Deemed "the coast's most beautiful drive-in theatre,"1 the Rhododendron Drive-In Theatre was opened in north Florence on Thursday April 30, 1953 by Mr. and Mrs. Morrill E. Ritter Jr.,2 who also operated the nearby Florence Theatre. The location was surrounded by various natural shrubs, and of course, rhododendrons. The theatre was originally equipped with Motiograph projection equipment and Mirrophonic sound with speaker posts which could be controlled by the theatre's patrons. It featured a 35 foot long snack bar painted in Flamingo pink and Waterford green with large picture windows making up the front of the building to observe the programming. The 6.9 acre field had been fully ramped for viewing by Peterson Construction Co. of Florence, and was lit by 15 large floodlights which were used during intermissions and closing time.3 The theatre originally featured a large 60x60 foot, however this screen was blown down during the Columbus Day Storm in 1962, and was replaced by a 30x60 foot screen fitted for CinemaScope pictures.4 Eventually, a sand hill was constructed in front of the screen upon which children were allowed to play.5 The Rhododendron's entrance was located on 15th Street, and had 3 exits located on 15th, 17th, and 18th Street.
During its inaugural season, admission prices were the same as at the Florence Theatre, being 60¢ for adults and 20¢ for children between the ages of 6 and 12 years old. Opening night showed a double feature of Duel at Silver Creek (1952) and Tarzan's Savage Fury (1952). Double features would remain a fixture at the Rhododendron throughout the theatre's life. The theatre's season was typically between Memorial Day and Labor Day, with shows starting after dark. During peak months of the early years, there would be 7 shows and 4 different programs a week, showing films on the sub-run circuit weeks after initial release. Mr. and Mrs. Morrill E. Ritter Jr. sold their businesses and left Florence for Roseburg in March 19566, leaving the theatres to Bob Thompson. In the theatre's later years, shows were Friday through Sunday, with additional Thursday shows during the peak weeks of summer.4
Due to the theater's close proximity to the coast, the marine layer was a major obstacle to the theatre's regular programming. If the weather was foggy at showtime, rainchecks for another night would be provided. If fog rolled in during the program, the show could continue if cars continued to stay. According to Scott Hicks, parts of whose duties at the theatre included projection from 1974-1979, "from the projection booth all I could see was a bright cone of light disappearing into the night. I could not see the screen. However, there remained a dim image on the screen when I would run to the screen to check focus and frame," however noting that "of course most who remained were not there to watch the film..."4
In 1971, the theater attracted publicity when Rev. David Wormersley of the Assembly of God Church started Oregon's first drive-in church, with non-denominational services being provided at the drive-in on Sunday mornings during the theatre's season. Hoping to attract the campers, fishermen, and other tourists who came to the area on weekends without bringing proper church clothes, Wormersley emphasized the service's "Come As You Are" advertising. Services were conducted on a 12-foot platform built on a truck trailer so the pastor could be seen by all of the attendees, who would listen in over the theatre's loudspeakers. Speaking of the services, Wormersley pictured that "in each car it will be like a separate family service with parents and children singing and praying together."7 Wormersley was reassigned to McMinnville the following year, however the services were continued by Rev. Clifford Emery8 in rotation with Rev. Allen Dunbar of the Florence Christian Church and Rev. Carl Lorenz of the Lutheran New Life Center.9
In 1974, Joe Lane sold the Florence Theatre (now the Harbor Theatre) to Don Hicks, owner of the adjacent Don's Beachcomber Tavern on Bay Street, the city lease for the Rhododendron being included in the sale.4 In 1977, the city of Florence granted a final 3-year, $1,200 per year lease for the Rhododendron, with many city officials believing the property was too valuable to be occupied by a drive-in which operated primarily as a community establishment rather than a high-earning business.5 Hicks would be unable to secure a long-term agreement with the city, and with the theatre needing lighting and equipment maintenance as well as other repairs, he theorized that "it would take seven to ten thousand dollars to continue to operate the drive-in in the fashion it should be." The theater closed for good on Sunday September 30, 1979 when the lease ran out, with its last picture shows being Last Embrace (1979) and Bloodline (1979). Hicks stated that "the town is losing a valuable asset in entertainment. The people would like to have it, I know, but I'm not going to fight for it."10
During June of 1980, 5 acres of the land were used to construct a softball diamond11, and the site is now Miller Park in Florence.
Starting on the Saturday after Labor Day, 2010, Don Hicks' son Scott Hicks started the annual Return to the Rhody night which ran for 4 years at the former site of the drive-in. Using a 20x40' inflatable screen, digital projection, and sound broadcast on the local KCST station, the first year back screening was American Graffiti (1973) complete with a pre-show of vintage drive-in intermission trailers and cartoons and a snack bar operated by the Boys and Girls Club.4
