- The Washington Times - Sunday, November 6, 2005

For a frozen custard shop in Alexandria, its name has been like a bad dream.

The Del Ray Dreamery in Alexandria was told this summer it had to drop the word Dreamery from its name because another ice-cream maker held the trademark. Its new name, That Custard Place in Del Ray, was announced last week.

Integrated Brands Inc., a Ronkonkoma, N.Y., seller of frozen foods, this year bought Dreyer’s Dreamery brand ice cream, which owns the Dreamery trademark. The previous owner, Dreyer’s Grand Ice Cream Holdings Inc., allowed the store to keep its name despite the trademark, but Integrated Brands wanted it removed.

Owner Liz Davis held a contest for a new name. The hundreds of submissions included “Counter Intelligence,” “Conehead” and “Once Upon a Midnight Cream.”

“That Custard Place in Del Ray” fit best.

“A lot of people call it that anyway,” Ms. Davis said.

Custard is made with pasteurized egg yolk and milk fat and is thicker and creamier than ice cream. Ms. Davis was born outside of Milwaukee, which has more frozen custard shops than ice-cream shops, she said.

It wasn’t easy to let go of the name, Ms. Davis said.

“When you have a small personal business like this, it’s kind of like telling someone you can’t be Liz Davis anymore,” she said. “You have to start thinking of yourself in a different way.”

Team tourism wins

The Baltimore Area Convention and Visitors Association announced last week that Rite Aid’s annual convention will be back in Baltimore in August 2007. The drugstore chain is expected to bring 5,000 people, who will spend about $4.7 million while they are in town.

The convention group, along with a team of hotel managers and convention center officials, went to Rite Aid’s offices in Camp Hill, Pa., to persuade the group to return to Baltimore.

The Rite Aid convention was in Baltimore every year from 1996 to 2001, and again in 2004. Then the group tried other cities, including New Orleans and Anaheim, Calif.

The Baltimore association plans to do more team-oriented marketing, said Ronnie Burt, vice president of convention sales and services.

“We’re creating a Baltimore team approach to sell the city as a destination,” he said.

It was the second time the association tried the team marketing approach. The group also brought the Natural Products Expo to Charm City for 2006 and 2007.

In other news …

• Millennium Partners, a New York real estate developer, announced last week that it bought seven luxury sports clubs from the Sports Club Co., including one on M Street Northwest, for $65 million.

• Manekin LLC, a commercial real estate developer in Columbia, Md., began construction on McGaw Plaza, a 5.5-acre restaurant park at the intersection of McGaw Road and Stanford Boulevard in Columbia.

The Greene Turtle Restaurant Sports Bar Grille, the Atlanta Bread Co., CheeBurger CheeBurger and Salsarita Fresh Cantina have leased space in the project, which is scheduled to open early next year.

• Retail & Hospitality runs Mondays. Call Jen Haberkorn at 202/636-4836 or e-mail [email protected]

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