Forbes46%
The St. Regis New York City, Am Homage To The Gilded Age 70%
By Irene S. Levine89%
7/25/2026, 1:00:00 PM
BS Summary: This article contains 29 faulty reasoning types, including Attempt to Sell a Product or Service, Biased Writer Voice, and Appeal to Emotion, with Halo Effect as the most egregious example at 29.8% saturation with 443 hits. Analysis detected 2,569 faulty-reasoning hits from 1,485 analyzed words, generating a BS Score of 62.9% and a BS Rank of 70% (6,613 of 21,887 articles). This article is worse (more manipulative) than 69.80% of the article peer group.
Gazing at the 18-story Beaux-Arts limestone facade and ornate iron balconies of The St.
Regis New York City before entering the original gold-plated revolving doors, a guest might feel like they’ve time-traveled to the Gilded Age.
For more than a century, this timeless hotel has remained a standout in a city with no shortage of five-star properties.
Due largely to the efforts of preservationists and its uncompromising stewardship, The St.
Regis has successfully balanced respect for the past with a commitment to contemporary relevance.
“We are the caretakers of the dreams, hopes and aspirations that have endured since our opening,” said Chef Concierge Regena Falling in an email.
This month (July 2026), the hotel announced the completion of the extensive property-wide renovation begun two years ago, rolling out its redesigned 171 guestrooms and 67 bespoke suites following the unveiling of its reimagined public spaces.
A Modern Hotel With An Old Soul
Developed by John Jacob Astor IV, The St.
Regis made a splash when it opened in 1904 in what was then largely a residential street.
Its dazzling design, inside and out, reflected a fresh blend of European and American luxury.
The property was considered one of the most elegant and sophisticated of its era among the early steel-frame "skyscraper hotels."
Upon opening, it set a new standard for luxury hotels in the city and later achieved New York City Landmark designation in 1988.
John Jacob Astor IV inherited a vast family fortune.
His name was taken from his great-grandfather, a prominent real estate investor and fur trader who died as the wealthiest individual in America.
But the great-grandson became wealthy in his own right as a magnate and pioneer in the New York hotel industry.
Three generations later, he was among the richest people in the world before his untimely death aboard the RMS Titanic in 1912 at age 47.
John Jacob Astor IV built the Astor House hotel in lower Manhattan, one of the city’s first modern hotels, and went on to create the legendary Waldorf Astoria with his cousin William Waldorf Astor.
But his most ambitious project was creating The St.
Regis, built to rival the finest hotels in Europe.
The 1904 Real Estate Record and Guide observed, "Literally no expense has been spared to make the hotel (The St.
Regis)…as luxurious as the most expensive private house in the city."
The St.
Regis New York City: A Marvel Of Its Time
Located in an ideal midtown location, The St.
Regis featured marble floors, crystal chandeliers, oriental rugs, antique Louis XV furniture and a library of 100 leather-bound, gold-tooled books.
Ahead of its time, the new hotel introduced many still-uncommon conveniences: a telephone in every room, a mail chute on every floor leading to a mailbox in the lobby, a fire alarm system, a central vacuum system, and central heating and air cooling (predating air conditioning).
Its decor, personalized service and refined ambiance attracted guests from around the world, arriving to see and be seen.
Soon after opening, it became a gathering place for the social elite led by Astor’s mother, Caroline Schermerhorn Astor (played by Donna Murphy on the HBO series, The Gilded Age).
As matriarch of the American Astors, Mrs.
Astor created the “Astor 400,” serving as the doyenne of upper-crust “Old Money” families.
Keeping Up With the Times
As one might expect, the hotel’s owners and management changed hands multiple times over the years.
The building was enlarged in the 1920s, in a style consistent with the original design.
While the hotel’s “bones” are largely the same as they were more than a century ago, a series of interior and structural restorations has helped it maintain its luster and loyal following among novelists, artists, royalty, and celebrities.
Coinciding with the hotel’s 120th anniversary in 2024, the New York property underwent an extensive renovation estimated to cost $100 million, refreshing public spaces.
Led by Champalimaud Design, The St.
Regis introduced a lighter, more modern aesthetic while meticulously preserving the property’s rich architectural heritage.
The designers retained many of the hotel’s original architectural elements, including the wrought-iron work behind the front desk, Waterford crystal chandeliers, elegant crown moldings and cornices, and the original King Cole oak bar.
In addition, the renovation uncovered two previously hidden Tiffany glass skylights now visible over the reception desk.
The redesign of the guestrooms and suites transformed each of these accommodations into the type of luxury urban residences that the Astor family might live in today.
The jewel-like color palette of the custom velvet upholstery reflects Caroline Astor’s sensibilities.
Marble surfaces and soft seating silhouettes add to the rooms’ elegance.
Gold-tone brass and metal detailing mirror the gilded ornamentation of the building’s exterior.
Experiencing History at The St.
Regis New York City
After they enter through the gilded doors and are regaled by the comforts of the spacious and stylish hotel interior, including its revitalized lobby, King Cole Bar, The Drawing Room and La Maisonette, guests would be remiss not to experience some of the hotel’s most iconic spaces and traditions.
Legendary King Cole Bar Mural
The larger-than-life, thirty-foot Old King Cole mural behind the bar and salon of the same name has a history of its own.
Astor commissioned it in 1906 for his Knickerbocker hotel and asked the painter to have his face depicted on the body of the nursery rhyme character, King Cole.
According to legend, the artist’s painting shows the King sitting high amid flatulence.
When the old hotel closed, the mural made a brief appearance at a Chicago museum before being reinstalled at The St.
Regis, where it has remained for more than nine decades.
Restored to its vibrant details and colors at a cost of $100,000, it is considered a centerpiece of the hotel.
Not only does it overhang the popular bar, but it can also be seen from the renovated adjacent The Drawing Room restaurant.
It is said that Salvador Dali, Marilyn Monroe and Ernest Hemingway are among the luminaries who have sipped drinks at the King Cole Bar and Salon.
Birthplace of the Bloody Mary
St.
Regis bartender Fernand Petiot, who previously worked at Harry’s New York Bar in Paris, is credited with introducing a new cocktail called the “Red Snapper” at The St.
Regis in 1934.
Although the popular cocktail was originally called the Bloody Mary, legend has it that the Astors asked for the name change to avoid offending their refined guests.
The vodka and tomato cocktail has become the brand’s beloved signature drink, with each hotel location reimagining it with a different name and local ingredients.
Evening Saber Ritual
Another time-honored tradition at The St.
Regis is the 6 PM daily Evening Ritual of Sabrage, which takes place in all hotels across the brand.
It harkens back to John Jacob Astor IV performing the same ritual to toast the end of his day.
Each evening, a sommelier or butler recounts the history and dramatically opens a bottle of Champagne with an elegant saber and serves it to those attending.
Bespoke Butler Service
Another throwback to the hotel’s founder is its 24-hour butler service.
Astor was the first to bring this European style to the city and it has continued at this and other St.
Regis properties.
Similar to the services rendered on ultra-luxury cruise lines, it includes unpacking and packing, coffee or tea service upon arrival and each morning, and complimentary dry cleaning and garment pressing.
Service is highly personalized and accessible with the touch of a button, with butlers trained to anticipate and respond to guest needs and preferences.
Gracious Afternoon Tea
Honoring a Gilded Age tradition inspired by Caroline Astor, guests can enjoy a three-course menu with a curated collection of teas, sandwiches, scones, and pastries at the light-filled La Maisonette restaurant.
Open to the public, the tea requires a prepaid reservation.
What Defines A Timeless New York Classic?
Currently, 176 staff associates have been with The St.
Regis New York for 25 years or more.
For example, one employee, Yesenia (Jessie) Rivera Paulino, began working there 31 years ago.
Beloved by guests, she still serves meals at La Maisonette.
During her tenure, she’s navigated 9/11, the hotel closure during the pandemic, and her own pregnancy.
Like many St.
Regis employees, she considers her guests and devoted hotel associates a second family.
In a city and industry characterized by change, The St.
Regis New York City stands as a rare, enduring sanctuary.
It is a hotel where history is not just honored, but experienced, allowing luxury travelers walking through the gilded doors to enjoy every modern comfort and amenity.
Since its launch in 1998, the St.
Regis brand has expanded to include 66 hotels and resorts globally.
The brand sits in the top tier of the Marriott International portfolio, with The St.
Regis New York City serving as its prestigious flagship.
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