Iconic Valley ice cream shop scoops up Tempe location

A popular Valley ice creamery is about to take over an iconic Tempe property. Next spring, Novel Ice Cream will open in the historic bungalow and adobe houses where the New American restaurant House of Tricks served diners for 34 years.

Novel will open its window-service ice cream parlor on Seventh Street between Forest and Myrtle avenues. Taking over the storied location of House of Tricks, which shuttered in 2022, was a “no-brainer,” says Shawn Allard, the owner of Novel Ice Cream. “We just found such a perfect space,” he adds.

Since its 2017 debut Novel has become one of the most popular ice cream shops in the Valley. Today the ice creamery serves scoops from quirky, tiny shops on Grand Avenue near downtown Phoenix and in a hidden alley packed with small businesses in Mesa. Its ice cream truck, sporting a swirly wrap of bubble-gum pink and neon yellow, is unmissable when it pulls up around town.

Customers line up to order at Novel’s window bars for cones, scoops and a unique twist on an ice cream sandwich called the Doughnut Melt. Slices of glazed doughnut replace cookies in this treat. Assembled with an ice cream scoop of your choice, the sandwich is pressed so that the doughnut is warm and gooey on the outside.

What to expect in Tempe

In Tempe, Novel will continue its walk-up window ordering format. The team will refresh the patio around the bungalow, adding more seating and lighting. The rest of the building will be used for office space. 

Allard, an Arizona State University grad, reached out to the city of Tempe, sharing his interest in opening a location along Mill Avenue. 

“Over the years, it felt like Mill Ave. or just Tempe in general was really under-served,” he says. “There wasn’t really anything from a dessert perspective that got me super excited to be down there. I felt like it was just ripe for us to go in there.”

The city pointed him to the House of Tricks property, Allard says. Though he never dined at the restaurant, Allard knows diners adored House of Tricks and the historic property.

“That sold me on saving that building and just finding a way to bring use to it,” he says.

Novel joins a chorus of locals who are setting up cafes, restaurants and bars in Tempe’s evolving downtown district.

“It’s about time that good concepts are coming out and getting a footprint down there,” Allard says. “It’s cool to be a part of that growth.” 

Novel grows across the Valley

With this latest announcement, Novel has three new ice cream parlors in the works around the Valley. 

In November, Novel will open a shop for students at Grand Canyon University’s campus in the Joshua South building on Colter Street near 29th Avenue. The ice cream shop is also the first official tenant of the forthcoming downtown Peoria food and shopping hall, Jefferson House, which is expected to open in June 2026. The Novel Ice Cream truck is heading to bigger events in 2026, too, including the WM Phoenix Open.

Local and national accolades have made this expansion possible, Allard says. Fun, kid-friendly flavors, like the Muppet-blue Cookie Monster, and the decadently adult Bourbon Toffee Caramel Crunch helped Novel earn a 2024 Phoenix New Times award for Best Ice Cream. The creamery is also among our top 12 shops in the Valley. In May, Yelp named Novel the country’s top spot for doughnuts. Novel then bagged the title of No. 1 ice cream shop in the U.S. from Yelp in July.

“It’s all full speed ahead,” Allard says.

Novel Ice Cream

Now open: 
1028 Grand Ave #6
40 N. Macdonald #2, Mesa

Coming Soon:
3300 W. Camelback Road
113 E. Seventh St., Tempe
8308 W. Jefferson Street, Peoria