Get ready to scream for ice cream, Durango! Hoopla Ice Cream has arrived, and it’s already causing a frenzy. Before their first pop-up event at Anarchy Brewing Co., pints were flying off the shelves, proving that this isn’t your average scoop shop. But here’s where it gets controversial: in a world dominated by quirky ice cream giants like Ben & Jerry’s and their countless imitators, can a small-batch newcomer truly stand out? Hoopla Ice Cream founders Jason Hopkins and Lexi White think so—and they’re betting on it.
Former coworkers-turned-friends-turned-business-partners, Jason and Lexi met in the marketing world at a Boulder ad agency. When Jason moved to Durango, Lexi and her fiancé followed, drawn by the charm of the town and the promise of fresh powder. But it was Lexi’s garden that planted the seed for Hoopla. A surplus of mint led to an experimental batch of mint chocolate chip ice cream, and the rest, as they say, is history. From there, they crafted indulgent yet balanced flavors like the Funky Donkey—a peanut butter ice cream loaded with Oreos and fudge that’s surprisingly not overly sweet. And this is the part most people miss: their flavors aren’t just random combinations; they’re carefully curated to be both creative and delicious.
Take their Kaiju Crunch, for example, a maple ice cream with caramelized corn flakes and a hint of miso. Inspired by trendy ingredients like miso, which has been popping up in unexpected places (think cocktails at Oye), Hoopla isn’t afraid to take risks. Or how about Purple Nurple, a lilac-colored masterpiece with chocolate raspberry truffles and taro root? Yes, taro root. It’s bold, it’s unexpected, and it works—though some might argue the truffles should’ve been mixed throughout, not just on top. But that’s the beauty of Hoopla: they’re not afraid to experiment, even if it means sparking debate.
What sets Hoopla apart isn’t just their flavors; it’s their approach. With no brick-and-mortar location yet, they’re focusing on pop-ups and collaborations, like their upcoming event at Ska Brewing Co. and a potential partnership with Durango Coffee Co. for a coffee-bean-infused ice cream. They’re also committed to local sourcing once farmer’s market season returns, ensuring their mint (and more) is as fresh as it gets. And let’s not forget their bright pink merchandise, because who doesn’t love a good scoop of branding?
But here’s the real question: can Hoopla turn ice cream into their full-time gig? With both founders still working day jobs, their flexibility is key. As Jason puts it, ‘AI is coming for all the marketing jobs,’ so why not pivot to something AI can’t do—yet. ‘Hopefully, AI can’t make and sell ice cream any time soon,’ Lexi jokes. But is ice cream really AI-proof? And can Hoopla’s unique flavors sustain their growth in a crowded market?
One thing’s for sure: Durango is eating it up—literally. From sold-out pints to packed pop-ups, Hoopla has already made a splash. But what do you think? Are their flavors genius or gimmicky? Can they compete with the big names, or will they remain a local favorite? Let us know in the comments—and while you’re at it, follow their Instagram or sign up on Hotplate.com/Hoopla to catch their next flavor drop. Because, as Jason perfectly sums it up, ‘Selling ice cream with your homie’ is the kind of dream we can all get behind.
