The Pros and Cons of Keeping an Ice Cream Store Open Year-Round

Should my ice cream store be open year-round?

Okay, picture this.  It's July, in Florida, and it's Tuesday evening, just after dinner.  You're at home, about to park yourself in front of the TV, when your partner says, "Want some ice cream?"  Hmmm.  After a millisecond, you say, "Absolutely."

So, you both get in the car and drive the four minutes to, where you know, you'll have the best ice cream in the world. 

You'll choose from among the 30 or so amazing flavors, be greeted by friendly people you already know, listen to some good music, and enjoy the nice atmosphere, at comfy tables. 

Since you come here often, you're likely to run into some people you know, possibly for some interesting conversation. 

Or maybe you'll participate in Trivia, or Name That Tune, or possibly watch others at Karaoke.  If not, maybe you'll play Scrabble, or cards, or checkers or chess.  All while enjoying some extremely wonderful ice cream.  You'll sit for a half hour or two and a half hours.  When you decide to return home, the talk in the car is positive, and you're both smiling and happy.  I discuss all of this and more in my Ice Cream Boot Camp Marketing Section.

Now, same scenario, only it's Pittsburgh.  Or Wisconsin.  Or California.  Really doesn't matter.  Everything else is still a constant.  How about a radical change?  It's February.  Still Tuesday.  Still after dinner.  But it's minus six outside.  Stay home in front of the TV?  Or put on a coat, and drive five minutes to a warm, comfy place, with all the amenities listed above, spend $12 and enjoy the world's best ice cream for you and your partner? 

Maybe not every night, but surely twice or maybe even three times a week.  As an ice cream store owner, keep one word at the forefront of your thinking:  Inviting.  If you make your shop a place you'd like to go to, others will come.  Remember that 94% of your customers live within 4.5 miles of the shop. 

It's a five minute drive, summer or winter.  An inexpensive evening out, with great ambience, and a good time with no stress.  My first store had a TV sitting on top of a refrigerator.  Tuesday nights were Movie Nights.  I'd pop in a classic like Jaws, or Singing In the Rain.  And whaddya know?  They came. They bought ice cream.  They hung out. 

And therein lies the answer to, "Should I be open year round in Montana?  Upstate New York?"  It's as  cold there as it is hot in Florida, Texas, or Mobile Alabama.  You want people to leave their air conditioned homes to go out into 90 degree heat?  You want them to leave their warm, comfy homes to go out into snowy, 10 degree cold?  Make your place a hangout.  Have music playing.  TVs going.  Board games on the shelf.  Comfortable tables and chairs (I put a couch or two in every shop I've opened). Think about a cappuccino/espresso machine.  Put cool stuff on the walls.  Kill the fluorescent lights.  Lamps only.  A hangout.  A place you'd like to go to. 

Believe me, you'll not only pay the bills, you'll go to the bank Mondays with a big smile on your face.  A big smile!