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Times Square moves like a never-ending pulse. It is fast, loud, and always shifting. There’s a constant hum of footsteps, car horns, and conversations in a dozen different languages like a blending of a symphony. Bright billboards flicker and flash, setting their own visual rhythm against the chaos of the streets. The mornings are packed with commuters, afternoons with tourists, and nights with a neon glow that makes everything feel alive. The energy is always shifting! Even in the middle of the night, the place never really sleeps. It’s like the city itself is always moving, always awake. Hence, "The City That Never Sleeps!"

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Located in the heart of New York City, Times Square has a long history going back to the early twentieth century. It was first called Longacre Square until 1904, when The New York Times headquarters moved in and was renamed Times Square. It was a center for theaters, advertising, and entertainment, gaining its reputation for its bright neon lights and its huge billboards. It is a family-oriented tourist destination. Each year, millions of visitors come every year, most particularly for its annual New Year's Eve ball drop.

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History of Times Square | Times Square NYC

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Explore the fascinating history of Times Square, from its dazzling beginnings to its gritty past and vibrant revival. Discover how this iconic NYC destination evolved into a cultural landmark at the heart of the city.

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Times Square was not always the crowded and illuminated tourist attraction that it is now. At the beginning of the 20th century, it was not as famous for theaters and entertainment as it was in the 1970s. It was known in the 1980s for being a shady place with a high level of crime and adult entertainment. It was not until the 1990s that the cleanup process was started. Today, it’s all about the large digital billboards, chain restaurants, and Broadway plays. Not all of the original theater tradition is gone, but the present Times Square is dedicated to advertising and tourism.

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By Carmen Nigro, Milstein Division of United States History, Local History and Genealogy, Stephen A. Schwarzman Building

Before there was a Times Square, the uptown intersection of Broadway and Seventh Avenue was known as Longacre Square, named after London's carriage district. Long Acre in London was known for its horse-coach industry, a business that was shared in Manhattan's Longacre Square until nightlife and theaters pushed out the more rustic trade. The city's density and development worked its way uptown, pushing the theater district into this region in the 1880s and '90s. The Gay '90s saw it flourish, and the hourglass shaped district between 42nd and and 47th Streets would become the crux of Broadway - the industry, not just the street name - also called the Great White Way.

Many businesses bet that New York's first subway would bring commercial success and looked to move their businesses close to it. The New York Times was one of those businesses, building what was at the time, the city's second tallest skyscraper, in 1904 on the site of the Pabst Hotel, pictured above. The Times Corporation, together with the Interborough Rapid Transit Company also petitioned the city to rename Longacre Square to Times Square, which was granted that same year. [Incidentally, Herald Square is also named after a newspaper, one of the Times' competitors, the New York Herald.] The Times Square station immediately became the subway system's most important hub(1) , and remains the city's most used transit station. Although boastful, the Times was prescient with its headline " Times Square is the Name of City's New Center." The New York Times launched the first New Year's Eve Celebration in Times Square that year, to fête the opening of the brand-new Times Building.

Though Longacre Square was the official term prior to the Times Square name change, this area was at the northern end of what police of the time called The Tenderloin. Theaters abounded, as did brothels, and police of the time were known to profit from vice by collecting graft( 2). The nickname "Tenderloin" did not stick as it did in San Francisco, where there is still an area with that name, but the reputation for prostitution, brothels, saloons, and nightclubs would linger.

Times Square only took a few years to transition from quaint to commercial. The 1909 view above shows a modest sign shop and toggery, but it also shows the Gaiety Theater and Churchill's restaurant. Churchill's was one of the area's lobster palaces, described as the city's first nightclubs: expensive, elegantly decorated, with orchestras, dancing and floor shows(3). Lobster palaces did serve lobster, but they also served up quite the party atmosphere. They thrived until Prohibition and were a defining characteristic of early Times Square(4). One guidebook of that era even calls out restaurants with cabaret and dancing with a star, Churchill's among them.

The above image from 1912 shows something for which Times Square is well known: sensational and impactful advertising. The advent of neon signage would particularly alter the look of Times Square as advertisers would compete against each other for the most eye-catching display. In Times Square Spectacular, author Darcy Tell wrote, "the most popular attractions in the district were free: enormous electric advertising signs that sprouted on roofs all over Times Square. Even on Sunday evenings, when the theaters were closed, crowds came to stroll up and down Broadway at the latest dazzling spectaculars."

Revues, such as Ziegfield Follies, were popular in the early days of Times Square. The influx of caberet changed the ambience of the lobster palaces to what many considered less "high class." There was also an influx movie theaters influx after 1914. The Strand theater opened in April, 1914 - a huge movie palace which sat almost 3,500. Movie palace shows dominate the scene for the next few years and they adopted the elaborate lit ad styles to draw in movie-goers.

The Wrigley's sign seen above was in place from 1917-1924 and was a full block long. Crowds would come just to stare at this sign, and during World War I, it helped to promote war bond sales. When installed, it was the Gude Company's largest sign ever. Advertising, movies, and tourism would dominate Times Square during the 1920s, when Prohibition's policies and the subsequent economic depression would cause other types of Times Square businesses to fail, such as cabarets and theaters( 5).

Many live performance theaters converted to movie theaters during the Great Depression. Vaudeville was especially hard hit by the advent of sound film. The Depression saw a rise to more bawdy entertainment and several burlesque shows, theaters that catered to 'murder, mayhem, and adventure," and post-Prohibition, the opening of several small bars( 6). The Encyclopedia of New York City states "the neighborhood changed dramatically after the stock market crash of 1929. Few new theaters were built, and during the Depression many existing ones were converted into cheap 'grinder' houses that offered continuous showings of sexually explicit films." This era also brought burlesque shows, peep shows, penny arcades, and dime museums to the neighborhood.

Service on the IRT Flushing Line ( 7 Train) subway line under 42nd Street was increased when the line expanded from Grand Central to Times Square in the 1920s. In addition, this train was part of the city's efforts to get people to the 1939 World's Fair ( records at NYPL) location in Queens. WPA employees removed several of the existing surface streetcars tracks as subway service increased.

The glamorous reputation of Times Square remained largely intact during the Great Depression, despite the influx of more 'bawdy' businesses, and World War II brought renewed prosperity as well as many who catered to the entertainment of military personnel on their way overseas. Pop culture such as the Broadway play and Hollywood film demonstrate this, but the area soon became a haven for prostitution and hustlers. Attempts to thwart to growth of sex-related businesses in the 1950s mostly missed the mark. Watch footage of Times Square in the 1950s via YouTube.

By 1960, the New York Times ran an article titled "Life on W. 42nd St. A Study in Decay" in which the area is called "the 'worst' in town." In this article, the reporter dwells on the elements that gave Times Square its reputation: vandalism, prostitution (hetero- and homosexual), loitering (especially in the subway arcades), shops selling knives or sexually explicit materials, grindhouse theaters, and believe it or not, loneliness and rock 'n' roll. In the book The Devil's Playground, author James Traub analyzes the article, which ran front page in the Times, saying that things had not suddenly become more deviant in Times Square, just more visible.

Additional visibility of the area came from the Oscar-winning film Midnight Cowboy. This article by the Bowery Boys gives a comprehensive summary of the film and its relation to locations in New York, mostly along Times Square.

The 1976 film Taxi Driver " begins with a blurry surreal trip through Times Square and the surrounding blocks " [via Scouting NY], so Times Square as a setting in this era essentially tells viewers a lot about what they need to know about Robert De Niro's lead character Travis Bickle, who works the night shift driving cabs in the epitome of 1970s seediness. The Scouting NY 'before and after' images really present the remarkable changes that Times Square has seen since revitalization efforts gained momentum in the 1980s and '90s.

Mayors Ed Koch and David Dinkins all had a hand in development plans for Times Square, but Mayor Rudy Giuliani is most often associated with the movement that brought big businesses, such as large-scale theaters, retail shops, restaurants, and hotels back into Times Square. Mayor Michael Bloomberg's administration brought in pedestrian plazas which allowed more free movement in the area. Sometimes referred to as " Disneyfication," redevelopment in Times Square has been intense in the last 30 years. This interactive feature of the New York Times shows the changes. Over time, Times Square has offered both the high life and the underbelly of New York, and it seems that New Yorkers demand both aspects of their city.

Current Google Street View shows a different Times Square, the product of two dozen years of revitalization efforts. One Times Square is obscured by the electronic billboards that bring in more revenue than leasing the building to tenants would. It's still a place of theater culture, of massive hotels, of busy subways (the busiest!), and shopping.

More images of Times Square are available in NYPL Digital Collections, the collections portal of the Museum of the City of New York, and via the Municipal Archives.

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By Carmen Nigro, Milstein Division of United States History, Local History and Genealogy, Stephen A. Schwarzman Building Before there was a Times Square, the uptown intersection of Broadway and Seventh Avenue was known as Longacre Square, named after London's carriage district.

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GALLERY of my trip to Times Square- 3/8/2025

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GALLERY of my trip to Times Square- 3/8/2025

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Reflection on "Walking Research" with Insights from Springgay & Truman and WalkingLab Podcast

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Reflection on "Walking Research" with Insights from Springgay & Truman and WalkingLab Podcast

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In their introduction, Springgay and Truman explain that walking research enables us to explore spaces physically and emotionally so that certain aspects of identity, power, and presence can be revealed. Walking becomes a way of investigating how our bodies function in space. As I walked through Times Square, I tried to tune into what I saw, heard, and could touch to become more aware of my reaction to this walk. This type of walk is not just a physical movement but an experience that makes one sensitive to the rhythms and flows of space. Also this walking research involves the head, the body, and the mind and putting oneself in the moment and becoming aware of the fine-grained details of the space you’re in.

In the Walking Lab Podcast (Episode 1), one key theme is the idea of sensory inquiry that is closely connected with Springgay and Truman’s work. Sensory inquiry is a concept that refers to the process of sensing or discovering as you walk, e.g., how the noise of Times Square feels,  how lights affect your vision, or how the flow of the crowd defines the way you navigate the space.  In the podcast, the hosts discuss how walking provides a holistic understanding of place because it involves sound,  touch, and sight, which create a single sensory snapshot of the space. For instance, the blaring of car horns, advertisements, and street performers in Times Square produce a sensory overload that can be overwhelming; however, it also defines how one relates to the space.

One of the most significant insights from both Springgay and Truman and the WalkingLab podcast is the concept of embodiment in walking research. When we walk, our bodies become part of it.  This is particularly apparent in areas such as Times Square, where various bodies such as tourists, street performers, and business people move through the space in a way that is consistent with their relationship to it. Walking is not merely a physical movement; it is the process through which our bodies are inscribed by the space and, in turn, inscribe it. For instance, as a tourist in Times Square, you may feel excited or overwhelmed, your body reflecting the stimuli in the environment, whereas locals will walk with intent and without making eye contact, walking at a different tempo.

The concept of rhythm is also crucial in defining the pace of Times Square. The WalkingLab podcast explains how beating, whether it is the rhythm of walking or the rhythm of the space itself, affects our experience of the place. During the day, the flow of people in Times Square is always different and depends on the time of the day. In the morning, it is still fast because of people going to work; in the evening, it is slower, but tourists line the streets. These rhythms are not only about time but also a representation of a wider cultural and social organization of the space. For example, the pace of locals is different from that of tourists. The different rhythms of different groups are what makes this space so unique and energized.

Walking research made me pay attention not only to the space itself but to the social interactions around Times Square. The interactions such as a street vendor negotiating with a tourist or a street performer hustling to make some money, shape the rhythms and flow of the space. There are also power dynamics at play. For instance, while tourists are welcomed in this space, marginalized groups, such as the homeless or protesters who voice their stance, may not always be welcomed in this space, which reflects social inequalities. But it also made me realize how the rhythm and the vitality of this space made me feel energized and revived. I am the city and the city became me.

In conclusion, walking research significantly enhanced my understanding of places like Times Square by engaging the senses, body, and awareness of rhythm of the people in the space. Springgay and Truman’s concept of sensory inquiry and embodiment, paired with insights from the WalkingLab podcast, helped me realize that walking is more than just movement—it’s an active form of research. It allowed me to experience how the space influences our bodies, how our bodies shape the space, and how our identities and histories are embedded into the area. By adopting walking research, we can better understand how spaces function not just physically but emotionally, socially, and culturally.

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Implicit Rules/Norms of Times Square & How People Navigate Them

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Implicit Rules/Norms of Times Square & How People Navigate Them

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Times Square has a system of norms that are implicit and derived from the fast-paced and chaotic environment of the place. Pedestrians do not normally pause when walking, following the forceful flow of the moving crowd. The street performers and the costumed characters are friendly to the tourists but they do not have any problem with collecting tips for the photos. It is a norm that is quite normal and can visitors are aware of the fees. Aggressive advertising is everywhere such as banners and posters as well as people walking around and offering leaflets, but locals like myself will not even turn around to look at it, while tourists are more likely to respond. Although it is quite frequent to see people gathering or protesting in public, it is usually orderly, and in case it becomes chaotic it is controlled with the help of the police.

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How Times Square Encourages or Discourages Social Interactions

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How Times Square Encourages or Discourages Social Interactions

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Times Square encourages social interactions like public interaction (as there are tons of activities to engage in), entertainment, and interaction related to tourism. Some people perform on the streets, advertisers and businesses that are keen on having people participate in one way or the other, through the purchase of a product, a tip or engaging in some sort of promotional activity. But there isn't much space for personal interactions because the place is overcrowded and too noisy to slow down and get personal. People don't want to spend more time than needed since it is so congested with people. Protest and public expression are frequent, but large gatherings are easily controlled through surveillance and police activity, which prevents spontaneous disruption.

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Hundreds Protest in NYC Times Square To Mark the Third Anniversary of Russia's Invasion of Ukraine

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Hundreds Protest in NYC Times Square To Mark the Third Anniversary of Russia's Invasion of Ukraine

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The video showcases a significant protest in New York City's Times Square, where hundreds of pro-Palestinian demonstrators gathered following a recent problem in the Gaza strip. Participants waved Palestinian flags and chanted slogans such as "Resistance is Justified" and "From the river to the sea, Palestine will be free." A smaller group of pro-Israeli counter-protesters also assembled. Tensions were visible between the two groups and there were visible and aggressive exchanges of slogans and accusations. The protest remained largely peaceful with a visible police presence making sure that both sides were kept apart to prevent physical harm.

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protests in Times square nyc - Google Search

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PROTESTERS MARCH THROUGH TIMES SQUARE BOSS Judaism Condemns ... In NYC, we will join hands with workers around the world as we stand…

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How History Shapes the Current Atmosphere & Purpose

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How History Shapes the Current Atmosphere & Purpose

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Times Square transformed from a theater district in the early 20th century to a hub of crime and adult entertainment in the 1970s. It was revitalized in the 1990s to its current state as a commercial and tourist hub known around the world. The theaters of Broadway are world famous, while its history of neon advertising has evolved into massive digital billboards that glow night and day advertising everything from underwear to movies. Times Square's reputation as a space for grand events such as the New Year's Eve celebrations, political protests, and cultural events showcases major cultural and commercial moments.

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Unspoken Rules & How People Navigate Them

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Unspoken Rules & How People Navigate Them

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Times Square has a certain rhythm, the rhythm of NYC which is fast paced and full of energy. There’s an unspoken rule that you don’t stop in the middle of the sidewalk unless you want to get bumped into. Tourists might pause to take pictures or look up at the lights, but New Yorkers weave through the crowds, barely acknowledging what’s around them. Street performers and costumed characters are everywhere, but what some visitors don’t realize is that if you take a picture with them, they expect a tip. The mix of people and constant movement make it a place where you have to figure things out very quickly.

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Times Square wasn’t always the tourist-packed, brightly lit place it is now. In the early 1900s, it was mainly known for theaters and entertainment, but by the 1970s and ‘80s, it became a sketchy area full of crime and adult businesses. It wasn’t until the 1990s that major clean-up efforts turned it into the family-friendly, commercialized place it is today. Now, Times Square is more about advertising and tourism than anything else. Its history as a place for entertainment and spectacle never really went away, but it has been reshaped into something bigger, louder, and more commercial than ever before.

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Why is Times Square distinct from other places?

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Why is Times Square distinct from other places?

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Bright Lights and Billboards: Known for its massive, colorful billboards, Times Square's displays generate over $20 million in advertising revenue each year.

Not Actually a Square: Despite its name, Times Square is shaped more like a bowtie, formed by two triangles created by the intersection of Broadway and Seventh Avenue.

Original Name: Before 1904, the area was called Longacre Square. It was renamed Times Square after The New York Times moved its headquarters there.

New Year's Eve Ball Drop: Since 1907, a giant ball has been lowered annually to mark the start of the New Year. The current ball is 12 feet in diameter, weighs nearly 12,000 pounds, and is covered with 2,688 crystal triangles.

Pedestrian Hotspot: Approximately 330,000 people pass through Times Square daily, making it one of the world's busiest pedestrian areas.

Theater District Hub: Times Square is at the heart of Broadway, hosting numerous theaters and making it a major center of the world's entertainment industry.

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15 Electrifying Times Square Facts! | Beano.com

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We’re headed to New York for these larger-than-life facts about one of the busiest places in the world!

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How Times Square Encourages or Discourages Social Interactions

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How Times Square Encourages or Discourages Social Interactions

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Times Square is built for certain types of social interactions, but not all of them. It’s a place where businesses, performers, and advertisers want people to engage—whether it’s buying tickets, tipping a street performer, or checking out a new store. The huge crowds also make it a good spot for protests and public events because anything that happens there is sure to get attention. But even though it’s always full of people, it’s not really a place for deep conversations or personal connections. It’s loud, chaotic, and constantly moving, which makes it hard to have any kind of meaningful interaction. While it’s open to protests, the heavy police presence means they don’t usually last long without being controlled. In the end, Times Square is all about big, flashy moments, not small, personal ones.

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Even though Times Square is a public space, not everyone feels like they belong there. Tourists and people looking for entertainment usually feel comfortable because everything is designed to grab their attention and make them spend money. Performers and advertisers also benefit from the high foot traffic, since there are always people to interact with.

On the other hand, locals often avoid Times Square because it feels overcrowded and too focused on tourism. People who can’t afford to shop or eat at expensive restaurants might want to avoid the area. There’s a strong police presence that discourages homeless people from staying in the area. For those who are sensitive to noise, flashing lights, and big crowds, the space can be overwhelming and stressful. Times Square is meant to be a fun, exciting place, but it mainly caters to visitors and businesses rather than people looking for a quiet or personal experience.

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How Personal Experience, Identity, and Background Influence Access & Interpretation

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How Personal Experience, Identity, and Background Influence Access & Interpretation

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Everyone experiences Times Square differently depending on their background. A tourist seeing it for the first time might find it exciting and magical, while a local New Yorker might see it as an overcrowded, overpriced place. Someone who enjoys big crowds and bright lights like myself might feel energized there, but for others, it can be overwhelming or stressful. Socioeconomic background also plays a role—people with money might see it as a place to shop, go to Broadway shows, or dine in famous restaurants. But someone with less money may feel like Times Square is more about advertising than real experiences. Cultural background matters too; since it’s such a diverse space, different people may interpret the billboards, street performances, or even the protests in their own ways.

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Biases About Times Square & The People Who Are Seen or Not Seen

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Biases About Times Square & The People Who Are Seen or Not Seen

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It’s easy to assume Times Square is just for tourists, but that’s not entirely true. While it’s mostly filled with visitors, workers, street vendors, and performers rely on the space for their livelihood. There’s also a bias that people who hang out in Times Square are either rich tourists spending money or costumed street performers looking for tips, but that ignores the many service workers, delivery drivers, and homeless individuals who pass through daily. Another common bias is that Times Square is fun and exciting for everyone, but in reality, not everyone feels safe or welcome there, especially people who can’t afford to participate in its consumer-driven atmosphere. Those who don’t fit into the expected roles—tourists, shoppers, or workers—tend to be overlooked or even pushed out of the space.

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How can you use different research methods (such as, observation, interviews, online/library research etc.) to uncover histories and information about this space?

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How can you use different research methods (such as, observation, interviews, online/library research etc.) to uncover histories and information about this space?

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There are many ways to learn more about the history and culture of Times Square than just visiting the place. The crowd changes from commuters in the morning to performers and tourists at night to observe the space at different times of the day. To gain insight into how they see the space and how it has changed over time, you could interview street performers, vendors, or workers. Through online and library research, you can find out more about the history of Times Square, from its theater district origins to its decline in the 1970s and its resurgence in the 1990s. News archives and online searches can give you tons of info. You can also get a sense of how people are using and experiencing Times Square today by just looking at social media posts.

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How Local Businesses & Communities Shape Information About Times Square

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How Local Businesses & Communities Shape Information About Times Square

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It depends on who you ask about Times Square. People usually market it as an exciting place to visit, full of shopping and entertainment and iconic experiences.

Local businesses, especially restaurants and theaters, focus on Broadway culture as it brings business. However, activists might emphasize issues that push their agenda, which isn't a part of the issue that plague Times Square such as homelessness and small vendors struggling against big business. Because of this, it isn’t surprising that the story of Times Square changes depending on who is telling it, and that is why it is important to look at multiple perspectives in order to get the full picture.

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New York City Times Square 4k - Virtual Walking Tour

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Times Square: NYC’s Evolution from Long Acre to Icon

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Explore the transformation of Times Square, once Long Acre Square, into an iconic NYC landmark, embodying the city’s vibrant spirit and history