PHOTO CAPTION: New Braunfels Social Club, ca. 1930s.

By Tara V. Kohlenberg —

Reaching a certain age and lifespan in New Braunfels entitles me, and others like me, to call buildings/places by other names and not sound crazy. It is like a secret code. We can use the “old” name when referring to a current building, and not many will know what we are talking about. Recently, we were talking about the New Braunfels Social Club building located at 353 S. Seguin Ave., which has nothing to do with the current establishment by that name on West San Antonio Street.

As you know, New Braunfels is known for being a social city, thanks to our founding fathers. When German immigrants came to Texas, they brought more than just tools and clothes to start a new life, they brought their culture, work ethic, music, and family values. They also brought their desire for socialization. They participated in organizations of all kinds — singing societies, shooting clubs, athletic clubs.

Eventually, athletic clubs became less about physical fitness and more about social activities — billiards, card games (skat) and nine-pin bowling. Bowling teams from various clubs around town would compete with one another, as well as travel to other towns to compete for prizes. One of the earliest organizations was the New Braunfels Social Club founded in 1864.

Unfortunately, much of the New Braunfels Social Club organization history has been lost. From what I can tell, they were more of what we now think of as a bowling team. They had no “lanes” of their own, so they bowled at established bowling alleys. They may possibly have taken their name from a hosting bowling alley. Advertisements posted in the Zeitung all-German language paper in 1890 noted that the Social Club Saloon Beer Hall and Bowling Alley, owned by Mangliers, was formerly known as Hasenbeck’s Saloon. The ads of the day gave no addresses, but Karl Hasenbeck showed up in the 1890 census as a barkeeper on Seguin Street.

In 1910, the New Braunfels Social Club organization built a building for their members at 353 S. Seguin Ave. The 1907 Sanborn maps indicate that two bowling lanes, a separate smaller building, and a beer garden had existed on that same property. The one-story Social Club building has many characteristics of the Richardsonian Romanesque period, including grand architectural elements of a heavy stone façade with columns, arched windows and stained-glass detail more like one would see on a large three-story courthouse. The new building had room for club activities and enclosed bowling lanes.

Nine-pin bowling was a team sport. As New Braunfels Social Club membership increased, their support for the community grew, holding fundraising events for Red Cross donations and to buy War Bonds. They did well. In 1930, they expanded, installing first-class billiards tables, card tables, and more bowling lanes for members. Initially, the lanes were set up for nine-pin bowling. Ten-pen bowling became more prevalent with the invention of mechanical pin setting machines in the 1950s. New Braunfels Social Club voted to install pinsetter equipment in 1959. They enjoyed success until a public bowling alley opened in the early ‘60s. Club membership dropped by 75 percent over an eight-year period and they could no longer keep up with expenses. The New Braunfels Social Club made the painful decision to close their doors for good in October 1968 due to overwhelming debt, a good deal of which was attributed to pinsetter equipment. The building would not sit empty for long.

The City of New Braunfels was looking for a site on which to build a new civic center. The City Master Plan recommended a convention site on IH 35 at Walnut (across from H-E-B). The city placed a bid of $35,000 for the Social Club property, only to have it rejected by the club’s membership. The city withdrew the offer but let it be known that it was prepared to initiate condemnation procedures to acquire the property. The Social Club received one other bid for $40,000 and accepted, even though the purchase price would not cover the club’s entire $51,000 debt. So, who outbid the City? The Elks!

A local chapter of the Benevolent and Protective Order of Elks was chartered in 1963. The New Braunfels Elks Lodge No. 2279 leased the old Oasis Club property (current location of Microtel Inn & Suites on Business 35) for their new home. This fraternal organization, built on the tenets of “Charity, Justice, Brotherly Love and Fidelity,” fit right into the fabric of New Braunfels. Their membership grew quickly over the next five years and sought to build their own lodge building. The Elks had already purchased a piece of land on Highway 46 South for their new lodge. When the Social Club building came up for sale, they jumped on it and closed in January of 1969.

The Elks put in over 5,000 volunteer hours to remodel the old Social Club, including removing the bowling lanes and transforming the area into a dance floor. The eight maple bowling lanes weighing 56,000 pounds were painstakingly taken up and reassembled, pegged, glued and refinished to create an 1,800-square-foot dance floor. Think giant jigsaw puzzle. That’s commitment! The new Elks Lodge No. 2279 was dedicated in August 1969. The 114-year- old lodge building has been and continues to be one of the most popular venues in New Braunfels.

On a side note, the New Braunfels Social Club decision to accept the Elks’ bid over the city’s, to some was controversial, but ultimately, it was the membership’s call. They basically saved the 1910 treasure. Had the vote gone the other way, the Social Club bowling alley would have been torn down and the Civic Center would have been built on the other side of the street.

Sources: Sophienburg Museum & Archives.

“Around the Sophienburg” is published every other weekend in the New Braunfels Herald-Zeitung.