Owner and operator, Wes Neal, says: "A personal welcome goes for all of you to visit the Boulevard.
The Boulevard was built in a field near the northern banks of Turkey Creek at 1051 Merriam Lane in the Rosedale district of Kanas City, Kansas. It opened in 1950 and has been showing movies for 64 continuous years. No other Kansas City movie venue, indoor or outdoor, has been operating that long.
During a time when probably 95% of the nation's drive-ins closed permanently, the Boulevard just kept on going, season after season. Among the many factors that helped keep the Boulevard afloat, probably three were most important: (1) a young family man by the name of Wes Neal came to work at the Boulevard in 1954 and never left, now 60 years later; (2) Turkey Creek got to where it flooded the drive-in every year or two, and an alternative land use was never considered; and (3) a year-round weekend swap meet was started up that provided additional revenue for the drive-in during the lean movie viewing years.
BOULEVARD ALMOST CLOSES ITS DOORS--It was during the 1970s that the drive-in's original investors lost the vision that the drive-in could ever be profitable again. But their loyal and efficient manager, Wes Neal, thought he could turn a little profit; he convinced the owners to lease it to him and his wife, Mazie, to create a family-run theatre.
With the two of them plus other family members and a few loyal employees, the Boulevard stayed open year after year. Then in 1975, Wes and his family started the Boulevard's “Swap-n-Shop” that operated year round every weekend morning that weather permited. Wes would acknowledge that while the “Swap-n-Shop” really saved the Boulevard, he never gave up on drive-in movies. Every chance he got, Wes made improvements that enhanced the movie viewing experience.
WES NEAL'S LABOR OF LOVE--Whether it was first as manager and later as the owner/manager, Wes Neal has always been committed to the Boulevard in its original form. For example, several years ago, Wes had the sound revamped into hi-tech digital format and began broadcasting it over an FM radio frequency for the Boulevard's viewers; even so, he has faithfully kept his hundreds of car speakers across the Boulevard's lot in good operating order at all times; he continues to check them even to this very day.
THE MARQUEE—SHOULD IT BE A NATIONAL LANDMARK? With respect to the original facilities, Wes has gone to much expense and effort to keep the original beautiful old marquee at the street entrance. This sign alone probably should be a National Historic Landmark. Often photographers come by the Boulevard just to see and capture an image of the marquee.
DIGITAL PROJECTION—AN OPPORTUNITY FOR THE BOULEVARD. A couple of years ago, when the film industry announced it was no longer going to place itsnew movies on film reels, Wes Neal knew what he had to do—go out and buy the new expensive digital projection equipment. Thus, the Boulevard was the first of the Kansas City drive-ins to “go digital.” As the new 2014 season is about to open, some of the country's 400 drive-ins are just getting their equipment installed while still others will be locking their gates and will not open.
NEAL FAMILY SURVIVES THE FLOODS--In recent years, Wes' efforts have been backed up with the efforts of his sons, David and Walter Neal. Walter is credited with working tirelessly to get the U.S. Corps of Engineers to solve the Turkey Creek flooding problem. That work is nearing completion, and now that they no longer fear the persistent floods, the Neal family can rebuild and improve the Boulevard facilities without hesitation that a flood would wipe out their efforts.
Old timer, Wes, now 86 years old, is proud of the futuristic vision of the Boulevard. It is a vision that allows him to lean back a little bit (but not much), and feel good that his passion, the Boulevard, has many bright decades ahead of it.
SIGHT AND SOUND—BOULEVARD-STYLE. Really, the film industry's move to digital projection has turned out to be one of opportunity. These days, you might see a roving camera person wandering around before the show starts; and, to everyone's delight, projecting customers on the 100-foot wide screen. And off to one side, there is a music stage, all wired up with lights and ready for sound to turn the Boulevard into a concert venue, or to help it host one of the many company events that are booked into the Boulevard throughout the season.
DOGS, BURGERS AND POPCORN—FRESHAND HIGH QUALITY. Now that the flood threat is almost a thing of the past, the Boulevard has their sights set on improvements in the original concessions-restroom facility in the center of the drive-in. Already, with a total remake completed, the womens restroom is as nice as can be found anywhere. And in the concessions area itself, the very best quality food products are being provided to customers—whether it's a Nathan's all-beef hot dog, a freshly grilled burger or a recently popped bag of popcorn, we want customers to be sure the food is fresh, high quality and cleanly prepared.
Eventually, the concession stand itself will undergo a major remodeling. But customers still enjoy the quaint 64-year old concession stand, and before leaving, they loiter to view the historical photos and posters mounted on one wall, and gaze at the high-water mark from the 1993 flood that almost reached the ceiling.
THE NEALS APPRECIATE THEIR CUSTOMERS. When attending a Boulevard movie or its weekend Swap-n-Shop, one can always find Wes Neal somewhere around the grounds; if you see him, be sure to stop and say hello—he's an amiable person who really enjoys his customers. Mazie, his wife, although slowed down because of her battle with cancer in recent years, makes an appearance at least at every Saturday's Swap-n-Shop. She'll almost always be holding court in the concessions stand.
Enjoy your time at Kansas City's oldest movie venue, the Boulevard Drive-In at 1051 Merriam Lane. Just take the “Southwest Boulevard” exit off I-35 and go west about a mile; you can't miss that beautiful marquee beckoning to movie lovers or swap meet bargain hunters. While the Swap-n-Shop is open on weekends all year long, the movies are closed in the winter but start up again this year on Friday night, April 4th. Just as old man Hollingshead advertised over 80 years ago, “the whole family is welcome, regardless of how noisy the kids are.”
Keep up with the Boulevard and its goings-on through its website at www.boulevarddrivein.com or at BoulevardDrive-InTheatre on Facebook.
The Boulevard leads the way in digital technology, and was the first drive in theater in the world to install digital sound and 4K resolution digital projection!
