The Iconic Cast-Iron Tourist Binoculars Are Fighting to Survive a Cashless World

Tower Optical makes one of America’s most recognizable tourist attractions—and one of its most outdated.

Now a team of tech-industry investors who acquired the company are betting they can revive the business by preserving everything people love about the experience by replacing the coin slot with tap-to-pay technology.

“The demand never disappeared,” says co-owner Adam Rice. “People just stopped carrying quarters.”

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