That Time We Bought a Pizza Shop

Sol and Erica wondering if they made a huge mistake

Sol Lipman, a successful tech entrepreneur known for ventures like 12seconds.tv and DRIVR, made an unexpected pivot from Silicon Valley to Santa Cruz’s downtown pizza scene. Alongside his wife Erica, Sol purchased Pleasure Pizza Downtown with a mission to reconnect with community in a tangible, day-to-day way.

Rather than simply oversee operations, the Lipmans immersed themselves in the business—learning how to mop floors, make dough, and master the art of pizza-making from the former owner. They’ve since revamped the shop with thoughtful updates, like launching Downtown Slice Delivery, where customers can scan a QR code and have a single slice delivered anywhere downtown. They’ve also introduced vegan and gluten-free options to meet evolving dietary preferences.

But this shift is about more than pizza—it’s about people. Sol and Erica involve their five children in weekend shifts, serving $3 slices to kids 13 and under, building an environment that’s welcoming and family-friendly. They’ve even invited local artists to showcase their work on the restaurant’s walls, reinforcing their commitment to community creativity.

For Sol Lipman, the pizza shop isn’t a step back from entrepreneurship—it’s a return to purpose, and a chance to build something lasting right at the heart of Santa Cruz.