Wells Visitor Center & Ice Cream Parlor

Imagine a place where the celebration of flavor never ends — that’s exactly how you could describe the Wells Visitor Center & Ice Cream Parlor. Located in the charming town of Le Mars, USA, this center has become a true mecca for those with a sweet tooth. The city rightfully bears the title of “Ice Cream Capital of the World,” and this facility is its primary symbol and a tribute to the legacy of Wells Enterprises.

It is more than just a café; it is a full-fledged interactive museum designed in a vibrant retro style. Here, visitors can immerse themselves in the history of making this frozen treat, learn about the rise of the famous Blue Bunny brand, and see how a small family business grew into an industry giant. Each year, the center welcomes around 200,000 guests, consistently ranking at the top of Iowa’s most popular tourist attractions.

Inside the visitor center, a modern space awaits with interactive displays, a shop featuring exclusive gifts, and, of course, the legendary parlor. The menu offers over 40 different flavors, including signature desserts like the Chocolate Volcano Sundae. It’s the perfect spot for a family outing, where every adult can feel like a kid again for a moment.

To inquire about special offers or organize group tours, you can contact the center's representatives directly. Below are the current contact details for the Wells Visitor Center & Ice Cream Parlor.

The highlight of any visit is, undoubtedly, the ice cream tasting. At the local parlor, you’ll be spoiled for choice with over 40 flavors, ranging from time-tested classics to exotic new creations. Be sure to try the famous Blue Bunny Salted Caramel Craze or order a classic milkshake prepared according to traditional recipes.

After your sweet treat, head out on a self-guided tour through the interactive galleries. The exhibits tell the fascinating story of ice cream production and the growth of Wells through games and multimedia displays that will captivate both children and adults. It’s a great way to learn how milk is transformed into the favorite dessert of millions.

Don't forget to stop by the gift shop, where you can pick up unique brand-themed items, from apparel to unusual kitchen gadgets. If your trip falls in June, you might catch the annual Ice Cream Days festival with its parades and street entertainment. At any other time of year, a fun addition to your visit is the quest to find the 50 ice cream sculptures scattered throughout the city.

The attraction is located in the heart of Le Mars at 115 Central Ave NW. Finding the center is easy — the bright building is situated in the city's main activity hub and serves as an unofficial landmark.

Le Mars is located in northwest Iowa. Most tourists prefer to arrive by car via US-75 or IA-3. The city is perfect for inclusion in a Midwest road trip itinerary. Convenient parking for visitors is provided next to the visitor center.

For those arriving from further away, the nearest major transportation hub is Sioux Gateway Airport (SUX), located about a 45-minute drive away. Public transportation in this small town is limited, so renting a car or taking a taxi from the city center will be the most comfortable ways to get around.

The history of this place began back in 1913, when Fred H. Wells Jr. purchased a milk route for just $250. At the time, his assets were modest: a horse, a wagon, and milk from 15 cows. From this small enterprise grew the massive Wells Enterprises corporation, which today employs thousands of people across the country.

In 1994, the city of Le Mars officially secured its status as the “Ice Cream Capital of the World.” This happened because Wells produces more ice cream in this one location than any other company in the world. The famous Blue Bunny brand has become a true symbol of the region, and the visitor center serves as its flagship headquarters.

In 2019, the visitor center building underwent a major renovation and expansion. The modern space retained its historic charm but was updated with interactive technologies that allow guests to literally trace the journey from the farm to the waffle cone. Interestingly, the most popular flavor here remains classic vanilla, although locals often prefer the salted caramel.

For a standard visit to the visitor center, it is recommended to set aside 1 to 2 hours. This is plenty of time to leisurely explore the interactive exhibits (about 30–45 minutes), pick out some souvenirs, and, of course, enjoy a massive serving of ice cream at the parlor.

If you are planning a visit as part of a large group or want to host a small celebration here, it’s better to schedule up to 3 hours. The atmosphere of the center encourages relaxation, so there’s no need to rush — this place is designed for you to savor every moment.

The Wells Visitor Center & Ice Cream Parlor is open daily, welcoming guests throughout the week. From Monday to Saturday, the doors are open from 10:00 AM to 9:00 PM, while on Sunday there is a shorter schedule — from 12:00 PM to 6:00 PM.

Please note that hours may change on holidays. To ensure your trip goes perfectly, we recommend checking the company's official website or calling to confirm before your visit.

Visiting the “Ice Cream Capital of the World” is a great reason to explore the city's cozy streets and experience local hospitality. Right next to the visitor center, you’ll find many interesting spots, from craft breweries to history museums.

A stroll around the area will allow you to see the famous ice cream sculptures placed throughout the city and soak in the atmosphere of the typical American Midwest. Below is a list of nearby attractions worth visiting.