Summer Brought Mixed Business News to Silver Spring

Three businesses have left Silver Spring Drive in the last month, but at least one business leader says the recent additions of The City Market, ThinkTOYS! and the new business developments on the far west end of the street give the community a reason to be optimistic about the state of retail in Whitefish Bay.

In the last month, Zita and Mobility have announced their intentions to move, and the space that was once considered a future home to Marie’s Treats and Eats now has a 'for lease' sign in the window.

After about two years in business, Mobility left its storefront at 324 E. Silver Spring Dr. roughly three weeks ago. In an email conversation, the company's president, John Lavelle, said he initially anticipated a higher volume of walk-in mobile phone sales, but the business eventually shifted toward home and office appointments, which does not require a physical storefront.

"Towards the end we decided to move away from those (mobile phone sales) and concentrate on our real bread and butter, which is home theater installations first and computer repairs second," he said.

Lavelle said Whitefish Bay customers were very loyal, but Mobility has moved to a downtown Milwaukee office space due to the changing nature of the business. He said the business will offer free pickup and drop-off on computers and free in-home or in-office consulatations.

"This was more about a change in business model for us than it was about location," he said.

Although several businesses have left recently, owner John Stuhlmacher, the chairman of the Whitefish Bay Business Improvement District, said Silver Spring is still gaining more businesses than it is losing throughout the year.

“This happened continuously throughout the year, where we lost some businesses and people hit the panic button,” he said. “If you can’t make it going into the fourth quarter, this is the time when they typically make that decision.”

Other less-recent business departures include , Nevaeh Medispa, which moved to Shorewood late last year, and the former Peabody’s Interiors space at 133 E. Silver Spring Dr.

While several storefronts are vacant, others have been filled with new retailers. The its doors last month, as did , which has taken over the old martial arts studio. Additionally, has taken over the former Cavalry Games space.

just opened in a new building to be anchored by PNC Bank at Silver Spring Drive and Lydell Avenue. More recently, a Chicago-based interior design business, , is joining at 401 E. Silver Spring Dr.

Additionally, some businesses, such as Sunset Massage and Boutique Photographer, are filling into upper level spaces on the street.

The vacancies that do exist are highly sought-after, Stuhlmacher said. Among those that have shown interest are at least one restaurant, as well as other uses that are currently not offered on the street, Stuhlmacher said.

“As soon as the rent signs go up, Village Hall and I and the landlords get calls about spaces,” he said.

Stuhlmacher said the former El Guapo’s space has been shown to numerous prospective tenants, and one business owner went through the complete process for a village retail incentive grant before declining on the deal.

Stuhlmacher also said there has been interest in the former What’s Poppin’ storefront, where former restaurant owners Bret and Marie Eulberg had called Marie’s Treats and Eats.

Stuhlmacher said there has been significant interest in the property since the "opening soon" sign went down and the “for lease” sign went up.

“That space could be filled rather quickly if everything works out,” he said.

Earlier this month, the owners of Zita Bridal Salon after nearly 60 years on the street to join longtime Milwaukee retailer George Watts & Son in a downtown storefront with help from a retail incentive grant from the city. Stuhlmacher said Watts’ interest in the store speaks volumes about the type of reputation the store has built on Silver Spring Drive.

“By coming here and trying to poach business, the city of Milwaukee is saying we want to be more like Whitefish Bay," he said. "That‘s a good sign.”

Looking toward the future, Stuhlmacher said he is encouraged by a national franchise such as Dunkin’ Donuts' in the Baysider Retail Center under construction at Bay Ridge Avenue and Silver Spring Drive.

The two developments on that block — both the retail center and the PNC Bank building — are an improvement over the attorney’s office and the funeral home that were there before, Stuhlmacher said.

“The gateway into the village was so underutilized and it didn’t flow with Silver Spring,” he said. “Those businesses weren’t really going to give us a vibrant shopping destination.”