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Baked Ice Skate Shop Is An Extended Family

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By JULIA FERRANTE, The Tampa Tribune

Published: October 8, 2007

TRINITY - The vibrant 'leap frog green' walls, neatly lined rows of skateboards and bookshelves adorned with metal plumbing were all part of Chris Cusanelli's design.

The 20-year-old skate shop owner and his family partners wanted to bring a little bit of New York City to Florida when they opened Baked Ice Skate Shop in Trinity Village Center in August. A grand opening of the town center was Saturday.

'It's a clean, boutique-style shop, not just a skate shop but an extended family,' Cusanelli said. 'If you talk to skaters, they have a different bond.'

Cusanelli, his brother, Mike, and sister, Tiffany, 13, dreamed of opening a skate shop while they were growing up in Long Island, he said.

Chris Cusanelli has traveled to skating events throughout the country with his family since he was 9 years old, hoping to make a hobby a career.

After the terrorist attacks of Sept. 11, 2001, Cusanelli's dad, Joe, decided to make his children's dream a reality, he said.

A New York City detective, Joe Cusanelli was involved in the search-and-rescue efforts after the event, which forever changed his outlook on life.

'After 9/11, I kind of regrouped my thoughts toward my kids,' he said. 'After 9/11, you put things in perspective.'

The Cusanellis sold their house in Long Island and bought a house and storefront in Trinity. Mom Myra and the couple's children live in Trinity. Joe travels back and forth from New York.

'We know a lot of people in the industry,' Joe Cusanelli said. 'We wanted to make it very family friendly. Most skate shops, a parent walks in and says, 'Ugh!' We wanted it to be children oriented.'

Chris Cusanelli chose the bright green paint for the walls in the store, and he and Mike picked out the bookshelves from Wal-Mart. They installed curved metal drain pipes from Home Depot as decoration.

'We threw in some lights for a more boutique look at night,' Chris Cusanelli said.

The whole family is part of the business, although Chris is in charge. He has been building a clientele ranging in age from toddlers to 'old school' skaters in their 50s and 60s with a range of custom-made and manufactured boards, clothing and accessories, including some items with the Baked Ice logo.

Business gets more brisk in the afternoon when the 'lurkers' - or regulars - stop by to peruse the collection or check on local events.

As part of a focus on customer service, Baked Ice is building a team of skaters and offering lessons. Some parents come in looking for boards for their children, hoping they will engage in the sport, Chris Cusanelli said.

'From 2000 to 2005, skateboarding has blown up to a point where they want to put it in the Olympics,' he said.

'Every parent wants to get their son or daughter a board for Christmas. It's a different kind of sport. There are no rules. It's an outlet. Skateboarding is better than hanging out on the streets. You could make it a career. It's crazy what a piece of wood and some skates can do,' he said.

The Duck Slough Boulevard and State Road 54 location helps the business capitalize on growing, younger communities living in Trinity and nearby, he said.

The village center includes restaurants, specialty and sporting shops and a bank. Chris Cusanelli hopes to open additional stores - eventually - without losing the customer focus.

'They customers come in and love the vibe of the shop, with the meet and greet,' he said.

'I'm looking into opening a second store. Not a franchise but 110 percent customer service.'

Reporter Julia Ferrante can be reached at (813) 948-4220 or jferrante@tampatrib.com.

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