Times Square's Ball Drop Becomes a Permanent Attraction: 'Times Travel' Opens August 7-Hopetrip

A brand-new immersive experience at One Times Square brings the magic of New Year's Eve to visitors every single day of the year.

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No more braving freezing temperatures alongside a million strangers, or squinting at the TV from your living room — the world's most famous countdown is getting a year-round home. Starting August 7, One Times Square unveils Times Travel, a permanent attraction that dives deep into the history of the neighborhood and its glittering Ball Drop tradition.

The self-guided journey spans over a century of New York City history, beginning with the building's origins as the headquarters of The New York Times. Visitors move through immersive themed environments powered by projection mapping, virtual storytelling, and interactive technology — each room recreating a distinct chapter in the evolution of the Crossroads of the World.

One standout is the Times Machine, a glass elevator that compresses centuries of Times Square history into a single, thrilling ride. There's also a fascinating exhibit on the 1904 construction of One Times Square, which briefly claimed the title of New York City's tallest skyscraper. Adventurous guests can then soar above 1930s Manhattan in a virtual airship before hopping into a digital taxi for a neon-lit Broadway cruise past decades of iconic marquees and historic moments.

The New Year's Eve zone, dubbed Eternal Midnight, puts visitors right in the heart of the action. Here you can watch the Ball Drop from two angles: standing among revelers from bygone eras, or ziplining virtually through Times Square as the clock strikes midnight. Five historic New Year's Eve Balls are on display — including a replica of the original 1907 sphere and the recently retired Big Ball that counted down every new year from 2008 to 2025. It's a rare opportunity to get face-to-face with the dazzling centerpiece normally suspended far above the crowds.

The experience culminates at the Times Square Skywalk, a 360-degree observation deck perched 19 stories high with sweeping river-to-river panoramas. A glass-floor walkway adds an extra jolt of adrenaline, and for a truly one-of-a-kind souvenir, visitors can purchase an authentic Waterford crystal from the 2025 New Year's Eve Ball.

Jamestown president Michael Phillips described the attraction as transforming the iconic Ball into a quintessential New York destination. The vision, he explained, is for visitors to celebrate, discover the neighborhood's rich history, and feel the pulse of Times Square in an entirely fresh way — every single day, not just December 31.

Tickets are available now starting at $44 per person. Even if you'd never dream of squeezing into Times Square on New Year's Eve, this immersive journey might just be the next best thing to counting down from the center of it all.

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