In a business landscape increasingly dominated by chains and corporations, Wisconsin is home to many unique and independently-owned businesses that have greatly contributed to the state’s culture and history.
Strictly Discs Record Store
Strictly Discs has been “getting physical with music” since 1988. At its home on Monroe Street in Madison, Strictly Discs has two levels of vinyl, CDs and stereo gear and an influx of new releases every week. In addition to having thousands of records from every genre under the sun (with a skew toward jazz and rock), Strictly Discs also buys used records, adding to its ever-growing collection. Strictly Discs takes pride in being female and independently owned, and participates in indie record store culture by celebrating Record Store Day – a day celebrating the unique role record stores play in communities. Strictly Discs commemorates this day each spring by offering exclusive releases and drops.
Ruby Coffee Roasters
Based out of Nelsonville, WI, Ruby Coffee roasts “colorful coffee” with beans hailing from all over the world. Best sellers include a Costa Rica Cerro La Cruz and an El Salvador Talnamica, and Ruby also offers summer and winter seasonal blends. Outside of its Nelsonville roastery domain, Ruby has a Stevens Point cafe location.
Towne Cinema
Nestled in Watertown, a city between Milwaukee and Madison, lives Towne Cinema, an independently-owned movie theater. Since 1913, the cinema has been a cultural fixture in Watertown’s downtown community, opening its doors for school rentals and to private and public birthday parties, in addition to showing films at the fixed rate of $3. As chain movie theaters and eventually streaming became the norm in the film industry, the Towne Cinema was able to raise funds from the community to invest in projectors to digitize their film collection and continue entertaining the people of Watertown.
Mystery to Me
Mystery to Me, located right off of UW-Madison’s campus, started off as a mystery-only bookstore nearly ten years ago. As customer demand and community support grew, so did the genre and variety of books offered. Back in 2014, bestselling author James Patterson offered Mystery to Me a grant to expand a children’s book section in the store. “We really try to be part of the community,” said Mystery to Me owner Joanne Berg. “We can’t offer the same kind of discounts that big box stores can offer, so we have to offer something else – customer service.” Berg credits her knowledgeable staff with curating a wide collection of books and being able to help customers find their perfect read.
Wollersheim Winery and Distillery
Wollersheim Winery dates back to the 1800s, occupying a unique place in Wisconsin history. The Kehls, a family of German immigrants, started making wine and brandy until they were stopped by the prohibition movement. The property that occupies current-day Prairie du Sac was purchased and claimed by the Wollersheim family in 1972. Wollersheim now boasts an esteemed team of winemakers and has forged its way as a leader in the Midwest wine scene, with its Prairie Fumé and Dry Riesling earning top honors and its wine collections being sold online and across the state. Wollersheim has also made a name for itself with its distilled spirits, such as Press House Brandy, Two Mile Bourbon and Round Top Rye Whiskey.
Carr Valley Cheese Company
Award-winning cheesemaker Carr Valley Cheese Company has been family-owned for a hundred years. Certified Master Cheesemaker, Sid Cook, is a fourth-generation cheesemaker known for creating new cheeses, but doing so “the old-fashioned way.” Carr Valley Cheese offers over fifty original cheese varieties, with bestsellers including Apple Smoked Cheddar and Smoked Hot Pepper Jack. Though based out of the small town of La Valle, Carr Valley cheeses can be found across the state at six retail stores.
Mitch Listau, a former collegiate basketball player for both the Belmont Bruins and Green Bay Phoenix, faced the dilemma of whether to leave everything he’s established behind just to play in front of his home state one more time.
Listau’s basketball journey began in Waunakee, Wisconsin, where he was named a three-time All-State honoree, led the Warriors to two Kohl Center appearances and still remains the program’s all-time leading scorer to this day, 700 points above the next closest alumni. In addition to his abilities on the court, Listau still draws appraisals from former coaches and teammates regarding his demeanor and how he carries himself.
“Mitch was a great leader. Not a rah-rah guy but a leader in the way he went about his business every day. And when your best player is a hard worker, the others follow,” Waunakee Assistant Coach Jeff Knatz said.
After graduating from high school in 2018, Listau was granted the opportunity to play his collegiate hoops at Belmont University, an NCAA Division I school located in Nashville, Tennessee. He ultimately spent three seasons with the Bruins before deciding it was time to come back home, where he then transferred to the University of Wisconsin-Green Bay.
“Being in Nashville for three years, there were many things that I grew to like about being down South. The people, the weather, the food, but also things about Wisconsin that I missed. One of those things being my family and friends that I was only able to see maybe once or twice a year,” Listau said.
Aside from reconnecting with familiar faces, Listau still had one year of remaining eligibility to use up on the court. However, the situation he found himself in with the Phoenix was anything but traditional.
His biggest surprise was the culture shock.
Mason Steffen
“Basketball-wise, I came into a Green Bay team that was looking to rebuild with a second-year coach and virtually all new guys coming in. I figured it would be a great spot for me to jump in, being a fourth-year guy, I was one of the oldest players on the team,” Listau said. “Also being on some very successful Belmont teams, I knew what it took to win and what made successful teams successful.”
The Wisconsin native was poised for a breakout senior campaign in his new environment given his past experience playing against high-level competition. Listau opened the season as one of Green Bay’s starters and contributed in each of the team’s first eight games until adversity struck and he went down with an ankle injury that forced him to miss over two months of action.
While sidelined and going through rehabilitation, Listau had consistent conversations with his childhood best friend, Mason Steffen, where the two guys would keep each other up to date and talk about the transition from a larger, southern school to a smaller university in the north.
“His biggest surprise was the culture shock. Belmont is a fantastically run program that has everyone buying into a common goal for the good of the whole, whereas Green Bay was much more of everyone for themselves culture.” Steffen said. “Also, the cities are much different. Belmont is in Nashville, Tennessee, lots to do and diverse in what it offers. Green Bay is much more limited in that sense.”
Though his return to Wisconsin didn’t quite go as planned, Listau’s brief presence was certainly felt by his Phoenix teammates and coaches both on and off the court.
“When talking about his impact on our team and program, he was the ultimate student athlete to coach and teammate. He struggled through injuries while at Green Bay but was very supportive of our staff and his teammates especially in tough times,” said Green Bay Assistant Coach Freddie Owens. “He was always the guy on the bench rooting for his teammates and spreading positivity throughout the locker room.”
Everyone knows that not everything in life is going to be perfect, but it’s the risks taken and lessons learned along the way that enhances personal growth. Despite the unfortunate injury Listau sustained during his final basketball stint back in his home state, sometimes, it’s the environment around you that can make all the difference in the world.
“I appreciated the players and coaches in my short time at Green Bay and they made me feel at home,” Listau said.
Paul’s Pelmeni makes one thing, and they make them well: Russian dumplings. Though the restaurant’s local fame comes from its one-item menu, late-night dumpling connoisseurs may not be aware that owner Paul Schwoerer’s recipe originated 2,907 miles from Madison in Jeaneau, Alaska.
“People are always surprised when they come in. They’re like, ‘oh, do you guys speak Russian?” said Paul’s employee Antonio Winters. “Traditionally in Russia, they just add butter and sour cream. But then Paul came up with these toppings.”
Described by some as “the heart of Russian cuisine,” traditional Pelmeni dumplings are usually stuffed with a minced meat like pork or beef and seasoned simply with salt, pepper and garlic. But at Paul’s, Winters said Schwoerer’s recipe puts an “asian fusion” spin on the classic, topping dumplings with what they call “the works”: butter, sprinkled yellow curry powder, sweet chili sauce, a smattering of cilantro and a spoonful of sour cream.
Photo by Rachel Hale.
Raised in Madison, Schwoerer moved to Tenakee Springs, Alaska, as a senior in high school. It was once he moved to Juneau, where he started working for a friend’s dad making traditional Russian dumplings by hand, that he learned the recipe, reported Madison Magazine. After three years of learning the trade, he was able to bring the craft back with him when he returned home.
The team that helps the restaurant run is primarily composed of University of Wisconsin-Madison students, according to Winters. For the nine years Winters has been on staff, he said Schwoerer has always been hands-on in the restaurant.
“Paul, you may think he’d be somewhere on the beach smoking cigars, eating steak and relaxing. He’s working just as hard as any other employee here. He was just here actually making dumplings,” Winters said.
The restaurant has been located at 414 W Gilman St. since 2017, but its journey started nearly 20 years ago. Schwoerer originally opened up a Pel’meni shop at a State Street location in 2003 with a different business partner. The pair split, but Schwoerer later continued to serve the dumplings at luch times while working at Oasis Cafe in Fitchburg. In 2013, he opened a new location at 201 W. Gorham St., but with just six tables and a spike in rent prices, he sought out a larger space, the Wisconsin State Journal reported.
“It’s always been a UW favorite. We still have people that say, ‘oh, my brother, my sister used to love it here. So it’s a generational thing. It’s always good to see that,” Winters said.
Walking into the restaurant on a weekday afternoon, the space feels unassuming. Customers sit at one of the main room’s wooden tables or take a seat at the bar as Norah Jones’s “Come Away with Me” revererates out of the speakers. Photos on the wall pay homage to Schowerer’s time spent in Alaska, and the state flag is painted on an accented ceiling tile on the side of the main room.
Photos by Rachel Hale.
Madison locals have watched Paul’s grow from each location. Shia Fisher, an undergraduate student at the University of Wisconsin-Madison who grew up in the area, called the restaurant “a staple.”
“My friends and I, we would always go for the dumplings because they were quite large, very filling and the atmosphere was really nice. They played these vinyl records and I still remember the orange walls and you know you walk in and just have the aroma immediately. That’s the Paul’s that I remember,” Fisher said.
Photos by Rachel Hale.
Loyal customers have followed the dumplings’ journey on, Yelp reviews where the restaurant has raked up 609 reviews and a 4.5 star rating.
“Best pelmeni I’ve had! This is a small place right by the Capitol and campus that is open until the wee hours of the morning so you can get your fix after a night out,” wrote Vivian C. on June 1. “I liked these so much that I came back later that day to order 2 more full orders for later in the week!”
“Love this place. They keep it simple with only a couple options on the menu. Solid, affordable, and unique,” another reviewer wrote.
What’s the secret to a recipe that’s remained a staple for so long? Keeping it simple, says Winters. “Everything’s homemade with local ingredients. We make it right here in the building we’re in, and just keeping up with that itself is already hard to do.”
“When students go to their favorite restaurant, they most likely order the same thing. And you get overwhelmed with 30 options even though people like it differently but with us, the reason why people like us is because we get orders in and out right away. We have two kinds of dumplings and dumplings only,” Winters said.
For Madisonians who have watched the city change, seeing the restaurant’s menu stay the same is a nice constant.
“Madison has had a lot a lot of changes. In some respects, it’s nice that you still have the same business owners running some of this,” Fisher said.
Nearly 450,000 Latines live in Wisconsin, taking up about 7% of the state. With such a small and sparse population (with the exceptions of Milwaukee and farming communities such as Abbotsford), immigrant placemaking in Wisconsin is incredibly important. One way Latine populations make room for themselves in majority white areas is through grocery stores. Individually owned, they offer brands and ingredients essential to Latin cuisines, aisles filled with Catholic memorabilia, and a place for Latinos to convene. Follow along through a series of photos from Mercado Marimar, a store in Madison popular among UW’s Latino student population, along with the author’s personal connection to these stores.
I found out about Mercado Marimar through the Latinx Cultural Center when I was a freshman on campus. They gave us a list of resources including restaurants, student orgs and stores.
When I was a kid my mom would always shop at a place called La Conquistadora in Sheboygan, which I just always called “the Mexican store.” I remember the first thing she always bought was a phone card from the lady behind the checkout so she could call our family back home.
While “Mexican stores” are pretty much all individually owned, they are all virtually the same on the inside. Handmade piñatas line the ceilings along with images of La Virgencita Plis (a popular children’s character of the Virgin Mary).
Mi Costeñita sells everything. Every Latine market I’ve been to is lined with these iconic bags filled with spices, snacks, and more. Since I can remember I’ve opted for garbanzos con chile and cacahuates japonéses.
In the back you can find the butchers speaking in Spanish while cutting up meats such as lengua, pastor and carnitas. Here in Madison the butchers are all adults, but when I was in high school I remember ordering from my classmates.
These graphs, made with information from UW-Madison’s Enrollment report from 2020, show the out-of-state growth reflected in UW’s student body. While a large percentage of UW-Madison students come from out of state, the university still overwhelmingly supports their in-state students, with over 22,000 Wisconsinites reportedly enrolled in 2020.
UW-Madison’s student population has steadily increased over the past few years, welcoming the school’s historically largest freshman class in the fall of 2021, and again in the fall of 2022, despite admitting nearly 3,000 less students.
Rising undergraduate enrollment has had negative effects on the infrastructure of the city of Madison, putting the college town into an affordable housing crisis as of fall 2022.
Scattered throughout Wisconsin are 52 state parks, eight southern forests and recreation areas and 41 state trails that extend for 1,980 miles. The Wisconsin Department of Natural Resources State Park System protects Wisconsin’s natural wonders while making Wisconsin a desirable destination for tourists. Each property provides diverse recreational opportunities for Wisconsin natives and visitors to enjoy.
“There is a hidden gem in every property and every property has something special,” said DNR Recreation Partnership Section Chief Missy VanLanduyt. “Whether it’s going to one of our properties at a different time of day, day of the week or different season, we always encourage people to get out and make memories.”
Wisconsin’s state parks, forests and recreational areas see more than 20 million visits each year. All properties are open year-round, so whether it’s frigid cold or blazing hot, here are the top five nature playgrounds you can visit in Wisconsin.
Click here to explore Wisconsin’s state parks and forests. Map by Alison Stecker.
Devil’s Lake State Park
Devil’s Lake is the most popular state park in Wisconsin, amassing around 3 million visitors each year, said VanLanduyt. People are very drawn to the park’s natural features and recreational opportunities, including hiking, rock climbing and hiking.
“What makes the property unique is its good diversity in recreation, diversity coupled with the views of the lake and opportunities on land and water,” said VanLanduyt.
Devil’s Lake has east, west and south blocks. Those who hike east and west will see incredible views of the Baraboo Hills, which draw people in for camping and weekend getaways. The beach and water are also perfect for those interested in picnicking or just hanging out, VanLanduyt said.
“There are visitors every day to all of our properties. Definitely less in the winter, but all of our properties have all-year-round recreation,” said VanLanduyt. “Some even have higher visitation in the winter.”
Winter camping is at Devil’s Lake throughout the entire season at the Quartzite Campground, which has no-flush restrooms and a winterized water tap for visitors. Other winter activities include ice fishing and snowshoeing.
“Located 500’ above the countryside, the park is known for its panoramic views of the surrounding countryside,” said Natural Resources Property Supervisor Kevin Swenson.
Blue Mound has two 40 feet observation towers on the mound overlooking the driftless area and the Baraboo Bluffs. The vertical elevations of the mound also provide visitors with challenging hiking and mountain biking, Swenson said.
“It’s the destination in the summer for mountain biking and the destination in the winter for cross-country skiing,” VanLanduyt said.
Blue Mound is also the only state park to have a pool, which is open from Memorial Day to Labor Day weekend. As the Wisconsin weather transitions to the winter, the hiking trails turn into 9 miles of cross-country skiing trails and the 15 miles of mountain bike trails convert to Fat Tire Mountain Biking and snowshoeing.
“The colorful autumn after the explosion of color from the oaks and maple trees, and the snow begins to fall, the park transforms into a winter paradise,” Swenson said. “The elevation of the mound provides the park with more snow each year than the surrounding countryside. This makes it an excellent location for some of the best winter activities around.”
Governor Dodge State Park
Governor Dodge is one of the largest state parks in Wisconsin, with over 5,000 acres of valleys, bluffs and steep hills.
“There is a lot of acreages that are spread out,” said VanLanduyt. “It’s not a very compact park.”
Located in the Driftless Area, Governor Dodges offers a ton of camping, trails, hiking, fishing, kayaking, hunting and cross-country skiing opportunities. It is also one of the only parks with a waterfall.
“One of the big draws is Stephen’s Falls,” VanLanduyt said. “We don’t have a lot of waterfalls in the south and there are accessible trails overlooking it.”
Governor Dodge is also a popular equestrian destination. With close to 30 miles of equestrian trails and a brand new horse campground that opened in May, the property offers some of the best horseback riding to locals and visitors.
“There are a lot of different terrains to traverse. The trails are challenging but not crazy difficult,” said Jean Warrior, the president of Friends of Governor Dodge Equestrians. “There is enough up and down so it’s good conditioning for the horses, and it’s not crazy hard where beginner riders would feel uncomfortable. It’s really a very nice riding destination for people and horses with plenty of shade.”
Riders have the option to explore three types of trails: a 6.7-mile long interior trail, a 15.3-mile long outer horse trail and a 2.5-mile long upland trail.
“A lot of us enjoy the sections of trail that have views of the lakes,” Warrior said. “I particularly like the section of the driftless trail after you cross over the Twin Valley Lake dan. You can wave at the people out in their boats and the southern loop of the driftless trail goes through some really beautiful old forests.”
Warrior believes Governor Dodge is such a popular spot for horseback riders because there are so many other activities to do as well.
“One of the reasons the horse campground has been so popular is that you can’t ride your horse all day every day,” she said. “When you’re camping, it’s great to be at a place that has so many other recreational opportunities.
Kohler-Andrae State Park
Kohler-Andrae State Park is one of the last natural preserves located alongside Lake Michigan. It’s located less than an hour north of Milwaukee in Sheboygan, Wisconsin, and its long shoreline differentiates itself from the other state parks.
“The park is known for its sandy two-mile long beach along Lake Michigan, unique sand dunes and towering white pine trees reminiscent of points further north,” said Park Manager Edward Muzik.
The two-mile long trail is called the Dune Cordwalk, which takes visitors through the sand dunes, wetlands and large white pines located in the 141-site campground, Muzik said.
“A lot of species of plants are [also] protected and the cordwalk takes you through all of them while protecting them,” VanLanduyt added.
According to Muzik, visitors can also enjoy this property year-round. Although ice conditions on the boardwalk and park roads may prohibit hiking in the winter, the park has short cross-country ski trails and snowshoe trails.
Kettle Moraine State Forest – Southern Unit
Although it’s not a state park, Kettle Moraine State Forest is one of the most popular natural resources in Wisconsin, according to VanLanduyt. It is most notable for the glacial moraine that travels through the forest. The forest covers more than 22,000 acres of kettle lakes, prairies and glacial hills and there are more than 100 miles of trails.
“I have many favorite areas of the Forest, and the Scuppernong Springs Nature Trail is one of those. It’s a shorter trail, but the south end has numerous springs that create the headwaters for the Scuppernong River,” said Deputy Superintendent of the Kettle Moraine State Forest-Southern Unit Brian Lemke. “The spring pools are shallow and you can see the sediment moving around as the water is emerging from the ground.”
According to Lemke, the property has 336 campsites located within three family campgrounds, two group camps and a campground for visitors camping with horses. There are approximately 60 miles of horse and snowmobile trails, self self-guided nature trails, 127 miles of hiking trails and 54 miles of mountain biking trails.
“The Forest is able to provide recreation to many types of groups; whether they are looking for trails, wildlife/bird viewing, glacial features, historic cabins and interpretive areas and many miles of trails,” said Lemke. “We also provide hunters and anglers with a place to recreate.”
The Southern Unit is also known for being a fully contained natural state area.
“We also have about a dozen State Natural Areas within the forest that provide critical habitat for several rare species of plants and animals,” Lemke said.
Interested in visiting any of these properties? Check out the Wisconsin Department of Natural Resources website for more information regarding admission tickets.
Individuals across Wisconsin have been experimenting with delta products for several years now, and new hemp-derived products and marijuana alternatives are becoming popular across the state.
An anonymous student from UW-Milwaukee explained that Delta 8 has come as a good alternative for those seeking a non-THC product.
“I’ve seen many take it as a legal option to enjoy marijuana but without the risk that comes with legitimate THC. Weed smokers, in general, are pretty stoked about Delta 8 products from what I’ve seen,” they explained.
When buying said delta product, the individual explained that they have been more careful with it, considering they are synthetic cannabinoids that do not hold as much research as normal THC products. The UW-Milwaukee student said he’s exprienced concerns over regulation and scamming, but has become more comfortable over time with knowing what works for them as opposed
“When deciding on a brand I usually buy from influencers in the weed scene who produce their own Delta 8 products,” the student said. “Since a lot of these products aren’t federally tested yet, it’s a lot safer to base your purchase off of a personality you trust.”
Experts have expressed concern over the rise of these THC products.
According to Dr. Cecilia Hillard, the director of the Neuroscience Research Center at Wisconsin Medical College and a cannabis researcher, THC has a lot of alcohol-like characteristics that help people relax and feel more sociable. For 85% of people, that kind of cannabis does not cause problems, but another 10-15% of people develop cannabis use disorder, she said.
“That’s one of the big issues with any drugs like alcohol or cannabis. This potential idea that using cannabis early can really mess up brain development, particularly causing psychiatric disorders that are devastating and long-term consequences,” Dr. Hillard said. “There is some evidence in human literature that children who use a lot of high THC content and cannabis or start using it at a young age increase their risk of developing schizophrenia or bipolar disorder.”
Dr. Hillard also brought up a counterargument, saying that there may be some other genetics that causes an individual to use cannabis when they are young and develop psychosis.
“It’s so hard to do studies in humans because you have the chicken and the egg problem,” she said. “More and more I’m beginning to wonder if it’s not so much a causative relationship. Yes, maybe high-dose cannabis use in adolescence is associated or correlated with psychosis but I’m not sure we can say it causes it.”
While the rise of delta products in Wisconsin leaves some experts concerned, it has left small-business Hemp farmers thriving. Luke Heidt, the owner of Wisconsin Hemp Flower in Eau Claire, said he’s in support of legalizing hemp, but doesn’t expect regulations to change anytime soon.
“Marijuana will not be medically legalized for at least another two years with the people currently in office. It would be great for Wisconsin.” said Heidt.
In November, 82% of Dane Country residents indicated on their ballots that marijuana should be legalized. Dr. Hillard echoes this sentiment.
“In my opinion, we are better off developing those molecules and putting them under FDA regulation and selling them under use and drugs rather than people using whatever cannabis regulation they can buy to treat various conditions,” she said. “I think we should legalize and tax just like we do alcohol and fund research.”
Democrat Gov. Tony Evers plans to incorporate marijuana legalization into his 2023-2025 budget, but for Heidt, the future of cannabis companies remains very foggy.
“Hemp companies are small companies that have built themselves up. A certain amount of hemp stores would close, but every two years cannabis changes and there are new trends,” Heidt said. “Whenever a bill is proposed in Wisconsin, it’s usually not a good bill.”
Although this may be true, Heidt’s business is thriving and plans to continue to do so.
“I’m glad to see small businesses succeed, but I can’t see legalization being good for small businesses. Hemp people are always seeing how things change and are trying to stay in business,” he said.
Heidt also said he thinks Delta 8 products will diminish over time. He explained that the marijuana industry changes about every two years. Just like trends, marijuana products fluctuate.
“No matter what happens, Delta 8 products will disappear, and if it does become legal, they will be available online,” he said. “I think there is still a market for it if people need it for those who take a drug test.”
“Everyone that stated in hemp claimed to have some interest in the cannabis or interested in making money. These are helping keep a lot of businesses in business. Without Delta 8, a lot of places would have gone out of business,” Heidt said.
Although Delta 8 products have kept businesses afloat, it’s not viable for the long haul.
“My initial concerns were that Delta 8 wouldn’t be as regulated, therefore allowing for more scamming to take place. But after frequent uses of Delta 8, I find it to be a less intense version of THC,” the UW-Milwaukee student added.
“Hemp had low-cost production because I was using space that already excites me. I had an extended knowledge base about cannabis. The only thing I had to learn was how to run a business,” said Heidt.
Regulations have not changed much on CBD and delta products, which has opened opportunities for both farmers and small businesses. Both of these products have turned into a profitable alternative to medical marijuana.
