On behalf of the Times Square Alliance, HR&A conducted an economic impact analysis of Times Square's contribution to New York City's economy. This study was the first analysis of its kind since the successful revitalization of Times Square. In addition to quantifying the economic and fiscal impacts of Times Square, HR&A demonstrated Times Square’s enormous contribution to the entertainment, culture, tourism, image, and media presence of New York City throughout the world. HR&A's findings were a key input in the Alliance's new vision document for the future of Times Square. Additionally, the study served as a critical reference in enabling the Alliance to engage with the City's PlaNYC process and other ongoing development efforts to secure the future of Times Square as one New York's most important public spaces. The study has been cited by numerous news sources, including Crain's New York Business and the Associated Press.