With the busy summer season coming to an end and the North Woods entering into the calmer shoulder season, local chambers of commerce have had some breathing room to reflect on the hard work put in over the last year.
Three Lakes Area Visitors Bureau took a look back during its recent community awards night held Oct. 22 at Big Stone Golf Course. During the evening, attendees were able to catch up on what’s new in town as well as meet the nonprofit members and business owners who received awards.
Jacqui Sharpe, executive director of the bureau, first highlighted happenings within the town, which included four ribbon-cuttings for new businesses along with an upcoming one scheduled, and four event advertising grants that were awarded to bureau partners — two of which were for brand new events.
But the big emphasis was put on developments being made to address the lodging issues in Three Lakes.
“As we continue to support our partners and the amazing work they do, we recognize that if there’s nowhere for visitors to stay, people will spend their time and money in other nearby communities,” Sharpe said. “Our work in this space is two-fold — first we’ve worked closely with our town government and Supervisor Collette Sorgel to work towards an amendment to the Oneida County Zoning Code that would allow for shorter short-term rentals, removing the week-long minimum stay we currently have.
“Second, we’ve spearheaded the development of a new hotel and are thrilled to bring a Cobblestone hotel to our downtown. There’s still work to be done, but we’re eagerly anticipating the economic impact a new hotel will have in the community.” (See related hotel story on pg. 1A.)
Sharpe also was appointed to the Governor’s Council on Tourism to represent the North Woods, bringing her understanding of small-town challenges in order to help smaller destinations all over the state.
“Having a voice on the council allows communities like ours to let the state Department of Tourism know what our needs are in a community that may not have the larger recognition, but fully relies on tourism to keep our economic engine running,” she said.
Sharpe said Three Lakes also was selected into the second cohort of the Wisconsin Rural Entrepreneurial Venture program. “It’s a three-year program through UW-Extension that will allow us to support the current business community and help form a community ecosystem that welcomes and creates new entrepreneurs,” she said.
“We’ve also applied for the next round of Wisconsin Economic Development Corp.’s Small Business Development Grant. If selected, the money would pass through to our partners and allow them to create building and facade improvements through the Three Lakes Business Transformation Grant.”
Another exciting move has been a new partnership with the school to hire a senior student interested in marketing as a youth apprentice. Sharpe expects this partnership to help local students see the career options that already exist within the community while also building capacity in small businesses and organizations.
During the awards evening, Sharpe also touched on some of the town’s destination marketing campaigns this year, which included a geo-targeted campaign during the NFL draft that was held in Green Bay.
Following the recap of the town’s progress, community awards were given out in four categories — Ambassador of the Year, Business of the Year, Nonprofit of the Year, and Emerging Business of the Year.
Taking home Ambassador of the Year was Dan Stehl, owner of the Supply Station and the Brew Station.
This award is in its fifth year and is given to an individual who has exhibited exemplary service and commitment to Three Lakes over the past year, through time, energy, and dedication for the good of the community.
“Dan has a deep commitment to helping the entire business community thrive and to revitalize downtown. He is not only running two businesses, but has found time to serve on a number of boards,” Sharpe said. “He and his wife, Gina, who partners with him in both businesses, have created a community gathering place at the Brew Station. They are always willing to host groups big or small — this summer you could find a weekly Mahjong group, a Bible Study and multiple groups having board meetings — all outside groups meeting in the space.”
Sharpe applauded Stehl’s innovation, bringing in food trucks and live music, hosting game nights year round and truly creating a third space for people in the community. He also donates to local events and is involved wherever he’s able.
Other finalists in the ambassador contest included Janele Dupuis, Patty Wallesverd and Bill Hren.
Three Lakes Fish and Wildlife Improvement Association took honors as Nonprofit of the Year for its protection and preservation of the natural resources. In addition to its annual youth basketball tournament and kid’s free fishing day — which drew more than 100 kids last August despite rain — the association also reintroduced the ice fishing jamboree.
“The visitors bureau was thrilled to partner with Fish and Wildlife to create the Maple Lake Frozen Ice Challenge in February of 2025, which we will continue to provide marketing support for going forward,” Sharpe said. “The work they do behind the scenes allows the rest of Three Lakes to thrive.”
Other finalists included Three Lakes Women’s Club, St. Theresa’s Thrift Store, and Three Lakes Historical Society and Museum.
On the business side, 32 South Bar and Grill, owned by Jeremy Chaloupka, won the title of Emerging Business of the Year.
“In their fourth year, 32 South continues to innovate,” Sharpe said. “When they see a need, they fill it. Whether it’s new menu items or brand new events. This summer you could see live music, attend a flea market, race hot wheels cars or sample their new breakfast menu. They haven’t just settled in, they’ve continued to grow, expand and be involved in the community.”
Other finalists in the category were Artisan Oven Bakery, The Cheese Market and Gary’s Garbage.
Lick-a-Dee Splitz was voted Business of the Year for being a true cornerstone of the tourist experience in Three Lakes. Now in its 10th year under ownership by Elizabeth and Michael Rigby, Sharpe said, “No vacation is complete without a stop, or three, at Lick-a-Dee for ice cream.
“Beyond their role as a memory-maker for our visitors, second home owners and residents, Lick-a-Dee Splitz plays the important role of employer of so many local kids. With around 20 students employed every summer, our kids are able to learn leadership and customer service skills that will be with them the rest of their lives. Lick-a-dee is also very involved in the community, donating to all who need it and recently creating a brand new fundraiser for the PTO called Scoops for School,” she said.
Business of the Year finalists included Northland Marine, Three Lakes Shell and Bay Pines Cottages.
Three Lakes Area Visitors Bureau Board consists of President Missy Zanzinger of Downtown Three Lakes Inc.; Vice President Brian Fritz, AVP of Forward Bank; Treasurer, Matt Solatka, owner of Augie’s Lake Home; Secretary, Marcy Davies, owner of RevIV Aesthetics and Wellness; and Director Kevin Meyer, Northern Lights Snowmobile Club.
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