By Lynn Jones | Urban Traveler – When I booked my flight and hotel through a popular travel app, I considered countless options. Yet ROW NYC kept appearing on my screen. The hotel’s photos — from its stylish lobby and elevated lounge to its welcoming entrance — immediately caught my attention.
The price was right, the location was even better, and I said, “It’s a done deal!”
After flying Delta Airlines into LaGuardia Airport, we headed into Manhattan, ready for a New York adventure. Our itinerary included an evening at the theater for August Wilson’s Joe Turner’s Come and Gone, produced by Debbie Allen and featuring Taraji P. Henson and Cedric the Entertainer.
But first, we checked into ROW NYC.
A Warm Welcome
The lobby was buzzing with guests, but our check-in was made especially memorable by hosts Joe Panarella and Ali Noble. Their cheerful personalities and genuine welcome immediately made us feel at home.
They also shared the hotel’s history, renovations and connection to the neighborhood. With complimentary drinks and breakfast coupons in hand, we were ready to explore.
According to Mager Timm, that personal connection is exactly what the hotel wants guests to experience.
“What makes great hosts memorable is their ability to make hospitality feel natural and personal,” Timm said. “Joe and Ali understand that the details matter, whether it’s anticipating a guest’s needs, creating a welcoming atmosphere, or simply making someone feel seen and heard.”
The Story Behind the Name
So, why ROW NYC?
Timm explained that the name reflects the hotel’s location in the heart of the Theatre District and along Restaurant Row.
“The name ROW NYC nods to our location in the middle ‘Row’ of the Theatre District, right along Restaurant Row,” he said. “Visually, that idea carries through the hotel too, the lines and rows you see throughout the space guide you through it and define every corner.”
The property’s history also includes a very different chapter. During its closure, ROW NYC provided temporary housing for migrants in partnership with city agencies. Highgate assumed ownership in 2024 and undertook a comprehensive renovation before reopening the hotel.
“We see the reopening as a forward-looking reset,” Timm said, “the focus now is on welcoming travelers back, delivering a strong hospitality experience, and contributing positively to the neighborhood and local economy.”
In the Middle of Everything
With approximately 1,300 rooms, ROW NYC is a large hotel, but Timm says size doesn’t have to mean an impersonal experience.
“Scale and personalization don’t have to be at odds,” he said. The redesigned lobby offers lounge areas, work spaces and flexible gathering areas, while Percy All Day provides dining throughout the day.
“The glue that brings it all together is our associates and their ability to personally connect with our guests,” Timm said.
That connection was easy to see during our stay.
The hotel’s location also made exploring New York convenient. Just steps from Times Square and Broadway, we were surrounded by restaurants, entertainment, shopping and the constant energy of Manhattan.
We had planned to visit Central Harlem, but New York had another surprise waiting. Just outside the hotel, we encountered a street festival featuring food, art, crafts, jewelry and cultures from across the city’s boroughs.
Sometimes the best travel experiences aren’t on the itinerary.
A Night of Theater and Culture
Our evening at Joe Turner’s Come and Gone was another highlight. The production offered a powerful look at African American life, identity, resilience and community through August Wilson’s storytelling.
The performances were captivating and reminded us that live theater is more than entertainment — it is a cultural experience.
A friend’s recommendation for Jazz at The Pocket gave us yet another opportunity to experience New York’s vibrant music scene.
Leaving With Memories
I asked Timm what he hopes guests take away from ROW NYC beyond their hotel stay.
“I hope guests leave feeling like they experienced New York, rather than simply stayed in New York,” he said.
That is exactly how our trip felt.
ROW NYC became more than a place to sleep. It was our home base for theater, music, food, culture and unexpected discoveries.
For the Urban Traveler, that’s what makes a New York stay memorable.
New York was waiting — and ROW NYC put us right in the middle of it all.
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Mentioned sites:
https://www.manhattanbuzz.nyc/article/17/manhattan-street-fairs—street-festivals-in-manhattan-nyc