every initiative is data-driven, guided by business goals, and informed by — and in collaboration with — our additional Paid Media and SEO engagements.
Discovery & Audit
Deep-dive technical and UX audit, stakeholder interviews, KPI alignment
Strategy & Roadmap
Prioritized backlog, sprint planning, quick-win identification
Build & Iterate
2-week sprints with staging demos, continuous QA, and stakeholder feedback loops
Launch & Optimize
Zero-downtime deployment, performance monitoring, and ongoing CRO experimentation
Dedicated Dev Team
Two developers assigned full-time to your account: one for front-end requests, another for back-end needs. Plus developers on call after-hours for emergencies.
Project Management
Regular status calls to plan and review active web initiatives. We use Asana for task management, Google Sheets for task roadmaps, and Smartsheet for complex project timelines.
Communication
We communicate via Asana, Slack, or email. If you're in Slack, we'll set up a dedicated channel for dev requests and updates.
Request Intake System
A custom ticketing form for all web requests — log issues, request promos, or upload assets instantly. Each submission creates an Asana task and triggers a Slack alert to teammates.
The "Fast Lane" Protocol
For urgent requests (e.g., Friday afternoon promo launches), we have a dedicated rapid-response workflow that bypasses standard queue times.
Cross-Department Collaboration
Our dev team works hand-in-hand with Level's Media, Creative, SEO, Data Analytics, and CRO departments — giving you integrated, full-service support that standalone dev shops can't match.
High-Velocity, Reactive
Built for frequent landing page spins and promo updates. Fast turnaround, minimal friction — we move at the speed of your marketing calendar.
Deliberative, Committee-Aligned
Structured support for updates and stakeholder approvals. We work within your review process to ensure every change is aligned before it goes live.
Meet the People Behind the Work
The crew inside your elevator to the top. A cross-functional team of strategists, developers, and data specialists assembled specifically for Hudson Yards.
Let's All Hop on Elevator #1 Together
Media creates the ascent. Creative builds anticipation. Web determines whether the experience feels seamless, or disconnected.
We've studied your platforms, mapped your opportunities, and assembled the team. BAM and Level are ready to build something extraordinary together.