The other factor as to how hot the brooder will get, is the body heat put out by the 95 chicks in that space, in the retail store. Might another option be, to cut a hole in each end (or one end) of each row of the brooder display, and put the heat in from the side? That'd give the birds a way to get out of the heat. Also, it'd prevent birds from fluttering into the lamp, which can hurt/bloody them, as well as possibly start the fire. You could also put some kind of screen between the bulb and the chicks, to help prevent dust from getting onto the bulb. Another option, is the brooder heater. It has a 400 watt setting and a 40 watt setting. If you could put it some distance away, it might work on the 400 watt setting. Again, you'd have to re-run your temperature experiments, and factor in the possible amount of heat put out by the birds on display.
--also, possibly have the heater on a timer. I've done that in the bathroom for newly hatched chicks, it requires some experimentation, but I still wouldn't have the lamps so low in with the babies like the photo showed.