the founders of the company decided to abandon the theatre and lease it out. Plans were made to construct a smaller building in the theatre district, but it was found to be impracticable and the company folded.<ref>"The New Theatre", The New York Times, December 22, 1911.</ref> The theatre critic William Winter wrote: Century Theatre In 1911, the building was leased to other theatre managers, who changed the name to the Century Theatre, the Century Opera House (1913), and the Century once more (1915), with Florenz Ziegfeld as manager. From Europe in 1912 came Judith Gautier and Pierre Loti, producers and supervisors of The Daughter of Heaven. Despite their efforts, the critic of The New York Times found the play "rich in spectacle, but dramatically deficient", and the scene changes tedious and "long delayed". In 1917, producers Florenz Ziegfeld and Charles Dillingham opened the roof garden as a nightclub and named it the Cocoanut Grove, based on the success of a similar venue, Ziegfeld Midnight Frolic at the New Amsterdam Theatre. The "Shrine of Snobbism", as the WPA Guide called it, was demolished in 1930. The next year, the Art Deco Century Apartments (designed and developed by the office of Irwin S. Chanin) was completed on the Century Theatre's site. Gallery References The New Theatre (New York, 1909), which gives the names of founders, officers, etc., with biographical sketches and portraits of the company The New Theatre, Season 1909–10'' (New York, 1910), for titles of plays, dates of production, casts, etc. External links New Theatre costume designs, 1909-1911, held by the Billy Rose Theatre Division, New York Public Library for the Performing Arts 1909 establishments in New York City 1931 disestablishments in New York (state) Beaux-Arts architecture in New York City Buildings and structures demolished in 1931 Carrère and Hastings buildings Demolished buildings and structures in Manhattan Demolished theatres in New York City Former theatres in Manhattan Metropolitan Opera Opera houses in New York City Theatres completed in 1909 Upper West Side