New York City has undergone numerous changes over the years, with one of the most remarkable transformations occurring in the heart of the city, Times Square, throughout the 20th century. In present times, locals often express their grievances about 42nd Street as if it's a rite of passage. However, at Milrose, we find immense satisfaction in the evolution of Times Square. From significant architectural developments to an abundance of theater venues, the neighborhood's current appearance and vitality are unparalleled.
The inception of the New York City subway station initiated in 1904. Subsequently, in 1907, the inaugural documented occurrence of the New Year's Eve Times Square ball drop event transpired. The renowned completion of the Flatiron Building took place in 1903.
In 1905, The New York Times established and relocated to the then-Times Tower, the second tallest edifice, situated between Broadway and Seventh Avenue and spanning 42nd and 43rd Streets. It was amid this substantial transformation that Longacre Square, renowned for its equine transactions, underwent a renaming, becoming Times Square. Concurrently, during these early years of the 1900s, the introduction of electric-powered street lamps and illuminated electric signs began to grace the vicinity.
In 1912, the RMS Titanic, on its way to New York City, met its tragic fate by sinking. Subsequently, in 1914, the onset of World War I cast a shadow over global affairs. Remarkably, within the same decade, the conclusion of World War I marked a significant milestone. During the latter part of this era, the architectural landscape embraced the Art Deco style, which manifested prominently in novel skyscraper designs.
As the decade drew to a close, The New York Times relinquished its occupancy of Times Tower; however, the tower itself retained its prominent status as a significant landmark in the vicinity. Following the cessation of World War I, Times Square evolved into a favored venue for celebrations, serving as a versatile space for events ranging from presidential elections to parades. It was during this decade that numerous esteemed theaters found their home within the square's perimeter, while the establishment of luxury hotels further enhanced the area's allure.
The 1920s witnessed a surge in the accessibility of Times Square, with all modes of public transportation converging at 42nd Street. This decade experienced a remarkable building upswing in Times Square, accompanied by a surge in advertising, reflected in both escalating prices and an augmentation in the scale and quantity of advertisements. The cultural prominence of Times Square reached its zenith during this period, a distinction that would gradually deteriorate with the advent of The Great Depression, only to be fully reinstated seven decades later.
In 1931, the construction of the Empire State Building reached its culmination, standing tall at 1,454 feet—a record-breaking feat as the world's tallest building at the time. Simultaneously, the world was embarking on the threshold of World War II, which began in 1939. Despite evolving circumstances, the Art Deco architectural style persisted due to zoning regulations, and its influence remained visible throughout the 1930s.
The 1930s bore witness to a period largely overshadowed by the most severe economic downturn in American history: The Great Depression. The building frenzy that characterized Times Square during the 1920s came to an abrupt halt in the 1930s.
As a response to the economic challenges, once lavish restaurants and theaters within the square were replaced by more budget-friendly dining options and entertainment offerings. The residents accustomed to the opulent lifestyle of the 1920s found themselves compelled to relocate to more financially viable living arrangements. Remarkably, the tradition of the New Year's Eve ball drop continued unfazed, year after year, providing a glimmer of consistency in the midst of uncertainty.
The year 1945 marked a momentous occasion for Americans as they jubilantly celebrated the conclusion of World War II. In 1940, the iconic Tiffany & Co. flagship store opened its doors, making history as the inaugural shopping establishment equipped with central air conditioning. The years 1942 and 1943 witnessed the absence of the customary Times Square ball drop due to the ongoing war. Nevertheless, amidst these challenging times, people congregated, replacing the ball drop with a moment of contemplative silence and the resonating toll of chiming bells.
In 1945, Times Square experienced an unprecedented gathering, assembling the largest crowd in its history, united to exuberantly commemorate the triumphant Victory Day over Japan. Skyscrapers were on the rise, symbolizing the upward trajectory of progress, and entertainment thrived, particularly as a source of solace for men embarking on their journey to the frontlines of war.
The year 1952 witnessed the establishment of the United Nations Headquarters, signifying a significant international milestone. Following closely in 1953, the New York Yankees secured their 5th consecutive World Series championship, surpassing the previous record. Against the backdrop of the Cold War's tensions, the 1950s marked a conservative era across the entire United States.
Amidst this backdrop, an endeavor was undertaken to curtail the prevalence of low-cost entertainment, with the intention of restoring Times Square's reputation to its seemingly fleeting heyday. However, this endeavor encountered swift diminishing momentum and eventually fell by the wayside.
In 1961, a fresh NYC Zoning Resolution was put into effect, promoting the creation of additional open spaces. A few years later, in 1964, the New York World's Fair made its debut. Then, in 1969, the widely acclaimed film 'Midnight Cowboy' hit theaters, depicting a Times Square that was permitted to embrace the types of establishments and entertainment that contributed to its tarnished reputation. This shift in perspective, coupled with an emerging sense of "openness," typified the transformative ethos of the 1960s.
However, this direction set Times Square on a trajectory toward even more challenging times in the subsequent decades. The 1970s and 1980s would see the area plunge into an even deeper state of darkness, marked by a series of difficulties and struggles.
Especially during the early 1970s, Times Square emerged as a challenging environment to navigate. Despite a heightened police presence, felony rates and criminal activities remained alarmingly high. An array of go-go bars, sex shops, peep show venues, and adult theaters came to symbolize the evident deterioration of the city.
However, a glimmer of change emerged in 1973 with the inauguration of the first TKTS booth in Times Square. These TKTS Discount Booths played a vital role in promoting the purchase of same-day theater tickets. During this time, TKTS played a crucial role in facilitating affordable access to theater performances, aiming to bolster Broadway attendance while simultaneously working to combat the prevalent crime issue.
The 1980s maintained their reputation as a tumultuous period for Times Square. Minimal progress was achieved in terms of architectural enhancements and new constructions, while crime rates continued to surge. In 1981, Rolling Stone magazine branded West 42nd Street as the "sleaziest block in America." The prevalence of various forms of hustling permeated the neighborhood, with the drug trade thriving in particular. Alongside this, homelessness spread extensively along 42nd Street, and the crime wave persisted until 1989.
Despite the challenges faced by Times Square during this era, a notable surge in commercial construction began to reshape the western sections of Midtown. Orchestrated under the leadership of Mayor Ed Koch and David Dinkins, this development initiative took a long-term view and kindled promising prospects for the approaching decade.
The 1990s ushered in a period of revitalization and reformation, catalyzed by the redevelopment and rezoning initiatives orchestrated by former Mayor Rudy Giuliani. Concurrently, the establishment of the 42nd Street non-profit organization played a pivotal role. Its primary objective was to supervise the rejuvenation of historically significant yet long-neglected venues, including the Apollo Theatre, the Empire Theatre, the Liberty Theatre, the Lyric Theatre, the Selwyn Theatre, the Times Square Theatre, and the Victory Theater. Collectively, these landmarks were emblematic of the neighborhood's history.
The New 42nd Street organization embarked on a mission to transform the block into an appealing tourist destination within Manhattan. Notably, their efforts bore fruit in the summer of 1991 when Disney, a prominent entertainment enterprise, eradicated the final remnants of peep-show establishments in Times Square. This achievement marked a significant milestone in reshaping the area's image and fostering its evolution into a more family-friendly and visitor-centric locale.
In the year 2000, the New 42nd Street established its presence at 229 West 42nd Street. This location also became the residence of The Duke on 42nd Street, a black box theater with a seating capacity of 199, aptly named in honor of Doris Duke. This theater took on the role of a warm and welcoming home for an additional seven non-profit performing arts centers.
The remarkable revitalization of Times Square yielded such remarkable success that it exerted a transformative influence on another significant thoroughfare in New York City, namely Broadway. In 2009, certain sections of Broadway within Times Square underwent an official closure, thereby fostering an environment conducive to pedestrian-only traffic. This strategy aimed to enhance the experience for visitors, providing them with unobstructed access to a multitude of shops, dining establishments, and theater entrances.
Described by the New York Times as a "billion-watt neon circus," Times Square has undergone a complete metamorphosis in recent decades, diverging significantly from its state even just twenty years ago. Today, visitors can anticipate encountering electronic billboards of colossal proportions that rival entire buildings, animated TV show characters ambling along the streets, and the occasional glimpse of a celebrity—a medley of experiences that define the renowned 42nd Street. The stretch of Broadway between 14th Street (Union Square) and 23rd Street underwent a remarkable transformation in 2010, leading to a revitalization of the vicinity and fostering a surge of enduring, investment-heavy architectural innovations that have reshaped the landscape over the past six years.
Prominent names such as Gap, Old Navy, Hershey, the National Football League, and Cirque du Soleil have all taken center stage at 20 Times Square, collectively instigating a marked increase in the area's vibrancy and recognizability. As a result, Times Square has grown more robust, vibrant, and iconic than ever before, encapsulating the spirit of change and progress that the district has consistently embraced.