Times Square: A Reinvention for the Future
Times Square hasn't always been the international monument it is today, and has experienced quite the roller coaster ride in terms of its identity and primary objectives in recent times. Scrupulous efforts to re-imagine the "brand" of the square, focusing on both new visitor appeal and community development have more recently revamped Times Square to be a New York City icon. The result is remarkable, epitomizing how businesses, when focused on meaningful experiences, can be extremely successful.
Until 1904, there really wasn't a "Times Square" in downtown Manhattan. All that the would-be Square consisted of was a ten-block crisscross of busy streets and high class homes officially known as Longacre Square. Even in the early 1900's the area was a center for so-called contradictory organizations: upper-class residential areas, bustling business industries, and questionable nightlife locales.
In 1904, New York Times publisher Adolph S. Ochs moved the paper's operations to a new tower on 42nd Street in the middle of Longacre Square. Ochs persuaded Mayor George B. McClellan, Jr. to build a subway stop there and rename it Times Square. On April 8, 1904, Ochs' goals was actualized when, in a ceremony officiated by Mayor McClellan, it was renamed Times Square. Just three weeks later the first advertisement appeared on the side of a bank at the corner of 46th Street and Broadway. Surrounding the inception of Times Square were several innovations including the neon light, the city's first subway line, and the first ever Times Square New Year's Eve celebration. By this time, Times Square had already established itself as an entertainment crossroads complete with theatres, gardens, diners and more. Times Square boomed during the early 1900's, becoming home to 43 theatres, and boasting some of the world's most prominent performances. Times Square appeared to be on the fast track to long-term success until the depression struck, and forced the closure of many theatres and businesses. As business declined, Times Square became home to X-rated material, and quickly acquired the image of "the red light district of New York" driving away families and sustainable economic growth.
From the early 1960's to the mid-90's Times Square symbolized all that was bad in New York City, representing a corrupt, amoral society. Finally, in the early 90's local businesses and New Yorkers had had enough. Mayor Rudolph Giuliani led efforts to close down pornography shops, replacing them with family and tourist-friendly businesses and attractions. Mayor Giuliani wasn't alone in his pursuit to clean up his City, and in 1992 the Times Square Alliance, a coalition of businesses dedicated to improving the quality of commerce and cleanliness in the district, started operations in the area. This business Alliance actively recruited "good" companies to establish a significant presence in Times Square in an effort to redefine what New York represented to tourists and local inhabitants. Times Square now boasts attractions such as ABC's Times Square Studios, where Good Morning America is broadcast live, an elaborate Toys "R" Us megastore, Virgin Records and Hershey's stores, as well as restaurants such as Ruby Foo's (Chinese food), the Bubba Gump Shrimp Company, and Carmine's (Italian) along with a number of multiplex movie theaters. It's also attracted a number of large financial, publishing, and media firms to set up headquarters in the area such as Condé Nast Publications, Ernst and Young, Instinet, Lehman Brothers, Morgan Stanley, and many more.
The Times Square Alliance has been successful because of their ability to create a relatively crime- and pornography-free environment for visitors, while meeting the unique needs of resident businesses and entertainment hot spots. By catering to both the 40 million annual visitors (15% of the US population!) and the thousands of residents who live on or near Times Square, The Alliance has made Times Square not only a good place to visit, but also a safe place to live. Shuffling down Broadway through the crush of tourists gaping into TV studios and craning their necks to the latest giant billboard, it's hard to believe that this gaudy enclave was once littered with scummy material and suffered the highest crime rate in New York City. All of these changes have ultimately led to a vastly improved, experience-oriented atmosphere, making Times Square a truly one-of-a-kind destination.
Shopping Experience: Glitter and Glow
From Toys "R" Us to Popcorn, Indiana, Times Square has something to offer shoppers from every walk of life. Part of the fun of shopping in Times Square is seeing how your favorite stores are represented in a completely different way with flashing lights and crazy floor plans that work together to create an extraordinary experience. Borrowing from the concept embodied by local theatres, companies are constantly striving to wow their customers by putting on a fantastic show big enough for the Big Apple. 42nd Street, once one of the worst parts of town, is now covered with innovative companies. In many of their stores you'll find items that you can't find in smaller retail outlets, making the Times Square experience even more one-of-a-kind. Check out the Hello Kitty store for your Japanese icon fix; Skechers for hip footwear; Swatch (with its self-named "Jelly Fish design"); and an absolute must for baseball fans: the New York Yankees store.
The one-of-a-kind craze has spread to many of the businesses established around Times Square. For example, the ESPN Zone's sports store has infant rompers emblazoned with "I watch ESPN with my Daddy," just another example of the gigantic theme shift that's taken place over the last ten years. The ESPN Zone also offers games for kids of all ages; with some of the most popular being golf and boxing. In addition to games, you can join the race at the Daytona Special, and on Monday afternoons, you can be part of the audience for the taping of Sports Reporters Primetime. Kids can get into the medium of sports in a safe, exciting, hands-on environment all while Dad stays entertained by the gigantic sports network.
The Planet Hollywood restaurant offers its own set of movie memorabilia to gaze at in addition to selling exclusive Times Square Planet Hollywood clothing and accessories. The CBS store has mugs, sweatshirts, and posters of the gap-toothed late night comic, David Letterman. The Virgin Megastore lives up to its claim of "world's largest entertainment store," featuring 600 free listening posts and 100 video viewing stations. If what you're looking for isn't quite so "mainstream," take a look at Colony. This classic music store is known for its extensive collection of karaoke and sheet music, in addition to rare music and movie collectibles like original Rolling Stones sneakers from the 1960's and Monkees lunchboxes. Everything you'll experience is one-of-a-kind, making the Times Square experience incredibly unique.
Other stores with a significant presence include: Disney's flagship store, the Broadway City Arcade with over 200 high-tech arcade games, the Creamstone Creamery, a favorite for ice-cream lovers of all ages, and Ben and Jerry's scoop shop. And the largest store in Times Square? Toys "R" Us! Inside their store you can ride the 60-foot Ferris Wheel, gape at a life-size moving T-Rex and satisfy your sweet tooth at the candy store. So, whether you're posing for a picture with the Giant Hershey bar at the Hershey store, or spinning around on the Ferris Wheel at Toys "R" Us, you'll be experiencing something in New York City that many never imagined possible.
Advertising: From 1904 to Now
From a single sign hanging on a local Bank in 1904, to the first electronic sign in 1917, today Times Square has become home to the most innovative methods of advertising and entertainment. Gigantic screens that provide advertising space as well as local news updates and special event information cover towering buildings. Recently Times Square played host to World War II veteran Colonel Gail Halvorsen and his wife Lorraine. They were honored by having their image posted on several of the big screens in Times Square with their lifetime accomplishments scrolling underneath. Colonel Halvorsen went home with a picture recording his moment as the face of Times Square, no doubt an experience that will remain with him for the rest of his life.
Today Times Square is the only neighborhood with a specific zoning ordinance requiring tenants to display bright signs. In fact, it's actually illegal for a sign not to be illuminated. Because of this, the average person perusing the colorful streets of Times Square will be exposed to over 5,000 advertising messages per day! Times Square's dedication to creating an advertising brand hub has turned it into a money-making juggernaut, with the annual Times Square billboard business estimated to be $69 million! A notable example of the signage is the NASDAQ sign at the NASDAQ MarketSite located at 4 Times Square on 43rd Street. Unveiled in January 2000, this 120-foot high sign cost $37 million to build. NASDAQ pays over $2 million a year to lease the space for this sign, a price that's considered a ‘good deal' in the advertising world as the number of "impressions" the sign makes far exceeds those generated by other ad forms.
Companies are getting more and more innovative when trying to make themselves known in the vast Times Square market. Take Nissin foods for example. Nissin has created a way for steam to rise out of their large replica Cup O' Noodles container as a way to attract the attention of visitors by providing them with a more engaging experience.
Lexus is creating a way for consumers to participate in their advertising by giving them the chance to land a spot on a Times Square big screen. As part of a dramatic promotion for the launch of their completely redesigned 2006 IS performance sedan, Lexus is making it possible for individuals to submit images for potential display on the Reuters mega-screen, along with the chance to win the new vehicle. Beginning September 3rd, 2006, a photo mosaic of the new IS began building on the giant screen, featuring images submitted online by anyone who wishes to participate. The board will be animated to zoom in on individual images throughout the mosaic, enlarging them to 32.5 feet tall. Images that are submitted onto TheNewIS.com are reviewed for inclusion in the photo mosaic, and participants who are accepted will receive an email that allows them to locate their image within the mosaic, and then view it on the Web site and even in Times Square via the Lexus Web Cam. They can then forward the Web link to their friends and family for viewing.
Entertainment
Times Square is heavily invested in the entertainment business as seen from the clubs and concert halls on every corner. However, it's also home to more conventional entertainment venues as found in the world renowned theatre district and unique locales like Madame Tussaud's Wax Museum. Yet another example of how everything on Times Square is built around the entertainment concept.
Walkin' Broadway makes Broadway's Theater District come alive for theater fans and international tourists, and is the newest attraction to hit Times Square. This self-guided audio tour delivers theater history, architecture, music, humor and the true beat of New York City right in front of your eyes ... and in your ears! The great stories of Broadway, including infamous tales and backstage secrets are shared by the very stars and creative teams that created your favorite shows. Over 40 voices-from producers, actors, directors, designers, theater owners, and industry specialists-are woven into the tour hosted by A&E Television personality Elliott Forrest. Music from over sixty soundtracks will send a chill down your spine and make you dance in the streets. In addition to looking into Broadway's history, Walkin' Broadway also provides stories about the plays and musicals currently on stage! The Times Square Theater District is our nation's unofficial National Park of the American Entertainment Culture. In these 39 theaters, 26 of them over 80 years old, our nation's collective consciousness in music, dance and drama culture was formed. Walkin' Broadway now brings this unofficial national urban park to life, block-by-block, theater-by-theater, story by first-hand story.
Times Square offers an entertainment experience for every taste, including ABC's "Good Morning America" broadcast from Times Square Studios every weekday morning from 7 a.m. to 9 a.m. You can be part of their live audience at 44th and Broadway for musical performances and more. So whether you're looking for the memorable musical, classical music, or pop and rock music, Times Square has you covered.
Times Square has quite literally reinvented itself over the past decade, developing its image into something family friendly and exciting. Companies are joining in the race to reach out to consumers by providing them with the most unique experience possible. Whether your interest is in entertainment, fun with the kids, or food, Times Square is catering their businesses to you. Times Square's intrepid reinvention of itself reveals the shift in trends in today's marketing industry.
http://www.timessquare.com/