Street Fizz brings customizable nonalcoholic drinks to Grand Traverse County
Street Fizz opened with $7 custom dirty sodas, betting Grand Traverse County’s summer traffic wants a playful nonalcoholic option.
A new beverage trailer is banking on Grand Traverse County’s summer crowds to embrace a sweeter kind of social drink. Street Fizz has been open for about three weeks, selling customizable nonalcoholic drinks built from flavored syrups, soda, cream and other mix-ins, with 24-ounce cups starting at $7.
Owner Wendy Trombley said the idea came to her from social media in December, then spent months at home building her own recipes before opening. The menu leans into the trendiness of the format, with hip hop-inspired names such as Slim Shady, Salt and Dr. Pepa and Gangsta's Paradise, but the bigger pitch is flexibility: customers can choose from signature drinks or tailor their own, and they can start with either soda or energy drink bases.
That customization is aimed at a wide slice of the market, especially families, drivers, teens and adults who want a festive option without alcohol. The timing also fits the way local business is built around visitor traffic. Grand Traverse County’s population was estimated at 96,729 on July 1, 2025, up from 95,238 in the 2020 Census, and tourists spent about $630.8 million here in 2023, according to Pure Michigan data. The county’s tourism spending has climbed steadily from $493.2 million in 2021 to $583.8 million in 2022, underscoring how much summer traffic matters to local shops.
Street Fizz is also positioning itself as an event business, not just a roadside stop. Trombley plans to keep the trailer parked in one location for much of the summer, but it can also be rented for special events, giving the business a second revenue stream when weddings, festivals and private gatherings fill the calendar. The website says Street Fizz serves all of Michigan and lists business hours of Monday through Friday from 9 a.m. to 8 p.m., Saturday from 10 a.m. to 9 p.m. and Sunday from 11 a.m. to 7 p.m. The trailer can also be reached at 231-357-3500 or streetfizzdirtysoda@gmail.com.
The bet is that dirty soda is more than a novelty. The drink style started in Utah and spread with help from social media and chains like Swig, the 63-unit concept based in Lehi, Utah, where creamy add-ins such as milk, half-and-half or coconut cream turned a simple soda into a customizable treat. In Northwest Michigan, where 14.2 million visitors came in 2023 and Traverse City Tourism tracks foot traffic, lodging patterns and visitor behavior with tools such as STAR Report, AirDNA and Placer.ai, Street Fizz is trying to catch a market that keeps growing more seasonal, more experience-driven and more open to alcohol-free choices.
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