A West Allis Winter Wonderland
When the air gets cooler and the snow starts to fall, I find myself thinking of ways to be more mindful of the gifts I give for the holidays. Maybe I’ve been watching too many minimalism documentaries. Perhaps my personal vendetta against global entities like Amazon and Walmart is too strong. But most likely, it is because I am now more than ever, eager to support the hardworking and talented artisans of Wisconsin.
Mark Lutz, Owner of the West Allis Cheese & Sausage Shoppe celebrates these creatives not only in his two shop locations, but also in the yearly West Allis Christkindlmarkt. It was Lutz’s main goal to involve makers from the area in this beloved winter market, “Our whole business model with our cheese store is that we primarily sell what is made in Wisconsin, so in order for those guys to be strong, I wanted to promote them as much as they promote me for selling their products.” Rejecting traditional advertising methods, Lutz believes in the power behind word of mouth and supporting companies with your dollars, “It’s the best marketing I’ve ever done,” he says.
The idea of supporting your neighbor comes naturally to Lutz, a lifelong resident of West Allis. He fondly remembers visiting what is now the West Allis Cheese & Sausage Shoppe when he was just a child, “When we were kids we would come by and get a beef stick or a gummy bear on our way to school.” When the owners were going to close the doors of their business due to family illness, Lutz couldn’t let his memories of the space lay to waste. By sticking to his roots and offering local products he loves, he established himself as a pillar of West Allis’s local food culture by buying the business and continuing the local legacy. “The neighborhood has been very good to me,” Lutz says, and he is merely returning the favor.
Lutz takes this goodwill and spreads it to the community alongside a healthy dose of Christmas cheer at the Christkindlmarkt, and on December 6th and 7th, he will be celebrating his third year. Taking place on the West Allis Farmers Market grounds, a slew of local vendors sell their wares, perfect for holiday gift giving.
Christmas markets such as this one originated in Germany, and usually offer food, music, holiday trinkets and other gifts. The West Allis market is no different, featuring carolers, a Santa Claus and of course a load of local goodies. Some of Lutz’s tried and true vendors will be there, such as Bay View Packing, B&E’s Syrup and Carrie’s Crispies. In the words of Lutz, these vendors “slay it,'' and countless others do as well.
In the winter months, the food vendor business can be slow when it comes to the market scene, especially if fresh produce is on the menu. But this unique Christkindlmarkt helps vendors in their final push before the holidays. Even better, supporting these establishments means supporting a neighbor, and contributing to the local economy. Lutz is confident that “It’s the best way to sell a huge amount of product in a short amount of time.” One particular vendor who sells handmade mittens had completely sold out of stock in only the first two hours at last year’s market, and many others (Lutz included) have similar success stories. “One year, I sold 15 cases of Neuske’s liver sausage!” Lutz recalls, a seemingly impossible feat if he were to only sell through his storefront.
Another benefit of the market’s set up is that it gives shoppers a chance to connect with local artisans face to face and share the holiday spirit, “It’s all local people, local food, even local restaurants, so [the market] is very personal. A lot of the people that you’ll see working are actually the owners!” This community of makers all in one location doesn’t just make it easier for shoppers to find everything they need for holiday gifts, it helps the artisans form relationships and cross-pollinate their potential, “I realized that some of these vendors sell some of my products and I sell some of theirs, so we thought, ‘Why not bypass the sales rep and help each other out?’” You’d think that competitive nature might tarnish the idea of these vendors working together, but it seems to do the opposite. “When new vendors are added, it just gets more crowded, more people, more things to see,” and Lutz has proof that it brings more shoppers together, based on the success of his Christkindlmarkt’s previous years.
Taking the greater community of West Allis and providing an opportunity to come together and spread cheer is no easy task, but Lutz seems to pull it off with ease. One could even argue that he is the Kris Kringle of the Christkindl; he sure does have the jolly disposition to match.
West Allis Cheese & Sausage Shoppe
6832 W Becher St
West Allis, Wisconsin 53219
