Calling all sweet tooths! There’s a brand new ice cream shop open now near downtown that’s sure to satisfy your sugary cravings.
Specializing in giant ice cream sandwich cookies made with Tillamook ice cream, Shanna’s [sh-aw-n-ah] Sugar Shack is bound to become your new go-to destination for indulgent treats. Whether you’re a classic chocolate chip cookie and vanilla ice cream person or you prefer more creative options like double chocolate and mint chip ice cream, this new shop has it all. They specialized in extra large soft chewy cookies, which are the base of your ice cream sundae or make an epic ice cream sandwich. They are located in the Old Firehouse Plaza, so, grab your appetite and head down to discover this delicious new addition to the Prescott food scene.
Interview with Owner Shanna
Restaurant Name: Shanna’s Sugar Shack
Owner Name (First, Last):
Shanna Daley
Restaurant Website and/or Social Media
Can you briefly describe your restaurant?
Shanna’s Sugar Shack serves premium Tillamook ice cream in flavors such as Mudslide, Banana Split, Waffle Cone Swirl, White Chocolate Raspberry, Caramel Toffee Crunch, and many more. Coupled with our fresh baked gourmet cookies, brownies and blondies. You can get it by the scoop, create your own milkshake, or float with mix in toppings, get a cookie sundae or crush that craving with our monster cookie sandwich. Our cookies are 4 1/2 ounces delivering a knock out to any sweet in Red Velvet, S’more’s, M&M, Reese’s Peanut Butter Cup, Triple Chocolate Chunk, Sugar and Home Style Oatmeal. You can purchase our baked goods individually, or buy the half dozen or a dozen.
Can you tell us a little bit about yourself, including where you are today, professionally, and what got you here?
I have been in real estate and construction for the last 25 years. I currently work a full-time job as the CEO of a construction company and this store is my dream and hope for the future. My mom retired from her job three years ago to take care of my grandma who is diagnosed with Alzheimer’s. Unfortunately, my grandma just passed away and so I wanted to do something with my mom to get her back out into the world to experience the community and engage in work that would bring joy into her every day and thus the Sugar Shack was born.
What inspired you to open this restaurant, and how did you get started in the industry?
I am madly in love with the town of Prescott and the energy that the downtown area has. I wanted to open up a space where people could come in and feel an overwhelming vibe of joy and happiness while eating sweet treats that bring a smile to the face. I have never done anything in the restaurant industry before so while it is very exciting decorating and building this little shop. I’ve also been very nervous as I want the community to love it as much as I do.
What type of cuisine or food can customers expect to find on your menu?
Premium ice cream and gourmet baked goods
Can you share any unique or signature dishes that your restaurant is known for?
We are known for our monster cookie sandwich, which is two of our gourmet, fresh baked cookies sandwiched with two scoops of our premium ice cream, and a topping. You can also upgrade one of the sides to a brownie or a blondie if you really want to go big. It’s sure to knock out any sweet tooth.
How do you source your ingredients, and do you prioritize local or organic products?
We don’t source them in any special way.
How do you create the atmosphere and ambiance in your restaurant?
The vibe we are going for is joy. I spent a lot of time designing the small space to encompass a feeling of immediate happiness as soon as you cross the threshold with our bright colors, and our fun mural and ice cream cones sliding down the wall.
Do you feel that your restaurant fills a gap in the local dining scene, and if so, how?
I feel on the landscape for dessert. It offers a more gourmet experience than what is currently offered in the downtown area.
What are some challenges you’ve faced in owning and operating a restaurant, and how have you overcome them?
I’ve only been open a week and getting to the opening through. The permitting process was definitely rough, but we made it through and I’m so excited and at this time I have an experienced any more challenges besides the normal ones you go through when opening a new business.
How do you balance the demands of running a successful business with maintaining a personal life?
I have to chuckle at this one because at this time I do not have a personal life. I work a full-time 50 hour a week job as the CEO for a construction company and then I invest another 40 hours a week into this dream business that I’m getting off the ground. I hope in the future to have a Prescott Valley location, a Cottonwood location, a Camp Verde location, and possibly even a Flagstaff location. This means I am incredibly single since I don’t have any time to mingle. I now spend my free time getting to get to know the community through my store.
What advice would you give to someone who’s interested in opening their own restaurant?
To be passionate about what you’re doing, to be patient with the process, be prepared to make mistakes and learn from them as you go through the process. Never be afraid to fail because in failure we learn how to overcome and how to do better in the future. Big dreams require big commitments as a business owner.
Can you share any plans for future expansion or growth of your restaurant?
I would love to have multiple locations
What kind of feedback or reviews do you receive from your customers, and how do you respond to them?
The response from the customers that have come in over the last week since we opened have been overwhelming. The community has supported and shared, and really welcomed me with open arms. For this, I cannot begin to express my gratitude. It is one of the reasons why Prescott will always have a part of my heart as the people in this community have so much kindness.
What is your philosophy on customer service, and how do you train your staff to provide excellent service?
I train my staff to enjoy what they’re doing, to take time to chat of each customer that comes in and to try and resist the urge to eat the inventory lol.
How do you market and promote your restaurant locally and online?
I don’t at this time. I over spent on the tenant improvements in the space and the opening costs. I just have to hope for it to spread by good old fashioned word of mouth.
Can you share any interesting or funny stories from your time owning this restaurant?
The whole process has been incredibly fun. There was definitely a lot of laughter and joy that’s gone into the process as well as challenges. We did it as a family, my mom, my dad and my sister all rallied around me to help me get this place open.
Can you describe a typical day in the life of a restaurant owner?
My typical day is beyond crazy and anyone that reads this will probably think I have something wrong with me lol, but it just works for me. I wake up at 4 AM to get my crew going for their workday in my construction business. I then spend about three hours doing contracts, returning emails, optimizing the advertising and website and anything else that requires my attention. I then go feed and clean up my ranch, which consists of three llamas, two alpacas, four Nigerian dwarf goats, five rescue dogs and three rescue cats. From there, I come to the shop and make sure everything‘s functioning as it should, and do the daily fresh bake as I am the only one that does the baking. I then return to the ranch to do the afternoon feeding and clean up and spend my evenings wrapping up on my computer for my construction work doing everything required to have a successful day. It’s a lot and a long day but I enjoy what I do.
What are some of your favorite Prescott area restaurants?:
I absolutely love Farm Provisions, BIGA, Whiskey River Tavern and of course Bill’s Pizza
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