If you’ve ever driven down the Gulf Coast of Florida, you’ve seen it. A massive, candy-pink castle rising out of the white sands of St. Pete Beach like a hallucination. It’s the Don CeSar. Locally, we just call it the "Pink Palace." But honestly, most of the people snapping selfies in front of its Mediterranean towers don't realize that this place was nearly a pile of rubble fifty years ago.
It’s legendary. It’s also kind of weird.
The Don CeSar isn't just a hotel; it’s a survivor. It weathered the Great Depression, a literal government takeover, decades of neglect where it looked like a set from a horror movie, and most recently, a brutal 2024 hurricane season that forced it to shut its doors for six months. As of March 2026, the hotel is back in full swing, but the "Instagrammable" version you see today is only half the story.
The Heartbreak That Built the Bricks
People love a good ghost story, and the Don CeSar has the ultimate one. The whole place was basically a $1 million "I miss you" card.
Thomas Rowe, an Irish immigrant with a dapper sense of style and a very weak heart, built the hotel in 1928. The legend says he met a girl named Lucinda in London while he was studying there. They used to meet by a fountain. Her parents hated him, whisked her back to Spain, and he never saw her again. Years later, he received news of her death.
Heartbroken? Absolutely.
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So, he moves to Florida and builds this sprawling pink monument to her memory, naming it after the hero of their favorite opera, Maritana. He even built a replica of their meeting fountain in the lobby.
Now, is that 100% historically accurate? Some historians side-eye the Lucinda story because there’s no record of her in the opera’s playbills from that era. But Thomas Rowe was a real guy, and he really did die in the lobby of his own hotel in 1940. If you’re staying on the fifth floor—where he lived—and you see a guy in a white summer suit and a Panama hat, you’re not alone. Guests have been reporting that exact sighting for decades.
From High Society to "Government Green"
The 1930s were the heyday. We're talking F. Scott Fitzgerald, Al Capone, and Franklin D. Roosevelt. The New York Yankees used to check in for spring training because Rowe made them a deal: all the steak and fresh milk they could consume.
Then came World War II.
The Army basically seized the hotel for $440,000—a fraction of what it cost to build. They gutted the luxury. They painted the walls that "government green" everyone loves to hate. It became a military hospital and then a convalescent center for airmen suffering from combat fatigue.
Imagine being a pilot coming back from Europe and being told you’re recovering in a pink palace on the beach. Not a bad deal.
After the war, it turned into a VA administrative office. By the late 60s, it was an eyesore. The paint was peeling, the windows were broken, and the government was ready to tear it down. If it weren't for a group of local activists who started the "Save the Don" movement in 1971, this would be just another beachfront condo complex right now.
The Modern Revival (and the 2025 Hurdle)
The Don CeSar you visit today has undergone a massive, multi-year facelift. The 277 rooms were recently redone with this "coastal chic" vibe—lots of wicker, blush tones, and flamingo prints. It feels expensive because it is.
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But 2024 was a reality check. Hurricanes Helene and Milton hammered the Gulf Coast. The Don took a beating, suffering some of the worst damage in its 97-year history.
It was a ghost town for half a year.
The hotel finally reopened in late March 2025, but the work didn't stop there. Throughout the rest of 2025 and into 2026, crews have been meticulously restoring the Grand Ballroom and the retail spaces. It’s a reminder that as grand as the Pink Palace is, it’s still at the mercy of the Gulf of Mexico.
What You Should Actually Do There
If you’re planning a trip, don't just sit by the pool. Everyone does that.
- Go to the Rooftop: The Beacon Pool Bar & Lookout has some of the best views of the sunset. It’s a two-story setup that lets you see the curve of the island.
- The Maritana: This is the hotel’s signature restaurant. It’s sea-to-table and very Art Deco. It’s pricey, but the salt-crusted fish is worth it if you’re celebrating something.
- Find the Hidden History: Walk the hallways on the upper floors. You can still feel the "fortress" construction that William Bowman’s engineers discovered in the 70s. The walls are thick, solid concrete.
Is it Worth the Hype?
Honestly, the Don CeSar is polarizing. Some people think it’s overpriced and the rooms are smaller than modern resorts (that’s the reality of a 1920s floor plan). Others think the history and the sheer "pinkness" of it all make it the only place to stay in St. Pete.
You’ve got to appreciate the soul of the building. It’s been a playground, a hospital, a derelict ruin, and a survivor.
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The service is top-tier, and they’ve leaned hard into the pet-friendly vibe lately, offering customized dog-walking routes and gourmet treats. If you have the budget, it’s a bucket-list Florida experience. Just don't be surprised if the elevator acts a little wonky or you feel a draft in a hallway with no windows. Thomas Rowe is still the manager, even if he hasn't been on the payroll since 1940.
Actionable Insights for Your Visit
- Book the Beach House Suites: If you have kids, the main hotel can feel a bit tight. The Beach House Suites are a mile down the road, have more space, and you still get full access to the main resort’s pools and spa.
- Timing Matters: To avoid the worst of the humidity and the crowds, visit in late October or early November. The rates drop slightly, and the "haunted" history feels a lot more real when there’s a slight chill in the salt air.
- Check the Renovation Status: Since repairs from the 2024 storms are ongoing in specific wings through the end of 2025, always ask if your specific room is in a "completed" section to avoid construction noise.
- Download the App: The hotel has its own app now for everything from ordering poolside drinks to checking out. It’s surprisingly functional for a building that predates the television.
The Pink Palace isn't going anywhere. It’s survived 100 years of Florida chaos, and it’ll probably survive another 100. Just remember to say hi to the guy in the Panama hat if you see him by the fountain.