By Mandy Holmes
Photo by Claudia Johnstone
Chelsea and Trevor Martin are the duo behind a sweet operation that can best be described as an online gourmet gifting company specializing in personalized (and edible) gifts for any occasion.
The story of Noms Bake Shop (www.getnoms.com) doesn’t begin with any formal culinary training. Instead, the family business, helmed by Chelsea and Trevor, is made up of diverse backgrounds ranging from computer programming to finance and education.
“What led us here was an entrepreneurial drive and a passion for bringing something unique to a – sometimes literally – stale market,” Chelsea says.
Noticing that gift baskets lacked imagination and fueled by a desire to build something meaningful, Noms was born. Trevor’s father is credited with the original recipes, but the menu has expanded to offer additional and seasonal flavors.
Building a brand with their family motivates the Martins to continue to create something that senders can feel great about gifting and that the recipient will enjoy unboxing down to the last crumb.
“The fact that just five years ago, this company was just a conversation at the breakfast table and now it’s a fully operational business that makes customers around the nation feel good about gift-giving is mind-blowing,” Chelsea says.
What started out in a home kitchen baking cookies for local farmers markets is now an operation with 15,000 square feet of commercial space and an oven that cranks out 500 sweet treats at a time.
Although cookies are not something new to the gifting industry, Noms sets the bar high with their quality, convenience (order from home and it’s delivered for you), and stylized delivery.
“We believe premium cookies should be showcased in a premium gift box,” Trevor says. “Whether it’s a classic box with a magnetic closure or a deluxe wooden box with a cigar-style top, our giftboxes can be customized with corporate branding or personal messaging that makes the recipient feel special.”
Trevor’s favorite cookie is the Chocolate Crinkle, a brownie-like chocolate cookie coated in powdered sugar, while Chelsea opts for the Pumpkin Pie Shortbread cookie this time of year. Even gluten-free and vegan customers have options, and Noms has partnered with Phoenix Children’s Hospital to provide cookies to the families and friends of patients.
By Alison Bailin Batz
Photo by Claudia Johnstone
In 2001, Jason Adler was a newly enlisted member of the U.S. Air Force in the midst of basic training in Texas.
“But it wasn’t the regime that exhausted me back then. It was my newfound love: Scottsdale,” Adler says. Almost every weekend, he drove 15 hours to visit his sister, who was attending Arizona State University.
Within a year, he put in for a transfer to a local base, where he could serve in a reserve capacity while starting a life here.
“I wet my feet in hospitality at the Hyatt in Scottsdale,” says Adler, who worked assorted industry jobs and in homebuilding over the next several years.
By 2008, however, both industries were freefalling due to the recession. One of the only bright spots was the then-impending opening of the W Scottsdale hotel.
“I took a barback job to get my foot in the door,” Adler says. “It was my turning point.”
Adler would soon serve as the resort’s bar manager before being tapped by parent company Spellbound Entertainment Group to open Maya Day + Nightclub in 2013. He then helped open The Dakota, The District and Aloft Scottsdale for the brand over the next two years, earning the role of Spellbound’s director of operations in 2015.
“Our vision is to produce experiential entertainment options in Old Town while earning the area a reputation of being a viable, nationally recognized entertainment district,” Adler says.
This month, Adler will reinvent Maya Day Club as Clubhouse at Maya, outfitting the space with yard games, flat-screen TVs and cozy seating – not to mention a new menu – to welcome fall and winter crowds.
“We beta-tested this vision last year, and now we are ready to officially unleash it,” Adler says of this permanent fall/winter version of Maya (the pool will come back in the summer). Upcoming plans include themed nights, pop-up events, holiday parties, and movie and TV-themed events now through February.
By year’s end, Spellbound will also complete the renovation of Shade, the W’s swanky lounge. Facelifts to other spaces will follow.
“In coming months, we’ll also break ground on The Edition, a new boutique Scottsdale hotel off Camelback and 73rd Street, and Marquee, commercial office space nearby,” says Adler, who is already eyeing another boutique hotel for the area and preparing to expand the brand into Houston over the next two years.