Minnesota Dairy Queen’s March 1st Tradition Draws Crowds Despite Freezing Weather

Customers in Moorhead, Minnesota braved single-digit temperatures to line up at a 77-year-old Dairy Queen that opens every March 1st regardless of weather conditions. The annual tradition draws about 1,200 people who see the ice cream shop's opening as the unofficial start of spring.

MOORHEAD, Minn. — Despite frigid single-digit temperatures this past Sunday, dozens of determined customers gathered outside a historic Dairy Queen in Minnesota, viewing the seasonal reopening as their personal declaration that spring has arrived.

For 77 years, this walk-up ice cream establishment has maintained its unwavering March 1st opening date, creating a beloved community ritual that persists regardless of blizzards, subzero conditions, or heavy snowfall.

“It just says that we’re tough, and there are things that are really important to us,” explained Jerry Protextor, a former pastor who waited in line for a butterscotch milkshake and chocolate-mint Blizzard. “It’s just a part of community.”

Store owners Troy and Diane DeLeon describe their establishment as a “heritage store” that provides hope and continuity for community members seeking something positive to anticipate, particularly during challenging times globally.

“It’s a sense of unity. It’s a tradition for many families,” Diane DeLeon explained.

The opening day typically attracts approximately 1,200 visitors. Many arrive early and wait in their vehicles, with securing the first position in line earning year-long boasting privileges.

Julie Bergseid arrived before 7 a.m. to claim the coveted first spot after finishing second for two consecutive years.

“Usually there’s a little bit of a line after a bit, so you gotta get here before they start,” she noted. “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.”

Dressed in snow pants, long underwear, wool socks and mittens, Bergseid intended to sit at an outdoor patio table to consume her barbecue, peanut butter parfait and Dilly frozen treat.

“It won’t melt. That’s the nice thing,” Bergseid remarked.

Patrons can choose from unique offerings unavailable at other locations. Popular items include the Mr. Malty, a chocolate malt frozen on a stick; the Curly Shake, featuring a shake base topped with sundae; the Monkey Tail, a chocolate-dipped frozen banana on a stick; and various discontinued Blizzard varieties.

“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 said. “If you still have the ingredients, ‘give the customer what they want’ is our feeling.”

Due to its age, the establishment operates under grandfathered regulations, allowing it to emphasize personal service and distinctive menu items, he noted.

The butterscotch milkshake Protextor purchased for his wife cannot be obtained at any neighboring DQ locations, he mentioned.

“We have to go to the right Dairy Queen to do what she wants,” he said.

Bundled customers in winter coats, hats and gloves maintained distance near the street while others approached the service windows to order. The establishment eschews mobile apps or ordering kiosks, focusing instead on personal customer interaction, the DeLeons emphasized.

Visitors brought pets and young children, taking photographs beneath a giant Dilly bar statue — honoring the chocolate-covered ice cream creation invented at the Moorhead DQ during the 1950s. The atmosphere resembled a summer gathering, albeit with winter attire.

“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.”