Sinning in LA

As luck would have it, the 2010 Nesquik Cupcake Challenge was held this year at the Renaissance Hollywood Hotel just after an event promoting the new Alice in Wonderland film. But as visitors followed a path around a long, winding staircase, through a couple of hallways, they found another rabbit hole. This one featured dancers in Mardi Gras masks, warm cups of tea and bubbling flutes of champagne, and cupcakes of every variety. Though none had the words “EAT ME” inscribed on it, with each curious bite, it was clear that something different was happening in this room.

Here’s the way the Cupcake Challenge works. You’re given a ballot at the door, with a long list of bakeries and the numbers and names of each variety of cupcake. After tasting each, you vote on your favorite traditional, original, and overall candidates. Try not to go completely mad on sugar along the way, and make sure you reach each table.

It certainly sounds easy, but you could easily tell who the seasoned veterans were. They were carrying plastic Tupperware containers to take some of the creations home with them. And this sweet Wonderland is growing each year. “We’ve sold out each of the last three years,” said Dan Silberstein of Drink:Eat:Play, who put on the event. “We’ve also increased our capacity, from 300, to 500, to now 650 this year.”

The winner in the Best Traditional category was the Red Velvet cupcake from Big Man Bakes. “I think you can tell by the glistening appearance that this one is the moist real deal,” said Chip Brown, the big man himself. “We also have a carrot variety, which was my first creation, even before med school.” There’s certainly something topsy turvy about a giant man who bakes cupcakes and possesses a medical school degree, but that’s for another time. “We have a shop in the Old Bank District,” he said. “We’re open from Monday through Saturday and closed on Sunday because the big man has to get some sleep.”

I wondered what happened to the winner of the competition. Was it like a victor on Iron Chef, where their restaurant went on to fame and fortune as their cuisine reigned supreme? “The winner gets obviously plenty of publicity,” said Silberstein.

They also get the opportunity to be the exclusive dessert vendor at our 20,000-person LA BBQ Festival.  The past two years, the winners have sold more than 2000 cupcakes.

One of the bakeries even had a sinful side, and it paid off for them. Two Parts Sugar, from Orange County, had a naughty and nice theme to their entries. Their Chocolate Covered Strawberry cupcake came in third overall and third in the Best Original category. “The naughty one is a chocolate covered strawberry, and rightfully so,” said owner Monica Serratos. “The nice one is a vanilla throwback to Rainbow Chip frosting, which I grew up on. But we made it adult-friendly.”

She mentioned that they were working with Jo De La Rosa from the Real Housewives of Orange County, and I asked Silberstein if dancing girls or famous names were the future of the competition. “I think the majority are short on staff, especially after a long night and day at the bakery. Some will continue with nice table spreads, but I don’t think the added staff will be a trend.”

Of course, there were a few contenders that were noticeably absent. Sprinkles and Magnolia were nowhere to be found among the Cheshire Cat grins and the tea-drinking Hatters. “We invite everyone and they’ve never decided to participate,” said Silberstein.  “My best guess is that they have nothing to gain.  They certainly don’t need the publicity and if they win, they’re supposed to win.  If they lose, it’s a little of the David v. Goliath scenario and they may lose a little face.  I doubt Budweiser will enter too many taste offs vs. craft beers, either.”

And that’s the best part of the journey. The discovery of the unknown. The winner of the Best Original category was the Breakfast Cake, from My Delight Cupcaker. A buttermilk-based pancake, with bacon bits and buttercream frosting, this was something that you’re not going to see at your average bakery.

So now all of the ballots have been counted, the results have been tallied, and the bakers have left this year’s party to return to their businesses. But we won’t soon forget the adventures that happened on one winter afternoon, just beyond the glittery tinsel of Hollywood Boulevard.

We’re all a little mad here, and it might just be from the cupcakes.

Best Traditional
1st Place:  Big Man Bakes “Red Velvet”
2nd Place:  Blue Cupcake “Sweet and Salty Vanilla”
3rd Place:  Southern Girl Desserts “Red Velvet”

Best Original
1st Place:  My Delight Cupcaker “Breakfast Cake”
2nd Place:  Jus Minis “Caramel Banana”
3rd Place:  Two Parts Sugar “Chocolate Covered Strawberry”

Best Overall
1st Place:  Jus Minis “Caramel Banana”
2nd Place:  My Delight Cupcaker “Breakfast Cake”
3rd Place:  Two Parts Sugar “Chocolate Covered Strawberry”