A hybrid of gothic rock productions, jet-black comedy and unexpected thrills - with
a splash of magic, puppetry, opera and Burlesque thrown in -

The Broadbeach venue re-fit will include a cathedral-style reception and the theatre roof will be raised by 5m to make room for six chandeliers, a grand entrance staircase - taken from the drawings of the original Titanic grand stair - and a rooftop smokers' facility.

Stage one, completed for the opening of

The Newmans are also in the middle of building a $6 million, five-storey, haunted walk-through attraction in Surfers Paradise, called Dracula's Haunted House.

Dracula's founder John Newman says the plan is to eventually have a Dracula's Haunted House in every Australian state.

"You can't stand still in this business. You must move ahead, otherwise people (competitors) trample over the top of you," says Mr Newman, 78.

"I love it - Dracula's is my life and the entire family is involved, including my five grandsons, who are aspiring to be horror comedians."

Forget

The company's annual turnover is more than $10 million, its annual growth now 20 per cent.

Creative director Mark Newman says the company is enjoying an era of spending as it prepares to scare victim number three million. He says the Broadbeach restaurant averages 400 visitors - who each spend an average of $100 - each night and employs 90 staff.

"You have to be creative to encourage spending and we have been successful in implementing new menus and horror-themed merchandise," he says.

"Usually customers dictate what you give them. We actually challenge them. We are not tapping into a niche market, but creating one."

Each year the Newman family sends its managers to a five-star ski resort for a 'business on ice' forum featuring guest business speakers.

The event has proved a resounding success.

The company's chief executive officer, Alfie Schmid, says Dracula's target market expands as the show's popularity grows.

"We entertain everyone from German backpackers to locals celebrating divorce. We even cater for the little monsters," he says.

"Our new show marks the reinvention of the Dracula's experience. We are pretty much stripping the entire venue down to bare bones and re-dressing it in spectacular style.

"We're talking Cirque Du Solei meets the Crazy Horse."