Row NYC

What Row NYC does

Row NYC is a privately held, 1,331-room hotel property located in the heart of Times Square in Manhattan (1568 Broadway / 700 8th Ave, New York City). Founded in 1928 under the name Hotel Lincoln and rebranded multiple times through its history (Hotel Manhattan in 1957, Royal Manhattan in 1969, Milford Plaza in 1980, and Row NYC in 2014), the property was comprehensively renovated and reopened in May 2026 under professional management by Highgate, a large hospitality management company that operates as the effective parent operator. The asset offers guest accommodations across multiple room tiers (Standard, Superior, Premium, Deluxe, One-Bedroom Suite, Penthouse Suite, and ADA-compliant rooms) ranging from 200 to 647 sq. ft., complemented by a 90-seat all-day café and bar called Percy All Day, a third-floor fitness center, pet-friendly accommodations, valet and self-parking, and a mandatory $40/night destination fee that bundles partner discounts (iCandy NYC, Skywalk, Citi Bike, Broadway tours).

The underlying technology stack is standard hospitality infrastructure: RFID door locks, property-wide WiFi, smoke detection systems, flat-screen TVs with Google Cast streaming, and modern guest-room finishes. There is no evidence of proprietary AI/ML, APIs, SDKs, or differentiated software platforms. Core technology investments have been in physical renovation and amenity modernization rather than software differentiation.

The business model is asset-heavy hospitality revenue: nightly room rentals starting at $279/night as the primary revenue stream, supplemented by the mandatory destination fee, on-site F&B, parking ($70–$80/24 hours), pet fees ($75–$100 per stay), and group/corporate bookings handled by a dedicated sales team. Distribution runs through direct website booking, phone reservations, major OTAs (Booking.com, Expedia, Hotels.com), and a dedicated group sales channel targeting tour groups, school groups, performance groups, and corporate travelers. Customer segmentation spans leisure tourists, Broadway audiences, families, corporate travelers, and organized groups, with no named enterprise anchors — a structurally long-tail, low-concentration demand base highly exposed to NYC tourism cyclicality and event-driven demand such as the 2026 World Cup.

Name

Row NYC

Legal name

ROW NYC

Website

https://rownyc.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

251–500 employees

Short description

Row NYC is a 1,331-room privately held hotel in Times Square, Manhattan, operated by Highgate, offering accommodations, on-site dining at Percy All Day, and ancillary amenities to leisure tourists, Broadway audiences, families, corporate travelers, and organized groups.

Ownership category

akta.pro rank

Product category

Hotel Accommodations

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Hotel Bars & Rooftop Bars (CRANACAL), Large Group & Event-Friendly Homes (THAMAAAM)

Keywords

• Hotel accommodations
• Hospitality services
• Times Square lodging
• Group accommodations
• Hotel packages

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Guest Room Revenue: Primary revenue stream from nightly room rentals across 1,331 guest rooms and suites. Room rates vary by season, room type, and availability, with standard rates starting from $279 per night.
2. Food and Beverage: On-site Percy All Day restaurant and café provides dining revenue. Available minibar service by request for $40 per request.
3. Destination Fee: Mandatory daily destination fee of $40 per night ($45.90 with tax) that provides access to various amenities, discounts, and partner attraction offers including iCandy NYC, Skywalk, Citi Bike, and Broadway tour discounts.
4. Valet and Self-Parking: On-site parking services including valet parking at $80 per 24 hours and self-parking at $70 per 24 hours.
5. Pet Accommodations: Pet-friendly hotel offering pet accommodations for $100 per pet per stay, generating incremental revenue from pet-owning travelers.
6. Group and Corporate Bookings: Room block sales to tour groups, school groups, corporate travelers, and performance/event groups with negotiated rates and dedicated sales support.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Row NYC operates a 1,331-room hotel in the heart of Times Square, Manhattan, offering guest accommodations across multiple room categories. The property features the on-site Percy All Day café and bar, a 24-hour fitness center, and provides various packages including bed & breakfast, valet parking, pet-friendly stays, dining credits, and Broadway/Skywalk attraction bundles.

Product overview

ROW NYC is a 1,331-room hotel located in the heart of Times Square offering guest accommodations and hospitality services. The hotel operates a unified product portfolio centered on its core hotel accommodation service supplemented by Percy All Day, an all-day café and bar. Additional revenue streams include various add-on packages (Grand Opening Special, Bed & Breakfast, Valet Park & Stay, Pet Package, Stay & Dine, Skywalk Above Times Square, Staycation Package) and group accommodations services. The hotel reopened in May 2026 following comprehensive renovations.

Differentiator

Problem solved

Functional benefit

Brands

• Percy All Day: An all-day café and bar located in the lobby of ROW NYC, serving coffee, comfort food, and cocktails from morning to night.

Products and services

• Hotel Accommodations 1,331 guest rooms and suites across categories including Standard Full, Standard Queen, Superior King, Superior Queen, Superior Two Doubles, Premium Queen City View, Premium King City View, Deluxe King, Deluxe Two Doubles, One Bedroom Suite, Penthouse Suite, and ADA-compliant accessible rooms ranging from 200 to 647 sq. ft. Targeted at leisure travelers, families, Broadway audiences, and groups visiting New York City.
• Percy All Day An all-day café and bar located just off the lobby serving coffee, comfort food, cocktails, and shareable bites from morning to night. Features breakfast (6:30 AM - 11:00 AM), lunch (11:00 AM - 2:00 PM), dinner (5:00 PM - 10:30 PM), and bar service. Open to hotel guests and local visitors.
• Group Accommodations Tailored group accommodations for tour groups, student groups, performance groups, and corporate travelers. Includes dedicated group sales team, free Wi-Fi, and central location near major NYC attractions. Available with negotiated rates and customized arrangements.
• Grand Opening Special Package Limited-time promotional package offering 20% off room rates for stays of 2 or more nights during the hotel's grand reopening period.
• Bed & Breakfast Package Package including continental breakfast at Percy All Day, featuring orange juice, yogurt, pastry or egg sandwich, fresh brewed coffee or tea, and whole fruit. Available daily from 7:00 AM to 11:00 AM.
• Row NYC Pet Package Pet-friendly accommodation package for dogs and cats up to 50 lbs, including pet bowl and pet bed. Fee of $75 per stay (or $100 per pet per stay per other source). Service animals are exempt from fees.
• Skywalk Above Times Square Package Package offering exclusive access to the viewing deck at the iconic One Times Square building, plus 15% savings on iCandy NYC immersive attraction experience.
• Stay & Dine with Percy All Day Package including a $25 daily credit to use at Percy All Day for dining and drinks. Tax and gratuity not included.
• Fitness Center On-site fitness center on the Third Floor featuring brand new high-performance equipment including smart treadmills, elliptical machines, stationary bikes, free weights, stretch-and-tone area, and compound exercise machines. Open daily 24 hours.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• HighgatecoreOthersHighgate is the professional hotel management company overseeing ROW NYC operations. Following the property's 2026 renovation, Highgate assumed management responsibilities, bringing professional hotel management expertise to the property.
• iCandy NYCminorGTM or Marketing PartnerDiscounted or complimentary access to iCandy NYC attractions included as part of the hotel's destination fee program, providing guests with local entertainment options.
• SkywalkminorGTM or Marketing PartnerPartnership offering Skywalk attraction discounts to ROW NYC guests through the destination fee program, enhancing the guest experience with local sightseeing options.
• Citi BikeminorGTM or Marketing PartnerPartnership providing Citi Bike access or discounts to hotel guests, offering sustainable transportation options for exploring Manhattan.
• Broadway Tours PartnersminorGTM or Marketing PartnerDiscounted Broadway tour packages available to ROW NYC guests through destination fee benefits, leveraging the hotel's proximity to the theater district.
• Percy All DaycoreOthersOn-site restaurant and café operated at ROW NYC, providing food and beverage service to hotel guests and local visitors. Percy All Day is the property's signature dining establishment.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Hilton Times Square: 460-room full-service hotel directly on West 42nd Street in the heart of Times Square. Targets similar leisure, Broadway, and corporate segments with comparable room rate positioning and amenity profile including on-site F&B.
• The Knickerbocker Hotel: 330-room historic luxury hotel at 42nd Street and Broadway, originally opened in 1906. Comparable in heritage (similar age to Row NYC's 1928 origins) and Times Square positioning, with similar Broadway-leisure demand capture at slightly higher rate points.
• InterContinental New York Times Square: 607-room full-service hotel on West 44th Street. Targets the same upscale leisure, corporate, and group segments with comparable F&B, fitness, and modern amenities at similar rate positioning in the immediate Times Square footprint.
• New York Marriott Marquis: Largest direct competitor in Times Square with ~1,966 rooms. Operates as a premium full-service urban hotel steps from Broadway with similar group, corporate, and leisure mix at comparable rate points, making it the most direct scale and location comparable to Row NYC.
• Sheraton New York Times Square Hotel: ~1,780-room full-service hotel on 7th Avenue at 53rd Street, slightly north but well within the Times Square corridor. Competes for similar group, corporate, and leisure demand at comparable mid-upscale rate points and amenities.
• Crowne Plaza Times Square Manhattan: ~795-room full-service hotel on West 49th Street and Broadway. Competes for similar mid-upscale leisure, Broadway, and group demand with comparable meeting space, F&B, and amenity profile at overlapping rate points.
• The Westin New York at Times Square: 873-room full-service hotel on West 43rd Street between Times Square and the Theater District. Directly comparable in room count tier, location, leisure/business segment mix, and rate positioning.
• Hyatt Centric Times Square New York: 487-room full-service lifestyle hotel on West 45th Street in Times Square. Targets a near-identical leisure, Broadway, and group traveler mix at overlapping rate points with comparable F&B, fitness, and modern amenity profile.
• W New York - Times Square: Chic lifestyle hotel on West 47th Street steps from Times Square and Broadway theaters. Competes for the same Broadway tourist and leisure traveler base at premium rate points with similarly modern design-forward positioning.
• M Social Hotel Times Square: 480-room independent lifestyle hotel on West 45th Street. Targets similar Broadway tourist and value-conscious leisure segments at slightly lower price points with comparable modern design and F&B offerings, representing the closest independent-brand peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rownyc
• Xx.com/RowNYCHotel
• LinkedInlinkedin.com/company/the-milford-nyc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Row NYC