Mr. Farrell is part of the entrepreneurial team working on the 2022 opening of the Holographic Music Experience with one of the major music groups. The indoor attraction recreates six-night clubs from New York City’s past, and guests walk through experiencing what appear to be live performances by music stars from New York City. The performers are holograms that are indistinguishable from the actual person. Mr. Farrell is part of the founding team creating business plans, selection of the facility, negotiation of real estate leases, prospectus development, people flow, marketing, industry relations, staffing, and operations. He previously managed daytime and overnight observatory operations at Top of the Rock at Rockefeller Center, a New York tourist attraction seeing three million paying visitors annually. He oversaw 200 staff and contractors across three departments, with responsibility including scheduling, guest and partner relationships, retail, cleaning, technicians, and security. He increased revenue through work with reservations, optimizing vertical transportation during peak visitor periods (critical in a high-rise attraction), host and concierges, and guest satisfaction.