Downtown Princeton, Wisconsin has been revitalized one specialty shop at a time
Posted: Dec. 26, 2006
Princeton - This is a love story, a business story, a rural story.
They met cute on a fashion shoot in Chicago. He was handsome. She
was pretty. But they knew the modeling racket wasn't a long-term gig.
They wanted to start a family, a business. They looked at the prices in
Chicago and decided they could do better somewhere else.
So one day in 1991, they sold out, packed up and headed to an old
farmhouse on the edge of this Wisconsin town in the lush landscape of
Green Lake County. And they began to paint furniture, stylish stuff
that gained a following in America's urban homes.
The business grew and one thing led to another, and they decided to
take an even bigger plunge and create a showroom for their exquisite
wares. So in 1996 they purchased two sturdy buildings and another that
needed to be torn down in what was then a fairly dilapidated downtown
of storefronts, old bars and an old Pabst Blue Ribbon sign.
And that is how Tracy and John Porter, the guiding lights behind the
Tracy Porter brand of home décor, fashion and jewelry, took the first
step that would lead to the rebirth of Princeton's downtown.
"Anyone who wants to be an entrepreneur should consider any small town," Tracy Porter says.
There is a lot of talk and planning about creating a vibrant future
for Wisconsin's farms and rural communities. But in Princeton, the
future is already here. It takes shape every day.
In an era when big-box stores often drain the life from rural downtowns, Princeton's main shopping street is alive and well.
Not every rural community can become another Princeton, with a main
shopping thoroughfare along Water St. that is dotted with stores
devoted to antiques, gifts, clothes, spices, candles, art objects and
gardening supplies, plus a couple of fine restaurants.
For one thing, Princeton is blessed by being near the tourist spot
of Green Lake and the college town of Ripon, becoming a draw for
vacationers eager to spend money on rainy afternoons.
For another, even before the Porters and other shopkeepers arrived,
Princeton was already home to a thriving Saturday flea market.
But small-town success stories don't happen just because of
location. Something special has to take place, a unique convergence of
interests, personalities, ideas.
It happened in Princeton.
And it can happen everywhere, say the Porters, who last year moved
their operation again, selling the Princeton store to her sister and
setting up the business in nearby Ripon.
"Charm is huge," Tracy Porter says. "Towns should think about young
families, about schools, about people wanting to go out and shop. There
are things that help a little town, and shopping helps any small town."
The Porters say they're constantly asked by friends just what can be done from a rural location.
"Anything," John Porter says.
"You have to climb outside your box," Tracy Porter says. "Anything you can do from somewhere else you can do in a small town."
Take the Porters. Their brand is their business, licensing designs
and trademarks to manufacturers as well as running a mail-order
operation. Today they run their firm from the 7,200-square foot,
19th-century Oddfellows Lodge near Ripon's police station. Step inside
the building, and it's like stepping inside a trendy urban loft, all
hardwood floors, open spaces, bright light pouring in through windows.
The entire cost of purchasing and rehabbing the building was less
than $300,000, John Porter says. In a city like Chicago, New York or
San Francisco, the project would have cost millions.
"People ask me, 'How do you run a national company from a small
town?' " Tracy Porter says. "I tell them, 'How do you run a national
company from San Francisco? How do you afford the costs?' "
"My commute is seven minutes," John Porter says.
Try that in New York.
And here's the other thing about running a rural business: You can
live upstairs. That's what a lot of the entrepreneurs do in Princeton.
At the Water Street Gallery, Joan Dinco, 31, greets customers
downstairs while her 7-year-old daughter, Audrey, is in the upstairs
apartment, studying.
"I was looking for an escape from the city, a smaller town," says
Dinco, who quit her job as a skin care teacher, bought the business and
moved in spring from Whitefish Bay to Princeton.
Others blazed the path.
Across the street, Kristin and Dennis Galatowitsch run Twister, an
emporium filled with everything from plates and glasses to trendy
dresses and tops. They literally built the business from the ground up
in the mid-1990s, living for months in the cold, very damp basement
while restoring the building.
Others might have seen a 19th-century money pit when they started
work on the property, but not Dennis, an industrial engineer, nor
Kristin, an attorney. They hauled 25 tons of concrete from the
building, sandblasted walls, stripped floors, bolstered ceilings.
Upstairs, they poured concrete countertops, rewired, put a weight
room off the living room - a full set of weight machines and cow mats
from Fleet Farm make quite a fashion statement.
They didn't even own the joint for two years, leasing the building for $200 a month before purchasing it outright for $110,000.
"There were 14 vacant buildings in town when we bought this," Dennis Galatowitsch says.
The shop fronts are mostly filled. Business is good.
"You have all these great building fronts, all within two blocks,
all structurally sound," Kristin Galatowitsch says. "And then you've
got this bucolic setting, so you can have a beautiful downtown."
Kristin Galatowitsch is the president of the city council. Others
from across the state ask her how to rebuild rural downtowns. There are
no easy solutions, she tells them.
"It comes down to independent people ending up somewhere
collectively," she says. "It's a certain amount of people with energy,
lending legitimacy to what is going on. You get a few good people, and
it will build itself."
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