Francesca Vaccari and her daughter Marialina made the decision in 1960 to open a hotel in one of Rome's most opulent neighborhoods, Trieste, a residential area. They bought a building in 1938 and made it into a chic, modern hotel near the Villa Torlonia Gardens and the historic center of Rome. It was surrounded by foreign embassies and government offices. Since then, the Fenix Hotel has served as a hub for the surrounding businesses and organizations, including the Luiss University and the Sapienza University of Rome, both of which are right next to the hotel. The Vaccari Family has run the Fenix Hotel since 1960, continuing the family tradition of women running the hotel to this day. The Fenix has been given the refined touch and warm atmosphere that distinguish it thanks to Francesca Romana, Isabella, and now Anna, who are all members of the third generation.