Times Square: Too much razzle-dazzle?

Written by Karl Reichert on February 18th, 2010

Every time I return to Times Square, I expect to experience more razzle-dazzle. In recent years the technology used in signage has advanced to the point where we are bombarded with more color, more motion and more light. While visiting New York City earlier this month to attend the St. Olaf Choir’s concert at Carnegie Hall, I wasn’t surprised to find myself asking: how much is too much?

We’re constantly bombarded by faster, brighter images on television and in cinemas, and while I’ve been acclimating to these trends, I started to feel a bit nauseated by all the visual stimulation at Times Square. Forget trying to take photos and/or video that adequately capture this locale. Times Square is a place you have to see for yourself.

In my work leading the renovation of the Capri Theater in North Minneapolis last year, I enjoyed working with architect Jon Baker to determine how best to retrofit our simple marquee with an electronic message board. Unlike the signs of Times Square (which cost millions of dollars), our budget allowed us to install a simple Daktronics message display in our marquee comprised of one color (amber) and one line of text.

Because I am the person responsible for programming this display each week at the Capri, I couldn’t stop thinking about the work that goes into programming and designing all of the signs at Times Square. At 2027 West Broadway, we are not competing for attention. At Times Square, each sign is like a spoiled child wanting to show off its new fashion forward clothing …. screaming for attention … needing to stand out in the crowd.

Can more color, motion (and in the future … 3D holographic images?) be thrust onto this space? I know the spirit of New York City mandates that the scene at 1 Times Square must get bigger and brighter, and next time I visit, perhaps I would be wise to bring along some Dramamine.


The Spirit of ‘76

Written by Karl Reichert on July 4th, 2009

09.UK.4thJuly.72I was a child of the Bicentennial, so Independence Day has always been significant to me. I was 12 years old when the United States turned 200. Throughout my sixth-grade year we wrote essays about what it means to be American, and from an artistic perspective, I was infatuated with the American flag.

In the bedroom I shared with my younger brothers Kurt and Eric, the walls were repainted blue and our cowboy curtains were replaced with a new “Spirit of 76” print. I felt honored to be alive and to witness this important birthday for our country.

Then imagine my dismay when I woke up on July 4, 1976, to clear blue skies. As a dairy farm kid, I knew that even a milestone holiday like the Bicentennial didn’t excuse us from milking the cows or feeding the pigs. However, I selfishly hoped for a morning rain that would cancel hay baling in the afternoon. Morning rain would have improved my chances of tuning our TV to the one channel we could get clearly — KXJB-TV (a CBS affiliate in Fargo, N.D.) — and watch Walter Cronkite cover the amazing celebrations planned for New York City. If Walter was there, I wanted to be there, too, witnessing another significant event through his eyes.

Alas, it was not meant to be. Clear skies meant there was hay to bail. We couldn’t afford to take the risk of the cut hay being exposed to rain. So we spent our day under clear skies and a hot sun raking and baling hay. This didn’t stop me from holding my own Bicentennial celebration in my daydreams. As a budding journalist, I fantasized about sitting next to Walter Cronkite, telling the masses from coast to coast all about a historic sailing regatta on the New York harbor.

That’s the way it was back then. Farm work had to come before fun and games.

At 12 years of age, I understood that we could not afford to let hay spoil because we wanted a picnic or to go swimming.

As I look back to that day 33 years ago, I realize now that my work in the alfalfa fields actually helped make me a better American. I learned how to be industrious. I became physically strong and healthy dragging and lifting those hay bales. Most importantly, however, I honed my skills as a daydreamer, and I learned to think big. What can be more American than that?