An Icon for a Price: Times Square Ball Opens for Up-Close Viewing

NEW YORK, NY – December 18, 2025 – For the first time in its 118-year history as a global beacon of hope and renewal, the Times Square New Year's Eve Ball is no longer just an icon to be admired from afar. Jamestown, the owner of the historic One Times Square, has launched a series of limited-time ticketed experiences, inviting the public inside the building for an unprecedented, up-close encounter with the world-famous symbol of New Year's Eve.

The preview, which began just 14 days before the annual celebration, offers a glimpse into the building's $550 million transformation into a year-round experiential destination, set for a grand opening in 2026. For decades, the interior of One Times Square has been largely inaccessible, serving primarily as a platform for its world-famous digital billboards. This new initiative marks a pivotal shift, turning a passive spectacle into an interactive, commercial attraction.

The Price of Admission

Visitors now have three distinct options to experience the landmark. A general admission ticket, with prices starting at $28, grants access to a new 360-degree wraparound Viewing Deck, offering panoramic river-to-river views from the heart of the "Crossroads of the World."

For a more intimate experience, a second package starting at $78 includes viewing deck access plus a guided journey up to the New Year's Eve Ball itself. This offering allows guests to stand just feet from the massive geodesic sphere and capture photos with the symbol seen by billions each year.

The most exclusive option, starting at $128, adds a unique souvenir: a commemorative 2025 Waterford Crystal, an official piece of the new Ball's design. This premium package allows visitors to take a piece of the magic home, further blurring the line between public spectacle and personal memento.

"The Times Square New Year's Eve Ball is among the few truly iconic symbols recognized around the world, a beacon of celebration and connection," said Michael Phillips, President of Jamestown. "For over a century, it has been admired from afar, but now, for the first time, we are creating an opportunity for people to experience its magic up close."

A New 'Constellation' Rises Over Times Square

At the heart of the new experience is the 'Constellation Ball,' the ninth and largest iteration since the tradition began in 1907. Unveiled in November, this massive sphere measures 12.5 feet in diameter and weighs a staggering 12,350 pounds.

Its surface is adorned with 5,280 Waterford crystals—nearly double the number on its predecessor. In a historic first, the crystals are circular, a departure from the triangular facets used for over two decades. The design is part of a new "Infinite Edition" series from Waterford, with three different crystal sizes representing themes of "Infinite Joy," "Infinite Light," and "Infinite Beginnings."

Beyond its dazzling appearance, the Constellation Ball features advanced interactive technology. An internal lighting and motion control system allows its LED lights to generate dynamic designs in real-time based on audio inputs. The premium visitor experience even incorporates a nod to the building's origins as the headquarters of The New York Times, with an option to have a personalized Morse code message communicated through the Ball’s lights.

A $550 Million Bet on Experiential Entertainment

This new public access is just the first phase of a monumental $550 million redevelopment project by Jamestown, a real estate firm known for transforming historic properties like Chelsea Market into modern cultural and commercial hubs. The gut renovation aims to convert the 26-story tower into a premier, year-round visitor attraction.

When the full project is completed in 2026, One Times Square will house a suite of immersive attractions. 'Times Travel + Viewing Deck' will offer an interactive journey through the history of Times Square, culminating on the observation deck. 'i Candy NYC' promises a multi-level, candy-themed reinterpretation of New York's iconic spots, complete with interactive games and photo opportunities. The building will also feature 'EVER,' a venue designed for weddings, proposals, and other intimate celebrations.

The strategy reflects a broader trend in urban development and tourism, where property owners are moving beyond traditional retail and office space to create compelling, ticketed experiences. By opening the building's interior, Jamestown is betting that visitors will pay for curated, immersive entertainment that provides a new perspective on a familiar landmark. Twelve floors will be dedicated to technology-enabled brand activations, using virtual and augmented reality to create new forms of advertising and consumer engagement.

Redefining the Crossroads of the World

The transformation of One Times Square is poised to have a significant impact on an area that is already the epicenter of New York City's tourism economy. Despite representing just 0.1% of the city's land area, the Times Square district generates nearly 10% of its jobs and 15% of its economic output.

According to the Times Square Alliance, the area saw daily pedestrian counts consistently approach 300,000 in 2023, with summer peaks surpassing 400,000. With NYC & Company projecting tourism to exceed pre-pandemic records by 2025, the new attractions at One Times Square are expected to further boost visitor numbers, increase dwell time, and drive spending. This redevelopment places the building in direct competition with other high-profile New York City observation decks like Summit One Vanderbilt and Edge at Hudson Yards, which have proven the public's appetite for premium, highly-produced viewing experiences.

The project, led by design architect S9 Architecture, aims to create a modern visitor center while honoring the building's storied past. As tickets for this limited preview go on sale, the move to commercialize access to the New Year's Eve Ball signals a new era for the 119-year-old landmark—one where a symbol of shared public celebration becomes a personal, purchasable experience.