The Club St-Denis: The return of a legend

The world of private clubs has an almost mythical quality. While a few have closed in recent years, Club St-Denis, like a phoenix, has risen from the ashes in April 2023, thanks to Mr. Denis Lefebvre, the last member of the Club. To discuss the Club’s rebirth at length, I met with the general manager and daughter of Mr. Lefebvre, Ms. Alex-Ann Lefebvre.

The Long History of  the Club St-Denis

“It all started on St-Laurent Street in 1874, under the name Cercle de l’Union,” began Ms. Lefebvre. “In 1901, the institution moved to its current location at 257 Sherbrooke Street East. When it closed in 2009, the establishment was sold to investors, and my father started renting offices in the completely redesigned space,” she added with a touch of nostalgia. She also noted that the ballroom and the foyer are the only rooms that have retained part of the original design of the former Club St-Denis.

Due to the purchase of the building’s various floors by Proaction International, Mr. Lefebvre’s company, he became the owner of the mythical place in 2015. “During the pandemic, our consulting firm had several vacant spaces, and this sparked the whimsical idea of resurrecting Club St-Denis. In the fall of 2022, the project finally began with the drafting of plans for an entirely new concept,” recounted the HEC Montreal graduate in marketing and human resources.

The Initial Concept

“We wanted part of the establishment to have private cellars inspired by the Club’s history, which had a large wine cellar, but we did not want a restaurant. Moreover, requests for offices and meeting rooms were starting to rise again, so we had the idea of creating lounges. We didn’t want to enter the traditional private club niche [like those already existing], and we observed that people’s desire to gather again and have workspaces was evolving. To meet the needs of our younger members, our goal was to avoid the preconceived notions of private clubs. This is why the decoration is more current and modern,” added the general manager.

Introducing the Venue

Since the Club had been closed for some time, I was curious about how Club St-Denis recruits new members. “Honestly, my father [Mr. Lefebvre] has many contacts in the business world through the Proaction group. His network helped us find people interested in the concept, along with our friends, family, and acquaintances. They were our first members, and our strategy was then to recruit by association. For example, you had to know a member to become one [at our launch], but we now research the history of people applying for membership. This ensures a certain homogeneity within our community, and it’s not about age, as we have young entrepreneurs in their twenties as well as more established individuals in their fifties. This creates a wonderful mix of people who can help each other and share valuable advice,” explained Ms. Lefebvre.

Artistry: A Key Milestone of The Club St-Denis

As I set foot inside the 257 Sherbrooke Street East, I immediately noticed a strong emphasis on art. “This presence of art is the convergence of two things: the artistic history of the former Club St-Denis [which we want to continue] and my father’s art collection. We want the place to inspire creativity, and the presence of various paintings inside our walls certainly helps this process. I must add that we constantly support emerging artists. Whether with DécouvART evenings or by promoting an emerging artist each season whose works we exhibit in the foyer [along with a vernissage at our expense], we are proud of the actions we’ve taken,” highlighted the general manager of Club St-Denis. 

The Operations of The Club St-Denis

The Club, with a capacity of 350 members, offers an intimate aspect that is its main attraction. It brings together a small, exclusive community, and members can invite guests to expand the base, which stood at 75 members at the time of the interview.

The Club’s rooms are mostly accessible to members, subject to certain rental fees. They can be rented by both members and non-members. The interest in these rooms lies in their exclusive nature and the fact that they offer a unique place to discover in downtown Montreal for a client meeting. Mrs. Lefebvre also mentioned that they can be used for activities such as film shoots or conferences.

A Glimpse of Fame

Think you’ve seen Club St-Denis on your screens? You’re not dreaming! The venue was recently featured in the TV series “Avant le crash” on Radio-Canada and the reality show “The Bachelor” on ABC. Thus, many viewers had the opportunity to soak in the unique attractions of the Club. It’s also the city’s favourite venue for meetings of Jessica Harnois‘s Wine Club.

Visit the Club St-Denis website at this link.

This article originally appeared in Gentologie magazine No. 13. Get your copy here.