He soon opened the New Brighton Athletic Club, a two-story cafe and dance hall at 57 Great Jones Street (between Lafayette and Bowery). Kelly charmed socialites and other prominent citizens who frequented his club. Always well dressed, Kelly spoke French, Italian, and Spanish fluently, and appreciated fine art and classical music. His educated and sophisticated persona impressed many of New York's elite. During that time, Kelly's organization expanded into other parts of Manhattan and parts of New Jersey. Some of his top gunmen, such as "Kid Twist" Max Zwerbach and Richie Fitzpatrick, became alienated, defecting to the Eastman Gang, where they struggled for power after Eastman was sent to prison. Others, such as Johnny Spanish, went out on their own.