I’ve often heard the lamentation that August lacks any holidays. Eager to find something to celebrate this month (aside from parents of school-age children who rejoice that their offspring have headed back to class), I conducted a Wikipedia search to find out what celebrations occur during this oppressively hot month.
My search yielded a fortuitous result for sign professionals and aficionados. Two years ago, the U.S. Bowling Congress declared August 26 National Bowling Day, with the subsequent week to be observed as National Bowling Week. Bowling reached its heyday in the late 1950s, when alleys mushroomed nationwide. Bowling became part of the social fabric of middle- and working-class Americans, and competitive leagues became fixtures on many calendars. Moreover, the signage – much of it was fabricated in the Googie style of that period, which emphasized futuristic icons and playful typestyles – reflected that period’s optimism and imparted a distinct style that made bowling alleys signature destinations.
However, many bowling alleys, and the vintage signs that adorn them, have met the wrecking ball, or soon will. As Americans have become enamored of more fast-paced activities, bowling’s somewhat laconic pace has become passé, which has negatively impacted alley revenues. Also, as retail and housing developments loom as more profitable real estate, alley owners have reluctantly sold their properties. And, of course, times of economic uncertainty and high fuel costs inevitably strike recreational activities first.
With this in mind, it’s important to savor signature bowling-alley signage while it’s still standing. While the efforts of American Sign Museum President Tod Swormstedt to preserve old signs are commendable, it’s always best to appreciate them in their original environs.