When it’s so scorching hot your brain melts, follow a desert tradition and chill at Luv-It Frozen Custard.
Holly Madison cools off here.
So does late night host Craig Ferguson.
And so do many celebrities who don’t want to leave AC for a second in this heat, but still want their frozen custard fix.
“We get a lot of limos. You never know who’s inside,” says owner Greg Tiedemann.
Tiedemann is the epitome of cool on a sweltering day — laid back, friendly, and dishing up the creamy, cold stuff his grandmother, Dorothy Woods, created in the ’70s.
Tiedemann and his wife/co-owner, Sharon, still use the same “secret family recipe” to make frozen custard from eggs and cream, at the same place Dorothy and husband Richard opened in 1973.
It’s not as sweet as regular ice cream, and lacks all those additives that make commercial ice cream just frozen chemicals.
Luv-It frozen custard is rich and creamy, and doesn’t melt instantly like soft ice cream. It holds its shape and fresh flavor until the last spoonful.
It’s so good some people trek to the little blue-and-white box near the Stratosphere several times a week; some stop by daily.
Tiedemann knows these customers by name.
He’ll name-drop a few celebs — like Madison, who shows up one day in a cute summer dress, the next in sweats. (She’s on the website.)
The website also features Craig Ferguson, who drops the name of Luv-It on his Late, Late Show because he’s such a fan.
There are also many, many reviews and awards from local media and national travel writers who swoon over Luv-It’s treats.
Luv-It’s frozen custard is made fresh daily, so there are always chocolate and vanilla, plus two daily flavors.
As a testament to its popularity, Luv-It posts its daily flavors on the website, so customers know their order in advance without standing in line too long.
(There’s only a tiny bit of shade at this frozen custard stand, and there are no seats.)
Fresh banana nut, butter pecan, and lemon are the favorites, Tiedemann says.
Today’s flavors are coconut and maple walnut.
Tomorrow, peanut butter and grape.
Other flavors this week include: Swiss almond, cinnamon, wild cherry, very berry, lemon, butter pecan and that fresh banana nut.
We tried blueberry — a double at $3.65 was plenty for two to share, and enjoy.
It’s so great, Cheap Eats predicts you won’t want to buy that commercial stuff ever again.
Luv-It sells frozen custard by the cone, and has a long list of specialty sundaes (on the website too), including “the desert” with hot fudge, marshmallow and pecans. The “western” has hot fudge, caramel and pecans.
There are chocolate-covered frozen bananas too.
A single cup is $2.45. Add a quarter for a cone and 55 cents for a waffle cone.
A regular sundae is $4.65; junior sundaes are $4.15.
Shakes start at $4.35; malts, at $4.65, and floats are only $4.25.
The frozen yogurt is so fresh “we make it every few hours,” Tiedemann says, while serving non-stop customers on a sweltering afternoon.
“It’s smooth — not frozen hard — and dense, because it has less whipped air,” he explains. “Ounce for ounce, you get more for your money.”
Considering the pleasure Luv-It’s product and service give so many, Tiedemann pauses when asked why he so obviously enjoys his work.
“I enjoy making stuff,” he says, deftly handling two shake orders, then more sundaes.
“I really like making something someone gets excited about.”
Luv-It frozen custard is so good the family doesn’t pay for advertising. The quality of their product and service has spread by word-of-mouth for 37 years.
It’s one of the best traditions in Las Vegas.
More: Luv-It Frozen Custard, 505 East Oakey Blvd. (one block from Las Vegas Blvd., near the Strat), 702.384.6452; luvitfrozencustard.com.