Los Angeles, CA -- It doesn't snow much in places like Los Angeles or Phoenix but that isn't stopping a snowmaking magician from making cold hard cash.

Until last year, Adam Williams was a magician whose big trick was making it snow in every theater where he performed.

Now, Williams is stretching out his talents by setting up snow storms in the shopping malls of sunny cities like Dallas, Phoenix and L.A.

Each snow storm lasts about five minutes and generates enough snow to fill a small theater. Although the storms cause a flurry of activity from spectators, Williams says the snow melts before it touches the ground so there's no chance of making snowballs.

Williams' has six snow installations set up around the country this year but he figures the concept is so perfect for warm weather winter cities that his name will soon become synonymous with Jack Frost.

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