GREENFIELD — While Ice Cream Alley is opening late for the season on June 26, the small, locally owned business is concerned for the future because of the revenue it has already lost for the year.
The shop’s opening, which will see new public health and social distancing measures in place, is approved as part of Phase 2 of the state’s reopening plan. Business hours will be weekends only, Fridays through Sundays from 4 to 8 p.m., for the time being.
“We’re ready to go,” owner Bryan Dolan said. “We’re excited to start serving people.”
As the summer carries on, Dolan said Ice Cream Alley will push forward while learning to optimize business for this strange new era. In addition to standard safety requirements like face masks and gloves, Dolan teased he has come up with some “creative, fun solutions” to allow people to safely social distance while enjoying their frozen treats on Main Street.
While many restaurants had been able to transition seamlessly to takeout and delivery services, ice cream’s tendency to melt presented an obvious challenge for delivery models. Beyond this, going out for ice cream is just as much about the experience as it is about the ice cream itself. Dolan said he wanted to create a model for other businesses to follow and operate safely, without taking the fun out of a family ice cream trip.
Businesses like movie theaters and other entertainment venues that keep families out of the summer heat remain closed, and going out for ice cream is a relatively low-risk activity. Even during times of economic hardship, Dolan said families often unwind with a frozen treat.
“It’s a special thing you can do, and for not a lot of money,” he said.
Unfortunately, due to the delay in its season opening, Dolan said Ice Cream Alley has already experienced a 50 percent COVID-19-related loss of revenue for the year. He said the business had less in savings after purchasing new freezers last year, and the shop is hoping for community support to get through the rest of the season.
According to Dolan, the store plans to hire back its manager and a minimal number of employees for the time being. Last year the store employed six people, all of whom were offered their jobs again before the pandemic began. Dolan said this offer will still be open to them once the store returns to full-time hours.
“Things are uncertain for the rest of the summer, and like most small businesses we’ve received zero support from federal, state or local governments,” Dolan said.
After pursuing multiple avenues, he said Ice Cream Alley is not eligible for most financial relief as a small-scale seasonal business. Dolan also said the shop hasn’t benefited from the government’s $1,200 economic stimulus checks.
“We’re exactly who this was supposed to help,” he said.
Despite uncertainty in Ice Cream Alley’s financial situation, Dolan said the shop isn’t giving up and is ready for the rest of the summer.
If customers are able, Dolan said they can help secure the ice cream shop’s fate for coming summers with the purchase of a gift card ahead of its opening. Gift cards are being sold at 10 percent off now through June 26.
Zack DeLuca can be reached at zdeluca@recorder.com or 413-930-4579.