As winter approaches, Middleton’s local businesses are celebrating by decorating their windows as part of Downtown Middleton’s 3rd Annual Winter Window Stroll. This quaint tradition began in 2022 when members of the Downtown Middleton Business Association (DMBA) hired Anne Bamberg to paint the festive murals.
The DMBA formed the idea as a way to boost traffic during the COVID-19 pandemic. They reasoned that murals might attract customers to store windows and encourage purchases.
A local business owner, familiar with Bamberg through her work for the Little Pop Color Shop, suggested her for the project. The DMBA began working with Bamberg to plan for the upcoming winter murals Members of the DMBA loved Bamberg’s work, and many continue to hire her each winter to paint murals.
“[Bamberg]’s just so talented and she’s so receptive to what businesses she’s working with,” said Jessica Regele, vice president of DMBA and owner of the Regal Find, a local artisan goods store.
In previous years, the murals have followed a theme across each business. For example, the Middleton Public Library got involved in 2022 and helped design murals inspired by Jan Brett’s “The Mitten” in connection with a story walk.
Many stores that year sold knit items to match “The Mitten” theme. The following year, the murals all included gnomes, which were also featured in many stores.
This year, each of the seven participating businesses are following a “winter greens” theme, allowing owners more independence in designing their murals with Bamberg. Like in past years, each business owner pays for their own murals, but some assistance is available from the DMBA.
“[The] DMBA in the past has paid for window clean up and removal as a way to just sort of be generous and encourage people to do the windows,” Regele said.
Stores often feature items during the holiday season which match the murals’ theme. During 2022, many sold knit items to match “The Mitten”. The following year the murals all included gnomes, which were also featured in many stores.
The impact of the murals on boosting traffic is difficult to measure. Customers who are attracted to businesses by the murals rarely specify their reason for entering. That said, the murals certainly bring a warmer feel to downtown, drawing people back to the area.
“People are really excited and it creates a buzz,” Regele said regarding the attention Bamberg receives when painting, later adding that “[each mural] definitely adds to the charm, I think, of creating a warm and welcoming space”.
That added warmth and charm is in no small part due to the talent of the murals’ creator. Bamberg began her career in art at an early age. She grew up in Door Country, Wisconsin, an area with a lively arts scene.
“ I was fortunate enough to do a lot of different kinds of arts growing up,” Bamberg said.
Bamberg went on to earn a Bachelor of Fine Arts from the University of Wisconsin-Milwaukee with a focus in drawing and painting. In addition to being a freelance artist, she is currently illustrating a picture book. She has enjoyed painting the window-murals, as it is a form of painting she wasn’t previously experienced with.
While business owners help to design their murals based on their business, Bamberg also finds inspiration in fun and whimsical elements. She aims to paint things that will be as “ interesting for as many people as possible” but also enjoyable for her as well. The murals provide a lot of opportunity for fun and whimsy.
“Last year [with] the gnomes, there was a lot of humor to play with so that was really fun,” Bamberg said.
The murals featured in Downtown Middleton’s Winter Window Strolls bring a festive feeling to the area. While next year’s theme is currently unknown, — though the Nutcracker has been suggested — the tradition will certainly continue in the future.
