This postcard shows the first million-dollar hotel in St. Petersburg in the 1920s.
The historic hotel was replaced by the Florencia high-rise condos. The developer sponsored a historical marker paying tribute to the Soreno along with a display of historical photos in the lobby.
Soreno Hotel not long after it was completed
Soreno Hotel and adjacent Yacht Club in late 1920s, early 1930s
Travel ad for hotel and Yacht Club, 1930s-1940s
Backstory and Context
The hotel's demolition proved to be extremely controversial. For instance, the locals felt their desires and feelings about the hotel were neglected, as the hotel was demolished upon faulty reasoning. The initial purpose of demolishing the hotel was never carried out, as the citizens in the area claimed that the building was torn down for no legitimate reason.
Formerly known as the Soreno Hotel, the Florencia took over the grounds of the former hotel. It became a condominium location in the heart of St. Petersburg. In remembrance of the Soreno Hotel, there is a fountain at the back-side of the Florencia that has the Soreno's logo written along its surface. Also, this logo, the coat-of-arms, was placed on many of the Florencia's dining dishes.
Many features of the old Soreno Hotel were mirrored in the new building. The entirety of the old hotel's decorations revolved around a Mediterranean style of architecture. Features of the old hotel included a clay tiled roof, stucco, arched entrance, and sqraffito decor. The new hotel mimicked this sense of style and also included a remodeled room based on the old hotel's famous Park Room.
Soreno Hotel. Waymarking.com. May 17, 2007. Accessed March 22, 2017. http://www.waymarking.com/waymarks/WM1J8F.