Ashley Hall was born April 3, 1943 in Caliente, Nevada. After high school, he worked for the Union Pacific Railroad at the Nevada Test Site as a cashier and as a signalman. He later attended Brigham Young University and the University of Nevada, Reno. After college, Hall served the City of Las Vegas in significant ways. Notably, as City Manager he was instrumental in the initial development of Summerlin, Nevada. Though he has retired from local politics, he remains active as the President of the Old Spanish Trail Association and as the U.S. Army Reserve Ambassador.
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The website for Freed’s Bakery happily displays the headline: Baking Sweet Memories Since 1959. Today the third generation of Frieds (correct spelling of the family surname) is hard at work creating incredible wedding cakes, cookies, and delightful desserts for the Las Vegas valley. For this oral history interview, Joni Fried, her daughter Sarah Fried, and nephew Max Jacobson-Fried sit to share stories of working in the family business started by Joni’s parents Milton and Esther Fried. Joni has handed the reins over to the third generation who invest their delicious souls into maintaining this Las Vegas tradition. Their tales range from childhood memories of holidays baking and cleaning to their personal favorite desserts. They also explain the impact on their business as early adapters of computer technologies and social media marketing. In October 2017, Freed’s Bakery landed a TV show, Vegas Cakes, on the Food Network.
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