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Old Brookfield Village adds new Farmers Market

Venue helps show off city's original center

May 29, 2013

The historic Brookfield Village Area, along Brookfield Road between Pleasant Street and Milwaukee Avenue, is starting a new summer tradition.

The municipal parking lot at 18760 Pleasant St. will be home to a new farmers market, Thursday evenings from 3 to 7 p.m., starting June 6.

Dawn Farina, life-long village resident, artist and member of the Village Committee, said the market wasn't started to compete with the city's market, but to draw attention to the vintage area of the city.

Distinguish, not separate

"It's time to revitalize, energize and give this area a face lift," Farina said. "We want to distinguish it, not make it separate."

Brookfield Village, Ltd. plans to do just that, having secured 12 vendors from across the state, all equipped with a variety of meat, produce and flowers.

Farina said guests will find unique meat from Lester's Bison Farm of Salem, rainbow eggs and special cheese from Decatur Dairy of Brodhead, bakery from Wild Flour Bakery of Milwaukee, and more.

There will also be live entertainment and performances from students at the Brookfield Dance Academy.

"We saw this as a unique opportunity, and when you have an opportunity, you go for it."

The committee hopes to catch traffic traveling through the village on Brookfield Road during the afternoon rush hour.

Tim Casey, economic development coordinator, said the Village Committee applied for a special permit for the market, expected to be approved at the June 4 Common Council meeting.

New beginnings

This isn't the first new tradition the Village Committee has started as part of its efforts to revamp the area.

In December, the village area hosted its first tree-lighting event, with the help of a local Eagle Scout.

The village will also host Village Extreme, a kid's fest, at McCoy Park on June 22, complete with food, mascot races, a rock climbing wall and a sidewalk chalk competition.

The village area is home to more than 70 businesses, and these events could draw focus to businesses city residents may not have known about, Farina said.

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