About this project
The Pedal Parlor ice cream tricycle is an extension of Morgan St Theater, a dessert pop-up specializing in ice cream and its infinite possibilities. Just a year and a half ago strangers gathered in my home dining room to experience an ice cream adventure. Morgan St Theater evolved from the desire to be around peers again, be they friends or neighbors. In a way to build community, or at the very least, bring people together in a meaningful way. Finding inspiration in a creative theme and seasonal flavors, I develop exciting desserts served with engaging stories and thoughtfully create a space for new culinary and social experiences.
"Part mad-scientiest, part poet-sage, Goodman and his concoctions are a force of nature, Morgan St Theater is not to be missed!" - Nathaniel S.
"The winter dessert tasting was one of the most delightful dining experiences I've ever had in Portland. It was one of those 'only in Portland' things that you can't wait to tell everyone about. The flavor combinations were surprisingly delicious, and the hosts and company were warm and welcoming. I'll definitely be back." - Karen G.
"A wonderfully unique and delicious experience!" - Faye
A Reimagined Sundae
It is easy to make something that's sweet. It is the challenge to create something balanced - sweet and salty, spicy and sour - that inspires the ice cream and sorbets I create each month. From the beginning, I set out to "revolutionize the ice cream sundae." I intend to make it smaller in size, yet richer in flavor and texture. When everything is made FROM SCRATCH and utilizing the best of local farms and food artisans - my ice creams and sorbet, sauces and crumbles - the final product served to you, is of the highest quality.
The Pedal Parlor will bring Morgan St Theater's delectable ice cream treats to a wider audience, concocting seasonally-inspired and thoughtfully composed ice cream sundaes for all to enjoy. The tricycle will increase visibility of Morgan St Theater, both as a pop-up dessert club and dessert caterer. And like a mobile ice cream social, the Pedal Parlor will facilitate strong relations with local business and community members, as well as improve my ability to cater both large and small, public and private events.
Raising $9,000 will allow for the purchase of an ice cream tricycle customized to the meet the demands of daily sales and private catering. Along with an attractive trike, your generosity will enable the purchase of a small, commercial (read faster and more efficient) ice cream machine.
The tricycle, complete with logo, customizations, umbrella plus some basic marketing materials will cost $3,000. The ice cream machine costs $6,000 (and that's cheap for a commercial machine!) The growth of the business already demands that I rent a commercial kitchen, now it is time to increase the speed at which I can maker larger batches of ice cream.
Your contribution will enable Morgan St Theater to grow from an ephemeral dessert experience to a regular stop in the neighborhood.
"The desserts totally exceeded my expectations! You put so much thought into each dish, the love comes through for sure." - Ariel
"Jared, your work is amazing. The creativity is unbelievable. I love what you do. I hope to see and these delicious desserts again!" - Leslie
Thank you for your support, encouragement and enthusiasm! The journey thus far has been exhilarating and I can't wait to see what happens next. I am so excited to bring my ice cream treats to the streets of Portland and beyond!
Risks and challenges
There are numerous obstacles to starting a business and in a city like Portland, pursuing a food venture is extra difficult. I think the main challenge is developing and sustaining a profitable business, and of course, spreading the word to increase and maintain solid sales.
Fortunately, the word of mouth strategy has worked very well for Morgan St Theater and I can use this momentum to promote the Pedal Parlor. Before I even ride the trike down the street, I can publicize my whereabouts to hundreds of fans and followers - from an extensive mailing list to Facebook and Twitter. I also bring strong relationships with neighborhood businesses, community organizations and local chefs to help spread the word and use collaboration as a marketing tool.
Throughout this process I have gained valuable insight from business-minded colleagues, chefs and small business owners. As I connect with more professionals in the food industry, I gain mentors and future collaborators. This year I am also enrolling in a business 101 class to deepen my understanding of how to run a successful business. With the strong and steady growth I have developed for Morgan St Theater, I am confident that I can take this step with the knowledge and skills I have at hand.Learn about accountability on Kickstarter
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