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etween Atlantic and Pacific Avenues. I remember the Five Hundred Club and the Italian Village on<br />

the Million Dollar Pier. I remember walking the Boardwalk at night as a 12-year-old, playing in the<br />

pinball arcades or going to a movie.<br />

There was a great Italian water ice stand in the middle of the Boardwalk block on Bellvue Avenue.<br />

Real water ice. One flavor, lemon, with pieces of the lemon rind still in the ice. And on Sundays when<br />

you walked home from the beach, all you could smell was gravy cooking in the kitchens of all the<br />

transplanted South Philadelphia Italians who made their summer homes there.<br />

Shortly after the start of the casino gambling boom, a speculator wanted to buy up one side of the<br />

block. This was adjacent to what was supposed to be the Playboy Casino. Remember that? Then it<br />

was Elsinore? A “European”-style joint, they said. Gambling on three floors. Never mind that the<br />

European label was just a façade to explain away a narrow property that couldn’t sustain a one-floor<br />

casino model. Just part of the hustle.<br />

Anyway, this speculator wanted to buy up the homes on one side of Bellvue Avenue and was offering<br />

$100,000 for each three-story property. This was above market value, but the deal never went<br />

anywhere. Shortly after the offer was placed on the table, the neighbors started bickering. Who had a<br />

newer kitchen and therefore should get more? Who had hardwood floors or a modern bathroom or a<br />

fancier outdoor shower? If their place is worth $100,000, then mine is worth $150,000.<br />

What’s in it for me?<br />

Vera Coking Ruiz. Who could forget her boarding house on Columbia Place and the great battle with<br />

Bob Guccione, the owner of Penthouse Magazine, when the photo layouts in Penthouse were cutting<br />

edge porn. Now with the Internet and websites and sex-texting, the magazine almost seems benign.<br />

But that’s another story.<br />

Guccione was going to build a casino and was buying up the block. Vera Coking Ruiz wanted $1<br />

million for her boarding house. Guccione balked and a financial feud began. He eventually built the<br />

steel frame of his casino around her property. The Guccione project faltered, of course, and the steel<br />

eventually came down.<br />

Enter Donald Trump who built a casino on the Boardwalk and continued to battle with Vera Coking<br />

Ruiz. The Donald made out no better than Guccione. Both have since left the scene. But the boarding<br />

home, closed and shuttered, remains.<br />

The Atlantic City Press ran a story last year that said Vera Coking Ruiz’s family now has the property<br />

up for sale. The asking price? Five-million dollars.<br />

That’s five times what Guccione wouldn’t pay.<br />

Salt Water Taffy? It’s not made with salt water, but who cares. All part of the hype.<br />

40 | The Boardwalk Journal | May 2013

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