Hassles Ice Cream, a Wildwood favorite just steps from the boardwalk, is opening a second location on the corner of 20th & New Jersey Avenue. The new location will feature a stucco and red brick exterior with beautifully landscaped flower beds, comfy seating under awnings, and – a blessing for a busy summer day – on-site parking. It will provide all the favorites of the first location: ice cream from Richman’s Ice Cream, homemade recipes for waffles, brownies, and whipped cream specially prepared by the Knoll family, who own and operate Hassles.
Hassles’ second location arrives just in time for the 40th anniversary of the original spot, which has garnered a loyal following over the years. Hassles’ second location will pride itself on the same clean, friendly, hands-on service customers frequent them for. They look forward to serving their current followers and are excited about new customers the second location will draw. You would hardly believe Hassles is 40 years old by looking at the building.
In 1985, Robert Knoll and his brother, Andy, founded the ice cream Parlor in their early 20s. Eventually, Rob bought out his brother in 2001. Customers will often ask him if Hassles is his last name. No, Hassles isn’t a family name, a pet dog, an old street, or anything sentimental like that. The story begins 42 years ago. Before it was Hassles, it was Geb’s Beach Stand with a mini golf course, Redwood Golf, out back.
With it being their first venture into the ice cream business, Rob recalled “My sisters said to me: ‘Why don’t you just call it Hassles because it has been such a hassle?” And so the name stuck. The humble ice cream spot with the quirky name will remain family-operated even as they expand to a second location. A large cast of Knolls run the place. Rob’s son, Chris, said he has seen generations of visitors come to Hassles.
“The customers my dad has been serving for 40 years, they bring their kids, and now, they bring the third generation. I love when families are coming in with their kids and grandkids for their ‘First Hassles.’”
This may have been Rob’s first foray into the world of business, but he was no stranger to it. The Knoll family began to prove themselves on the island in the 1940s. His grandmother established and operated a hotel on the island – Knoll’s Hotel – and his mother operated Knoll’s Apartments, both in Wildwood. Rob’s first job at 14 was at Surf Lunch, where he worked for Frank and Miriam Clunn at the foot of the boardwalk on Leaming Avenue (now “Wildocean surf shop” and “Surfbikes”).
“When we opened this place my grandmother was upset we didn’t call it Knoll’s Ice Cream!” Rob said.
The mini golf course, designed by Harris Miniature Golf, has remained a staple and has been upgrading year to year. It has the whole works: moving animatronics, giant animals, funky obstacles. One of the holes has a life-sized giraffe that they found through a friend and brought back to life with fiberglass restoration and a new paint job from a local artist. A successful hit on the 18th hole earns players a free sundae and another game of golf.
Rob, Mary, Matt, and Chris take pride in the work they have poured into this place.
“Matt and I grew up working here,” Chris said. “I always joked that my brother and I started here at 4 years old, pulling weeds on the golf course. We never really left, we liked it so much. It’s nice we all work together as a family even after all these years. Every decision, change or addition is discussed at the dinner table and all four of us agree together.”
The new location, “Hassles on New Jersey” at 2000 New Jersey Avenue, is targeting a June 2025 opening.
Rob, Mary, Matt, and Chris Knoll “the Hassles family” would like to send a special thanks to Rob’s mother Alice Knoll, his 11 brothers and sisters, Mary’s six brothers and sisters, 57 nieces and nephews, and past employees that have either worked here or helped throughout the years.
Hassle’s Ice Cream
430 East 20th Ave, North Wildwood
2000 New Jersey, North Wildwood
