Host: Frank Kalisik
Blog: Brianna Quade

 

On October 11, 1918, Commissioner George Ruhland issued his public health order closing city establishments in response to the outbreak of the Spanish Flu. Within a few months of this order, by Janurary 1919, Milwaukee’s businesses were back to normal. But within those three months, department stores and theatre’s were upended, whereas bars and saloons were able to stay open.

“All places and establishments of every nature within the city of Milwaukee carried on by any person or persons, or corporations detrimental to the public health and likely to spread such contagious disease, be closed during the period of the present emergency. All saloons shall be closed excepting such saloons which do not allow a gathering of people on the premises excepting for the purpose of taking meals.”

Puddler’s Hall, the second oldest tavern has some experience with pandemics. Opened in 1873, Puddler’s first operated as a union hall for local iron workers. It was bought in 1909 by the Pabst Family and ran as a “tied” house, meaning it exclusively sold Pabst products. Saloons, shopping and theater/live entertainment were central to Milwaukee’s social culture. However, in October 1918, these businesses were upended as the looming threat of the Spanish Flu entered the city.

Specifically for theaters like the Empress, there was an estimated $100,000 loss in ticket sales a day during the mandatory shut downs. This left many traveling burlesque troupes, stranded. At this time, burlesque was a major source of entertainment in Milwaukee’s. Unlike how burlesque is thought of today, in 1918, these performances were very similar to vaudeville. Milwaukee’s boasting theater scene had around 70 movie houses in addition to “legitimate theaters” that put on stage performances.

With bars and saloons able to stay open, theaters and department stores were closed entirely. Theaters, like The Empress Theater, one of the most prominent theaters in the city, were unable to pay their workers, which left five traveling burlesque troupes stranded in the city. Bearing the brunt of the shut down order, unemployment in theaters led those out-of-work actors to department stores like Gimbels, who was in need of additional workers to handle the holiday rush.

“Because of the prevalence of influenza our regular force was considerably reduced in many departments necessitating employing an unusual number of ‘extras’ for the holiday season. This doubtless affected the good service we were able to render to our patrons in previous years. However, since all large stores were working with the same handicap, the public generally appreciates the difficulties under which the store were working. The Schuster stores engaged several hundred extras, perhaps double the number employed in past holiday seasons.”

Because of the rapid response to the pandemic, stores were not as effected as other businesses. Still, department stores took public health seriously. They changed store hours, limited crowds, and enforced Commisioner Ruhland’s orders. With their compliance, they helped limit the spread of influenza. If they had not done so, the situation may have ended quite differently.

As the pandemic came to a close in Milwaukee, businesses slowly went back to normal. However, bars and saloons faced another threat: prohibition. On January 16, 1919, the 18th Amendment was ratified, prohibiting the sale and transport of liquor. Many bars like Puddler’s got creative and turned their spaces into speakeasies in basements to continue the flow of that necessary ale. While saloon business was upended, department stores were poised to take over the market. After two months of social distancing to slow the spread of the flu, and over a year of sacrificing for the war effort, Milwaukee consumers crowded the stores in celebration.