As Featured in the Tampa Bay Times
It Started with Family Ice Cream Nights
May 17, 2019. For Joe Schembri, the dream started early on, over scoops of ice cream served up in the pastel-colored parlors of his youth.
"We never really went on vacations," Schembri said. "But once or twice a week, we went out for ice cream. That was our family time."
Years later, those fond memories spurred a hobby, then a business plan.
Schembri, 38, is now two years in as proprietor of the Ice Dreammm Shop, a family-owned ice cream parlor with a coffee shop feel located in the back of a strip mall on State Road 54.
If you haven't seen it, it's no wonder.
A Blank Canvas Behind Big Apple Bagel
Schembri's girlfriend, Brooke Purvenas, happened upon the off-the-beaten-path location, a former office, after visiting Big Apple Bagels on State Road 54.
"I was skeptical, but after seeing the space and what the rent was, decided to go for it," Schembri said. "It was my blank canvas."
The couple bucked traditional pastel colors, opting for earth-toned walls, concrete floor and the warm glow of Edison lights.
"I wanted something homey and comfortable, because I knew I would be spending time here. And I didn't want to see people doing this," Schembri said, pulling out his cell phone. "The vision I had while setting up and designing the shop is that not many people would be using their phones, but spending quality time together."
Word of Mouth
Walk-in traffic is light. These days, word of mouth and social media drive people in.
That was the case for George Hernandez, who was looking to take his four kids for a treat on a recent Friday while his wife enjoyed an evening out.
"I did a Google search for ice cream and this place came up," he said. "The reviews were good. We like it."
"We've been here many times," said Zuriel Andrusyshyn, who was enjoying a "flight" of four flavors with his wife, Kristi, and their two young children at an adjacent table. "We like that it's a hidden gem, a local business. It's a good way to cap off a date night. Kind of like Starbucks, but better."
The ice cream brings people back, according to Mary Boynton. She has been frequenting the shop for about two years and usually opts for Chocolate Bacon Toffee, sometimes splurging with hot fudge drizzled on top.
"It's out of this world, the best," she said.
From a Garage Machine to a Business Plan
Schembri, a 1998 graduate of River Ridge High and then Pasco Community College, began making his own ice cream about five years ago while working a day job in digital marketing. He started with a kitchen machine that frustrated him so much that he put it away for a year. He wasn't done. After researching "an easier way," he invested in a commercial machine and had it installed in his garage.
"It was a big investment, a lot of money," he said. "I did that to keep myself moving forward."
He made a lot of ice cream, so much that he started hosting ice cream tasting parties for family, friends and neighbors with Brooke and their daughter.
His experiments with unusual ingredients were a hit, and pretty soon people were asking why he wasn't setting up his own shop.
Flavors with Personality
It's a modest menu at the Ice Dreammm Shop, with constants like Vanilla Bean, Smooth Chocolate and best seller, Cookies & Dream. Chocolate Bacon Toffee is a favorite, along with alcohol-infused Rum Haven and Drunken Dreamsicle for the over-21 set. There are a few dairy-free offerings, including Don't Have a Cow and a delightful Lavender Blueberry. Signature flavors come out for the holidays: Turkey and Cranberry for Thanksgiving, Robin Egg for Easter.
"My inspiration comes from stuff I've always wanted to make as well as stuff customers want me to make," he said. "Give me an ingredient, and I can make it."
And if you can't make it to the shop, you can have it delivered.
What Goes In (and What Doesn't)
Schembri travels to Tampa to pick up his cream and tries to stay as natural as possible when it comes to ingredients.
"No red dye 40, no yellow 5 and 6," he said, noting that the colors of his ice cream are more subdued because of that. "I know the product. I look at every label for the ingredients. I care what goes into it. I like to tell people, 'The secret ingredient to my strawberry ice cream is strawberries.'"
Going Full Time
The overall concept seems to be working. In October 2018, Schembri quit his day job and is finally collecting a paycheck from the Ice Dreammm Shop. He has seven part-time employees and recently purchased a food truck to bring to special events.
While he has entertained opening another location, he is cautious about growing too quickly and losing out on the kind of quality time the shop provides for others.
"I finally have time to spend with the family. I have time to kayak in the morning if I want to," he said. "But the first year and a half was not fun. I was working two jobs. Putting in 130 hours a week. Sleeping two, three hours a night. It was hard. Definitely not for the faint of heart."
Originally published by the Tampa Bay Times on May 17, 2019. Lightly edited. Read the original article
Since Then
That "another location" happened. In 2021 we opened our second shop inside The Grove at Wesley Chapel, and it scoops the same homemade ice cream as Lutz. Today our ice cream truck and self-sufficient trailer bring the dreammm to offices, weddings, schools, and neighborhoods across Tampa Bay, and we're an approved school vendor. Both shops also deliver through Uber Eats and DoorDash.
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In the News
- Tampa Bay Times (May 17, 2019): "Memories spur a hobby, then a business plan for Pasco ice cream shop owner." Read the article
- Laker/Lutz News (October 11, 2017, by Kathy Steele): "The Ice Dreammm Shop scoops ice cream and nostalgia." Read the article
A Note from Joe
"I absolutely love what I do! It's all about serving. Serving up the best possible ice cream in the area. Serving our guests with smiles and extraordinary service. Most importantly, serving our community!"
Join Us
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