In early 1980’s Rob Guerra, used to sell Ice cream at Jones Beach State Park located on Long Island, New York. Guerra became known as “The Fudgie Wudgie man” of the beach. His uncle Antolin would frequently accompany him on the beach and would encourage Guerra to approach the State of New York and request a permit to legally sell ice cream on State Property. Guerra approached the concessions department on several occasions and was turned away. In January 2005 Rob’s uncle was diagnosed with stage 4 cancer. Rob took his uncle to the beach on a cold, rainy January day. Sitting in the heated car, they reminisced about selling ice cream 20 years earlier and how Antolin wished that Rob would’ve pursued getting a permit for the rights to vend. Three weeks later, Antolin passed away. Heartbroken, Rob made a promise as he knelt in front of his uncle’s coffin that he would do everything within his power to obtain that permit. It took seven year and in 2012 Beachside Valet was born. Since then Rob has expanded his beach services by providing in addition to blanket to blanket ice cream sales, Beach chair and umbrella rentals, kayak and bicycle rentals as well as special event productions on the sand. Beachside Valet and its affiliates continue to grow with locations in New York, Florida and Cartagena Colombia. You can watch a short video of this fascinating story at