White Rabbit Bar located in San Francisco’s storied Triangle in the Cow Hollow neighbourhood evokes a comfortable living room experience with locals imbibing on cocktails, playing games, and listening to live music, vinyle selections and DJs. Weekend evenings features internationally recognized DJs playing to larger crowds. The space’s history is rooted in live music having been the launching pad for many well-known rock n’ roll icons as The Matrix, including The Doors, Jimi Hendrix, Janis Joplin and owner and musician Marty Balin’s own group, Jefferson Airplane. The bar’s namesake track, White Rabbit, was recorded in the bar in the 60s with vocals by Grace Slick. PlumpJack Group assumed ownership in 2000 as the MatrixFillmore and transitioned to the White Rabbit with a rebrand in 2018.