Even rock stars will chill over ice cream

Of all the sights, sounds and smells I encountered last weekend at the Bonnaroo Music & Arts Festival in Manchester, Tenn., the most interesting was something I stumbled across in the off-limits artists area.

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Granted entry to participate in an all-media batting competition (this is not a metaphor), I was surprised to discover, parked in the middle of the grassy enclave, an ice cream truck and a man happily dispensing frozen confections to the assembled rock stars.

Now, I've hit enough back stages to understand that there's a certain level of pampering that goes on in the music industry.

Limo rides and catering trays are long-established currency, and perks such as free clothing, equipment and other accoutrements for better living are commonplace, but this was the first time I had run into freezer pops.

It turns out that Ice Cream Man, whose name is actually Matt Allen, is something of a festival favorite, bringing Otter Pops and a wholly original business model to event sites across the country.

Here's the deal: Ice Cream Man runs a Web site featuring reviews and festival photos, and liberally stickers his truck, which he fondly refers to as Bessie. In return, operating capital - and ice cream - comes in by way of donations and advertisings. It is, if you'll excuse the pun, a pretty sweet deal.

What's more, the artists seem to love it. According to the Ice Cream Man Web site, more than 2,500 treats were dispensed over the course of the four-day Bonnaroo festival. Granted, I did see a photographer from Paste magazine chowing down on a Julie's Organic, but subtract that and there are still 2,499 unaccounted for.

If I had to venture a guess, I would imagine that the secret to the Ice Cream Man's success is simplicity. Everyone is equal under ice cream, treated with the same sticky sweetness. All that is needed is access to the artists' encampment - sometimes difficult - and a willingness to suck down a cold one - always easy.

What's interesting is, the Ice Cream Man doesn't seem concerned with riches. Instead, the rewards he reaps are more abstract and perhaps more substantial.

After all, who can put a price tag on the smile that spreads across a dour rocker's face when presented with a cold fudge pop and warm wishes.

I hope to return to Bonnaroo in the future. It's a fantastic festival.

When I do, I hope to spend some quality time with the fast-frozen entrepreneur they call Ice Cream Man. I feel certain he has a Nutty Buddy with my name on it.

Reach Steven Uhles at (706) 823-3626 or steven.uhles@augustachronicle.com.