As reported here and elsewhere, I am designing The Elsinore at 17 Stanton Street -but is this true? Alas, I must say no. In a daring move to correct a glaring problem, the players-to-be-named-later at 17 Stanton are dropping the name and opting to go with a new one. Named after the castle Elsinore from William Shakespeare’s Hamlet, the name didn’t get the desired traction, and hours before opening, the change has been made. I am sworn to secrecy about the new brand, but personally like it a lot more. I thought The Elsinore was an awful name and found few who liked it. On three separate occasions, people heard it and declared "they’ll call it El Snore". At BINGO the other night, a nightlife operator said it was "the worst name he had ever heard." I got all defensive but a thousand "I knows" would not have lessened the feeling of emptiness I felt that something I was building would be saddled with "Elsinore".
William Shakespeare, who I will refer to here as Billy, Willy, Will, the Common Bard, or the Bard of Avon said it best with his "What’s in a name? That which we call a rose by any other name would smell as sweet." I double-checked the spelling of Billy’s last name and got this:
"During Shakespeare’s career as actor and dramatist, variations seemed to have had decreased considerably, and on many documents concerning Shakespeare’s land deals and theatrical company patents, the name is spelled Shakespere, although Shakspeare, Shakspere, Shackspeare, and Shakespeare also appear, often with multiple spellings occurring within the same document."
The 17 Stanton Street space, which is all blue and beautiful, will soon be known by its new name. The Elsinore will soon be forgotten, the sun, the stars, and the moon will rise and set, and the beautiful people will come and drink and be merry and embrace the change as they embrace all change. If they get a little confused or have to think about it too much, they’ll just pop another bottle. The castle Elsinore still stands in Denmark where it always has and will surely remain oblivious to the usurpers and their flock at 17 Stanton.
That movie Anonymous,
and a whole lot of sharp people (not just internet conspiracy nuts), think Willy may not have written these plays at all. They think this dude
Lord Edward de Vere may have been the real author.
The new name of 17 Stanton will be revealed today or tomorrow. As the Common Bard once said (maybe): "Though this be madness, yet there is method in’t." Before you go quoting Will at me with stuff like "Lord, what fools these mortals be!’ I’ll sling some Bard of Avon at you: "If you can look into the seeds of time, and say which grain will grow and which will not, speak then unto me." I agree, for "therin lies the rub" (attribute to Bill or Lord de Vere, your call).
Will the new name have time to catch on as the joint opens in just a few days? Mr Shackspeare might have said "Boldness be my friend!" This is a bold move by experienced players. I heard their misgivings about the name The Elsinore and quoted Billy Bard at them: "For my part, it was Greek to me." Although something in the back of mind whispered Danish. I continued with another Williamism: "Cowards die many times before their deaths; the valiant never taste of death but once." When asked what the hell that meant, I replied, "I’m never really sure with The Bard of Avon." I dug deep into Bill and spat out, "I am not bound to please thee with my answer." And doubled-up with "Come, gentlemen, I hope we shall drink down all unkindness"… to confuse them.
Someone sent for some CliffsNotes
and slung these Bard bows and arrows at me: "The golden age is before us, not behind us," followed by, "If to do were as easy as to know what were good to do, chapels had been churches, and poor men’s cottage princes’ palaces." I googled Will and offered "No legacy is so rich as honesty," and then quickly, "I hold the world but as the world, Gratiano; A stage where every man must play a part, And mine is a sad one." I could have taken some words of Willy and offered them in The Elsinore’s defense: "Tis better to bear the ills we have, than fly to others that we know not of." I could have tried to make them pause, delay them from this deed with some Common Bard stuff like, "There are more things in heaven and earth, Horatio, than are dreamt of in your philosophy." I did not. I agreed with the change. I was sad to say goodbye to "The Elsinore" on some weird nostalgic level, but agree it was just a bad name. I believe that the place and the players will come out of this smelling sweeter than roses without that moniker.
The players weighed living with a name they didn’t love but losing some marketing steam or going with something new and grabbing some publicity (like this) to offset that. There is a lot more to this story, but my designer hat is stifling my writer hat. I have read, indeed, my Shakspere and offer "the pattern of all patience; I will say nothing." I whipped up my Hamlet CliffsNotes and heeded the words from Act V, Scene ii: "The rest is silence."
Alas, poor The Elsinore – I knew him. I close with some predictable words from Lord Edward or William Shakespeare… "Good night, good night! Parting is such sweet sorrow, that I shall say good night till it be morrow."