{"id":56107,"date":"2024-11-14T12:12:07","date_gmt":"2024-11-14T17:12:07","guid":{"rendered":"https:\/\/gentologie.com\/?p=56107"},"modified":"2026-03-06T12:22:53","modified_gmt":"2026-03-06T17:22:53","slug":"the-club-st-denis-the-return-of-a-legend","status":"publish","type":"post","link":"https:\/\/gentologie.com\/en\/art-of-living\/the-club-st-denis-the-return-of-a-legend\/","title":{"rendered":"The Club St-Denis: The return of a legend"},"content":{"rendered":"\n
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\u2019s rebirth at length, I met with the general manager and daughter of Mr. Lefebvre, Ms. Alex-Ann Lefebvre.<\/p>\n\n\n\n
The Long History of the Club St-Denis<\/b><\/b><\/h2>\n\n\n
\nA signature in the guestbook of the former Club St-Denis Photo: Maryse Boyce<\/figcaption><\/figure>\n<\/div>\n\n\n
\u201cIt all started on St-Laurent Street in 1874, under the name Cercle de l\u2019Union,\u201d began Ms. Lefebvre. \u201cIn 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,\u201d 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.<\/p>\n\n\n
\nDenis Lefebvre, owner of Club St-Denis, and his daughter Alex-Ann Lefebvre, General Manager. Photo: Maryse Boyce<\/figcaption><\/figure>\n<\/div>\n\n\n
Due to the purchase of the building\u2019s various floors by Proaction International, Mr. Lefebvre\u2019s company, he became the owner of the mythical place in 2015. \u201cDuring 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,\u201d recounted the HEC Montreal graduate in marketing and human resources.<\/p>\n\n\n\n
The Initial Concept<\/b><\/h2>\n\n\n
\nA few bottles of Pol Roger Champagne can be found in the cellars of some of the owners. Photo: Maryse Boyce<\/figcaption><\/figure>\n<\/div>\n\n\n
\u201cWe wanted part of the establishment to have private cellars inspired by the Club\u2019s 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\u2019t want to enter the traditional private club niche [like those already existing], and we observed that people\u2019s 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,\u201d added the general manager.<\/p>\n\n\n\n
Introducing the Venue<\/h2>\n\n\n
\nThe stunning lighting fixtures at Club St-Denis Photo: Maryse Boyce<\/figcaption><\/figure>\n<\/div>\n\n\n
Since the Club had been closed for some time, I was curious about how Club St-Denis recruits new members. \u201cHonestly, 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\u2019s 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,\u201d explained Ms. Lefebvre.<\/p>\n\n\n\n
Artistry: A Key Milestone of The Club St-Denis<\/b><\/b><\/h2>\n\n\n
\nA majestic peacock among the Club St-Denis artworks Photo: Maryse Boyce<\/figcaption><\/figure>\n<\/div>\n\n\n
As I set foot inside the 257 Sherbrooke Street East, I immediately noticed a strong emphasis on art. \u201cThis 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\u2019s 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 D\u00e9couvART 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\u2019ve taken,\u201d highlighted the general manager of Club St-Denis. <\/span><\/p>\n\n\n\n
The Operations of The Club St-Denis<\/h2>\n\n\n
\nAlex-Ann Lefebvre, Club St-Denis General Manager Photo: Maryse Boyce<\/figcaption><\/figure>\n<\/div>\n\n\n
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.<\/p>\n\n\n\n
The Club\u2019s 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.<\/p>\n\n\n\n
A Glimpse of Fame<\/b><\/h2>\n\n\n
\nClub St-Denis is featured in a scene from the TV series \u201cAvant le\u00a0Crash\u201d with Karine Gonthier-Hyman and \u00c9ric Bruneau. Photo: Bertrand Calmeau<\/figcaption><\/figure>\n<\/div>\n\n\n
Think you\u2019ve seen Club St-Denis on your screens? You\u2019re not dreaming! The venue was recently featured in the TV series \u201cAvant le crash\u201d on Radio-Canada and the reality show \u201cThe Bachelor\u201d 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<\/a>‘s Wine Club.<\/span><\/p>\n\n\n\n
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