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Business & Tech

S & J Sno-Ball and Custard Shop: A Local Oasis for Cool Treats

Local businessman Joe Sorg has the recipe for growth during a cool economy and hot days.

Joe Sorg was in the snow cone business by the time he was 19 years old. His parents purchased a stand in High Ridge in 1989, when he was a senior in high school.

Soon he was a co-owner. Business was his favorite subject at Lindbergh High School, and he did not have to wait long to apply his book knowledge to a real business, S & J Sno-Ball and Custard Shop Inc. at 3857 West Outer Rd. in Arnold.

He will open a new location at 505-537 Jeffco Blvd. this summer.

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Sorg’s business is thriving in a flat economy. “We are actually positively affected by the downturn. People can bring the family here, get some cool treats and stay for some music and fun without spending much money. When other types of businesses may be going down, I’m expanding,” Sorg said.

One of the reasons Sorg chose to open in Arnold is because it is a large, expanding market. “I love Arnold,” Sorg said.

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Sorg donates his time and products to the Arnold's local causes as a sign of affection. He currently sponsors a local softball team, the S & J Aces, and another is in the planning stage. 

“I enjoy talking to the marketing classes at Seckman High School. They read about business in their textbooks, but I tell them what it is like in the real world,” Sorg said.

“I want to have the kind of business that is so good, people look forward to returning. When they drive by I want the memory of the last treat that they had here to kick in and make them pull in for another,” Sorg said.

Sorg refers to the 3857 West Outer Rd. location in Arnold as the mothership of his operation. Except for ice, all supplies go to this location first. All of the flavors and toppings are prepared at this hub for product control purposes.

The company uses the highest quality products. Some flavors are from Select Drink, a local company, and more than half come from New Orleans suppliers. The West Outer Road location alone uses 50 gallons of syrup a day in the hot weather. Cherry is the favorite flavor by a four to one majority.

“Sometimes people are afraid to try a new or exotic flavor, so they stick with an old favorite. Tiger’s Blood, cherry with a hint of coconut, is another favorite. We have strawberry cheesecake syrup that is delicious,” Sorg said.

“The shaved ice is made from a SnoWizard machine, an authentic New Orleans Sno-Ball machine. The ice blocks that fit these machines are of a particular size and only Baker’s Ice Company in Pacific, MO  cuts that size. We use 75-100 blocks a day,” Sorg said.

While snow cones launched the business, Sorg noticed that some cars would pull in and only half of the kids would jump out. The rest wanted ice cream at the next stop.

Sorg decided to add custard to his menu. Now the West Outer Road location sells more custard than an average Dairy Queen, he said.

Just as Sorg offers quality in his flavored syrups, he serves rich, frozen custard from a recipe made to his specifications by Prairie Farms Dairy and he makes his own German-style chocolate syrup from a family recipe.

“There are plenty of ways to cut corners and make more money, but we don’t do any of them,” Sorg said. “I’m not just trying to make a dollar today. I would rather make a quarter (25 cents) and have you come back four times.”

Sorg employs more than 20 workers at his four locations. He takes pride in having well-trained servers attuned to good customer service practices. He has very little employee turnover and highly values his team of good workers, he said. During busy hours, the preparation area behind the windows is a hive of activity.

Sorg also offers entertainment for his customers. He recently invested in a sound system, DJ, face painting and a bubble machine to entertain his younger customers. The employees take turns getting out of the shop and working with the crowd while cleaning the outdoor tables. They even offer a microphone to guests who want to share a song.

Monday, Sorg’s business will put on a fireworks display at the West Outer Road location. With the fireworks, comes live entertainment and a comprehensive selection of fireworks for the holiday season.

“We are glad to have S & J Sno-ball Shop expanding into Arnold. Small business expansion is a good sign that the dampening effect of the recession is finally ending. This is good news because businesses are seeing Arnold for what it is: a family friendly, business friendly place with a growing community that can support them,” said Dan Bish, the Arnold business development specialist, in an email interview.

“As the economy improves, and as Arnold continues to grow, there will be many opportunities for local businesses to improve and expand in the City. We are glad to see these positive developments and will be here to help facilitate this expansion as much as possible," Bish said. 

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