Elevate's Commercial Strategy Fuels One Times Square and Opening Weekend of Times Travel
Elevate's Commercial Strategy Fuels One Times Square and Opening Weekend of Times Travel
Elevate partners with Jamestown to lead ticketing, commercial partnerships, and brand integrations to support year-round transformation of the world’s most visible destination, beginning with Times Travel’s public debut
One Times Square, home of the iconic New Year's Eve Ball, welcomed its first public visitors to Times Travel this past weekend, marking an early milestone in the building's year-round transformation. Times Travel is a new multi-sensory, experiential journey through the history of Times Square and the New Year’s Eve Ball that includes photo opportunities with five historic New Year’s Eve Balls.
Behind the scenes, Elevate was named operating partner and exclusive brand partnerships agency for One Times Square and is working with One Times Square owner and operator, Jamestown, to lead the commercial strategy fueling that transformation, from ticketing and pricing to marketing and brand partnerships.
The opening weekend brought visitors through Times Travel's six chapters, including the Times Square Skywalk, a 360-degree wraparound viewing deck with Manhattan skyline and river-to-river views. Elevate's role centered on ticketing, demand management, pricing, and go-to-market strategy to bring the experience to the public.
As operating partner, Elevate is responsible for commercializing one of the most visible and complex destinations in the world, 365 days a year, a mandate that extends beyond this weekend's opening to marketing, brand partnerships, and audience development across the site going forward.
For Elevate, the partnership demonstrates the agency's ability to bring sports-grade commercial and operating discipline to new categories (entertainment, attractions, and large-scale live experiences) while reinforcing its position as one integrated agency with a connected strategy across ticketing, partnerships, marketing, and insights.
Elevate’s commercial strategy for One Times Square includes:
• Ticketing, demand management, and pricing optimization
• Commercial partnerships, naming rights, and brand integration development, including New Year’s Eve brand partnerships and year-round sponsorship integrations across the building’s multi-level attraction (iconic suites overlooking Times Square, luxury hospitality experiences, and creative floors built for immersive brand storytelling)
• Marketing, consumer engagement, and audience development
• EPIC, Elevate’s proprietary AI platform, for data and insights
• Experiential programming and premium brand activations
"One Times Square is one of the most visible and complex global attractions in the world and Elevate is proud to help commercialize it as a year-round platform."
Flavil Hampsten
President of Property Sales at Elevate.
"This partnership is another example of Elevate's evolution beyond sports. By combining ticketing, commercial partnerships, marketing, insights, our proprietary AI platform, and premium experiences under one integrated approach, we're helping turn an iconic moment into sustained commercial performance for One Times Square, visitors, and brands."
"This past weekend, we watched our vision for Times Travel come to life as we welcomed our first visitors and began sharing this new chapter of One Times Square with the public."
Delfin Ortiz
General Manager of One Times Square
"We're proud to be working alongside Elevate as our ticketing partner as we bring this experience to life, and we look forward to continuing to celebrate the magic of New Year's Eve every day with visitors from near and far."
For visitors, One Times Square now offers:
• New Year’s Eve Ball Experiences – Visitors are able to visit the New Year’s Eve Ball up close for a special photo moment and experience the Times Square Skywalk, a 360-degree wraparound deck overlooking the Crossroads of the world with river-to-river and Manhattan skyline views.
• Times Travel – A multi-sensory, experiential journey through the history of Times Square and the New Year’s Eve Ball that also includes the Times Square Skywalk
• i Candy NYC – a multi-level, interactive candy attraction that takes guests on a sweet adventure through New York City.
• Ever – New York’s newest venue for weddings, proposals, and other celebrations of love.
• I❤️NY Gifts – officially-licensed retailer of New York City souvenirs alongside exclusive One Times Square-branded products.
For brands, One Times Square offers:
• Premium suites for hospitality, customer engagement, and brand showcases
• Customized floors designed for custom, high-impact brand storytelling
• Naming rights and year-round partnership opportunities in one of the world’s most recognized locations
• Ground-level retail and experiential media opportunities
Tickets for One Times Square available via onetimessquare.com.
Download Times Travel images: HERE
About Elevate
Elevate is an award-winning global sports and entertainment agency founded in 2018 and the chosen growth partner for the world’s leading brands, properties, and experience-driven businesses. Through one integrated model, Elevate serves as the trusted advisor for more than 1,000 clients, helping them solve complex challenges and drive business wins.
What began in sports has evolved into a platform now serving clients across culture, attractions, culinary, and hotels. Today, Elevate brings operational expertise, data-driven intelligence, and world-class creativity together under one roof.
Elevate partners with clients worldwide from offices across North America, Europe, and Asia. For more information, visit us at www.oneelevate.com.
About One Times Square
One Times Square is a 26-story building located at the intersection of 42nd Street, Seventh Avenue, and Broadway in the heart of Times Square. Originally built as the headquarters for the New York Times at the turn of the 20th century, the building is being reimagined as a modern-day destination for entertainment, technology, history, and art. The building has served as the focal point for the iconic Times Square New Year’s Eve Ball Drop Celebration since 1907 and continues to play a central role in the world’s New Year’s Eve traditions. For more information, visit onetimessquare.com.
About Jamestown
Jamestown is a global real estate investment and management company with over 40 years of experience creating places that foster innovation and build community. As of June 30, 2026, Jamestown manages $13.9 billion in assets across the U.S., Europe, and Latin America. Jamestown employs more than 600 people globally across 11 offices, including headquarters in Atlanta and Cologne. Through its vertically integrated platform, Jamestown brings a design-focused, hospitality approach to diverse product types, including retail, office, residential, mixed-use, and grocery-anchored shopping centers. Jamestown’s current and previous projects include One Times Square and Chelsea Market in New York, Industry City in Brooklyn, Ponce City Market in Atlanta, Ghirardelli Square and Levi’s Plaza in San Francisco, and Groot Handelsgebouw in Rotterdam. For more information, visit www.jamestownlp.com.
