Although it may seem another Target/Wal-Mart superstore pops up at the same rate students doze off in a dull power lecture, the small business community of Monroe Street offers a much needed breath of fresh air to Madison’s retail landscape.
On Tuesday, Ancora Coffee Shop on Monroe Street held an open house to celebrate the release of the new book “Portraits of Monroe Street: a Tour of the Monroe Street Businesses.”
This collaborative effort was initiated by Orange and Dean Schroeder, owners of Orange Tree Imports, who, with the help of photographers, took artistic and personal photos of the interiors and exteriors of the myriad indie shops.
The book was inspired by “Shutting up Shop: The Decline of the Traditional Small Shop” by John Londei.
“Londei’s book came at a time that I was getting ready for the 30th annual Monroe Street Festival, and thinking about the … 200 businesses that have come and gone on Monroe Street or changed ownership or location since the first Festival — although I like to think of retailing as changing rather than declining — I realized how much respect and affection I have for my fellow business owners,” Schroeder said.
“We’ve owned Orange Tree Imports for almost 35 years, and we’ve seen how much it has evolved over time. We wanted to showcase the business landscape as it is today,” he added.
The eclectic book features a spread for each of the participating businesses, among them Orange Tree Imports, Klinke Cleaners, Mad Cat and Michael’s Frozen Custard just to name a few. The photos highlight the charm of independently owned businesses as well as their diversity and the passionate employees who work within them.
Sometimes it’s not just the people of Monroe Street who make an impact. Photographer Daryl Sherman recollects the charm of Lakeview Veterinary Clinic when he captured the essence of a cowering patient.
“He wasn’t so tough once he got on the table with the shot,” he said.
Humor aside, Sherman’s executive history with the Vilas Neighborhood Association shows his interest in preserving the sense of community and local business patronage that characterizes the Monroe Street area.
“We made up our mind to capture Monroe Street as it is today, because it will undoubtedly change with time as it has evolved in the past; by highlighting the faces and storefronts of Monroe Street, we are creating a sense of community while promoting the support of independent, small businesses,” Schroeder said.
“Portraits of Monroe Street: a Tour of the Monroe Street Businesses” will be featured in the Madison Public Library system and the State Historical Society.
“We want to promote the practice of doing business with friends,” Schroeder said, adding such an experience is often lost in the corporate structure of big business.
The immense support from the neighborhood and local businesses made the production of this book possible with the hopes of spreading the word about quality local shops.
“Portraits of Monroe Street: a Tour of the Monroe Street Businesses” can soon be found at the Madison Public Library, the State Historical Society or purchased from www.blurb.com. A photographic exhibit featuring some of the photos from the book is on display at Ancora Coffee Roasters until March 5.
