By Randy Mink, Senior Editor
Whenever I travel to New York City, I stay close to the Times Square theater district, the beating heart of midtown Manhattan. Home base on my most recent trip was the 1,331-room ROW NYC, which reopened on May 1, 2026, after an extensive renovation that has transformed the Eighth Avenue landmark.
The 28-story, brick-and-terracotta building began life in 1928 as the Hotel Lincoln and has undergone various name changes over the years. It was the Milford Plaza from 1980 to 2014.
ROW NYC: Refreshed and Ready to Impress
Though the place isn’t exactly new, it almost seems to be. Redesigned guest rooms and public spaces sparkle. Everything, from carpeting to bathroom fixtures, seems so fresh and new. And I can’t say enough about the service—the front desk people, room attendants and elevator guards were welcoming and appeared genuinely glad to see us. I had stayed at ROW NYC about 10 years ago and liked it then, but now it has that extra glow.
ROW NYC is ideal for first-time visitors, Broadway fans, families, group travelers and international guests seeking a central address for setting up camp in the Big Apple.
A Happening Lobby
One morning for breakfast in the lobby, my companion and I snared window chairs overlooking Eighth Avenue, one of the busiest streets in Midtown. It was fun watching the street life as we enjoyed muffins and coffee from Percy All Day, the morning-to-night cafe and bar. Our perch rested atop a tiered, amphitheater-style seating section. The “bleachers” in this gathering space are perfect for viewing sporting events on the cafe’s giant-screen television, and for just hanging out. During our June visit, the stadium seating section was thronged by soccer fans watching FIFA Cup action. (I was more interested in the Broadway theaters right around the corner.)
The cafe is named for Percy Claude Byron, whose early 20th century images captured everyday life across New York City.
The lobby’s striking, floor-to-ceiling mural, created by local artist Bryce Wymer, reflects the vibrant energy of Times Square. Also in the lobby, the retail shop offers NYC-inspired keepsakes and essentials, including ball caps, T-shirts, water bottles and tote bags.
Lullabies of Broadway: Guest Rooms Invite Pleasant Dreams
Typical of Manhattan hotels, guest rooms are rather compact. They come in more than 20 categories and offer Hudson River or classic skyline views. Our 19th-floor Superior Two Doubles, outfitted with blonde furniture and freshly painted in a calming sage green, made for a quiet retreat well above the traffic of Eighth Avenue. Black-and-white pictures of New York lent an urban vibe. Two closets provided more than enough storage space. The petit bathroom gleamed from the makeover.
Location, Location, Location
Located between 44th and 45th streets, ROW NYC is just a hop, skip and a jump from the bright lights of Broadway and Times Square. We always like to go at night for people-watching and light shows, sometimes sitting in the tiered section widely known as the Red Steps. Two of our favorite Times Square stores—M&M’s and Hershey’s—are open until midnight.
On our recent visit, we toured one of Times Square’s greatest attractions—Madame Tussauds. The museum of wax figures provides countless photo ops. Everyone likes posing with their favorite celebrity, whether it’s Lady Gaga, Taylor Swift, Michael Jackson or Elvis Presley. Or snap a selfie with Dwayne “The Rock” Johnson, Beyoncé, Selena Gomez, Cristiano Ronaldo and iconic Marvel superheroes. Warner Bros. Icons of Horror, a darkened area only for the brave, presents chilling scenes from classic horror films.
All this and more await guests of ROW NYC, the place to be in NYC.
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