While tourists from all over the world descend on St. Pete Beach for its clear, calm waters, white sand beaches and laid-back vibe, it’s an iconic pink hotel that draws many to this area.
The Don CeSar, affectionately called “The Pink Palace,” opened its doors nearly 100 years ago as the rich and famous used the resort at their Florida playground. Well-known celebrities such as Marilyn Monroe, Lou Gehrig and Al Capone are just a few of the A-listers who danced in the grand ballroom, lounged on the sandy beaches and dined in the formal restaurant.
Over the decades, the resort has been through many changes, including being a hospital for veterans and being days away from demolition. However, those loyal to this historic hotel would not let its history
be erased.
One hundred years after construction began, the Don CeSar still stands tall in all her pink glory embracing original parts that still remain and eagerly advancing into a new century of life with modern upgrades that still honor the past.
Barbara Ready, General Manager of the Don CeSar, told USA TODAY NETWORK the resort has been a part of Florida’s story, and the St. Pete Beach community since its opening in 1928.
“Over the years, we’ve welcomed generations of guests, families celebrities and locals who have celebrated milestones, returned year after year and created lasting memories here,” Ready said. “From its glamorous early days to serving as a military hospital during World War II, the Don has experienced some remarkable chapters and continued to evolve while preserving its place as Florida landmark, As we prepare for our centennial in 2028, we’re excited to celebrate nearly 100 years of history while stepping into the future.”
Who built Florida’s 'Pink Palace,' the Don CeSar?
The Don CeSar was the dream of Irishman Thomas Rowe.
He modeled his pink palace after the Royal Hawaiian on Waikiki Beach. The name, Don CeSar, is a nod to a character in Rowe’s favorite opera, Maritana.
Celebrities and members of high society frequented the hotelalways dressed to impress. Legend has it, Rowe expected hotel guests to be on their best behavior and practice good manners while on property. He was known to tell gentleman to remove their hats when inside and escort guests out of the hotel if they were rude to employees.
For a short time, Rowe lived in a penthouse in the hotel. He ended up moving to two hotel rooms on the first floor to be closer to the staff, whom he considered family as he did not have any children.
Rowe collapsed in the lobby of the hotel in 1940. He received medical treatment in his nearby room, which is now a standard hotel room, but ultimately passed away from a heart attack.
He intended to leave the hotel to his employees but died before signing the appropriate paperwork. Instead, his estranged wife reluctantly took over ownership, a task she was not prepared for, and the hotel faced financial hardships.
Why did the government take over the Don CeSar?
Because of financial troubles, the U.S. Army purchased the Don CeSar in 1942.
It became a convalescent center for battle-fatigued World War II airmen. The space used as an elegant ballroom today, was a basketball court in the 1940s. Over time, the space also was used as various government entities such as a military hospital, offices for the U.S. Fish and Wildlife.
By 1969, the government moved out of the hotel, leaving the once glamorous pink castle abandoned and an eyesore.
How the Don CeSar was saved from demolition
Community members stepped and formed a “Save the Don” committee to save the iconic hotel that was days away from being demolished.
Their efforts worked as they were able to attract developer William Bowman Jr. who stepped in at the final hour and spearheaded a multimillion-dollar renovation. The Don CeSar reopened in all her glory in 1973.
One year later, the hotel was placed on the National Register of Historic American Places. In the years since, the Don CeSar has undergone numerous multi-million dollar renovations but still manages to keep some of the original charm and nostalgia.
“Come all ye who seek heath and rest for here, they are abundant,” reads a quote from the Don’s founder, Rowe, that is displayed on a plaque in the lobby.
“We look forward to continuing to welcome our neighbors, celebrate this community and give back to the place The Don has called home for nearly a century,” Ready said.
Michelle Spitzer is a journalist for The USA TODAY NETWORK-FLORIDA. As the network’s Rapid Response reporter, she covers Florida’s breaking news. You can get all of Florida’s best content directly in your inbox each weekday day by signing up for the free newsletter, Florida TODAY, at https://floridatoday.com/newsletters
This article originally appeared on Sarasota Herald-Tribune: Florida's pink palace hotel still iconic destination 100 years later
