A half-block east of Las Vegas Blvd. and a half-block north of the Stratosphere, on Oakey, sits a little shack with a drive-up window that’s served the creamiest, silkiest, sweetest frozen concoction this side of Margaritaville since 1973. Luv-It Frozen Custard has been in the same location, and in the hands of the same family, ever since.
Custard is a variation of ice cream. It has an egg base, so it contains less sugar and milk fat and no ice crystals. Less air is whipped in, so it’s richer and melts more slowly.
Luv-It's custard, which is a perennial winner of "Best Ice Cream" honors in the Las Vegas Review-Journal's popularity poll (six annual awards), is prepared fresh daily from secret family recipes that date back more than 30 years. There are 20 flavors, everything from malt creme and Swiss almond to coconut and pumpkin; lemon is the local fave. Everything is made fresh daily, with vanilla and chocolate and at least two additional flavors available every day; check the Web site (luvitfrozencustard.com) for the selection.
Also on the Web site, you'll find a long list of rave reviews in local and national publications about Luv-It's custard, including bits about its long history, custard production, and personal testimonials.
Luv-It's custard is a bit pricey, perhaps 20%-30% more expensive than regular ice cream, but it's well worth it. Luv-It also serves 20 different sundaes, plus malts, shakes, and floats. The custard is also served in cones, cups, and hard-packed pints, quarts, and half-gallons; the signature menu items include Luv Sticks (frozen custard bars on a stick, available in all flavors) and chocolate-covered frozen bananas.
The hours are 1-10 pm Tuesday-Thursday and till 11 pm on Fridays and Saturdays.
