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1950-51 Theatre Catalog, 9th Edition, Page 462 (438)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 462
Page 462

1950-51 Theatre Catalog, 9th Edition, Page 462

LOCATED WITHIN A SHORT DISTANCE OF EACH OTHER, the Oriental Lanes and theatre form a proiitable business partnership. The 21 howling lanes are currently being extensively modernized.

tors which lend themselves to and support a mutually beneficial alliance between bowling alleys and theatres, two typical projects of this nature are presented below.

Orien'l'al Lanes. Milwaukee. Wis.

Located 28 below ground level in the basement of the Oriental Theatre, 2220 N. Farwell Street, the Oriental Lanes contain 21 bowling lanes, five billiard tables, a snack bar with a seating capacity of 24, and 100 spectator seats (space limits the use of more) situated directly behind the 21 lanes. The total basement area available is 28,560 square

FIG. Gem-bowling lane installation with center

feet. A cocktail bowling alleys.

The noise factor (crashing of the ball against the bowling pins) was completely eliminated by setting the pit end section of the bowling alleys under the stage of the theatre. It should be pointed out, however, that while this particular layout serves the Oriental Lanes extremely well, it might not be the most advisable procedure to follow in other cases. Competent acoustical engineers can easily make the necessary provisions to eliminate this noise factor entirely in most cases.

Bowlers are charged $.35 a game for

lounge adjoins the

bull returns (one of the most popular sizes).

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open play throughout the regular summer bowling season. League bowlers are charged $1.00 for three games (standard league play) before 5:30 p.m. and the regular rate of $.35 for bowling after this time. According to Proprietor Howard Blong, Oriental Lanes averaged 55 lines (games) per alley per day during 1950, with a high total of 1,986 games one Sunday afternoon.

The billiard tables which are operated along with the bowling alleys are a rich source of additional revenue. According to Blong, the operating cost of the tables runs only in the neighborhood of $500, and a net profit of $5,000 is pocketed at the end of the year. This high margin of profit is, of course, aided by the fact that the tables practically operate themselves. The desk man in the lobby is able to take complete charge of the billiard room without ever having to leave his desk.

Charges for the use of the billiard tables are dependent upon the number of participants and the playing time. Although other billiard operations in various localities may well have different fees, the Oriental Lanes enterprise charges $.60 an hour for single players, $.70'for two players, $.80 for three players, and $1.00 for four or more.

Another good producer of extra profits at Oriental Lanes is the rental of small compact lockers, especially designed by Brunswick for men and women bowlers, at a seasonal fee of $1.00. The lockers are erected in tiers of five which measure 30" wide, 22%" deep, and 72" high. Upkeep, except for fluorescent lights, is practically non-existent.

The adjoining cocktail lounge, plus cigarette and candy concessions, also contribute their due share of extra income to the overall operation. The bar even attracts a good many people who are neither bowling alley nor theatre patrons, but more often than not the cocktail lounge is mainly populated by those who have also spent money in the bowling alleys, theatre, or both, as well.

The operation and maintenance of the Oriental Lanes may be easily broken down. One person at the desk in the lobby takes care of both the billiard room and the bowling lanes. This same individual can also be used to assist in other capacities, if the need arises. One maintenance man takes care of the bowling lanes from the spectator seats to the pits, and two cleaning girls come in for four hours during the morning to keep the entire establishment sparkling clean.

1950-51 Theatre Catalog, 9th Edition, Page 462