What was Times Square called before it received its current name in 1904?

Before it was renamed in 1904, Times Square was called Longacre Square.

The area at the intersection of Broadway and Seventh Avenue was known as Longacre Square during the nineteenth century. The name reflected the district's association with carriage manufacturing and the London district of Long Acre, which had a similar connection to coach building.

The New York Times announced plans to move its headquarters to a new tower at the site. After the newspaper's building opened, the city renamed the surrounding area Times Square in April 1904. The new name quickly became connected with theaters, advertising, transportation, and public celebrations.

The Times later moved away, but its name remained. The square's New Year's Eve prominence grew from celebrations organized for the newspaper and developed into the annual ball-drop event. Longacre Square is therefore a historical name for the location, not the name of a separate modern neighborhood or celebration.