Mirror photo by Gary M. Baranec / Jean Montgomery and her brother, Robert DiVentura Jr., celebrate the 70th anniversary of the Pleasant Valley Recreation Center, located on 17th Street.

Robert DiVentura Sr. had a vision to bring a recreation center to the Pleasant Valley area.

On Nov. 24, 1948, he opened his business, known today as Pleasant Valley Recreation Center at Logan Avenue and Jaggard Street along 17th Street, with six bowling lanes.

The business, which is incorporated as Pleasant Valley Recreation Center Inc., is owned today by his son, Robert Jr., and daughter, Jean Montgomery, who are celebrating 70 years in business.

Late Altoona Mirror Sports Editor Herb Werner called DiVentura Sr. a visionary for his project.

“He looked over the ground owned by his father and thought it would be a good location for a sports center,” Montgomery said.

At that time, bowling alleys were mostly located in the downtown area in various clubs.

“Because of where we were built, everyone said dad was nuts to build here. When he built, the Pleasant Valley Shopping Center was not here yet, there was not much here except for a bunch of us Italians,” DiVentura Jr. said.

The venture became successful and the bowling center expanded to 16 lanes in 1952, 24 lanes in 1960 and 32 lanes in 1968.

4D’s Lounge was added in 1974 and the Schnapp’s Shoppe was added in 1985.

4D’s Lounge is open Friday and Saturday nights.

“We are famous for fish dinners on Fridays. We have been serving them for almost 50 years,” Montgomery said.

Schapp’s Shoppe is open seven days week.

DiVentura Jr., who had been working as an accountant at Young, Oakes, Brown and Co., left that job to take over as manager of 4D’s when it opened.

Bowling has changed over the years.

“Back then (1948) it was 10 cents a game. Back then we had pin chasers, there were no automatic machines back then,” Montgomery said.

The number of bowling leagues has declined but open bowling is on the rise.

“People say they don’t have the time to make the commitment (for leagues). It is such a great family sport, we never get rained out and no one sits on the bench,” Montgomery said.

“The number of league bowlers is declining nationwide. People are busy today, 32 weeks is a long season, it is a pretty good commitment to make,” DiVentura Jr. said.

Bowling has become more seasonal, with the busiest time between October and March.

“The week between Christmas and New Years is very busy, it is one of our busiest weeks of the year,” DiVentura Jr. said. “We pray for rain in the summer.”

Senior citizens — who are very dedicated bowlers — are among the bowling center’s customers, Montgomery said.

Joyce Goss of Altoona worked at the center for 20 years as desk attendant and has been a regular bowler as well.

“It was fun, it didn’t seem like I was working. I bowled here for 50 years. I worked at Bell Telephone and we had a league here. It was good, everybody was here to have a good time,” Goss said.

Pleasant Valley Bowling Center was thrust into the spotlight March 29, 2008, when then presidential candidate Barack Obama paid a visit along with Sen. Bob Casey, D-Pa.

“I wasn’t here, Jean called and said get down here, she said Obama is coming. Casey arranged it. They gave us a 45-minute notice that he was coming. I felt honored about it,” DiVentura Jr. said.

Obama spent about two hours at the bowling center and signed autographs and signed two bowling pins for the alley during his visit.

Other famous visitors over the years included Pittsburgh Steelers Rocky Bleier, Andy Russell and Steve Courson and Quinton Aaron, the actor who played Michael Oher in the Blind Side movie visited with Rocco Scalzi of the Beating the Odds Foundation.

Pleasant Valley Bowling Center plays a role in the community by supporting organizations such as the Special Olympics, Children’s Miracle Network and Big Brothers/Big Sisters of Blair County.

The owners are proud to have reached 70 years in business.

“I feel it is a feat that we are still able to have the doors open and cater to the public. There aren’t may businesses around that have the longevity that we have,” DiVentura Jr. said.

“I am proud of it. Our parents are the ones who started it. My brother and I are glad to keep it going,” Montgomery said. “People who were little kids when they started bowling here years ago come back and say “they are still here, they remember me.”

Neither DiVentura, Jr.,70 nor Montgomery, 68, have any immediate plans to retire.

They are planning a special celebration on Dec. 16 where they will offer bowling for 70 cents for a game, and hot dogs and soda for 70 cents from noon to 8 p.m.

Mirror Staff Writer Walt Frank is at 946-7467.