“We were thrilled to see the number of donations go up this year for the winter clothing drive,” said Laura Portz, the campaign’s coordinator and convention and events services manager for Visit Middleton. “We actually ran the drive for a shorter period of time this year, but it didn’t impact people’s enthusiasm for giving.”

This was the second year Visit Middleton, the City of Middleton’s tourism department, hosted “Keeping Neighbors Warm”; however, it was the eighth year the office participated in a clothing drive, formerly known as Big Bundle Up. This year’s clothing drive broke 2022’s donation total of 607 items.

The 2023 “Keeping Neighbor Warm” clothing drive took place Nov. 22-Dec. 13, with drop-off locations at Keva Sports Center, Middleton Public Library, Willy Street Co-op West, and the Middleton Visitors Center. Residents and visitors donated winter outerwear items for all ages, including winter coats, snow pants, hats, gloves, scarves and boots. Donations were picked up weekly and dropped off at WayForward Resources, previously known as Middleton Outreach Ministry, for distribution.

“This clothing drive comes at a perfect time with the weather turning colder and more people in our community finding it increasingly difficult to stretch their budgets to cover the most basic needs,” said Jenny Price, communications manager for WayForward Resources. “This influx of coats and other winter gear for WayForward’s clothing center will keep a lot of children and families warm, and it’s an amazing example of what we can do when we come together.”

For more information about Visit Middleton, go to visitmiddleton.com or follow us on Facebook and Instagram.

LEED, which stands for Leadership in Energy and Environmental Design, was started by the U.S. Green Building Council and is used as a rating system to set standards for cities and community’s sustainable building practices. The Good Neighbor City joined a global network of more than 150 LEED-certified cities and communities, but Middleton is the first municipality in Wisconsin to be identified.

“Climate change is a real and growing threat to our communities, and we need to take action to preserve our way of life, economy, and wellbeing,” said Senator Baldwin.“I am thrilled to see Middleton’s leadership in building a more sustainable and resilient future for generations to come.”

LEED for Cities and Communities helps local leaders measure and manage progress in community conditions for a more sustainable, resilient, and equitable future.

“Middleton’s achievement—being the first Wisconsin municipality to achieve LEED Certification and earning LEED Gold—is outstanding. I’m proud of my hometown’s commitment to lead by example, and I am confident other Dane County communities will learn from Middleton’s experience and move us even closer to our county-wide sustainability goals,” said Senator Baldwin

Through the certification program, cities and communities create and operationalize responsible, sustainable, and specific plans for natural systems, energy, water, waste, transportation, and many other factors contributing to quality of life.

“With the growing threat of climate change we are all facing, it is important for everyone to find solutions to this crisis. I’m excited to see Middleton being a leader in this effort,” said Wisconsin Representative Alex Joers.

Middleton achieved LEED certification for implementing practical and measurable strategies and solutions aimed at improving sustainability and the standard of living for residents. LEED is designed to help buildings, communities, and cities achieve high performance in critical social, economic, and environmental sustainability areas.

“We are at the forefront in our fight against climate change,” said Mayor Emily Kuhn. “This framework helps us accelerate our progress on sustainability and resilience – leading the way to a better quality of life for our community.”

LEED certification helps demonstrate a city’s commitment to sustainability, human health, and economic prosperity. It helps benchmark a city’s current performance and enables Middleton to measure and track outcomes, which are evaluated against key metrics that include energy, water, waste, transportation, education, health, safety, prosperity and equitability.

“Congratulations to the City of Middleton on this achievement. I appreciate that Middleton is leading in this work that the state and federal governments are failing at,” said Representative Mike Bare.

Most notably, Middleton demonstrated excellence in green space allocation for residents, community-wide renewable energy innovation and a focus on multi-jurisdictional collaboration with the county and other cities on climate mitigation and resiliency projects.

“Middleton proves time and again that we can grow our community and economy both substantially and sustainably,” said State Senator and proud Middleton resident Dianne Hesselbein. “Our city continues to be a regional, state, and national leader and I’m proud to see our leadership recognized for their outstanding stewardship.”

The certification data also highlighted areas where Middleton could improve, including reducing water consumption, greater geographical access and connectivity to civic resources and improving distributional equity disparities in education, income and home ownership.

The City of Middleton joins a global network of more than 154 certified cities and communities.

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About the U.S. Green Building Council

The U.S. Green Building Council (USGBC) is committed to a healthy, resilient, and equitable future for all through the development of green buildings, cities, and communities. For more than 20 years, USGBC has been advancing green building practices through the development of LEED, the world’s most widely used green building program. With the support of thousands of members, volunteers, and partners, USGBC provides robust green building education courses, a rigorous professional credentialing program, and advocates for effective public policies. It convenes an international network of green building and sustainability leaders through the annual Greenbuild International Conference & Expo, and forward-thinking programs, including the Center for Green Schools. For more information, visit usgbc.org and connect on Twitter, Facebook, Instagram and LinkedIn.

“Trick or Treat is an opportunity for our neighborhoods and the community to come together to provide a fun, safe environment for children and families to celebrate with one another,” said Mayor Emily Kuhn. “I can’t wait to see everyone’s costumes and decorations this year. Have a safe and fun Halloween, Middleton!”

The Middleton Police Department encourages safety and supervision during the annual Trick or Treat season. It is especially important for parents to adhere to a few safety rules for their children when they are trick-or-treating:

• Know your kid’s route
• Take a flashlight
• Be sure costumes, shoes, and treat bags are safe
• Remind kids not to enter strangers’ homes or cars
• Set rules about not eating treats until kids get home & be sure to inspect all treats before allowing kids to eat them
• Candy that has been opened should be thrown away & any homemade treats or fruit should be inspected closely
• Remember drivers have a hard time seeing people, especially at dusk
• Never cross the street between parked cars
• Watch open flames from jack-o-lanterns as they can catch costumes and long wigs on fire
• Make sure that fake knives, swords & guns are made from cardboard or other flexible materials to avoid accidental injury or worse, have them mistaken for the real thing!

It is also important to ensure that your home is safe and accessible to trick-or-treaters. As adults, there are some very simple things we can do to make the evening safe for everyone:

• Turn on your porch light
• Remove objects from your yard that might present a hazard
• Drive extra carefully all evening.  You never know what creature may suddenly cross your path!
• Report any suspicious or criminal activity to the police

Congratulations to all the Middleton businesses who won gold, silver and bronze for the Best of Madison 2023 awards. A total of 39 Middleton businesses were awarded, see the list below.

A full list of all the Best of Madison 2023 winners can be found here.

Food and Drink

• Bakery – Bread: Clasen’s European Bakery (bronze)
• Bar for beer: Longtable Beer Cafe (bronze)
• Breakfast: Hubbard Avenue Diner (silver)
• Burger: Nitty Gritty (bronze)
• Chicken Wings: Monk’s Bar & Grill (silver)
• Chinese: Imperial Garden (gold), Taigu (silver)
• Coffee Roasters: Barriques (silver)
• Coffee Shop: Grace Coffee Co. (bronze)
• Diner: Hubbard Avenue Diner (silver)
• Fried cheese curd: Craftsman Table & Tap (silver)
• Ice cream: Chocolate Shoppe Ice Cream Co. (gold)
• Margarita: Pasqual’s Cantina (silver)
• New Orleans/Cajun Style: Louisianne’s Etc. (gold)
• Sports Bar: Monk’s Bar & Grill (bronze)

Shopping

• Specialty Food Store: Willy Street Co-op (silver), National Mustard Museum (bronze)
• Gift shop/specialty store: National Mustard Museum (bronze)
• Grocery Store: Willy Street Co-op (bronze)
• Jeweler: Chalmers Jewelers (silver)
• Outdoor living: The Bruce Company (silver)
• Shoes: DSW Designer Shoe Warehouse (bronze)

Health and Recreation

• Alternative Fitness Center: Burn Boot Camp (gold)
• Golf Course: Pleasant View Golf Course (silver)
• Golf instructor: Jeremy Cabalka, Pleasant View Golf Course (silver)
• Martial Arts Studio: Silver Lining Taekwon-do (gold)

Car Dealerships and Auto Body and Shops

• Auto body repair: Zimbrick (gold)
• Auto Parts: Zimbrick (gold), O’Reilly Auto Parts (silver), NAPA (bronze)
• Dealer Auto Service Shop: Zimbrick (gold)
• Domestic Auto Dealer: Zimbrick (gold)
• Import auto dealer: Zimbrick (gold)
• Used car dealer: Schoepp Motors (bronze)

Banking and Financial Services

• Mortgage Lender: Summit Credit Union (gold), UW Credit Union (silver)
• Wealth Management: Summit Credit Union (silver)
• WI Bank: Lake Ridge Bank (gold), Associated Bank (silver), Park Bank (bronze)
• Wisconsin Credit Union: UW Credit Union (gold), Summit Credit Union (silver)

Medical Services

• Assisted Living: Attic Angel Community (silver)
• Chiropractor: LSM Chiropractic (gold)
• Cosmetic Surgery Center: Robertson Cosmetic Center (gold)
• Dental Practice: First Choice Dental (silver)
• Eye Care:  Isthmus Eye Care (silver)
• Retirement Community: Attic Angel Community (gold)

Other Services:

• Dry Cleaner: Master Cleaners (bronze)
• Exterior Cleaning Services: Skyline Services Inc (silver)
• Flooring:  Nonn’s (gold)
• Kitchen & Bath Design:  Nonn’s (gold)
• Lawn, Garden & Landscape: The Bruce Company (gold)

“Dane County has a vibrant culture of biking, hiking, and walking and we are home to some of the best trails in the country,” said Dane County Executive Joe Parisi. “This corridor trail enhances our resident’s quality of life and we are thrilled to have the restoration complete.”

The Trail was closed in 2018 after summer flooding damaged the trail, requiring six total bridge abutments and railing replacements, four culvert replacements, three culvert extensions, several landslide clean-ups, significant stream/ trail embankment restoration, and paving and pathway restoration. 

“The flooding of 2018 did not dampen our members’ support for the Creek Corridor and the Conservancy”, noted Friends of Pheasant Branch Conservancy Co-President Pam Shannon. “From day one, we worked closely with the City of Middleton on safety issues due to significant storm damage and on creek corridor restoration planning.”

While some initial repairs were completed by City and County staff, the remainder of the restoration was not completed until recently, with $328,985.44 in funding from the Federal Emergency Management Administration (FEMA) and $900,000 from Dane County.

“We’re so excited to have the Corridor Creek Trail open again and more resilient to future storm events,” said Middleton Mayor Emily Kuhn. “We appreciate everyone’s patience while the trail was closed and look forward to welcoming everyone back to this outdoor attraction.”

The Corridor Creek trail follows a lush wooded creek through Middleton.  Its east end is anchored by the beautiful Pheasant Branch Conservancy. Considered one of the most unique passive recreation areas in Dane County, more than 300 acres offer an upland oak savanna and lowland wetland prairie known for stunning shady trails, wooden footbridges, and river stepping stones. The Conservancy and Trail sees as many as 30,000 visitors a year. 

“We are pleased to welcome back neighbors and friends to this gem of our community and Dane County,” said Parks and Recreation Director Kiley Scherer.  “Pheasant Branch Conservancy, in the heart of Middleton, is one our region’s most valued connections to outdoor recreational destinations. As a core experience for our department, we hope everyone can enjoy the peace and tranquility of this paradise.”

Learn more about the Pheasant Branch Creek Corridor here.

“Making the switch to unleaded fuel will help our operations be more environmentally friendly,” Bryan Gadow, City Administrator said. “Swift Fuel’s UL94 will also provide safer working conditions to our fuel-handling employees by eliminating exposure to leaded fuel.” 

Partnering with Swift Fuels, a fuel research and development company based in Indiana, the first shipment of unleaded aviation fuel known as UL94 arrived at Morey Field in July. 

“This is the right thing to do for our community,” said Mayor Emily Kuhn. “This is another example of how the City of Middleton is proactive in ensuring the safety of our neighbors and airport employees.” 

Unleaded fuel, while used in cars for the past 50 years, is not the standard in piston-engine aircraft. Instead, piston aircraft engines need a higher-octane fuel, which requires a lead additive. Swift Fuels’ newly developed UL94 product is lead-free and approved for use in approximately 70% of the existing piston aircraft fleet, but it is still in the early adoption phase. With UL94, engines will run smoother and have fewer mechanical issues, such as fouled spark plugs. Although not all of the aircraft housed at Morey Field can utilize the new UL94 fuel, those that can are encouraged to make the switchover to this alternative.  

Middleton’s Municipal airport supports regional economic development and general aviation activities with more than 41,000 operations each year and is committed to ensuring safe, environmentally conscious, and socially responsible access to aviation services. 

As research continues nationwide to identify and develop an unleaded aviation gas that is suitable for all aircraft, The City of Middleton remains committed to working with fuel suppliers and aircraft owners to make this transition as seamless and effective as possible. 

“Tourism rebounded in a big way for Middleton in 2022,” said Mari Olson, director of tourism at Visit Middleton. “And it was all led by leisure and group travel. People wanted to get out and travel, share experiences with friends and family again, and Middleton was more than happy to welcome them.” 

Recently, Olson provided a brief recap to the City of Middleton’s Common Council on the 2022 results of the Tourism Economic Impact Report, created by Tourism Economics, an Oxford Economics company. 

Middleton tourism brought in $183 million in visitor spending through its nine hotels, food and beverage, recreation, retail and transportation, reported by Tourism Economics. Middleton visitor spending in 2022 also rose by 32 percent, a $45 million increase from 2021. This number surpassed pre-pandemic spending in 2019 by 4 percent. 

“Last year, Middleton’s lodging tax revenue was up 67.3 percent from 2021,” Olson said. “That is nearly at 2019’s revenue level, which of course we were ecstatic to see. Our second quarter last year actually surpassed 2019’s Q2.” 

According to Tourism Economics, last year, Middleton tourism supported 1,603 jobs across various industry sectors and generated $32.4 million in state and local tax revenue. 

Middleton hosts nine hotels, as well as the county’s largest convention center hotel. In addition to lodging, the city’s 70-plus dining spots, 50-plus shops, and local attractions like the National Mustard Museum and Capital Brewery & Bier Garten, make it an ideal leisure destination for day trips and weekend stays. 

“The fact that Middleton has all these wonderful options to offer visitors, from dining to shopping, definitely appeals to that leisure traveler, but we are surrounded by an award-winning golf course, more than 500 acres of gorgeous conservancy land, Lake Mendota, and we have 27 miles of trails — these aspects make us special,” Olson said. “We can really appeal to a lot of demographics in experiences-seekers.” 

“We like to say ‘it’s the middle things’ that make Middleton what it is,” she said. “As in, it’s the middle things that make this city unique, special, charming — you look around from any angle — from a sidewalk café or a kayak — and you are going to see exactly what we mean.” 

In looking at 2023, Olson said that first quarter revenue for Middleton increased by nearly 20 percent from last year and that second quarter has not been reported yet. 

“It isn’t too late to start thinking about end-of-summer plans,” she said. “And Wisconsin in the fall, there’s just no place like it. Watch our website and social channels for fall favorites around Middleton. Two words: pumpkin pyramid.” 

MIDDLETON, Wis. – Enjoy the weather, a walk and a wonderful story while visiting Middleton’s charming downtown.

The Middleton Public Library and Downtown Middleton Business Association have selected their summer StoryWalk®, “Jabari Jumps,” by Gaia Cornwall, starting June 10 and running through Aug. 27. All are invited to venture from stop to stop, while following along with Jabari as he overcomes his fears and makes the big jump.

Middleton has hosted StoryWalks® since 2020, allowing families to follow along with a story, page by page, by visiting 22 stops throughout Downtown Middleton. The stops will have an illustrated poster and can be viewable on a numbered map. Pick up a StoryWalk® map at the Middleton Public Library or download one online at www.downtownmiddleton.com/summerstorywalk.  

Some children will even receive their own copy of the book, while supplies last.

“Thanks to the Friends of the Middleton Public Library, we are able to offer a free book to the first 500 kids who stop by the Middleton Public Library and pick up their StoryWalk® map,” said Katie Ganser, head of youth services at Middleton Public Library.

If interested in donating toward the next StoryWalk® in Middleton, reach out to the Middleton Public Library at jsansing@midlibrary.org – not all StoryWalks® can afford to provide free books to children and donations to the program help make this possible.

​StoryWalk® is presented by Middleton Public Library, Downtown Middleton Business Association and Friends of the Middleton Public Library. The StoryWalk® Project was created by Anne Ferguson of Montpelier, Vt., and developed in collaboration with the Kellogg-Hubbard Library. ​StoryWalk® is a registered service mark.

For more information about Middleton’s StoryWalk®, please visit www.DowntownMiddleton.com.

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CONTACT: Andrea Van Nest, DMBA President, downtownmiddleton@gmail.com

CONTACT : Jocelyne Sansing, Library Director, Middleton Public Library, jsansing@midlibrary.org, 608-827-7425

StoryWalk® adventures are back in Downtown Middleton.

Middleton Public Library and Downtown Middleton Business Association are teaming up once again to bring stories to life through an outdoor, interactive storytelling experience.

This spring’s StoryWalk® will feature the book “The Cars and Trucks Book,” by Todd Parr, which brings his trademark bright colors and bold lines in this book about cars, trucks, and occasionally buses.  This is Middleton’s ninth StoryWalk® and will take place March 24 through May 28.

“We wanted to find a way to include children and families in the excitement downtown with the new construction of Stone Horse Green — the downtown community space that is being built on Hubbard Avenue,” said Andrea Van Nest, DMBA president and co-owner of the Longtable Beer Cafe. “Using construction as our StoryWalk® theme and pairing it with a Hard Hat Club sounded like the perfect way to reach kids who love construction trucks and machinery and generate some excitement for the project.”

What is a StoryWalk®?

A StoryWalk® allows families to follow the book, page by page, by visiting 26 stops throughout Downtown Middleton. The stops will have an illustrated poster and can be viewable on a numbered map.

Pick up a StoryWalk® map at the Middleton Public Library or download one online here. A free copy of the book will be available to the first 500 kids.

And this spring, some children will even receive their own copy of the book.

“Thanks to the Friends of the Middleton Public Library, we are able to offer a free book to the first 500 kids who stop by the Middleton Public Library and pick up their StoryWalk® map,” said Katie Ganser, head of youth services at Middleton Public Library.

Want to support the library’s next StoryWalk®?

If interested in donating to the next StoryWalk®’s activities and book giveaways, please reach out to the Middleton Public Library at jsansing@midlibrary.org. Not all StoryWalks® can afford to provide free books to children; donations to the program help make this possible.

StoryWalk® is presented by Middleton Public Library and Downtown Middleton Business Association. The StoryWalk® Project was created by Anne Ferguson of Montpelier, Vt., and developed in collaboration with the Kellogg-Hubbard Library.

Visit Middleton’s winter clothing drive closes after 600-plus donations

MIDDLETON, Wis. — “Keeping Neighbors Warm,” Visit Middleton’s winter clothing drive, ended two weeks ago and with it, more than 600 items were donated.

“We are ever so grateful to the Middleton community for its generosity and we know these donations have been welcome at Middleton Outreach Ministry,” said Mari Olson, director of tourism for Visit Middleton. “Thank you to everyone who donated and to the locations that welcomed those donations for us.”

Visit Middleton, the city’s tourism department, organized a winter weather gear drive Nov. 23-Dec. 21 within the city with drop-off locations at Keva Sports Center, Middleton Public Library, Willy Street Co-op West, and the Middleton Visitor Center. There were 607 items donated, including snow boots, coats, hats, scarves and gloves.

This was the first year for “Keeping Neighbors Warm,” a winter drive replacing Travel Wisconsin’s “Big Bundle Up,” which Middleton participated in for six years before the program ended.

All donations were picked up weekly and given to Middleton Outreach Ministry for distribution.

This will be the first year for “Keeping Neighbors Warm,” a warm winter clothing drive hosted through Visit Middleton, the City of Middleton’s tourism department, but it will be the seventh year the office has participated in a clothing drive.

In years past, the Wisconsin Department of Tourism organized a statewide winter clothing drive with all tourism offices, called the Big Bundle Up. When the department announced this year that it is ending that program, Visit Middleton decided to create its own.

“This winter clothing drive is important to our community and residents around us, and it has become a valued seasonal tradition for the city,” said Mari Olson, director of tourism. “It was a simple decision to carry on — just under a new name.”

Residents may donate new or gently used warm winter gear to “Keeping Neighbors Warm” beginning Wednesday, Nov. 23, through noon on Wednesday, Dec. 21. Locations for drop-off include: Keva Sports Center (8312 Forsythia Street), Middleton Public Library (7425 Hubbard Avenue), Willy Street Co-op West (6825 University Avenue), and the Middleton Visitor Center (1811 Parmenter Street). Suggested items include winter coats, snow pants, hats, gloves, scarves and boots for all ages.

Each week, Visit Middleton staff will collect the winter items and deliver them to Middleton Outreach Ministry (MOM) for distribution.

“The cost of making a difference in someone’s life can be no more than donating that extra, unused coat in the back of your closet, or purchasing a pair of children’s gloves,” Olson added. “Such a simple gesture has such tremendous worth. It’s not about the item donated, it’s about a community that values its neighbors.”

StoryWalk® adventures are back in Downtown Middleton.

Middleton Public Library and Downtown Middleton Business Association are teaming up once again to bring stories to life through an outdoor, interactive storytelling experience.

This summer’s StoryWalk® will feature the book “Dump Truck Disco,” by Skye Silver, and tells the story of Dump Truck Daisy and friends who are on a secret nighttime mission to build a playground.  This is Middleton’s sixth StoryWalk® and will take place June 1 through Aug. 31.

It will also kick off DMBA’s new children’s Hard Hat Club.

“We wanted to find a way to include children and families in the excitement downtown with the new construction of Stone Horse Green — the downtown community space that is being built on Hubbard Avenue,” said Andrea Van Nest, DMBA president and co-owner of the Longtable Beer Cafe. “Using construction as our StoryWalk® theme and pairing it with a Hard Hat Club sounded like the perfect way to reach kids who love construction trucks and machinery and generate some excitement for the project.”

What is a StoryWalk®?

A StoryWalk® allows families to follow the book, page by page, by visiting 22 stops throughout Downtown Middleton. The stops will have an illustrated poster and can be viewable on a numbered map. Pick up a StoryWalk® map at the Middleton Public Library or download one online at midlibrary.org/children and www.downtownmiddleton.com/storywalk.

And this summer, some children will even receive their own copy of the book.

“Thanks to the Friends of the Middleton Public Library, this summer we are able to offer a free book to the first 425 kids who stop by the Middleton Public Library and pick up their StoryWalk® map,” said Katie Ganser, head of youth services at Middleton Public Library.

How to become a member of the DMBA children’s Hard Hat Club:

The first 100 children to register for the Hard Hat Club will receive a membership card, hard hat and goody bag donated by Daniel’s Construction. Members will receive exclusive offers, construction-themed stickers, activity sheets, and other items, as well as advance notice of special events throughout the summer from DMBA and municipal partners. To register, parents and caregivers can text HARDHATCLUB to 22828. Membership kits can also be picked up at several locations downtown. Click here for full details. There is no cost to join.

Want to support the library’s next StoryWalk®?

If interested in donating toward the next StoryWalk®’s activities and book giveaways, please reach out to the Middleton Public Library at kaganser@midlibrary.org. Not all StoryWalks® can afford to provide free books to children and donations to the program help make this possible.

Safety guidelines: Please practice social distancing during your StoryWalk®, giving others six feet of space, and follow Dane County Public Health guidelines regarding COVID-19, including staying home if sick or presenting symptoms.

StoryWalk® is presented by Middleton Public Library and Downtown Middleton Business Association. The StoryWalk® Project was created by Anne Ferguson of Montpelier, Vt., and developed in collaboration with the Kellogg-Hubbard Library.

Middleton is conveniently located within an hour of many regional attractions. We welcome you to stay at one of our nine hotels, all minutes from downtown Middleton and Madison, and EXPLORE.

Make us your home base as you embark on day trips all around and discover all that Middleton has to offer.

Right here in Middleton, enjoy 70 restaurants, cafes and ice cream shops, and 55 places to shop between the Downtown district and Greenway Station. And don’t forget our amazing outdoors spaces, from the award-winning Pleasant View Golf Course, to 519 acres of protected land at Pheasant Branch Conservancy, and getting on the water at Lake Mendota.

Speaking of award-winning, Capital Brewery & Bier Garten, and Hidden Cave Cidery, are local gems, along with the super relaxing Grape Water Wine Bar.

Check out our free 2022 visitor guide, download, view or order one by mail HERE. This illustrated map appears on pages 40-41.

Here are just some of the places you’ll find less than an hour away!

This map may not be reproduced or resold and is the sole property of Visit Middleton

Tourism, on a community level, greatly contributes to an economy; but on a personal level, travel feeds the soul.

This is exactly what the City of Middleton’s tourism staff used as momentum through a rebranding process that spanned the length of the pandemic — a brand that was announced Tuesday night at the Middleton Common Council meeting and officially launched today via their social channels.

Watch the official launch video here on YouTube.

“We are excited to share Visit Middleton’s new look with the public and our visitors,” said Julie Peterman, director of tourism. “We feel it represents the tone and style of Middleton and showcases how much the city has grown and how much it has to offer.”

The rebrand includes a new name and tagline for the department — Visit Middleton, it’s the middle things — that is in keeping with tourism trends, a logo that reflects the spirit of travel, and a new style with language that more currently mirrors the community as well as speaks to where it’s going.

“Middleton has an uncanny ability to project a quiet, eclectic charm while always being on the move,” said Mike Davis, city administrator for Middleton. “Middleton is forward-thinking and forward-moving and constantly growing. We’re so proud of the direction the city is going and rebranding our tourism department, anticipating a return to gathering and travel, is an excellent example of the positivity that drives so much of what we do.”

The rebrand process began in February 2020. It was only weeks later, when the pandemic was declared and offices nationwide were closing — that a decision had to be made to continue the interviewing process for branding agencies, or put the project on pause.

The tourism staff, consisting of three employees — Peterman; Mari Olson, marketing manager; and Laura Portz, convention and events services manager — decided to carry the project through. Interviews for an agency were done by committee and in a hybrid setting, with Boelter+Lincoln, of Milwaukee, chosen as a partner for the project. The first phase of the project — research and discovery — were conducted via virtual workshops and online surveys. The photo and video shoots were postponed until summer 2021 in hopes the pandemic would be a distant memory, but instead were carefully designed around current masking orders and health protocols.

“Rebranding the department was a goal made several years ago when I was first hired, and we knew the pandemic would require flexibility and some creative work-arounds, but our ultimate goal was always to see it through,” Peterman said. “Trends were showing early last year that drive markets would begin returning in summer and we began seeing visitors in April — taking advantage of our outdoor spaces, as well as shopping and dining.”

With Pheasant Branch Conservancy to the north, Pleasant View Golf Course to the west, Lake Mendota to the east, and sharing borders with the city of Madison, the City of Middleton has something to offer every traveler. Enjoy more than 70 dining and 50 shopping locations with a choice of nine hotels, as well as the area’s largest convention center hotel.

Begin following Visit Middleton on Facebook.
Follow Visit Middleton on Instagram.

MIDDLETON, WI — In the City of Middleton’s sixth year participating in the Big Bundle Up, the city brought in 746 winter-weather clothing items to be donated to Middleton Outreach Ministry.

The Big Bundle Up is a statewide clothing drive organized by the Wisconsin Department of Tourism in partnership with local tourism departments. Middleton Tourism held its Big Bundle Up from Nov. 15 to Dec. 17, 2021, at drop-off locations at Keva Sports Center, Willy Street Co-op-West, and Middleton Public Library. Each week, Middleton Tourism staff collected the items and brought them to MOM for distribution.

“It is always heartening to see the donations come in and to see how our community answers the call for help each year,” said Julie Peterman, director of tourism. “These donations will assist hundreds of people this winter.”

Residents may donate new or gently used warm winter gear to this year’s Big Bundle Up beginning Monday, Nov. 15, through noon on Friday, Dec. 17. Locations for drop-off include: Keva Sports Center (8312 Forsythia Street), Middleton Public Library (7425 Hubbard Avenue), and Willy Street Co-op West (6825 University Avenue). Suggested items include hats, mittens, coats, snow pants and other warm clothing.

Each week, Middleton Tourism staff will collect the winter items and deliver them to Middleton Outreach Ministry (MOM) for distribution.

“Winter donations are so important as the temperatures drop. Kids should be playing outside, and families need to stay warm and dry,” said Ellen Carlson, executive director for MOM. “Winter clothing is expensive, so donations of these resources go a long way in creating stability for people in our community!”

MOM is specifically looking for jackets/coats for teens and adults — sizes 6 through adult medium — and snow pants in all sizes, as well as winter boots for children.

This is the 11th year that the Wisconsin Department of Tourism has collaborated statewide with other tourism offices to collect warm winter clothing to donate to local organizations, and the sixth year for the City of Middleton. To date, the program has collected more than 200,000 warm winter items statewide to help families in need. Last year, the City of Middleton broke its own record with 1,673 items donated to Middleton Outreach Ministry, Joining Forces for Families, the Middleton Cross Plains Area School District, and the Salvation Army of Dane County.

“We continue to be humbled by the Middleton community and business partners who support the Big Bundle Up — as well as other community fundraisers — each year,” said Julie K. Peterman, director of tourism. “We know the recipients of these gifts are so grateful.”

MIDDLETON, Wis. — Halloween fun returns to downtown Middleton with this season’s newest StoryWalk® adventure.

Come downtown to Middleton Oct. 1-31 for an outdoor, interactive reading of “Trick Arr Treat,” by Leslie Kimmelman and illustrated by Jorge Monlongo — the story about children looking for adventure on Halloween by dressing up as pirates and seeking “treasure” from their neighbors.

The StoryWalk® takes readers on a 23-stop reading adventure to different businesses to read a page or two from the book with a coordinating activity. The map and businesses are numbered so that readers can follow the stops in order and find out what happens next in the story.

Begin at the Middleton Public Library to pick up a free map and guide to the StoryWalk®, as well as one free copy of the book while supplies last, provided by Friends of the Middleton Public Library. StoryWalk® maps are also available online at the Downtown Middleton website.

“Kids will love the fun pirate theme, the many different Halloween costumes, and the wonderful pictures,” said Katie Ganser, Youth Services Librarian at the Middleton Public Library. “All of the StoryWalks® are fun, but the Halloween one, with families roaming around downtown in costumes, makes it even better.”

Although there will not be a downtown trick-or-treat event this year, participants are welcome and encouraged to enjoy the StoryWalk® in full costume. Snap some photos along the way and tag Downtown Middleton, the Middleton Public Library or Middleton Tourism and your photos might even be reshared to their social media pages.

This is Downtown Middleton Business Association and the library’s fifth StoryWalk® since launching last October.

Safety guidelines: Please practice social distancing during your StoryWalk®, giving others six feet of space, and follow Dane County Public Health guidelines regarding COVID-19.

Follow the posters in business windows or out on the their lawns for a page-by-page adventure through downtown Middleton! This Halloween’s StoryWalk is “Trick Arr Treat!”

StoryWalk® is presented by Middleton Public Library and the DMBA. The StoryWalk® Project was created by Anne Ferguson of Montpelier, Vt., and developed in collaboration with the Kellogg-Hubbard Library.

StoryWalk® is a registered service mark. For more information about Middleton’s StoryWalk®, please visit the Downtown Middleton page www.downtownmiddleton.com/storywalk.

“Despite the difficulties, the industry showed remarkable resilience and the term ‘pivot’ became the mantra to all,” said Julie Peterman, director of Middleton Tourism. “The tourism industry, state and nationwide, came together to share ideas, resources and show support through a heartbreaking year that challenged individuals personally, as well as professionally.”

Hospitality workers faced job and wage losses while tourism offices cut budgets, redirected efforts to stimulate local economy growth, and in many cases, reduced staffing levels. Middleton Tourism’s staff remained intact and continues to market toward economy growth while keeping their eyes on tourism trends.

“We are encouraged by the rapid rollout of the COVID-19 vaccine and trends are showing that tourism may begin its slow rebound more quickly than previously forecast,” Peterman said. “It will take years for tourism to reach the heights it experienced in 2019 — a banner year for the state of Wisconsin — but we are optimistic and ramping up for a busy summer season in Middleton.”

According to Longwoods International, 87 percent of Americans plan to travel in the next six months —some are dubbing the next few years as the Traveling Twenties as people engage in what’s being referred to as “revenge travel” to make up for the cancelled and lost plans of last year.

“It’s a great time to start planning a trip to the Good Neighbor City — whether it’s for the outdoor spaces, a shopping/spa weekend or just to enjoy the charm of the city,” Peterman said. “Middleton is open for business and we are ready to welcome visitors to our community.”
It is impossible to prepare for the future without acknowledging the past. The Power of Travel is witnessed by the effect the pandemic had on Middleton’s tourism outcomes. According to the Economic Impact of Tourism report by Tourism Economics, in 2020, visitor spending in Middleton fell by one-third, coming in at $118 million compared to $176.4 million in 2019. The largest declines in Middleton for 2020 were in lodging and recreation/entertainment spending. With gatherings banned for much of the year, and still under orders with capacity limits, this was to be expected.

Visitor spending directly supported nearly 1,350 jobs in Middleton in 2020 — down by 491 from 2019—and visitor-related spending, employment and business sales generated $26 million in state and local revenue in 2020, about $9 million less than the previous year.

In the past year, Middleton Tourism has collaborated on multiple marketing campaigns with various Middleton organizations and city departments to promote local business, as well as attractions like Pheasant Branch Conservancy, The National Mustard Museum, Pleasant View Golf Course and more.

Looking forward to the remainder of 2021 and 2022, tourism efforts will continue to support local while focusing on recovery efforts. Those recovery efforts will be galvanized by the successful vaccine rollout, consumer confidence and residential support, and future safety and health protocols.

“Following advice of the experts in health and safety, as well as tourism, Middleton Tourism will retarget our efforts in new markets in the coming year, reaching out to new regions,” Peterman said. “We think it’s important to continue to support our local economy, but we are also approaching a space in which it will be prudent for us to reengage with the traveler, as well as meeting planners, which in turn will also support our economy.”

Middleton Tourism will continue to collaborate with local organizations and city departments to promote the city to residents and visitors. For those interested in helping to promote the city, follow Middleton Tourism on facebook.com/MiddletonWI and @visit.middleton on Instagram, and take part in supporting the #PowerofTravel Sunday-Saturday, May 2-8, for National Travel and Tourism Week.

Dreamers are everywhere, at all ages, and Middleton’s new StoryWalk® celebrates them.

Families are invited to downtown Middleton to enjoy the city’s third StoryWalk®, beginning Tuesday, March 2, and continuing through May 2, with the story, “Dreamers,” by Yuyi Morales.

“It’s a beautifully illustrated story of one woman’s incredible journey to the United States,” said Lori Bell, Head of Youth Services at Middleton Public Library.

Families can follow the book through 25 illustrated posters around downtown. A numbered map can be picked up at the Middleton Public Library or downloaded online. The map and businesses are numbered so that readers can follow the stops in order and find out what happens next in the story.

StoryWalk® maps are also available online at midlibrary.org/children and downtownmiddleton.com/storywalk.

“We have had such great response from families who have taken our StoryWalks® and we hope to continue the project as long as there is interest,” Bell said.

The library hosted two previous StoryWalks® for Halloween and the winter months.

Past StoryWalk® adventures included a free copy of the book but funding was not available to do so at this time. The book is available to check out at the Middleton Public Library through curbside pick-up.

Safety guidelines: Please practice social distancing during your StoryWalk®, giving others six feet of space, and follow Dane County Public Health guidelines regarding COVID-19, including wearing face coverings indoors or in crowded spaces if 5 years or older, and staying home if sick or presenting symptoms.

StoryWalk® is presented by Middleton Public Library and Downtown Middleton Business Association. The StoryWalk® Project was created by Anne Ferguson of Montpelier, Vt., and developed in collaboration with the Kellogg-Hubbard Library.

StoryWalk® is a registered service mark. For more information about Middleton’s StoryWalk®, please visit the DMBA page downtownmiddleton.com/storywalk.