I’m 30 and Love PB!
Pacific Beach wasn’t always a college town covered in tattoo parlors, bars and head shops. There was a time when it was a quaint family-oriented town perched by the beach. Then, doors weren’t locked, kids stayed up late only on special occasions and you were more likely to get hit by a rogue wave than a car. John Conca, owner of Mr. Frostie Tastee Freeze, has seen firsthand many of PB’s changes over the years. Conca grew up in Pacific Beach near Kate Sessions Park and worked his family’s ice cream stand in the 1970s as a teenager. In 1978, he and his wife, Debbie, took over ownership and have run it since. Conca has been careful to keep Mr. Frostie’s the same through the years, wanting it to retain that same look and feel of Pacific Beach from the 1950s. One thing he has added to the menu is food items to help generate business during the colder winter months. Conca has made a concerted effort to keep prices low and the product delicious. Mr. Frostie’s offers typical treats found at most ice cream shops: blizzards, shakes, banana splits and malts. The establishment also has the ever-popular dipped cones in flavors like chocolate, cherry and butterscotch. Be warned: Eat fast, because it will go everywhere as it melts! The portions are large and the ice cream is delicious. But Conca thinks it’s the vibe of Mr. Frostie’s that keeps customers coming back year after year. “We offer a good, high-quality product and are customer oriented,” he said. “We get to know our regulars so they feel at home. We keep Mr. Frostie’s as it has been for the most part, a continuity of what we would have served in the 1960s, and keep prices reasonable.” He adds with a laugh, “We’re the biggest fans of our products. I eat it every day.” One thing that hasn’t changed is Mr. Frostie’s type of clientele. It draws mostly families — the way it has always been. While standing in line, you feel as if you’re standing in line just as they did in 1949. Pacific Beach has transformed largely into a transient town, but one thing is certain in PB. You can always count on Mr. Frostie’s and a delicious ice cream treat that will keep you smiling. Mr. Frostie’s 1470 Garnet Ave. (858) 274-9977 www.mrfrosties.com Hours: Sundays through Thursdays from 10:30 a.m. to 9 p.m.; Fridays and Saturdays from 10:30 a.m. to 10 p.m.