Each year, as the end of October approaches, a depression begins to hang over the town of Warrenton, Virginia. The gloomy sadness is not due to the weather, because autumn is a splendid time here, witnessed to by tens of thousands of pilgrims passing through this charming hub of Fauquier County on their way to see the Blue Ridge Mountains lit up in bright fall colors. No ... the small talk around town is not about the weather come October. It's about the immiment - thankfully not permanent - shuttering of Carousel Frozen Treats.
Carousel, or the Pink Palace as my wife and I call it, is a seasonal slice of heaven, offering the finest, most scrum-dilly-icious frozen custard during a period that runs from March 15th through the last Sunday in October. A countdown clock is posted the last few weeks before shutdown time each year, reminding panicked locals that we have a shrinking window to enjoy our swirly cones and hand mixed milkshakes and homemade strawberry and fudge cake specials. A nearby middle school - I love this - makes announcements as the middle of March approaches, telling kids they better not skip out of school early to go to Carousel.
Carousel is celebrating its tenth anniversary this year, and I recently met up with the two founders, Carl and Dennis, and the 'Big Cheese' as they affectionately call one of their key employees, Mary Ellen. Check out my Qik video chat and tour with Dennis and Mary Ellen. You'll get a close up of my taste testing their new corn dog, which is the best I've ever had (unfortunately, as new technology goes, the cell connection to my Nokia N95 blipped out right before I picked up my ice cream cone), and you'll get to meet a nice local couple, Ron and Diane, who didn't mind my interrupting their hot dog special order. An ice cream joint first (frozen custard), Carousel also offers incredible hot dogs (spicy mustard and slaw on mine please), corn dogs (Wednesdays only) and sea salt fries that'll transport you back to your favorite beach boardwalk experience.
Carl confirmed what I knew from my ten years of passionate Carousel consumption, that they use only the best of the best ingredients. I asked him if the soft economy is taking a bite, and he said to a degree. But even with commodity/wholesale prices skyrocketing over the past year (a can of caramel flavoring, for example, has doubled in price), Carl and Dennis have decided not to pass those costs to their customers, hoping volume and happy consumers will make up for thinner margins. I think they made the right decision, though, and I hesitate to say this, I'd pay almost anything they asked. "That'll be thirty dollars for your ice cream cone, sir". "Great!!" I'd exclaim, licking the custard furiously. (less than three bucks gets you a tummy filling serving).
Carousel, thanks to the passion and persistence and personality of its founders, has firmly rooted itself in my town. It's one of those businesses on the short list of 'can't do without', and it's not just because everything tastes so out of this world. It's not just because Carl and Dennis and Mary Ellen spent about two years testing various hot dogs to find one that met their standards. It's also because they've infused the place with a laid back, family-friendly, retro, quirky atmosphere. They have a bubble machine on the roof. They play great music (50s tunes to modern toe tappers, lots of Elvis). They have interesting and odd collectibles, like a vintage carousel with dancing puppets, and the actual piece of gum that substitued for a meal in the original Willy Wonka Movie (they got it on Ebay). The place - all outdoor seating - is spotless. The employees are fast and courteous (yes sir, yes ma'am). Oh, and while we're on the employees ....
Carousel has a certain hazing ritual that all new employees must endure. It involves the wearing of certain hats with, how shall I put it ... 'personality'. The young man wearing the hot dog hat was kind enough to allow me to add to his humiliation by snapping his picture. Carl said some 200 people applied to work this season, with only about 16 slots open. I didn't ask if the employees get free frozen custard. If so, I'd apply next year.
I could go on and on. But you understand. You have those favorite places you go, where the stuff is extra delicious, the people extra great, the service extra top notch, and the atmosphere so right down your alley. Well, this is that sort of place for me and my wife, and for everyone we know, including our dog Emma (vanilla pup cup). I could go on about how Carousel has a charitable side as well, but Carl and Dennis don't like to talk about that, so I won't. In fact, they don't really like to toot their own horn at all, which goes against basic marketing principles. It's just who they are, two decent guys who decided to pursue their dream, and thankfully, chose their hometown as the place to make it happen. I can't point you to a website, because there isn't one right now (great location and word of mouth have done them well so far, but I'd love to see them capture and showcase the passion people have for their place on the web). So if you're ever in Warrenton, Virginia, head down business 29 to 346 Waterloo Street, at the intersection of Rt. 211. You can't miss it. Look for the Pink Palace with the fountain and lots of happy, smiling people hanging out, chatting, and enjoying their fudgy, swirly, sprinkles-on-top serving of frozen custard heaven. You'll probably see me there.
where can you get an application to apply there?
Posted by: allie | February 26, 2009 at 08:28 PM
I would love some info on possible franchise opportunities! The soft serve ice cream flavors are amazing!
Posted by: ceecee | June 02, 2009 at 03:24 PM
Can i apply online or do I need to pick up an application from the shop?
Posted by: Kate | May 31, 2010 at 03:11 PM