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Herald Towers, formerly the Hotel McAlpin, is a residential
condominium A condominium (or condo for short) is an ownership structure whereby a building is divided into several units that are each separately owned, surrounded by common areas that are jointly owned. The term can be applied to the building or complex ...
building on
Herald Square Herald Square is a major commercial intersection in the Midtown Manhattan neighborhood of New York City, formed by the intersection of Broadway, Sixth Avenue (officially Avenue of the Americas), and 34th Street. Named for the now-defunct ''New ...
, along
Broadway Broadway may refer to: Theatre * Broadway Theatre (disambiguation) * Broadway theatre, theatrical productions in professional theatres near Broadway, Manhattan, New York City, U.S. ** Broadway (Manhattan), the street **Broadway Theatre (53rd Stree ...
between 33rd and 34th Streets, in the
Midtown Manhattan Midtown Manhattan is the central portion of the New York City borough of Manhattan and serves as the city's primary central business district. Midtown is home to some of the city's most prominent buildings, including the Empire State Buildi ...
neighborhood of
New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...
. Constructed from 1910 to 1912 by the Greeley Square Hotel Company, it operated as a short-term hotel until 1976. The building was designed by Frank Mills Andrews in the Italian Renaissance style and was the largest hotel in the world at the time of its completion, with 1,500 guestrooms. The hotel was expanded in 1917, when
Warren and Wetmore Warren and Wetmore was an architecture firm in New York City which was a partnership between Whitney Warren (1864–1943) and Charles Delevan Wetmore (June 10, 1866 – May 8, 1941), that had one of the most extensive practices of its time and w ...
designed an annex with 200 rooms. The building is 25 stories high, with a roof above the curb, as well as four basement levels. It is divided into three wings facing Broadway and Sixth Avenue and is largely clad in brick, limestone, and terracotta. The hotel building contains of structural steel as well as an extensive system of mechanical equipment. Originally, the hotel included a triple-height lobby clad in marble and stone, as well as various public rooms in the Renaissance and Louis XVI styles. In the hotel's basement was the Marine Grill, which could fit 250 people. On the upper stories, two floors were set aside for men and women. The top floor had men's baths and a ballroom. In the late 1970s, the hotel was converted into about 690 apartments. The Greeley Square Hotel Company operated the hotel for two decades and refurbished it in 1928. The hotel was sold in 1936 and refurbished the following year; the
New York Life Insurance Company New York Life Insurance Company (NYLIC) is the third-largest life insurance company in the United States, the largest mutual life insurance company in the United States and is ranked #67 on the 2021 Fortune 500 list of the largest United States ...
then resold the McAlpin to Joseph Levy in 1945. The hotel was managed by the Knott hotel chain from 1938 to 1952, when the Tisch Organization took over operation. Levy sold the hotel to
Sheraton Hotels Sheraton Hotels and Resorts is an international semi-luxury hotel chain owned by Marriott International. As of June 30, 2020, Sheraton operates 446 hotels with 155,617 rooms globally, including locations in North America, Africa, Asia Pacific, Ce ...
in 1954 and it was renamed the Sheraton-McAlpin. Following a renovation in 1959, the hotel became the Sheraton-Atlantic Hotel in 1959.
Sol Goldman Sol Goldman (born Usher Selig Goldman, September 2, 1917 – October 18, 1987) was an American real estate investor and philanthropist. Goldman was the founder of Solil Management, a real estate investment firm he founded in the 1950s with his b ...
and Alexander DiLorenzo bought the hotel in 1968, restoring the hotel's original name. Sheraton reacquired the hotel in 1976 and resold it to developer
William Zeckendorf Jr. William Zeckendorf Jr. (October 31, 1929 – February 12, 2014) was an American real estate developer. Son of William Zeckendorf Sr., he was the second of three generations of one of New York's great real estate dynasties. While keeping a lower pr ...
, who converted the McAlpin to 700 rental apartments. The building reopened in 1980 as the McAlpin House. The McAlpin was renamed Herald Towers in 1999 and was converted to condominiums in the 2000s.


Site

Herald Towers is on the east side of
Herald Square Herald Square is a major commercial intersection in the Midtown Manhattan neighborhood of New York City, formed by the intersection of Broadway, Sixth Avenue (officially Avenue of the Americas), and 34th Street. Named for the now-defunct ''New ...
in the
Midtown Manhattan Midtown Manhattan is the central portion of the New York City borough of Manhattan and serves as the city's primary central business district. Midtown is home to some of the city's most prominent buildings, including the Empire State Buildi ...
neighborhood of
New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...
. The building has a
frontage Frontage is the boundary between a plot of land or a building and the road onto which the plot or building fronts. Frontage may also refer to the full length of this boundary. This length is considered especially important for certain types of ...
along
Sixth Avenue Sixth Avenue – also known as Avenue of the Americas, although this name is seldom used by New Yorkers, p.24 – is a major thoroughfare in New York City's borough of Manhattan, on which traffic runs northbound, or "uptown". It is commercial ...
to the northwest,
Broadway Broadway may refer to: Theatre * Broadway Theatre (disambiguation) * Broadway theatre, theatrical productions in professional theatres near Broadway, Manhattan, New York City, U.S. ** Broadway (Manhattan), the street **Broadway Theatre (53rd Stree ...
to the west, 34th Street to the north, and 33rd Street to the south. Its
land lot In real estate, a lot or plot is a tract or parcel of land owned or meant to be owned by some owner(s). A plot is essentially considered a parcel of real property in some countries or immovable property (meaning practically the same thing) in o ...
covers , with a frontage of on 34th Street and a depth of between 33rd and 34th Streets. Because Broadway runs diagonally to the
Manhattan street grid The Commissioners' Plan of 1811 was the original design for the streets of Manhattan above Houston Street and below 155th Street, which put in place the rectangular grid plan of streets and lots that has defined Manhattan on its march uptown u ...
, the land lot is pentagonal, with the western facade on Broadway running at an irregular angle. The site initially measured long on 33rd Street and long on 34th Street. The building shares the
city block A city block, residential block, urban block, or simply block is a central element of urban planning and urban design. A city block is the smallest group of buildings that is surrounded by streets, not counting any type of thoroughfare within t ...
with the
Empire State Building The Empire State Building is a 102-story Art Deco skyscraper in Midtown Manhattan, New York City. The building was designed by Shreve, Lamb & Harmon and built from 1930 to 1931. Its name is derived from " Empire State", the nickname of the ...
to the east. Other nearby structures include the Marbridge Building to the north,
Macy's Herald Square Macy's Herald Square (originally named the R. H. Macy and Company Store) is the flagship of Macy's department store, as well as the Macy's, Inc. corporate headquarters, on Herald Square in Manhattan, New York City. The building's , which incl ...
to the northwest,
Manhattan Mall Manhattan Mall is an inactive indoor shopping mall at 33rd Street and Sixth Avenue in Midtown Manhattan, New York City. There are entrances to the New York City Subway's station and the PATH's station on the second basement level. The m ...
to the southwest, and the
Martinique New York The Martinique New York on Broadway, Curio Collection by Hilton is a 532-room hotel at 53 West 32nd Street (also known as 1260-1266 Broadway) in Manhattan, New York City. It was designed by Henry Janeway Hardenbergh and built by William R. H. ...
and
Hotel Pierrepont Hotel Pierrepont was an establishment located at 43"Hotel Strangely Robbed", '' The New York Times'', November 28, 1908, pg. 1. West 32nd Street between Broadway and Fifth Avenue in Manhattan, New York City. Completed in 1906, the building was t ...
to the south.


Architecture

Herald Towers was designed by architect Frank Mills Andrews, who was also president of the Greeley Square Hotel Company, the hotel's developer. It was designed in the
Italian Renaissance The Italian Renaissance ( it, Rinascimento ) was a period in Italian history covering the 15th and 16th centuries. The period is known for the initial development of the broader Renaissance culture that spread across Europe and marked the trans ...
style. Between 1915 and 1917, the hotel was expanded east to designs by
Warren and Wetmore Warren and Wetmore was an architecture firm in New York City which was a partnership between Whitney Warren (1864–1943) and Charles Delevan Wetmore (June 10, 1866 – May 8, 1941), that had one of the most extensive practices of its time and w ...
. The hotel's original owners cited the McAlpin as being 26 stories tall, although other sources gave a height of 25 stories. The roof is above the curb. The hotel also had four basement levels, three of which were full stories; these extended below ground. The building is divided into three wings facing Broadway and Sixth Avenue, with light courts between each wing. The base is clad with Bedford limestone, while the main shaft of the building contains a facade of orange brick. There were originally iron and terracotta balconies in front of many of the windows. The top stories contain a facade of orange brick and terracotta. There are multi-story arched openings on the top several stories, above which are a terracotta cornice and attic. Fiske and Company Inc. manufactured most of the brick, while Michael Cohen and Co. made the limestone.


Mechanical features

The building uses of structural steel. The foundations consist of concrete footings, built atop a layer of solid rock. Some of the columns in the
superstructure A superstructure is an upward extension of an existing structure above a baseline. This term is applied to various kinds of physical structures such as buildings, bridges, or ships. Aboard ships and large boats On water craft, the superstruct ...
are placed extremely close to the lot line, so girders are used to distribute the weight of the columns across multiple footers. The columns at the building's corners are placed atop cantilevered girders. At the end of each wing is an enclosed emergency stair that runs the full height of the building. Stairways were also placed next to the service elevators along 33rd Street, as well as next to the public elevators at the core of the building. As a fireproofing measure, the hotel's doors and trim were all made of hollow steel, and each floor contained five standpipes. The first basement level connected to the
New York City Subway The New York City Subway is a rapid transit system owned by the government of New York City and leased to the New York City Transit Authority, an affiliate agency of the state-run Metropolitan Transportation Authority (MTA). Opened on October ...
at 34th Street–Herald Square and to the Hudson & Manhattan Railroad's Uptown Hudson Tubes (now PATH) at 33rd Street. There were also a
ratskeller Ratskeller (German: "council's cellar", pl. ''Ratskeller'', historically ''Rathskeller'') is a name in German-speaking countries for a bar or restaurant located in the basement of a city hall (''Rathaus'') or nearby. Many taverns, nightclubs, ba ...
(later the Marine Grill), kitchen, servants' rooms, service entrance, and receiving room on the first basement level. The other basement levels included stewards' departments, mechanical equipment, and an in-house laundry. There was also a
wine cellar A wine cellar is a storage room for wine in bottles or barrels, or more rarely in carboys, amphorae, or plastic containers. In an ''active'' wine cellar, important factors such as temperature and humidity are maintained by a climate control system ...
, as well as humidors for cigars. The hotel's sub-basement contained power generators with a capacity of , as well as two icemakers that could create up to 10 tons of ice per day. The hotel had 13 elevators, which traveled at and could carry up to 20 people each, as well as three sidewalk lifts. The hotel's mechanical system included of heating ducts, of electric wires, and of tubes. When the hotel was under construction in 1911, one source described its
telephone switchboard A telephone switchboard was a device used to connect circuits of telephones to establish telephone calls between users or other switchboards, throughout the 20th century. The switchboard was an essential component of a manual telephone exchange, ...
equipment as the largest in any hotel. There were three switchboards with 100 trunk lines and 1,800 stations, which could accommodate 500,000 calls per day at the time of the McAlpin's opening. In addition, the hotel contained 16
telautograph The telautograph is an analog precursor to the modern fax machine. It transmits electrical impulses recorded by potentiometers at the sending station to servomechanisms attached to a pen at the receiving station, thus reproducing at the receivin ...
machines. Servants communicated using a telephone system with 17 stations.


Public rooms

When the hotel was built, the ''Real Estate Record and Guide'' wrote that the design of the base "marks a distinct departure from the established New York type of hostelry", in that the dining rooms and restaurants were placed one story above ground level. This allowed the hotel's proprietors to maximize its retail space by placing shops on three sides of the ground level, while also retaining sufficient space on the ground story for a large lobby.


Ground level

The ground story was largely devoted to retail. The main entrance was from 34th Street; there was a women's reception room to the left (east) of the main entrance. The main lobby, a three-story space, was clad in marble and Caen stone and was designed in the Italian Renaissance style. It measured wide and tall. The space could be accessed from Broadway, 33rd Street, and 34th Street. The reception desk was made of marble, and near the reception desk was a maids' signal board, which showed whether a certain room was being cleaned. The western side of the lobby contained a bronze railing, behind which were the cashier, room clerk, key clerk, information desk, and other departments. The lobby also had leather seats, marble pedestals, vases, and other decorations. The lobby's ceiling contained three red-and-gold chandeliers. The lobby was surrounded by sixteen marble columns, twelve of which were light-golden veined Famosa and four of which were light Bongard. The columns formed an
arcade Arcade most often refers to: * Arcade game, a coin-operated game machine ** Arcade cabinet, housing which holds an arcade game's hardware ** Arcade system board, a standardized printed circuit board * Amusement arcade, a place with arcade games * ...
of arches, the tops of which contained lunettes with eight murals by T. Gilbert White. West of the central lobby, facing Broadway, was a men's restaurant designed in a 15th-century Italian Gothic style. The men's restaurant had a low vaulted ceiling and was sparsely decorated. The walls were wainscoted with square and rhombus-shaped wooden panels. The cornice contained a gilded
frieze In architecture, the frieze is the wide central section part of an entablature and may be plain in the Ionic or Doric order, or decorated with bas-reliefs. Paterae are also usually used to decorate friezes. Even when neither columns nor ...
made of carved wood; the frieze contained the
coats of arms A coat of arms is a heraldic visual design on an escutcheon (i.e., shield), surcoat, or tabard (the latter two being outer garments). The coat of arms on an escutcheon forms the central element of the full heraldic achievement, which in i ...
of various 15th-century Italian families. The columns in the men's restaurant contained niches with carved wooden figures, which represented 15th- and 16th-century Italian decorations.


Upper stories

A gallery surrounded the lobby at mezzanine level, which was above ground. The mezzanine level contained a "tapestry gallery" decorated with tapestries by
Albert Herter Albert Herter (March 2, 1871 – February 15, 1950) was an American painter, illustrator, muralist, and interior designer. He was born in New York City, studied at the Art Students League with James Carroll Beckwith, then in Paris with Jean ...
. The tapestries, which were colored blue and ocher, varied in size from to . They were disassembled in the 1930s and reinstalled at the Armenian Sisters Academy in
Radnor, Pennsylvania Radnor is a community located approximately 13 miles west of Philadelphia, in the Main Line suburbs. It straddles Montgomery and Delaware Counties, Pennsylvania. The community was named after Radnor, in Wales. Radnor is home to Cabrini Univer ...
, during the 1970s. Corridors surrounded the lobby on both the first story and the mezzanine level. The ceilings of each corridor contained gold decorations with red and blue accents. The dining room, banquet room, women's restaurant, reception room, writing room, and library were on the mezzanine level. The dining room measured across and high and was designed in the French Renaissance style. The dining room included gilded decorations, mirrored panels, and damask tapestries on its walls; cream-and-gold decorations on the ceiling; and crystal chandeliers. On Broadway was a banquet hall with a
vaulted ceiling In architecture, a vault (French ''voûte'', from Italian ''volta'') is a self-supporting arched form, usually of stone or brick, serving to cover a space with a ceiling or roof. As in building an arch, a temporary support is needed while ring ...
, measuring across. The banquet hall was decorated in green and gold, and it contained murals on its ceiling. The south side of the hotel contained a women's tea room and restaurant, measuring , and a women's reception room, measuring . These two rooms were colored gray and blue. The women's restaurant, an irregularly shaped space at the southeast corner of the mezzanine, was decorated with blue tapestries and carved
capitals Capital may refer to: Common uses * Capital city, a municipality of primary status ** List of national capital cities * Capital letter, an upper-case letter Economics and social sciences * Capital (economics), the durable produced goods used fo ...
. There was also a library measuring on the east side of the mezzanine. These rooms were designed in the Renaissance style, except the women's rooms, which were in the
Louis XVI style Louis XVI style, also called ''Louis Seize'', is a style of architecture, furniture, decoration and art which developed in France during the 19-year reign of Louis XVI (1774–1793), just before the French Revolution. It saw the final phase of t ...
. The second floor included a men's lounge and private dining rooms. The men's lounge measured . During the mid-1910s expansion, a children's play area was added to the sixth floor. The hotel had a medical clinic on its 23rd story. The top floor had men's baths and a ballroom. The baths included a
Turkish bath A hammam ( ar, حمّام, translit=ḥammām, tr, hamam) or Turkish bath is a type of steam bath or a place of public bathing associated with the Islamic world. It is a prominent feature in the culture of the Muslim world and was inherited ...
, a
Russian bath A ''banya'' ( rus, баня, p=ˈbanʲə, a=Ru-баня.ogg) is originally a Russian steam bath with a wood stove. It is considered an important part of Russian culture. The bath takes place in a small room or building designed for dry or wet h ...
, an outdoor lounge, and a swimming pool made of enameled brick. Fifty additional dressing rooms were added next to the Turkish bath in the 1910s. The ballroom, designed in a Renaissance style, measured across and high. By 1970, the upper stories contained an
off-Broadway An off-Broadway theatre is any professional theatre venue in New York City with a seating capacity between 100 and 499, inclusive. These theatres are smaller than Broadway theatres, but larger than off-off-Broadway theatres, which seat fewer th ...
theater, the McAlpin Roof Theater.


Marine Grill

In the hotel's basement was the Marine Grill, which could fit 250 people. The Marine Grill, also known as the ratskeller, was designed in the
Spanish Renaissance The Spanish Renaissance was a movement in Spain, emerging from the Italian Renaissance in Italy during the 14th century, that spread to Spain during the 15th and 16th centuries. This new focus in art, literature, quotes and science inspired ...
style with arched niches and ceiling vaults. According to a promotional booklet for the hotel, the space was decorated with "beautifully colored, glazed terra-cotta tiles, hich havemade it really unique and one of New York's most talked about novelties." The Marine Grill was illuminated by recessed lighting on the ceiling and lamps on the tables. The space had numerous terracotta murals designed by
Frederick Dana Marsh Frederick Dana Marsh (1872 – December 20, 1961) was an Americans, American illustrator. Born in 1872 to a prosperous Chicago stockyard merchant, Marsh attended the School of the Art Institute of Chicago, where he worked with artists preparin ...
. Each mural measured tall by wide and was shaped like a
lunette A lunette (French ''lunette'', "little moon") is a half-moon shaped architectural space, variously filled with sculpture, painted, glazed, filled with recessed masonry, or void. A lunette may also be segmental, and the arch may be an arc take ...
. Of the 16 original murals, 12 depicted two sets of six related scenes, while the other four depicted separate motifs. The Marine Grill was relatively obscure due to its location in the basement. According to ''
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...
'', the space "was generally unknown to architectural aficionados and not listed in encyclopedic works like the ''WPA Guide to New York City'' or the ''AIA Guide to New York City''". The original Marine Grill had been closed by 1951. The restaurant was renovated in 1957 and was rebranded the Gate of Cleve, after a restaurant in
Amsterdam Amsterdam ( , , , lit. ''The Dam on the River Amstel'') is the Capital of the Netherlands, capital and Municipalities of the Netherlands, most populous city of the Netherlands, with The Hague being the seat of government. It has a population ...
called Die Port van Cleve. The Gate of Cleve was not successful, and a German restaurant, an Indian restaurant, and a Japanese restaurant all occupied the space in subsequent years. In the early 1970s, it operated as an event space. During the 1980s, the Grenadier Realty Corporation had unsuccessfully attempted to lease the space. The
New York City Landmarks Preservation Commission The New York City Landmarks Preservation Commission (LPC) is the New York City agency charged with administering the city's Landmarks Preservation Law. The LPC is responsible for protecting New York City's architecturally, historically, and cu ...
declined to preserve the restaurant as a landmark, and the restaurant was demolished in 1989 to make way for a Gap clothing store. Susan Tunick, president of the non-profit group Friends of Terra Cotta, saw dumpsters outside the hotel filled with fragments from the murals. In 2001, six of the murals were reassembled under the oversight of the
MTA Arts for Transit MTA Arts & Design, formerly known as Arts for Transit and Urban Design, is a commissioned art program directed by the Metropolitan Transportation Authority for the transportation systems serving New York City and the surrounding region. Since 198 ...
program at the William Street entrance of the New York City Subway's Fulton Street station.


Guestrooms and apartments


Original hotel rooms

When the hotel opened, it had 1,500 guest rooms and 1,100 bathrooms. At the time of its completion, this made the McAlpin the largest hotel in New York City. The hotel rooms started at the third story and ended just below the roof. All rooms faced outward toward the street or a light court. The larger rooms faced the street, while smaller rooms faced light courts. Some of the bathrooms were placed between two guestrooms so every guestroom had a bathroom. Each story also had a floor clerk and a kitchen. At its peak, the McAlpin contained 1,700 rooms. The third floor contained sample hotel rooms. In addition, there were two gender-specific floors: one each for men and women. The Greeley Square Hotel Company designated one story as a women-only floor at the suggestion of philanthropist Anne Morgan. The sixth floor was designated as a women-only floor and contained a library, lounge, and reception room. It was staffed entirely by women and had its own elevator and checkout area, as well as a library of fiction books. Men could not access the women's-only floor unless they were accompanying a woman. The 19th floor was converted to a women's floor in 1938. The 22nd floor was designated as the men's floor and had a stairway leading directly up to the baths on the 24th floor. The men's floor was designed like a private club. The United Service Club for Army and Navy Officers was on the same story. In addition, there was a men's lounge immediately above the 22nd floor, with a library, smoking room, bar, stock ticker, stenographer, and seating areas. On the floor below the ballroom were rooms for 500 servants. The servants' rooms were arranged based on their tenure, according to the ''
New-York Tribune The ''New-York Tribune'' was an American newspaper founded in 1841 by editor Horace Greeley. It bore the moniker ''New-York Daily Tribune'' from 1842 to 1866 before returning to its original name. From the 1840s through the 1860s it was the domi ...
'', "so that the high salaried domestics would not be obliged to associate with the inferior fellow workers between the hours of duty". The 16th floor, dubbed the "sleepy 16th", was designed for night workers, so it was kept quiet during the day.


Modern apartments

In the late 1970s, the hotel was converted into about 690 apartments, including 30 model apartments designed by
Macy's Macy's (originally R. H. Macy & Co.) is an American chain of high-end department stores founded in 1858 by Rowland Hussey Macy. It became a division of the Cincinnati-based Federated Department Stores in 1994, through which it is affiliated wi ...
. These were composed of 333 studio apartments, which covered on average, and 357 one-bedroom apartments with one to two bathrooms, which ranged from . The McAlpin's apartments included soundproof windows, large closets, and parquet floors, as well as concrete floors. Some of the original decorations were preserved when the McAlpin was renovated. The building was converted to 692 condominiums in 2007, including 330 studio apartments and 280 one-bedroom apartments. The studios ranged from ; the one-bedroom units averaged ; and the two-bedroom units averaged . When the McAlpin became an apartment building in the 1970s, the roof was converted into a fitness center that included a sauna, swimming pool, squash courts, and game rooms. By the 2000s, Herald Towers' rooftop contained a New York Sports Club and a rooftop terrace.


History

Prior to the Hotel McAlpin's construction, the site had contained low-rise residences, as well as the eight-story Alpine Building at Broadway and 33rd Street. The Alpine had housed "legislators, actors, and business executives".
David Hunter McAlpin David Hunter McAlpin (1816–1901) was a prominent industrialist and real estate owner in New York City. He owned the D.H. McAlpin Tobacco Company. Among his children were a Civil War General and a prominent physician. Early life David Hunter ...
had owned the site, and the trustees of his estate took over the site following his death in 1901.


Construction

The Greeley Square Hotel Company was incorporated in June 1910 to lease the site from the McAlpin family. The directors included Frank Mills Andrews,
Charles P. Taft Charles Phelps Taft (December 21, 1843 – December 31, 1929) was an American lawyer and politician who served as editor of the ''Cincinnati Times-Star'' and owned both the Philadelphia Phillies and Chicago Cubs baseball teams. From 1895 to 1897, ...
, T. Coleman du Pont, Lucius M. Boomer, and William W. McAlpin (D. H. McAlpin's son). The company planned to develop a hotel on the east side of Broadway between 33rd and 34th Streets. Workers started demolishing the existing buildings in September 1910. Nearly all existing tenants left the site, except the Mutual Bank at the base of the Alpine Building, which had two years remaining on its lease. In April 1911, the Greeley Square Hotel Company formally leased the site from the McAlpin family for 21 years, paying between $4 million and $5 million. Under the terms of the lease, the McAlpin estate was to lend $2 million to the Greeley Square Hotel Company for the construction of a 20-story hotel costing $3.04 million. The Greeley Square Hotel Company had awarded a contract for the site's demolition by the end of 1910. Andrews, who was president of the Greeley Square Hotel Company, submitted plans for the hotel to the New York City Bureau of Buildings in January 1911. However, the bureau refused to approve the plans for two months, saying that the plans failed to comply with various building codes. The city's commissioner of buildings said that, under the building code, only about 51 percent of the lot area may be covered above the first story. By mid-1911, the Greeley Square Hotel Company was planning to build a 28-story hotel for $5.05 million, and it was permitted to borrow up to $4 million. It took five months to excavate of rock from the site; the excavation was completed in August 1911. The Thompson–Starrett Company was then hired as the hotel's general contractor. During the hotel's construction, a worker dropped a piece of terracotta onto a passing streetcar, killing a passenger. Andrews went to Europe in August 1912 to acquire furniture for the new hotel. The hotel officially opened on December 29, 1912, at a total cost of $13.5 million. It was the largest hotel in the world at the time; ''
The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...
'' commented that the 25-story McAlpin "seems isolated from other buildings". On opening day, 600 guests ate dinner from custom-made silver plates. The hotel could accommodate 2,500 guests and employed either 1,500 or 2,000 servants. It was built at a cost of $13.5 million ($ today). Room rates ranged from $1.50 to $5.00 per night. A promotional booklet for the hotel advertised the hotel's proximity to various modes of transit, including the original
Pennsylvania Station Pennsylvania Station (often abbreviated Penn Station) is a name applied by the Pennsylvania Railroad (PRR) to several of its grand passenger terminals. Several are still in active use by Amtrak and other transportation services; others have been ...
, as well as
elevated An elevated railway or elevated train (also known as an el train for short) is a rapid transit railway with the Track (rail transport), tracks above street level on a viaduct or other elevated structure (usually constructed from steel, cast i ...
,
streetcar A tram (called a streetcar or trolley in North America) is a rail vehicle that travels on tramway tracks on public urban streets; some include segments on segregated right-of-way. The tramlines or networks operated as public transport are ...
, and subway lines. Lucius M. Boomer, who also operated the adjacent
Waldorf-Astoria The Waldorf Astoria New York is a luxury hotel and condominium residence in Midtown Manhattan in New York City. The structure, at 301 Park Avenue between 49th and 50th Streets, is a 47-story Art Deco landmark designed by architects Schultz ...
and the
Hotel Claridge The Hotel Claridge was a 16-story building on Times Square in Manhattan, New York City, at the southeast corner of Broadway and 44th Street. Originally known as the Hotel Rector, it was built of brick in the Beaux-arts style in 1910–1911. The ...
, was the McAlpin's first manager. Boomer was associated with Du Pont's group, which controlled all of these hotels.


Operation as hotel


Early years

The McAlpin family acquired two lots on 46 and 48 West 34th Street, measuring , in December 1914. The Greeley Square Hotel Company planned to build an annex on the site, but the company was forced to postpone these plans during World War I. By early the following year, the hotel company decided to build the annex, as the hotel's business had increased sufficiently. In February 1915, the Greeley Square Hotel Company filed plans with the New York City Bureau of Buildings for a 23-story annex on the site, to be designed by
Warren and Wetmore Warren and Wetmore was an architecture firm in New York City which was a partnership between Whitney Warren (1864–1943) and Charles Delevan Wetmore (June 10, 1866 – May 8, 1941), that had one of the most extensive practices of its time and w ...
. The new addition was expected to provide an additional 200 rooms, four elevators, an enlarged ballroom, and a children's play area on the sixth floor. The company began razing the existing buildings the same month, although the structures were not completely demolished until the end of 1916. The annex was built during 1917; the same year, Boomer opened a store for employees, selling merchandise at reduced prices. When Boomer went to Europe in 1918, Benjamin B. McAlpin began managing the Hotel McAlpin's finances. In 1922, the McAlpin became one of the first hotels to link ship-to-shore radios into their phone system. In February 1925, an antenna for radio station
WMCA WMCA may refer to: *WMCA (AM), a radio station operating in New York City * West Midlands Combined Authority, the combined authority of the West Midlands metropolitan county in the United Kingdom *Wikimedia Canada The Wikimedia Foundation, ...
was installed atop the building, reaching above ground. The same year, the McAlpin replaced 50 beds on the 22nd floor with oversized beds for tall guests; it also signed a contract with the
Curtiss Flying Service The Curtiss-Wright Corporation is a manufacturer and services provider headquartered in Davidson, North Carolina, with factories and operations in and outside the United States. Created in 1929 from the consolidation of Curtiss, Wright, and v ...
in 1926, allowing guests to book flights quickly. The McAlpin family sold the site to the Greeley Square Hotel Company in September 1926 for $7.2 million. Frank A. Duggan took over as the hotel's manager in 1928. A major refurbishment costing $2.1 million was announced that May. The owners refreshed the rooms, installed modern bathrooms, and updated the elevators; in addition, numerous groups of three rooms were combined into two rooms. The project was completed that December. By 1930, there were rumors that the hotel would be replaced with a skyscraper, but Duggan denied these rumors. At the end of 1931, John J. Woelfe replaced Duggan as the hotel's manager. The Greeley Square Hotel Company transferred the hotel in 1934 to the 34th Street Hotel Corporation, subject to a $7.4 million mortgage from the
New York Life Insurance Company New York Life Insurance Company (NYLIC) is the third-largest life insurance company in the United States, the largest mutual life insurance company in the United States and is ranked #67 on the 2021 Fortune 500 list of the largest United States ...
. This only involved a nominal change in ownership. At the time, the hotel was valued at $5.5 million.


New York Life ownership

By January 1936, the McAlpin's operators were considering spending $2 million to renovate the hotel, expanding the ballroom and relocating some rooms. In addition, the operators planned to expand the cafe and restore its horseshoe-shaped bar, which had been a popular feature of the cafe before it was removed during
Prohibition Prohibition is the act or practice of forbidding something by law; more particularly the term refers to the banning of the manufacture, storage (whether in barrels or in bottles), transportation, sale, possession, and consumption of alcoholic ...
. In November 1936, to satisfy a $3.14 million lien, the Title Guarantee and Trust Company moved to
foreclose Foreclosure is a legal process in which a lender attempts to recover the balance of a loan from a borrower who has stopped making payments to the lender by forcing the sale of the asset used as the collateral for the loan. Formally, a mortg ...
on the hotel. At the time, the McAlpin had 1,444 rooms. At an auction the same month, the Title Guarantee and Trust Company paid $135,000 for the property. The hotel was renovated in 1937. Myers, Minott & Co. Inc. and W. & J. Sloane were hired to renovate different sections of the hotel. Myers, Minott & Co. Inc. redecorated approximately 300 rooms in two color schemes, while W. & J. Sloane redecorated the remaining rooms in four color schemes. As part of the project, the 19th floor was converted into a women-only floor, with a dedicated lounge and library. The New York Life Insurance Company hired the Knott hotel chain to manage it in May 1938. New York Life was in the process of selling the hotel by May 1945; the McAlpin was valued at $7.8 million at the time. Shortly afterward, the media reported that Joseph Levy, president of Crawford Clothes, had agreed to buy the hotel. Levy, who operated a small store at the hotel's base on 33rd Street, planned to expand his store after the end of World War II. Levy's company Jamlee Hotels took title to the hotel in June 1945; the company paid $5.25 million, including $1.2 million in cash and $4.05 million toward the mortgage. The hotel remained an upscale hostelry during this time. Jamlee reportedly invested an additional $1,760,000 in renovations. Knott Hotels subsidiary Hotel McAlpin Inc. leased the hotel from Levy in January 1949. The Tisch Organization took over the hotel's operation at the beginning of 1952, with plans to spend $1,225,000 on renovations. Tisch hired Norman D. Waters Associates as the hotel's advertising agent, and it appointed Alexander C. Allen as the hotel's manager in 1953.


Sheraton ownership

Sheraton Hotels and Resorts Sheraton Hotels and Resorts is an international semi-luxury hotel chain owned by Marriott International. As of June 30, 2020, Sheraton operates 446 hotels with 155,617 rooms globally, including locations in North America, Africa, Asia Pacific, Cen ...
offered to buy the hotel in September 1954 for $3 million. Following several weeks of negotiations, Jamlee sold the hotel to Sheraton for $9 million that October. Under the terms of Tisch's lease, which ran through 1958, Sheraton had to give nine months' notice before breaking the lease. Although Sheraton was scheduled to take over the hotel in May 1955, Tisch refused to hand over the lease for several months. Sheraton finally gained full control of the hotel in September 1955, and the McAlpin was renamed the Sheraton-McAlpin. At the time, Sheraton president Ernest Henderson announced plans to renovate the hotel for $2 million. Sheraton completely renovated the hotel five years later and renamed it the Sheraton-Atlantic Hotel in October 1959. Sheraton sold the underlying land to
United States Steel United States Steel Corporation, more commonly known as U.S. Steel, is an American integrated steel producer headquartered in Pittsburgh, Pennsylvania, with production operations primarily in the United States of America and in several countries ...
and the Carnegie Pension Fund in 1961, but it retained ownership of the hotel building. In anticipation of the opening of the nearby
Madison Square Garden Madison Square Garden, colloquially known as The Garden or by its initials MSG, is a multi-purpose indoor arena in New York City. It is located in Midtown Manhattan between Seventh and Eighth avenues from 31st to 33rd Street, above Pennsylva ...
arena, Sheraton made further upgrades to the Sheraton-Atlantic during the mid-1960s. For example, the chain hired a special-events director, added double beds to many guestrooms, and replaced the elevators. Sheraton sold the hotel to the investing partnership of
Sol Goldman Sol Goldman (born Usher Selig Goldman, September 2, 1917 – October 18, 1987) was an American real estate investor and philanthropist. Goldman was the founder of Solil Management, a real estate investment firm he founded in the 1950s with his b ...
and Alexander DiLorenzo in June 1968 for $7.5 million; the partnership also agreed to lease the land for 94 years. Goldman and DiLorenzo took over the hotel the next month and restored the original name. In early 1970, the owners opened a 299-seat
off-Broadway An off-Broadway theatre is any professional theatre venue in New York City with a seating capacity between 100 and 499, inclusive. These theatres are smaller than Broadway theatres, but larger than off-off-Broadway theatres, which seat fewer th ...
theater, the McAlpin Rooftop Theater, on the 24th floor. The basement restaurant contained the hotel's only kitchen, so Goldman and DiLorenzo decided to convert the mezzanine-level lounge into a dining room called the McAlpin Grill. Subsequently, the basement restaurant became the Alpine Cellar, used by large groups and special events. The owners hosted shows in the Alpine Cellar, and the hotel was charging $14 to $26 per night by 1970. Goldman and DiLorenzo had planned to replace the McAlpin, and numerous adjacent structures that they also owned, with a 50-story building. Goldman began experiencing financial issues after DiLorenzo died in 1975, and Sheraton reacquired the hotel in January 1976 after Goldman defaulted on his mortgage.


Apartment conversion


Zeckendorf ownership

Developer
William Zeckendorf Jr. William Zeckendorf Jr. (October 31, 1929 – February 12, 2014) was an American real estate developer. Son of William Zeckendorf Sr., he was the second of three generations of one of New York's great real estate dynasties. While keeping a lower pr ...
began negotiating to buy the hotel in April 1976. Zeckendorf and his partners, Justin Colin and the
Starrett Corporation Starrett Corporation, formerly known as Starrett Brothers, Inc. and Starrett Brothers and Eken, is a real estate development and construction firm known for having built the Empire State Building, Stuyvesant Town, Starrett City and Trump Tower in ...
, bought the hotel for $2.5 million that July. The new owners immediately closed the hotel; they planned to spend $9 million converting the building to rental apartments over the following 18 months. Zeckendorf said at the time: "This is the proper time for a new era of hotel construction here." Zeckendorf and his partners formed McAlpin Apartments Inc. to oversee the apartment conversion. This was one of several residential projects in which Zeckendorf was involved during the late 1970s, and it was the first of more than 20 residential developments that Zeckendorf oversaw during the next decade. The owners started a 120-day sale of furnishings and decorations that November, including televisions, linens, office equipment, and chandeliers. At that point, approximately 30 tenants remained, many of them elderly residents of rent-controlled apartments. The remaining tenants alleged that the owners were trying to evict them by discontinuing room service and shutting off the heat and hot water. The project was stalled until mid-1977, when Zeckendorf announced that he and his partners would convert the building to rental apartments later the same year. The owners requested permission from the
New York City Board of Standards and Appeals The New York City Office of Administrative Trials and Hearings (OATH) is an administrative office of the New York City government. It is a non-mayoral executive agency and is not part of the state Unified Court System. Administrative trials nei ...
to convert the stories above the third floor to apartments. The owners unsuccessfully attempted to find private financing for nine months. By 1978, the McAlpin's owners had received a 40-year mortgage commitment from the
United States Department of Housing and Urban Development The United States Department of Housing and Urban Development (HUD) is one of the executive departments of the U.S. federal government. It administers federal housing and urban development laws. It is headed by the Secretary of Housing and Urb ...
. At the time, the conversion was the largest such project in New York City's history, with an expected cost of $25 million. The lower floors were converted to retail. J. J. Sopher & Co. began leasing apartments at the McAlpin in August 1979, and the building reopened in July 1980 as the McAlpin House. As part of the city's J-51 program, the building received a 15-year
tax abatement A tax holiday is a temporary reduction or elimination of a tax. It is synonymous with tax abatement, tax subsidy or tax reduction. Governments usually create tax holidays as incentives for business investment. Tax relief can be provided in the ...
in 1980. To qualify for the abatement, the owners placed the apartments under
rent regulation Rent regulation is a system of laws, administered by a court or a public authority, which aims to ensure the affordability of housing and tenancies on the rental market for dwellings. Generally, a system of rent regulation involves: * Price con ...
, which limited how much rent the owners could charge. Existing tenants could retain their rent-regulated apartments until they moved out, but anyone who moved into the building after the tax abatement expired on June 30, 1995, paid market rates. A renovation of the facade started in 1989 and continued over the next two years. In addition, the Marine Grill was demolished the same year to make way for a Gap store. A Gitano store opened within the hotel's former mezzanine in 1990.
Ian Schrager Ian Schrager (born July 19, 1946) is an American entrepreneur, hotelier and real estate developer, credited for co-creating the "boutique hotel" category of accommodation. Originally, he gained fame as co-owner and co-founder of Studio 54. Ear ...
took over the McAlpin in early 1998. Schrager had planned to reopen the McAlpin as a 700-room hotel with "stylized American versions of European/Asian residential-style apartments".


JEMB and Property Markets Group ownership

JEMB Realty, controlled by Morris Bailey and Joseph Jerome, bought the McAlpin in August 1999 for $150 million and renamed it Herald Towers. The rebranding coincided with the revitalization of the neighborhood around Herald Square. The McAlpin had 290 rent-regulated apartments and 403 market-rate apartments at the time. JEMB planned to spend $10 million on renovating common rooms; refurbishing vacant studio apartments and one-bedroom units; and converting 70 units into furnished apartments for corporations. JEMB Realty attempted to sell Herald Towers in 2003 to Property Markets Group, but the two companies became involved in a legal dispute. As part of a settlement, Property Markets Group agreed to convert the apartments to condominiums, and JEMB agreed to sell the building after the
Attorney General of New York The attorney general of New York is the chief legal officer of the U.S. state of New York and head of the Department of Law of the state government. The office has been in existence in some form since 1626, under the Dutch colonial government o ...
approved a condominium offering plan. Georgia Malone & Company negotiated to sell Herald Towers for $270 million in 2005. Property Markets Group took over the upper stories, while JEMB retained control of the storefronts at the building's base. Property Markets Group had sold 125 condos by early 2006, when more than 70 buyers reneged from their contracts following a revision to the offering plan. Amid continuing disputes over the Herald Towers condominium conversion, the
New York Supreme Court The Supreme Court of the State of New York is the trial-level court of general jurisdiction in the New York State Unified Court System. (Its Appellate Division is also the highest intermediate appellate court.) It is vested with unlimited civ ...
reviewed the case in June 2006. The lawsuit was ultimately settled out of court. Around the same time, the attorney general's office began investigating allegations that some of the apartments were illegally being rented out as hotel rooms. The condominium conversion was completed in July 2007, and 124 condominiums had been sold by that November. After the daughter of U.S. diplomat
Eric G. John Eric Grant John (born 1960) is the current Senior Advisor for Security Negotiations and Agreements and the former U.S. Ambassador to the Kingdom of Thailand, having been appointed October 22, 2007. Ambassador John joined the Foreign Service in 198 ...
fell to her death at Herald Towers in 2010, residents expressed concerns that the building was attracting raucous parties and that the building's managers were not preventing such parties. The Gap store at the building's base operated until 2018. Some tenants had fallen behind on rent payments by 2021, prompting JEMB to sue these tenants. This prompted several tenants to file lawsuits in the New York Supreme Court. Additionally, in the early 2020s, amid efforts to legalize full-scale
gambling in New York Gambling (also known as betting or gaming) is the wagering of something of value ("the stakes") on a random event with the intent of winning something else of value, where instances of strategy are discounted. Gambling thus requires three el ...
, Morris Bailey considered erecting a casino on the site of Herald Towers.


Notable events

In its early years, the McAlpin hosted numerous events. Former U.S. president
William Howard Taft William Howard Taft (September 15, 1857March 8, 1930) was the 27th president of the United States (1909–1913) and the tenth chief justice of the United States (1921–1930), the only person to have held both offices. Taft was elected pr ...
attended a party at the McAlpin in 1913 to mark the hotel's first anniversary. At a 1914 banquet in the hotel, members of the
New York Democratic Party The New York State Democratic Committee is the affiliate of the Democratic Party in the U.S. state of New York. Its headquarters are in Manhattan, and it has an office in Albany.Tammany Hall Tammany Hall, also known as the Society of St. Tammany, the Sons of St. Tammany, or the Columbian Order, was a New York City political organization founded in 1786 and incorporated on May 12, 1789 as the Tammany Society. It became the main loc ...
political machine. In October 1917 and again in December 1918, the McAlpin hosted conferences for the
League of Small and Subject Nationalities League or The League may refer to: Arts and entertainment * ''Leagues'' (band), an American rock band * ''The League'', an American sitcom broadcast on FX and FXX about fantasy football Sports * Sports league * Rugby league, full contact footba ...
, a New York City-based self-determinist organization led by Frederic C. Howe. When
Luisa Tetrazzini Luisa Tetrazzini (June 29, 1871 in Florence – April 28, 1940 in Milan) was an Italian dramatic coloratura soprano of great international fame. Tetrazzini "had a scintillating voice with a brilliant timbre and a range and agility well b ...
sang from her hotel room in December 1920, the
United States Army Signal Corps The United States Army Signal Corps (USASC) is a branch of the United States Army that creates and manages communications and information systems for the command and control of combined arms forces. It was established in 1860, the brainchild of Ma ...
broadcast her performance to warships. This made Tetrazzini the first woman to sing to military personnel via radio broadcast. The
New York Republican State Committee The New York Republican State Committee, established in 1855, is the New York State affiliate of the United States Republican Party (GOP). The party has headquarters in Albany, Buffalo, and New York City.
opened a headquarters at the McAlpin in 1926. In a 1945 ceremony at the hotel,
Mordecai Kaplan Mordecai Menahem Kaplan (born Mottel Kaplan; June 11, 1881 – November 8, 1983), was a Lithuanian-born American rabbi, writer, Jewish educator, professor, theologian, philosopher, activist, and religious leader who founded the Reconstructionist ...
was excommunicated by the Union of Orthodox Rabbis of the United States and Canada.
Jackie Robinson Jack Roosevelt Robinson (January 31, 1919 – October 24, 1972) was an American professional baseball player who became the first African American to play in Major League Baseball (MLB) in the modern era. Robinson broke the baseball color line ...
was living on the 11th floor in 1947 when the
Brooklyn Dodgers The Brooklyn Dodgers were a Major League Baseball team founded in 1884 as a member of the American Association (19th century), American Association before joining the National League in 1890. They remained in Brooklyn until 1957, after which the ...
called to tell him that he would be the first African American player in
Major League Baseball Major League Baseball (MLB) is a professional baseball organization and the oldest major professional sports league in the world. MLB is composed of 30 total teams, divided equally between the National League (NL) and the American League (AL), ...
. The building's facade contains a plaque with the text "In this building on April 10, 1947, Jackie Robinson received his historic call from the Brooklyn Dodgers and changed America." The hotel continued to host major events in later years. The hotel hosted the U.S. National High School Chess Championship every year from 1969 to 1975, except for 1973. Additionally, the First National Jewish Women's Conference took place at the hotel in 1973, after the
Reform Jewish Reform Judaism, also known as Liberal Judaism or Progressive Judaism, is a major Jewish denomination that emphasizes the evolving nature of Judaism, the superiority of its ethical aspects to its ceremonial ones, and belief in a continuous searc ...
denomination began to ordain female rabbis. During the
1976 Democratic Party presidential primaries From January 27 to June 8, 1976, voters of the Democratic Party chose its nominee for president in the 1976 United States presidential election. Former Georgia governor Jimmy Carter was selected as the nominee through a series of primary election ...
, U.S. senator
Fred R. Harris Fred Roy Harris (born November 13, 1930) is an American academic, author, and former politician who served as a Democratic member of the United States Senate from Oklahoma. Born in Walters, Oklahoma, Harris was elected to the Oklahoma Senate ...
of Oklahoma launched his presidential campaign at the hotel, and California governor
Jerry Brown Edmund Gerald Brown Jr. (born April 7, 1938) is an American lawyer, author, and politician who served as the 34th and 39th governor of California from 1975 to 1983 and 2011 to 2019. A member of the Democratic Party, he was elected Secretary of S ...
had his headquarters on the McAlpin's 15th floor.


See also

* List of buildings and structures on Broadway in Manhattan *
List of former hotels in Manhattan This is a list of former hotels in Manhattan, New York City. Former hotels in Manhattan * 995 Fifth Avenue * The Ansonia * Astor House * Barbizon-Plaza Hotel * City Hotel * Dauphin Hotel * Drake Hotel * Endicott Hotel * Fifth ...


References


Notes


Citations


Sources

* * *


External links


Herald Towers

Photos of original interiors
{{DEFAULTSORT:Hotel Mcalpin 1912 establishments in New York City 34th Street (Manhattan) Apartment buildings in New York City Broadway (Manhattan) Defunct hotels in Manhattan Hotel buildings completed in 1912 Midtown Manhattan Sheraton hotels Sixth Avenue