Belts’ Soft Serve celebrates the opening of its 44th season

Chris Rugowski

Contributor

April 1, 2024

STEVENS POINT – Even though winter seems to be sticking around a bit longer, it didn’t stop a Stevens Point staple from opening up for the season – embarking on its 44th year in business.

Belts’ Soft Serve, located on the busy corner of Division and Church streets, got its start in 1981 by Don and Joyce Belt – the grandparents of the current owner, Cole Racine.

“We’ve been family owned and operated, going on third and fourth generations,” Racine said. “My daughter is helping out today, too – taking orders and getting orders ready. She also handles a lot of the social media things and other things like that.”

Before offering soft serve, Racine said his grandparents – who moved to Stevens Point from upstate New York in the 1970s – first opened Barley Brew, a coffee substitute or extender.

To help supplement that aspect of the business, Racine said his grandparents began selling soft serve out of the building as well – and things took off from there.

“I think they honestly thought it would be fun,” he said.

The Belt’s fun and family-focused culture, Racine said, continues today and even extends to its staff.

“Our staff is phenomenal – I think our customers see that, and they create bonds with our staff,” he said. “We’re a part of the community in that sense.”

Racine said he credits his staff’s dedication, positive attitudes and strong communication skills for the continued success and longevity of the stand.

“It’s humbling and crazy all at the same time,” he said. “The staff do a good job engaging our customers,” he said. “I think our staff is dedicated and nails it on the head with the customer service aspect.”

Opening weekend this year, Racine said, was manned by returning staff – a few of them entering their fourth season, with his daughter starting her fifth.

Opening day traditions

Opening day – which came March 1 this year – Racine said, is always exciting, with some customers camping out in anticipation.

For example, he said, one customer who started camping out for opening day with her children years ago now shares the tradition with her grandchildren.

“It’s an amazing feeling,” he said. “Shocking and not necessarily something you expect or count on – but we do have a good turnout in response to our opening days.”

Getting in on the excitement, Racine said every year, the first 25 customers get a limited edition T-shirt.

A new tradition started last year, he said, which includes a limited “1 of 125” commemorative glass to the stand’s first 125 customers of the season.

Standing out

Racine said he is confident in Belt’s products, portions and overall customer experience – achieving and exceeding expectations for their customers.

“I do feel like we’re top-notch…,” he said. “We’re proud of our products. We give good portions and fair value… I wholeheartedly believe it when I say it. I think the proof is in the pudding – or should I say, soft serve.”

A one of many soft serve stands in Wisconsin, Racine said he knows Belts isn’t one of a kind, but its large and eclectic menu helps set it apart – making many of its own additions that go into the dishes.

These, he said, include things like cookie dough, peanut butter cups, brownies, puppy chow and cakes of the day.

Racine said Belts sources fresh local fruits, like raspberries, strawberries and, when they’re in season, even Door County cherries locally – as well as nuts, such as pecans and pistachios from a Wisconsin roaster.

“Sure there’s other places like us,” he said. “But I think being only desserts and that being our focus, and having a large menu, we’re able to appeal to everyone, somehow.”

Belts, Racine said, is also known for its large portions – especially when it comes to cones, even sporting the sign: “Home of the Large Cone.”

The cone, he said, is about 10-12 inches tall, which includes nearly two pounds of soft serve.

The stand’s next best seller, Racine said, is the Pointer Flurry, which is made with Belts’ homemade cookie dough and brownies. 

When in season, Racine said his favorite menu item is the raspberry and strawberry shakes.

Belt’s spumoni ice cream, which includes fresh roasted pecans, pistachios and Door County cherries, he said, is also a customer favorite.

An entrepreneur mindset 

Racine said he has fond memories of helping out his grandparents at the ice cream stand.

“I was a kid in a candy store,” he said.

Growing up in the business, Racine said he started by doing dishes, picking up litter and, by the time he hit around 12-13 years old, he was serving customers.

It’s work he said he always enjoyed.

After high school, Racine attended college in Oshkosh but said he always had Belts’ in the back of his head.

As the youngest of four, he said he was the only one who was involved in the business and wanted to continue it as its third-generation owner/operator.

Racine said he is hopeful his daughter – the family’s business’s potential fourth-generation successor – may take over.

“Eventually, if she wants it,” he said. “Right now, she wants to go out and spread her wings in the work(ing) world and do her own thing like I did.”

The importance of small businesses, Racine said, goes without saying for the Belts’ family.

“Being a small business, we have a strong work ethic,” he said. “We have a frugality and a nose to the grindstone. You’re always striving, doing your best and working hard – and hopefully, the outcome is there.”

Though Belts’s success stands on the strong foundation his grandparents built – which continued under the leadership of his father – Racine said it’s also important to always be thinking and looking ahead.

“I’m proud of our business and the fact we’ve been able to maintain a high level of success over the years,” he said.

The strong relationship the Belts’ family created and maintained with customers and the Stevens Point community, Racine said, continues to support its success. 

“I do think that’s one of the things that sets us apart – our customers are best,” he said. “I think everyone says that, but I genuinely mean it.”

Belts’ Soft Serve, located at 2140 Division St., is open daily from 11 a.m. to 10 p.m.

For more information, including daily ice cream specials, check out the stand’s Facebook page.