In 2020, just as the pandemic was unfolding, we purchased the building next door to the Concrete Theatre. If you’re a longtime audience member, you may remember when we only had that tiny lobby (which is now Freddie’s Bar serving beer and wine), and how you had to stand outside waiting to get in! We always wanted more room, and Fred has always wanted to own an ice cream parlor!
Finally, the space next door came up for sale, and we quickly started remodeling that historic building (circa 1915). It has been neglected for years, so we spent several months just hauling trash and cleaning up. With the help of a cadre of good friends and expert help, we were able to make it into an ice cream parlor.
Then we had to decide what ice cream to serve. We wanted it to be unique — something that you couldn’t readily find anywhere else. But more than all else, we wanted our ice cream to be loved by our existing fan base and a treat that was high quality and super tasty!
We began with road trips.
For months we drove around the state, sampling every brand of ice cream we came upon. Seriously, we ate a LOT of ice cream in 2021. And then we put 4 of our favorite brands to the real test: we invited small groups in for ice cream education and taste testing.
Why on earth did we choose ice cream from Wisconsin?
