Hoping for sweet success
Couple hopes to leave stand’s troubles in past with fresh look, outlook
New owners Ashley and Gabe Viscariello stand outside Stella’s Creamery and Cakes on Monday in Schenectady. They opened Stella’s on Monday at the site of the former Bumpy’s Polar Freeze, at the corner of State Street and Shirley Drive. The ice cream shop was the site of the city’s most pitched battles in a summer of activism protesting systemic racism, events that culminated in the former owner pointing a pellet gun at demonstrators. Now the revamped parlor hopes to draw in crowds for a different reason, primarily custard. At right, Claire Reeves of Saratoga Springs and Alexis Mcnamara of Clifton Park enjoy their treats.
With the soft serve machines primed and social distancing lines chalked on the pavement, Stella’s Creamery and Cakes achieved liftoff on Monday morning.
“I feel a bit of relief,” said Ashley Viscariello, who purchased and reopened the venue with her husband, Gabe.
The ice cream parlor at the corner of State Street and Shirley Drive in the city’s Woodlawn neighborhood was the site of the city’s most pitched battles in a summer of activism protesting systemic racism, events which culminated in the former owner pointing a pellet gun at demonstrators.
Now the revamped ice cream parlor hopes to draw in crowds for a different reason, primarily custard: Stella’s, which is named for the couple’s young daughter, is the only place in the area to get the real deal, Viscariello said:
“It’s thick, it’s creamy — it’s rich,” Viscariello said.
The business’ much-needed makeover also includes cosmetic changes, with the exterior brightened up and painted a creamsicle color, a departure from the dark gray gloom of the former incarnation, Viscariello said.
The grand opening on Monday topped off the transformation of a business that gained notoriety last year as Bumpy's Polar Freeze whose final operator, David Elmendorf, was accused of sending racist texts, mistreating employees and violating health codes.
The business has no affiliation with Elmendorf, who sparked numerous Black Lives Matter protests outside of the business last year after he allegedly sent racist texts. Elmendorf was also arrested and had the business closed by authorities after he defied health code violations.
Earlier this month, the state attorney general's office sued the embattled former owner, contending he made a bogus police report alleging that people attending the Black Lives Matter rally were toting weapons.
Viscariello had her eye on the venue well before the controversies mounted when she learned Elmendorf was on the verge of eviction.
She’s had a relationship with the venue that stretches back to 2003, when the then-tot first first enjoyed a blueberry ice cream cone with her family at the location.
Viscariello worked at the ice cream parlor throughout high school and while pursuing a degree in business administration from Russell Sage College, often with her two sisters. Why the lifelong love?
“It was just fun,” Viscariello said. “And to own your ice cream place is just fun.”
Customers gathered outside on Monday and stamped their feet as skies threatened snow.
Among them were members of the Tri City Muscle Car Club, which gathers across the street in the DMW parking lot during warmer weather with their cars.
They’ve long made a habit of forgoing dinner and grabbing a bite at the venue, a tradition that will continue under its new ownership.
“I can’t wait,” said Kim Coburn, president of the Tri City Muscle Car Club. “She’s so sweet and they just so deserve this.”
The Viscariellos want to make exceptional customer experience a centerpiece of the revamped venture.
“I want this to be a respected place to come in Schenectady,” Viscariello said.
Stella’s Creamery and Cakes will offer a menu of specialty sundaes, gourmet cases, softserve and hard premium ice cream and finger food.
Viscariello, who is Guyanese, said she isn’t concerned that the specter of Elmendorf ’s troubles will cast a pall over the business.
“I’m not worried about it at all,” Viscariello said. “We’re going to do great here.”