Milwaukee-based handcrafted pops and shaved ice business Chillwaukee, known for offering its products at a variety of Milwaukee-based events, is bringing their classic frozen treats, and some new varieties, to the Milwaukee Public Market this summer.

On Fridays and Saturdays from 10 a.m. to 8 p.m. as well as Sundays from 10 a.m. to 6 p.m. Chillwaukee will be stationed on the Public Market patio along the St. Paul Ave. sidewalk serving their treats.

Sam Wisneski is a co-owner of Chillwaukee, which is the business he bought with his wife, Alyssa, back in 2023.

Danielle Dahl and Collin Wallace, original owners of Chillwaukee, founded the business in 2017 and built a strong brand, while they also kept things very small. Wiseneski was able to take this strong foundation and expand the business.

This partnership with the Milwaukee Public Market is the latest and biggest expansion to date. Previously, the space where Chillwaukee’s vintage trailer is now stationed, used to only be seating.

“One of the reasons why we’re so excited to be here is that this is our headquarters. Chilwaukee has never had a home. Chilwaukee is an event-based business,” Wisneski said.

Previously, dedicated customers had to track down Chillwaukee at farmer’s markets and festivals in hopes of getting that next tasty treat.

Operating as a seasonal activation works for Chillwaukee because they are a seasonal business that only operates from May through September. This new situation with the Public Market is the perfect hybrid of mobility and stationary business, Wisneski said.

“I really do not want to be a brick-and-mortar. People always ask me, ‘is that the goal?’” said Wiseneski. “My goal is pop-ups, collaborations, more events and furthering our catering. This to me is like the perfect expression of our goal as a business to have a mobile pop-up with a great collaborator.”

As a seasonal business, leasing a brick-and-mortar building isn’t realistic for Chillwaukee and the overhead of having a storefront is expensive.

“My philosophy as a business owner has always been to go where people are. We’ve always done that. We put our carts at festivals, we put our carts at farmer’s markets and we put our shaved ice trailer at the Milwaukee Public Market where people already are,” Wisneski said.

This model significantly reduces Chillwaukee’s overhead, and makes them more viable as a business, according to Wisneski, who recommends that all businesses who can follow that model, follow it.

Wisneski approached the Public Market with the concept of adding Chillwaukee to their empty patio space.

“The Milwaukee Public Market told us, please offer the coolest, best, most unique product you can. And that’s what we did,” Wisneski said.

That product is authentic Hawaiian-style shaved ice served with house-made toppings like fruit jellies or mochi, and it’s topped off with syrups made from real fruit juices.

According to Wisneski, there is nothing like this product in the area, with a fine dining restaurant in Chicago being the closest. Chillwaukee follows a particular method to create shaved ice.

“So first, we make our own blocks of ice,” Wisneski said, “We have special molds, and we make our own ice with purified Milwaukee water. We’re proud of that.”

There are two different blocks of ice to provide two different types of bases: one is just water, and the other adds some coconut milk to add extra creaminess. These blocks are freshly shaved to order, which allows for the fluffiness of the ice.

Wisneski imported two ice shaving machines (one from Taiwan and one from Japan), which are the same ones used in Hawaii, to get authentic consistency. Fujimarca and Swan are the names of these two ice shavers, and Chillwaukee has their blades sharpened regularly by a professional.

After choosing the base, a customer must choose from six syrups which include yuzu, lime, banana, strawberry, raspberry and lavender.

It doesn’t stop there as they offer in-house mochi and strawberry jelly cubes as toppings. Finally, there are drizzles to top everything, with flavors that include matcha, ube, chocolate or a classic traditional drizzle.

The dogs aren’t being left out as there is an option to get a pup bowl, which is just shaved ice with a pumpkin puree drizzle on top.

Last year, Chillwaukee did two shaved ice catering events and currently they already have 15 scheduled.

With the virality of this product, there is worry of running out of certain syrups or toppings.

“Right now, our philosophy is if we run out, we’re going to sell out, and then we’ll restock the next day,” Wisneski said.

Chillwaukee doesn’t plan to rush out orders even if there is a long line because they want to make sure every bowl is picture perfect and tastes amazing.

“Everyone knows that summer in Milwaukee is magical, and we want to be a part of that magic,” Wisneski said.

Paul Schwartz, executive director of Milwaukee Public Market, was excited to bring Chillwaukee and their Hawaiian shaved ice to the Historic Third Ward.

“It’s incredibly fresh and made with real ingredients. I especially appreciate that they make their syrups in-house and avoid artificial flavors and colors, and I think that has been a big part of their success.  It also offers a refreshing summer treat that feels a little different from what most people expect when they hear ‘shaved ice,’” Schwartz said.

According to Shwartz, the Milwaukee Public Market is always looking for new opportunities to introduce visitors to unique local businesses and cultivate experiences around the Market.

“Their branded trailer is also very photogenic and a perfect ornament to the weekend sidewalk aesthetics. It’s also helping reinforce the idea that the Market experience extends beyond the walls of the building,” Schwartz said.

By offering a product that is uniquely different from anything in the Public Market, Chillwaukee compliments rather than competes with the businesses located there.

“These activations help extend the Market experience outdoors, encourage visitors to linger longer and contribute to the vibrant atmosphere that makes the Historic Third Ward such a special destination during the summer months,” Schwartz said.