"The Great White Way" is a nickname for a section of Broadway in Midtown Manhattan that encompasses the Theater District. In 1880, Broadway between Union Square and Madison Square was illuminated by Brush arc lamps, making it among the first electrically lighted streets in the United States. By the 1890s, 23rd Street to 34th Street was so brightly illuminated by electrical advertising signs people began calling it "The Great White Way". As the theater district shifted uptown just before the turn of the century, the nickname stuck and became synonymous.