All Photos By Gail

For Derrick Cowit, owner of Uplyft, creating extraordinary moments for families and friends isn’t just a business model — it’s a legacy rooted in the heart of New York City. Long before he launched one of the city’s most premium tourism focused, experience-driven event brands, Derrick’s connection to NYC’s iconic attractions began as a child, woven into family traditions that shaped his passion for bringing people together.

Growing up with an uncle who owned a restaurant steps from Times Square, Derrick’s childhood backdrop was the electric glow of one of the most famous crossroads in the world. While many families watched the ball drop from their living rooms, Derrick and his cousins stood beneath it — year after year — ringing in the New Year like it was a private family ritual written into the city’s DNA.

Times Square was more than a tourist landmark; it was a holiday tradition just like holiday lights around your mailbox. The Thanksgiving Day Parade wasn’t just an annual spectacle on TV; it was one-of-a-kind electric feeling, shared with new friends of families that traveled far and wide to be there together. Broadway wasn’t some distant cultural experience; it was a privilege and a gift we would spend months looking forward to year after year.
These traditions embedded a deep appreciation in him for the power of place — the way iconic spaces can amplify emotion, create connection, and define memories that last a lifetime.

Today, through Uplyft, Derrick channels that exact magic. His mission is simple yet powerful: to bring families, friends, and communities together for meaningful experiences set against the world’s most recognizable backdrops. Whether it’s the energy of Times Square, the wonder of the Thanksgiving Day Parade, Christmas Tree in Rockefeller Center, or the timeless brilliance of Broadway, Derrick’s goal is to give others the same sense of awe and togetherness that shaped his own childhood.

But Uplyft isn’t stopping at the classics. Derrick and his team are continuously working on new events —   in New York and beyond — that expand on this recipe for connection. No matter the location, the formula stays the same: unforgettable experiences, abundance of food, great drinks, music, and even better people.

At its core, Uplyft is built on Derrick’s belief that the best memories in life come from shared moments that spark joy, deepen relationships, and remind us why we gather in the first place. As the company grows, one thing remains unchanged: the privilege of helping families create traditions of their own, right in the heart of the city that shaped his.