Three Businesses Named as Finalists in Wisconsin’s Main Street Makeover Contest

MADISON, WI. MARCH 4, 2026 — Three downtown businesses from around the state have been named as finalists in the Wisconsin Economic Development Corporation’s (WEDC’s) annual Main Street Makeover Contest. One of them will receive funding and assistance to upgrade their storefront.

The Main Street Makeover Contest is based on the popular reality show concept. Established businesses located in one of the state’s 37 Wisconsin Main Street and 100 Connect Communities had the opportunity to nominate themselves for a “makeover” that will take place in the spring of 2026. The winning business will receive personalized technical assistance and up to $10,000 to implement recommended changes, which could include exterior façade and storefront design improvements along with personalized assistance to boost the business’s image and operations.

Finalists were selected based on their business track record, the vision for their business, and the potential for the makeover to have a positive impact on their downtown district.

The three finalists are:

• Christel’s Pet Supplies & More, Kiel
• Blue Heron Antiques, Waupun
• The Brew Station, Three Lakes

The winner will be announced in early March. The winning business will spend several months working with Main Street staff and consultants from Studio GWA, Inc., a Monroe-based architecture firm, on a renovation plan, followed by a 24- or 48-hour transformation event in the spring.

The new and improved business storefront will be formally unveiled during a public celebration featuring state and local officials. All eligible businesses that submitted applications for the competition will receive technical assistance from the Main Street team to help achieve their goals and enhance their business.

Here are details on the finalists:

• Christel’s Pet Supplies & More – Christel’s Pet Supplies, a go-to location for dog and cat lovers of all ages, occupies a storefront in the oldest building in downtown Kiel. The business has been in its present location since 2014 and is in need of a facelift. Owners Mary and Dan Christel hope that an outside perspective can help them with a facelift that welcomes customers while honoring their historic building. New signage, exterior lighting, landscaping, and storefront display are all opportunities for improvement.
• Blue Heron Antiques, Waupun – Celebrating 30 years in business in 2026, Blue Heron Antiques has grown and evolved over time. The shop, which once only sold antiques, now offers a curated mix of home goods, gourmet foods, and gift items along with vintage offerings. Since purchasing the current building, owner Melanie Williams has upgraded structural and mechanical elements, but the current storefront, which Williams says, “screams 1960s office space,” does not reflect the character of her business. She is hoping that the makeover can help with a new look to boost curb appeal and welcome new foot traffic to the business.
• The Brew Station, Three Lakes – The Brew Station and companion business The Supply Station, both owned by Dan and Gina Stehl, represent destination businesses for residents and visitors to the Three Lakes community. Since opening The Brew Station, the couple have updated the interior with a Northwoods-inspired vibe and added a rear patio for patrons to enjoy the great outdoors, but the façade remains nondescript and uninviting. Upgrades to the entrance, signage, storefront, and lighting will invite more visitors into the business and also upgrade the overall character of downtown.

Now in its 13th year, the Main Street Makeover Contest is an initiative of the Wisconsin Main Street Program, a comprehensive revitalization program overseen by WEDC and designed to promote the historic and economic redevelopment of traditional business districts in Wisconsin. The contest is designed to raise awareness of the Wisconsin Main Street Program and Connect Communities Program, which are the two downtown revitalization initiatives overseen by WEDC. The programs provide support and training for communities and organizations dedicated to downtown revitalization efforts. The Makeover programs are just one example of many programs designed to foster business and community engagement and showcase the businesses that bring life to downtown districts.

The inaugural 2018 Main Street Makeover winner was Annie’s Fountain City Café in downtown Fond du Lac. The 2019 Makeover winner was Anthony’s 511 Barbershop in downtown Watertown, in 2020 Ted’s Pizza Palace in downtown Menomonie received a makeover for the restaurant’s 50th anniversary and the 2021 winner was mainstay retailer Moore’s on Main in Ashland. The 2022 winner of the full makeover was Fred’s Beds and More in Mayville and in 2024 Link’s Martial Arts in Mayville. Interior upgrades have been provided to The Sow’s Ear in Verona and Plush Clothing in Racine, while exterior space makeovers were awarded in 2023 to The Supply Station in Three Lakes and in 2025 to Craft Creek Brewing in Manitowoc.

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.