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Hidden ‘Treasure Island:’ Wisconsin demolition exposes shuttered store

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Hidden ‘Treasure Island:’ Wisconsin demolition exposes shuttered store


Take a look in any direction around the FOX6 TV station, and it is clear Brown Deer is growing. The village is amidst multiple major developments that will soon bring new apartments, shopping, and restaurants to Milwaukee’s North Shore. No project is bigger than what’s being called Riverside Landing.  

A hidden treasure

What we know:

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“All told, it’s going to be probably a four-year build-out,” said Brown Deer’s development director Nate Piotrowski. “It’s such a huge piece of land at really the gateway to Brown Deer.”

 As crews demolish what was once here, something unexpected happened.

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Demolition of Treasure Island store, Brown Deer

“I said to my husband, ‘Oh my God, I have to stop and get a picture of that,’” said Lynn Hunsicker.

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“And I thought, I haven’t thought of that place in years,” added Cynthia Taylor-Gray.

As an old facade is revealed by the construction of the development, memories have come flooding out.

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Demolition of Treasure Island store, Brown Deer

“It never occurred to me the old Treasure Island roof would still be intact under there,” said Karen Spinti.

Treasure Island revealed

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Dig deeper:

Discount store Treasure Island opened in the early 1960s. First in Appleton, and then in the exploding suburbs around Milwaukee.

“They had everything from hardware to underwear,” explained Cynthia Taylor-Gray.  

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Treasure Island won awards for its design. This picture was included in the August 1963 edition of Wisconsin Architect Magazine. Photos provided by Wollin Studios

Taylor-Gray said despite not being in one in decades, her memory has been jogged.

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“It felt like acres, just acres of retail merchandise,” added Karen Spinti.

Sprinti recalled getting dither when she dove into the clothes as a child.

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Treasure Island in 1963 as seen in Wisconsin Architect

“I remember having to go to the bathroom urgently and not being able to find my mom,” said Spinti.

The Madison Location of Treasure Island as seen in 1963 Wisconsin Architect Magazine

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For Lynn Hunsicker, her senses have returned.

“I really remember the smell when you first walked in because it had popcorn and hot dogs,” recalled Hunsicker.

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Treasure Island locations included full snack bars located at the front of the store. Picture appeared in 1963 Wisconsin Architect

It’s all coming back, as the store’s old look is revealed again.

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But for all the clothes and tools and food for sale, there was nothing more recognizable than what was on top.

“Shop under the squiggly roof,” said Hunsicker with a smile.

Designing The Squiggly Roof

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Designing the Squiggly Roof:

The squiggly roof isn’t just bringing back memories for shoppers.

“Frustrating for an 8-year-old, let me tell you. I spent a lot of time in the book section,” said architect Jim Shields.

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Shields’ memory is different than most. His parents didn’t just drag him to the retailer, his dad’s employer designed it.

The Milwaukee architecture firm led by Jordan Miller and George Waltz, where Shields’ dad worked as a structural engineer, had a number of high profile projects. 

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Key players

George Waltz graduated from Yale before starting the firm with Jordan Miller.

From Milwaukee’s airport terminal to the downtown post office, it was the firm’s decision to go with an untraditional wavy roof for a retailer that may go down as their biggest hit.

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“It’s called folded plate concrete. Normally, concrete is envisioned as a flat slab, or a plate. But in this circumstance, they could fold it up and down. And that gave it long-span capability,” explained Shields.

Courtesy: Dekalb Historyv Center

Branded as the squiggly roof, the design allowed Treasure Island’s massive stores to have fewer beams leading to a wide open floor space. The shape is so unmistakable, the roof was seen in nearly every ad.

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“All under the squiggly roof. That was their trademark,” said Merissa Howard with the Dakalb History Center near Atlanta, Georgia.

Courtesy: Dekalb History Center

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Howard said that Milwaukee design was soon being exported to her neck of the woods.

“They were absolutely massive. They were over 200,000 square feet, which to put into perspective, is bigger than a Costco,” said Howard.

Courtesy: Dekalb History Center

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Known as the Treasury in some states, by the late 1970s, the retailer started to struggle through a recession.

“They were too big. There’s too much competition,” said Howard.

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By the 1980s, Treasure Island’s run was over. The stores closed, and new retailers moved in. Those famous squiggly roofs went away. 

They’ve been there all along

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Dig deeper:

But if you look close enough you’ll realize those roofs never actually disappeared. Have you ever been behind a former Treasure Island location?  It’s worth a peek.

“They had a roof put over the top of it to keep it from leaking. So it was really hidden away,” said Jim Shields.

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Shields said most of the locations weren’t destroyed, they were simply retrofitted. The squiggly roofs were hidden under new flat roofs placed on top.

From Appleton to West Allis and Brookfield, a peek behind the buildings revealed the squiggly roofs have been there all along.

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New future for Brown Deer

Local perspective:

In Brown Deer, the old Treasure Island’s squiggly roof days are finally numbered.

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“It’s full circle. It definitely is,” said Piotrowski.

A new retailer is set to break ground on the site; one that also got it’s start in the 1960s.

“I think the new Target will be successful,” said Piotrowski.

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Out with the old, and in with the new. But those memories aren’t as easy to get rid of.

The Source: Information for this post was produced by the FOX6 news team, Barb Weber, The Dekalb History Center, and David Miller.

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Milwaukee, WI

Pat Murphy Hints Brewers Landed Star Infielder in Caleb Durbin Trade

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Pat Murphy Hints Brewers Landed Star Infielder in Caleb Durbin Trade


The Milwaukee Brewers were one of the more active teams in the league this offseason and it was one of the more shocking storylines to follow all winter.

They opted to trade Freddy Peralta to the New York Mets, which was a blockbuster deal, but it was expected. Peralta was on an expiring contract, and the Brewers were unlikely to be able to land a long-term deal with him. Milwaukee would much rather have control of Brandon Sproat and Jett Williams for the next five to seven years rather than a singular year of Peralta.

But they also traded Isaac Collins to the Kansas City Royals and Caleb Durbin to the Boston Red Sox. The Collins deal was a head scratcher, but the Durbin deal was the most shocking move of Milwaukee’s offseason.

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The Brewers traded Durbin and two other infielders to Boston in exchange for Kyle Harrison, David Hamilton, and Shane Drohan. Harrison is the biggest addition of the trade. Drohan has already flashed dominant potential this spring. Hamilton, who struggled last season, seemingly has the full belief of Brewers manager Pat Murphy.

David Hamilton could soon become a star for the Brewers

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Milwaukee Brewers infielder David Hamilton fields a grounder during spring training workouts Monday, February 16, 2026, at American Family Fields of Phoenix in Phoenix, Arizona. | Dave Kallmann / Milwaukee Journal Sentinel / USA TODAY NETWORK via Imagn Images

“He’s got so much ability in there, and he’s got experience, and he might be a utility player but I think he can be really good for us. I think he can take his offensive game to a whole other level,” Murphy said when talking about Hamilton, per Brewers beat writer Adam McCalvy.

Last season, Hamilton slashed .198/.257/.333 with a .590 OPS and a 63 OPS+. It was his third year in the big leagues and his second full year at the level and he’s yet to post an OPS+ over 100. But he’s still been worth 3.6 WAR over the last two years because of his defense and baserunning. The issue has been his bat. Even when he hit .248 in 2024, his OPS was under .700.

But Murphy seemingly believes Hamilton could take the next step at the plate, which would set him up to be a very good platoon infielder and versatile bat. He has the chance to quietly develop into a star with the Brewers if he can get his OPS over .700 and closer to .750. Obviously, this isn’t going to be easy, but Murphy seems to believe he’s closer to this breakout than many fans assume.

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Milwaukee, WI

Landmark Credit Union Live officially opens in Milwaukee

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Landmark Credit Union Live officially opens in Milwaukee


Landmark Credit Union Live, Milwaukee’s newest concert venue, opened its doors on Friday. And with the Bucks playing next door at the same time, the whole area was hopping.

What they’re saying:

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Fans flocked to Fiserv Forum to watch the team play the New York Knicks, and music lovers stood in line to see Rainbow Kitten Surprise on the opening night of Landmark Credit Union Live.

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“Very busy, very crowded the bars and restaurants,” said Ashley Evans. “That’d be great to add to the city again, to continue to bring more tourists out.”

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“This is going to be amazing. I’ve been wanting to see them for a very long time, so I’m very excited,” said Rachel Lococo.

Fans line up for the official opening of Landmark Credit Union Live

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Landmark Credit Union Live can host up to 4,500 people. Friday night’s show was sold out, drawing fans from places like Chicago, Minnesota, Iowa and elsewhere.

“Some people have driven from Indiana, so there’s a lot of people coming out tonight,” said Kade McCane, who came from Madison. “Honestly, really exciting to be among the first people who get to be there, and for RKS to be among the first people who will ever perform here, I hope this venue gets huge and big and becomes very popular.” 

The excitement was felt all around Milwaukee. Even the competition rolled out the welcome mat.

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“Our goal to grow as a city means that a lot of things have to happen. This is the very, tiny, small work that has to happen,” said Gary Witt, president and CEO of The Pabst Theater Group, which runs six nearby venues.

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“The introduction of any new business in the city, especially one that pays attention to the fact that we have spent 24 years growing the live culture economy in the city of Milwaukee, says to me that we’ve done our job.” 

Witt said live entertainment is an industry Milwaukee’s economy has been dependent on coming from visitors like those who turned out Friday.

The Source: FOX6 News interviewed the people in this story and referenced prior coverage related to the opening of Landmark Credit Union Live.

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Milwaukee, WI

Sheriff’s Office backpedals on controversial facial recognition deal

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Sheriff’s Office backpedals on controversial facial recognition deal


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  • The Milwaukee County Sheriff’s Office has decided against a contract for facial recognition technology.
  • Sheriff Denita Ball cited community concerns and the importance of public trust in the decision.
  • The move follows similar pushback that led the Milwaukee Police Department to pause its own pursuit of the technology.
  • Local officials and advocates have raised concerns about racial bias, surveillance, and civil rights violations.

The Milwaukee County Sheriff’s Office will not move forward on a potential deal to use facial recognition technology, Sheriff Denita Ball announced Friday.

In a statement on Feb. 27, Ball said after “thoughtful evaluation” and “meaningful dialogue” with community stakeholders and leaders, she decided to stop pursuing a contract with Biometrica, a Las Vegas-based company whose technology allows authorities to compare photos to a large database of photos for matches. 

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“While we recognize the potential of this software as an investigative tool, we also recognize that trust between the MCSO and the people we serve is important,” she said.

“My discussions with local advocates highlighted valid concerns regarding how such data could be accessed or perceived in the current national climate. This decision is not a retreat from innovation but rather an understanding that timing matters, too,” Ball said.

The Milwaukee Journal Sentinel reported on Feb. 17 that the Sheriff’s Office was on the verge of signing off on the use of facial recognition technology after news broke at a community advisory board meeting held by the office.

The update on the office’s sign-off on an intent to enter into a contract with Biometrica blindsided local officials and advocates because it contradicted earlier claims that the office had not moved forward with a controversial contract.

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At the time, supervisors on the county’s judiciary and legislation committee called for more information from the Sheriff’s Office about the nature of the then-potential contract.

Supervisor Justin Bielinski, who chairs the committee, said Ball’s decision to step away from the deal was good news, but said he was still feeling wary.

“I would like to see more I guess,” he said of the two paragraph statement from Ball. “At what point would she reconsider, right?”

County Executive David Crowley, who is running for governor as a Democrat, had also voiced concerns about a possible contract when news came to light earlier this month.

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After learning of Ball’s decision to not move forward with Biometrica, Crowley thanked community members who voiced concerns about facial recognition technology, saying he will “continue doing everything in my authority to ensure our residents’ First Amendment rights, civil liberties, and personal data are protected.”

In recent months, Milwaukee politicians and residents rebuffed local law enforcement’s efforts to pursue the use of such technology at both the city and county levels, with many citing concerns over racial bias and unjust surveillance of residents.

The Milwaukee County Board of Supervisors voted last summer to recommend the development of a policy framework for the use of facial recognition technology as worries about its use by local law enforcement grew in the community.

The policy emphasized that the use of such technology doesn’t “suppress First Amendment-related activities, violate privacy, or otherwise adversely impact individuals’ civil rights and liberties,” and called for a pause on acquiring new facial recognition technology until regulatory policies were in place to monitor any existing and new surveillance technology.

In early February, the Milwaukee Police Department paused its pursuit of facial recognition technology after almost a year of pushback from activists and some public officials at public meetings. The department also noted that community feedback was a part of its final decision as well as a volatile political climate amid the federal government’s immigration crackdown.

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(This story was updated to add new information.)



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