Spring is Getting Icy!

Not many people think the first day of a new season is worthy of celebration. So the earth hits a certain point in its orbit around the sun, and the weather changes a little. Big deal.

Italian ice lovers think it’s a big deal. For 16 years, Rita’s Ice has been serving up free cups of its delicious treat on the first day of Spring. Any flavor you want. All day long.

I remember the first year I tried Rita’s on the first day of Spring. It was the first time I’d ever tried the stuff, and what a better way to sample than get a free cup on a warm sunny day. Now I go every year, and this year I shivered in the wind 15 minutes for a frozen cup of Birthday Cake-flavored ice. Yeah, it’s that good.

What I admire about Rita’s is their willingness to give. Sure, it’s a way to attract new customers (it worked on me), but they have to be losing money on this thing. But the Rita’s giveaway accomplishes more than just boosting future sales. It bonds people together. Groups of people come out of the woodwork just to get a free ice, no matter how warm or cold it is that day. You’re in line for 15 minutes or more, and everyone is having a good time because they’re getting a free treat. People mingle, and aren’t afraid to joke around with others they’ve never seen before.

What is so striking about this event is that to me it seems so natural. Spring is welcomed by chirping birds, grass starting to turn green, leaves budding, animals scurrying around, and now by humans eating flavored ice. It just fits.

Way to go, Rita’s. Greeting the warm weather with 10 million ounces of ice. Brilliant!