Faces of NTx Connect: Molly Schad

By Brett O’Daniell

“We needed a bubble.”

That’s how longtime New Town resident and entrepreneur Molly Schad describes the reason her family moved to New Town back in 2009. What started as a search for a stronger sense of community eventually led to one of the area’s most recognizable small businesses — Molly O’s Sno Cones — and now, a new role helping local businesses grow through NTx Connect.

Most people throughout New Town know Molly as “Molly O,” the friendly face in the snow cone kiosk at the amphitheater. But behind the window is a much deeper story rooted in entrepreneurship, family, and community connection.

Molly and her family originally moved to New Town while searching for a more connected environment for their son Harry, who is on the autism spectrum.

“We wanted to make sure he grew up with everybody knowing who he was — all of his quirks,” Molly said. “We wanted him to be able to walk to the barber shop, the market, and really feel part of a community.”

That vision immediately clicked when they discovered New Town. “We had seen communities like this in other states,” she said. “But we didn’t want to leave Missouri. We just needed to cross the river.”

Not long after moving in, Molly’s entrepreneurial spirit took over. Inspired by neighbors who had opened a snow cone business in Manchester, Molly and her family launched Molly O’s Tropical Sno near New Town Boulevard in 2010.

The business started small — a simple snow cone stand — but quickly evolved. During colder months, they introduced homemade chili and soups to help keep the business moving year-round. Eventually, after years on a waiting list, they were approved for one of New Town’s iconic kiosks in 2015.

That opportunity became transformational. “The kiosk setup is honestly incredible,” Molly said. “There are concerts, festivals, farmers markets, and events happening constantly. As a small business owner, to simply open your window and have that kind of foot traffic in front of you is such a blessing.”

Like many small businesses, Molly O’s faced uncertainty during the COVID-19 pandemic. Catering business disappeared almost overnight. But unexpectedly, the snow cone side of the business exploded.

“Everybody was outside walking around and reconnecting with the community,” Molly said. “That part really took off.”

As food costs later increased, the business adapted again, eventually evolving into Molly O’s Sno Cones & Sno Tinis.

For Molly, adaptability has always been part of being an entrepreneur. “I’m an entrepreneur by heart,” she said. That entrepreneurial mindset extends far beyond snow cones.

A few years ago, Molly helped launch another business called Harry O Graphs alongside her son Harry. The company combines greeting cards, children’s books, and animation — all created by Harry himself.

Harry writes and illustrates the books, but what makes them especially unique is the technology integrated into each one. Readers can scan a QR code inside the book to watch a fully animated short film Harry created independently. “He’s done 100% of the animation himself,” Molly said proudly.

The stories have become a true family and community effort. Local narrators have contributed voiceovers, while local musicians have even helped create background music for the animated films.

That same community-centered mentality is what eventually led Molly to join the NTx Connect team earlier this year as a Relationship Manager focused on local advertising partnerships.

Her role centers on helping businesses connect with the growing North St. Charles audience through the NTx Connect magazine, digital billboards, website placements, and other advertising opportunities.

But for Molly, the work goes beyond selling ads. “My goal is to make sure advertising isn’t just building your business,” she said. “It’s truly connected to the community.”

That perspective comes naturally for someone who has spent years building a business in the heart of New Town. She understands firsthand how important consistency, visibility, and community engagement are for small business owners — especially during major events.

“Be open during the events,” Molly laughed. “And be properly staffed.”

She also encourages businesses to fully embrace local marketing opportunities and remain visible within the community year-round. “Facebook is free — use it,” she said. “Marketing matters.”

Beyond her businesses and work with NTx Connect, Molly is also deeply involved in community events. One of her favorite projects is Chalk the Walk, an annual New Town event she has helped organize for nearly a decade.

This year’s theme will celebrate the Route 66 Centennial, and Molly is already brainstorming ways to make the event bigger than ever.

Like many residents who choose New Town, the Schads didn’t just move into a neighborhood — they have become deeply woven into the fabric of the community.

And after more than 15 years, it’s hard to imagine New Town without Molly O’s Sno Cones, Molly’s entrepreneurial spirit, and her familiar smile greeting neighbors by name — or perhaps even by their dog’s name first.

“I probably know more pets’ names than people’s names,” Molly joked.

In New Town, that somehow feels perfectly fitting.