Founded 1901

Royal Purple

Founded 1901

Royal Purple

Founded 1901

Royal Purple

Starbucks opens its doors

Starbucks opens its doors

Lucas Riley, Community Journalist April 14, 2024

Starbucks has finally made its way to Whitewater. On April 11, Starbucks opened its doors in Whitewater for the first time. Located at 1280 W. Main St. the location was previously the Whitewater Quick...

The Fuzzy Pig is inside this old barn which stands shining bright in the setting sun.

Where country meets classy

Evan Greissinger, Assistant Community Editor March 17, 2024

The Royal Purple 2024 Best of Whitewater survey collected responses from 527 community members to determine which of the city’s many excellent businesses were most popular among the people. The top...

Holly Barnett, the owner of Stellar Vintage, stands outside of her business opening day Tuesday, Feb. 13, 2024.

Vintage store opens with a bang

Blake Erwin, Community Editor February 18, 2024

Whitewater has a new business at the corner of First Street that could become a hallmark of the community. Stellar Vintage is a curated clothing store that just opened in early 2024 featuring fashions...

What its like to work at Ace Hardware

What it’s like to work at Ace Hardware

Mackenzie Juedes, Community News Journalist October 15, 2023

Ace Hardware, founded in 1924 by a group of Chicago hardware store owners, developed the retail environment by allowing individual stores to purchase items in bulk to save money and buy at the lowest price...

SweetSpot Co-Owner, Elena Gildemeister, helps her employees at the SweetSpot Bakehouse during a rush by gathering pastries for customers. February, 2022

A Sweet Spot for inspiring women

Briahna LeFave, Business & Technology Editor February 27, 2022

The Sweet Spot has served the Whitewater community by providing much needed caffeine and treats to curb any sweet tooth for nearly two decades. The Café is located in the historic Whitewater Hotel building....

Owner Jericca Newby cuts the ceremonial ribbon for her brand new business, ReVamp Nutrition that is located on West Center Street, Whitewater on Nov. 8, 2021.

New nutrition store amps up the energy

Cennedy Hoppe, Business & Technology Editor November 14, 2021

New local business Revamp Nutrition had their very own ribbon cutting ceremony commemorating the occasion of opening in Whitewater. The store, owned by Jerrica Newby, is a brand new nutrition shop that...

Back in business? Road to recovery for Wisconsin’s restaurant and bar industry

Back in business? Road to recovery for Wisconsin’s restaurant and bar industry

Wisconsin Policy Forum, Contributor October 3, 2021

The COVID-19 pandemic has created unprecedented challenges for restaurants and bars in Wisconsin. Due in part to support provided through federal relief funds, employment in this industry has recovered...

University of Wisconsin-Whitewater freshman Jenna Pergande bartends and serves guests at Second Salem Brewing Company in downtown Whitewater near Cravath Lake Park Sunday evening Sept. 5.

Back to business

Kylie McCombe, Photography Editor September 5, 2021

John Chenoweth, Dean of the college, speaks to students. Every year the College of Business and Economics hosts Woman in Business Day, an event for high school students to learn about careers and opportunities in business. The event took place on Oct. 18, 2019. (UW-Whitewater photo/Nick Pook)

Accounting degree earns ‘extra credit’

Kali Anditon, Assistant Business and Technology Editor March 7, 2021

Whitewater’s College of Business and Economics (CoBE) takes yet another step to achieve its goal of being the best business school in southern Wisconsin. UW-W’s Accounting Department helps advance...

Left to right: Soon-to-be graduates Alexandra Zertuche, Nayeli Govantes Alcantar and Gabriella Barcenas

Grads get down to business

Jaelyne White, Business & Technology Editor December 7, 2020

Graduation is are right around the corner for the UW-Whitewater December Class of 2020. This week we’re discovering what life has been like and will be like for a few business graduates heading off to...

The Book Teller is the local used bookstore and artisan gallery Located on Main Street in downtown Whitewater,

Local businesses lean on community

Ben Yang, Journalist September 20, 2020

As local businesses are still adjusting to the current state that COVID-19 has left them in, business owners have experienced a great deal of change within their organizations. After almost seven months...

The Brain Freeze is your classic 50’s-style diner right here in Whitewater.

Minds blown at Brain Freeze

Samantha Butzen, Journalist September 20, 2020

Cars lined East Milwaukee Street all day Saturday, Sept. 12, eager to pull up to the Brain Freeze drive-thru for $1 dollar burgers and a cash raffle. Patrons faced a variety of emotions from confusion...

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Founded 1901