“OH! What a lovely shade of Cardinal” red thread that runs through the new Live! by Loews Hotel in the midst of Cardinal Nation, St Louis, Missouri. Like the red that runs through the veins of “the best fans in baseball”, the Hotel will have a deep line of Cardinal running throughout as the narrative that underlines the history of the place as well as the spirit of the people.

We cannot underestimate the impact of a team that has injected the lives of fans almost every decade for 125 years with world series wins, firmly establishing the Cardinal’s Nation in the heart of Midwest and Southern United States. The hotel takes inspiration from the “Gateway City” to the West, where Bootleggers, Speakeasy’s and Beer Gardens fed the culture of a gritty gang of ballplayers. These stories inform the vision for a unique location for loyal lifelong members as well as new initiates to the red bird nation. “Traces of the past” form a foundation of the new Live! by Loews as the hotel sits literally atop the foundation of the old ballpark.