If you walked down 8th Avenue in the 1980s, you couldn't miss it. The neon glow. That infectious jingle. Milford Plaza New York wasn't just a hotel; it was a phenomenon that basically defined a specific era of Manhattan tourism. It was the "Lullaby of Broadway," or at least that’s what the commercials screamed at you every fifteen minutes.
Honestly, the place was massive. We're talking 1,300 rooms packed into a block between 44th and 45th Streets. It was the go-to spot for every high school marching band, budget-conscious European tourist, and theater geek looking to be "in the heart of it all" without spending a month’s rent on a single night's stay. But the building's history is way more than just a catchy tune and some cheap rooms. It’s a story of survival, rebranding, and the eventual gentrification of Times Square.
The Lincoln Hotel Days
Long before it was the Milford Plaza, the building opened in 1928 as the Lincoln Hotel. This was the Jazz Age. People were fancy. The architect, John E. Eberson, didn't hold back on the Neo-Renaissance details. Back then, it was actually one of the tallest hotels in the city. You had big names like Count Basie and Artie Shaw playing the Blue Room. It was cool. It was sophisticated.
Then things got weird.
By the 1960s and 70s, the area around Times Square had turned into a "No-Go" zone for a lot of people. The Lincoln struggled. It eventually closed down in the mid-70s and sat there, a giant empty shell in a neighborhood that was, quite frankly, pretty dangerous at the time. It’s hard to imagine now when you look at the Disney-fied version of 42nd Street, but back then, that corner of 8th Avenue was rough.
Enter the Milstein Family
In the late 70s, the Milstein family—legendary New York real estate developers—saw something nobody else did. They bought the place. They dumped about $30 million into it, which was a huge gamble in 1980. They renamed it the Milford Plaza New York and launched one of the most successful marketing campaigns in the history of the hospitality industry.
You remember the song. "The Lullaby of Broadway."
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They leaned hard into the theater connection. They weren't selling luxury; they were selling access. The rooms were small. Some would say tiny. But you didn't stay at the Milford Plaza to hang out in your room. You stayed there so you could walk out the front door and be at the stage door of the Majestic Theatre in three minutes.
It worked. For three decades, it was one of the most profitable hotels in the city because it operated on volume. They kept the prices low and the occupancy high. It was a well-oiled machine that processed thousands of tourists every single week.
The Legend of the Security and the "Vibe"
Staying at the Milford Plaza was an experience. You’ve probably heard stories about the elevators. They were notoriously slow. You’d stand there with 40 other people from Iowa, all wearing "I Heart NY" shirts, waiting for a car that might or might not stop on your floor.
And the security? It was legendary for being strict. They had a "no guests" policy that was enforced like it was a maximum-security prison. If you weren't wearing a guest wristband or carrying a key, you weren't getting past the lobby. This was a necessity, given the neighborhood's reputation at the time. It gave travelers a sense of safety in a city that felt chaotic.
The decor was... distinctive. Red carpets everywhere. Brass fixtures that saw a lot of polish. It felt like a stage set. It was theatrical in its own right, mirroring the Broadway shows just outside.
The Transformation into Row NYC
Nothing stays the same in Manhattan. By the late 2000s, the "budget theater hotel" model was starting to age. Travelers wanted boutique experiences, high-speed Wi-Fi, and artisanal coffee, not just a bed and a jingle.
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The hotel closed in 2009 for a massive overhaul. It didn't just get a facelift; it got a soul transplant. When it reopened, it was eventually rebranded as Row NYC.
The change was jarring for regulars. The old-school theater charm was replaced by "urban grit" aesthetics. They brought in high-end food vendors like City Kitchen. The lobby turned into a sleek, neon-lit social hub. It was trying to capture the new energy of the 21st-century Times Square—cleaner, more expensive, and very Instagrammable.
What happened to the "Lullaby"?
The jingle died with the renovation. If you walk into Row NYC today, you won't hear a hint of the old Milford Plaza. It’s all about the "NY Crew" vibe now. But for a certain generation of New Yorkers and travelers, the building will always be the Milford.
Why the Location Still Matters
Even under the new branding, the site of the Milford Plaza New York remains prime real estate for one reason: geometry.
- Proximity to the Port Authority: It’s a literal stones-throw from the bus terminal. If you’re coming in from Jersey or upstate, you’re there in seconds.
- The Broadway Box: It sits right in the middle of the most famous theaters in the world. The Music Box, the Imperial, the Richard Rodgers—they are all within a two-block radius.
- 8th Avenue Transit: You have the A, C, and E trains right there. You can get to the Village or the Upper West Side without a transfer.
Common Misconceptions About the Property
People often think the building was torn down. It wasn't. The bones of that 1928 Lincoln Hotel are still there under the modern facade. The structure is incredibly sturdy, built with the kind of masonry you just don't see in modern glass towers.
Another myth is that it was always a "cheap" hotel. While it was affordable compared to the Waldorf Astoria, in its early days as the Lincoln, it was a legitimate luxury destination. It only became a budget icon because of the economic shift in the neighborhood during the 70s.
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Navigating the Area Today
If you're visiting the site of the former Milford Plaza New York today, the vibe is vastly different. 8th Avenue is no longer the "Wild West." It’s packed with salad chains, souvenir shops, and commuters.
- Food Tip: Don't just eat in the hotel. While City Kitchen inside Row NYC is good (the tacos are legit), walk a few blocks west to 9th Avenue. That’s where the locals eat. You’ll find better prices and way more variety in Hell’s Kitchen.
- The Best View: If you can get a room on a higher floor facing East, you can actually see the bustle of Times Square without having to hear it. It’s one of the few spots where you can appreciate the scale of the city in relative silence.
- Stage Door Access: If you’re there for a show, the 44th Street entrance is your best friend. It lets you out right near the stage doors where actors come out after the curtain call.
The Legacy of a Landmark
The Milford Plaza New York represented a time when New York was trying to find its footing. It was a bridge between the dangerous "Fear City" era and the modern, polished metropolis we see today. It proved that you could make a fortune by making the city accessible to the middle class.
It wasn't perfect. The rooms were tiny, the elevators were a nightmare, and that jingle was enough to drive you crazy. But it had character. It had a specific New York grit that felt authentic.
Today, the building continues to evolve. Whether it's the Lincoln, the Milford, or the Row, it remains a silent observer of the theater district's constant reinvention. It's a reminder that in New York, the only thing that lasts is the location.
Actionable Next Steps for Travelers
If you're planning a trip to the site of the historic Milford Plaza (now Row NYC), keep these points in mind to maximize your stay:
- Check Room Dimensions: If you're booking at the current Row NYC, be aware that many rooms still retain the original "Lincoln Hotel" footprints. They are small. If you have a lot of luggage, look into "Superior" or "Deluxe" categories to avoid feeling cramped.
- Use the 8th Ave Entrance for Rideshare: Traffic on 44th and 45th is a disaster during theater "half-hour" (the 30 minutes before shows start). Tell your Uber or Lyft to meet you on 8th Avenue to save yourself 20 minutes of sitting in a gridlocked side street.
- Explore Hell's Kitchen: Use the hotel as a base, but spend your evenings on 9th Avenue. The area from 46th to 55th Street offers some of the best dining in the city without the "Times Square Tax" added to your bill.
- Book Early for Broadway Weeks: This location is still the most popular for theater fans. During "Broadway Week" (usually in January/February and September) when tickets are two-for-one, this hotel fills up months in advance.