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

Thiet Jewelers Celebrates 73 Years in Business!
Feb 1 – Feb 28 all-day

Our 73rd Anniversary Sale continues through February!

Refresh Aesthetic Center invites you to their next CoolSculpting Event! 12-1 or 3 to 4
Mar 6 all-day

Join us for our upcoming CoolSculpting Events!

Each event features a presentation, a live demonstration, a mini-consultation, a savings certificate & an entry into a RAFFEL for a FREE Coolsculpting cycle!

Find out – What is Coolsculpting? and Where does the fat go?
(Sessions are each 1 hour)

We hope you can make it! Please RSVP

Happy 2nd Birthday Otis! Dog Day @ Yellow Wood
Mar 17 – Mar 18 all-day

Help us celebrate our shop dog Otis’ second birthday!

Details on our special offers coming soon.

St. Patrick’s Day at The Bay
Mar 17 all-day
Children’s Hospital Fundraiser *Loving Hands* at Painting with a Twist
Mar 25 @ 1:00 pm – 3:00 pm

About this Class

Sip. Paint. Relax.

Arrive 20 minutes early to get uncorked, smocked, & in your seat! If you desire more time to unwind, visit with friends & breathe before we get twisted, we invite you to arrive up to 30 min prior to start time- it’s your Happy Half Hour!

If you’re coming with others, but making reservations separately, give us your group’s name or point person in the Special Request box. We’ll seat you together!

Our studio is for our painters only. Everyone needs a paid seat to stay on premises during all classes. (Private Parties have certain exceptions)

We have a selection of wine and beer for sale in the studio at affordable prices. Please note that you CANNOT bring alcoholic drinks from the outside.

Payment online or via phone is required to guarantee your reservation.

FINDING US: We are located on the second floor of the Kent Building across from Dominican High School. To access our studio, please go through double glass doors directly below the “Kent Building” name and in between Eirk’s Bike Shop and Persian Rug Gallery. From there you can access the second floor by the stairs or the elevator (behind the stairs. Once on the second floor, please proceed through the glass door next to the elevator. At the end of the hallway is our studio. There is street parking along E. Silver Spring Dr and side streets, Kent and N. Shoreland Avernues. There is also public parking behind Starbucks and the Fox Bay Building 2 blocks from the studio.

REFUND/CANCELLATION POLICY: We require at least 48 hrs notice to provide you a refund. If less than 48 hrs notice you will be provided a store credit. Less than 2 hours notice, no refund or credit. Refunds and store credits will not be issued for no-shows.

Painting with a Twist reserves the right to cancel classes for unforeseen circumstances. Classes with little or no signups are subject to cancellation or change in art. If you are interested in this class, please sign up early.

Yellow Wood Divergences: Info Session
Apr 12 @ 5:30 pm – 7:00 pm

Standing on Kala Patthar watching the sun rise over Mt. Everest, we breathlessly said to each other, “This is absolutely incredible. Indescribable. You can’t capture this in a photo, a panoramic or even a video. We need to this more.” And by ‘this,’ we meant pause. Pause from work, pause from busy schedules, pause from commitments, just pause. Between work and basketball practice and Girl Scouts and carpools and dinner with colleagues and oil changes, we often forget what life should really be about… creating unforgettable memories with those we care about most.

We are elated to announce the official kick-off of adventure travel series in 2018, Yellow Wood Divergences. This program encourages you to break away from the daily grind and choose the road less traveled in the hope that it’ll make all the difference in building a life that’s meaningful and memorable.

Divergence: The process or state of diverging. Diverge: (of a road, route or line) separate from another route, especially a main one, and go in a different direction.

We’ve teamed up with Daniel Nash of Satori Adventures and Expeditions to offer you incredible experiences in the years to come. Dan is a professional mountain guide and climber and has spent the better part of 20 years climbing, trekking and leading expeditions to the most remote areas of the world. Dan has lead expeditions in North America, South America, Europe, Asia and Africa. Dan has climbed and lead trips to 14 countries, including but not limited to Bolivia, Ecuador, Peru, Chile, Argentina, Mexico, the United States, Canada, Tanzania, Nepal, Tibet and Iceland. Dan has reached the summit of over 60 mountains worldwide, include in the Andes and Himalaya Ranges.

We’re thrilled to share that our first divergence comes in June 2018 to Machu Picchu. In September 2018, we’ll trek to the summit of Kilimanjaro. In February 2019, diverge to Patagonia with us!

Join us for an information session at Yellow Wood on Thursday, April 12 from 5:30pm – 7:00pm. Dan will provide oodles of information – including specific dates – at that time. Let us know you’re coming!

Contact Sarah at to RSVP.

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!!!!

Sounds of Summer 2018
Aug 18 @ 5:00 pm – 10:00 pm

Watch for details!!!!!!!!!

Harley Davidson 115th Anniversary Celebration in Milwaukee
Aug 29 – Sep 2 all-day

Memorial Day Weekend you will hear the rumble of Harley’s as they take to the streets of Milwaukee for their 115th Anniversary Celebration.  Lake Drive will be full of them as they go through Whitefish Bay.  Our businesses will welcome them for sure!

The event takes place Wednesday, August 29, 2018 – Sunday, September 2, 2018. Welcome Home Party @ Veterans Park on Wednesday Aug.29th, 2018. Event planning is underway and more details will be provided in early 2018, or earlier as it becomes available. Events will primarily be in Southeastern Wisconsin.Information will be available on Harley-Davidson’s online and social channels as it becomes available.

1. Website:

2. Facebook:

3. Twitter:

4. Instagram:

5. Pinterest:

6. YouTube:

7. Hashtag: #HD115

Milwaukee Film Festival 2018 at Fox Bay Cinema Grill
Oct 18 – Nov 1 all-day

Celebrating a decade in the community, Milwaukee Film is excited to announce that the 2018 Milwaukee Film Festival will take place from October 18 – November 1, 2018. The annual 15-day festival will include feature films, shorts programs, education screenings, post-film conversations, panels, and parties.

“We couldn’t have reached this incredible milestone without the warm embrace of the Milwaukee community,” states Jonathan Jackson, Executive and Artistic Director of Milwaukee Film. “Over the past ten years, we have strived to bring the best independent and international cinema to the city, and our amazing audience, members, donors, and sponsors have repaid us in kind, allowing for this period of unprecedented growth. We look forward to bringing the best in film to you for decades to come.”

Festival organizers hope the later dates will expand programming opportunities to gain access to premieres from such renowned festivals as the Toronto International Film Festival, Festival de Cannes, and Telluride Film Festival.

The Call for Entries for the 2018 Milwaukee Film Festival will open in January 2018.

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.