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Cheers to 21 Years: The Story of Viroqua Public Market
- Tea Kinsington
- Apr 16
- 4 min read
Updated: Apr 18
On this day 21 years ago, the Macasaet family welcomed their fifth “child” into the world—not a baby, but a dream: Viroqua Public Market (VPM).
The Birth of a Dream
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 still marks the floor where vendors first set up shop that morning. After nine months of painstaking renovations, cleaning, and preparation, it truly felt like the delivery of an overdue baby.
That same year, the Wisconsin Economic Development Corporation honored VPM with the Best Adaptive Reuse Award, recognizing the heart and soul poured into bringing new life to a beloved building.
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
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.
A vendor filled it immediately—and the consignment-based model of VPM was born.
With centralized accounting, set hours, and employees, the market became a launchpad for micro-businesses—removing barriers like rent and staffing costs to help people bring their dreams to life.
It was a true family affair:
Laurie and Rachel built the operational backbone.
David crafted custom displays.
Gigi and Roly handled logistics and support.
And Tony, the visionary, brought it all to life.
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:
Wonderstate Coffee roasted its very first beans here.
Driftless Books called VPM home before moving into the iconic 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:
Paul Cebar & The Milwaukeeans
The Pines
The Weepies
Garrison Keillor
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.
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:
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.
A creative fundraiser for the Historical Society, where attendees painted old chairs that were later auctioned off.
These moments reflect the heart of VPM—a gathering space rooted in love, creativity, and purpose.
Growth, Loss, and Legacy
Recent years have brought both expansion and heartache.
The retail space has grown to include a second sales counter, resale clothing, and a boutique-style CBD shop.
Under Rachel’s leadership, VPM became a trusted, educational space for exploring health and wellness.
But joy turned to sorrow this year with the heartbreaking loss of Dr. Roly Macasaet, our beloved co-founder and patriarch.
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 a time when the world emphasizes division, we’re choosing connection. We’re spotlighting the people behind the booths, their journeys, and the meaningful work they do.
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.
Cheers to 21 Years!
From a blue-taped floor and a sleepless night in 2004 to a thriving community hub in 2025—Viroqua Public Market has come a long way.
So today, we raise a glass to celebrate:
The dream that became a reality
The family that built it
And the community that continues to shape it
Cheers to VPM’s 21st birthday. The best is yet to come.
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