Featured Merchant


New Salon on the Block

Enliven - New Salon on the Block
By Kate Fetterley and Olivia Maillet

Enliven is a new salon, boutique, spa, and art gallery. In it’s
short life, Enliven has already been the recipient of the Best New Business Award— presented to them by the Merchants of Whitefish Bay. Notably, the business also strives to “make every haircut a great job,” and treats their clients with as much care and respect as possible.

When they first met three years ago, Tracy Sterning and Jamie Lynn Fritsch had no idea that their friendship would one day blossom into a business. After working together for several years at a larger salon, the pair decided it was time to open their own salon. The choice to partner was an easy one, for the women already had a clear connection and dynamic relationship. Tracy initially discovered her love for skin care working at the makeup counter of a mall several years ago and has since begun a career in spa treatments. Jamie Lynn has traveled the world perfecting her techniques as a hair stylist and has an artistic eye.

From the start, Tracy and Jamie knew that their business would have to meet certain criteria. First and foremost, their business would have to be as good for the environment as it’s owners strive to be. To reduce waste, everything down to the leftover drops of hair color, is recycled. The hair color can be mixed to make renewable energy, and the wax used in the candles that Tracy makes herself comes from American farms—you can find them in the front of the store. Another crucial factor that Jamie and Tracy focused on when it came to creating Enliven was their art gallery. At first, artists from New York sent in their pieces to be sold, but soon the owners turned to local artists for their gallery. Today, they offer only local pieces, each one unique in it’s own way. Finally, the duo needed employees and found no better place to look than their old workplace. As they were searching for the perfect employees, they began to seek out people who shared their values of quality and sustainability and who are “ passionate about their work… know current trends, and are educated in styling and spa techniques.”

As for the location, Tracy reports that she and Jamie Lynn wanted to put their salon in a “community that cares”, and be able to give back to it. Jamie and Tracy have certainly been able to give back to the community and environment by offering high quality hair cuts, art, and spa needs while staying sustainable and local. To future clients, they want to say that they simply want everyone who comes through their doors to feel welcome and leave feeling good, and so far they seem to have been able to do just that.


Merchant Events

Arthur Murray Dance Center – Open House
Mar 23 @ 5:00 pm – 6:30 pm


Discover the benefits of dancing at Arthur Murray’s new studio in Whitefish Bay!

Join them Saturday, March 23rd from 5-6:30 pm for their open house.  Your complimentary evening of DANCING includes hors d’oeuvres, wine, a group DANCE LESSON for beginners and professional demonstrations.

No experience necessary!

Email them at: Dance@ArthurMurrayWhitefishBay.com to let them know you are coming!

Keller Williams presents “Real Estate 101”
Apr 2 @ 5:00 pm – 6:30 pm

Thinking of investing in real estate? Making a move or buying a home?

Keller Williams – Milwaukee North Shore
205 E. Silver Spring Drive
Whitefish Bay, Wisconsin 53217

– The State of the Economy
– Buying & Selling Real Estate
– Home Financing

For more info, feel free to reach out to us at team@stallerealty.com or by calling (414) 967-7900.

Thanks and we look forward to seeing you!

Travel Journal Workshop #1 at Yellow Wood
Apr 13 @ 11:00 am – 12:30 pm

Back by popular demand! On Saturday, April 13, local artist Bela Roongta will merge three of her passions – travel, journaling and making art – into a fabulous workshop designed to empower you with the tools needed to create your own meaningful keepsake.

What is it?
A travel journal uses mixed media – photos, clippings, found items and your own written memories to create a journal that will allow you to relive your adventure for years to come.

What to expect:
Bela was kind enough to extend her traditional hour-long workshop into a 1.5-hour format, allowing more time for us to get inspired by some of Bela’s works, discuss ideas with the small group and take some time for personal reflection and practice.

What to bring:
Yourself! No need to prepare anything ahead of time. If you plan to start a journal to memorialize a trip you’ve already gone on, you’re welcome to bring photos and ideas with you.

Bela is offering this workshop to friends of Yellow Wood at the very special price of $25 (normally $75). Registration includes a journal and pen.

What to know:
Each session is limited to six people. The last workshop we hosted filled quickly, so early registration is encouraged!

Email sarah@yellowwoodgear.com to register.

Travel Journal Workshop #2 at Yellow Wood
Apr 13 @ 2:00 pm – 3:30 pm

Back by popular demand! We’re ecstatic to announce that on Saturday, February 16, local artist Bela Roongta will merge three of her passions – travel, journaling and making art – into a fabulous workshop designed to empower you with the tools needed to create your own meaningful keepsake.

What is it?
A travel journal uses mixed media – photos, clippings, found items and your own written memories to create a journal that will allow you to relive your adventure for years to come.

What to expect:
Bela was kind enough to extend her traditional hour-long workshop into a 1.5-hour format, allowing more time for us to get inspired by some of Bela’s works, discuss ideas with the small group and take some time for personal reflection and practice.

What to bring:
Yourself! No need to prepare anything ahead of time. If you plan to start a journal to memorialize a trip you’ve already gone on, you’re welcome to bring photos and ideas with you.

Bela is offering this workshop to friends of Yellow Wood at the very special price of $25 (normally $75). Registration includes a journal and pen.

What to know:
Each session is limited to six people. The last workshop we hosted filled quickly, so early registration is encouraged!

Empower Yoga – Yoga @ the Museum
Apr 20 @ 8:15 am – 9:30 am

Empower Yoga at the Museum ~
Saturday April 20th from 8:15 9:45 am led by Suzy Weyenberg $15 All proceeds go to OmTown Yogis, a non profit that provides scholarships for yoga and yoga trainings.

The Bay Celebrates its 6th Anniversary with a Week Long Celebration!
Apr 29 @ 11:00 am – May 5 @ 10:00 pm

The Bay is proud to celebrate their 6th Anniversary starting the week of April 29th.  James wants to thank all of their guests by offering food and drink specials all week.  They will be finishing off their celebration on May 4th, with a great night of music by Anne Davis from 8-10:00!

Paint @ the WFB Library with Painting with a Twist
Apr 30 @ 1:00 pm – 2:00 pm

Whitefish Bay Public Library along with Painting with a Twist are hosting a paint event at the library! We’ll be painting these pretty flowers. This event is free, thanks to Friends of the Whitefish Bay Library but room is limited and registration is required.

Bay Day
May 4 @ 8:00 am – 1:00 pm

The WFB Civic Foundation and The Merchants of WFB have partnered to present:

Green Day is moving and expanding! May 4th, 2019 plan to spend the morning and afternoon at Klode Park. Bay Day events start at 8 AM and will conclude at 1 PM. Bay Day encompasses Run the Bay, Green Day in the Bay, and Recycle Day in the Bay, and new this year, Voice of the Bay!

Run the Bay, Green Day and Voice of the Bay will be held at Klode Park

Recycle Day in the Bay will be held at Dominican High School.

Run the Bay:
The Whitefish Bay Education Foundation is hosting Run the Bay on Saturday, May 4th. Run the Bay is a  5k fun run and kids run through Whitefish Bay. Advanced registration is recommended. http://www.runthebay.org/

Community Clean-Up:
There will be an organized community wide clean-up. We need your help to beautify Whitefish Bay! We are looking for volunteers and families to form “Green Teams” to pick-up trash in our streets, parks and beaches. Prior to Green Day, you will receive a map of your team’s designated area to clean-up. Please bring you own work gloves and garbage bag(s). To sign up to volunteer, please email your name and/or your team name to Volunteer@wfbcivicfoundation.org

Green Day Eco Fair
An ECO Fair and shop local event will be held at Klode Park.
New this year! Music performances will conclude the run and will run throughout the event.
Music Acts include:

  • Big Style Brass Brand
  • The Mitch Shiner Latin Vibes Trio
  • Chicken Wire Empire Bluegrass Trio
  • Voice of the Bay Singing Competition

Now in its 12th year, Green Day in the Bay was started by local residents Gwen Koscinski, Julie Erickson, and Bob Kuesel who were interested in celebrating green and healthy activities in the village. Complimentary to Earth Day, (Earth Day’s history originates in Wisconsin as well – founded by the United States Senator from Wisconsin Gaylord Nelson in 1970), Green Day in the Bay provides a forum for Whitefish Bay residents to explore the three “R’s” of environmental awareness: reducing, reusing, and recycling.

Known for its beautiful lakefront setting, Whitefish Bay benefits from parks, beaches, and green spaces with stunning water views. But residents realize that with that privilege comes some responsibility as well. Green Day in the Bay serves as a conscious reminder that what we do in our community affects one of the world’s largest freshwater resources, Lake Michigan.

In addition to the clean up and weed out efforts on Green Day in the Bay, family teams volunteer for weekly beach clean-ups throughout the summer season when the beaches are most used. Whitefish Bay residents are stewards of the lake, and exhibitors at Green Day in the Bay offer information on green and healthy living not only in the village, but also connect us with our Great Lake to the east and our world community.

Empower Yoga 200 Hour Teacher Training
May 19 @ 12:00 pm – 8:00 pm

Registration is now open for our 2019 yoga teacher training program! Meets 2 weekends per month Januar-May 2019. Deepen your practice and learn how to share it with others through the development of safe, inspirational yoga classes. Visit our website to submit your application!  https://www.empoweryogamilwaukee.com

Whitefish Bay Art Festival – on Silver Spring Drive
Jul 13 @ 10:00 am – Jul 14 @ 5:00 pm

We are thrilled to announce the first Whitefish Bay Art Fest, a juried art festival taking place July 13 and 14 on East Silver Spring Drive in Whitefish Bay this summer! Show hours will be 10 am – 5 pm daily. 
The free admission festival will feature artists from near and far showcasing and selling paintings, photographs, wall art, handcrafted jewelry, sculpture, wearables and mixed media work. Art at all price points will be available for purchase. Many exciting art demos will take place daily.
The BID and Village are excited to have a cultural family friendly event in the downtown business district. The BID is working closely with Amdur Productions, producers of well known  fine art festivals in the midwest, in the production of this annual event. 
In addition to the art, there will be a hands-on art making area with art projects for all. Family friendly activities like Art Fest Bingo will add to the fun. Live music throughout the festival will add to the weekend. The festival is wheel friendly for strollers, scooters and wheelchairs too.
How you can get involved:
If you are interested in supporting or sponsoring the festival, please contact Lindsey at Lindsey@amdurproductions.com or 847-926-4300.
Local restaurants interested in having a booth at the festival should email Amdur Productions at Lindsey@amdurproductions.com.
Local artists interested in exhibiting in the festival should call Amdur Productions at 847-926-4300. Businesses are encouraged to be open during the festival. 


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.