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Meet Tarah Herning of Monterey St. Market and Three on the Tree Retro Rentals

Today we’d like to introduce you to Tarah Herning.

Tarah, please share your story with us. How did you get to where you are today?
Our businesses and ideas behind them started after drinking a good deal of wine. Like all good ideas, right? My boyfriend’s mother owned a deli in town and we were thinking of adding a food truck to the fleet so she could sell her sandwiches at public events. At the time I was a Kindergarten teacher and was helping them with our local Farmer’s Market on Thursday nights. We found this adorable 1950 Metro Van for sale in Laguna Beach and we were hooked!

Fast forward a year, we acquired three trucks and started a company called Three on the Tree Retro Rentals. My goal is to elevate parties with vintage trucks that provide bar services and lots of styles! I have always loved vintage trucks so starting a company with them felt right. We, about 8 months later, merged with the deli and now call it Monterey St. Market. In just about 13 months we had both businesses up and running! Not for the faint of heart but with enough energy and passion anything is possible!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It has not! Running two small businesses takes a ton of energy, time & sacrifice. There are lots of highs and lows when starting out but it’s so worth it in the end! One piece of advice that was given to me that has carried me through lots of long days was give yourself grace. Acknowledge that every day you are doing the best you can and let that be enough. I am the type of person that will give all I have till I burn out and that’s not sustainable long term. This year has been a big learning experience for me and I am learning to slow down, give myself more grace and enjoy every minute of it!

We’d love to hear more about your business.
Our rental company, Three on the Tree Retro Rentals is known for our unique retro trucks & style- which sets us apart from other mobile beverage companies! We partner with an amazing bartending company called Copper & Crystal, and together, we’ve been known to help throw one hell of a party!

Our sister company, Monterey St. Market, is known for our incredible, homemade food, beer, and wine offerings! We’ve started hosting community events such as makers markets, art nights, comedy nights, creative classes and lots of live music! We’re really feeling the love from our community and can’t wait to see how these companies grow!

I’m most proud of the way our team has worked together to create two unique businesses that offer a lot of fun & excitement for our community!

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
-My partners- Colin, Gary and Sue Nichols!

-My family & friends who have been incredible cheerleaders, supporters, therapists and more! Some of them gave advice as fellow business owners and some gave love and an ear to listen to!

-The local SLO community of business owners and fellow wedding vendors who welcomed us to the industry and offered nothing but love, advice and support! Especially Christina Joslin of Copper & Crystal and Erin Mazzei of Gusto on the Go! These two heard my wild pitch and helped me bring the dream to life!

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