Old School Cool

The Dromana 3 Drive-In (above) and Shel’s Diner (below).

Gwen Luscombe discovers how businesses are looking back to the future with retro cool

There’s something to be said about the wholesome old time fun of past times, with businesses looking to the past as they modernise.

Built in 1962 as the Peninsula Drive-In on Victoria’s Mornington Peninsula, the now Dromana 3 Drive-In has been in operation for 60 years, bringing the vintage fun of the drive-in movies to locals and Peninsula holidaymakers alike.

Built and operated by Frank Whitaker, it’s now operated by his son, Paul Whitaker who’s been keeping the attraction a much loved, an iconic bit of local history since the late 80s.

Paul Whitaker advises “this year is the 60th anniversary (and) as it’s so close to the end of the year, we are holding a huge event for New Year’s Eve. Movies, bands, amusements, fireworks, etc.”

The three-screen drive-in cinema also features a deckchair cinema and onsite retro-Hollywood-inspired diner Shel’s Diner, where cinemagoers can grab their favourite movie snacks or arrive early for a pre-movie meal.

Whitaker explains “I took over the business in 1989, adding the Altona Drive-In recycled screen in 1992, a third screen in 2002 and the Deckchair Cinema in 2015.”

Adding that Shel’s Diner was born from a visit to Mel’s DriveIn Diner in Universal Studios in Florida, USA in 2001, which he recalls as a “lightning bolt moment” - when entering the authentic 1950s diner, which provided the inspiration to name theirs after his wife Shelley.

This year, the business has upgraded again to keep the attraction timely with the addition of electric vehicle charging. Calling it a means to present to the most up-to-date facilities, Whitaker says it’s important to always stay ahead of the pack.

Whitaker comments “my father always bought the most upto-date projection equipment and I invented the concept and use of FM stereo radio sound at Drive-Ins in 1979. People said that hardly any cars had FM radios (only about 5% did in 1979).

“Digital projection was on the horizon, but I didn’t jump until the quality and presentation was a vast improvement on the 100-year-old 35mm film and we installed Barco 4K HFR digital projectors in 2015.”

The Dromana 3 installed a solar battery grid in 2017 with solar panels to become the first drive-in in the world to show movies at night with power from the sun as well as taking sustainability one step further by replacing their hot water system with a heat pump system that draws warm air from our cool room compressor.

Archie Brothers Cirque Electriq. Credit: Zennieshia Butts.

The Dromana 3 Drive-In.

But staying ahead of the game and constantly evolving has been something that’s come naturally to the business.

Whitaker explains “Covid-19 really put the industry to the test”, and despite the drive-in enduring 330 days of lockdown they nonetheless flourished by offering retro movies as no new content was available and hosted a deluge of school-based and community events.

Whitaker added “where schools could not present the annual school play or their graduation ceremony in the hall, we could have 500 cars watching the proceedings, with a live-to-screen camera showing the presentation in 30-metre-wide video on all screens, car horns tooting, lights flashing! It’s become a regular event with another 35 schools booking for the second year and more are booking for this year.”

As for the electric vehicle chargers, they have two outlets on each field which can be reserved when a patron books their movie online, all they need to do is BYO lead. The chargers are also locally made by Australian manufacturer EV Up by Evolution Australia based in Victoria’s Clayton South.

“They are 7KW chargers. On average, you should replenish your battery for the trip to the movies. We can now say that you can charge your car and watch a movie all from solar power.”

As for the future, Whitaker says they’ll continue to watch the trends and technology to ensure the retro experience stays relevant.

“Retro is a huge part of our business; we unashamedly present an authentic retro American experience. New innovations are always coming - we strive to be at the leading edge of innovation,” he adds.

For almost a decade, entertainment and hospitality provider Funlab (which began operations in 2002 with Strike Bowling) has also put a modern spin on classic activities such as puttputt style miniature golf, bar room darts and 80s arcades with its Holey Moley, La Di Darts and Archie Brothers Cirque Electriq brands.

All three experiences bring back the nostalgia of past times bringing nostalgic childhood concepts back into the lives of adults - otherwise known as, ‘adding alcohol’.

With 18 locations across Australia’s five mainland states, Holey Moley has levelled up from your traditional windmill putt-putt. With a hefty dash of retro fun and pop culture mixed with a cocktail bar, it’s reviving a classic leisure activity in the best possible way.

Archie Brothers Cirque Electriq brings back the fun of the 80s and 90s arcades, from classic arcade games to bumper cars, laser tag, a bowling alley and more. Their latest addition to the portfolio, La Di Darts is based in Sydney and sees a modern take on the retro pub classic by utilising a projected field of play and a traditional dart board. Leaning on modern technology, competition darts are thrown at the board and the scores are electronically captured in real-time.

Across its brands, Funlab offers the opportunity for guests to personalise their experience. At La Di Darts, guest can battle it out with two to six of their friends, but players can also take and assign their own pictures to their avatars to be featured on the big screen.

The gamified darts experience brings old-school glamour and loads of fun to the tried-and-true game. La Di Darts have not only recreated dart classics such as ‘Killer’ and ‘Disco Wall’ (also known as ‘301’), they have added completely new and exciting games such as ‘Robin Hood’, which sees the dartboard digitally morph into an archery target in a race to the most points.

While Sydney has had first dibs on the La Di Darts experience, Funlab says they’re excited about launching this concept throughout other locations Australia-wide in the future.

Funlab Chief Executive, Michael Schreiber explains “a lot of what we focus on is timeless entertainment – bowling, mini-golf and amusement games. Adults don’t play these games for the technology, they play them for the fun and the nostalgia.

“It acts as a counterpoint to a hectic life in a world that is constantly changing – we find that people are actually yearning for some anchors in their social lives.

“(It also) focuses on something that I see Millennial markets looking for … a unique, authentic, fun and nostalgic concept. It’s very much about a social experience and a counterpoint to our digital lives – a high-touch over a high tech experience.

“Also, it’s a lot of fun – from the gameplay to the social media opportunities and the opportunities to play and meet other people.”

It’s all part of the nostalgia of fun and keeping the old-school art of leisure firmly on the radar of patrons looking for a great time out, no matter what they enjoy. Gwen Luscombe is Director of the Ideas Library and a frequent contributor to Australasian Leisure Management on tourism, business events, technology and hospitality.

Holey Moley.

La Di Darts. Credit: Zennieshia Butts.