ELLSWORTH – When Ellsworth Village President Becky Beissel came into YB Urban? in East Ellsworth Nov. 16, owner Angie Whelan thought she was filming a video for the Ellsworth Chamber of Commerce’s Small Business Season promotion. Instead, they caught her reaction when Beissel told her she was a winner of the Wisconsin Main Street Makeover contest.

YB Urban? of Ellsworth and Link’s Martial Arts of Mayville will spend the next several months working with Main Street staff and consultants from RetailWorks, Inc. a Milwaukee-based interior design firm, on a renovation plan, followed by a 24-hour transformation event in the spring.

The new and improved business spaces will be formally unveiled during a public celebration featuring state and local officials.

Based on the popular reality show concept, established businesses located in one of the state’s 35 Wisconsin Main Street and 83 Connect Communities had the opportunity to nominate themselves for a “makeover” that will take place in the spring of 2024. All eligible businesses that submitted applications for the competition will receive technical assistance from the Main Street team to help achieve their goals and enhance their business.

Whelan founded YB Urban? in 2013 as a home-based business, selling handcrafted soap and skincare products online and at local markets. When the local chamber launched a holiday popup shop in 2019, she applied and was accepted, and YB Urban? the shop was born. Located at 243 N. Broadway St., the store currently offers over 50 different proprietary formulas of personal care items and cleaning products.

"It’s been a big year for YB Urban? Being named Small Business of the Year earlier this year, and now this. What a great reward for a business owner who is so dedicated to our community. We are so proud of Angie and excited for YB Urban?. We can't wait to see the results of this transformation!" Kim Beebe, Executive Director, Ellsworth Area Chamber of Commerce said.

Whelan said she was confused when Beissel first broke the news.

“I was confused at first because those ladies were very sneaky,” Whelan said. “They told me we were filming for the chamber's Small Business Season promotion, so I was waiting for something related to that to be said. It took a minute for me to digest what was actually being said, and I was both shocked and absolutely elated!”

Whelan’s vision for her shop is to reconfigure the space into one large retail space rather then the three rooms it is now.

“This would allow the flow of the space to be much better,  as well as allow us to expand on our sustainable products and host classes and events that would be beneficial to the wellness of our community,” Whelan said. “The committee said this will be the biggest project they've ever taken on, but they must be up for the challenge!”

It’s hard for Whelan to put into words how full her heart is. Since she and her family committed to caring for the historic building, which once housed a bank, they have wanted to help revitalize the East End Business District.

“We've always had the dream of doing exactly what I shared with the committee, but to do it ourselves would take a decade or more,” Whelan said. “Like so many small businesses, we make just enough money to keep our doors open, keep the products our customers love coming, and make a modest living. 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.”

Beissel said the WEDC chose wisely when they selected Whelan and YB Urban? as a makeover winner.

“She has shown such dedication to seeing this area of town become a thriving commercial district once again,” Beissel said. “This investment will be tangible progress toward that goal and a positive transformation for our community. Good things are happening in our downtown!”

Now in its eighth year, the Main Street Makeover Contest is an initiative of the Wisconsin Main Street Program, a comprehensive revitalization program overseen by WEDC and designed to promote the historic and economic redevelopment of traditional business districts in Wisconsin. The contest is designed to raise awareness of the Wisconsin Main Street Program and Connect Communities Program, which are the two downtown revitalization initiatives overseen by WEDC. The programs provide support and training for communities and organizations dedicated to downtown revitalization efforts. The Makeover programs are just one example of many programs designed to foster business and community engagement and showcase the businesses that bring life to downtown districts.