The Times Square-based NFL Experience—a 40,000-square-foot attraction featuring a 4-D roller-coaster theater—is closing doors on September 30 after being open for just 10 months, according to the New York Post. The project—a joint venture between the NFL and Cirque du Soleil—was not able to meet its financial goals.

“Despite our team’s dedicated efforts, we were simply unsuccessful at meeting the financial goals,” a Cirque du Soleil spokesperson told the newspaper. The Post article noted that high ticket prices ($37 for adults, $29 for children) and a lack of marketing could have played a role in the closure.

A state filing indicates the 90 employees will lose their jobs.

A message on the website is below:


Dear Football Fans:

We unfortunately have to end our season early. We will be permanently closing our doors on September 30, 2018.

Opening a football destination in the heart of New York City has been quite an adventure! We hope you had a blast going from the practice field to the Super Bowl, measuring up against our sport’s greatest champions, learning complex game strategies and even celebrating with the Vince Lombardi trophy.

There is still time to take on the challenge! Come and visit us from 10 a.m. to 8 p.m. every day until September 30.

Thank you for coming along for the ride. Enjoy the season!

The NFL Experience Times Square Team

Photo courtesy NFL