Times Square seeing projects come together ahead of ball drop

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Times Square Transformation Underway

As all eyes turn to Times Square for the iconic New Year’s Eve ball drop, a special shout-out goes to the Times Square Alliance, led by Tom Harris. Their efforts have led to the closure of a dozen illegal pot shops in the area and significant steps towards improving the tourist-heavy Bowtie district.

Here’s a look at some recent developments in the area:

1. One Times Square Revamp: The once-vacant ball-drop tower has been re-clad by owner Jamestown and transformed into a 21st-century visitor center for New York City. The new space includes a museum experience, technology-enabled brand activations, and a viewing deck.

The Times Square Alliance has taken steps to civilize the tourist-trampled Bowtie. Getty Images

While the “New Year’s Eve Ball Experiences” are set to begin this month, offering access to the 19th-floor observation level, the full interactive adventure through Times Square’s history won’t be available until 2026.

2. The Escape Game at Brill Building: Just a few blocks north, the Brill Building is now home to interactive-experience outfit The Escape Game. With a $5 million investment, the space features two separate attractions – Escape Game and Great Big Game Show, including six escape rooms and two studios for the game show.

Both immersive experiences have prominent sidewalk-level entrances, and participants can sign up for the competitions starting December 15.

Great Big Game Show advertisement in a Times Square storefront — The Escape Game spent $5 million to launch two separate attractions at the Brill Building.

3. Central Perk Cafe: Fans of the hit show “Friends” will soon have a new hangout spot at Central Perk, a themed coffee shop opening at 701 Seventh Ave. The location, initially rumored to be a pop-up, is now clarified as a temporary arrangement by Cushman & Wakefield’s Steven Soutendijk, who facilitated the deal for the tower’s asset and property managers.

The landlord retains the ability to reclaim the space once a long-term tenant is secured, indicating that Central Perk is not a permanent fixture. However, the hope is that the cafe’s success will attract more permanent retailers to the area.