I find it incredible how an area like Times Square can be so radically different today than it was a century ago. Todays Times Square stands in stark contrast to the poverty-stricken, crime-ridden, prostitute-filled area that was called by the same name not that long ago. Reconstructing Times Square brought to light many of the issues facing an earlier Times Square, a good deal of which are arguably still present. Reichl challenged me to think about the methodology employed by public officials in rebranding Times Square, but left me ultimately convinced that the area indeed tells a story of rebirth.
Although there were various events in the early and mid nineteenth century that demonstrated a change from residential area to commercial, business hotspot, I think the true transformation came later on. Nearly twenty years ago, Times Square underwent a change that is today termed ‘disneyfication’. In nineteen ninety-three, Disney expressed interest in opening a theatre on forty-second street and entered talks with the forty-second street development project. Public officials and city leaders conveyed the belief that, “Disney’s presence alone would symbolize the conquest of Forty-second street by the forces of good over evil” (158). Statements like these made me realize that the entire Disney project was predicated on sending a message and creating an image. Times Square should cease being this dangerous, unenjoyable location in the minds of New Yorkers. The potential for new, exciting attractions were plentiful and Disney was seen as the catalyst for bringing about those attractions.
In all honesty, at first I considered the possibility that Disney was chosen over other entertainment companies because of financial influence. While economic forces were certainly at play in the decision behind development of a Disney theatre, the goal of the project was nevertheless one of rebranding. After all, “With Disney in place, the new image of West Forty-second street as an area of popular entertainment was sealed” (158). In addition, statements by public officials and leaders of the development project placed a strong emphasis on the company’s “symbolic presence”. Disney’s strong arm tactics and firm negotiation methods shouldn’t detract from the projects motivation to reshape public perception of the area by introducing a company with positive presence. Moreover, the deal with Disney brought about a stream of deals for new entertainment attractions, restaurants, bars, and cafes. The introduction of Disney essentially transformed Times Square into a place of live entertainment, exciting merchandise, and revamped tourism.
What truly categorizes the Disnyefication of Times Square as a rebirth, in my mind, is the fact that its effects have continued unto today. Disney not simply boost the economy and jumpstart commercial activity on a temporary basis, it effectively changed the downward trajectory of crime and poverty facing the area. A recent article published by Janos Marton illustrates the transformation of Times Square as facilitated by the Disneyfication of the late nineteenth century. He emphasizes the “exodus of porn shops, peep shows, and other vice” as well as the marking of Times Square as “one of the biggest tourism hotspots in the world”. A New York Times article published a few years ago quantifies many of the benefits brought about by a transformed Times Square. In the article After 30 Years, Times Square Rebirth Is Complete, Charles Bagli focuses on various economic and cultural measures of the locations success. He shares how, “The number of tourists is up about 74 percent since 1993, and attendance at Broadway shows has soared to nearly 12 million”. He goes on to discuss rent paid by large corporations, the downfall of crime figures, and other measures. In many ways, this article demonstrates how the effects of a late nineteenth century deal with Disney were far from temporary. On the contrary, Disney brought about growth and development that has continued to this day.
The argument that Time Square has tremendous room for improvement when it comes to crime, danger, and commercial domination is a valid one. Many of the issues faced a century ago have not been completely resolved and surely warrant attention by todays public figures. That said, it is incredibly difficult to discuss the rise in tourism, cultural activity, and economic prosperity without using the word ‘rebirth’. At the end of the day, Times Square transformed into a place people are excited by and enjoy visiting, a stark change from the dangerous, dirty area it once was.
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