RIDLEY TOWNSHIP >> The sale sign went up recently on another Delaware County landmark. Jill Keenan, the owner of the iconic Frontier Saloon and Restaurant at 336 Kedron Ave. in the Folsom section of Ridley Township, is getting ready to hang up her bar apron and retire after over four decades in business.
“I’ve had some great years here, but 45 years of running a place has been enough for me,” the septuagenarian said. “I am ready to retire.”
The 1.6 acre parcel of land, in the heart of the township on a highly visible open corner lot, is listed through Long & Foster Real Estate for $1,500,000. The price includes the tavern, with its adjoining take-out beer store and large storage room, a spacious parking lot, a second building that now houses Charlie’s Hamburgers and an “R” Liquor License.
According to Patti Rodgers Morrisette, realtor at Long & Foster, Inc. who is marketing the property, the fairly priced turnkey operation and parcel of land is at a prime location that is also ideal for redevelopment.
“The property is at a terrific location so there has been a great deal of interest since it went on the market,” Morrisette stated.
The fate of Charlie’s Hamburgers staying at the site will depend on the plans of the potential new buyer and the decision of Charlie’s owners. The 80-year-old Charlie’s Hamburgers, another Delaware County icon, has been at the site across from Ridley Township Pool since 1986. The restaurant moved from its initial location on Route 420 in Springfield, when the widening of the 420 intersection with Baltimore Pike required more room. The successful and popular Charlie’s Hamburgers now leases month-to-month from her, she said.
Jill’s son, Ian Keenan, who is the Frontier’s general manager, said several changes in the last few years factored into his mother’s decision to sell. But mostly, it was when Pennsylvania’s liquor laws changed.
“When the Acme began selling beer, our take-out business took a 25 percent hit,” he said.
Beer distributors were also given the green light to sell six-packs, having a further impact on the Saloon’s bottom line, because they were still unable to sell cases. The Frontier’s take-out store used to be one of the few places open on Sunday for locals to grab a six-pack or two for afternoon football watching at home, Ian explained.
“It gets tougher and tougher to compete with the larger distributors and supermarkets. It’s that simple,” Ian remarked.
Jill Keenan and her late husband Joseph bought the Frontier Saloon & Restaurant in 1974 from previous owner Robert Whelan. Jill had been tending bar at the Chariot on Morton Avenue in Ridley Township and Joseph was selling bar supplies for John J. Kelly’s.
“Joe thought it would be a good idea for us to run a business together,” Jill remembered. “He went in to buy a roast beef sandwich on April 1, 1974, and came out, buying the whole place!” She chuckled at the memory.
Whelan went on to purchase the former Ponderosa Tavern on North Lane in Ridley Township, what is now the Water’s Edge Banquet Hall, next to the present Ridley Township Municipal Marina.
Previous to being named the Frontier Saloon & Restaurant, and before Whelan and the Keenans had ownership, the establishment operated as Connor’s Tavern.
Two years after purchasing the Frontier Saloon & Restaurant, the Keenans purchased the full parcel of land, that is currently for sale, in 1976. In 1983, the Keenans expanded their business with an addition on to the tavern and created the take-out beer store.
“My father knew take-out was the up-and-coming thing then,” Ian explained. “He saw the demand for carry-out six packs and beer-to-go. We were the only place around town for many years to have something like this – we were unique.”
In addition to the take-out package store in the 1980s, the Keenans also added on a dining room and introduced a full menu. For a short while, from 2000-2003, the Frontier Saloon also offered catering for events.
After a Dairy Queen on the site, where Charlie’s now stands, was destroyed in a fire in the late 1970s, the Keenans decided to erect an 18-hole miniature golf course on the property. They kept the putt-putt-style course from the 1980s until the early 1990s. The foundations for the holes and props still stand on the property. The huge figurines which dotted the golf course, four horses, a buffalo, a bear and an American Indian, were placed on the Saloon’s roof, where several of them still sit today. The Frontier Saloon and Restaurant is often recognized by the giant ensemble of characters on its roof.
“Since the Frontier already had a western flavor, it just made sense to place these colorful figures on the roof here because they further enhanced our westernized theme,” Jill stated.
Once, when the bear on the roof was kidnapped as a prank, owner Joe Keenan good-naturedly held a name-the-bear contest after the bear was safely returned to its home at the Saloon.
“The winning name was ‘Roofless,’ as opposed to ‘Rufus,” Ian laughed at the silly memory.
Inside, two giant 5 x 7-foot paintings grace the walls of the Saloon and have become a legendary part of its decor and ambiance. The illuminated paintings depict American Indian women holding towels. Every 20 minutes, on a timer, the women drop their towels at lightning speed, and customers get a split-second peep show.
“People are always asking us about those paintings because they are so unusual,” laughed Ian. “They’re about the only memorabilia that I will take with us when we sell – for nostalgic purposes.”
The Keenans said the unique paintings were created by artist Paul Berner in 1968. Ian stated that the artist came to America on the Moshulu.
After an unfortunate incident at the Frontier in the late 1980s, when a misguided burglar came right through the painting, the Keenans reached out to Berner to have it restored. Paul Berner Jr., the original artist’s equally talented son, came out to the Frontier and replaced his father’s painting. The Keenans said that many customers come in just to get a look at the paintings that they heard about and want to see for themselves.
“Some customers, after a few drinks, think they are imagining that the paintings move,” chuckled Ian. “They’ve always been conversation pieces here.”
Both mother and son, who reside in Eddystone, say that they have countless fond memories of their years in the business.
“I can’t tell you how many people that I run into who tell me that they met their wife or husband here at the Frontier,” Ian stated with a smile.
Joseph passed away in 1989. When asked what things have changed through their years at the tavern, Ian quickly answered.
“People drink less when they’re out because they have to drive. They are much more responsible with their drinking in recent years,” he said. “And that’s a good thing.”
Although the Frontier no longer has live music, a dart team or a softball team to sponsor, the tavern still features music by DJs, an active pool team and its owners continue to sponsor Little League teams.
The business owners feel badly about the dozen employees who will likely lose jobs once the sale happens. They talk fondly of manager Jason Chism, as well as the other dedicated, longtime employees who have helped to build the business over the years – Joe Halfpenny, Debbie Wright and Deb Olley have all been at the Frontier for over 25 years, and Cheri Nemeth has been with the Saloon team for 17 years.
“We have some great people working here – that’s for sure,” Jill said. “I’m really going to miss seeing them every day, and I’m going to miss our customers too.”
Although the parcel is up for sale, for now it’s business as usual for the Frontier Saloon & Restaurant. Once a deal is made, the Keenans said that they hope to have some type of farewell party.
“We’ll have to get rid of all this beer in some way,” Ian smiled.
The Frontier Saloon & Restaurant, 336 Kedron Ave., Folsom, is open seven days a week, from 10 a.m.-2 a.m., Monday-Saturday and from 11 a.m.-2 a.m. Sunday. For more details or information on the sale of the Frontier Saloon & Restaurant, the liquor license and the 1.6 acres, contact Patti Morrisette at 610-213-7684 or Long & Foster Real Estate, Inc. in Havertown at 610-892-8300 or e-mail [email protected] or visit patriciamorrisette.lnf.com.