By Dylan McDonough
Are you tired of eating average, everyday ice cream? Then you should go to Flavors on the Promenade, located on Bridge Street in downtown Rockford, MI. This is where freshly made ice cream is churned and rolled in front of you. This dessert is in a league of its own. You may think it is just like Cold Stone Creamery, but it is not. What they create is a personal, artisanal ice cream sundae with fresh ingredients. I had the privilege of interviewing Roger Traboulay who owns and operates this business.
Some people do not realize that the ice cream you buy at Flavors on the Promenade is a premium product, not made in a factory or simply scooped from a premade tub. The ice cream is a delicate product, hand churned in front of you with fresh products to make these unique sundaes.
The Traboulays used to live in Tampa, FL but are originally from Trinidad and Tobago. Tampa is where they learned about this intricate design of rolled ice cream. Their family worked together to open this new ice cream and crêpe destination on July 27, 2018. It took about six months to get everything ready. Roger is an engineer in a factory that makes electric batteries for cars. Gillian, Roger’s wife, used to be a flight attendant. Their daughters, Kaitlin and Paige, attend Rockford High School.
The rented space they renovated used to be “Reds on the River”. Some people wanted another bar and were disappointed that an ice cream place was moving in. Roger said that there is no place for teenagers to hang out nowadays. He grew up reading Archie comics filled with kids having fun together at the local ice cream shop. He wanted to make this possible in real life for his daughters and other teenagers in the area.
There have been many challenges along the rolled ice cream business journey. Long hours can weigh them down. They work almost every day of the week. Even though they are closed on Mondays, there is always something to do. Another major challenge is that people in West Michigan can be stuck in their ways. So far, the Traboulays have seen that New York, California, Texas and Florida are ready for rolled ice cream. But in West Michigan, some customers have said, “This is not ice cream” or “I just wanted chocolate.” It is like if you were a professional cookie
baker and someone just wanted a sugar cookie. You could create a much fancier and tastier cookie, but they only want what they know. Also, some people request so many changes to the menu item that they miss out on the real experience of a rolled ice cream sundae.
Despite the challenges, there have been many positives for the Traboulay family. It is nice to sell a quality product. There is a great joy in seeing someone enjoy a dessert you made. Roger said, “I work for smiles.” He includes people of all ages in that thought, not just kids. In fact, one of his best customers is around 90 years old.
When you get an ice cream or crêpe here, you are buying an experience. This is a great place for grandparents to take their grandkids for quality time. Roger still remembers joyful times at an ice cream shop as a kid. He keeps that memory with him while he helps everyone have a memorable time at this shop.
Even the inside of the shop is full of cheer. Gillian wanted it to be happy and bright. A high schooler designed the mural on the walls. It is a mural of landmarks in Rockford mixed with rolled ice cream. You have got to see it!
What should you get when you go there? There are so many choices. The bestselling rolled ice cream is Oreo Grande and the close second is Cookie Dough. For kids, the Unicorn Dream is the number one seller. Even big tough guys order it too. Roger’s favorites are Razzle Dazzle for rolled ice cream and his favorite dessert crêpe is Bananas Foster.
The Traboulay family defines success by if their family unit is healthy, close and happy. They do not care if they are ever super rich, but let’s support this great family. Try this new type of ice cream or crêpe. They are delicious and it is a great memory you will have forever. When you go, make sure you tell them that you heard about them through The Bugle Blast!
