Featured Merchant

Boutique Photographer

Photographing People at Work, Play & in Love

Linda is a photographer people seek out when looking for that extra something special in their photographs. She excelled early in her career capturing people in a candid way, thriving on the positive energy around her. Her art school years contributed to her sense of composition and craftsmanship. As a second-generation photographer, Linda loved to watch her father work in the darkroom growing up. Early in the film era, she hand-processed black and white film and fine art prints. Since 1991, Linda has solidified her place in the wedding photography business, with a reputation as one of the most sought after in the region. Technology has changed quite a bit since the film era, and Linda is always on top of the latest advances in image quality, possibilities of tethered capture and digital fine art printing.

What makes her photographer's lifestyle so rewarding is the knowledge you’re not only providing something special, you’re there for a very special reason! Every time she goes to work there is an important occasion and Linda never loses sight of the appreciation her role plays. She recently photographed a 50th wedding anniversary of a couple who had no professional photos from their actual wedding day. As a gift to the couple, their daughter gave them photography for their anniversary party. Linda’s business is filled with stories of giving not only a product but an experience to people. She brings this energy to the photoshoot too; Even with some of her most reluctant subjects, Linda is able to find great expressions by making the experience a positive one.

Whitefish Bay has been home to Boutique Photographer's studio for eight years on the second floor of the Winkie’s building perched over Silver Spring Dr. This community has been a family and business hub where Linda has less than a five-minute walking commute. There is also the daily occurrence of running into many clients in the neighborhood, some of whose weddings she photographed over twenty years ago.

Residences of Whitefish Bay can see her work as a monthly photography contributor to the Bay Leaves magazine. Linda has held this role for over seven years and enjoys the new adventure each month’s feature family brings. Some of the families have never experienced professional photography before and it can be a great opportunity to make some new friends in the neighborhood!

Commercial and editorial photography has been the largest area of growth for Linda’s business. After a long career of helping real people feel comfortable in front of the camera and an ambitious commitment to professional techniques and lighting, Linda’s hit her stride putting those skills together for magazine quality branding photography. Amongst her Milwaukee clients, Linda photographs several local businesses including Barden Orthodontics, Knifey subscription knife service, WFA Asset Management, Essam Elsafy Team, Trouble & Son’s Pizzeria, Refresh Aesthetic Center as well as several individual professionals headshots and brand images like Andrea and Tony Murdock of Murdock Law, and Carrie Lucke of For What it’s Worth LLC.

Milwaukee Magazine has also selected Linda for the last three years as their photographer for their Faces of Milwaukee issues. Linda photographed businesses, the tops in their fields, with forty plus full-page images published in the magazine. Linda built growing relationships with some of the Faces of Milwaukee that are Whitefish Bay businesses including Fringe Home Furnishings, and the Keller Williams - Stalle Group.

If you’d like to contact Linda, she can be reached at www.boutiquephotographer.com

Farmers' Market

July 6 - October 19
Saturdays 8AM - 12PM
Silver Spring @ Santa Monica

Vendors

CHILLWAUKEE | PINE HILL ORCHARD | BREADSMITH | B & J’S PAMPERED PUB BAKERY | THE MUSHROOM LADY | KILWINS CHOCOLATE, FUDGE, ICE CREAM | YARD ART | QUEDNOW’S HEIRLOOM APPLE ORCHARD | BSW FARM | FRESH CREPES | LARRYVILLE GARDENS | THAT SALSA LADY | NANCY’S FLOWERS | NETTESHEIM FARMS | FRESH GROW WISCONSIN | ELSIE MAE’S CANNING & PIES | DRAGON GARDEN | WOW MEATLESS MEATBALLS | BEEHIVE ALCHEMY/WILDERMANN APIARIES | YOUNG LIVING ESSENTIAL OILS | RED STONE RICE | ERTH SCENTIALS CBD | NOURISH NATURAL PRODUCTS | LIFESPROUTS SUCCULENT PLANT DELIVERY | NATURE'S NICHE FARM | LAKE-FIVE FARMS

Merchant Events

Jul
6
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Jul 6 @ 8:00 am – Oct 19 @ 12:00 pm
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Jul
13
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Jul 13 @ 8:00 am – Oct 26 @ 12:00 pm
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Jul
20
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Jul 20 @ 8:00 am – Nov 2 @ 12:00 pm
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Jul
27
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Jul 27 @ 8:00 am – Nov 9 @ 11:00 am
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Aug
3
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Aug 3 @ 8:00 am – Nov 16 @ 11:00 am
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Aug
10
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Aug 10 @ 8:00 am – Nov 23 @ 11:00 am
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Aug
17
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Aug 17 @ 8:00 am – Nov 30 @ 11:00 am
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Aug
24
Sat
WFB Farmers’ Market July 6 – October 19, 8 – Noon, Silver Spring @Santa Monica
Aug 24 @ 8:00 am – Dec 7 @ 11:00 am
Every Saturday, Jul 6th  – Oct 19th,  8:00 – 12:00
Aurora Parking Lot.324 E Silver Spring Dr, Milwaukee, WI 53217-5221, United States

The Whitefish Bay Farmers’ Market Each Saturday Morning from early July 6th through October 19th, starting at 8am until noon the Farmers’ Market commences on the corner of Silver Spring at Santa Monica, 324 E. Silver Spring Drive (to be exact), in the Aurora Parking lot. It is an open-air market that has various vendors who sell fresh and organic produce, meats, breads, flowers, honey, vegan, gluten free, sweets, coffee, eggs and more! A few times a season we add artists to the mix to sell their goods. There is music weekly from 10-12:00. It is all free and a great place to meet your friends. Simply UnBeetable! Shoppers leave the market and stroll down Silver Spring, stopping in at other businesses along the way. It has proven to be a great way to get people on the street early on a Saturday morning

CHILLWAUKEE*PINE HILL ORCHARD*BREADSMITH*B & J’S PAMPERED PUB BAKERY*THE MUSHROOM LADY*KILWINS CHOCOLATE, FUDGE, ICE CREAM* YARD ART* QUEDNOW’S HEIRLOOM APPLE ORCHARD*BSW FARM*FRESH CREPES*LARRYVILLE GARDENS*THAT SALSA LADY*NANCY’S FLOWERS*NETTESHEIM FARMS*FRESH GROW WISCONSIN*ELSIE MAE’S CANNING & PIES*DRAGON GARDEN*WOW MEATLESS MEATBALLS*BEEHIVE ALCHEMY/WILDERMANN APIARIES*YOUNG LIVING ESSENTAIL OILS*RED STONE RICE*ERTH SCENTIALS CBD*NOURISH NATURAL PRODUCTS

SEASON SPONSORS

Fringe Home Furnishings and  Mathnasium

MAJOR SPONSORS

Elements Massage ,Equitable Bank  , Gerhard’s Kitchen & Bath Store , Indulge Salon + SkinSazama – Design,Build, RemodelSelect Spine and Sport 

WEEKEND SPONSORS

Arthur Murray Dance Center of WFB , Breadsmith ,  Hounds Around Town,  New Options Salon & Boutique ,  Sherry Yusef – American Family Insurance

Aug
26
Mon
Learn & Ride: Bikepacking with Yellow Wood
Aug 26 @ 12:00 pm – 2:00 pm

Learn everything you need to know about bikepacking – an activity that merges cycling and camping!

Presentations will feature experts from both Wheel & Sprocket and Yellow Wood on what you need to make your ride and camp perfectly safe and comfortable.

Light refreshments provided.

We’ll soon be announcing details for a Wheel & Sprocket/Yellow Wood bikepacking trip to Harrington Beach State Park this Fall. Stay tuned!

 

S’more Happy Hour at Yellow Wood
Aug 26 @ 5:00 pm – 7:00 pm

Join us this summer for the North Shore’s most delicious happy hour! Every Monday in June, July, and August, we’ll be serving up oodles of this classic, gooey summertime treat.

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
  • Charlie Stalle – Keller Williams
  • 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!

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.