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.

Interviewed by Monserrath Hernández and Rodrigo Vazquez. Born (1985) and raised in Nevada, Ace is the Senior Conference Sales Manager at Wynn and Encore. His parents immigrated from Dominican Republic and are casino dealers. Ace is a UNLV graduate with degrees in Business and in Theatre Arts. Enthusiastic support of local theatre arts, he is active with the Super Summer Theatre Advisory Board. Married to Raul Daniels.