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O’Keefe, Eugene (baptized Owen Keeffe)
Founder of Carling Brewery
By Patricia O Keeffe, Newmarket
A businessman and philanthropist; He was born 10 Dec. 1827 in Bandon, County Cork, (Republic of Ireland). Son of John Keeffe (O’Keefe) and Mary Russell; m. 23 Jan. 1862 Helen Charlotte Bailey (d. 1899) in Toronto, and they had a son and two daughters. Little is known of Eugene O’Keefe’s early life. His family came to the Canadas when he was five; two years later they settled in Toronto. It seems the family adopted the O’Keefe spelling when they immigrated. John O’Keefe was possibly the tavern proprietor and, later, the sailor listed in Toronto directories. Eugene was educated at the private school run by Denis Heffernan and at “the regular church schools.” In his youth he acquired a reputation as an expert bowler, oarsman, and horseman.
O’Keefe’s brother-in-law, John Murphy, operated a hotel and when he died O’Keefe helped his sister run it. He reputedly spent some time too in the grocery business. In 1856 he became a clerk at the Toronto Savings Bank, established two years before by Bishop Armand-François-Marie de Charbonnell and members of the Society of St Vincent de Paul. Perhaps Feehan, who had promoted the bank, played a role in O’Keefe’s appointment. O’Keefe worked for the bank until 1861, acquiring in the process a thorough knowledge of business practices, particularly accounting. His association with it did not end then, however. A director before and after its reorganization in 1872, he stayed on the board after the assets of the bank were taken over in 1879 by the Home Savings and Loan Company Limited. Later the same year Archbishop John Joseph Lynch sold this company to Frank Smith, a wealthy Catholic politician who made himself president and O’Keefe vice-president. O’ Keefe succeeded Smith in 1901 and oversaw another name change, to the Home Bank of Canada, which enjoyed its most prosperous years under his leadership.
In 1861 Victoria Brewery, at the corner of Victoria and Gould streets, came up for sale, O Keeffe formed a partnership with George Macaulay Hawke and a brewer, Patrick Cosgrave, to purchase this small but reputable operation. In 1891 they had it incorporated as O’Keefe Brewery Company of Toronto Limited.
On entering the business O’Keefe had known nothing about brewing. Before long he had increased productivity to 7,000 barrels a year. Ambitious and forward-looking, O’Keefe supervised additions to the plant in 1872, 1882, and 1889. Shortly after incorporation the entire brewery was replaced by a modern facility equipped with a 60,000-bushel malt-house. This plant lasted until 1911, when a brewery with a capacity of 500,000 barrels was built.
Brewing in 19th-century Ontario was a highly conservative and tradition-bound business. The source of O’Keefe’s rapid success was his willingness to be innovative and aggressive at every level of production and distribution. In 1879 he had introduced the large-scale production of lager; in 1898 he was the first brewer in Canada to install a mechanically refrigerated storehouse; and later he began using motorized vehicles. As early as the 1880s he was outselling his competition everywhere in Ontario. Recognized within the industry, he served as a president of the Ontario Brewers’ and Maltsters’ Association.
The premature death in 1911 of his only son, Eugene Bailey, effectively ended O’Keefe’s interest in his brewery’s long-term future and he sold his shares. The sizeable proceeds were applied to O’Keefe’s favourite charities, such as Peter’s pence, St Michael’s Hospital, and the repair of the rectory of St Michael’s Cathedral, of which he was a member. O’Keefe, who rarely did anything on a small scale, had already set out to erect new Catholic churches. For example, in 1907 he built St Monica’s Church on Broadway Avenue as a memorial to his wife. Four years later he purchased West Presbyterian Church on Denison Avenue and turned it over to immigrant Poles, who renamed it St Stanislaus Kostka Church. In each case he spent $30,000. His most impressive and lasting legacy is St Augustine’s Seminary on the Scarborough Bluffs, which opened in August 1913. O’Keefe gave the colossal sum of $400,000 towards its construction. Even in death he was generous. His will, which confirmed his status as the Catholic Church’s greatest benefactor in Toronto, directed the distribution of additional sums to church and civic charities, out of an estate worth $968,300; eventually $184,776 was given out.
Eugene O’Keefe was a Conservative in politics and a moderate nationalist in Irish affairs. He went to Ottawa in 1887 in an unsuccessful bid to stop William O’Brien, a fiery Home Ruler, from appearing in Toronto at the same time as Governor General Lord Lansdowne Petty-Fitzmaurice. One of Toronto’s richest men, O’Keefe carried more weight in the field of philanthropy. He exercised considerable influence over the work of the Society of St Vincent de Paul, the Catholic League, and the local branch of the United Irish League, and he was a trustee from 1906 of the Toronto General Hospital. As well, he was an original director of the Catholic Church Extension Society, and he sat on numerous parish committees at the cathedral. For his munificence and dedication to the church, he was the first Canadian layman to be made a private chamberlain to the pope, on 9 Jan. 1909.
O’Keefe died on 1 Oct. 1913 at his home, which he had built in the 1880s on Bond Street, across from his brewery. He was survived by one daughter, Helena Charlotte French. Three thousand people, including hundreds of brewery workers, attended his Requiem.
Material on Eugene O’Keefe and his family was graciously supplied to the author by Mrs Mary French Cluff, great-granddaughter.
The O’Keefe name was used as a tribute on the new O’Keefe Centre when it was built in 1960 by E. P. Taylor, then the head of O’Keefe Brewing Company. In 1996, the name was changed to the Hummingbird Centre. In 2007 the name was changed to the Sony Centre for the Performing Arts. His former mansion (O’Keefe House), located across from the former O’Keefe Brewery serves as a residence for students at Ryerson University and the brewery itself is now the Image Arts faculty building.
Since then, a handful of individuals have been actively trying to re-establish the O’Keefe name due to the vital role the man played in shaping the city during the Victorian period.
