One Times Square is poised to reinvigorate the southern end of the iconic Times Square district with the opening of a new series of immersive attractions developed by Jamestown. The developer is officially unveiling its full range of experiences to the public on Friday, five years after announcing a $500 million adaptive reuse project aimed at revitalizing the long-vacant former office tower known primarily as the site of the annual New Year’s Eve ball drop.

Visitors paying $44 will gain access to the Times Square Skywalk, a top-floor, open-air platform offering panoramic 360-degree views of the surrounding cityscape. Inside the lower floors, the “Times Travel” exhibit showcases the history of the area through interactive features, including a simulated 1930s dirigible flight over Manhattan. The project aims to address persistent challenges in the area, particularly what business advocates describe as the visual and social clutter caused by street performers and costumed characters who often congregate near the tower’s base.

Though One Times Square no longer hosts office tenants, its performance is seen as critical to the broader health and image of the district known as the “Bowtie,” the triangular junction formed by Broadway and Seventh Avenue between West 42nd and West 47th streets. Local office tenants and retailers have expressed hope that the new attraction will draw a more upscale visitor profile and contribute positively to the neighborhood’s reputation.

Michael Slattery, research director at CBRE Tri-State, noted that office vacancy in the Bowtie and nearby areas south of West 50th Street remains relatively low at 11.7%, compared with 20% vacancy in West Midtown as a whole. He acknowledged, however, that “Times Square carries well-known perception challenges,” particularly related to its streetscape and tourist activity. Still, Slattery described the district as an increasingly appealing option due to constrained office supply in other parts of Manhattan at comparable prices.

Times Square’s southern sector, including the stretch of West 42nd Street between Seventh and Eighth avenues known as the “Deuce,” has faced a gradual erosion of its former vibrancy. Once blighted by crime in the 1970s and 1980s, the area was transformed by a major public-private cleanup initiative into a bright, entertainment-focused district. Yet recent years have seen setbacks: the closure of landmarks such as B.B. King’s Blues Club in 2018, stalled retail projects including a conversion of the Times Square Theater, and the replacement of established mainstream retailers with novelty shops catering mostly to tourists.

Tom Harris, president of the Times Square Alliance, hailed the One Times Square opening as an encouraging sign for the neighborhood’s future. He said the attraction will extend the excitement of the New Year’s Eve celebration year-round, offering visitors new opportunities to create memorable experiences in the heart of one of the world’s busiest public spaces.