The atmosphere was electric in Ellsworth’s East End Business District on Wednesday, May 15 and Angie Whelan, owner of YB Urban? at 243 N. Broadway St., hopes to keep the momentum going.

The day was a celebration of hard work, faith, determination and perseverance. It was the culmination of more than 10 years of believing in dreams. Whelan, members of the Ellsworth Area Chamber of Commerce, state officials and community members gathered for a ribbon cutting ceremony to celebrate the makeover reveal of Whelan’s aromatherapy and wellness boutique.

With help from the Wisconsin Economic Development Corporation’s downtown development staff and a team of interior designers from Milwaukee-based Retailworks Inc., YB Urban? underwent a transformational renovation as the winner of WEDC’s ninth annual Main Street Makeover Contest.

The YB Urban? makeover took months of planning and hard work including the finishing touches in the last 24 hours preceding the ribbon-cutting ceremony May 15. Customers will see dramatic changes in the space, including improved product display areas, additional signage and imagery illustrating the origin and use of unique product lines, and a brighter and more open shopping experience.

“This is another amazing example of what we do at WEDC, working to improve Wisconsin’s economy with businesses large and small, especially Main Street retailers so vital to the success of communities throughout the state,” said Missy Hughes, WEDC secretary and CEO.

Whelan moved her home-based business into the Broadway Street location during the Ellsworth Chamber’s pop-up shop initiative a few years ago. She and husband Chris ended up purchasing the building with hopes of one day remodeling it into a more functional and welcoming space. As her business thrived, Whelan found that her storefront wasn’t as appealing as it could be. It lacked good signage to attract motorists passing by on U.S. Highway 10 to the popular Ellsworth Creamery and other destinations. When people did stop and step inside, the floor plan wasn’t ideal either, not the shopping experience, and not the opportunity to host classes that Whelan desired.

“Like so many small businesses, we make just enough money to keep our doors open, offer the products our customers love, and make a modest living,” she said. “Extra money for large projects just doesn't happen, so having the strength of the WEDC behind us, and having them believe in us, is priceless.”

Whelan continued, “We have been so blessed to have the support of our family, friends, and community members throughout this process, our local partners in Franklin Building, as well as the professionals at Retailworks guiding us.”

Improvements include a brighter, more vibrant storefront and signage aimed at attracting more foot traffic. The new open-concept interior is more inviting, and allows room for classes, workshops, DIY experiences and wellness education opportunities.

The improved floorplan “is much more versatile, allowing us to expand our sustainable products and host classes and events that would be beneficial to the wellness of our community,” Whelan said.

“A vibrant downtown is critical to the overall economic health of a community and recognizing and assisting the small businesses that make these districts thrive is a key part of how we support these districts,” Hughes said.

Kim Beebe, Executive Director of the Ellsworth Chamber of Commerce, was among those applauding the results.

"There's no business more deserving of this opportunity than YB Urban? Being a small business owner takes courage, and for Angie, it required more than most,” Beebe said. "Not only did she take on an aging and historic building in need of TLC, but also took a chance on a part of downtown that also needs care and attention. This project is an example of how WEDC's Main Street Makeover program can breathe new life into a business and a community."

YBUrban? was eligible for the makeover as a business in one of Wisconsin’s 90 Connect Communities. The contest is designed to raise awareness of the downtown revitalization programs offered in the state, which also includes the Wisconsin Main Street Program. Both programs provide support and training for communities and organizations dedicated to downtown revitalization efforts, also offering services and tools for businesses and property owners within these districts. The Makeover program is just one example of many programs designed to foster business and community engagement and showcase the businesses that bring life to downtown districts.

“Empty and blighted buildings do not serve the community. It’s a commercial district that should be empowering the community in terms of tax base, services. That’s the only reason to have a commercial district. It’s the responsibility of building owners to take it on knowing that they are responsible to the community in providing a space that is useful,” Whelan said. “Yes, this can happen. We don’t have to accept blight in our community. We don’t have to accept that this was a part of town that was once vibrant but never can be again.”

She envisions East End as a tourism district, showcasing art and the dreams of the people who live in Ellsworth. That dream is slowly becoming a reality, with a vibrant mural walk, festivals and businesses sprucing up their facades.

After Cheese Curd Festival, held June 21-22, Whelan posted this on her business Facebook page:

“The new look was a HIT to the many, many visitors who stumbled upon the Aroma Bar during Curd Fest! The crowds were great and we are so proud to show people the gems that exist in downtown Ellsworth!

“At one point we had 16 people all browsing and shopping at the same time and it was heart-stopping. The best part was everyone had space...it didn't feel crowded at all, it felt perfect.”