'Greatest Selfie Location' Arrives With Times Square Ferris Wheel

MIDTOWN, MANHATTAN, NY – Vito Bruno may feel a bit like P.T. Barnum but firmly believes when it comes to all things New York City, the attitude should be, go bold or go home.

Bruno, who operates Brooklyn-based AMPM Entertainment Concepts, worked with the Times Square Alliance to bring an 11-story Ferris wheel to Times Square, where the city's newest attraction will begin spinning on Monday. The 12-minute ride, which is open to the public, is a celebratory tip of the cap to the New York City’s reopening and rides begin at $15. The site will operate from 12 p.m.-12 a.m. daily.

Between being situated in one of the city’s most recognizable settings and being brought to life by Times Square’s bright lights and pop of colors from pixels that light up location’s iconic billboards, Bruno said the Ferris wheel will serve as the world’s greatest selfie station.

The timing of the arrival of the 110-foot-tall ride couldn’t be better, Bruno said.

“People have been locked up, businesses have been locked down and this is a great way to get people back out and showcase the greatest street in the greatest city,” Bruno told Patch in a telephone interview on Friday. “New York is back, Broadway is back, Times Square is back.

“This is a big, bold way to bring people back. …this is New York’s newest landmark.”

Bruno said that the idea of bringing the Ferris wheel to Times Square came after seeing Toys 'R’ Us shutter its Ferris wheel in 2015. The attraction arrived in New York on trucks from Texas before workers from California and Florida will assemble the ride. That process can take up to four days before it opens to the public and will remain in Times Square until Sept. 14.

Bruno credits the Times Square Alliance and other city departments to get the process moving so that the Ferris wheel could find its way to Broadway between West 47th and West 48th streets. He met with Times Square Alliance President Tom Harris to pitch the idea of the attraction after Harris said he was looking for ways to bring people back to a part of the city that has been shuttered for the most part due to the ongoing coronavirus pandemic.

Harris told w42st.com that the Ferris wheel fits in line with Mayor Bill de Blasio's other events showcasing New York City's reopening and said the attraction should be a show-stopper.

“We want to give people that ‘wow’ moment to show them Times Square is back," Harris told the site.

Bruno calls the ride a feel-good way to bring people back to Times Square. He said in another interview that he expects de Blasio to visit the the site and may be among the first to jump aboard. Tickets for the Ferris wheel are available at the attraction's website.

Like Harris, he expects the reaction to be overwhelmingly positive.

“You get to see Times Square as never seen before,” he said Friday.

He added: “It’s great to see people out. People are so excited to see this project and people want to get out again ….it’s going to be the greatest thing ever."