Minnesota Dairy Queen's Annual March 1 Opening Draws Crowds Despite Winter Chill
It might still be winter in Minnesota, but spring was definitely in the air for the hundreds of people who braved single-digit temperatures to line up at the Moorhead Dairy Queen on Sunday, March 1. The annual opening of this 77-year-old walk-up ice cream shop has become a deeply ingrained local tradition, drawing an average of 1,200 customers each year, regardless of the often harsh weather conditions.
A Tradition That Defies the Elements
Heavy snow, subzero cold, or even blizzard conditions—nothing deters the dedicated patrons of this iconic establishment. For them, the March 1 opening symbolizes resilience, community spirit, and the hopeful promise of warmer days ahead. "It just says that we're tough, and there are things that are really important to us," remarked Jerry Protextor, a retired pastor waiting in line for a butterscotch milkshake and a chocolate-mint Blizzard. "It's just a part of community."
Owners Troy and Diane DeLeon emphasized that this event provides a much-needed sense of unity and continuity, especially in times of global unrest. "It’s a sense of unity. It’s a tradition for many families," Diane DeLeon explained. The couple noted that the annual opening of their "heritage store" offers a familiar and comforting ritual that people eagerly anticipate.
Early Birds and Yearlong Bragging Rights
Some enthusiasts arrive hours before the doors open, waiting patiently in their cars to secure the coveted first spot in line. Julie Bergseid, who arrived before 7 a.m., finally achieved her goal of being first after two consecutive years as runner-up. "Usually there's a little bit of a line after a bit, so you gotta get here before they start," she said. "It's momentous that this is the start of spring, no matter what the temperature. This starts it, going to the DQ, getting your first ice cream of the season."
Bundled up in snow pants, long underwear, wool socks, and mittens, Bergseid planned to enjoy her barbecue, peanut butter parfait, and a Dilly frozen treat at a patio table, confident that the frigid air would prevent any melting. "It won't melt. That's the nice thing," she added with a smile.
Unique Treats and Old-Fashioned Service
What sets this particular Dairy Queen apart is its extensive menu of unique and discontinued items, which are rarely found at other locations. Favorites include:
- The Mr. Malty, a chocolate malt frozen on a stick
- The Curly Shake, a combination of a shake on the bottom and a sundae on top
- The Monkey Tail, a frozen banana dipped in chocolate on a stick
- A variety of discontinued Blizzard flavors
"It's just that we have always had and made those special treats through the years. Even though they've been discontinued, we still have them because we have the ingredients and why not make it?" Troy DeLeon stated. "If you still have the ingredients, ‘give the customer what they want’ is our feeling."
The store's age grants it a "grandfathered" status, allowing it to focus intensely on customer service and maintaining its unique offerings. For instance, the butterscotch milkshake that Protextor sought for his wife is unavailable at any other Dairy Queen in the region. "We have to go to the right Dairy Queen to do what she wants," he noted.
A Community Gathering in the Cold
On opening day, customers clad in coats, hats, and gloves queued patiently near the street, taking turns to approach the service windows. The DeLeons pride themselves on preserving an old-fashioned approach—no apps or kiosks here, just personalized, attentive service.
The atmosphere was festive, with people bringing dogs and small children, and many posing for photos under a towering replica of the Dilly bar, a beloved chocolate-coated ice cream treat invented at this very location in the 1950s. Despite the chill, the mood was almost summery.
"This is beautiful today. I mean, it’s a little chilly, but the sun's shining, it will get a little warmer," Troy DeLeon observed. "Typically it’s either snowing or probably closer to zero or below zero, so this is a beautiful day."
This enduring tradition not only celebrates the arrival of spring but also reinforces the strong bonds within the Moorhead community, proving that sometimes, the simplest pleasures—like an ice cream cone on a cold March day—can bring people together in the most meaningful ways.
