By Joe Marzo
For nearly a century, the Don CeSar Hotel, affectionately known as “The Pink Palace,” has stood as an iconic symbol of luxury and grandeur on the shores of St. Pete Beach. With its rich history filled with glamor, war, decline, and revival, the story of the Don CeSar mirrors the broader historical arcs of Florida’s tourism and economic fortunes. This detailed account explores the people, events, and cultural shifts that shaped the legend of this famous hotel.
The Vision of Thomas Rowe: Dreams of a Mediterranean Palace
The history of the Don CeSar begins with its visionary creator, Thomas Rowe, a man driven by ambition, romance, and the allure of the Mediterranean. Born in Virginia in 1879, Rowe was a real estate developer who, after successful ventures in Washington, D.C., and New York, decided to stake his claim in Florida’s growing tourism market during the early 20th century land boom.
Rowe’s inspiration for the Don CeSar was deeply personal. During his youth, he studied in England and traveled extensively across Europe. It was in Spain that Rowe became enchanted by Mediterranean architecture—grand, castle-like structures with intricate details and expansive views. He also purportedly fell in love with a Spanish opera singer named Lucinda, whom he met in London. Their ill-fated romance—due to Lucinda’s parents forbidding the relationship—left a lasting impression on Rowe. The couple would meet in secret by a fountain and planned to marry, but were torn apart. In a letter to Rowe, Lucinda wrote, “Time is infinite. I wait for you by our fountain to share our eternal love.”
Upon returning to the United States, Rowe carried both the architectural inspiration of the Mediterranean and his lost love with him, and he channeled both into his dream of building a grand hotel on the shores of Florida. In 1924, he acquired 80 acres of land on St. Pete Beach, which at the time was little more than a barren stretch of sand dunes.
The Construction: Building the Pink Palace
Construction of the Don CeSar began in 1926, designed by architects Henry Dupont and Carlton Beard. The building’s design was heavily influenced by Mediterranean and Moorish architecture, featuring elements such as pink stucco walls, towering turrets, balconies, and arched windows. Rowe chose pink for the exterior because he wanted the hotel to stand out against the Florida sky and sea, creating a striking, fairy-tale-like image. The color, inspired by the pastel hues of Caribbean palaces and European castles, became synonymous with the Don CeSar and remains its signature look.
The construction was no small feat. Costs soared to over $1.25 million—an astronomical amount at the time—and Rowe spared no expense. The hotel boasted 10 stories, 220 guest rooms, luxury suites, ballrooms, a grand lobby, multiple dining rooms, and lavish gardens. Every detail was meticulously curated to appeal to the wealthy clientele Rowe sought to attract. Despite financial challenges, Rowe’s dream materialized, and the hotel opened its doors on January 16, 1928.
The Roaring Twenties: Glamour, Celebrities, and High Society
The Don CeSar opened at the peak of the Roaring Twenties, a period marked by economic prosperity, jazz, and luxury. The timing was perfect, as the hotel immediately became a magnet for the rich and famous. Guests included major celebrities of the day, such as F. Scott Fitzgerald and his wife, Zelda, who were frequent visitors. Fitzgerald, enchanted by the
hotel’s atmosphere, supposedly worked on some of his writing while staying there.
Al Capone, the notorious Chicago gangster, was another high-profile guest, seeking refuge in Florida’s warmer climate and staying at the Don CeSar to enjoy its seclusion. Lou Gehrig, the famed baseball player, and other notable sports figures often visited, adding to the
hotel’s reputation as a playground for the elite.
Beyond celebrities, the Don CeSar was frequented by captains of industry, political figures, and high-society vacationers from New York, Chicago, and beyond. Its luxurious amenities—such as saltwater pools, private beach access, fine dining, and grand entertainment venues—set it apart from other Florida hotels of the era.
The Impact of the Great Depression
The golden age of the Don CeSar was brief. When the stock market crashed in 1929, the economic shockwaves of the Great Depression reached even Florida’s most glamorous destinations. The tourism industry was devastated, and the flow of wealthy guests dried up.
By 1931, many hotels, including the Don CeSar, struggled to keep their doors open.
Thomas Rowe, who had poured his fortune into the hotel, was hit hard. He mortgaged the hotel to stay afloat, and despite his best efforts to attract guests, he could not keep up with the financial demands. In a personal blow, Rowe’s health deteriorated as his debts mounted. He passed away in 1940 from a heart attack, leaving the hotel in a precarious position.
Following Rowe’s death, the ownership of the hotel passed to his estranged wife, who had no interest in maintaining the property. The once-glamorous hotel began to fall into disrepair, a sad reflection of the economic challenges of the era.
World War II: The Don CeSar Becomes a Military Hospital
In 1942, with the U.S. fully involved in World War II, the federal government seized the Don CeSar under the War Powers Act. The hotel was transformed into a U.S. Army Air Corps hospital for soldiers suffering from physical injuries and mental health conditions such as "shell shock" (now recognized as PTSD). The grand ballroom, which had once hosted lavish dances and galas, became a makeshift hospital ward. The luxurious suites were converted into treatment rooms, and the hotel’s sprawling grounds were repurposed to accommodate military needs.
After the war, the Don CeSar continued its military service, functioning as an administrative center for the U.S. Veterans Administration. By the mid-1940s, the Pink Palace had little resemblance to its former glory, and as the years passed, it became clear that the building was at risk of being abandoned entirely.
Post-War Decline and Near Demolition
After the war, the Don CeSar sat empty, deteriorating for nearly two decades. Its once-vibrant pink walls faded, the grand rooms were left vacant, and nature began to reclaim the land surrounding the hotel. By the 1960s, the structure had fallen into such disrepair that it was slated for demolition. Developers had their eyes on the prime beachfront location, envisioning new high-rise condos or modern resorts replacing the once-iconic hotel.
However, local residents and historical preservationists launched a passionate campaign to save the Don CeSar. Recognizing its architectural significance and rich history, they pushed to have the hotel listed on the National Register of Historic Places, which was achieved in 1972. This status protected the building from demolition and set the stage for its revival.
The Revival: Restoration and Return to Grandeur
In 1972, William Bowman, an enterprising hotelier, purchased the Don CeSar and embarked on an ambitious $3.5 million restoration project to return the hotel to its former splendor. The renovation was meticulous—restoring the faded pink exterior, recreating the hotel’s grand interiors, and updating amenities to meet the expectations of modern guests while preserving its historic charm.
In 1973, the Don CeSar reopened as a luxury resort, once again drawing visitors to its opulent halls and pristine beachfront. Bowman’s gamble paid off, and the Pink Palace experienced a renaissance, becoming a sought-after destination for travelers seeking a blend of old-world charm and modern luxury.
The Don CeSar Today: A Landmark of Florida’s West Coast
Today, the Don CeSar Hotel is more than just a place to stay—it’s a landmark of Florida’s west coast and a living reminder of the state’s rich history. The hotel offers 277 guest rooms, including luxurious suites, world-class dining, a full-service spa, and access to one of the best beaches in the country. The Don CeSar’s signature pink facade remains as vibrant as ever, a testament to the timeless elegance of the property.
Visitors from around the world continue to be captivated by the hotel’s storied past. The Don CeSar’s grand ballroom once again hosts glamorous events, and the hotel frequently accommodates weddings, conferences, and high-end social gatherings. Its presence on the National Register of Historic Places ensures that it will be preserved for generations to come.
The Enduring Mystique: Legends and Ghosts
Adding to the Don CeSar’s intrigue is the persistent rumor of a hidden treasure. Some believe that Thomas Rowe, in a nod to Florida’s pirate lore, hid a fortune in gold coins somewhere on the property before his death. Despite searches and speculation, no treasure has ever been found.
Furthermore, guests and staff have reported sightings of Thomas Rowe’s ghost wandering the halls, said to be waiting for his lost love, Lucinda, to join him. These tales, whether true or not, add to the hotel's allure and mystery.
Conclusion: A Legacy of Elegance and Endurance
The Don CeSar Hotel is more than a Florida landmark—it’s a symbol of resilience, romance, and the enduring spirit of a grand vision. From its glamorous opening in the Roaring Twenties to its time as a military hospital, near demolition, and ultimate revival, the Pink Palace has weathered the storms of history and emerged as an icon of the Gulf Coast. Whether visiting for a weekend or simply admiring its beauty from the beach, the Don CeSar remains a timeless reminder of Florida’s storied past.
Sources:
National Register of Historic Places
"Tampa Bay History Center," University of South Florida
St. Petersburg Historical Society
Florida Memory
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