Shelly’s is elevating the Semaphore esplanade, with a decked-out kid’s menu and a laid-back ethos synonymous with the beach.
When CityMag visited Shelly’s to take pictures before their official opening, owner James Sacca kindly opened up the umbrellas and put the sign out for the sake of our pictures.
This simple act got passersby excited even on a quiet, overcast Monday morning.
James had three separate interactions apologising for the inconvenience and explaining “we’ll be open from Wednesday!” as locals were drawn to the spot quicker than our camera shutter could snap.
Shelly’s is located at the former Noonies At the Beach Cafe, which held the kiosk lease for 11 years.
Clearly, this is prime café real estate, with only the guarded Semaphore steam train tracks separating the kiosk from a playground located in the expansive beach-side park.
James tells CityMag that although other kiosks have been modernised in beachside suburbs, his inspiration came from what the Semaphore community wanted from the space.
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“Our whole ethos is we call it your Shelly’s so the idea is the community are the heart of everything we’re doing,” he says.
“We wanted to build on what the site had offered the community for years, but it used to only be open when it was nice weather, the community perception was that [the kiosk] wasn’t utilised in a way that made it accessible all the time.”
The old Streets and Coca-Cola signage were buried between the walls and discovered during the demo. They predate Noonies.
When fitting out Shelly’s James worked with Creative Construction Solutions to enclose the original external walls to create a dedicated service area for dining, with windows that make dining comfortable all year round.
James is passionate about making Shelly’s “somewhere for everyone” and this is reflected in the menu, where the children’s offering rivals the adults.
James with daughter Ava.
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James says his favourite part of the menu is the toddler tapas and he took inspiration from his daughter Ava, who helped taste-test.
“The kids menu, rather than it just being an added-on extra to the menu it’s a significant part of the menu, it focuses on kids items that are healthier and substantial options” James says.
“The essence of Shelly’s and what I’m trying to create is, I want to build something I would come to 10 years ago when I didn’t have kids and can come to today now that I do have kids,” he says.
The gingerbread person that comes in the kids lunch box is Ava’s favourite thing on the menu. This picture: supplied
Shelly’s is also licensed and open for dinners, and James says he was eager to give families more dining options, like enjoying a summery spritz while the kids play on the nearby playground.
“The reason we wanted to license the venue, it’s not about the alcohol being the focus but having the ability to be a home for everyone,” James says.
“If me and my wife want to take my daughter for dinner the only place we can go is the pub where she can’t really run amok in the same way.”
Shelly’s spritz
The kid’s menu is available all day, with takeaway available. The seasonal menu includes breakfast offerings such as a BBQ Benny, Tiramisu French toast and acai bowls in the mornings with lighter beach side bites available in the afternoons.
Shelly’s officially opens on Wednesday, October 16. They’ll be open 7am ‘til 10pm 7 days a week at Kiosk 1, Esplanade Semaphore South.
All aboard!