"Step through new doors. The majority
of the time, there's something
fantastic on the other side."
— Oprah Winfrey
The word community comes up almost as frequently as the word book in a conversation with Tracy Grigus, owner of The Shade Tree, a former Book World store on the main drag in Minocqua. In 2017, when the chain announced it was closing its doors, Grigus owned an antique and home décor store with her then-partner, Michael Bauer. It may not have been the best time to open yet another business, but she noted there was a feeling of sadness and loss in the community. “The [Book World] store had been such a staple for so many years,” she says. After serious consideration, she bought the building, wrote a business plan, which was hyper-local in its focus, then got to work.
With the needs of the community in mind, Grigus curates all items in the store, including every book, stationery item, puzzle, and bookmark. She takes pride in knowing what is on her shelves and in helping her customers find just what they’re looking for — or an item that they didn’t know they were looking for but end up discovering is “just right.” Whenever possible, she orders directly from small and regional presses, and, for paper products, she purchases directly from the people who actually produce the items. She wants her customers to have the sense they have found something they couldn’t find in other places. Handpicking titles takes time, but she believes it’s worth the energy, especially in choosing what lands in the children’s section. “The books for young readers and young adults need to be very special.” Her goal is to excite and interest young people in reading, so she makes sure there are a lot of options. And, indeed, she receives many compliments from families — locals and tourists alike. With summer tourists coming from both coasts and beyond, it could be tempting to cater primarily to them and the dollars they bring to the area every summer; however, Grigus recognizes the importance of being a resource of good books and other reading material for her community all year round. The largest section of the store caters to adult readers and features Midwestern voices, which are often overlooked by national chains that tend to focus on books written about the East and West Coasts.
She makes sure to carry the series and authors she knows locals will enjoy. “I try to create a sense of security, so they know I'll take care of them.” If something isn’t on her shelves, she orders it at no additional charge. As summer nears, she balances those titles with others that will appeal to folks visiting from other places, giving them a chance to stumble across something they wouldn’t find in other bookstores, and to take home a good memory of a small, one-of-a-kind shop in Northern Wisconsin.
Turns out 2017 was a good year for indie bookselling 150 miles northwest of Minocqua, too. Journalist Maria Lockwood was researching an article about a program that supported local startup businesses when she decided to complete the application form herself. With no business plan or background in entrepreneurship or retail — she proposed bringing an independent bookstore to Superior. The last time the city had one was in 2007, and she’d long believed the community needed a place that brought people together around reading and other “bookish activities.”
On the application form for her startup, she was forthcoming about her lack of shop-owning experience. She didn’t expect her proposal to be chosen. Nevertheless, when the winning applications were announced, she found herself saying to her husband, “Honey, I did a thing.” Foxes & Fireflies Booksellers was born.
Housed in the 100+-year-old former post office building, the shop provides a space for local and regional authors’ works, the types of books that can’t be found at other bookstores, as well as bestsellers and books that have been banned or challenged. The Foxes & Fireflies website asserts: “Everyone has the right to read and explore different perspectives. By banning books, we limit access to knowledge and ideas, which can have a negative impact on society.”
In addition to being an advocate for the freedom to read, Lockwood takes seriously her mission to build community, always seasoning the shop’s endeavors with fun. At free, weekly sessions, patrons bring their own books to bedazzle. The shop provides snacks and craft supplies. Chatting while decorating books as keepsakes or gifts offers a point of connection between folks who love books but may not cross paths any other way. The event proved to be so popular, she has added a second session each week.
For a quick-hit of fun, the “In-Store Superhero Challenge” invites customers to use a magnetic globe decoration to “get the world floating again.” Those who complete the challenge win a prize and get their names (or their superhero alias) listed on the Top Secret Superhero Roster. “We've discovered roughly 30 new superheroes since we started the challenge,” says Lockwood.
Although Lockwood’s application for small business support didn’t include descriptions of activities or events like these, she obviously knew her Superior community and enjoys her role in the shop. “I love what we've created, and I hope it continues to grow. I stand by what I said: Superior needs a bookstore.”
