On that occasion, and for almost a century thereafter, Times Square sign maker Artkraft Strauss was responsible for the ball-lowering. (For more information on the past and present of the New Year's Eve Ball itself, please click here.) In 1914, The New York Times outgrew Times Tower and relocated to 229 West 43rd Street. By then, New Year's Eve in Times Square was already a permanent part of our cultural fabric.