Press Release

New York Explorer Pass Expands its Roster of Top Attractions

July 17, 2007 (New York, NY)

With the addition of a popular new attraction and exclusive savings offers, the New York City Explorer Pass is now an even smarter option for those visiting the Big Apple. The smartcard attraction pass, which Smart Destinations launched in April 2007, recently added Ripley's Believe it or Not! in Times Square to its roster of top New York City attraction partners. Current attraction partners include Top of the Rock™ Observation Deck (which now includes a VIP entrance for Explorer Pass users), the Statue of Liberty and Ellis Island Immigration Museum, the Metropolitan Museum of Art, skyline cruises, bus and studio tours, and many other exciting attractions. Other recent additions include discounts for Explorer Pass holders at Macy's Herald Square, Heartland Brewery (Empire State Location), NBC Experience Store, and The Metropolitan Museum of Art Store.

Ripley's newest location, in the heart of Times Square, offers visitors the ultimate insight into the world of the odd and bizarre as well as a glimpse into New York's past. On view are items ranging from 24 shrunken heads to a section of the Berlin Wall, from a 3,197 lb. meteorite to Babe Ruth's official team uniform from the New York Believe It or Nots. Ripley's is now an attraction choice for Explorer Pass customers. Explorer Pass customers may also take advantage of newly added special savings on shopping and dining. Macy's Herald Square, an American icon in fashion, is offering an 11% savings pass valid on almost anything in the store to all Explorer Pass cardholders, while Heartland Brewery's 50th Street location is offering a 20% savings on lunch or dinner. Explorer Pass discounts are also featured at the NBC Experience Store in Rockefeller Center and The Metropolitan Museum of Art Store, which both offer a 10% savings on purchases.

"We are thrilled by the rapid success of New York City Explorer Pass," said Smart Destinations president Cecilia Dahl. "The Pass is good for thirty days, so visitors and locals have plenty of time to enjoy the attractions and take advantage of special savings. With the addition of Ripley's Believe it or Not! Times Square as an attraction option and Top of the Rock™ Observation Deck allowing VIP entry to our customers the New York City Explorer Pass offers even more choice and flexibility."

Dahl points out that the variety of New York attractions available with the Explorer Passes gives it broad appeal. "From the NBC Tour and Sex and the City Hotspots Tour to the City Lights Evening Cruise and the Gateway to America Tour, the New York City Explorer Pass offers something for everyone. With over 15 fun attractions to choose from, there are hundreds of attraction combinations that will save the customers money over buying tickets at the ticket gate."

Visitors can purchase the New York City Explorer Pass online at www.ExplorerPass.com/newyorkcity or through any of Smart Destinations global distribution partners. Smart Destinations is also marketing the New York product internationally, with a full-time sales office in London and representatives selling the product in Australia, Ireland, France, Germany, the Benelux countries, Japan, Korea, and other countries across the globe. Attraction partners appreciate the pass's customer tracking record, the ease in Smart Destinations' advanced paperless technology, with ongoing, detailed reports about usage and automatic, on-time payment, and its global distribution networks in more than 25 countries.

Smart Destinations At A Glance:

• Launched Go Boston™ Card in 2003, Go San Francisco™ Card in 2004, followed by 10 additional cities in 2005, 2006 and most recently New York City, Blue Ridge, and Maui in 2007.
• More than 1,000 distribution partners and affiliates in over 25 countries, including Virgin Holidays, American Airlines Vacations, Southwest Vacations, The Mark Travel Corporation, National Leisure Group, and major online tour operators such as Expedia, Travelocity, Viator, Orbitz and more.
• Recipient of more than $7.5 M investment from North Hill Ventures, the venture investment arm of Capital One and Zon Capital Partners, a private venture capital firm.
• Cecilia Dahl, President and founder, is an industry veteran of the wholesale travel business, formerly with Collette Vacations. Kevin McLaughlin, CEO and founder, is a veteran entrepreneur with experience in marketing and product management for high tech products.

New York City Explorer Pass At A Glance:

• The product is a single, easy-to-carry smart card used as a ticket for the customer’s choice of admission to 3, 5, or 7 attractions. The pass eliminates the need for paperwork and coupons.
• Adult Explorer Passes start at $69.99 and child Explorer Passes at $42.99 (pricing effective April 1).
• Pass is valid for 30 days, so customers have plenty of time to savor their time in New York City without rushing.

About Smart Destinations

Headquartered in Boston, MA with locations throughout North America, Smart Destinations is the premier provider of unlimited admission attraction passes in 15 major North American travel destinations from Oahu to New York City. Smart Destinations' Go Cards and Explorer Passes offer pre-paid access to over 425 museums, attractions, and tours for one fixed price. The combination of savings and convenience has resulted in 94% customer satisfaction as measured by 3rd party research and helped the company rank 78 on the Inc 500 list of fastest growing companies. Distributed through major travel services in 25 countries, corporate HR departments and their vendors, as well as on the Web, Smart Destinations' products are a "trusted companion" for the best a destination has to offer at an unbeatable price point.

Media Contact

Rob Schmults
Smart Destinations
617-830-2495
rschmults@smartdestinations.com

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