You’ve probably seen the neon "Row NYC" sign glowing over 8th Avenue if you’ve spent more than ten minutes in the Theater District. It’s hard to miss. For years, the Row Hotel NYC was the go-to recommendation for travelers who wanted to be "in the mix" without paying the astronomical rates of the Marriott Marquis or the Knickerbocker. It had that gritty-meets-glam aesthetic, a food hall that actually served decent pizza, and rooms that—while tiny—felt like a true New York City crash pad.
But things changed.
If you try to book a room there today, you'll notice something's off. The website doesn't look like a standard hotel portal anymore. That's because the Row isn't currently operating as a traditional hotel for tourists. Since late 2022, the property has been transitioned into a Humanitarian Emergency Response and Relief Center (HERRC). This isn't just a minor pivot; it’s a total shift in the building's identity that has sparked massive debate across the city.
The History of 700 8th Avenue
Before it was the Row, it was the Milford Plaza. And before that, it was the Royal Manhattan. This building has seen it all. Built in the late 1920s, it originally opened as the Lincoln Hotel. It was massive. Over 1,300 rooms. At the time, it was the height of Jazz Age luxury, sitting right on the edge of the burgeoning theater scene.
By the 1980s, it became the Milford Plaza. You might remember the old "Lullaby of Broadway" commercials. It was marketed as the "front row" of the Broadway experience. It was affordable. It was accessible. It was, honestly, a bit dated by the time the 2000s rolled around.
Then came the 2014 rebranding. Highgate Hotels and Rockpoint Group dumped millions into a renovation to turn it into the Row NYC. They leaned hard into the "urban grit" aesthetic. They hired street artists for the hallways. They put in District M—a bar that served La Colombe coffee by day and cocktails by night. They even opened City Kitchen, one of the first hotel food halls that actually drew in locals. It was a success story for a while.
Why the Row Hotel NYC Closed to the Public
The pandemic hit New York City hotels like a freight train. Times Square became a ghost town. When the city started seeing a massive influx of asylum seekers and migrants in 2022, the Mayor’s office had to find massive amounts of housing quickly. The Row, with its 1,300 rooms and central location, was a logical—if controversial—choice.
New York City entered into an agreement with the hotel owners. It wasn't a secret deal, but it certainly shifted the neighborhood dynamic. The hotel essentially became a government-contracted shelter. For the owners, it was a guaranteed check in an uncertain economy. For the city, it was a way to keep families off the street.
The scale is staggering. We are talking about thousands of people living in one of the busiest intersections in the world.
What This Means for Times Square Tourism
If you’re planning a trip to NYC right now, you can’t stay here. That’s the bottom line. However, its presence still affects the area. 8th Avenue between 44th and 45th Streets looks different than it did in 2019. You'll see more security, more city workers, and a lot of activity that doesn't look like typical tourist foot traffic.
Some neighboring businesses have struggled. Others have adapted. It’s a microcosm of the larger challenges New York is facing with its "Right to Shelter" laws.
The Experience Inside (When It Was a Hotel)
I remember staying there shortly after the 2014 renovation. The lobby was electric. It felt like you were in the middle of a movie set. The rooms, though? They were "Euro-style." That’s a polite way of saying you could touch both walls if you stretched your arms out.
But people loved it for the "Penthouse" vibes on a "Standard Room" budget. The iMac station in the lobby was always full of people printing boarding passes. The "Sugar Factory" next door was a neon-colored fever dream of overpriced candy and massive cocktails. It was quintessential Midtown.
- The Rooms: Minimalist. White linens. Bold accent walls. No closets, just "storage systems."
- The Location: Unbeatable if you like Broadway. You could walk out the door and be at the Majestic or the Music Box in two minutes.
- The Vibe: High-energy. Loud music in the lobby. Always a line at the elevators.
Honestly, it wasn't a place for a quiet getaway. It was a place for people who wanted to be in the center of the chaos.
The Financial Reality of the Property
Let's talk business. The Row NYC hasn't been without its financial drama. In 2023 and 2024, reports surfaced about the hotel's debt. Transitioning to a shelter was, in many ways, a survival tactic. The hospitality industry in NYC is notoriously difficult to navigate, with high labor costs and intense competition.
Is it ever coming back as a hotel? That's the million-dollar question. The city contracts are lucrative, but they aren't permanent. Eventually, the building will likely need another massive renovation if it ever hopes to house tourists again. The wear and tear on a building used as a full-time residence for thousands is much higher than that of a standard hotel where people stay for two nights.
What Most People Get Wrong About the Row NYC
A lot of people think the hotel is "abandoned." It’s not. It’s actually more "full" now than it was when it was a luxury boutique spot. There's also a misconception that City Kitchen is gone. While the hotel is closed, the food hall (which has its own entrance) has navigated various stages of being open and closed to the public, depending on the current security protocols.
Another common mistake? Confusing it with the "Row" in other cities. This isn't a chain. It’s a specific, historic New York landmark that happens to be going through a very public transformation.
Real Alternatives Nearby
If you were looking for the Row NYC because you wanted that specific vibe—hip, central, and relatively affordable—you have to look elsewhere for now.
- Moxy NYC Times Square: This is probably the closest spiritual successor. It’s got the tiny rooms, the massive rooftop bar (Magic Hour), and that same "we don't expect you to spend time in your room" energy.
- The Paramount Hotel: Just a block away. It has a similar history of being a grand old hotel that went through a modern, moody renovation. It’s very theatrical.
- CitizenM Times Square: If you actually liked the small, tech-heavy rooms at the Row, CitizenM does it better. The rooftop view is incredible.
- Pod Times Square: For the budget-conscious traveler who just needs a clean place to sleep near 42nd Street.
The Future of 700 8th Avenue
New York City is always changing. Today’s shelter is tomorrow’s luxury condo or next year’s "hottest new hotel." The Row Hotel NYC is currently a focal point for the city’s social and political challenges, but its bones are still those of a massive, historic hospitality machine.
The "Row" brand might be tarnished for some, while for others, the building represents a necessary service during a crisis. Regardless of where you stand, it's a landmark that refuses to be ignored.
What to Do Instead of Searching for a Room at the Row
If you are currently researching the Row Hotel NYC for a trip, stop looking for a "Book Now" button. It's not happening this year. Instead, focus on the Hell's Kitchen area just a few blocks west. You'll find better food, more "real" NYC vibes, and hotels that are actually open to the public.
Actionable Insights for Travelers:
- Verify Open Status: Always check the official website of a Times Square hotel before booking through a third-party site. Some older listings for the Row still linger on low-quality travel aggregators, but they will not honor your booking.
- Check the News: In NYC, several large hotels (like the Roosevelt) are currently serving as shelters. If you're sensitive to the neighborhood atmosphere, a quick Google News search for your hotel name + "shelter" will tell you the current status.
- Explore Hell's Kitchen: If you want the proximity to Broadway without the "emergency center" crowds of 8th Avenue, look at hotels on 9th or 10th Avenue.
- Don't Fear the Area: Even with the Row's current status, the Theater District is heavily policed and generally safe for tourists. Just be prepared for more "city life" than you might see in a brochure.
The story of the Row Hotel NYC isn't over. It’s just in a very long, very complicated chapter that has nothing to do with room service or Egyptian cotton sheets. It’s a reminder that in New York, real estate is never just about a bed; it’s about the city’s immediate needs.
Check the Moxy or the Pod for your next trip. They are actually open. And they have better pillows anyway.