Minnesota Dairy Queen's Annual March 1 Opening Draws Crowds for Tradition

Despite winter weather, people line up for ice cream treats at the 77-year-old Moorhead Dairy Queen on its annual opening day.

Published on Mar. 2, 2026

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Every March 1, people in Moorhead, Minnesota brave the winter cold to visit the local Dairy Queen for its annual opening day. This 77-year-old walk-up ice cream shop has become a beloved community tradition, with an average of 1,200 customers showing up on opening day. Customers come early to be first in line, which brings yearlong bragging rights. The store offers unique treats like the Mr. Malty, Curly Shake, and Monkey Tail that can't be found at other Dairy Queen locations.

Why it matters

The annual Dairy Queen opening in Moorhead represents a cherished community tradition that brings people together despite the harsh winter weather. It symbolizes the resilience and pride of the local residents, who see it as a sign that spring is on the way. The store's focus on customer service and unique menu items has helped it maintain its status as a beloved local institution over the decades.

The details

The Moorhead Dairy Queen has been a walk-up ice cream shop for 77 years. On March 1, despite heavy snow or subzero temperatures, people line up early to be the first to order treats like butterscotch milkshakes, chocolate-mint Blizzards, and discontinued Blizzard flavors that can't be found elsewhere. The store is grandfathered in and focuses on providing excellent customer service and unique menu items that keep customers coming back year after year.

  • The Moorhead Dairy Queen opens every year on March 1.
  • The store typically closes in late October.

The players

Jerry Protextor

A retired pastor who was standing in line for a butterscotch milkshake and a chocolate-mint Blizzard.

Troy and Diane DeLeon

The owners of the 77-year-old Moorhead Dairy Queen.

Julie Bergseid

A customer who arrived before 7 a.m. to be first in line, a position she had narrowly missed for the past two years.

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What they’re saying

“It just says that we're tough, and there are things that are really important to us. It's just a part of community.”

— Jerry Protextor, Retired pastor

“It's a sense of unity. It's a tradition for many families.”

— Diane DeLeon, Co-owner of Moorhead Dairy Queen

“Usually there's a little bit of a line after a bit, so you gotta get here before they start. It's momentous that this is the start of spring, no matter what the temperature. This starts it, going to the DQ, getting your first ice cream of the season.”

— Julie Bergseid

What’s next

The Moorhead Dairy Queen will remain open through late October, providing a beloved community gathering place and a taste of spring throughout the winter months.

The takeaway

The annual opening of the Moorhead Dairy Queen demonstrates how a local business can become a cherished tradition that brings a community together, even in the face of harsh winter weather. The store's focus on customer service, unique menu items, and a commitment to its history have allowed it to thrive for decades and become an integral part of the local culture.