Milwaukee, WI

Hidden ‘Treasure Island:’ Wisconsin demolition exposes shuttered store

Published

4 months ago

December 11, 2025

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

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.

“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.

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Milwaukee, WI

Truck drives in to Grace Coffee in Milwaukee’s Historic Third Ward overnight

Published

11 hours ago

March 27, 2026

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Truck drives in to Grace Coffee in Milwaukee’s Historic Third Ward overnight

MILWAUKEE — A truck drove through the Grace Coffee Co. in Milwaukee’s Historic Third Ward on early Friday morning, the owners announced in a social media post.

Due to the extensive damage that was done, the coffee shop will be closed until further notice.

TMJ4

“We’re incredibly grateful no one was hurt, and we’ll keep you updated as we begin repairs,” the coffee shop said in the post.

TMJ4 reached out to the Milwaukee Police Department but have yet to hear back.

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Milwaukee, WI

MPS layoffs plan draws pushback as district works to close $46M gap

Published

23 hours ago

March 26, 2026

Press Room

MPS layoffs plan draws pushback as district works to close M gap

MPS cuts face backlash

Milwaukee Public Schools plans about 200 layoffs to close a $46 million budget gap, but union leaders say cuts could impact student safety while district leaders say no classroom teachers will be eliminated.

MILWAUKEE – Milwaukee Public Schools is planning to cut roughly 200 positions next school year as the district works to close a multi-million-dollar budget gap — but there’s disagreement over which roles will be impacted.

What we know:

District leaders say the goal is to close a roughly $46 million shortfall, prompting changes that Superintendent Brenda Cassellius says are necessary.

Milwaukee Public Schools said about 201 staff members will be impacted. District leaders say no classroom teachers, counselors or social workers will be cut — something the teachers’ union disputes.

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The reductions stem from a previously approved plan to eliminate about 260 non-classroom roles. The final number dropped after retirements and existing vacancies. The Milwaukee Board of School Directors approved that plan on March 9.

What they’re saying:

“We have a $50 million deficit, we are for sure not going to be able to do business the same way that we’ve been able to do business,” Cassellius said. “Change is just hard. It’s just hard. And every single one of our employees is so important.”

But some educators say the cuts go too far.

“MTEA is setting up a distress signal. We are talking about our teachers, art teachers, music teachers, physical education teachers, counselors — things that the voters of referendum of Milwaukee actually voted for,” said Ingrid Walker-Henry, president of the Milwaukee Teachers’ Education Association. “Staffing is being cut to the extent that they are concerned about student safety.”

Cassellius acknowledged the uncertainty and asked school leaders for patience.

“We just have to for sure know our budget situation, where we’re at with that after these cuts are made in order to make those decisions,” she said. “So I’m asking my principals, be patient with us.”

By the numbers:

The district outlined the 201 affected positions as:

70 central office roles
62 educators with a teaching license but not assigned to one classroom
59 assistant principals

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MPS says the savings will support new class size guidelines, including:

18 students per teacher in K3
20 students per teacher in K4
22 students per teacher in K5

Milwaukee Public Schools (MPS)

District leaders say no students will be asked to leave a school to meet class size guidelines. Officials say they are working with schools that may not have space or that require larger classes based on specific programs.

What’s next:

Milwaukee Public Schools plans to present its proposed 2026–27 budget to the Milwaukee Board of School Directors in May.

The Source: Information in this post was provided by Milwaukee Public Schools and prior FOX6 coverage.

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Milwaukee, WI

Brewers finally announce cable, satellite TV channels for broadcasts

Published

1 day ago

March 26, 2026

Press Room

Brewers finally announce cable, satellite TV channels for broadcasts

Just before the pitch clock hits zero, the Milwaukee Brewers released a rundown of channels on cable and satellite for game broadcasts, mere hours before the 1:10 p.m. CT first pitch on Opening Day, Thursday, March 26.

The club said channels include 1263 on XFinity, 670 on DirecTV, 1743 on U-Verse, and 319 or 469 on Spectrum. The broadcasts are also listed as available on streaming service Fubo.

The Brewers are pointing fans to a channel-finding tool on their web site at Brewers.com/watch, though in the moments after the announcement, the channel finder was not yet locating details for Spectrum customers for Milwaukee-area zip codes. A club spokesperson said Major League Baseball was aware of the error and the games would indeed air on Spectrum in Milwaukee.

The built-in Spectrum guide still showed Channel 308 as the “BREW” offering in Milwaukee, with Brewers Live Pregame scheduled to begin at noon CT and baseball at 1 p.m. March 26.

With the February announcement of a switchover from FanDuel Sports Wisconsin to Major League Baseball productions in 2026, MLB negotiations have gone down to the wire with the various providers around Wisconsin. Several teams covered by Main Street Sports, which operated the FanDuel brand, have been in a similar boat this offseason.

Brewers fans aren’t alone in experiencing the late-arriving channel information. Maury Brown of Forbes has been keeping track of all the late-arriving channel announcements for teams around baseball, specifically those that were covered by the Main Street Sports. As of 7 a.m. March 26, the Royals, Rays, Tigers and Braves also still hadn’t released channel listings.

Streaming customers who used the FanDuel Sports Wisconsin app in previous years can use the new Brewers.TV option to once again watch games. The opener is also one of 10 games simulcast on over-the-air channels this season, including WITI-TV (Channel 6) in Milwaukee.

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