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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

Banana Ball brings sold-out crowd and hometown connections to Milwaukee

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Banana Ball brings sold-out crowd and hometown connections to Milwaukee


MILWAUKEE — On Saturday night at American Family Field, nearly every seat was filled, but the crowd wasn’t there for the Milwaukee Brewers.

Thousands of fans packed the ballpark as Banana Ball, the fast-paced baseball and entertainment phenomenon popularized by the Savannah Bananas, brought its traveling show to Milwaukee.

The event featured the Party Animals and Loco Beach Coconuts, two teams in the six-team Banana Ball Championship League.

For many fans, the attraction goes beyond baseball.

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“It’s the music, the dancing, and a lot of things for families,” said Sue Liegeois of Muskego, who attended with family members visiting from Michigan.

Liegeois said she became a fan after watching on TikTok and then attending a Banana Ball event in Franklin in 2023.

“The first time I went, I was hooked,” she said.

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Banana Ball fans.

Banana Ball has built a national following through viral social media content and its fan-focused approach to the game.

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The Milwaukee stop also featured local connections on the field.

Brady Kais, a southeastern Wisconsin native and pitcher for the Party Animals, said playing in front of family and friends at a major league ballpark was a special experience.

“It’s unbelievable being able to see my friends, family — everybody I’ve seen throughout my whole life,” Kais said.

Kais attended Greendale High School and later pitched for the Lake Country DockHounds in Oconomowoc before joining the Banana Ball tour.

“Growing up, Banana Ball wasn’t a thing, so I definitely never thought this would be something I’d be a part of,” Kais said. “But once I saw it, I knew I needed to be involved.”

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Untitled design - 2026-06-06T220315.925.png

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Left: Brady Kais. Right: Erik Ostberg.

On the opposing side, Loco Beach Coconuts catcher Erik Ostberg also has ties to southeastern Wisconsin.

Ostberg spent two seasons with the Milwaukee Milkmen before joining Banana Ball and said his time in the area helped shape his career.

“The people here are great. A lot of the people here helped build me up, and I’m very thankful for the Milkmen and Milwaukee,” Ostberg said.

The event also drew young baseball players eager to see the unique version of the game in person.

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“It inspires little kids to have fun and follow their dreams,” said Nelson Damrow of the Concordia Lakeshore Jr. Chinooks baseball team.

For longtime fans like Helen Evans, who traveled from South Carolina, sharing the experience with newcomers is part of the appeal.

“To share this with people who’ve never been able to experience it is almost as good as going to the game yourself,” Evans said.

The Loco Beach Coconuts defeated the Party Animals on Saturday night. The teams return to the ballpark Sunday for a second sold-out game





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Milwaukee, WI

Here’s how much rain fell in Milwaukee area on June 5?

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Here’s how much rain fell in Milwaukee area on June 5?


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After its driest May on record, Milwaukee just got hit with its heaviest day of rain since early April.

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Between morning showers and evening storms, Milwaukee logged 1.42 inches on rain on June 5, according to the National Weather Service Milwaukee. That’s Milwaukee’s most precipitation in a day since April 2 and nearly four times what fell in the city for the entire month of May, which received a total of just 0.36 inch.

The rain fell as part of a statewide weather pattern on June 5, as severe weather alerts launched the weekend for several counties in south-central Wisconsin. Tornado warnings were issued in Green Lake, Dodge, Fond du Lac and Columbia counties with the final warning expiring at 10:30 p.m.

Andrew Quigley, a meteorologist at the NWS Milwaukee/Sullivan office, said there were no confirmed tornadoes in south-central Wisconsin yesterday. However, there was some severe weather inthe western half of the state.

In Juneau County, the NWS received reports of 60 mile-per-hour winds and damage to barns, said Jeff Boyne, a meteorologist at the NWS La Crosse office. There was also a report of a tornado in Buffalo County, though the NWS has not yet confirmed it.

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How much rain did the Milwaukee area get on June 5?

Quigley said southern Waukesha County and southern Milwaukee County turned in the day’s highest totals with anywhere from 1 inch to 1.5 inches of rain, on average. Other suburbs in the Milwaukee area averaged from a half inch to 0.9 inch of precipitation.

“[It’s] some beneficial rain,” Quigley said. “I know some were probably going to be looking for a little bit more than that, but it’s a good start.” 

The National Weather Service has a volunteer monitoring system for rainfall, which is updated each morning. Here are southeastern Wisconsin’s rainfall amounts in the 24-hour period as of 9:30 a.m. June 6.

  • Lake Geneva: 0.44 inch
  • Wauwatosa: 0.69 inch
  • Menomonee Falls: 0.69 inch
  • Mequon: 0.52 inch
  • Waukesha: 0.71 inch
  • Jefferson: 0.72 inch
  • Oregon: 0.87 inch
  • Burlington: 0.92 inch
  • Racine: 1.06 inches
  • Greendale: 1.37 inches
  • South Milwaukee: 1.44 inches
  • Cudahy: 1.72 inches



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Milwaukee, WI

Brewers score 8 late runs, stun Rockies 9-7 in wild 10-inning victory

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Brewers score 8 late runs, stun Rockies 9-7 in wild 10-inning victory


DENVER (AP) — Jake Bauers hit a two-run double in Milwaukee’s four-run 10th inning after Andrew Vaughn’s pinch-hit two-run single capped a four-run ninth and the Brewers held on to beat the Colorado Rockies 9-7 on Friday night.

Milwaukee scored eight runs in the final two innings after going hitless from the second through the eighth innings. The Brewers won for the first time this season when trailing after eight.

Trevor Megill (1-2) blew the save, but got the win for the Brewers. Aaron Ashby allowed two runs — one earned — on Sterlin Thompson’s bases-loaded single in the 10th before getting Brett Sullivan to ground into a double and striking out Jake McCarthy to end it.

Juan Mejia (1-5) got just one out and gave up four runs — three earned — to take the loss for the Rockies.

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Colorado took a 3-1 lead into the ninth after Ryan Feltner allowed one hit and a run through six innings and Jaden Hill pitched a scoreless seventh.

Antonio Senzatela struck out the side in the eighth before coming back out for the ninth. He gave up a leadoff single to Brice Turang, then threw wide of second going for a double play after snagging a comebacker from William Contreras.

Bauers followed with an RBI single and Sal Frelick doubled in the tying run before Vaughn’s single made it 5-3. Turang’s hit was the first for the Brewers since Bauers doubled in the first inning.

Chad Stevens walked to force in a run against Megill in the ninth, and Hunter Goodman hit a sacrifice fly to tie it at 5.

Goodman hit his 16th homer, a solo shot in the third to make it 3-1. Willi Castro had a two-out double, but Frelick made a diving catch in right on a sinking liner by Ezequiel Tovar to save a run and end the inning.

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Brewers starter Brandon Sproat allowed three runs and seven hits in five innings. He was relieved by Brian Fitzpatrick, who threw a scoreless sixth, came out for the seventh and was throwing warmup pitches when he reacted in pain and grabbed his left arm. Brewers manager Pat Murphy told reporters after the game that Fitzpatrick, promoted before the game, would have an MRI but “it doesn’t look good.”

Up next

Brewers RHP Jacob Misiorowski (6-2, 1.65) starts Saturday opposite Rockies RHP Tanner Gordon (0-1, 6.37).

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AP MLB: https://apnews.com/hub/mlb

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