American Horse Exchange

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This point was named Longacre Square, in the last half of the nineteenth century, after Long Acre, London's carriage-making and horse trade center. As if to sum up the neighborhood's reinvention-from horse-related business district to entertainment center-in one event, William Henry Vanderbilt's American Horse Exchange building at 50th and Broadway became the Winter Garden theater in 1910 (launching Al Jolson's career in the process) . The south end of Longacre Square became Times Square in 1904 when the new subway station was named for the New York Times.