Featured Merchant

High Brow Boutique


High Brow Boutique sets the standard of excellence in esthetics! This award-winning boutique recently expanded, doubling its space and expanding their staff!
With prestigious awards from Milwaukee Magazine and WISN A-List as Milwaukee’s Best Esthetician as well as Best Facial and Best Wax, High Brow knew it was time to raise the bar for 2020! Stefanie Corbett, owner of High Brow says, “We’ve added so many new amazing services and products that we’re proud to stand behind. We can’t wait for our community to experience all that we offer now and in the coming new year! With nearly 10 years in Whitefish Bay, we’re always looking for the next big treatment for our clients. We never stop growing or learning!”

“At High Brow, our values go beyond offering the best services and product around. We’re a family and we consider our community and clients family too! We firmly believe in giving back and supporting our community in every way we can, paying it forward as often as possible. We love to donate our time and love to support Whitefish Bay and Milwaukee throughout the year.

When choosing High Brow you not only make yourself a priority but you make your community a priority too.

Merchant Events

Flu Shot Open Clinic at Bayshore Dental along with WFB Pharmacy by Hayat
Nov 19 @ 3:00 pm – 6:00 pm

  • Please bring your ID & Medical Insurance Card
  • $25 fee with no medical insurance
  • RSVP to info@bayshoredds.com or #414/332-6010
Annie B. performing at The Bay Restaurant
Nov 21 @ 7:30 pm – 9:30 pm

Enjoy a cocktail maybe even dinner at The Bay while Annie B. performs.  Hope to see you there!

Arthur Murray Dance Center Around the World Dance Party Mexican Theme
Nov 22 @ 6:45 pm – 9:00 pm

Join Arthur Murray for a Mexican Themed night of social dancing, community building, food, drinks & lots of fun!   6:45pm group class. It’s a beginner class for new comers so you feel comfortable dancing in the dance party and 7:30pm when the party starts !!  RSVP to 414.877.0799 or email them at: Dance@ArthurMurrayWhitefishBay.com to let them know you are coming!


Hearthfire performing at The Bay Restaurant
Nov 22 @ 8:00 pm – 10:00 pm

Enjoy a cocktail maybe even dinner at The Bay while Hearthfire performs.  Hope to see you there!

2 Day Holiday Art Fair at Enliven
Nov 23 all-day

Enjoy the art work of local artists for this ‘pop-up’ show!!  Great gifts for yourself, family and friends!!!

Park View Pilates Studio offering Weekend Lecture Series
Nov 23 – Nov 24 all-day

Park View Pilates Studio offers a comprehensive Teacher Training Program that has been approved through the Wisconsin Educational Approval Program since 2013.⁠⠀
The Pilates center, Boulder, CO, teacher training programs are offered. Debby Orlando, the Educational Director of these programs at Park View Pilates has been teaching Pilates for over 20 years and has been a trainer of teachers for the last 13 years. ⁠⠀
This weekend’s lecture curriculum:⁠⠀
Review: Summary of full program⁠⠀
Pedagogy: The art of being a teacher; creating a program for your client⁠⠀
Anatomy/Kinesiology: Exercises for special applications; common complaints and injuries⁠⠀
Practice Teach⁠⠀
Level IV (Intermediate/Advanced): Universal Reformer, Cadillac, High and Low Chairs, High Barrel and Spine Corrector⁠⠀
Level V (Advanced): Universal Reformer, Mat, Cadillac, High and Low Chairs, High Barrel and Spine Corrector⁠⠀
Number of Hours Education: 15⁠⠀
Hours Valid for: Teacher Training? YES⁠⠀
Hours Valid for: Master Program? YES⁠⠀
Hours Valid for: Continuing Education? YES⁠⠀
Hours Valid for: PMA? YES⁠⠀
To join us please use link in bio or contact Debby directly at 414.640.2253⁠⠀

Frozen Paint Party at Painting with a Twist
Nov 23 @ 12:00 pm – 2:00 pm

About this Class

LWe can’t let it go! Join us for Frozen 2 painting party in our studio! Choose your character – Olaf, Anna, or Elsa.

To register, check out our website: https://www.paintingwithatwist.com/studio/milwaukee-whitefish-bay/event/1784681/



2 Day Holiday Art Fair at Enliven
Nov 24 all-day

Enjoy the art work of local artists for this ‘pop-up’ show!!  Great gifts for yourself, family and friends!!!

Breadsmith – Reserve your Thanksgiving order by noon today!
Nov 25 @ 7:00 am – 12:00 pm

Call ahead to reserve your Thanksgiving order by 12:00 pm.  Enjoy Pull-Aparts, Turkey Shaped Bread and Sweet Cornbread.

Black Friday with the Merchants of Whitefish Bay, November 29th
Nov 29 all-day

SHOP LOCAL ALL DAY!!  Click on their links to learn more!

  • Breadsmith: Give the gift of bread!  Receive a free daily bread with any gift card purchase of $20 or more through December 31, 2019
  • Fringe Home Furnishings: 10% off any one item your choice.  Open 9-5.
  • Gallery 505: 10% off select art and glass items.
  • Gerhard’s Kitchen & Bath Store – Shop local. Save 30% off Kohler and Kalista Faucets.
  • Indulge Salon + Boutique: Start of the 10%-20%-30% Sale. Buy one product get 10% off, two 20%N off, three 30% off, through December 31st.
  • Pure Barre: Blow out Retail Sale & Class Packages Sale.
  • Schwanke-Kasten: 20% of all St. Christopher medal jewelry and Sterling Silver Jewelry, online also.
  • Stone Creek Coffee:  Half pounds of Black Sheep.  Serving seasonal house-made Pumpkin Spice Latte.
  • The Great Frame Up: 20% off Custom Framing.
  • The Navy Knot: In-store special and free gift wrapping all season.
  • Thiet Jewelers: 25% off in stock items (excluding estate jewelry or Nambe).
  • Beyond Full Spectrum: 15% off everything.
  • Yellow Wood: 25% off of one Arc’teryx item. Limit one item per transaction.  20% off all Baffin, Barbour, Haflinger, Lole, Stormy Kromer, and We Norwegians.
    Swing by the shop for other in-store-only deals that won’t be advertised!
  • New Options Salon & Boutique:  Receive a FREE gift card worth 10% off any gift card purchase of $100 or more.  20% off all regular priced retail, including boutique and salon merchandise.

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
  • Kevin Schuk Treasurer – Breadsmith
  • Bryan Schauland – Johnson Bank
  • Phil Aiello – Mandel Group
  • Ted Balistreri – Sendik’s Food Market
  • Charlie Stalle – Keller Williams
  • Jamie Lynn Fritsch – Enliven
  • Marty Stilling – Yellow Wood
  • Stefanie Corbett – High Brow Boutique

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!

Whitefish Bay
on Around the Corner

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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.