1871-1929 | 1930's| 1940's & 1950's | 1960 - Present
1930: Daily Mirror gossip columnist Walter Winchell (the inspiration for Sweet Smell of Success character J.J. Hunsecker) is banned from ‘21’. As retribution, he runs a column noting that ‘21’ had never been raided by Prohibition agents. The next day, ’21’ is raided. Soon thereafter, Jack and Charlie hire architect Frank Buchanan to install a complex system to hide and destroy liquor in case of future raids, including the infamous ‘21’ Wine Cellar, now considered one of the world’s most coveted private dining rooms.
Want a bit more information on the architectural secrets of '21'? Read "Architecture and Construction History: The '21' Club" by Mr. Adam Gauntlett BA MA MSc RICS. Download the report here >>
52nd Street between Fifth and Sixth Avenues is nicknamed "Swing Street" and is home to over 30 speakeasies.
1931: A model of the British Airways "flying boat" is the first corporate toy hung from the '21' ceiling. Read more about the Bar Room “toys” >>
Jack purchases 19 West 52nd Street; in 1935, its lower floor becomes an addition to '21'.
1932: '21' is raided again in June when ten federal agents knock on the door. Doorman Jimmy Coslove squints through the peephole and, seeing the officers, activates a secret alarm that alerts management that a raid is imminent. The officers then burst in, and ransack the building, looking for liquor. After hours of searching the premises - closets, rooms, attic, basement - agents admit defeat and leave without finding the two thousand cases of contraband that is hidden downstairs. The great mystery as to why the agents never found the liquor? '21's secret Wine Cellar, built to be invisible. Read more about the secret wine cellar >>
According to Joyce and Lisa Baron, niece and great niece of former ‘21’ doorman Jimmy Coslove, he was one of 7 brothers and sisters who all had different spellings for the last name. According to family legend, Jimmy drove one of his sisters down to Florida to pick up booze, which they hid under the large car fenders to bring back up to New York for "21"; this made the situation look like a young couple on vacation rather than "rum-runners" so the police wouldn't bother them.
December 5, 1933: Prohibition is repealed.
1934: Charlie creates '21' Brands, a liquor importing/distilling/distributing company; its first salesman is then-aspiring actor David Niven.
Late 30s: The first jockey is donated by patron Jay Van Urk. Read more about ‘21’s jockeys >>
Christmas 1938: The Salvation Army Band hosts a holiday sing-a-long for '21' patrons. This annual tradition continues today.
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