“During summer in the early 1890s, a huge electric sign dominated the side of the St. Germain Hotel, at Broadway and 22nd Street. The St. Germain stood on the sliver of land that would be home to the Flatiron building less than a decade later. But at that time, nothing obstructed the ad—which faced the fashionable hotels, streetcar lines, and shopping emporiums of Madison Square. ... The electric sign hoped to lure sweltering city residents to this middle class resort, a more genteel version of Coney Island on the same Brooklyn peninsula. But it also captivated Theodore Dreiser, who was new in New York City after a stint as a journalist in the Midwest. ...”
The Manhattan Beach Hotel, 1900
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