Milwaukee’s Landmark Lanes Is Celebrating 95 Years in Business
If someone were to rank must-do Milwaukee activities, going to Landmark Lanes would be pretty high on the list. For Milwaukeeans, the first visit to Landmark Lanes may feel a bit like a rite of passage-- a connection to one of the city’s most vibrant and historic entertainment spaces.
Landmark is not just their name, it’s a statement. The space is one of Milwaukee’s most iconic and recognizable establishments. For nearly 10 decades, Milwaukeeans have taken a stroll down the steps on Farwell Ave and entered the underground city, the multi-space, multi-purpose basement of entertainment. From Sept. 26 – Sept. 30 Landmark Lanes is celebrating their place in Milwaukee’s history with a week-long 95th Anniversary celebration.
Even in generations long passed, visitors have flocked to Landmark Lanes for a unique night on the town. Owner of Landmark Lanes Slava Tuzhilkov believes customers want more than just a stool and a pint, “they want entertainment, too.”
Tuzhilkov cites businesses like Nine Below, The Oriental Theater, AXE MKE and Crossroads Collective as examples of what kind of entertainment options east side customers have come to expect.
“The neighborhood is different now,” says Tuzhilkov. “North Avenue used to be one of the best bar districts in Milwaukee. Now, we have few plain bars left. We have transformed into more of an entertainment district.”
While Landmark Lanes is most widely known for its bowling, there are several other entertainment options for patrons to explore. There is an arcade room that boasts pinball, skee ball and air hockey among other retro games. The Back Bar has several dart boards and pool tables as well as cushioned banquette seating for relaxing between rounds. They have leagues for not only bowling, but for Magic: The Gathering. You can even find karaoke, live music and comedy within the walls of the underground city.
A Uniquely Milwaukee Origin
Landmark’s story begins in 1927, when construction for the Oriental Theater and Bensinger’s Recreation began in a Milwaukee that would be unrecognizable today. The buildings were replacing the Farwell Station, a horse, mule and streetcar barn. Just a few years later, the Great Depression began and wreaked havoc on businesses across the country. Both The Oriental and Bensinger’s survived the era, and a few years later began to thrive as a bar when prohibition ended in 1933.
In the 1950s, Bensinger's Recreation was leased to an independent operator who renamed it The Oriental Lanes. Soon after, automatic pinsetters were installed in the lanes for the first time, eliminating the need to have pin boys reset the lane after each turn.
By the 1970s, the drinking age in Wisconsin was lowered to 18, opening the door for a new demographic of young college students looking for a night out. By ‘72, the entertainment center was officially rebranded as Landmark Lanes.
Landmark Lanes has a place in Milwaukee’s queer history as well. In 1978 they hosted the first “Holiday Invitational Tournament,” which was touted as “Milwaukee’s Premiere Gay and Lesbian Bowling Tournament.” The event became so popular it was later moved to a larger bowling facility to accommodate a growing guest list.
By the ‘80s, Landmark was prime for expansion. The second bar and dart room were created, and hosted numerous professional and amateur dart leagues. The Bowling Center locker room was remodeled into the side bar. The game room expanded and welcomed pinball among other arcade games.
On April 22, 2004 Landmark Lanes was purchased by Slava Tuzhilkov, who still owns and operates it to this day. Over the years, Tuzhilkov has expanded and updated the bar, including updates to The Back Bar, electronic scoring for their bowling lanes, new signage and most recently, a brand new marquee-- all while maintaining the character and originality of the historic space.
Join In The Festivities
A 95th anniversary calls for a huge celebration, and that’s just what Tuzhilkov and his team are planning. The party takes place Monday, September 26 - Friday, September 30.
MONDAY, SEPTEMBER 26
Landmark Lanes is kicking off the party with a special Midwest Gaming Classic game night. Players can participate in a pool tournament, Magic: The Gathering tournament, as well as a bevy of classic arcade games.
TUESDAY, SEPTEMBER 27
Join in on the laughs on Tuesday when Milwaukee comedians J Tyler Menz and Tim Higgins host a special edition of Voyager in The Back Bar. Voyager is a unique comedy format where attending comics are chosen at random for a 5-minute set. After a series of sets, improvisers take the stage and create scenes inspired by the stand up sets. Tickets are $10 and can be purchased online.
WEDNESDAY, SEPTEMBER 28
On Wednesday, Landmark Lanes is partnering with another iconic Milwaukee business, Lakefront Brewery. Two specially brewed firkins will be created for the event and visitors can participate in a stein hoist competition. The folks at Lakefront are taking over the taps in The Back Bar to share their popular beers and new seasonal offerings. There will be giveaways throughout the night.
THURSDAY, SEPTEMBER 29
Landmark is collaborating with their neighbors at Milwaukee Film for Thursday’s Lebowski Night. The film begins at 6:30 P.M. at the Oriental. After the showing, pop down to Landmark Lanes for a Lebowski-themed after party with Moon Room karaoke, complimentary pours of Lebowski-inspired beers and of course the star of the night-- bowling!
FRIDAY, SEPTEMBER 30
The anniversary party wraps up on Friday with Customer Appreciation Night. Visitors can come by for free samples of beers and liquors as well as complimentary slices from Ian’s Pizza. Landmark Lanes swag will be gifted to customers throughout the night.
Any plan for the 100th? “Who knows what will happen between now and then,” says Tuzhilkov. “That’s why a few years back we started celebrating in 5 year increments. But if we make it to 100, it will be big.”
