Art on the Town, Beaver Dam

Art on the Town studio undertakes a makeover

Art on the Town, a creative haven in the heart of Beaver Dam, needed a facelift as it grew to offer more services and expand its artistic and business capacity.

Opened in 2019, Art on the Town offers classes, paint-your-own pottery, drop-in artmaking experiences, exhibition space, and the use of its studio and materials for those looking to make art. But its look and physical layout made accomplishing that mission increasingly challenging.

“We wanted both the inside and the outside of our building to reflect the creativity that our amazing customers show every time they make something here at Art on the Town,” said owner Kris Schumacher-Rasmussen.

Growth spurs need for change

As the Front Street business grew to add more services, Schumacher-Rasmussen discovered the need for enhanced signage, upgraded displays, and improved interior circulation. She knew that a makeover would help guide customers to be more creative, learn more about art, and celebrate their own accomplishments. That meant creating well-designed spaces, including the studio, event spaces, and pottery room.

So, she turned to WEDC, entering the Main Street Makeover contest. The contest is open to businesses in communities that are part of the Wisconsin Main Street Program (the state’s signature downtown revitalization initiative) and provides selected businesses with funding to make change.

Ultimately, Art on the Town was selected as one of three Wisconsin businesses to receive a $5,000 grant to remake itself.

Building a better business, improved downtown

With help from WEDC and Retailworks Inc., a Milwaukee-based retail branding and design company, months of planning were soon underway. The community chipped in, too, with staff, volunteers, and local contractors working together to breathe life into those plans.

The interior and exterior changes were unveiled in the summer of 2023. Outside, new signage, a new awning, and a fresh coat of paint conveyed the business’s image and mission. Inside, the changes created a new ambience in the business’ three distinct spaces, helping guests feed their creative spirits. The changes have contributed to the vitality of Beaver Dam’s downtown district as well.

WEDC Secretary and CEO Missy Hughes noted that small businesses are at the heart of a successful downtown.

“Art on the Town’s new space will bring increased creative opportunities to Beaver Dam residents and bring new life to the downtown community,” Hughes said.

Beaver Dam Chamber of Commerce Director Tracy Propst also recognized the value of the makeover to the city’s downtown.

“I can’t think of a more deserving recipient of this makeover than Art on the Town,” said Propst. “Kris and their team have poured their time, energy, and funds into providing this wonderful artistic space for our community.”