Before the Times building ascended at 1 Times Square, there was a small hotel built around beer. During the 1890s, the Pabst Brewing Company began purchasing hotels and music halls to promote their beer. Securing properties in the Midwest and Chicago, Pabst would then sublease them to managers as long as they would only serve Pabst products. The New York Times had other ideas for this plot in then-Longacre Square.