The entire facade of TSX Broadway will be emblazoned with LED lights, which will allow it to virtually act as its own billboard. "The entire tower, 580 feet up, is a sign," Orowitz said.
It wouldn't be a true Times Square building without a giant sign attached to it.
Part of what L&L Holdings is banking on with TSX Broadway is its ability to bring updated architecture and design to an area rife with buildings that are multiple centuries old, said Orowitz.
"One thing about Times Square is everything's old," he said. "Many buildings there are from the late 1800s. It's very hard to get something modern, and we're able to do so by acquiring a bunch of different pieces and putting them together."
TSX Broadway will include a performance stage that will be available to rent for events like concerts, Broadway performances, and product launches, Orowitz said.
While Times Square is an attractive location for event planning due to its massive captive audience, it can be a headache both logistically and financially. When complete, the stage will function as a 30 foot by 30 foot panel that juts out to the broadest part of the plaza, Orowitz said.
"To build a stage there, to run broadcast cabling, to have your talent there — those things are really difficult," he said. "It's also expensive permit-wise. So we're building a permanent infrastructure to basically create a private-owned stage in Times Square."
In the early 1900s, the Palace Theater became the epicenter of vaudeville. For the reconstruction of the famed venue, Orowitz said the team is taking great care to ensure the aesthetic is preserved, while improving certain aspects like acoustics that will make it more appealing for musicals and plays.
Prior to its closing in September 2018, The Palace Theater was home to the Tony-winning "Spongebob SquarePants: The Broadway Musical."
As designed, the experiential retail component of TSX Broadway will comprise the first several levels of the building, situated below the hotel.
Orowitz said he envisions the retail levels being particularly appealing to technology and media companies, for use as a platform to showcase not only new products, but also content like films, music, and attractions.
However, he said there are multiple ways to use the space and several working conceptualizations as TSX Broadway prepares to court tenants.
"[Many] online brands think that they need a physical presence now, with brands like Amazon opening stores," Orowitz said. "Most of these brands have been really successful online, but know that they need to have showrooms. They need to have ways that they can engage with customers in a physical location beyond just on their phones, and then they need to integrate the two."
L&L Holding Company foresees that New Year's Eve will be a major cash cow for the hotel given its optimal vantage point to the ball drop. While Orowitz declined to give exact room rates for the event, he said it will be higher than the previous cost at the Doubletree — a cool $15,000 a night.
Orowitz said TSX Broadway has learned from the mistakes of less successful ventures in the area, and plans to integrate a variety of emerging technologies into the experience to keep things interesting, including augmented and virtual reality.
"Times Square is this really unique space where 127 million people come every year. There are just a massive amount of people around the world seeing it. It's very visually interesting," he said.
