Shop the Bay Giveaway

Entry forms available at most businesses, Need to be 18 to enter

Prize Baskets are on display at 509 E. Silver Spring Drive

Love Local

WINNER: Jim Peterson – entered at Winkies Toys and Variety Store

Basket valued at $1,878.25

Enter to win between Nov 20th – Nov 26th
Winner will be announced November 27th

9 Rounds – 1 Week Unlimited Membership
Breadsmith – Bread for a Year
City Market – Original Granola, Coffee Mug with $5 Promo Card, T-Shirt
Eleata Salon – Manicure
Ellenbecker Investments – Jewelry Cloth
Fitness Together – 1 week 1-1 Personal Training, Water Bottle and Ball
Floatlife – Float/Massage Combo
Gerhard’s Kitchen & Bath – Kohler Shower Head
Highbrow Waxing – 60min Dermaplane Facial + 2 Haven+Blythe scrubs
Home Care Assistance – $100 VISA Gift Card
Moxie Food + Drink – $25 Gift Certificate
New Options – Aveda Hand & Foot Relief Lotion and OPI Nail Polish
Pure Barre – 1 month unlimited membership
RedCap Luggage & Gifts – Paris Jump Bag
Roman Candle Pizza – $25 Gift Card
Sendik’s – $25 Gift Card
Stone Creek – 2 Free Latte Cards
SwipeWorks – $25 VISA Gift Card
The Bay – Bottle of Wine
The Great Frame Up – $50 Gift Card
Thiet Jewelers – Jewelry Cloth and Jewel Clean
uBreakiFix – $50 Gift Card
Wagner Pediatric Dentistry – Toothbrush and Toothpaste
Whitefish Bay Farmers’ Market Tote
Yellow Wood – Yeti 36 oz. Growler

Date Night

WINNER: Sarah Fetterley

Basket valued at $1,320.25

Enter to win between Nov 27th – Dec 3rd
Winner will be announced December 4th

Breadsmith – Bread for a Year
City Market – Power Oats, Bottle of Wine with $5 Promo Card
Elements Massage – $50 Gift Card and Peppermint Essential Oil
Ellenbecker Investments – Jewelry Cloth
Fitness Together – 1 week 1-1 Personal Training, Water Bottle and Ball
Floatlife – Float/Massage Combo
Indulge Salon and Skin – Oribe Travel Set
Moxie Food + Drink – $25 Gift Certificate
Navy Knot – $25 Gift Card, Christmas Tie
New Options – CZ Diamond Earring and 20% of first service with Shelah
Pure Barre – 1 month unlimited membership
Roman Candle Pizza – $25 Gift Card
Schwanke-Kasten Jewelers – St. Christopher Necklace
Sendik’s – $25 Gift Card
Stone Creek – 2 Free Latte Cards
SwipeWorks – $25 VISA Gift Card
The Bay – Bottle of Wine
The Great Frame Up $50 Gift Card
Thiet Jewelers – Jewelry Cloth and Jewel Clean
uBreakiFix – $50 Gift Card
Winkie’s Toys & Variety Store – The Game Speak Out
Whitefish Bay Farmers’ Market Tote
Yellow Wood – Yeti 36 oz. Growler

Family Fun

WINNER: Jenny Clements – entered at Winkies Hallmark & Gifts

Basket valued at $1,317.20

Enter to win between Dec 4th – Dec 10th
Winner will be announced December 11th

Breadsmith – Bread for a Year
City Market – Power Oats, Coffee Mug with $5 Promo Card
Ellenbecker Investments – Jewelry Cloth
Eric’s Bike Shop – $100 Gift Card
Fitness Together – 1 week 1-1 Personal Training, Water Bottle and Ball
Floatlife – Float/Massage Combo
Great Clips – Gift Card with 5 Cuts On It
Just Kidding Kids Cuts – Hair Cut Gift Card
Keller Williams Realty/Maureen Stalle – $100 Apple Gift Card
Mathnasium – $500 Membership including Initial Investment Fees
Moxie Food + Drink – $25 Gift Certificate
Navy Knot – Long Sleeve Vineyard Vines Holiday T-Shirt (unisex)
New Options – Bad Hair Day Cap and 20% off first services with Shelah
Pure Barre – 1 Month Unlimited Membership
Roman Candle Pizza – $25 Gift Card
Sendik’s – $25 Gift Card
Stone Creek – 2 Free Latte Cards
SwipeWorks – $25 VISA Gift Card
The Bay – Bottle of Wine
The Great Frame Up – $50 Gift Card
Thiet Jewelers – Jewelry Cloth and Jewel Clean
uBreakiFix – $50 Gift Card
Wagner Pediatric Dentistry – Toothbrush and Toothpaste
Whitefish Bay Farmers’ Market Tote
Winkie’s Hallmark & Gifts – Oliver the Ornament
Yellow Wood – Yeti 36 oz. Growler

Welcome Home

WINNER: Nadine Couto – entered at Penzeys Spices

Basket valued at $1,412.25

Enter to win between Dec 11th – Dec 17th
Winner will be announced December 18th

9 Rounds – 1 Month Unlimited Membership
Breadsmith – Bread for a Year
City Market – Original Granola, Coffee Mug with $5 Promo Card
Ellenbecker Investments – Jewelry Cloth
Enliven – $100 Gift Card and Specialty Skin Care Products
Fitness Together – 1 week 1-1 Personal Training, Water Bottle and Ball
Floatlife – Float/Massage Combo
Fringe Interior Design – $100 Gift Card
Hounds Around Town – Everything for you Dog!
Moxie Food + Drink – $25 Gift Certificate
New Options – Hair Spray/Shampoo/Condition and 20% of first service with Shelah
Pure Barre – 1 Month Unlimited Membership
Roman Candle Pizza – $25 Gift Card
Sendik’s – $25 Gift Card
Stone Creek – 2 Free Latte Cards
SwipeWorks – $25 VISA Gift Card
The Bay – Bottle of Wine
The Great Frame Up $50 Gift Card
Thiet Jewelers – Jewelry Cloth and Jewel Clean
Three Wishes – WFB Decorative Candle and a Mariposa Tray
uBreakiFix – $50 Gift Card
Winkie’s Toys & Variety Store – Aaron Rogers Panoramic Puzzle
Whitefish Bay Farmers’ Market Tote
Yellow Wood – Yeti 36 oz. Growler

Merchant Events

Apr
19
Thu
UWM Print Making Club on display at Enliven
Apr 19 – May 31 all-day

Please help us welcome the UWM Print Making Club! To celebrate, their Salon and Spa inspired prints will be gracing our hallways until the end of May. Stop in and see their pieces at our Opening Event, Thursday, April 19th at 7pm.

May
7
Mon
Great Frame up of Whitefish Bay – MONTHLY Photo Contest
May 7 – Jun 5 all-day

Our Monthly Photo Contest is a fun, casual and FREE contest on our Facebook page.  Each month we collect photo entries to post on Facebook and our fans vote for their favorite simply by “Liking” the photo.  At the end of the month the photograph with the most Likes wins!  We then make a 5”x7” print of the winning photo and we custom frame the image for our winner.  It’s that easy!  We want to have some fun with our fans and what better way than a free photo contest?  Let’s have some photo fun!

How to enter:
Email the following to whitefishbay@thegreatframeup.com

Digital Image
Brief description or title for the image
Name
Address
Phone Number

Once your image is uploaded into our contest album on our Facebook page all that’s left to do is start voting.  Be sure to tag your photograph and share with your friends to help get “Likes” and improve your chances to win.

The winner each month will be ineligible to enter the contest for three months following the month of their win after which they are welcome to participate in the contest again.

Good luck to our participants!

See past winners below:

Dec 2016 copy small     Jan 2017 copy small
 December – Mary Bronek                                           January – Kari Bouressa

 

Brand march 17 small      

March – Kathy Brand                                               April – Laura Slade

 

May – Michael Batson Jr.

 

Jun
4
Mon
Great Frame up of Whitefish Bay – MONTHLY Photo Contest
Jun 4 – Jul 3 all-day

Our Monthly Photo Contest is a fun, casual and FREE contest on our Facebook page.  Each month we collect photo entries to post on Facebook and our fans vote for their favorite simply by “Liking” the photo.  At the end of the month the photograph with the most Likes wins!  We then make a 5”x7” print of the winning photo and we custom frame the image for our winner.  It’s that easy!  We want to have some fun with our fans and what better way than a free photo contest?  Let’s have some photo fun!

How to enter:
Email the following to whitefishbay@thegreatframeup.com

Digital Image
Brief description or title for the image
Name
Address
Phone Number

Once your image is uploaded into our contest album on our Facebook page all that’s left to do is start voting.  Be sure to tag your photograph and share with your friends to help get “Likes” and improve your chances to win.

The winner each month will be ineligible to enter the contest for three months following the month of their win after which they are welcome to participate in the contest again.

Good luck to our participants!

See past winners below:

Dec 2016 copy small     Jan 2017 copy small
 December – Mary Bronek                                           January – Kari Bouressa

 

Brand march 17 small      

March – Kathy Brand                                               April – Laura Slade

 

May – Michael Batson Jr.

 

Jun
8
Fri
jordipher creative Adult Couples Dance Night
Jun 8 @ 7:30 pm – 9:00 pm
Jun
9
Sat
Take a Hike: An Intro to Life on the Trail from Yellow Wood
Jun 9 @ 10:00 am – 7:00 pm

Whether you’re new to trekking or wanting to sharpen your skills, this educational day of workshops will be sure to bring your wealth of knowledge to the next level.

Sessions to be announced soon!
***Got an idea? Let us know what you want to learn and we’ll book an expert to share his/her knowledge with you at our event.

At the conclusion of each session, our experts will be available for one-on-one discussions to share experiences and answer your questions.

Yellow Wood hosts: Take a Hike: An Intro to Life on the Trail
Jun 9 @ 10:00 am – 7:00 pm

Whether you’re new to trekking or wanting to sharpen your skills, this educational day of workshops will be sure to bring your wealth of knowledge to the next level.

Sessions to be announced soon!
***Got an idea? Let us know what you want to learn and we’ll book an expert to share his/her knowledge with you at our event.

At the conclusion of each session, our experts will be available for one-on-one discussions to share experiences and answer your questions.

Jun
10
Sun
Yellow Wood Divergences: Machu Picchu
Jun 10 – Jun 18 all-day

Yellow Wood Divergences | Machu Picchu

Hi Adventurers! Our trip to Machu Picchu is confirmed! Below, you’ll find our itinerary. Join us on April 12 for an information session and to meet our trip coordinator / land provider, Daniel Nash of Satori Adventures and Expeditions.

June 10:  USA -Lima-Cuzco

June 11: Arrive in Cusco, Peru, elevation 10,000 feet and transfer to the hotel.  After you settle in, relax at the hotel or take a tour of the ruins around the city. Before dinner we will have a welcome briefing and gear check to make sure everyone is prepared for our adventure. That evening we will have a guided walk through Cusco on the way to dinner and enjoy the evening lights and energy of this amazing city.

June 12: Sacred Valley Tour: Today we will load our tour bus and head out for the day. Our local tour guide will tell us about the sacred valley along the way. We will spend the day exploring the towns, markets and ruins scattered about the valley. This is a very colorful way to start to learn about the history and local culture of the Incas and Peruvian lifestyle.

June 13: Cuzco – Mollepata – Soraypampa

The Salkantay Trek starts with the transfer from your hotel in Cusco and starts at 0500 hours by bus and drive to Mollepata (only town in Salkantay Trek) approximately 2.5 hour drive.   After breakfast the trek starts by ascending towards Cruzpata (3,200 meters) along a slight climb.  Sayllapata is a great place for lunch and after lunch we depart around 2:00 p.m in the direction to Soraypampa.  This part of the trek allows us to see the little settlements, flora, wild birds and spectacular views of the Humantay snow peak (5,902 meters).  This part of the trek takes about 4 hours.  Notice this is the only cold camp site of the Salkantay trek.

June 14: SORAYPAMPA – ABRA SALKANTAY 4,650 meters- ANDENES

On this day we will trek over a 15,000 foot mountain pass, which is the highest point of our journey.  After an early start we hike up the Rio Blanco Valley.  At the pass we stop to take in the views of the snow-capped peaks of the Valcabamba Range in every direction, with the south face of the Salkantay towering above us.    Afterwards we will enjoy a hot lunch and then descent down to our camp at 12,600 feet.  Hiking time 4–6 hours, with a total excursion time of 5-7 hours.  The hiking level on this day is moderate to challenging. Horseback support available for anyone who needs assistance.

June 15: ANDENES – SANTA TERESA OR HOT SPRING

Following our long day we enjoy a leisurely breakfast. We then begin our hike downhill above the Salkantay River.  Hiking time 3-4 hours. Hiking level moderate

June 16: HOT SPRING- HIDROELECTRICA – AGUAS CALIENTES

After breakfast, we start our Salkantay hike early, around 0600 hours.  On this day we will start a difficult section of hiking, which will consist of 3-5 hours of hard hiking as the trail takes us to the summit of Llactapata, an Inca site, that gives us the opportunity to see Machu Picchu.  A switch-back trail takes us down to the river bank for lunch.

June 17: AGUAS CALIENTES – MACHUPICCHU – CUZCO

On this day we wake up at around 0430 hours and take the bus to Machu Picchu.  Once there, we have a tranquil morning exploring in Machu Pichu with our guide.  After your guide shows you around, you can purchase a ticket for Huayna Picchu and climb to the top to experience a spectacular view of all of Machu Picchu, the valleys and mountains that surrounds it, visit the temple of the moon, or the fabulous Inca Bridge. In the afternoon, we meet in the town of Aguas Calientes from where we take the train back to Cusco. Where finally our Salkantay hike ends.

June 18: CUZCO – FLY LIMA – HOME

This morning provides us with a hot breakfast and last minute shopping in Cusco. We will then prepare to catch our flight home in the late morning or afternoon.

Jul
2
Mon
Great Frame up of Whitefish Bay – MONTHLY Photo Contest
Jul 2 – Jul 31 all-day

Our Monthly Photo Contest is a fun, casual and FREE contest on our Facebook page.  Each month we collect photo entries to post on Facebook and our fans vote for their favorite simply by “Liking” the photo.  At the end of the month the photograph with the most Likes wins!  We then make a 5”x7” print of the winning photo and we custom frame the image for our winner.  It’s that easy!  We want to have some fun with our fans and what better way than a free photo contest?  Let’s have some photo fun!

How to enter:
Email the following to whitefishbay@thegreatframeup.com

Digital Image
Brief description or title for the image
Name
Address
Phone Number

Once your image is uploaded into our contest album on our Facebook page all that’s left to do is start voting.  Be sure to tag your photograph and share with your friends to help get “Likes” and improve your chances to win.

The winner each month will be ineligible to enter the contest for three months following the month of their win after which they are welcome to participate in the contest again.

Good luck to our participants!

See past winners below:

Dec 2016 copy small     Jan 2017 copy small
 December – Mary Bronek                                           January – Kari Bouressa

 

Brand march 17 small      

March – Kathy Brand                                               April – Laura Slade

 

May – Michael Batson Jr.

 

Jul
14
Sat
Prison yoga Project Teacher Training by Empower Yoga
Jul 14 @ 12:00 pm – Jul 15 @ 7:00 pm

Prison Yoga Project, in collaboration with Empower Yoga and Give Back Yoga Foundation, is offering a special training for yoga teachers and committed yoga practitioners interested in working with at-risk populations, including the incarcerated.

James Fox, Founder, and Director of Prison Yoga Project will lead the training drawing on his experience of improving mental and behavioral health and teaching life skills through yoga and mindfulness meditation – based on fifteen years of experience teaching at San Quentin and other jails and prisons.

The weekend training is intended for anyone interested in bringing yoga to underserved or traumatized populations and will include:

* PYP’s evidence-based, mindfulness infused approach to adapting yoga for those impacted by trauma, including the incarcerated.
* An in-depth orientation for teaching yoga in the unique socio-cultural environment of prisons.
* A thorough investigation of the practical application of yoga for emotional and psychological issues.
* Strategies for establishing yoga programs in detention centers and rehabilitation facilities.
* Instruction in specific asana, pranayama and meditation practices that have been proven effective with prisoners.
* The role yoga and mindfulness play in support of restorative justice principles and practices.

Schedule:

Saturday, July 14, 2018: 12:00pm – 7:30pm
Sunday, July 15, 2018: 12:00pm – 7:30pm

Fee:

$345

A limited number of partial scholarships are available; contact kaysie@prisonyoga.org for an application. Also, ask about personal crowdfunding.

Local Contact:

Ashley McConnell
empoweryogamilwaukee.com
amcconnell01@outlook.com
920-385-3021

Jul
20
Fri
Side Walk Sale-A-Bration 2018
Jul 20 – Jul 21 all-day

Mark your calendar  for another fun Side Walk Sale-A-Bration.  Details to follow!!!!

We Are Whitefish Bay

Whitefish Bay is a contemporary community with a unique and friendly shopping and entertainment district with shops that provide great customer service with genuine, specialized personal care. Our exclusive retailers and distinctive establishments offer an array of special products and services that are unavailable in conventional shopping experiences. Learn more about our community in Local Links.

 

The mission of the Merchants of Whitefish Bay is to champion the Whitefish Bay Business Improvement District as an exceptional place to shop, live, and conduct business – for individuals, families, and visitors.

Volunteer Board of Directors

A board of business and property owners and residents manages and operates the BID, representing over 100 business and property owners within the district.

  • Jeff Commer, President – Swipeworks
  • Bryan Schauland, Treasurer – Johnson Bank
  • Phil Aiello – Resident/Mandel Group
  • Ted Balistreri – Sendik’s Food Market
  • Jessica Forston – Fringe Interior Design
  • Jamie Lynn Fritsch – Enliven
  • Kevin Schuk – Breadsmith
  • Marty Stilling – Resident/Yellow Wood
  • Sherry Yusuf – American Family Insurance

The Village

Whitefish Bay, located on the shore of Lake Michigan approximately 7 miles north of Milwaukee, Wisconsin, is an impressive community which has been recognized multiple times by Money Magazine as one of the top 100 small towns in America.

A small pedestrian-friendly commercial district along Silver Spring Drive and its variety of independently owned shops contribute to making Whitefish Bay one of the Best Places to Live, a factor that the business improvement district is very proud of. Attractive streets lined with old trees and stately homes, waterside parks and beaches, and annual events are additional aspects that have Whitefish Bay touted as the kind of community that affluent professionals love.

In addition to our location on Lake Michigan, proximity to downtown Milwaukee, easy access to transportation, and convenient local shopping, residents also describe the strong sense of community, safe environment, excellent schools and local government service and a diverse and attractive housing stock as reasons for making Whitefish Bay their home.

Follow the links below to learn more about our community and visit us on Silver Spring Drive soon to experience exceptional shopping in an impressive community!

Reach Out

Find a Merchant

MerchantBusinessAddressPhoneWeb Link
MerchantBusinessAddressPhoneWeb Link

Local History

Formation of the Village of Whitefish Bay

The children of the earliest settlers of the area—like the Consauls, Markerts, Everts, Rabes and Grams—had to walk several miles to Town of Milwaukee Schools. As the population grew, parents petitioned the Town of Milwaukee Board for a new school closer to the area – but to no avail. George A. Rogers who published a weekly newspaper, The Whitefish Bay Pioneer, began a campaign for a village charter so that a new school district could be established. He received enthusiastic support and after several meetings a decision was made to incorporate the community as a village.

The first step was to prove that the 300-people required by state law lived within the limits of the proposed village. Henry Scheife was given the job of making the official census. was to prove that the 300 people required by state law lived within the proposed limits. Henry Scheife made an initial census, but came up short. The boundaries were extended—hence the jog in the southern boundary of Whitefish Bay. Scheife’s count completed in March 1892, showed 70 houses and 312 people. A petition accompanied by the census was submitted to Judge Johnson who on May 10, 1892 signed the order bringing the village of Whitefish Bay into existence. Officials were elected on June 5th of that year.

One of the first orders of business for the first Village president, Fred Isenring, was to appoint a school committee. The Committee prevailed upon the owners of the triangle now bounded by Idlewild, Fleetwood and Marlborough to donate the tract for a new school house.

While the new school was constructed, Whitefish Bay kids had classes in the Jefferson Park pavilion on the site of the present Henry Clay School until it got too cold for comfort. Then school adjourned to the Scheife grocery store, located where Winkies now stands.

The new school building was completed in late spring and dedicated on June 23, 1893. Mrs. Alice Curtis, the first teacher, received the princely sum of $60 a year (while Nicholas Rix, the janitor, was paid $75).

Photograph believed taken in 1893, of the Fleetwood School—Whitefish Bay’s first school, its faculty, and students.
This residence on East Beaumont was formerly located in what is now Schoolhouse Park and served as the first Whitefish Bay Village Hall.

Some interesting facts about the Village’s early history:

  • Peeved at Whitefish Bay’s secession, the Town of Milwaukee tried to compel village residents to continue to pay the town poll tax for work on the town roads. The village board countered by instructing constables George Rodd and Henry Scheife to arrest and punish any town officer trying to enforce the poll tax.
  • The liquor license fee was set at $500 for three years. The first one was issued to WFB President Fred Isenring who also doubled as the lessee of the Whitefish Bay Resort. Fred got his license at a reduced rate because his bar was open only during the summer.
  • Fred Isenring later became sheriff of Milwaukee County. During his tenure, he was charged with absconding $20,000 (a princely sum for the time), but disappeared before he was arrested—never to be seen again.

After the new school was constructed, the Village Board met in the second-floor assembly room at the school until a building for the first village hall was acquired in 1903.

Henry Clay/Whitefish Bay Middle School

Tragedy hit the Fleetwood Whitefish Bay school in 1918—the building caught fire and quickly was lost. Some say that a flying ember from the near-by rail tracks was responsible—others disputed that source. In any case, the Village had a dilemma. It had to find an almost immediate replacement.

Land was available on the Port Washington and Whitefish Bay Road, now known as Henry Clay Street, on the site of the former Jefferson Park pavilion. Plans were immediately drawn up and construction commenced. It was initially occupied in 1919.

The Henry Clay School was a grade school, although that changed starting in 1930, when Shorewood notified the Village that it would no longer accept students from the Village. Whitefish Bay again had to find an immediate solution. One wing of the Henry Clay school was devoted for Whitefish Bay high school kids. They continued there until the new high school building was available for occupancy in 1932.

An eight-room addition was added in to the Henry Clay School in 1951. It remained largely that way until 1980, when it was closed and converted into a community center.

In the 1980s, the Whitefish Bay school board began investigating the advantages of creating a middle school format and ultimately decided to proceed. The Henry Clay School was converted into a middle school and opened in August 1989. A new gym was added at that time. In 1991 the stage of the old gym was converted into two classrooms and a classroom was added to the basement level.

A 1994 Village referendum to add classrooms and other space to eliminate overcrowding was defeated; consideration is given to moving 8th graders to the high school. The following year the school board revised the expansion plans and hired a public relations firm to assist in passage of a referendum to add classrooms and other space. The referendum passed narrowly (2980 for/2898 against). With the passage of the resolution, the additions proceeded. The school was re-named the Whitefish Bay Middle School.

The community and its residents have worked to create and support a strong school system that has generated great results. At the same time, a number of exemplary private schools have also flourished in the Village.

Why was the school initially named for Henry Clay?

  • The new school was built on the Port Washington and Whitefish Bay Road—which would have been an awkward name for a school. There were other schools named for Washington in the Milwaukee area. As a result, the Village looked for a unique name.
  • Henry Clay lived from 1777 to 1852 and invented the phrase “a self-made man,” which he applied to himself. Born in Lexington, Kentucky, he rose from rags to riches, becoming one of the most powerful and influential politicians of his day.
  • Clay was a state legislator, a senator, Speaker of the House, Secretary of State, a founder of the Whig party and even ran for president. He is perhaps best known as “The Great Compromiser” for his role in designing the Compromise of 1850, which tackled the ever-expanding issue of slavery between the North and South.
  • While Clay had no real connection to Wisconsin, he apparently was a statesman who was well-respected and whom would set ideals for the school.
  • Following the naming of the school, the street’s name was eventually changed to Henry Clay Street.
Henry Clay Middle School built in 1918-19. The photograph was taken about 1930. The school had a number of additions over the years and no longer looks the same, but the underlying original structure is still there. Credit Mimi Bird Historical Collection of the WFB Historical Society

Whitefish Bay Commercial Districts

Lewis Scheife’s grocery store was located on Silver Spring Drive. In this 1892 picture, Henry Scheife is on the wagon and his brother Lewis is standing. The one-story addition served as a school room until the Village’s first school building was constructed. It was also used as a meeting place for Village officials. Henry Scheife was assigned the task of making the official census upon which the incorporation of the Village was based.

As non-farm residential neighborhoods were developed in Whitefish Bay, retail businesses soon followed. In the days before transportation allowed residents to move about easily, shops and services needed to be close at hand to meet the needs of the rapidly growing community. Two distinct shopping districts formed in the Village—one centered on East Silver Spring, and another one on Henry Clay Street. Both had grocery stores, gasoline stations, hardware stores, banks and other commercial enterprises.

Since the first real estate development activity in the Village occurred at the end of the rail line, it is no surprise that the earliest Whitefish Bay businesses also started there. It is believed that the first grocery store to serve the area was that of Lewis Sheife, built in 1892 on land leased from the railroad. It was located approximately where Winkies exists today. The Chicago and Northwestern Railway tracks ran just to the west of the building. Sheife also served as postmaster. The train would stop regularly to drop off and pick up mail bags.

Other retail stores quickly followed. Some continue to serve the community after many generations. Others closed as the nature of retail commerce changed over the years.

Many of the stores on Henry Clay Street have closed and have been replaced by apartment buildings, when the character of the district changed. The Silver Spring shopping district, however, continues to serve the community well with a diverse mixture of retail establishments.

This image, looking east along Silver Spring Drive, must have been taken in the early 1950s, judging from the vehicles pictured. While significantly changed, several buildings can be readily identified which continue to serve area residents.

More Information

More information about the history of Whitefish Bay and its early residents and structures can be found in:

  • Images of Whitefish Bay, Arcadia Publications, Thomas H. Fehring, 2010.
  • Chronicles of Whitefish Bay, WI, The History Press, Thomas H. Fehring, 2013.
  • Historic Whitefish Bay: A Celebration of Architecture and Character, The History Press, Jefferson J. Aikin and Thomas H. Fehring, 2017. Published to help commemorate the Village’s 125th anniversary.

All three books are available for loan or purchase at the Whitefish Bay library. They are also available at local stores and other booksellers.

The Business Improvement District (BID) Board sincerely thanks the Community Development Authority (CDA) and the Village of Whitefish Bay Board and staff for their support and help in making our business district an amazing place to shop, dine and conduct business.