Aryn Henning Nichols

As the drive-in movie theatre nears its 90th anniversary, just over 300 outdoor theatres remain in the US – and only a few continue to greet carloads of moviegoers in the Driftless. One, the Starlite 14 Drive-In in Richland Center, Wisconsin, has endured through historical drama, land disputes, and digital upgrades.

Auto parts professional Richard Hollingshead opened the very first American drive-in theatre in Camden, New Jersey, in 1933. His mother had complained about the uncomfortable wooden indoor theatre seats of the day. He wondered: What if you could enjoy the big screen from the comfort of your personal automobile?    

This idea changed moviegoing forever. 

In the 1950s and 60s, as American car culture took hold, over 5,000 drive-in movie theatres were built nationwide. It was the affordable option for families to attend the movies and the perfect way for teens and young adults to explore their newfound freedoms within the privacy of the automobile. 

But as moviegoing options of the 1970s through 2000s evolved – through VHS, DVDs, and home streaming services – the drive-in’s popularity waned. The Starlite 14, though, managed to hang on through the decades.

“No matter what comes along, the theatre always comes back,” says longtime Starlite 14 Drive-In owner, turned-employee, Bill Muth. Bill “caught the bug” in 1974 after he started working as a projectionist at the Starlite 14. “Once I got hooked,” he says, “it was hard to get away.”

In 1988, Bill and his wife, Lisa, purchased Richland Center’s downtown indoor theatre, the Center Theatre, and the Starlite 14 Drive-In as a package deal. “The money you made at the drive-in in the summer paid for heating the Center Theatre during the winter,” he explains. “Basically, I had two full-time jobs. While the theatres always did pay for themselves, I worked at Rockwell Automation for 43 years at the same time.” 

And when you own a popular regional – and seasonal – tourist attraction, it’s hard to get away with your own family for a break. “Every summer we’d get 20 to 25 different state license plates on cars coming through,” Bill says with pride. “But we only took two family vacations in the 31 years we owned the theatres!”

In 2019, Bill and Lisa finally took a much-deserved retirement and listed the Center and Starlite 14 theatres for sale – more on that soon. First, let’s dive into the history of these two Richland Center, Wisconsin theatres; It provides enough drama to script a drive-in double feature!

The Center Theatre opened March 4, 1937 as the Eskin Theatre. It was designed and built by Sarah and Jacob Eskin, who’d previously purchased another downtown theatre in Richland Center after relocating from Milwaukee. The couple divorced that same year, and Sarah received the two theatres as part of the settlement.

Local lore suggests Jacob granted Sarah the theatres as an attempt to overwhelm her rather than as an equal splitting of assets. Their marriage was by all accounts a tumultuous one and Sarah was granted the divorce on the grounds of cruelty. Yet, Sarah did well in the theatre business and acquired land east of Richland Center to build the area’s first drive-in. 

In a deed signed August 28, 1951, Sarah was granted a lifetime lease on a 20-acre parcel of a family dairy farm for $15,000. The Hi-Way 14 Outdoor Theater opened on May 6, 1952. Sadly, the following year Sarah passed away in her home after working one Friday evening at her drive-in.

So what would happen to her drive-in? One of the most fascinating parts of the history is that 1951 deed. It states that the land must be forever used as a drive-in theatre. If it ever ceased to be used for this purpose, the title would revert to the grantor, his heirs, or assigns. These unique terms manufactured many courtroom dramas and periods of suspense after Sarah’s death.

The Supreme Court of Wisconsin heard multiple cases against her estate to challenge and re-interpret the terms of the lifetime lease. Yet, the drive-in operates today on those original 20 acres. Elsewhere in the Midwest, drive-in theatres succumbed to a major development boom in the 1990s and 2000s. Those former theatres became tract homes and sites for big box retailers, such as Walmart. 

Over the years, the Richland Center drive-in evolved alongside technology and its community, including a name change – Hi-way 14 became Starlite 14 – in the late 1970s. And in 2013-2014, during the national industry-wide conversion from 35mm film to expensive new digital projection, Bill and Lisa poured their hearts and finances into keeping both the indoor and outdoor community screens from going dark. Many small theatres couldn’t afford the transition.

Richland Center resident, Sheila Troxel, remembers, “We all knew what a vital part the theatres were in our community. That’s why when Bill and Lisa needed to modernize projection, we all came together.”

In a collective show of support, 80 community members each loaned the theatres $1000 in a zero-interest contract with Bill and Lisa to cover the roughly $80,000 digital conversion costs for the two theatres. 

“Quite honestly, at that time, we felt it was something we’d never get paid back, but we weren’t doing it for that reason,” Sheila says. “But, sure enough they were able to raise the money and slowly one-by-one pay everyone back.”

The drive-in was saved, again – for a time.

Remember, in 2019, after the successful effort to upgrade and save the theatres, Bill and Lisa were ready to retire. They listed the Starlite Drive-In business and the Center Theatre for sale, yet the enduring terms of the drive-in’s lifetime land lease meant that if the theatres did not sell and reopen within the year, the drive-in would be lost forever. 

Enter Richland Center natives Holly and Tony Johnson and their friend Brent Montry. They purchased the two theatres in 2020 ahead of an unexpected national drive-in theatre revival.

During the pandemic, pop-up drive-ins popped up everywhere, from big city rooftops to parking lots to private backyards. In fact, the same Walmart stores that developed former Midwestern drive-in theatre land were now opening their own pop-up drive-in movie theatres in their large parking lots! The drive-in had come full circle.

Sheila praises the new ownership team for thinking outside the box. “They were so supportive of all of the other community businesses and events that were also struggling and they asked, ‘How can we help?’” 

During the height of the pandemic, Starlite 14 hosted events that couldn’t be held elsewhere indoors – everything from dance recitals to farming events. They even erected a permanent stage for performances below the movie screen. 

“We don’t see ourselves as owners, we see ourselves as stewards,” says co-owner Tony Johnson.

In a recent radio interview, Richland Center’s director of tourism, Marty Richards, reveals he “did a little jig” when Tony, Holly, and Brent purchased the theatres. He just knew they’d bring new ideas and innovation to the format. 

Just shy of their second year of stewardship, the Starlite 14 and the Center Theatre were named 2022’s Businesses of the Year by Richland Rejuvenates, a local booster group. 

“I think they’ve taken the drive-in to a whole new level,” confirms Sheila. 

New programs at the Starlite 14 include live performances, livestreamed concerts, and a Saturday Starlite Market running May 14 through October 29. The Market is open to all vendors and will include food trucks and other local goods. 

“In a small town we can complain about what we don’t have, but we should celebrate what we do have,” Tony says.

Ask Tony about his earliest memories at the Starlite 14 and he’ll tell you about the time he got ejected from the drive-in as a rowdy teen. “I got kicked out by Bill!” he remembers, laughing.

All is forgiven and Bill remains hooked by the drive-in, even in retirement. He stays busy working maintenance and greeting neighbors, friends, and first-timers at the ticket booth. The ticket booth is Tony’s favorite spot, too. “It’s like being the bartender at Cheers!”

Driftless Drive-In summer!

 Starlite 14 Drive-In, U.S. Highway 14, Richland

Center, WI. Want to participate in the Starlite Market? Contact Tony Johnson at trieliteholding@gmail.com. Have another idea? “We’re open to anything!” Tony says. Track upcoming movies and more at richlandmovies.com and www.facebook.com/starlite14drivein

Big Sky Twin Drive-In, N9199 Winnebago Rd, Wisconsin Dells, WI

Get the latest at www.bigskydrivein.com. 

Highway 61 Drive-In, 1228 US-61, Delmar, IA. Just south of Maquoketa, IA. Dennis Voy celebrates his 50th year of ownership in 2022! Stay up-to-date at 61-driveintheatre.com. 

In the spring of 2002, Dave and Carolee Rapson moved from Michigan to Hawkeye, Iowa, in search of their dream dairy farm. Many farm jobs and a few years later, the Rapsons found it, and started setting down roots and milking cows. While raising their five children on their rural homestead, Carolee began making yogurt with their fresh milk, garnering approval from her toughest critics (her kids!). 

As the dairy bust of the late 2000s came on, the Rapsons looked for ways to diversify and realized that there was a market for local, all-natural yogurt. By 2011 the Rapsons had built a brand new, state-certified creamery just steps from their milk house, ready to create their signature yogurt and a new business: Country View Dairy Creamery.

Country View’s yogurt is made from high quality Grade A pasteurized milk from their own healthy and well-loved cows. Their milk is non-homogenized, allowing the cream to rise to the top the old-fashioned way, and each flavor is made with the highest quality ingredients and cultures, containing no preservatives, gelatin, thickeners, or artificial ingredients – and is always gluten-free! An additional product (and one of our favorites!) that the Rapsons started making in the summer of 2013 is a premium line of Frozen Yogurt. The yogurt is made for soft serve mix machines, and more recently, pre-frozen tubs found in the freezer section of grocery stores. Country View’s products can be found across several states, and also in many restaurants, colleges, and schools throughout the Midwest.

The Rapsons have received many awards and acknowledgements over the years. Most recently, in March of 2022, the Iowa Department of Agriculture recognized Country View with the Iowa Agriculture Leader Award for Market Diversification for their work to connect Iowa Farm products to school lunch programs throughout Central Eastern Iowa. 

“Country View Dairy is known for producing high-quality, delicious dairy products. They are partnering with other local businesses to bring their home-grown products to more Iowans,” says Iowa Secretary of Ag Mike Naig. “I am proud to have this family dairy at the forefront of this effort and our agricultural community, helping to make a difference in our state. While I’m particularly fond of their yogurt, I can’t wait for folks to try one of their many tasty, locally sourced products!”

Country View’s frozen yogurt line will also be featured this year at the Iowa State Fair in the John Deere Agriculture building, alongside the Butter Cow! They’ll be serving their unique flavors of frozen yogurt to RAGBRAI riders too, as West Union hosts an overnight stop for the Great Bike Ride Across Iowa on July 29.

As any Iowa farmer can tell you – a dairy herd never takes the day off, and the Rapsons have worked just as hard, connecting a truly local dairy product to the region and beyond. Don’t miss your chance to visit Country View Dairy’s on-farm store – just West of West Union, Iowa, near Hawkeye. There they sell all of Country View’s products (and a few more!), and also feature serve-yourself Frozen Yogurt Cones (worth the trip!). 

The Basics:

Name: Dave & Carolee Rapson

Business: Country View Dairy Creamery

Years in Business: 10 +

Tell us about the “leap” moment. When/how did you decide to jump in and become your own boss?

During the recession of 2008-2009, milk prices took a dive and feed prices increased. Many small dairy farms like ours were going out of business and we did not want to become a statistic. We also wanted to have a legacy for our two sons, Jessie and Seth, who plan to eventually take over the farm. We traveled around the country looking at many other farmstead dairy operations, mostly making cheese, milk and ice cream, but nobody was making yogurt on the farm and a company by the name of Chobani was just starting up so the yogurt boom was beginning. We had a passion for food and had some catering experience, so it made sense to make the leap and build a creamery on the farm about 70 feet from where the cows are milked.

What’s the best thing about being your own boss?

Being able to work with our family.

Was there ever a hurdle where you just thought, “I can’t do this?” How did you overcome it?

Our business was at about 50 percent Food Service when the pandemic hit in 2020. We suffered a large sudden loss of that business, and pivoted to start making some smaller retail sized packages, created a pre-packaged frozen yogurt product that did not require a soft-serve machine, and partnered with a couple of distributors in the Chicago area to make yogurt for the Farmers to Family Food Box program which supplied dairy products, vegetables and meat in the form of food boxes to food banks all over the Midwest during the first six months of the pandemic. It was a trying time for us and most other folks, but we made it through.

Any mentors/role models you look to/have looked to?

We had several we looked to in the early days, from our folks that helped us in the Fayette County Economic Development to our Business Consultant from Wisconsin, Jim Gage, who has been there from the beginning and still helps us today.

What’s the one thing you wish you had known before you started?

How much of an investment it would take to get the creamery off the ground as well as to keep the business growing.

How do you manage your life/work balance?  

Surround yourself with good cows and good people. That helps a lot! 

What keeps you inspired?

Faith & Family

Interviewed by daughter Dianne Ameling

Viola Linderbaum turned 89 in April of 2022. She presently lives at the Ossian Senior Hospice nursing home. She lived on a farm south of Ossian from 1953-1996, and then moved to Ossian and lived in the same house that her grandparents and parents had also lived in during their retirement years. We had great fun (not really) cleaning out that house during COVID when we hauled out things from back to the 1940s!

What’s the best advice anyone ever gave you?

 My dad, Elmer Lien, told me “Work hard, have a good attitude, don’t be a quitter!” and “Don’t forget church and Sunday School are important.” and “Make sure you have good, honest friends.”

How about the worst?

I don’t remember getting any bad advice.

What did you want to be when you grew up? 

I thought about being a school teacher in my younger years but after teaching a class of Bible School, I decided that wasn’t my thing.

What do/did you do?

After high school, I went to work at Sid’s Steak House in Decorah. I met a lot of people while working there. There were three of them whom were telephone operators at Bell Telephone. I really thought I might like that job so I applied and got the job. I worked there from 1951-1953. I was lucky operator #13. I really enjoyed this work. In 1953, I was married and we moved to the farm where I became a farm wife and mother. There were always plenty of chores to do along with milking cows and preparing food for anyone who stopped by the farm or was there for threshing and later combining etc. We had a son, Dennis, and daughter, Dianne. 

If you were stranded on a desert island, what three things would you want with you?

My Bible, Coffee, and my Grandpad! (Sidenote: Viola’s nephew and grandnephew – Scott and Isaac Lien – invented the Grandpad and Viola is a “Grand Advisor” and tests out some of the apps before they go live. Scott calls her every Sunday.)

Try to describe yourself in one sentence.

I always try to have a positive attitude and patience. 

If you could eat anything every day for the rest of your life, what would it be?

Lutefisk with lots of butter and lefse with sugar on!

Name one thing you could not live without.

My family

Tell us about your wedding day.

My wedding day was a cold day in February (February 22, 1953). All of my siblings as well as my husband’s siblings were in the wedding along with some of our friends. There were probably 150 people there and Springfield Lutheran Church was full. We held a candlelight ceremony at 7 pm on a Sunday night. After the ceremony, we went to the church basement and had sandwiches, fancy cookies, and cake and ice cream. Our wedding colors were blue and rose and the men wore gray suits – not tuxedos. The rehearsal dinner was at my parents’ home the night before. Afterward, we left for our honeymoon to Des Moines and some other Iowa stops. Our wedding cake was made by a lady from Ridgeway. She used pans she bought at the hardware store that were meant to feed or water livestock in various sizes to make the tiers of the cake so it looked like the bride and groom were descending down stair steps – pretty unusual for that time and many others had this lady bake their cakes afterward. We had little nut cups that we made with paper flower petals at the head table to hold nuts and mints as was popular at the time. We made big white bows for all the pews in church but it was nothing like some of the wedding productions you see today. My friend was there all Sunday afternoon helping place the bows and putting flowers out. We were married for 61 years before my husband passed away in 2014.