Our History

Real estate scion Thomas Rowe opens The Don CeSar on St. Pete Beach. Built as tribute to his lost love, Rowe’s opulent resort soon becomes a popular destination for some of the most famous — and notorious — figures of the day.

Thomas Rowe suffers a heart attack and dies suddenly in the lobby of the hotel and his estranged wife, Mary, inherits the hotel.

The U.S. Army purchases the hotel to be used as a sub-base hospital, then a convalescent center for airmen returning from their World War II tour.

At the end of WWII, the site is recommissioned, serving as a VA Headquarters — and gradually falling into disrepair — until it is vacated by the U.S. government in 1969.

With the threat of the wrecking ball looming, a group of concerned citizens led by June Hurley-Young form the “Save The Don” Committee, vowing to help forge a path to restoration for the once-grand hotel.

William Bowman becomes the new owner and began the $3.5-million restoration project.

The Don CeSar reopens as a full-service resort.

The Don CeSar is added to the National Register of Historic Places.

Robert DeNiro, James Woods, and Tuesday Weld star in Once Upon a Time in America, featuring scenes on the beach and the majestic Pink Palace in the background.

Tom Petty & the Heartbreakers rock ’n’ roll on the rooftop of the hotel when they film scenes for their MTV documentary Southern Accents.

The Don CeSar joins the National Trust’s Historic Hotels of America as a founding member and is designated the only historic resort on Florida’s Gulf Coast.

Hulkamania arrives at The Don when wrestling superstar Hulk Hogan checks in to film scenes for the pilot episode of the television drama Thunder in Paradise.

The hotel serves as a dramatic backdrop for the steamy thriller Forever Mine starring Ray Liotta and Gretchen Mol.

The Don CeSar celebrates its 80th Anniversary on January 16th. In March of that same year, Spa Oceana opens to rave reviews.

More than 30,000 square feet of newly renovated function and event spaces are unveiled.

An updated décor and a new menu make their debut at the award-winning Maritana Restaurant.

The re-concepted Sea Porch Restaurant opens its doors, along with the revitalized lobby and art deco Lobby Bar.

Guestroom renovations are completed as part of the next phase of the “new” legendary Pink Palace.

The Don CeSar is awarded Best Historic Hotel by Historic Hotels of America.

A multi-year transformation begins, blending The Don CeSar’s timeless grandeur with fresh modern luxury.

In 2018, The Don CeSar’s 22,000 square feet of indoor event space was revitalized with modern lighting, advanced AV, coastal-inspired décor, and elegantly enhanced ballrooms offering flexible layouts.

In 2019, The Don CeSar reimagined its lobby, Lobby Bar, and Maritana—blending elegant modern furnishings with preserved historic architecture, creating a stylish social hub for guests, and introducing art deco-inspired, sea-to-table fine dining.

In 2020, The Don CeSar completed the renovation of all 241 rooms and suites with soft tones, custom furnishings, and modern finishes, while debuting Society Table—a vibrant all-day restaurant featuring indoor/outdoor seating and chef-driven experiences.

The Don CeSar introduced the two-story Beacon Pool Bar & Lookout with panoramic Gulf views, refreshed its retail experience with the debut of Uncle Andy’s Market, and enhanced outdoor dining with the addition of Rowe Bar.

The Don CeSar completes a multi-year, large-scale property renovation in March 2022.

Following hurricane-related damage, The Don CeSar underwent extensive repairs and resiliency upgrades—reopening in March 2025 with reinforced infrastructure, redesigned beach furnishings, phased amenity reopenings, and a new ballroom slated for early 2026.