The first Roosevelt era
In 1923, Theodore Grunewald sold the hotel to a business group headed by Joseph, Felix, and Luca Vacarro. Immediately after the purchase the new owners put forth plans to tear down the original hotel building, build a new tower the same height as the Annex, and redesign the interior of the Annex. The Vacarro group spent $500,000 on the redesign alone, mainly redecorating and updating designs. The hotel was officially renamed The Roosevelt Hotel on October 31, 1923, in honor of President Theodore Roosevelt, whose efforts building the Panama Canal had been tremendous for the city of New Orleans, financially. A ceremony was held in the Romanesque Room (now known as the Blue Room) to commemorate the name change.
On October 1, 1925, the new Baronne Street tower was opened. It was 16 stories tall and once again gave the hotel space to add even more amenities. The new tower added a barber shop, a coffee shop, and stores which faced the street. By the end of 1925, the Romanesque Room became the Venetian Room and was known as a premiere jazz venue. The hotel began a tradition of decorating its block-long lobby for Christmas. The tradition continues to this day and has become a local icon of the holiday season.
In 1933, the hotel was operated by Niagara Falls businessman Frank A. Dudley and the United Hotels Company.[4] until a group named the New Orleans Roosevelt Corporation began an effort to acquire the hotel from the Vacarro Group. The group was headed by Seymour Weiss who had started his career at the hotel as the barber shop manager. He was later promoted to the Head of Publicity and Conventions, Associate Manager, Assistant Manager, and eventually General Manager of the hotel. In 1931, he became the Vice President and managing director. The sale of the hotel to Weiss's group was finalized on December 12, 1934.
After the purchase by Weiss, major changes and upgrades began throughout the hotel. The marble staircase in the lobby was removed and a ceiling was installed. This allowed the hotel to create more meeting space on the mezzanine level. The Grand Ballroom that was created at this was the largest meeting room in the city. All of the hotel's guest rooms were completely refurbished, and the Tip Top Club on the 12th floor was converted into guest suites. The Venetian Room was closed and remodeled. On December 31, 1935, the Blue Room opened and was, for decades, the premiere music venue in the city. The performers in the earlier years of the Blue Room included Glenn Miller, Tommy Dorsey, Sammy Kaye, and Guy Lombardo. On August 1, 1938, the Main Bar (now named the Sazerac Bar) opened. Its mahogany bar, walnut-paneled walls, and Paul Ninas murals are still a focal point of the hotel. On September 1, 1938, the Fountain Lounge opened.
Weiss was a confidant of Louisiana Governor and later U.S. Senator Huey P. Long. During the 1930s, when he was a U.S. Senator, Long used a 12th-floor suite at the hotel as his Louisiana headquarters and effective New Orleans residence.[5] He was known to imbibe Ramos gin fizzes and even had Sam Guarino, the head bartender, flown up to the New Yorker Hotel in New York City to teach the staff how to make them. His 'Deduct Box' was believed to be kept at the hotel. The 'Deduct Box' was where Long held all of the "contributions" from state employees and supporters. The box has never been found; a replica now stands in the lobby.
In 1949, Weiss purchased the rights to use the name "Sazerac Bar" from the Sazerac Company. The bar had previously been on Exchange Place before Prohibition and at 300 Carondelet Street afterward. He renovated a store front on Baronne Street which had previously held a wine-and-spirits store and opened the Sazerac Bar on September 26, 1949. As a sign of his marketing genius, Weiss announced through the news media that the new bar would abolish the previous 'men-only' house rule and admit women. Women from around the city flocked to the venue, and the event became known as Storming the Sazerac. The anniversary is celebrated every year at the hotel with vintage costumes and libations.
In 1954, the Shell Building was completed on Common Street, and Weiss negotiated to lease seven floors. The addition of this space allowed the hotel to increase to 900 rooms and to build the International Room, which could accommodate as many as 2,200 guests for one event. The International Room connected on the second floor with the other meeting rooms on the mezzanine level. With the increase in meeting space, a brand new banquet kitchen was built in 1955 on the same level. The kitchen to this day services all meetings and events in the hotel.
In 1959, the decision was made to close the Sazerac Bar on Baronne Street and transfer the name to the Main Bar. It is still named the Sazerac Bar today.
In 1964 Arthur Hailey resided at the hotel for two months. He went on to use it as the basis for his best selling novel Hotel (1965).
As Weiss grew older, he sought out a buyer for the hotel. The Swig family, owners of the Fairmont San Francisco became the new owners in 1965.
