Emboldened by Echo Park and desperate to prevent the Grand Canyon from reaching the same fate as Glen, Brower and the Sierra Club directed attention towards the proposed Bridge and Marble dams. The Sierra Club launched an extensive publicity campaign to sway public opinion against the plan; in response to the USBR's argument that new reservoirs would open up the Grand Canyon to recreational boaters as Lake Powell had, a full-page advertisement in the "New York Times" ran the slogan: "Should we also flood the Sistine Chapel so tourists can float nearer the ceiling?" Faced with public outcry, the Bureau abandoned its Grand Canyon dams, effectively terminating most of the Pacific Southwest Water Plan, in 1968. The coal-fired Navajo Generating Station was built near Page, to make up for the electric power that was lost with the cancellation of the dam project. The Sierra Club lost its IRS tax-exempt status a day after the advertisement was released; ostensibly, this was due to its disruptive political activities. However, the group's membership more than doubled in the next three years, many of them citizens unhappy with the IRS' apparent overreach.