Bay Area/ San Francisco/ Food & Drinks
Published on July 05, 2018
Go ask Hoodline: White Rabbit takes over Cow Hollow's MatrixPhoto: Eric K./Hoodline Tipline

A new bar called White Rabbit is set to open in the space once occupied by nightclub Matrix at 3138 Fillmore St. in Cow Hollow (between Pixley and Greenwich Streets). 

It's not clear what to expect from the new venue, but its website bills the spot as "a new gathering place for the Marina" with "beer, wine, beats, cocktails [and] bites."

We weren't able to find any public records regarding building renovations, but a search of Alcoholic Beverage Control records reveals that the location is licensed for catering services and serving alcohol.

We reached out to White Rabbit to learn more, but a message has not been returned as of press time. 

Photo: Alisa Scerrato/Hoodline

As we reported in February after Matrix closed, PlumpJack Group — the hospitality firm that owns the nightclub — retained the property while an upstairs office renovation was underway.

At the time, a representative suggested that the venue might be used as a private event space or reopen as something else. 

The nightclub has a storied past and was formerly known as The Matrix, which was opened in 1965 by Jefferson Airplane's Marty Balin. It was later purchased in 2001 by PlumpJack, a firm founded by Lt. Governor Gavin Newsom before he became mayor of San Francisco. Newsom's sister, Hillary Newsom, has served as the company's partner and president since 2009. 

Thanks for the tip, Mario T. and Eric K.!

Have you come across a new (or closing) restaurant? Text your tip and a photo to 415-200-3233, or email [email protected]. If we use your info in a story, we'll give you credit.