Get ready for a week-long closure of Broadway from 34th to 47th Streets that starts Sunday, as the area transforms into Super Bowl Boulevard.
With the influx of visitors in the neighborhood for the football-themed attractions, many of the businesses that call the area home year-round want visitors to know they're open for business, too.
The attractions are expected to draw visitors from around the world at a time of year when tourism is typically down.
Restaurants and theaters in the area are looking to capitalize on the increased attention.
"We want to welcome the Super Bowl attendees, we want them to feel great, but at the same time, we want them to also know that everyone can get to all of the theaters and restaurants because the cross streets are open," said Charlotte St. Martin, executive director of The Broadway League.
"I'm really really hoping the Super Bowl, this boulevard, is going to bring us some business," said Mohi Uddin, the manager of Times Square Brasserie.
Most of the main attractions for Super Bowl Boulevard open on Wednesday.