Planning Board gives Pete's Sweets green light
Date: 1/24/2013
By Chris Maza
chrism@thereminder.comEAST LONGMEADOW — The Planning Board granted a waiver of site plan for Pete's Sweets, the venture undertaken by local celebrity Peter Gray.
Gray proposed the use of retail space at Gelato Buono at 32 Shaker Road, through which he would sell baked goods, candies and beverages.
Gray, who has operated Pete's Sweets in one capacity or another since conducting a school project in fourth grade, recently took part in the filming of the third season of TLC's "The Next Great Baker. Gray said he "had fun with that show, but was recently kicked off."
Despite not winning the contest, which would have resulted in a prize of $100,000, a feature in Redbook Magazine, and a chance to work with "Cake Boss" Buddy Valastro at Carlo's Bakery, Gray explained to the Planning Board that his involvement in the show led to the opportunity to open a brick and mortar business in East Longmeadow.
"What brought about this whole thing was being on the radio for the television show. I was talking and happened to mention jokingly that I wanted a backer for my business," he said. "[Gelato Buono owners] Doug and Gloria [Bender] came to my rescue and offered me their space in the offseason. It works out great because my season is their off-season and vice versa."
Doug Bender explained to the board that he currently runs Gelato Buono, which previously has bought baked goods to sell.
"For Peter, instead of selling them under the Gelato Buono name, we thought it would be better for him to sell them under his name, developed a track record, and then he can go forward and begin his own business" Bender said.
Bender added that even when Gelato Buono was in operation, it would continue to sell Gray's baked goods.
"It's a perfect blending for our businesses because our business is definitely seasonal and Pete has a season for Thanksgiving, Christmas, New Year's, Valentine's Day and Easter, so it's a perfect match," he said.
The space would be used solely for retail, Gray explained.
"There's no ovens there, so obviously my baking is done off-site," he said. "I do it at Nina's Cookies in Feeding Hills. It is kind of a trip to do that every once in a while, but I pick up cookies from them because being just one person, it's very difficult to do all of that stuff, being the front of the house, the back of the house and marketing and promoting my business."
Planning Director Robyn Macdonald said there shouldn't be any issues or need for a special permit because no baking would be done on-site.
Planning Board Chair George Kingston asked if Pete's Sweets would be solely a take-out business and Gray confirmed that it would not be an eat-in establishment.
