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Viroqua Public Market - Vendor Spotlight
The Birth of a Dream
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On April 17, 2004 the Macasaet family welcomed their 5th “child,” a fledgling business known as Viroqua Public Market (VPM), into the world.
It all began with a sleepless night on April 16th, 2004. Tony, Roly, and Gigi Macasaet waited anxiously at Main Street Station—a historic landmark at 215 South Main Street—for the delivery of the building’s front doors at 4:00 a.m.
By 7:00 a.m., the doors were hung.
By 10:00 a.m., they were opened to the public for the very first time.
VPM’s debut tenants—Slippers Dance Studio, La De Da retail store, and Rainbow Oasis Coffee Shop—welcomed their first customers that day, kicking off a grand experiment in community, creativity, and commerce.
Blue tape, remnants of which remain today, was placed on the floor to demarcate the spot allocated to each participating vendor as they began filing in to set up their booths that morning. The time crunch added to the excitement of the day, which, after nine months of painstaking work on renovations and cleaning, felt much like the long-awaited delivery of an overdue baby.
The fruits of this arduous labor and delivery were recognized by the Wisconsin Economic Development Corporation when they awarded VPM the “Best Adaptive Reuse Award.”
​​The fountain has been a cherished centerpiece of the Viroqua Public Market since it first opened doors. It adds a touch of tranquility and beauty to the atmosphere, inviting visitors to and enjoy its soothing presence. Over the years, the fountain has become a symbol of community and connection, embodying the spirit of togetherness that the market fosters.
Come visit and enjoy the charm and tranquility of the fountain for yourself!
Rooted in Love for Viroqua
For 52 years, the Macasaet family has called Viroqua home. VPM is their love letter to this community. It’s a space where everyone is welcome—whether you’re a customer, vendor, delivery driver, or just passing through.
Walk through its doors as a stranger, and you’ll leave feeling like family.
Just ask Toshi, a Japanese blogger and hitchhiker who stumbled into the market in 2018—and into the Macasaet family’s hearts and home.
From Pop-Ups to Powerhouse
If the market’s walls could talk, they would speak of the many milestones the space has witnessed and the changes it has undergone over the years.
The early years were filled with pop-up events, local makers, and winter farmer’s markets—a rotating, artsy, craft-show-style space. That shifted dramatically when Tony and a friend wheeled an old pharmacy display case across the street and set it in the market.
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Just as soon as they placed it in the market, it was filled with a vendor’s wares. This was the catalyst for the shift to VPM, which operates as a consignment-based business with employees, set hours, and a centralized accounting system.
A vendor filled it immediately—and the consignment-based model of VPM was born.
It was a true family affair:
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Laurie and Rachel built the operational backbone.
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David crafted custom displays.
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Gigi and Roly handled logistics and support.
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And Tony, the visionary, brought it all to life.
The goal was for the market to serve as an incubator space for micro-businesses by removing barriers such as rent and staffing costs.
This opportunity has allowed many people the chance they wouldn’t have otherwise had to realize their dream of entrepreneurship.
Cultivating Local Legends
Over the years, VPM has rented space to a wide range of small businesses—some of which have grown into Viroqua staples:
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Wonderstate Coffee roasted its very first beans here.
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Driftless Books called VPM home before moving into the iconic tobacco warehouse.
At the same time, the market has been a vibrant hub for a fantastic array of small businesses that perfectly complement the colorful vendors selling on consignment at VPM. Over the years, this space has been graced by a diverse mix of tenants, many of whom have blossomed into beloved staples of the Viroqua business community! Notable success stories that started their journey at VPM include Wonderstate Coffee, which kicked off its first roaster right here, and Driftless Books, which thrived in this space before moving to their current home in the charming tobacco warehouse!
A Hub for the Arts (and Taste Buds!)
VPM has spoiled us with an eclectic lineup of restaurants over the years—Bellisimo, Optimo, Salt and Tipple, and Rooted Spoon added flavor and flair.
The energy of Greenman Music and VIVA Gallery brought art and performance to life, drawing talent from near and far. The market has hosted incredible artists like:
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Paul Cebar & The Milwaukeeans
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The Pines
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The Weepies
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Garrison Keillor
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VIVA (Viroqua Independent Visual Arts) GALLERY, a founding tenant, has blossomed alongside VPM into a thriving artist cooperative now located at 217 South Main Street.
We can't help but celebrate the incredible array of restaurants that have delighted us with their mouthwatering food and drinks over the years! Bellisimo, Optimo, Salt and Tipple, and Rooted Spoon have truly added a vibrant flair to our market.
The excitement brought by businesses like Greenman Music and VIVA (Viroqua Independent Visual Arts) Gallery has been equally thrilling, showcasing amazing events and attracting incredible talent.
We've been so lucky to witness a fantastic lineup of visual and performing artists gracing our space, including Paul Ceb and the Milwaukeeans, The Pines, The Weepies, and Garrison Keeler.
It's been an absolute joy to “grow up” alongside VIVA, which has flourished into the business and artist cooperative we know today at their stunning storefront at 217 South Street!
Not Just a Business—A Community
VPM has always been more than a marketplace—it’s been a space for connection and celebration.
Highlights include:
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A formal sit-down banquet for 250 guests during a Chamber of Commerce awards night, complete with a bubbling water fountain, sunlight from skylights, and the soothing coos of ring-neck doves.
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A creative fundraiser for the Historical Society, where attendees painted old chairs that were later auctioned off.
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These moments reflect the heart of VPM—a gathering space rooted in love, creativity, and purpose.
VPM has been on an incredible journey since day one, transforming into so much more than just a business! It's a vibrant hub for community building, where people come together to forge meaningful connections over a variety of exciting occasions and causes.
One unforgettable highlight was a formal dinner banquet that brought together 250 guests for prestigious Chamber of Commerce awards night, creating an enchanting atmosphere with a stunning water fountain and skylights, all while the sweet coos of our ring-neck doves filled the air.
We also loved hosting a fantastic party for the Historical Society, where attendees unleashed their creativity by painting chairs that were auctioned off for donations. What an extraordinary way to celebrate community spirit and creativity!
Growth, Loss, and Legacy
Recent years have brought both expansion and heartache.
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The retail space has grown to include a second sales counter, resale clothing, and a boutique-style CBD shop.
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Under Rachel’s leadership, VPM became a trusted, educational space for exploring health and wellness.
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20-Year Anniversary Ribbon Cutting and Retail Expansion Celebration
An Invitation to Celebrate 20 Yea Anniversary & Retail Expansion at Viroqua Public Market
Rachel, Roly, & Gigi Macasaet at The 20th Anniversary and Expansion Ribbon Cutting Ceremony
Celebration at Viroqua Public Market.
An Invitation to Celebrate 20 Yea Anniversary & Retail Expansion at Viroqua Public Market
VPM's journey has been nothing short of remarkable, and through all the changes, our unwavering commitment to the community shines bright! The last few years have been a thrilling ride, bringing exciting new developments alongside a heartfelt loss.
We're thrilled to announce the expansion of retail space, featuring a second sales counter,
a fabulous resale clothing section, and a chic boutique for hemp-derived products! This growth has our bond with the community, making VPM a go-to hub for health and wellness. Thanks to the inclusive and educational atmosphere we've cultivated, people can confidently explore the world of CBD. This vibrant chapter in VPM's story is proud achievement for Roly and Gigi Macasaet, who watched their youngest child, Rachel, bring this vision to life.
However, our joy was bittersweet this year as we mourned the loss of our beloved patriarch and co-founder, Dr. Roly Macasaet, whose legacy will forever inspire us.
Honoring the Past, Embracing the Future
In Roly’s honor, VPM is embarking on a new chapter—a campaign celebrating the stories of our vibrant vendor community.
In honor of Roly, we are thrilled to look forward to the exciting future of Viroqua Public Market!
Just like children strive to make their parents proud, VPM is dedicated to ensuring that Roly's legacy shines bright.
Fueled by his unwavering spirit and deep love for others, we will unite to embrace the powerful examples he set. Get ready for an incredible journey as we kick off an awareness-raising campaign that highlights the inspiring stories of our vibrant vendor community! It's a perfect way to celebrate Roly by focusing the connections among this diverse group. In a world that often emphasizes division, we are choosing to come together, learn about one another, uplift the unique contributions each person brings. The community of at VPM is a beautiful tapestry of lives intertwined through this shared opportunity!
In a world where we are increasingly focused on what separates us, we are doing the opposite. We are coming together to connect in person and, learn about each other and uplift that which each person brings to the table. The community of vendors at VPM is a rich tapestry of lives woven together by this shared opportunity.
Introducing The VPM Vendor Spotlight
First up?
Gigi Macasaet, the matriarch who’s held it all together. Her feature story will be released on our website and social media later this month.
Following Gigi’s spotlight, we’ll begin regular vendor features, in-person events, and more ways for you to meet, engage with, and support the faces behind VPM.
And yes—a complete written history of VPM is coming, honoring every person, product, and piece of magic that’s made this journey unforgettable.
We’re so excited to spotlight the Gigi Macasaet, whose hard work and dedication have made our vibrant community possible! She’ll be the first featured in our amazing VPM Vendor Spotlight Series, and you won’t want miss the deep dive into the life of VPM’s matriarch, coming soon on our social media and website!
As we energize our vendor community, get ready for more fantastic in-person events where you can connect with, and support the amazing people behind our products.
This nostalgic journey has shown us that while looking ahead is important, celebrating the stories and individuals that have shaped our path is just as vital.
We’re also thrilled to be compiling a rich history of VPM to honor the remarkable from our vendors, merchant partners, customers, and neighbors over the past 21 years!
For now, please join us in raising a glass to toast VPM on its 21st birthday.
Cheers! The best is yet to come.
Further Readig & Viewing
Explore our market's diverse offerings, special events, and operating hours. From unique products to exciting events, Viroqua Public Market is the place to be for an unforgettable experience.