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For over 15 years the Times Square Alliance has worked to solidify the position of Times Square as the "crossroads of the world" and to cultivate the creativity, energy and edginess that have made the area so important to entertainment culture and urban life for over a century. The Alliance works to encourage economic development and public improvements, advocates on behalf of its constituents and helps to coordinate numerous major events in Times Square, including the annual Broadway on Broadway and New Year's Eve celebrations.