the thing i am most proud of in this world -’route mill valley’.
late in 2021, i was approached by a colleague with an idea: let’s create a co-working, co-motoring garage that’s one part social hangout space, one part communal auto shop, one part community-building resource center. by march of 2022, we’d launched.
route was the motoring hub for marin county - catering to motorcycles, classics, hot rods and track beasts alike. one membership price got you full access to a calendar of events, resources from locals, and a full auto garage at your fingertips. with discounted services like ceramic coating, mechanic 1 on 1’s and much more - we had truly launched the pop up of the summer.
i ran point on everything customer-facing. this involved building the entire brand from scratch (website, social, events, design). with some extremely sneaky and well-planned marketing tactics early on, route was officially in the green by month 2 of opening.
quickly we were approaching 50 members in a space renovated entirely by us, with an idea nobody has capitalized on - and creating a community around it.
despite landlord issues forcing us to close in october of ‘22. the business was an absolute success due to the cleverness of our four minds coming together to build something we had only dreamt of.
i highly encourage you to check out the video recap.
