In the heart of New York City’s iconic Times Square, Alpine Painting undertook a challenging yet rewarding project: restoring the structural steel supporting an Old Navy billboard. Contracted by Walton Signs, a national signage vendor for Old Navy and Gap, this endeavor showcased Alpine Painting’s expertise in industrial painting and structural restoration under demanding conditions.

The Challenge: A Rooftop Mission in Times Square

The billboard, perched atop a multi-story retail and tenant building, presented unique challenges from the outset. Built-in the mid-1900s, the structure had suffered decades of exposure to weather and wear, resulting in corrosion, peeling lead-based paint, missing bolts, and compromised steel integrity.

Adding to the complexity, the project required coordination with multiple stakeholders, including Walton Signs, the building owner Bow Tie Partners, and the tenant Old Navy/Gap. Limited access to the rooftop necessitated specialized rigging systems, while the high-traffic urban location demanded stringent safety protocols to protect both workers and the bustling streets below.

There was another element that complicated matters further. The project’s timeline was tight—just two months—to accommodate an incoming roofing contractor. This required precision planning, effective communication, and expert execution from start to finish.

Execution: Precision and Expertise in Action

The restoration began with thorough surface preparation, including power washing with 3,000 psi equipment, hand tool cleaning (SSPC-SP2), and power tool cleaning (SSPC-SP3). Containment tarps and netting were deployed to capture debris and minimize environmental impact.

Alpine Painting’s six highly skilled workers did welding repairs to address steel loss and unstable connections. Lead-safe practices were meticulously followed to manage the hazards of lead-based paint, ensuring the safety of workers and the environment.

For the coating system, Alpine Painting selected Sherwin Williams Duraplate 235 epoxy primer and High Solids Polyurethane 250 topcoat. These high-performance coatings were chosen for their durability, rust inhibition, and UV resistance, ensuring the structure’s long-term protection and aesthetic appeal.

Navigating Complexity: Communication and Coordination

One of the defining aspects of this project was the seamless coordination required among all stakeholders. Alpine Painting’s team, led by Dave Scaturro, maintained constant communication with Walton Signs, the building owner, and the tenant. Pre-work onsite meetings and detailed work proposals ensured everyone was aligned on the project’s progress and safety protocols.

The team’s proactive approach extended to addressing unforeseen challenges. When additional structural repairs were identified, Alpine Painting managed these within the existing budget and schedule, avoiding delays or additional costs to the client.

Safety: A Non-Negotiable Priority

Safety was at the forefront of every decision. Alpine Painting implemented a comprehensive safety plan, including a Job Site Hazard Analysis (JHA), pre-job walkthroughs, and regular toolbox talks. Specialized rigging and fall protection measures ensured worker safety at height, while tethered tools prevented accidents in the densely populated area below.

A Unique Undertaking: Times Square’s High-Profile Setting

This project stood out not only for its technical complexity but also for its high-profile location. The billboard’s prominent position in Times Square brought added visibility to the restoration, highlighting Alpine Painting’s capabilities in tackling challenging, high-stakes projects.

Walton Signs praised Alpine Painting for their meticulous planning, adherence to schedule, and flawless execution. “The Alpine team met all project benchmarks, adhered to permit and code requirements, came in on budget, and kept the Walton team apprised throughout the project,” the client shared. The work was completed without incident, and no follow-up visits were required to address missed areas or clean-up concerns.

From the rooftop environment to the tight timeline and multi-stakeholder coordination, every aspect of the project required Alpine Painting’s expertise and commitment to excellence.

The Result: A Landmark Restored

By the end of June 2024, Alpine Painting restored over 100,000 lineal feet of structural steel, delivering a result that exceeded the client's expectations. The billboard now stands as a testament to the durability of Sherwin Williams’ coatings and the skill of Alpine Painting’s team, ensuring it will remain a Times Square icon for years to come.

This project demonstrated Alpine Painting’s technical expertise and highlighted its ability to navigate complex challenges with precision, professionalism, and a focus on client satisfaction. It’s no wonder Alpine Painting continues to set the standard in industrial painting.