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Pitango Gelato.
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The 1400 block of P Street has a new resident that’s proved pretty popular with local consumers this summer—and takes the neighborhood one step farther in its process of reinvention.
In May, Pitango Gelato opened across from Whole Foods to some fanfare. As word spread, consumers began flocking to the parlor every evening; by late summer, the shop was rarely without a line after 8 p.m. The addition of Pitango cements the block’s image as a healthy, upscale place to shop, exercise and hang out.
At 8:05 on a recent evening, the line was firmly in place, with nine people waiting to give their orders and newcomers arriving steadily. Posted on a wall was a list of flavors that included gelatos like Sicilian almond, chocolate hazelnut, and crema, as well as sorbets to the tune of apricot, mojito and concord grape.
Greg Ferro and John Heikel, former P Street residents who now live in Arlington, came specifically for the ice cream. “It’s worth the drive,” said Ferro, adding that the texture was lighter than typical ice cream and felt healthier.
According to Chris Novashinski, Pitango’s manager, Ferro wasn’t far off: the gelato is created to appeal to a health-conscious crowd. He and the owner had strategized before moving in, seeking a densely populated area with high foot traffic and a clientele with disposable income.
Possibly no one is marveling at the success of the new gelato shop—and the neighborhood, by extension—as much as the Kittrell family, owners of the New Vegas Lounge. Also on the 1400 block, the lounge has been around since 1969 when the area was a magnet for prostitutes and crime. The Kittrell have watched the area become home to businesses like Starbucks and Flow Yoga, and condos that run $400,0000 and up.
Jeremy Kittrell, the lounge’s general manager, was largely positive about the block’s changes. “I would say that anytime you have a business that’s a high end establishment—and the ice cream parlor is a high end establishment—it draws more people to spend,” he said.
He noted that there had been an ice cream establishment on the block before, but it was soft serve and not particularly classy. It didn’t last long. “The marketing concept is everything,” he pointed out.
Back at Pitango, the line was 19 customers deep by 8:33. Customers may be drawn to the shop’s trendy designs and bright colors—but they might also be coming simply for some tasty ice cream. |
