Sweets beat the heat in Spirit Lake

After 39 years and still going strong, Kate and Bob Shaw's ice cream truck isn't going anywhere soon

The ice cream truck — a relic of old America which is quickly going out of style, some studies say. According to a recent study conducted by ice cream company Good Humor, nearly 70 percent of Americans have acknowledged that they see fewer ice cream trucks and carts in their neighborhood now compared to their childhood, and two thirds of respondents said that they would be sad to see ice cream trucks become a thing of the past.

The reason business seems to be melting away is attributed to changing consumer habits, labor costs, increasing expenditures and shifting demographics, as well as stricter enforcement of city laws such as parking ordinances or licensing expenses.

Still, after nearly 40 years in business, Kate and Bob Shaw of Spirit Lake say that things are going strong in their world of business, and that they hope to keep going.

"Resorts, campgrounds, Bridges Bay, Terrace Park, all the public beaches … we've gotten to the point where, to do our entire route it takes about a week and a half to get everybody," Bob said. "People really appreciate us. It's a lot more fun than running a business. We're in the happiness business."

Kate and Bob came to Spirit Lake back in 1977. Bob was a coach and Kate was a stay-at-home mom for their four children. Their first summer here, they'd seen an ice cream truck in town.

"We were all excited, the kids chased after it," Bob said. "But one day, it disappeared."

Shortly afterward, the woman who ran the old ice cream truck gave Bob an offer — to buy the ice cream truck off her hands and keep the tradition alive.

Bob deliberated the decision for a bit, he said, but he eventually came around to the idea once his bank called him up to talk about the potential business.

"We got it started up, drove it off, and we became the ice cream people," Bob said. "We didn't know what we were doing with that ice cream truck at first, but I'd hope we've figured it out by now."

Kate ran the show for around 29 years before Bob sold his business in 2014.

"When we first started, it was a really nice business for a mom and her four kids," Kate said. "They helped me make the ice cream sandwiches. They were a big part of it. It was good bonding time for us too, and I usually would take one with me while the oldest watched the youngest."

For 39 years, the route has stayed mostly consistent, as Kate and Bob found their home all across the region.

"We've always gone to the parks," Bob said. "When the splash pad (in Spirit Lake) came along, it was just a natural hit. We were in there from the very beginning. Everybody loved it. Kids would come up with their families and take some pictures. Just the joy on their faces brought us so much happiness. It was a lot of fun. It's a lot of fun for us to see all of this. We think we get more joy out of it than the kids."

Recent enforcement from Spirit Lake City Administration has put a damper on their usual route, preventing them from stationing at Memorial Park or the splash pad.

City Administrator Gregg Owens declined to provide comment.

Despite this, the couple's business has been booming throughout the summer months, as they provide cold treats for the people of the Iowa Great Lakes Region.

"Ice cream trucks are dying out on a national basis," Kate said. "It's very difficult to run an ice cream truck — the gas, the insurance, the breakdowns … business is going well though. Everyone seems to want us, besides our own town."

The ice cream truck turns 40 years old on May 30, 2025. Kate and Bob say their hope is that the business continues to run for many years to come. Though ice cream trucks may be a dying breed in America, the couple is working hard to keep the summer tradition alive in the Lakes Area.

"There's no problem so big that a little ice cream and God can't fix," Kate said. "Life is uncertain; eat dessert first."