TRAVERSE CITY — Moomers opened its doors in Traverse City today for the 2026 ice cream season, marking 29 years in business for the local hub. Eager customers stood in line in the rain to be among the first to receive a scoop and a special opening day perk.
The shop has established itself as a regional destination, with some patrons arriving 30 minutes before opening to participate in the annual tradition. The first day of the season is characterized by long lines of residents seeking both ice cream and “golden tickets” that allow them to bypass future crowds.
Customers braved rainy conditions to wait outside the facility, which has been a staple in the Traverse City area for nearly three decades. Some dedicated patrons arrived 30 minutes before the doors officially opened to secure their place in line. Many of these customers visit the shop multiple times a week throughout the year to purchase ice cream or merchandise.
Nancy Plummer, the founder of Moomers, said that many residents have made a tradition of visiting on opening day for nearly 30 years. A primary draw for the early crowds is the distribution of a special incentive known as a golden ticket.
“Everybody who comes gets a golden ticket, which allows them to come to the front of the line once during the year,” Plummer said. “When there are 80-100 people in line, they can come to the front of the line and get waited on right away.”
While the opening weekend marks a significant milestone for the business, it is not the busiest time of year for the shop. Plummer noted that the peak of their season occurs during the National Cherry Festival because of the high volume of tourists in the region.