One Step Closer to a second store!

Hello - we are thrilled that the coop will have a west-side location. We moved from the east side this summer to the west and still visit the coop 2-3 times a week. We heard that the new location will not have a juice bar. Is this true? If so, I would ask you to reconsider. It is a great resource for those members who have health issues - our family included. Thanks.

Great location! I live in Middleton and make the trek to the East side store about once a week. The West side store is within biking distance and I will definitely shop there - now also for everyday needs.
I attended the meeting at Middleton Public Library. It was nice to hear the presentation and see so many "associates". The West side and Middleton aren't well served with healthy food choices, organic and local goods, by the big chain stores. Everyone I have talked to can't wait for the new store!
Thank you for providing some details regarding the layout. I love the Willy Street vibe, and it may not be easy to transfer to the new location. Great to see you acknowledge this and let the new store develop its own personality, while at the same time providing the framework for a great atmosphere (attention to neighborhood, natural light (yes, more windows!), outdoor seating area, bike parking, etc.).
Now, if the new store would carry a Willy Street all-organic hummus, my life would be perfect ;-)
Thank you, thank you, thank you!!!

Hallelujah! The new location is right on my way home to Black Earth. We're ready to join as soon as the new place opens (actually rejoin, but it's been years since we lived on the east side) . We can't wait!

We are so happy and excited about the new store. It would be walking distance for us (ok, a long walk but that's ok). We have shopped at Willy Street since we moved to the Madison area 7 years ago. At times we lived closer to the East side store but we bought a house in Middleton and have had to limit our shopping trips to Willy Street. The new store would enable us to do all our regular shopping with our favorite store once again. We have shared the news with everyone we know here and they are all very happy. This is the best news in a long time. Doug and Bernie Fuson

Perfect! I live within walking distance of the proposed location and will be a much more regular customer. Right now I end up shopping at stores I'd rather avoid due to logistics and time constraints. This is going to change my life for the better!

This is the best news ever. I am ready to buy as much organic/local food as possible to increase the health of our family and environment. We live in Waunakee and it is not easy to get to Willy St. I will be using this store as our primary grocery location. Thank you for making my desires a reality!

BEST NEWS EVER!

We are within walking distance of the new proposed store and can't wait for it to open! So great to have this option on the West Side, and in Middleton no less. Totally made my day.

While I think it's wonderful that Middleton will get a new coop, I question why it has to be a branch of Willy Street Coop. If another coop is needed outside the city, why not help people who live there create their own coop, with the help of Willy Street? I hope this isn't the first step toward a coop turning into a grocery store chain. SMALL IS BEAUTIFUL.

Attended the meeting last night at the Middleton Library - nice job on the presentation! For those of us who live in Middleton and want to reduce our carbon footprint having Willy West is exciting. Can't wait for the opening!!

Happy Happy Joy Joy! I am certain the store will succeed in this location. West siders are eager for more local foods and we want to support local businesses. I know I am happy to now be able to ride my bike to the co-op rather than drive 10 miles. Thank you, thank you, thank you, Willy Street!

Great News! I'm a lifetime member on the far west side of Madison and bike to the store on weekends only because of the distance. I'll check out the West Side store and spread the word.

Hurrah for a Middleton Willy Street Coop! I am a current coop member but seldom get to the east-side store. I live near the proposed second site and will be a regular customer should this location be selected.

I'm new to Madison and my family and I are renting a house on the East side while we find a house to buy. I love the co-op and do my weekly shopping there. The co-op is one of the things that would keep me in the East side, but now that a new store is going to open on the West side I feel like I can seriously think of moving there now. That's how important the co-op is. Being able to find organic, healthy, sustainable food is hugely important to my lifestyle. Thanks guys!!!

When my husband told me about the Co-Op coming to Middleton, it made my day! I would be a regular at the East side location but it is just too far away from our house. I am absolutely thrilled with this news! We definitely support having the 2nd store in Middleton! Thanks so much!

Great f/western Dane Co.! Vote with how you spend your money.
We used to be members of the co-op when we were in college (not so long ago). When we bought a house outside of Madison, the drive was too much for grocery trips. This new location is superb–a ten minute drive. We will certainly stop here before going to Woodman's or Costco or Whole Foods.

This will work. Middleton shoppers have enough money and interest to support organic products and they are probably going to understand the efforts the co-op goes through to also emphasize local products.
I am an "east sider" who came from a tiny rural town and yet I still comprehend that Madison is a little city of 250,000. In my opinion, Middleton is next door and serves people I have organized, socialized and worked with, so it is still "local".
Planners, please do not be in denial about how many cars people use and ensure there is safe entry and exit to the parking lot and have a sufficient parking area. If it is not cars people are using in a few years, it will be mopeds, or electric vehicles. Congrats on moving ahead with expansion plans.

From a commuter who appreciates her gas-sipping, 38mpg Civic... I live on Lake Monona, work in Middleton, and I am very excited that the new Co-op will be on University. Even though the Willy Street location is much closer to my home, I bet I'll end up shopping on the west side more frequently. Swinging by for groceries after work will be easy, instead of a hassle that I avoid. I love the 1221 location, but I never go there on weekends, or from 4-7 on weekdays. It's just a chaotic experience, especially if you are like me and take the time to read food labels.

Tens of thousands of people live on one side of town and work on the other (just look at the beltline at rush hour). I'm sure the new Middleton co-op will have a huge percentage of shoppers like myself who would rather consolidate west-side errands so that they can enjoy more of their free time.

And to J who made the comment "Don't assume that just because someone lives outside the isthmus, they're guzzling gas and spewing exhaust," I will make a toast to you when the new beer & wine section opens!!!

This is the BEST news I have been hoping for!!! It is such a trip for us to get to the Coop, but it is so important for us. I was recently talking to a friend about what a shame it is that Madison doesn't have more Coops. My husband recently moved to this country and after seeing Food, Inc. is always doubting the food we eat. Now we will have a convenient place to buy our produce without having to waste gas driving to the east side. We'll be able to bike it! We weren't sure how long we'd stick around Madison, but this is making it more attractive!!

Wow, I'm *delighted* with this choice. I live and work on the west side and have been hoping for even a central location, never dreamed you'd go that far west and am so pleased. My Saturday 'trek' includes a trip to Clasen's for bread, Costco for gas and whatnot, Brennan's for fruit and cheese. In the summer, the first stop on my list is the Westside Farmer's Market. Still will stop first at the WSFM in season but all the rest of the year, you know the Coop will be in that mix at least one day a week and likely more often. Kudos! Love the Coop but, as others have said, get there only a few times a year and have had to bail when there's no place to park.

This is wonderful news. We can only get to the east side location about once a month. The Middleton location is within the 7 minute drive from home to work so I'll be stopping 2 to 3 times a week. I can't believe how many people where I work in Middleton said that they will now join the coop if it's in Middleton. A huge thanks from the west side!!!! We love it.

Thank you! Thank you! Thank you! Even though I live on the North side, it will be easier for me to shop at the Middleton store since I work near Middleton. It will be so easy to stop on the way home. There are thousands of people that work in the Middleton/Madison Business Park area so I know I will not be alone in stopping after work or at lunch time. Much love! I wish you were able to have the juice bar there.

Congratulations on the new site!

I was personally hoping for something more Southwest Madison, towards Fitchburg. I'll look forward to when Willy can open their 3rd location there :)

(I have no idea what's going on in the old Cub Foods building next to the Home Depot off Verona road, but it's A) right on the SW bike trail, B) on a major road, and C) close to some troubled neighborhoods. It'd be nice to have healthy food there amidst the payday loan shops and convenience stores.)

While I'm happy that Willy Street decided to locate on the West side, I'm a bit confused by the choice. When Fitchburg was mentioned as a location a few years ago it was thought to be "too far" and "we don't think there are enough people outside of Madison to locate out of the city" I've been holding on to my membership until the co-op decided the new location. Middleton is no more convenient or close than the current Willy St. location. Fortunately, Paoli foods is available. While not exactly close, it is more convenient than the east side or Middleton. Unfortunately, I'll probably be withdrawing my membership as it does not make sense to go all the way to the east side or Middleton.

Yippee and Hooray!

This long-time Co-op member and west-sider can hardly contain my excitement about the Middleton location. Great for Middleton residents, great for west-side Madison residents. Great for Willy. Great for local foods!

Woo Hoo!

Let us members know what we can do to help! As a Westsider who is always finding herself traveling downtown to enjoy the co-op I really want to see this happen. If you need people to carry, lobby, hammer, or petition to help get this moving just let us know!

This is great news! I joined Willy St Co-op a couple years ago when I was working on the Square and it was fairly convenient to get there. Now I rarely shop there due to the inconvenience of getting there.

I'm happy that I will have easier access to more organic and locally grown produce.

Thanks!

I am thrilled about this news. I love shopping at the Co-Op, but dislike the gas used to get there from the far west side. The Middleton location will be very convenient for me, and I expect to transfer much of my weekly shopping from Copps and Whole Foods to Willy Street-West.

YEAH!!! I'm so excited to see they decided to go with a west-side location. Yes, Whole Foods is close, but so expensive. I hope I still live in the area when the store is built.

Yay!! I am moving to University on the West side and will be able to go to the Middleton location quite often! congrats!

I'm super-excited about this new location! Bravo to the coop for choosing a site on the far-west side. I'll be shopping at the new Willy Street far more often, now!

We were hoping for a store that was truly on Madison's west side. This Middleton location is not ideal, but we will support the new store.

Where will Chad Vader work?

I am a Co-op member who lives on the near-west side (just east of Midvale) and would most certainly shop at the Middleton location. Sure, I'm probably not going to run over there just to get a gallon of milk after work, but I am definitely more likely to go to the new location rather than the Willy St. store. I try to group my errands in order to minimize driving, and I rarely have cause to be in the Willy St. area for other reasons. I know a number of people who are NOT currently Co-op members because they aren't in close enough proximity, and I am pretty confident that a number of them will also frequent the Middleton store.

Great news! My daughter and I are in Middleton one day each week. We love Willy St. Co-op and look forward to visting the new store.

AHHHHHhhhhhh!! I LOVE you! I moved 45 miles west of Madison from the east side and miss the Willy St Co-Op DAILY. I know it sounds lame but it will be much easier to get to the Middleton location. Thank you! Thank you!! Not sure what kind of advertising budget you have but definitely look into Mt. Horeb, Dodgeville, Mineral Point and Spring Green areas.

We support the proposed west side location! It will allow us to shop at the Co-op more often and drive less. It uses an existing location that needs a good anchor store and is on a main street.

I know our city (and its neighbor Middleton) have long been afflicted by an east/west rivalry of sorts; understandable considering the geography of the region! I believe many of the supportive comments above will show that the way westsiders are sometimes stereotyped is just that, a stereotype. Some of us (like my family) choose where we live by considering the COMBINED effects of where we can drive less to work and other frequent destinations, where we can get a yard that has room for a vegetable garden, where we are happy with the schools, etc.

Looking forward to OUR co-ops 2nd location,
Cindy
10 year CSA member
8 year Willy Street Co-op member
longtime home vegetable gardener
longtime thoughtful environmentalist
proud resident of Madison's Hill Farms neighborhood

I'm so excited that the coop is coming to Middleton. I'm going to do 100 backflips or something when it opens. I have so much love for the store, but I can't make it there that often since I live on the west side. Now that it's closer I'll be able to shop there exclusively :) Epppp!!

As someone who lives on the west side and loves to shop at the Coop, I am VERY excited about having the second store within easy distance of my house!!!

Great news! Yipee! Yes, I am happy! I am another westside member who will shop more often (weekly if not more) if the store opens on the west side. (I will be able to walk to the store, so I am really happy!) I am very glad to look forward to a store that offers mostly organic and locally grown foods on this side of town. Willy Street's produce is soooo much better than Whole Foods. Others will discover this as well! And your deli, wonderful service, etc. etc. etc.!!!!! I've made several food suggestions over the years at Whole Foods and all were ignored. Willy Street listens to its members and customers.

I seem to remember there being an issue with Copps moving into the Middleton Hills location and not a locally owned grocery store. Many people in Middleton (especially Middleton Hills) wanted something more local and organic. I'm sure these people will be thrilled to finally have a Locally owned grocery store in Middleton. This is an excellent location. Everyone that I know who lives in Middleton and Madison's west side will definitely shop at Willy West. I'm also very happy about the jobs it will create in our community.

While we are not yet members, we will join if the deal goes through for the Middleton Site. We live on Madison's far west side and frequent Middleton for many of our activities but have always deplored the lack of smaller grocers and none in downtown Middleton. The big chains have been our only options and we are anxious for a store with Willy Street's fine reputation. We are used to walking, biking or driving to that shopping center and think it will be amazing to have a Willy Street Coop site so close at hand where we can shop regularly. There are several neighborhoods within walking distance of this store ,as well that could really use the increased accessibility to a quality food store. The folks on this side of town who have to drive there are going to know how to access the parking lot.

Is the Co-op being represented by an attorney in this endeavor?

Perfect! I will now be able to shop by wheelbarrow...we've been waiting for you!

I think that I can truly say that this is a terrible location for the new store (I'm guessing it was picked by a bunch of east siders that have never ventured over to the west side). This does not serve the west side of madison (it serves middleton, which is fine, but don't be deluded into thinking that it is a west side madison store) --for most people on the west side, the Willy street location is actually closer.

Google biking puts me (I live near whitney and beltline) 7 miles to the Willy Street Store and 5 miles to the new Middleton Location. While slighty shorter (the car distances are similar ratio), this route is also laden with hills and there are no other useful stores/destinations around there. I will still be crowding the willy street location every week.

I would love to see a map plot of all westside WSC members and their proximity to the new store. This seems to me, although I can't claim complete impartiality, that this store will do little to serve existing west side customers and has big accessibility problems for all but those who live right around it.

Mike

Willy Co-Op in Middleton would be Bill and Ted Excellent!!!!!

Hi,

I was a frequent critic of the Board's approach to the Metropolitan Place fiasco. I'd like to congratulate the current Board and management for implementing lessons learned from Metropolitan Place; taking member criticisms to heart and actually becoming a much more open, transparent, thoughtful and member respecting entity.

The Middleton choice is a good one in terms of serving a significant number of Coop members who live near the west side.

I am assuming the Board has thought about and has a written exit strategy (I think the board promised to devise an exit strategy just in case this attempt fails.) Remember that the board has a fiduciary responsibility to protect the financial interests and viability of the Coop, versus the cowboy, head in the sand approach that was used the last time around.

I'm also hoping that the Coop puts off hiring the new store staff until such time that there is absolutely no possibility of failure. The last time round was a labor relations nightmare that resulted in many folks being let go as the project failed.

Lastly, please tell us who the project manager is and publish his/her CV so that the members can be reassured that the project manager has significant and proven experience that we can verify. If any prospective project manager is unwilling to have his/her CV published, don't hire that person. The need for transparency has to be honored given the past history of the Board and Coop as it relates to a second store.

Thanks,

Brian Mink
Member #949

WOOT!!!

I am just thrilled that you are coming to Middleton. It's a good location and I love Willy so much! Thank you, a thousand times...thank you!!!

I never shop at the Willy Street Co-op because it seems way to daunting for me to head down there from Waunakee. I usually try to avoid that area. It seems like the roads are crowded and parking terrible, but that's just my impression. I, for one, am REALLY looking forward to a west side location. I shop at Costco a lot and Trader Joe's and I am really excited to have the co-op closer and more accessible. I am all for it!!!

Very excited about this development. This will allow our family to do 100% of our shopping at the coop. RIght now we rarley make it out there. Simply too far, and with kids, it's a nightmare! Crossing our fingers that everything works out!!!

Great choice...love that the coop is doing this at this point in time. As a longtime owner, I support the location, process and decision. Let me know what we you need to make this expansion a success.

Good Luck!
I wish the co-operative the best of luck. However, I hope that the board and management have considered a plan of action to address the serious short-comings of this site.

The success of the Willy Street store occurred because the co-op accidentally followed the growth model of Walgreens: be in a stand alone structure on the right-hand side heading out of town. This location is the opposite of that. It is part of a out-dated strip mall on the inbound lane. Traffic exiting onto Park St is prohibited from turning left (sound familiar?). The long term vacancy of the site (formerly a Walgreens) should give pause.

I see that a lot of comments are from the membership who don't live near the Willy St. neighborhood, but is this going to be a big enough group (and will they shop en masse) to maintain the overhead of this site? The letter mentions that 40% live "outside the Willy St. area" but what is that area? I really don't see how people from the Hill Farms neighborhood will make the the trip to Middleton that easily. For those in Nakoma, Fitchburg and University Heights, it might still be easier to get to Willy St. Getting to Middleton after work (especially if one lives anywhere but Middleton or along Hwy 14) is a major effort (I say this with almost 16 years of driving professionally in Madison). Turning left onto University at rush hour will be difficult. Turning left onto Park St. is already prohibited. I forget is there is an outlet on Elmwood, but I seem to recall that it was an entrance-only.One of the pluses is that this store will be on the right-hand side for people who work in the Middleton Industrial park and off of University Ave.

That said, these difficulties aren't insurmountable. However, the board and management should not expect the same experience as when the co-op moved across the street. Hopefully, they have already addressed these issues. If not, then I expect that this will be a priority before opening or this site might end up like the experience of Whole Foods and their dismal East Towne expansion.

I'm fully in support of the new proposed location. Living on the FAR west side (OK, Spring Green), it's been hard to use my membership effectively unless I'm making a big, all-day shopping trip into town. Great news, and I look forward to it!

I am so excited! This is the best news! I live on the far west side and have often wished there were more options for organic and local produce in my neighborhood. I WILL be making the Co-op my primary grocer, as I am only a couple blocks away from the proposed location. I can't tell you how happy this makes me...I will be buying a bond. Also, my whole work office is happy over this news. A number of co-workers have already stated they will shop at the co-op on the way home from work. These are people that do not or have never been to the current location, as driving downtown isn’t ideal.

This location gives more potential customers the opportunity to conveniently buy local and organic – which is wonderful!

Absolutely fantastic! This is such good news; I am a member, but I live in Middleton & get to the East side maybe two or three times a year & try to stock up. This way I can stop off on my way home and get what I need when I need it--supporting my co-op instead of big nation-wide chains, and also supporting many local growers and producers instead of distant truck farmers. (Also eating healthier). Definitely a win-win from my point of view, and much better than having another store on the east side (or even downtown).

I am a longtime co-op member (and West sider) that has not shopped there in years. I was planning to withdraw my membership until I heard this news. I find the idea of two stores on the East side as opposed to one on each side of town very puzzling. Madison is not that big of a place.

I support this location because:
a) it uses existing space
b) the size of the store is not extravagant
c) it is on buslines, has room for a bike rack, and has a parking lot with *two* entrances/exits
d) will give many West siders an option besides Whole Foods, who I think will lose the most customers if this goes through

I support this measure and will keep my membership and buy a bond.

Wonderful! I live on the westside and I am so excited that the coop will be close to my home. I have been a member for almost 20 years so this is wonderful news.

So, is the Middleton store going up to alleviate the crowding of the Willy St. store, or is it purely for expansion? If the latter, what plans are in place to take some of the stress off of the existing store? Perhaps something closer to downtown would have been a better choice? How many people would choose a west side co-op over Whole Foods or Trader Joe's? Just askin'.

Great! Hope the store is closed on Sundays, because otherwise every employee and patron will need to drive to the huge parking lot. At least those who are coming from beyond a walk/bike range and discover that the "popular" bus line past this strip mall doesn't run on Sundays.

This is wonderful news. We live about five blocks away from the proposed location. Have been members for a long time, but it's difficult to make the trip to the east side. I think Middleton and the surrounding neighborhood will show strong support. One other factor to consider, if the store offers a deli like the eastside store, many Middleton High School students will come over for lunch.
Thanks so much!

I am so excited. I can't wait to become a member of the Co-op. In the past it hasn't seemed to make sense to do so despite my desire to because of how far away the Co-op was. Having the Co-op so close will allow me not to have to drive there. I can easily walk to this location. Please, please do open the second Co-op store in this new location. It is going to be amazing. Like I said. I can't wait!!!

I certainly can speak for many west siders who travel via car to Willy Street now. Well now we west siders can bike, walk and shop more frequently at the only grocery store in Madison that really offers local food. I have no doubt that Willy West will do wonderfully. I will shop at Willy West more then I do now at Willy East, I will bike, I will buy a bond, ... it is ALL GOOD. Congratulations. We West Siders do love Willy Street Coop.

Fabulous news!!!

I live on the Westside, work in Middleton, and drive by the new location everyday. I will definitely go to this location instead of making my weekly trek across town and fighting for a parking space at the Eastside location.

Great news that a second location has been chosen and I believe it will succeed financially. I have concerns, however, that (1) this will not much relieve congestion at Willy-East since most Middleton-ish patrons are likely not frequent shoppers and (2) the new location rewards sprawl and caters to automobile drivers, hence elevates financial success above some coop values.

OMG! This is the happiest day of the year so far for me! We LOVE the Co-op but live on the far West side so only make it there about once or twice a month. I will be at the Middleton location once a week if not more! True, we do have many grocery options on the west side, but as a vegan I personally think they suck! The chains are horrible and Whole Foods is way overpriced. Thanks for considering us on the west side:)

Very excited to hear the news about Willy West! Just wanted to voice my unqualified support for the new location...

Great! We live in Waunakee and this will be a better option for us. I've been a member for more than 10 years and this will work out well for some of us that have moved away from the Willy St area.

We live a block away and like many of our neighbors, can't wait. We were members of the last two co-op locations in Willy St. and are excited to do our shopping at the co-op again. Copps in Middleton just doesn't have a wide selection of organic products.

A very promising location.

Super excited. I'll renew my membership - moved out to Middleton last year. Hope you follow through and give the new location enough support and promotion!

Great news for Middleton and the west side of Madison. It is a great location and will be enjoyed by many CoOp members from the area as well as new members.

This is great news!

My wife and I live in Middleton and have always wished there could be something like the Willy Street Coop closer to our home. The Willy St location is just too far to visit often.

I think this location will be very successful, and will increase the awareness and accessibility of good food for many more people.

Owners, please follow through with this. Thanks in advance!

Sounds like a great location. Here's hoping for a great success!

The Second Store FAQ says "We will adapt the store according to the nearby stores and the neighborhood needs.." How is Willy Street West adapting to minimize its impact on Green Earth Health Food Store, which has been established for more than a decade just one block from the new WS location, and honoring the needs of it's neighbors who shop there?

I love shopping at the co-op. Though I live on the SouthWest side of Madison, I've integrated a trip there into my schedule as it currently brings me eastward a couple times a week. That said, I would definitely patronize the Middleton location - especially if the store captures the funky fabulousness of East-side store. Yes, it's more about the product selection - but it's also an ambient groovy vibe. This is a big step... one full of possibilities and risk. Let clarity and mindfulness guide this process. I plan on attending one of the informational sessions.

Hope you do west side store.......The Middleton location is less than 5 minutes from my house.

I am delighted to hear about the plans to open a new store in Middleton! As a resident of Middleton, it will be perfect for my family. The east side store location makes regular shopping at the coop impossible.
Hope the new location becomes a reality very soon.

I recall from my time on the WSG Board some discussions about "exit strategy" in the event of an expansion going bad. In the aftermath of the last expansion effort (that did result in a forced exit), the lack of an effective exit strategy was identified afterwards as one of the 'lessons learned.' So, what can be shared about the planning in place in the event things go badly? Is the Board's plan clear about what happens to bondholders in a forced exit scenario?

When does the Board expect the new store to be profitable and to what extent will profits at 1221 be cannabalized? How will this expansion effect future patronage rebates?

OK, thanks & congratulations. I wish all concerned the best!

Central kitchen and willy west
Given the increased distance of the West location to the central kitchen compared to the previous second location to the central kitchen, do we anticipate this second location being able to benefit from the central kitchen, and thus fully-maximize the central kitchen?

I trust you know the full history of Madison food coops, natural food stores and Willy St. spinoffs? Historically they haven't done so well on the west side and I have an uneasy feeling that this will be no different - there's already such a glut of grocery store choices over there. I was hoping youd be bold and move the main store to E. Wash in one of the many vacant places (there's that one neat old bldg between Dickenson/E Main/Yahara) and keep the one on Willy St. as the smaller neighborhood grocery. SIGH, what a missed opportunity for revitalization here at home, where it's sorely needed.

Excellent news!!!! My fiance and I live in Middleton and currently shop at the Willy St location every couple of weeks...we will most definitely be shopping at the Co-Op more often!! We're very excited :)