Pretty soon, your Midtown commute could come with a little more entertainment.
The 34th Street Partnership, the business improvement district that manages the pedestrian plazas surrounding Herald Square and Greeley Square, has issued a new request for proposals seeking a business to bring “amusement rides, mechanical attractions, arcade games, or similar outdoor activities” to the bustling Midtown Manhattan corridor.
The proposal is part of an Outdoor Recreation Subconcession issued by the 34th Street Partnership, and businesses interested in operating the attractions have until 10 am on October 13, 2026 to submit their proposals.
That doesn’t mean a new attraction is definitely coming just yet. The Partnership is currently looking for an operator, and the final activities will depend on the proposal that’s selected and subsequent approvals.
From Pedestrian Plaza to Midtown Entertainment Hub
Located at Broadway and 6th Avenue (between West 32nd and West 36th Streets), the target area sits directly in the shadow of the iconic Macy’s Herald Square flagship. It’s one of the most heavily trafficked pedestrian corridors in New York City.
- The Foot Traffic: An estimated 100 million people pass through these plazas every single year, according to the Office of Citywide Event Coordination and Management
- The Current Vibe: Since the 2009 “Broadway Boulevard” project closed parts of Broadway to vehicular traffic, the plaza has primarily housed chairs, tables, planters, umbrellas, and occasional programming like dance classes or pop-up markets
- The Future Vision: If the proposal is successful, nearly 39,759 square feet of the plazas could be dedicated to new outdoor rides, games, mechanical attractions, and other recreational activities
What Could Come to Herald Square?
According to the Partnership’s request for proposals, the organization is looking for an operator that can provide outdoor recreation and entertainment within the pedestrian plazas.
The RFP specifically mentions:
- Amusement rides
- Mechanical attractions
- Arcade games
- Similar outdoor activities
The proposed recreation would take place within portions of the existing pedestrian plaza space surrounding Herald Square and Greeley Square, rather than replacing the parks themselves.
The Rules of the Rides
Before you picture permanent structures taking over the plazas, the RFP lays out several requirements for the future operator:
- No Permanent Structures: All rides, games, and attractions must be movable. No permanent infrastructure will be permitted in the plazas
- Strict Operating Hours: Amusements cannot open before 7 am or operate past 11 pm, ensuring the area quiets down overnight
- Clear Walkways: Concessions and attractions absolutely cannot block pedestrian walkways or impede public safety
- Immaculate Upkeep: The winning operator must clean the area continuously throughout the day—trash buildup for end-of-day removal is strictly prohibited
Is Anything Actually Coming to Herald Square Yet?
Not yet.
The 34th Street Partnership is currently seeking businesses to submit proposals for the outdoor recreation concession. The RFP does not guarantee that any particular ride, game, or attraction will ultimately be installed.
The Partnership will review the proposals, and any eventual operation would also require approval from the NYC Department of Transportation.
The selected operator would initially enter into a one-year agreement, with the possibility of up to four additional years of renewals. For now, the next date to watch is October 13, 2026, when proposals are due.
So while your Midtown commute isn’t getting a makeover just yet, the busy plazas outside Macy’s could eventually have a lot more going on than tables, chairs, and the occasional pop-up event.
The Quick Details
- What: A proposed outdoor recreation concession featuring potential rides, mechanical attractions, arcade games, and similar activities
- Where: Herald Square Plaza and Greeley Square Park (Broadway and 6th Avenue, between W 32nd and W 36th Streets)
- When: Proposals are due October 13, 2026; opening dates are TBD pending a winning bid