The Frosty Cove Story

Meet the owners of The Frosty Cove and The Beach Cove … Morse and Morgan Michael. As serial entrepreneurs, you may recognize them from their other businesses.
Photo Art - The wedding photo of the two owners of The Frosty Cove and The Beach Cove, Morse and Morgan Michael
    Around 2009, our family was looking to make a change & move from Illinois to Michigan to be closer to parents, grandparents and cousins. I had been looking for work in my field (accounting and stock brokerage), but had been unsuccessful in finding a comparable job. As a family, we had prayed earnestly for something to happen so we could make the move north. Upon visiting family in the summer of 2010, we noticed the ice cream shop on Lakeshore Dr, The Frosty Cove, was for sale. Through many talks with the current owner at the time, we were unable to make a deal, so we returned to Illinois, continuing to pray for guidance on how to make the transition to Michigan so our children could grow up with their family close by. A few months later, the owner of the ice cream shop reached out and was ready to make a deal. It was clearly a sign to us that this was part of the plan, although, while we are avid ice cream fans, we had no experience with business ownership and definitely not with serving ice cream. We had worked retail and fast food as teenagers, so we had some field experience, but The Frosty Cove opened a whole new world for us. The challenge was welcomed, though, so we packed up and moved north to begin operating The Frosty Cove in April of 2011. Since then, our family and The Frosty Cove have undergone some big changes, and we know our beloved little ice cream shop remains a favorite Lakeside destination for many Muskegon area visitors and those that call Muskegon home. We love being able to work as a team to “sell happiness” to our community with respect, integrity and a positive attitude, our family’s core values. We have enjoyed raising our children here. We have loved getting to know our “regulars” and have thoroughly enjoyed watching the employees here grow in to phenomenal adults. We love our staff like our own children and we are very proud of each and every one of them. We strive to make our shop a fun and challenging first job for these awesome kids and hope to instill in them a sense of pride and independence through work. We look forward to many more years of serving the community that has so happily embraced us.

"The Best First Job"

~ Cove Crew
We have loved getting to know our “regulars” and have thoroughly enjoyed watching the employees here grow in to phenomenal adults.

We love our crew like our own children and we are very proud of each and every one of them. We strive to make our shop a fun and challenging first job for these awesome kids and hope to instill in them a sense of pride and independence through work.

We look forward to many more years of serving the community that has so happily embraced us.
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Photo - The Frosty Cove Fam 2023 staff photo
Illustration - The Beach Cove logo
Illustration - The Frosty Cove logo
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