The Hoan Group Makes History with Madison–Milwaukee Night Market Collaboration

MADISON, WI — Last night, the Hoan Group, in partnership with the Westown Association of Downtown Milwaukee, Destination Madison, and Visit Milwaukee, made history by uniting Wisconsin’s two largest cities through a first-of-its-kind Night Market collaboration.

For the first time ever, an organized cohort of Milwaukee-based vendors traveled to Madison to share a taste of Cream City at the Madison Night Market, hosted by the city’s Central Business Improvement District (BID). The market stretched across Capitol Square and State Street on August 21, drawing thousands of attendees to celebrate this month’s theme, “Celebrating Wisconsin & Its History.”

Through the Hoan Group’s leadership, the cross-regional collaboration—nicknamed, “Little Milwaukee”—featured a curated lineup of Milwaukee favorites alongside Madison’s thriving maker scene. Little Milwaukee vendors included:

• Tootsie’s Teas – featuring artisanal loose-leaf tea blends crafted for rich flavor and wellness
• Blu Mountain Co. – featuring handcrafted, nature-inspired jewelry and accessories
• James Steeno Gallery – featuring vibrant Milwaukee-themed art and prints celebrating local landmarks
• Lush Popcorn – featuring gourmet, small-batch popcorn in inventive sweet and savory flavors

“This collaboration is about more than just sharing vendors—it is about breaking down invisible borders between Wisconsin’s cities,” said Ian Abston, Founder of the Hoan Group. “By connecting Madison and Milwaukee in this way, we are supporting our state’s local economy, showcasing the creativity of Wisconsin’s entrepreneurs, and, in turn, highlighting the power of cross-regional collaboration.”

Last night’s showcase in Madison was just the beginning. In September, Madison-based vendors will travel to Milwaukee’s Night Market, continuing this exchange and furthering the connection between Wisconsin’s two largest metros. Together, the series of events marks the beginning of a new model for celebrating local businesses and regional pride—one rooted in collaboration, not competition.

By intentionally bridging communities, the Hoan Group and their partners continue to strengthen Wisconsin’s statewide identity, support local businesses, and cultivate lasting relationships to benefit the entire region.

ABOUT THE HOAN GROUP – The Hoan Group is an independent, membership-based organization that connects dedicated leaders through unique experiences and a shared passion for moving our region forward. While the organization has historically operated outside of the public eye, its members have been spearheading initiatives that have contributed to Wisconsin’s growth since 2016. Taking its name from Milwaukee’s iconic Hoan Bridge, the organization shares that same spirit—connecting leaders across Milwaukee, Madison, and Greater Green Bay to meet, learn, and grow together.

To learn more visit www.hoangroup.com.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.

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