If you walked down 8th Avenue in the late 1980s, you couldn't miss it. The neon. The hum. The massive sign that basically defined the Times Square skyline before the area got all sanitized and corporate. The Milford Plaza Hotel NYC wasn't just a place to sleep; it was a vibe. It was the "Lullaby of Broadway."
But honestly? If you go looking for it today, you won't find that name on the door. It’s gone. Or rather, it evolved into something else entirely, leaving behind a trail of nostalgia and some pretty wild New York City history.
People always ask what happened to the place. Was it torn down? Did it go bankrupt? The truth is a bit more nuanced. It’s a story of real estate gambles, a catchy jingle that stayed stuck in everyone's head for decades, and the total transformation of the Theater District.
The Glory Days of the Milford Plaza Hotel NYC
Back in the day, the Milford Plaza was the king of convenience. It sat right at 700 8th Avenue, taking up an entire city block between 44th and 45th Streets. That’s prime real estate. You’re talking steps from the Majestic Theatre and the St. James.
It opened its doors originally as the Lincoln Hotel in 1928. It was huge. 1,300 rooms. At the time, it was one of the largest hotels in the world, designed by the firm Schwartz & Gross. But like a lot of New York, it hit some rough patches. By the 1970s, the area was, well, gritty. That’s putting it nicely.
Then came the Milstein family.
Seymour Milstein and his brother Paul bought the place in the late 70s. They dumped millions into it and rebranded it as the Milford Plaza Hotel NYC in 1980. They knew they couldn't compete with the Waldorf Astoria for luxury, so they went for the "everyman" theater-goer. Their marketing was genius. They launched the "Lullaby of Broadway" campaign, featuring actors and hotel staff singing the famous tune. It worked.
The hotel became the go-to for tourists who wanted to be in the heart of the action without paying Fifth Avenue prices. It was functional. It was loud. It was New York.
Why the Jingle Actually Mattered
You might think a TV commercial is just a commercial. Not this one. The "Lullaby of Broadway" ad ran for years. It created this sense of security for people coming from the Midwest or Europe who were maybe a little scared of 1980s New York. The Milford Plaza felt like a safe home base.
It also pioneered the "Broadway Package." They were among the first to bundle room rates with show tickets. Today, every travel site does this, but back then, it was kinda revolutionary. They understood their audience perfectly.
The Decline and the $640 Million Shift
Everything changes. By the mid-2000s, the "Lullaby" started sounding a bit off-key. The rooms were getting tired. The brass was tarnished. Meanwhile, Times Square was changing rapidly. The Disney-fication of 42nd Street meant that "budget" hotels on 8th Avenue were sitting on gold mines.
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The Milsteins eventually decided to move on.
In 2010, the hotel closed its doors for what was supposed to be a massive renovation. But the real story was behind the scenes. The property was sold to Rockpoint Group and hotelier Ashish Sarin for roughly $445 million. A few years later, the land under the building was sold separately for hundreds of millions more.
This is where it gets confusing for people trying to book a stay there now.
The Milford Plaza Hotel NYC officially ceased to exist in name. After a massive, $140 million overhaul, it reopened in 2013 as Row NYC.
Row NYC: A Different Beast Entirely
Walking into the building now feels nothing like the old Milford. The kitschy, gold-toned lobby is gone. In its place is a sleek, "urban grit" aesthetic that feels very much like 21st-century New York.
They traded the singing bellhops for:
- A high-end food hall (City Kitchen).
- Designer lighting.
- Spinning studios.
- Art installations.
The room count stayed high—over 1,300 rooms—but the vibe shifted from "theater fan grandma" to "Instagramming millennial." It was a necessary evolution, but for those who stayed at the Milford Plaza in 1992, it’s unrecognizable.
What Most People Get Wrong About the Building
There’s a common myth that the building was demolished. It wasn't. The bones of the 1928 Lincoln Hotel are still there. If you look at the exterior of Row NYC, you can still see the classic brickwork and the massive scale of the original structure.
Another misconception? That it was always a "cheap" hotel. While it was affordable compared to the Marriott Marquis, the Milford Plaza was a powerhouse. It consistently had some of the highest occupancy rates in the city. They weren't struggling for guests; they were just playing a different game than the luxury towers.
The Reality of Staying on 8th Avenue Today
If you're looking at the old Milford Plaza Hotel NYC site (now Row NYC) for a trip, you need to know what you're getting into.
- Space is tight. These are old 1920s room footprints. Even with modern furniture, you aren't getting a sprawling suite unless you pay a massive premium.
- The Noise. You are on 8th Avenue. It’s loud. It’s always been loud. The Milford had thick curtains, but Row NYC relies on better windows. Still, the city doesn't sleep here.
- The Location. It remains unbeatable for theater. You can walk out the door and be in your seat at The Book of Mormon or Hamilton in five minutes.
Moving Past the Nostalgia
It’s easy to get misty-eyed about the old "Lullaby of Broadway" days. There was something charmingly tacky about it. But the New York of 1980 is gone, and the hotel industry had to follow suit.
The Milford Plaza represented a specific era where Times Square was transitioning from "dangerous" to "tourist mecca." It provided a bridge for millions of people to experience Broadway for the first time.
Today, the site is a reflection of New York’s current state: polished, expensive, and hyper-designed. Whether that’s an upgrade or a loss depends entirely on how much you miss that neon sign.
Actionable Tips for Your Next Visit
If you're planning a trip to the site of the former Milford Plaza:
- Check the specific room size. Some rooms at Row NYC are "European style," which is code for "you can touch both walls at once."
- Use the 44th Street entrance. The 8th Avenue side is chaotic. The side street entrance is often much calmer for Uber pickups and drop-offs.
- Visit City Kitchen. Even if you aren't staying there, the food hall inside (on the second floor) is actually one of the better spots in Times Square for a quick, non-chain meal. The lobster rolls are legit.
- Look for the "Lincoln" details. Next time you're in the lobby, look for any remaining architectural flourishes from the 1928 original. They are hard to find, but they're there.
The era of the Milford Plaza Hotel NYC might be over, but the building remains a cornerstone of the New York experience. It survived the Great Depression, the decline of the 70s, and the total rebranding of the 2010s. It’s a survivor, just like the city itself.