Miami’s markets lack the familiar energy of those in The Netherlands. When Dries lived in Amsterdam, he visited Linden Market weekly, where neighbors gathered for fresh produce and Dutch specialties. To bring this atmosphere to Miami, he launched Connect Miami Beach to revitalize vacant storefronts and increase access to retail and food options. He engaged with local politicians, entrepreneurs, Business Improvement Districts (BIDs), landlords, and real estate agents, initially exploring partnerships with the City of Miami Beach, which offers a three-month pop-up permit.

When Dries engaged with BID Executive Directors, he learned that property owners leave storefronts vacant while waiting for long-term tenants or benefit from tax deductions. There is no incentive to offer retail space below market value, and high demand favors large retail chains.

As a response, he developed a new strategy: stroopwafels! Stroopwafels bring people together—they are large, shareable, fun to eat, and create opportunities to gather. Connect Miami Beach transformed into Dutch Boys Wafels, staying true to the goal of creating economic opportunities and engaging diverse communities.

Over the last six months, Dries tested Dutch Boys Wafels at various pop-ups. The first event at Surfside Farmer’s Market was disappointing, – many attendees were health-conscious or kept kosher.

To better understand Miami’s diverse communities, I decided to vend in Overtown, Dadeland, Little River, and North Beach, where I received positive feedback.

Although the initial attempt was unsuccessful, Dries continued making stroopwafels and networking. While earning his master’s degree in The Netherlands, he also took a stroopwafel course. When he returned to Miami, he applied to Smorgasburg Miami, one of the largest outdoor food markets in the U.S. and launched on February 1st.

To gauge interest, Dries posted on Nextdoor, asking neighbors what types of businesses they wanted in vacant storefronts. His posts received nearly 100 comments each, confirming that residents want more places to eat, socialize, and play. Due to the uncertainty of securing a physical location, he focused on selling an experience through Dutch Boys Wafels.

Networking was the only way to find retail space, so Dries approached BIDs and City Commissioners. While some were interested, landlords remained unwilling to offer temporary leases at lower rates.

Dries sent messages to real estate firms but struggled to find an appropriate space. The closest he got was a pop-up on 41st Street, but they refused his offer due to late notice. A persistent problem was determining property ownership and how to contact landlords.

Dries drafted proposals for City officials, landlords, and business owners, but none received third-party support. A major issue was the lack of commitment from local businesses. While working with Alexander Suma on climate start-ups, the idea to sell stroopwafels at markets emerged. Dries realized the product was perfect for improving social relations and economic opportunities.

Dries continues contacting business owners and community members to uncover opportunities to activate vacant storefronts. His placement at Smorgasburg Miami allows him to interact with more individuals and explore potential locations.

At this point, Dries has not found a location for Connect Miami Beach. Dutch Boys Wafels will operate every weekend, and if allowed, the micro-grant will help scale the company. Dries believes stroopwafels can create new opportunities to improve Miami Beach and its surrounding communities.

About Dries Darrow

Dries is a self-proclaimed Beach Boy, born and raised in Miami. He was awarded a Knight Emerging City Champion for his project Connect Miami Beach. The proposal was to fill vacant storefronts with local businesses to increase economic opportunities and access to resources for residents. He thought it was unsensible to leave storefronts vacant in a city like Miami where property is expensive, and quality stores are few and far between. Of course, there are large retail chains that take up the majority of retail business. He was under the impression that because rental properties are prohibitively expensive, local businesses are not encouraged to open on Miami Beach.  

Follow Dries on social media @dutchboyswafels.
Visit Dutch Bows Wafels website to learn more.