Madison Square Garden in the city and a roof garden cabaret. The building cost $3 million. Madison Square Garden II was unsuccessful like the first Garden, and the New York Life Insurance Company, which held the mortgage on it, decided to tear it down in 1925 to make way for a new headquarters building, which would become the landmark Cass Gilbert-designed New York Life Building. A third Madison Square Garden opened in a new location, on 8th Avenue between 49th and 50th Streets, from 1925 to 1968. Groundbreaking on the third Madison Square Garden took place on January 9, 1925. Designed by the
Madison Square and Madison Square Park short skirts who served drinks and provided music-hall entertainment for the customers, began to appear as well; the waitresses were often willing to take the male customers upstairs to private rooms, or to one of the many nearby brothels which had also started to pop up. With the center of the expanding city moving north by the turn of the century, and the neighborhood becoming commercialized, elite residents moved farther uptown, away from Madison Square, enabling more restaurants, theatres and clubs to open up in the neighborhood, creating an entertainment district, albeit an upscale one where society balls and banquets