For over 20 years, Steve has had the opportunity – and privilege – to develop the marketing communication materials for Bubbies Pickles. They are a family-owned business that understands the value of creating a brand message and staying true to that message in all forms of communication.



Rather uniquely, one of the vehicles (pun intended) that Bubbies uses to communicate the authenticity of the brand is the Bubbiemobile.  Restoring the 1953 Chevrolet Sedan Delivery Wagon has been a labor of love and a big investment for Bubbies’ owner John Gray. The finishing touches on it were just recently completed. So with every inch of it buffed to gleaming green perfection, the Bubbiemobile was ready for a test drive in the world of Classic Car shows.

So we drove to the Alameda Fairgrounds for the Goodguys 33rd All American Get-Together to visit with John and document the Bubbiemobile’s debut. Except for Petaluma’s Salute to American Graffiti, I haven’t been to any other car shows but this event was pretty amazing. Everywhere we looked, was row upon row of cars of all vintages and models. And they had all been transformed so that they are as much works of art as they are machines. I suppose that it was the quantity of restored cars that really took us by surprise. Someone said there were 4,000 cars there.

Given the huge participation, car culture seems to be going strong.  But as we were strolling among these outrageously beautiful cars, Steve raised an interesting question. Is the next generation going to have the same love of cars that baby boomers have?

For the post war generation, cars meant freedom, entertainment and romance. Even I can remember back to when “taking a Sunday drive” was a thing to do for fun. Hard to believe that just the act of driving was unique enough that it was a leisure time activity. And what about cruising like in American Graffiti; something really exciting might happen while you’re driving.

It used to be dads and their sons tinkering in the garage to soup-up or modify a car. Auto shop was taught in school so most boys had a basic understanding of the mechanics of a car.  But now, who could possibly work on their own car? Cars have so many electronics in them that it would take a degree in computer science to begin to work on one.

In 40 years from now, will people be going to a car show and looking at rows of Prius’s, Camrys and Civics restored to their original 2001 beauty? I just don’t see it happening.