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THE SODA PARLOR - END OF AN ERA

THE SODA PARLOR EAST NASHVILLE - HIGHS & LOWS & THE END OF AN ERA Thank you to everyone that has read these blog post thus far.  If this is...

THE SODA PARLOR

EAST NASHVILLE - HIGHS & LOWS & THE END OF AN ERA

Thank you to everyone that has read these blog post thus far.  If this is your first one be sure to start at the beginning.

READ FROM THE START


It took me a while to feel emotionally ready to write this final blog post about The Soda Parlor: East Nashville. Much like the first location, I want to share the highs and lows of its four-year run, from 2016 to March 3, 2020.

Ironically, as I write this, Nashville just experienced some of the worst storms since that awful morning five years ago. It’s stirred up a familiar heaviness in my chest. When something you built disappears from existence overnight, even half a decade later—it still stings if I let myself sit with it.

But before we get to that fate-filled day, I want to rewind. Because The Soda Parlor 2.0 aka East Nashville location wasn’t just bigger—it was better in so many ways. And at one point, it was truly thriving.  I hope you enjoy this final blog post about The Soda Parlor. 



The Menu

The menu got a serious glow-up at the new location. We always knew we wanted to serve hot waffle sundaes, but obviously, we had to call them Mondaes—because... “It’s a Monday”, one of Olan’s most beloved catchphrases from his YouTube classic Ghost in the Stalls.

A Mondae was our love letter to the dessert gods: a freshly baked hot Belgian waffle topped with a scoop of ice cream and just the right avalanche of toppings—warm, cold, crunchy, creamy. Absolute harmony. My personal favorite? The Mr. Maple: a fresh maple waffle smothered in Biscoff cookie butter, stacked with maple walnut blondie ice cream, whipped cream, walnuts, hot fudge, and a drizzle of maple syrup. It was unhinged. In the best way.

And then one day—because we clearly weren’t causing enough chaos—we decided to add milkshakes. But in true Parlor fashion, we couldn’t just call them milkshakes. Thus, the Moonshakes were born.

This was one of those happy accidents I really wish I had planned for during the buildout stage because wow… these things took off. Moonshakes quickly became one of our top-selling items. My personal go-to was the Twenty Stuff—a classic cookies and cream with Oreo, but the real showstopper was the Son of a Reese’s. Visually? Gorgeous. We’d do a full chocolate drip inside the cup and top it with an entire Reese’s Peanut Butter Cup stabbed dramatically onto a cocktail sword. It was art. Delicious, sugar-coma-inducing art.



The Interiors

The interiors of The Parlor evolved over time. One of my biggest regrets is that I never quite felt like my full vision for the space was fully realized. The new location was, in many ways, a beautiful blank slate—but also a massive white box that made it tough to recapture the cozy, tucked-away charm of the original.

I was always scheming ways to fix that. In fact, right before its ultimate demise, I was knee-deep in plans to give the place some much-needed finishing touches. We were going to add checkerboard wallpaper accents, warm up some of the stark walls, and bring in more texture and character. Just weeks before the tornado hit, I had even commissioned artist, Chris Tidwell, to paint a large 8-bit heart mural on the huge wall next to the merch. It was close—so close—but it never got the chance to be fully finished.

That’s also the nature of small-budget build-outs. When you don’t have millions to blow, you make magic gradually. You pick your moments, you do what you can, and you trust the vision will catch up with the budget someday. Sometimes it does. Sometimes the sky falls in first. But looking back at the photos—especially the ones snapped right after the mural was completed—I feel proud. No, it wasn’t perfect. But it was full of intention, love, and creativity. And that’s more than most commercial spaces can say.


The Merchandise

One of the most unique (and exhausting) parts of owning and operating The Soda Parlor was that it functioned as equal parts restaurant and retail. I liked to call it a hybrid retail experience—which is a fancy way of saying we were slinging both sundaes and shirts at the same time.

Not only was this a smart business move—diversifying revenue streams and all that—but it also gave me a creative foundation to start building something bigger: a brand. The second, larger version of The Parlor was where I really started to understand just how much fun I could have merging our dessert aesthetic into clothing and accessories.

One of my all-time favorite projects? The Monsters & Floats collection. It all began with a creative collaboration with the artist duo Olivia Frankenstein. I met Mark and Krystal at a local art festival, instantly fell in love with their work, and pitched them the ridiculous (and therefore perfect) idea of a Xenomorph Alien sipping a milkshake with her extra tiny mouth. Hands down, my proudest bit of art direction—years later, it still holds up.

The now-iconic Master Commander mason jar float, which became our anchor symbol. We turned the designs into enamel pins, stickers, and tees—and for a little while, you could walk into the Parlor, grab a Mondae, and walk out with a horror-themed milkshake pin.

And while at the time it all felt like just another fun extension of the Parlor’s universe, I didn’t realize I was unknowingly laying the groundwork for the next chapter. That retail experience—building a brand from scratch, designing merchandise with intention, cultivating a community around products—would quietly prepare me for the future. A future that, come 2018, was about to change everything.

August 21st, 2017 - The Totality Zone

Nashville was in the path of totality for the solar eclipse, and it became one of my absolute favorite days at The Soda Parlor.

That summer, Nashville was thriving—tourism was booming, and we were riding the wave. But on the day of the eclipse, we paused everything. We closed shop, laid in the parking lot with our crew, and watched the sky go dark while the Interstellar soundtrack played on a Bluetooth speaker. It felt like a sci-fi fever dream.

The temperature dropped. The sky turned into a 360-degree sunset. Night insects started singing. And for a moment, the world just... quieted. It’s no wonder ancient civilizations lost their minds during eclipses—it was eerie and sacred and humbling all at once.

Maybe there’s something poetic about the moon, in all her small glory, blocking out the mighty sun. A reminder that even tiny things can make a big impact (which, now that I think about it, is a pretty solid metaphor for our weird little shop).

On the business side? We crushed it. One of our brilliant employees had the idea to stock NASA-approved eclipse glasses, and our space-themed merch lineup was basically made for this moment. A bunch of nerds selling to a bunch of nerds—we were in our element, and it showed.


April 11th, 2017 - We Eloped!

After helping my little sister plan her wedding two years prior, I knew the second Olan and I got engaged that we’d be eloping. No offense to anyone who dreams of big (or small) weddings, but my life was already stressful enough. Watching my sweet, least-demanding little sister stress her way through planning what was supposed to be a joyful event pretty much sealed the deal for me. I had zero interest in tethering our relationship to the anxiety vortex that is the modern day wedding industry. We already had enough stress being business partners. 

I don’t care what Pinterest—or society—says I’m supposed to want. I knew I didn’t want that.

To me, getting married should be about, well... getting married. Just the two people making the commitment—not a guest list, not overpriced venues, and definitely not thousands of dollars worth of peonies.

And that’s exactly what we did. It was the least stressful day of my adult life.

We flew out to San Francisco, where the courthouse was gorgeous—like fairytale-level architecture. We grabbed a bouquet from Trader Joe’s. My dress was from Etsy and cost less than our hotel room. Our friend and photographer, Andrew Morton, met us there to be our witness and document the day for our parents (and, let’s be real, for ourselves too).

We got married, walked out beaming, headed back to Hotel Zeppelin, demolished one of the best sandwiches I’ve ever had at the hotel restaurant, and popped champagne for the rest of the day. We honeymooned at AutoCamp in Russian River, CA—a dreamy Airstream-meets-redwoods setup that I still think about. If you’re even considering eloping instead of doing a wedding: 10/10 would recommend.


February 24th, 2018 - The Final Space Premiere Party

Another major high was hosting the Final Space premiere party. We teamed up with our brilliant friend Jez DeWolf from the TBS marketing team, who brought in a giant inflatable Mooncake dome for screenings throughout the day. That night, The Soda Parlor turned into a galaxy-brained afterparty, complete with space-themed floats and an art installation that turned our ceiling into a Final Space cold open.

Leading up to it? Easily one of the most stressful weeks of my career. I knew this was a huge opportunity—Hollywood execs would be in attendance—and my OCD was in full force. Naturally, the universe threw everything it had at us. The night before the event, our plumbing completely backed up. To make things worse, we were already having electrical issues (shoutout to our cursed build-out electrician). We’d upgraded to more powerful waffle irons, but guess what—more power = more problems.

So there I was, up until 3AM with my heroic general manager, Violeta, elbow-deep in a grease trap trying to unclog the sewer line. At 6AM I met the plumber, who discovered the cause of the clog: tiny cocktail knives from our milkshake garnishes had been washed down the drain. Meanwhile, an electrician was running yet another line of ugly conduit to get us through the event.

By the time we were watching episodes 1 and 2 inside the Mooncake dome (three showings total), I was desperately trying not to fall asleep. There were photographers capturing people’s reactions and all I could think was: don’t you dare fall asleep during your husband’s TV show premiere. I didn’t...I think....? The weather was weirdly perfect for February. The party was a hit.

And then the sky literally fell. A freak storm rolled in right after the event ended. Despite the chaos (and zero sleep), Olan and I made it to a speakeasy after the event with his agents, the TBS team, and a few Hollywood execs and partied the rest of the night. It was surreal. We had a 4AM flight back to LA the next morning—Olan was set to appear on Conan.

We flew separately. His layover was in Chicago, mine in Houston. The turbulence was so bad, the plane banked hard and dropped out of the sky more than once. I remember thinking, this is probably bad, but I was so exhausted I fell asleep anyway. When I landed, I saw a text from Olan that said, “I love you if my plane doesn’t land.” (His plane did land.) He's not usually that sentimental, which tells you everything you need to know.

He crushed it on Conan the next day. I got to chat with Conan afterward and tell him how much he’s inspired me. It was a full-circle, fever dream moment.


Trivia Nights

Weekends at the Parlor were always slammed—we never needed much help packing the place. But weekdays? That was a different story. Enter: themed trivia nights.

These wouldn’t have been possible without our resident theater kid turned employee, David Porter. He absolutely thrived as our MC—crafting promo videos, building hype, and showing up in full costume every single time.

We covered it all: Star Wars, The Office, Parks & Rec, Supernatural, Friends, and even Game Of Thrones.  Promo image shown below - remember those cocktails knives? Not only can they garnish milkshakes, clog plumbing but make a mini replica of the Iron Throne!  Not only did these nights pull in solid midweek crowds, but they gave our team an excuse to flex creatively and get a little weird—which, let’s be real, was kind of our thing.


June 19th, 2018 - My villain origin story

By mid-2018, things at The Soda Parlor were running smoothly(well as smoothly as any small business runs). We were coming off our biggest year ever, and I finally felt like I could take a step back from day-to-day operations and (maybe) move to Los Angeles full time instead of living on a red-eye every three weeks.

Meanwhile, Star Cadet—our print shop and fulfillment side of the business—was expanding. With the launch of Final Space licensed merch and a growing client list, Olan and I, along with our business partner at the time, decided to move into a much larger space. We packed up our 2,000 sq ft printshop in East Nashville and moved into a 5,000 sq ft warehouse just up the road in Madison.

And that’s when it happened.

With everything fresh off the moving truck, completely disassembled and non-functional, our then-business partner and best friend of 6 years sent an email announcing that they,  as my lawyer advises I must say: “amicably wanted to part ways.” Very amicable. So amicable I needed therapy to recover from how amicable it all was.

Just like that, the entire Star Cadet operation was dropped into my lap. I had birds eye knowledge of how the everything actually worked. I had already been overseeing all the merchandise at the Parlor and had just release a women's line for Star Cadet.  But my plans to move to L.A. full-time? Canceled. My dreams of a less chaotic life? Also canceled. Instead, I rolled up my sleeves and crash-coursed my way through the world of screen printing, fulfillment logistics, and embroidery machines with a fresh layer of burnout.

Did I plan to run Star Cadet on top of The Soda Parlor?

Absolutely not.

But I did. And I still am.

Is it out of spite? Maybe. But hey—we use whatever fuel we’ve got.  

Hence, why the first fall collection I curated had this gem of a design. 

Art imitates life, life imitates art. 

September 14th 2019 - Bikini Bottom Meets The Soda Parlor

One of our biggest and most surreal collaborations was a Breakfast & SpongeBob event featuring none other than Tom Kenny himself. 

At the time, many of our employees were animation students from Lipscomb University, so having the voice of SpongeBob—and countless other iconic characters—at our shop was the ultimate flex. It made the daily grind feel wildly worth it.

Tom had voiced several characters on Final Space, so we’d crossed paths a few times. When Olan and I went to the L.A. premiere (a much more low-key affair), Tom ended up sitting next to me. I told him that, during our very first Christmas together, I bought Olan a SpongeBob lamp from Target—so, in a roundabout way, Tom was partially responsible for our relationship. I like to think he loved that.

Over the next year, we saw him at Comic-Con, Emmy afterparties, and other Final Space events.  At one point I half-jokingly asked if he’d ever want to do an event at our Nashville shop. And to my surprise, he actually followed up.

When he was in town, he reached out—and we made it happen. A real-life cartoon legend serving waffles at The Soda Parlor? That one still feels like a fever dream.

March 3rd, 2020 - I Hate Tornadoes

I was in Los Angeles, trying to nurse what can only be described as stage-5 burnout. I’d been running both Star Cadet and The Soda Parlor for two years at this point. At the time, we couldn’t seem to keep a general manager staffed—something my friends in the restaurant industry said was par for the course, but it was a new and exhausting problem for us.

On this particular day, I had made plans to spend time with my dear friend Zoja Falzone. Over breakfast, she looked at me and said, “I’m worried about you.” And I remember saying, “I don’t know how much longer I can keep this up.” The constant back and forth between Nashville and LA, the financial strain, the overwhelming pressure to keep two businesses afloat—while not paying myself—had pushed me to the brink. Olan had just clawed his way to secure a third season of Final Space, and I was quietly imploding.

That night, I went with Zoja to see her husband perform at an open mic. I was seven gin and tonics deep (clearly coping in a healthy way) when my phone started blowing up. Missed calls from my mother-in-law. A text: “A tornado is headed right for you!!”

I called her immediately to let her know I wasn’t in Nashville. Then I called my employee who was house/pet-sitting—he was safe, hiding in the basement with the dogs. All seemed fine... but my gut said otherwise.

In my drunken state, I ordered an Uber to get back to my place and monitor the situation. On the ride home, I pulled up the East Nashville Facebook page—and saw it. The tornado had hit Five Points. I couldn’t get the security cameras in the Parlor to load—the power was out—but someone in the neighborhood responded to my Facebook post asking for eyes on the shop. They sent a photo.

We’d been hit. 

That night became one of the most sobering experiences of my life. The news aired footage of the destruction. The top floor of our building was gone. Every window had been blown out. And I was across the country, helpless.

Olan and I booked the first flight back. I didn’t sleep. I just sat in the airport panicking because we hadn’t made our deposit that day—our assistant manager had been out of town, so it was going to be done that morning. Our weekend cash was still in the safe. We needed that for payroll. 

I kept thinking: I hate my life. 

Everything I had built—everything I had been killing myself to keep running—was just... gone.

And yet... I also felt a weird sense of relief. Because it was gone. But a part of me believed I had somehow caused it. That morning, I had said I couldn’t go on like this. That I wanted out. And then a tornado ripped through East Nashville like it had heard me. It’s one of my more narcissistic thoughts, sure—but grief makes you think wild things.

We landed in Nashville around 11AM. I went straight to the shop and had to fight with police and our landlord to even enter the space. I just wanted to grab the cash from the safe. Thankfully, it was still there. Our neighbors weren’t so lucky—many had been looted.

The damage inside was surreal. Every window shattered. Glass embedded like shrapnel into the pine slab tables I had sanded and finished by hand. Over the next few days, we tried to salvage what we could—but between the shattered glass and water damage, it was a total loss.

At one point, I nearly got arrested just trying to access our own space. The city and our landlord were... less than helpful. They told us we couldn’t remove items through the front door because of overhanging debris—yet somehow had a crane actively helping our upstairs neighbors, a high-end landscape architecture firm, move out with ease. Their solution for us? Use the back door… which was up an entire flight of stairs. It was asinine. So we ignored them.

To make things worse, we were underinsured. In my chronically overextended state, I hadn’t reassessed our liability coverage to match all of our upgrades—so the payout was a joke. We were fortunate enough to have support from the fans with a GoFundMe that helps the sting of the insurance claim. This allowed us to provide severance pay to seasonal employees through the rest of their schedule hours that month and we migrated as many employees as we could and moved them to new roles at Star Cadet but then less than a week later, COVID hit. Our insurance company used the pandemic as an excuse to deny our business interruption claim, arguing that we wouldn’t have been open anyway. So I filed a business interruption claim for COVID. They denied that too—because apparently “global pandemic” wasn’t listed in the fine print.

Needless to say our comeback was going to take a bit more time that we initially thought. 

        





The End of an Era

That six-year chapter of my life shaped me in ways I’m still unpacking. The Soda Parlor was never just a building. It was joy, burnout, heartbreak, and community—served with a side of waffles, ice cream, and soda.

And even if the walls are gone, the story still stands. I’m endlessly thankful to everyone who made the trip to experience her in all her glory.

This concludes The Soda Parlor blog series. Thank you so much for taking the time to read these ramblings. They weren’t always easy to write, but they represent such a huge part of my life—and the lives of those I was lucky enough to employ.

To my family and friends: thank you for being a constant source of support. 

To my brilliant, unwaveringly positive husband, Olan: thank you for inviting me into this endeavor, and for letting me own it with my whole heart and soul. 

- Rachel Rogers

You Will Be Okay, It's Inevitable.


Stay tuned on how The Soda Parlor continues to live on with our Mobile Dessert Factory: Mondaes! 

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12 comments on THE SODA PARLOR - END OF AN ERA
  • Melinda
    MelindaMay 16, 2025

    Gotta say, like you were hesitant to write this final blog I was hesitant to read it, thus my 2 week late entry. The loss of something so wonderful… But you conveyed so much more than just loss here. Courage, grit and passion. Thank you for being the kind of woman you are and not letting one major loss define you. Olan couldn’t have met a better match.

  • Winchris Cajayon
    Winchris CajayonMay 01, 2025

    Been a fan of Olan throughout the years from YouTube and I was glad you guys partnered up in life! When I heard he was opening up a soda parlor, my friend and I wanted to go visit and support one day since we live next to “The Mouse” (Anaheim, CA). Then we heard the tragic news and supported the gofundme page. Luckily we were able to go watch one of his stand up shows in CA back then and also have one of his legacy shirts “haiku blade” which I enjoy wearing to this day. You guys deserve the best and honestly think, you guys have the best fans since both of you radiate which such kindness and honesty. I preordered a few copies of Final Space graphic novel which is something I lowkey wanted since season one began and here we are…you guys making my little dreams come true lol. Anything you guys work on or endeavors you do, I will forever support. Thanks for everything and keep kicking ass in life!

  • Kyle Taggart
    Kyle TaggartMay 01, 2025

    I have loved this blog series so much, and it’s been fascinating, heartbreaking, and inspiring to read. I have a poster on my wall that I see and think about everyday, and I think it encompasses what this journey you and Olan have been on perfectly – “There will be people that will say you can’t make a living out of something you love to do. But are you really living by not doing it?” You both give your all to everything you do, and that is a great way to live.

  • Danielle H.
    Danielle H.May 01, 2025

    It’s clear to me that you put at least as much thought, time, care, and attention into this series as you did into the physical location itself.

    What a wild ride.

    My siblings and I discovered Olan organically through the YouTube algorithm. I remember one of my sisters telling me I had to watch these videos by one of the Balloon Shop guys ("Not right now DEREEEEK!!!). I don’t even remember which one I pulled up and watched first but I can tell you I was instantly hooked.

    I have a few legacy Olan shirts that are the kind of soft and comfortable that comes from repeatedly wearing them for years on end. Most I’ve packed away as keepsakes because I know I’ll never ever find them again. I have to say, I do miss a lot of those original designs, but change is inevitable and please know that Star Cadet gets just as much love in this house <3

    I’m hoping some day you guys will make it back out to SLC, UT. Four of my siblings and I managed to meet Olan on the SLC stop of his Eat A Slice tour back in the day. He stayed for hours after the “end” time, making sure that he met every. single. one. of the attendees. There was a point where they had to tell us to stop being so loud or the cops were going to shut it down – you could have heard a pin drop after that and there were still dozens and dozens of people in line. Such is the love we all have for you guys.

    You’re a rock star, Rachel. An absolute BAMF. My two little words on this screen seem trite in the face of everything you have survived but here they are nonetheless: thank you.

  • Logan
    LoganMay 01, 2025

    Thank you so much for this series. I’ll admit when I saw the heading “I hate tornadoes” I broke a tear. I’ve followed Olan for many years and everything that happened around this time was such a shock. I’m glad you guys were able to pull through. I pray that you guys continue to have a stellar life. Thanks again!

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