The Ice Shack Celebrates Ten Years Of Keeping Pasadena "Cool"

By Hayley Gable

The year was 2002 and 17-year-old Northeast High senior Dave Rosage was getting his hair cut at a local barber shop for his upcoming graduation. While chatting with his barber Rosage expressed his plans to attend college and then, eventually, open his own business. Of course, as fate would have it, Rosage’s barber just so happened to have a local snowball stand he was interested in selling.

“I emptied my savings, purchased the stand and the rest, as they say, is history,” recalled Rosage.

Today, Rosage, who has become known locally as “Snowball Dave,” has achieved each of the goals he made for himself as a 17 year-old. He graduated from Stevenson University with a Bachelors Degree in Business Administration and Loyola College with a Masters Degree in International Marketing, and this month he is celebrating the 10-year anniversary of his snowball business.

“I made a commitment to myself that whatever path I chose I would stay focused to ensure success. My goal has been to own my own business, so I am living my dream,” he explains.

The Ice Shack, which is located at 2616 Mountain Road, has greatly expanded over the years. “A few years ago I bought the concession trailer and opened a hot dog and food stand to complement the snowballs. Currently, I use it to serve concessions at the Lost In The Fifties Car Show every Saturday evening at Marley Station Mall. I also use it to cater events around the community,” he said.

In 2009, Rosage began thinking “outside the snowball” for ways he could stay open year-round. In December, he turned his snowball stand lot into a Christmas tree business.

Not stopping there, Rosage launched Green Haven Gardens in the spring of 2010. He offers an array of flowers, plants and produce throughout the season. Come fall, Rosage will again offer pumpkins, mums and autumn décor. "We truly are a stand for all seasons,” he added.

While The Ice Shack has evolved into much more than a snowball stand, Rosage still credits the icy treat for his overall success.

“I grew up enjoying snowballs as did my mom and her mom before her. It was part of our family tradition to sit on my grandmother's screened porch in Brooklyn enjoying the icy treats we got from the corner stand. I saw the need for a stand in this area when my favorite snowball stand closed, so when the opportunity arose years later I jumped at it,” he stated. “Seeing my customers – especially the kids - enjoying their snowballs together really takes me back. I realize now that these families are making the same kind of memories I had as a child, and that’s what brings a smile to my face.”

Rosage’s business, which he maintains daily with the help of 14 staff members, sells hundreds of snowballs each day during the spring and summer months. Of the sixty-some flavors The Ice Shack currently offers, the top three are Egg Custard, Cherry and Chocolate. When asked what his personal favorite is, Rosage isn’t quite sure.

“I shouldn’t play favorites. Honestly though, if I had to choose I’d say since childhood it’s been fireball with marshmallow topping!”

Outside of his business, Rosage remains active in the community in which he grew up. He serves on the boards of the Riviera Beach Volunteer Fire Company and also the Pasadena Business Association.

As for the future, he is excited about what lies ahead. “I would like to become a chain eventually. And also, I am counting on some little ‘Rosages’ to one day make the snowball “business” a family tradition!”

Although he works long hours and has put an intense amount of time into making the snowball stand what it is today, Rosage is thankful for the opportunity. “The pride I have in living in a country where I’m able, through hard work and dedication, to own my own business is great. It’s taken a lot of hard work to get from then to now and I am extremely proud of the business I began a decade ago. It is with fondness and gratitude that I thank my customers, staff and everyone involved with The Ice Shack’s success,” he concluded.

To mark the occasion of being in business for a decade, The Ice Shack will throw an anniversary celebration at the stand on June 25 from 10:00am until 2:00pm.