Milwaukee, WI
Hidden ‘Treasure Island:’ Wisconsin demolition exposes shuttered store
BROWN DEER, Wis. – 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:
“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.
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.
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
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.
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.
“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.
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
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.
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.
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
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.
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.
Key players
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.
“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.
“All under the squiggly roof. That was their trademark,” said Merissa Howard with the Dakalb History Center near Atlanta, Georgia.
Courtesy: Dekalb History Center
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
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
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.
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.
New future for Brown Deer
Local perspective:
In Brown Deer, the old Treasure Island’s squiggly roof days are finally numbered.
“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.
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.
Milwaukee, WI
Sheriff’s Office backpedals on controversial facial recognition deal
Drone view shows Milwaukee’s County Courthouse
Built in 1931, Milwaukee’s historic County Courthouse is in dire need of repair and upgrades. Here’s a recent drone view of the MacArthur Square building.
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.
“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.
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.
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.
(This story was updated to add new information.)
Milwaukee, WI
Milwaukee judge calls out marijuana odor in courthouse
A Milwaukee County judge on Thursday, Feb. 26, criticized the smell of marijuana inside the courthouse during a sentencing hearing, calling it inappropriate and illegal as visitors described the odor as common.
Milwaukee, WI
Milwaukee Bucks sign Cormac Ryan to two-way contract
Have additions of Ousmane Dieng and Cam Thomas re-energized the Bucks?
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The Milwaukee Bucks rewarded Cormac Ryan for his strong G League season with the Wisconsin Herd by signing him to a two-way contract. That will allow Ryan, 27, the chance to finish out the regular season with the Bucks. He would be ineligible for postseason play, however.
Ryan joins former Dominican High School star Alex Antetokounmpo and Pete Nance on two-way deals. The Bucks now have a completely full roster, with 15 guaranteed contracts as well.
Ryan was originally signed by the team in the summer, when he played in five summer league games, before inking a training camp contract. He appeared in two preseason games.
Ryan then played 29 games with the Herd and shot 42.3% from behind the 3-point line to average 20.4 points per game. He shot 48.9% from the field overall.
Ryan, a 6-foot-5 guard, played at Stanford (2018-19), Notre Dame (2020-23) and North Carolina (2023-24) before going undrafted. He averaged 10.4 points per game in college on 35.2% 3-point shooting. He made 40.7% of his 3-pointers in 2021-22 at Notre Dame.
He initially signed with the Oklahoma City Thunder. Ryan did not make it out of training camp in 2024 but signed to the Thunder’s G League affiliate.
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