 Rowe named it Don Ce-Sar after Don César de Bazan, the hero of William Vincent Wallace's opera "Maritana".Rowe's "Pink Lady" opened on January 16, 1928, with an extravagant party attended by the elite of Tampa and St. Petersburg.The hotel quickly became a favorite romping ground for the rich and famous of the Jazz Age including F. Scott Fitzgerald, Clarence Darrow, Al Capone, Lou Gehrig, and Franklin D. Roosevelt.