Lines of ice cream fans are about to form on the far east side. Sorry, Not Sorry Creamery is set to debut a new shop at 2390 E. Serene Ave., just west of the Henderson line, with a grand-opening celebration scheduled for noon on Saturday, May 9. The Las Vegas-born creamery is loading that first day with giveaways: the first 10 customers will receive free ice cream for a year, the first 20 will get a branded zip-up, and the first 100 will score a free single-scoop cone with toppings. Management says organizers will also run raffles, hand out branded merchandise, and award prize TVs and gift cards as part of the launch. The Serene outpost will be the brand's fifth location in the Las Vegas Valley and follows the chain's recent Southern California expansion.
As reported by the Las Vegas Review-Journal, co-founder Drew Belcher said the company plans to open the Serene Avenue location at noon on May 9 and confirmed that the giveaways are part of the launch plan. The Review-Journal also noted that the shop sits in the Eastern Beltway shopping center just south of the 215 and near the Henderson border.
Opening Day Giveaways and Extras
The brand's official locations page already lists the Serene address as "Coming Soon," and the company highlights its dense, high-butterfat recipes and rotating seasonal menu on the same site. Sorry, Not Sorry Creamery advertises a roster of 16 classic flavors alongside four seasonal selections that rotate through the year. That menu strategy, together with giveaways and buy-one-get-one offers at past launches, helps explain the buzz around the new shop.
From Flamingo to Belmont Shore
The shop's growth has been rapid. The first Sorry, Not Sorry opened on West Flamingo Road in March 2022, and the brand has since added downtown, Henderson's Inspirada, and Centennial Hills locations. The chain's push beyond Nevada accelerated this spring with a Belmont Shore opening in Long Beach, which the Long Beach Post covered on April 29, 2026, and the company also operates a Cerritos location in Southern California. Local food outlet Eater Vegas has tracked the chain's steady rollout across the valley.
How Locals Should Prepare
If you are planning to line up, expect a crowd. The chain's past grand openings have featured long lines and early-bird prizes, from free scoops to yearlong perks for a handful of customers. iHeart documented similar promotions at earlier openings, and local permit filings tracked by What Now Las Vegas show the project moving forward at the Eastern Beltway site. Arrive early if you want to be among the first 100, and watch the creamery's channels for any last-minute changes to hours or giveaways.
