The iconic billboards in Times Square will go dark for a minute Wednesday night to shine a light on the struggling restaurants, hospitality businesses and nonprofits amid the coronavirus pandemic, according to the Times Square Alliance.
More than 100 million pixels will be darkened at 9 p.m. at 46th Street and Broadway and the corner of 47th Street and Seventh Avenue to send a message that more federal support is needed, the group said.
The blackout will be followed by a video that will urge the insurance industry to honor business interruption claims and back legislation.
The video will include messages from Whoopi Goldberg, Rabbi Marvin Hier of the human rights group Simon Wiesenthal Center, chef Eric Ripert of famed eatery Le Bernardin, Broadway actress and singer Liz Dutton and local business leaders calling for the federal government and insurance companies to take action.
In addition to the Times Square Alliance, the coordinators of the publicity event are the Business Interruption Group, the NYC Hospitality Alliance and a coalition of restaurants and other businesses co-founded by Louisiana attorney John Houghtaling, according to the Insurance Journal.
“Business interruption insurance claims are being wrongfully denied. That is crippling the essential hospitality businesses that drive tourism and are woven into the fabric of our cities,” Houghtaling said, the outlet reported.
“The loss of revenue without the opportunity to recover lost funds robs business owners of the capital necessary to re-open,” he added.