Rialto Theater

LouRugani on August 28, 2019 at 8:09 am

(January 2nd, 2018, by Lisa Holewa)

It is Small Business Saturday, and South Milwaukee’s downtown looks ready: holiday lights are strung from light posts on either side of the charming brick street, lined with storefronts dating back to the 1920s.

South Milwaukee is, not surprisingly, a city south of Milwaukee, about 10 miles from downtown. Just five square miles in size and with roughly 21,000 residents, South Milwaukee sits along the shores of Lake Michigan, east of the interstate linking Milwaukee to Chicago.

A movie made about South Milwaukee in the 1930s shows people streaming from the city’s Garden Theater, hats on men’s heads, women all in skirts, children neatly dressed, smiling and waving.

Today, that theater marquee still stands. It reads: Board Game Barrister, and no, that’s not the name of a movie.

It is a local retail chain owned by Gordon Lugauer, who has quickly stopped in at the South Milwaukee warehouse on the busiest shopping weekend of the year, as he makes his way among his other retail locations.

Board Game Barrister is a board game shop with three other locations in the Milwaukee area, two in thriving shopping malls and one along a retail corridor near a shopping mall. Those locations keep regular hours, of course. Games are displayed for people to touch, hold and examine. There are tables for people to play games, hold tournaments.

The South Milwaukee location, however, is not at all like the others. Among other things, it has irregular hours, and no board game tournaments. But that’s South Milwaukee, explains Lugauer. Lugauer’s family moved their carpet business, South Milwaukee Carpet and Vinyl, to the building when he was about three or four years old, in 1976. The family lived above the store. Next door, the once-thriving Garden Theater was by then operating as an arcade. One of the arcade games sparked a fire that destroyed the inside of the building. And so, the Lugauer’s carpet store took over the space, connecting the buildings and opening the former theater side as a warehouse.

Upstairs, the projection room of the theater became Lugauer’s bedroom, right behind the marquee. He and his brother played and invented board games together in that space above the family carpet store.

“That’s the romantic version,” Lugauer says, laughing. The other part of the story is that times were hard. The downtown that once had grocery stores and five-and-dimes and that movie theater now had just a handful of specialty stores. But in the late 1970s into the 1980s, that didn’t really seem to matter. Average middle class Midwestern families had cars and big box stores were only getting bigger. Who shopped local?

“The people in South Milwaukee stopped supporting local businesses 40 years ago,” Lugauer says. “An entire generation or more has grown up without shopping here. And that hasn’t changed.”

Lugauer’s father retired in 2014. At the time, he brought a friend, a commercial real estate agent, to the building. The friend looked around at the joined buildings, the additions, the alterations that spanned more than 100 years and a devastating fire. He said he couldn’t take the listing.

“And so I did what a good son would do so my parents could retire,” Lugauer says. He bought the building. And then he faced downtown South Milwaukee.

“I looked up and down the street and said: ‘What quality of tenant am I likely to be renting to? Oh man.’ And that’s how I became the tenant.”

Today, the former theater section serves as Board Game Barrister’s warehouse. The original carpet store serves as a small retail space displaying shelves of games rejected from the other stores, all at clearance prices.

“This is a masonry block shell with a roof,” he says. “I may want to do ‘x’ here, but the reality is different. And we have buildings like this all up and down Milwaukee Avenue.”

Lugauer does his best to keep reasonably regular hours. But this store is not where he earns his money. Instead, he says, its existence is more of a kindness to the city of South Milwaukee.

“It would really not be doing a justice to the city to have this boarded up,” he says. “So I keep it open as a retail space,” but he is not making even a tenth of what he first hoped for when he opened it.

Lee_Loveall on September 1, 2016 at 5:27 am

My mother, brother and I moved in with my grandparents in 1953 on 12th Avenue, 2-½ blocks west of the Garden Theater. I lived in the area until graduating from high school in 1966 and going into the service. I only knew the place as the Garden Theater. As a child I remember being able to get into the movie, buy popcorn and/or candy and a soda for under a dollar. It was a comfortable place to view the great movies of the time and take a date. I do not remember what year it closed but I am pretty sure it was after 1966. It’s only competition within a ten-mile radius was the Majestic Theater in Cudahy, and the 41-Twin Outdoor Theater in Franklin.