Montebello, CA - One of the last remaining great bowling alley marquees left in the San Gabriel Valley was removed this week, as AMF chopped down the historic sign of the Beverly Bowl and plastered its AMF designation on the walls of the alley. Though the neon no longer lit up this huge sign in recent years, the familiar face of the bowling alley sign rising above the bland landscape, even as strip malls sprung up nearby, was always a welcome sight to see.

Beverly Bowl Marquee
Montebello, CA
Photo by RoadsidePeek.com

Check out the old roadside lettering at Beverly Bowl in Montebello. The marquee gave Beverly Boulevard a little space-age scenery, announcing a night at the lanes with considerably more personality than a sign beside the front door. Even without a bowling ball in the trunk, this one was worth stopping to photograph.

The big neon display belonged to the era when bowling centers made sure their presence was known from the street. Bold shapes and playful lettering helped turn an ordinary recreation stop into a roadside attraction. Finding the driveway was one thing. Remembering the place afterward was another, and a marquee like this helped with both.

Beverly Bowl Marquee
Montebello, CA
Photo by RoadsidePeek.com

For years, Beverly Bowl was part of the neighborhood’s entertainment routine. Inside were 36 lanes, offering room for league nights, family outings, and anyone who thought the next game might finally be the good one. Outside, the sign kept advertising the possibilities.

There was something fitting about all that enthusiasm above a bowling alley. A night at the lanes could produce a perfect strike, a stubborn split, or a score best left out of the conversation afterward. The marquee promised entertainment without making any guarantees about the results.

Beverly Bowl Sign
Montebello, CA
Photo by RoadsidePeek.com

The center became known as AMF Beverly Lanes during its long run. Corporate names and equipment changed, but the building continued serving the same basic purpose. People still came through the doors to rent shoes, meet friends, and send a ball toward ten waiting pins.

Unfortunately, the old sign didn’t enjoy that same continuity.

To the left is a recent shot (2004) of the Beverly Bowl marquee with the fabulous marquee still erect. Although the neon no longer was turned on at night, the googie lettering appeared to still be completely intact.

Beverly Bowl after sign removal
Montebello, CA
Photo by RoadsidePeek.com

Even after its neon stopped lighting up at night, the Googie lettering remained a distinctive part of the boulevard. In daylight, the shapes still had plenty to say. A sign doesn’t necessarily lose its appeal when the switch stays off, though working neon certainly gives it another chance to show off.

In 2004, the marquee was taken down. The towering display disappeared, taking one of the area’s memorable bowling signs out of the roadside scene. The building stayed, but its introduction from the street became much more ordinary.

Inside the Laneside Cafe
Montebello, CA
Photo courtesy Adriene Biondo

That distinction matters here. Beverly Bowl lost its sign and its old name, but the bowling center itself wasn’t demolished. Unlike the many Southern California lanes that gave way to shopping plazas or housing, this property continued welcoming bowlers.

Later branding brought the Bowlero name, followed by Lucky Strike Montebello. The arcade, food service, bar, and other amenities carry on the idea of making an evening of the visit. The surroundings have changed with the times, but the sound of falling pins still belongs to this address.

The cocktail bar is great at the Beverly Bowl it's called THE MASQUERADE! Check out the costumed figures inside.

The Masquerade Wall
Montebello, CA
Photo courtesy Adriene Biondo

For longtime customers, the newer name may take some getting used to. For roadside enthusiasts, it’s the missing marquee that leaves the larger gap. The old lettering gave the property an identity that could be appreciated from a passing car, before anyone saw the lanes inside.

UPDATE: The former Beverly Bowl at 1201 West Beverly Boulevard continues operating as Lucky Strike Montebello. The bowling building survives, but its distinctive Googie neon marquee was removed in 2004. 10-26

Now say goodbye to yet another of the great roadside signs. A familiar sight and treasure is now gone.

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