This NYC Operator’s Quest to Bring Movie Magic to Life

The founder and president of New York City’s On Location Tours shares her script for 20-year success streak.

Toms Restaurant
Reading Time: 3 min 30 sec

In many parts of the world, the first glimpse travelers have of New York City is not necessarily from the news, nor from a book or a magazine. It’s from a T.V. show or a movie.

Georgette BlauWhether it be Superman flying high above Broadway or Carrie Bradshaw sipping a Cosmopolitan in a trendy bar, the city that never sleeps has long been a hotspot of the film industry. And with 110 filming permits per day, New York City is home to some of the most iconic filming locations in history.

After moving to New York in 1999, Georgette Blau became fascinated with the idea of showing travelers filming locations to help bring their favorite stories and characters to life. On Location Tours was born. “It took me almost a year to launch it, and I had no business background at the time,” says Blau. 

20 years later, with 100,000 tourists and locals alike booking tours annually, On Location Tours is booming. With 10 different tours and additional offerings in Spanish, French, German, and Chinese, Blau is busy running multiple tours every day of the week. 

The idea behind On Location Tours is to show traveling cinephiles filming locations from their favorite T.V. shows and movies while also giving them an opportunity to be immersed in the famous restaurants, shops, and bars. Attendees of the Sex and the City Tour can sip on drinks, eat cupcakes and shop at retail establishments highlighted in the show; travelers on the Gossip Girls Site Tour can explore the sweet treasure trove of Dylan’s Candy Bar—a location where the socialite main characters shopped for presents.

Toms RestaurantThe key to her success is crafting an interactive, entertaining experience even for people who have never seen the T.V. shows or movies that are featured on the tour. “I assume that at least 20% of the people on a tour have never seen the show,” says Blau. “So we’re not going to Times Square. We’re going to interesting, off-the-beaten-path places that everyone will enjoy.” 

Actors as Tour Guides

Another method to ensure everyone has an amazing time? Blau only hires tour guides who are actors that have not just theater experience but also set experience, which helps connect what’s happening on the tour to the film locations. Tour guides often illuminate the ins and outs of how filming a movie or T.V. show works in New York City. When hiring tour guides, Blau seeks highly personable, knowledgeable performers who are quick to answer questions, take pictures and share their enthusiasm for film with tour participants.

Blau doesn’t really have trouble getting bookings. The popularity of tours in NYC and the caché of seeing famous locations (such as the apartment from Friends!) keeps tours full. She says 50% of bookings come from OTAs, and the other half are bookings from her website though direct marketing and surprisingly, paper brochures distributed in over 200 hotels around Manhattan. “Even though paper is on its way out, it does really well for us. It’s one of the few places where we have enough room to advertise. Our brochure unfolds into eight panels,” says Blau.

Tour GuideBut that doesn’t mean her business isn’t fraught with challenges … the biggest being keeping an eye out for up-and-coming T.V. show and movie locations in NYC that she can transform into new tours. Always offering new thematic tours—and new locations for popular movies—helps encourage repeat customers. Blau is consistently rerouting bus tours to showcase new locations. Even locals are excited about attending On Location’s Tours if they feature locations from a hot new show. 

Looking forward, Blau is most excited about a tour centered on The Marvelous Mrs. Maisel, a series about a 1950s stand-up comedian. The tour will be all about fun and 50s fashion. Like her Sex and the City tour, where superfans wear Bradshaw’s signature tutu-tank top-high heels combo, Blau hopes tour participants will dress up, too. Seeing her guests in costume, and getting excited about these locations, is just one indicator that proves she’s primed to run tours for the next 20 years.

Like this? register for our Newsletter to continue the conversation

Sign Up
Print Friendly, PDF & Email
Arival spotlight winners announcement.

Trending

Check Out Our New Report
X
Global Operator Landscape: The State of Experiences (3rd Ed.)
More than 7,000 operators worldwide contributed to this exclusive new research from Arival which reveals key insights into the tours, activities, and attractions industry in 2024 & beyond, covering trends in sales, tech, and market growth. Authors: Anne Failing and Douglas Quinby Edited by: Janelle Visser
WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

already a member?

Lost your password?

NEED TO REGISTER?

Become an Arival Insider
X
THE ARIVAL INSIDER PRO ACCESS MEMBERSHIP; YOU GET ALL THIS TO HELP YOU ADVANCE YOUR BUSINESS.

Included in Free Membership

Included in Arival Pro Membership

The Arival on-demand video library archive
Access to the entire library of over 150 video sessions and webinars

Arival.guides
Short, digestible research & trends reports delivering insights into our industry, such as The Tour Operator Outlook for 2021.

Arival.travel articles
Topical articles about marketing, tech, operator business and operator stories in all areas of tours, activities & attractions & experiences

Job board access
Find a job from our regular listings, post a resume to the talent network and learn strategies from the job resources articles

New webinars
Helpful, instructional sessions covering subjects such as Mastering Facebook Ads, Grow Your Business and How To Work With OTAs — topics to help advance your business.

Discounts on all Arival in-person events
20% Discount on all Arival in-person events (save up to $300)* based on business type

Arival ProShield – Insurance program
Access to tailored insurance solutions by Granite Insurance is available exclusively for Arival Insider Pro Access Members. Insider Pro Access Members also have access to a suite of resources from Granite Insurance including templates, forms and other informative documents.

Insiders Pro Access member exclusive webinars
Paid membership-only webinars to deepen your understanding of important industry topics.

Job postings & talent directory
Post jobs & connect with candidates most applicable to your business.

Private roundtables to connect, learn and engage
Small, focused and intimate discussions exclusive to Arival Insider Pro Access members.

Full access to Arival’s library of in-depth reports
Up to date, deep analysis of tourism topics ranging from Self-guided Tours to Sales & Distribution Trends and Outlooks, based on the data that defines the industry.

The latest on-demand videos
Over 350+ on-demand videos featuring hot topics in tours, activities & attractions

Insider discounts in digital marketing, tech, e-learning, and more
Save money on additional tools, services and learnings you need to run your business. Exclusive to paid members.

Membership Overview
X

Get on the List
Sign up to receive insights tailored for the in-destination industry as well as updates on Arival.
  *
 *
 *
 *
 
 
You can sign up to receive email updates from topics that may interest you.
*Required fields
Note: It is our responsibility to protect your privacy and we guarantee that your data will be completely confidential.
ARIVAL CODE OF CONDUCT​
CONFERENCES AND COMMUNITY SPACES​

At Arival, we believe travel can make the world a better place. Our mission is to establish and inspire a diverse community of individuals and companies in the In-destination Industry by providing opportunities to gain insight, share knowledge and build connections. To make it possible for true collaboration, creativity, innovation, and idea exchange to thrive, we are committed to facilitating a welcoming and respectful community for all. This Conference Code of Conduct shares our community expectations and applies to all attendees, employees, exhibitors, speakers, sponsors, volunteers, and other participants at Arival- produced and sponsored events. We empower all participants in our community to actively engage in creating a friendly, inclusive and safe environment for all.

Arival’s core values include the following, and create an expectation for conduct at our events and in online community spaces:

We demonstrate a deep respect for human beings inside and outside our company and for the communities in which they live.
We value integrity and strive to consistently interact with others in ways that are authentic, ethical, and fair.
We are dedicated to transparency, committing to clear, open and honest communication.
We actively pursue and advocate for inclusion, diversity and representation of varying cultural backgrounds, perspectives and ideas

Arival welcomes people from all cultural backgrounds, and does not discriminate on the basis of race, color, creed, gender (including pregnancy, perceived pregnancy, childbirth, breastfeeding, or related medical conditions), gender identity, religion (including religious dress and grooming), marital status, domestic partner status, genetic information, age, national origin or ancestry, military or veteran status, sexual orientation, physical or mental disability, or any other basis protected by federal, state, or local laws.

Accordingly, participants must refrain from displaying any demeaning, harassing, aggressive, or intimidating behavior or materials that would interfere with others’ experience and participation in our community.

If you witness or are subjected to inappropriate or disruptive behavior or have any other concerns, notify an Arival staff member as soon as possible.

Inappropriate or disruptive behavior will not be tolerated. Arival reserves the right to refuse entry to or remove any party from any event or community space at any time when participation or behavior create a disruption or hinder the event or enjoyment of the event by other participants. All determinations are at the sole discretion of Arival, and the decision of the Arival team will be final. Severe breaches of this Conference Code of Conduct may result in disqualification from participating in future events. Individuals expelled due to violating this Conference Code of Conduct will not be eligible for a refund or other consolation.

If you have questions regarding this Conference Code of Conduct or its implementation, please contact us at [email protected].

X