New Year's at the Needle Returns: The West Coast Window to the World

Rhea-AI Summary

Alaska Airlines (NYSE: ALK) returns as presenting sponsor of New Year's at the Needle, a multi‑market New Year's Eve show broadcast to Seattle, Spokane, Portland and San Diego on Dec 31, 2025.

The 18‑minute program begins at 11:53 PM PT and features 500 drones at 11:53 PM PT, a drone countdown, and the largest structurally launched fireworks display in North America at midnight. Pre‑show 10‑minute light performances run at 10:00, 10:30, 11:00 and 11:30 PM PT. Broadcast starts 11:30 PM PT on KING 5/KONG, KGW 8, KREM 2 and CW 8.2, with streaming on KING5+, KGW+, KREM2+ and CBS8+.

Key Figures

Show duration 18 minutes Length of New Year’s at the Needle program

Drone count 500 drones Number of drones in the pre-fireworks show

Pre-show start offset 7 minutes Show begins seven minutes before midnight

Light show length 10 minutes Each light-only pre-show segment duration

Event times 10:00, 10:30, 11:00, 11:30 PM PT Schedule for 10-minute light-only pre-shows

Broadcast start 11:30 PM PT Live TV/streaming coverage start time

Destinations from Seattle Over 100 nonstop destinations Alaska’s nonstop network from Seattle

Show end time 12:09 AM Scheduled conclusion of New Year’s show

Market Reality Check

$52.55 Last Close

Volume Volume 3,245,410 is slightly below 20-day average of 3,618,919 (relative volume 0.9x). normal

Technical Shares at $49.54 are trading below the 200-day MA of $51.09 and about 36.55% under the 52-week high.

Peers on Argus

ALK is up 0.71% with modest volume, while key peers like AAL (+2.07%) and LUV (+1.46%) also show gains. However, no peers appear in the momentum scanner and sector_momentum is flagged false, indicating today’s move looks more stock-specific than a broad airline rotation.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 02	Operational performance	Positive	+0.3%	Strong Thanksgiving flight volumes and reliability metrics across networks.
Nov 24	Conference appearance	Positive	+2.5%	Goldman Sachs conference webcast and Europe/oneworld growth commentary.
Nov 18	Lounge expansion	Positive	-0.1%	Planned large San Diego lounge supporting expanded Alaska/Hawaiian service.
Nov 13	Route expansion	Positive	-2.5%	New Seattle–Rome 787 service launch and long-term Dreamliner deployment plans.
Nov 12	Leadership changes	Positive	+3.3%	Executive promotions and appointments across Alaska and Horizon operations.

Pattern Detected

Recent ALK news has produced modest single-day moves, with generally positive operational/strategic updates. Price reactions have been mixed, with a slight bias toward aligning positively with upbeat headlines but occasional negative divergences on growth announcements.

Recent Company History

Over the last month, ALK news has highlighted operational performance, strategic expansion, and leadership changes. On Nov 12, executive appointments drew a +3.28% reaction, while Rome 787 service and a major San Diego lounge announcement on Nov 13 and Nov 18 saw small negative moves. Strong Thanksgiving reliability metrics on Dec 2 coincided with a modest +0.33% gain. Today’s New Year’s sponsorship news fits into this broader branding and network-building narrative.

Market Pulse Summary

This announcement reinforces Alaska’s branding in Seattle by returning as presenting sponsor of an 18-minute New Year’s Eve drone, light, and fireworks show featuring 500 drones and broadcasts across multiple West Coast markets. It complements recent updates on network growth and performance, highlighting Seattle as a key hub with over 100 nonstop destinations. Investors may watch how such visibility campaigns support customer engagement alongside the financial trends disclosed in recent filings.

Key Terms

pyrotechnic technical

"Seattle's iconic pyrotechnic and light spectacular to welcome 2026."

Pyrotechnic describes materials, devices and activities that produce controlled combustion, sparks, flames or explosions—commonly used in fireworks, flares, military charges and industrial igniters. For investors, pyrotechnic products matter because they require specialized manufacturing, strict safety rules and high insurance and compliance costs; like a fireworks display needing precise choreography, firms in this area face regulatory, supply‑chain and liability risks that can significantly affect profitability and stock value.

simulcast technical

"tune in to a live simulcast of the soundtrack on HITS 106.1"

A simulcast is a live event or announcement transmitted at the same time across multiple channels—such as webcast, radio, TV, or social platforms—so all viewers hear the same information simultaneously. For investors it matters because simultaneous distribution reduces the chance that some people get material news earlier than others, improving fairness and allowing everyone to react based on the same real-time information, much like multiple rooms watching the same live feed.

AI-generated analysis. Not financial advice.

Alaska Airlines returns as sponsor of the New Year's Eve tradition, drone show, fireworks and lights delighting viewers across the globe

SEATTLE, Dec. 10, 2025 /PRNewswire/ -- The Space Needle is proud to announce the return of New Year's at the Needle; the premier New Year's Eve show broadcast across four markets down the coast to viewers in Seattle, Spokane, Portland and San Diego. Alaska Airlines will return as the presenting sponsor of Seattle's iconic pyrotechnic and light spectacular to welcome 2026. Viewers along the coast will tune in to watch hundreds of drones take to the sky, leading up to the largest structurally launched firework show in North America, broadcasting on KING 5 Seattle. 

"We're honored that New Year's at the Needle has become a beloved tradition for viewers to celebrate together," said Ron Sevart, Space Needle President & CEO. "Our continued partnership with Alaska Airlines supports this spectacular, one-of-a-kind show, inviting the world to get a glimpse of West Coast excellence as we ring in 2026." 

The 18-minute show will begin seven minutes before midnight, when 500 drones take to the sky next to the Space Needle. The formations will take viewers around the world, before landing back in the Pacific Northwest. A drone countdown leads into a thrilling pyrotechnic display as fireworks launch from the Space Needle at midnight. Partygoers at Seattle Center will watch the Space Needle come to life with impressive 10-minute light shows happening at 10:00 PM PT, 10:30 PM PT, 11:00 PM PT, and 11:30 PM PT.

"2025 has been a transformational year for Alaska, with Seattle as our global gateway and new connections from the West Coast to the world," said Alaska Airlines CEO Ben Minicucci. "As Seattle's hometown airline, we're thrilled to return for New Year's at the Needle, celebrating the new year with our loyal guests up and down the West Coast." As the number one airline in Seattle with the most daily flights, Alaska offers over 100 nonstop destinations from Seattle, including flights to Tokyo and Seoul, with upcoming service to London, Reykjavik and Rome.

Seattle residents and visitors are encouraged to join us at Seattle Center for the best view of the show. Enjoy an impressive lineup of pre-show activities including live music from Blue Wave Band, a DJ and light show near the fountain and giveaways at Alaska Airlines' pop-up booths at the Armory; there will also be a special treat for Atmos Rewards members and employees of Alaska Air Group. Then, watch the skies light up with a brilliant display of color with a front row seat at the International Fountain Lawn or the Fisher Pavilion rooftop. New Year's Eve at the Center will keep energy high leading up to fireworks! 

Join us from home or the party by tuning in to the live broadcast starting at 11:30 PM PT on KING 5 and KONG in Seattle, KGW 8 in Portland, KREM 2 in Spokane, and CW 8.2 in San Diego. Coverage will also stream on KING5+, KGW+, KREM2+, and CBS8+. Those watching the show in the surrounding area can tune in to a live simulcast of the soundtrack on HITS 106.1 in Seattle.

The Space Needle will offer extended hours December 31, 9:00 AM through 8:00 PM.

For event updates, visit spaceneedle.com/newyears.

Schedule of Events (all Pacific Time):

• 8:00 PM – Blue Wave Band performance begins
• 9:00 PM – Fountain of Light DJ & Light Show (International Fountain)
• 10:00 PM – Light-only pre-show (10-minute performance)
• 10:30 PM – Light-only pre-show (10-minute performance)
• 11:00 PM – Light-only pre-show (10-minute performance)
• 11:30 PM – Light-only pre-show (10-minute performance)
• 11:53 PM – Show begins
• 12:00 AM – Happy New Year!
• 12:09 AM – Show ends

About Space Needle  
Built as the centerpiece and inspiration for the 1962 Seattle World's Fair, the Space Needle has since become a part of the Seattle experience and the globally-recognized icon for the city. The Space Needle's recent $100 million renovation added more than 176 tons of glass to the structure offering unparalleled views of Seattle and featuring The Loupe—the world's first revolving glass floor. Open year round, the Space Needle hosts more than a million visitors per year. For more information visit: spaceneedle.com/press

About Alaska Air Group
Alaska Airlines, Hawaiian Airlines and Horizon Air are subsidiaries of Alaska Air Group, and McGee Air Services is a subsidiary of Alaska Airlines. We are a global airline with hubs in Seattle, Honolulu, Portland, Anchorage, Los Angeles, San Diego and San Francisco. We deliver remarkable care as we fly our guests to more than 140 destinations throughout North America, Latin America, Asia and the Pacific. We'll serve Europe beginning in spring 2026. Guests can book travel at alaskaair.com and hawaiianairlines.com. Alaska is a member of the oneworld alliance, with Hawaiian scheduled to join oneworld in spring 2026. With oneworld and our additional global partners, guests can earn and redeem points for travel to over 1,000 worldwide destinations with Atmos Rewards. Learn more about what's happening at Alaska and Hawaiian at news.alaskaair.com. Alaska Air Group is traded on the New York Stock Exchange (NYSE) as "ALK."

About KING 5
KING 5 Media Group is a multi-platform media company based in Seattle, WA. It includes NBC affiliate KING 5, independent station KONG-TV and numerous digital platforms, including king5.com and KING 5+, a 24/7 streaming platform. KING 5 was the first television station in the Pacific Northwest, founded in 1948 by Dorothy Bullitt, now owned by TEGNA Inc. (NYSE: TGNA), an innovative media company that serves the greater good of its communities. Today KING 5 is the dominant media company in the region, delivering the largest local news audience and the most local programming across all screens. For more information, go to www.king5.com.

About Pyro Spectaculars
Pyro Spectaculars is a premier full-service pyrotechnic and drone company- the undisputed global standard in pyrotechnic entertainment.  As a five-generation, family-owned and operated business, Pyro Spectaculars defines the industry standard, pioneering technologies like the SkyConcert™ and elevating pyrotechnics to an art form.  Notably, Pyro Spectaculars helped initiate the tradition of New Year's Eve fireworks on the Seattle Space Needle in the mid-1990s and has remained the Space Needle's dedicated partner for "New Year's at the Needle" ever since.  For more information, visit: pyrospec.com.

About Illuminate Production Services Inc.
Headquartered in Northern California with warehouses in California and Florida, Illuminate is a nationwide full-service live event production company and dealer of professional production equipment. As a familyowned business, Illuminate builds team partnerships with clients. As a nationwide supplier of pro audio, video, lighting, staging, and creative content services, Illuminate is ready to serve… any project, any size, any location.  For more information visit: IlluminateProduction.co

About Seattle Center
Seattle Center is the 74-acre cultural heart of the Pacific Northwest, home to 30+ arts, civic, and entertainment organizations—including Climate Pledge Arena, KEXP, MOPOP, Pacific Northwest Ballet, Seattle Opera, Pacific Science Center, and SIFF—alongside iconic attractions and year-round free and affordable events. A department of the City of Seattle and anchor of the Uptown Arts & Cultural District, Seattle Center also manages the City's new Waterfront Park in partnership with Friends of Waterfront Seattle. In 2025, Seattle Center is projected to generate over $900M in visitor spending and more than $2B in regional economic impact, supported by its Official Partners: Alaska Airlines, The Climate Pledge, Coors Light, Pepsi, Symetra, T-Mobile, and WaFd Bank.

For more information, contact:  

Amy Cunningham, Space Needle Public Relations Director media@spaceneedle.com
Cameron Greenberg, Alaska Air Group Communications Specialist newsroom@alaskaair.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/new-years-at-the-needle-returns-the-west-coast-window-to-the-world-302637483.html

SOURCE Space Needle

FAQ

When and where will New Year's at the Needle for 2026 air and which stations will broadcast it?

The show airs Dec 31, 2025 starting at 11:30 PM PT (broadcast) with the program from 11:53 PM PT; stations: KING 5/KONG (Seattle), KGW 8 (Portland), KREM 2 (Spokane) and CW 8.2 (San Diego).

What time does the Space Needle fireworks and drone show start on Dec 31, 2025 for ALK-sponsored event?

The 18‑minute show begins at 11:53 PM PT with 500 drones leading into the midnight fireworks; the full program ends at 12:09 AM PT on Jan 1, 2026.

How can viewers stream New Year's at the Needle and is there a radio simulcast in Seattle?

Streaming is available on KING5+, KGW+, KREM2+ and CBS8+; Seattle listeners can hear the soundtrack on HITS 106.1.

What on‑site activities and light shows will be at Seattle Center before the ALK-sponsored New Year's event?

Pre‑show activities include Blue Wave Band at 8:00 PM, a Fountain of Light DJ & light show at 9:00 PM, and four 10‑minute light‑only performances at 10:00, 10:30, 11:00 and 11:30 PM PT.

Will the Space Needle observation deck have special hours for New Year's Eve 2025 and when?

Yes; the Space Needle will offer extended hours on Dec 31, 2025 from 9:00 AM through 8:00 PM PT.

How many drones will be used in the 2026 New Year's at the Needle show and what do they depict?

The show uses 500 drones that form global‑themed formations before returning to Pacific Northwest imagery, followed by a drone countdown into fireworks.