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The story of a downfall

An article spread across one and a third pages of The Montrealer magazine, on the subject of the closing of The New Penelope and featuring a dark black and white image of a reflective-looking Gary Eisenkraft smoking a cigarette.

Date: December 1968
Credit: The Montrealer

This article relates in a few words the short life of The New Penelope, from its successful days to its downfall.

Transcription:

(Caption of photo)

GARY EISENKRAFT

He was Managing Director of the New Penelope. His co-directors were Robert MacKenzie and Nathaniel Katz. The club had a staff of fifteen, all under twenty-five years old… as is Eisenkraft himself. The Montrealer thanks them forgiving their audiences more than their moneysworth of music.

(Article)

The “New Penelope”

by Chris Collyer

It can now be said that the “New Penelope” was successful in every way — except financially. It had a wide and loyal following among students and young people in Montreal‚ and an excellent reputation all across Canada.

From its opening the club was saddied with debt. Incorporated in January, 1967, it was granted a charter from the Province of Quebec to operate as a private non-profit establishment, with the aim of keeping music as a progressive performing art alive in Montreal and to offer the best in music for its card-holding members.

Over the past two years, the “New Penelope” has fulfilled this obligation. It has presented some of the best singers and groups in North America. Joni Mitchell, Gordon Lightfoot, Tim Hardin, Jesse Winchester, Ian and Sylvia have all made appearances – together with Junior Wells, Muddy Waters, The Times Square Two, The Sidetrack, The Fugs, The Paul Butterfield Blues band, The James Cotton Blues Band, The Linn County Blues Band, The Enchanted Forest and The Peanut Butter Conspiracy.

In spite of being able to attract this imposing array of talent, the club maintained its policy of gearing prices to what students could afford. The most charged to see any performance was three dollars. And although most clubs are licensed to sell liquor, a major source of revenue, the “New Penelope” served only coffee and soft drinks — and never closed its doors on its younger customers.

There was no lack of willing support for the club when the financial crunch came. The need was for $30,000 to pay off all debs and rebuild the interior environment. (It must be admitted that the architecture of the “New Penelope” left much to be desired. The seating arrangements crowded the audience into bleacher benches highly uncomfortable to sit on for long periods of time).

In June, 1968, the SP.N.P. : Society For The Preservation Of The “New Penelope” was founded for the purposes of raising money for the club. Chairman of the SPNP was well-known public_relations executive Paul Wisenthal. Vice-Chairman was Alec Familiant, President of Créations Familiant. Secretary Treasurer was Jack Shalinsky, President of Astro Electronics.

A radio campaign called for help with the finances of the “New Penelope” The staff of the club arranged for internationally acclaimed groups to donate their time and talents for benefit performances. They collected contributions from Montreal businessman — and at least one rival establishment.

But the final sum raised was, alas, a long way from the necessary $30,000 and the “New Penelope” had to put up the shutters. Montreal will be the poorer for its passing.