By: Mario Mancini

As New York City gears up for the annual Times Square New Year’s Eve ball drop, the Times Square Alliance, led by Tom Harris, has been working to clean up the area, including shutting down a dozen illegal pot shops and implementing measures to make the heavily trafficked Bowtie more orderly, the New York Post reported.

Three major developments are shaping the district this holiday season.

First, One Times Square, the building famously associated with the ball drop, has undergone a full exterior recladding by owner Jamestown and is being converted into a modern visitor center. The $550 million project will feature a museum-like experience, technology-enabled brand activations, and a rooftop viewing deck. While the “New Year’s Eve Ball Experiences,” offering access to the 19th floor observation level, begin this month, the building’s other interactive exhibits, including a detailed exploration of Times Square’s history, are not expected to open until 2026, the New York Post reported.

Second, the Brill Building at 1619 Broadway, long recognized as the home of some of America’s greatest songwriters, has welcomed two new attractions by interactive-experience company The Escape Game. The company invested $5 million to launch two separate experiences under a long-term lease: Escape Game and Great Big Game Show. The 5,000-square-foot space includes six escape rooms and two studios for the game show, all accessible through prominent sidewalk-level entrances. Registration for participants begins Dec. 15, the New York Post reported. Mack Real Estate Group owns the Brill Building.

Third, a new “Friends”-themed coffee shop, Central Perk, is set to open soon at 701 Seventh Ave., at the corner of West 47th Street. While the café has generated excitement, it is technically a temporary pop-up rather than a permanent tenant. Steven Soutendijk of Cushman & Wakefield, who brokered the deal with the property managers GreenBarn Investment Group and Newbond Holdings, clarified that the landlord retains the right to reclaim the space once a long-term tenant is secured. He expressed hope that Central Perk’s popularity could attract a permanent retailer in the future, the New York Post reported.

Together, these initiatives reflect a broader effort to revitalize Times Square for visitors and residents alike. The combination of new attractions and regulatory cleanup aims to balance tourism with safety and accessibility in one of the city’s most crowded and iconic districts.

The Times Square Alliance continues to enforce ordinances and improve the area’s streetscape as the district prepares for the influx of New Year’s Eve revelers. Officials and developers alike are highlighting the district’s new attractions as a key draw while maintaining public order amid the holiday crowds, the New York Post reported.

With the new One Times Square visitor center, interactive entertainment at the Brill Building, and Central Perk pop-up, Times Square is positioning itself as both a cultural hub and a tourist destination leading into 2026.