At his niece's suggestion, Astor named the new hotel after Upper St.Regis Lake in the Adirondacks, which in turn was named for French Jesuit priest Jean-François Régis.
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John Jacob Astor died when the RMS Titanic sank in 1912. His 20-year-old son Vincent Astor inherited $150 million of real estate, including the St. Regis Hotel, which had been valued at $2.675 million.
With notes of rich American Beauty roses - her favorite flower – green stems, white lilies and the delicate sweetness of quince, apple and cherry blossom, Caroline`s Four Hundred, embraces all of the blooms that adorned her ballroom on that unforgettable evening in 1900. The St. Regis fragrance is featured at all St.
Central to the new branding campaign is the “Live Exquisite” tagline and a positioning built “all around living exquisitely” while retaining the heritage, traditions and rituals the brand is known for, according to Lisa Holladay, vice president and global brand leader for St Regis.