August BID Spotlight, News & Events

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     Lake Michigan might not be the first body of water that comes to mind when you think of surfing, but surfing enthusiasts flock to our shores to ride the freshwater waves!
     Jake Brisette, owner of Lake Effect Surf Shop (1926 E Capitol Dr), has been surfing the Great Lakes for more than 10 years,”I have always been into skateboarding, snowboarding and other board sports. After moving back to Wisconsin in 2009, I learned about Great Lakes surfing from a friend and have been chasing the waves ever since!” Jake was originally drawn to Shorewood because of its close proximity to Atwater Beach, but fell in love with the community, its great schools, public activities, and the close-knit feel of the village.

     Lake Effect Surf Shop has been open for three years and offers not only surfing gear for sale, but also group surfing lessons on select Saturday mornings throughout the  summer. The business is a true family affair when Jake’s wife, yoga instructor Alaina Brisette, provides free yoga classes at the shop on select Sundays. Their daughter Rori likes to hang out at the shop too and Jake can’t wait until she’s old enough to ride the waves with him. ” There are a lot of great things in my life, but they are by far the best!”

     If you have been curious about surfing, stop by the shop or check out the Surf @water event on August 24th, where Lake Effect will be managing surf lessons from 2PM-5PM. Jake says, “Surfing is a great way to discover the Great Lakes, connect with nature and meet great people. It is never to late to start and we are always willing to help get people in the water any way we can!”

Check out the Dear MKE promotion video featuring Jake and Lake Effect Surf Shop!


BID News

Coming Soon: Morgan Shea Health & Wellness
We are excited to share that another business is establishing roots in Shorewood. Morgan works in sports medicine and personal training, filling the gap between physical therapy and being healthy. You’ll find her soon at 3956 N. Murray Ave.  Can’t wait to find out more? Morgan Shea

Gather on Track
Chuck Parshall, co-creator of Gather, noted recently that progress continues for opening up a wine and dessert bar at 3948 N. Maryland. 

Exploring Options for Previous Bank Space
There’s been steady interest in the 17,000 square foot building (3 floors) at 4414 N. Oakland Ave. An interested local developer is focusing on re-purposing the building, which is what many community members are hoping for. 

Signs of a New Restaurant
A local restaurant group is seeking approval by the village for an alcohol license, meeting with the Judiciary, Personnel & Licensing Committee August 5th and followed by full Village Board consideration in September. We can’t wait to share more details for this new concept for the 4114 N. Oakland space, previously home of The Ruckus. 


The Shorewood Business Improvement District is thrilled to bring Shorewood’s first street festival to life on Saturday, September 14th! Held in the 4200-4400 blocks of N Oakland Ave from 11am-9pm, the Shorewood Feast will feature: two live music stages, both kid and adult activity zones, a 3-on-3 basketball tournament, food vendors/trucks, local artisans, and a harvest dinner down the middle of Oakland!
For more information, check out and follow us on Facebook!

Business Specials, Sales & Events
Click on the business for more information!

Olson House
Sidewalk Sale! Aug 17 & 18

Sacred Sound Yoga
10-class packs 50% off  (10 classes for $85)
New students only

The Establishment
$10 off Haircut or $20 off Color with Sanborn

Lotus Healing Academy offers online, self-guided courses about the neurobiology of health and happiness. For the month of August, all courses are 20% off with code: DOCTORASHLEY. Head to to begin your healing journey today.

School of Rock
Back to School registration is OPEN!
State Fair performances – Aug 7 & Aug 11

Golden Energy Center
Summer Supplement Blowout!
25% off select supplements

Ananda Healing Collective
CBD & Sound Healing – Aug 8
Stepping Into Your Power Workshop – Aug 15

Metro Market
Three options for easy shopping!
Pick-up, delivery, or shipping…
Fill your cart from your couch!




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Shorewood Business Improvement District · 4230 N Oakland Ave # 295 · Shorewood, WI 53211-2042 · USA

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