As foreign visitors arrive, Times Square shops and theaters anticipate a revival from pandemic-induced struggles.
David Cohen longs to see his family’s Times Square souvenir shop bustling with customers as it once did before the pandemic. While tourist foot traffic is gradually increasing, it hasn’t yet reached the pre-COVID levels that kept Grand Slam souvenirs thriving amidst the electric billboards of New York City’s famous crossroads.
The recent return of vaccinated international travelers to the U.S. may accelerate recovery for businesses like Cohen’s, many of which are small, family-owned shops vital to New York City’s economy. “We welcome them back with open arms,” Cohen said, acknowledging that there’s still a long way to go.
Times Square, a symbol of New York’s vibrant activity, was deeply impacted when Broadway theaters went dark during the pandemic, forcing 90% of local businesses to close, according to The Times Square Alliance. Now, as Broadway stages reopen to vaccinated audiences, three-quarters of these businesses have resumed operations, slowly restoring the area’s economic lifeline.
Among those reopening is Sam Vasili’s Shoe Repair, across from the Gershwin Theater. After a lengthy shutdown, owner Sam Smolyar was thrilled to get back to work outfitting Broadway performers, like the Rockettes, with custom-fitted boots. “We rely on the theater and businesses around here,” he explained, hopeful that a rise in Broadway ticket sales will revive his own shop’s traffic.
Before the pandemic, New York City welcomed record numbers of tourists, including 13.5 million from abroad in 2019. With the recent easing of travel restrictions, Times Square’s small businesses and theaters hope that a steady stream of international visitors will help reignite the economic heartbeat of the city.