At 21 degrees Fahrenheit, Frost Ice Bar was probably not much of a popular drinking destination this long, cold winter, and the frozen bar is now rebranding a bit, reports Boston Restaurant Talk. It will henceforth be known as Frost Ice Loft, and it will soon include a warm event space that fits 150 people.
"Time to lose the stigma of just being a 'bar' & building a new warm event space, so loft is more fitting!" the chilly venue posted on Twitter in response to an inquiry about its new name and logo. In addition, Frost made a couple other changes to make the space more welcoming. The cover charge, which includes the usage of a parka and gloves, dropped from $19 to $12 (and $12 to $6 for children), and the 45-minute time limit is gone, so you can now drink and freeze for as long as you'd like.