It may be a small town of just over 8,000 people but, "Saint Joe's like a best kept secret that's no longer a secret. Its been discovered," says Kilwin's owner, Janet Dykstra.
The secret's out and St. Joseph experienced one of their busiest summers ever.
"It was strong and consistent counts all summer long," says Brian Smith, director of the Welcome Center.
And local businesses like Kilwin's reaped the benefits.
"We had solid days everyday. Monday through Sunday and then starting again on Monday," says Dykstra.
Since they sell ice cream, Dykstra says their success depends largely on the weather. "If you have a cold, wet summer, your sales are going to be down, but this year was exceptional because it started March already. I would think the other stores should have had the same success stories to tell."
She's right, just ask the owner of The Candlestick Maker.
"In some months we more than doubled what we did last year so we're pretty happy with it," says Judi Benninghoff.
This is her store's second summer at St. Joe. "We hope we keep going, every year gets better."
Early warm weather played a big part in the big crowds that visited this town.
"It was an early season with the little bit of heat wave. We had some folks that were here starting in May," says Smith.
Not only did it warm up fast, but the summer remained warm and dry.
"It was a long, hot summer, it was fantastic for beach traffic," says Smith.
The beach was packed this year. Berrien County Parks director Brian Bailey said the biggest increase was in out-of-towners. Saint Joe's Silver Beach saw a 23% jump in attendance from the beginning of May to August compared to 2011 and that broke an all-time attendance record.
"I think they're starting to realize, wow we really have a gem here," says Dykstra.
A not-so-hidden gem, that's causing more and more people to discover Saint Joseph.
