Middleton, WI February 2026

Local Love

As February arrives, our thoughts naturally turn to the people and places that make our lives meaningful. In this issue, we lean into our “Love Local” theme by celebrating the deep-rooted connections that define our community. Beyond the chocolates and flowers of the season, there is a profound beauty in the businesses and neighbors who have stood by us for decades, proving that the heart of Middleton is built on loyalty and legacy.

We begin this issue with a heartfelt salute in To Our Hometown Heroes. This tribute honors the brave crew at the Middleton Fire Department, whose tireless dedication and steady hands keep our community safe through every siren and season.

The theme of long-standing commitment continues with Googins Advisors. In the article Invested in You , we explore how this family-led firm has spent fifty years prioritizing clarity and personal relationships over automated algorithms, helping generations of Middleton residents secure their independence.

For our four-legged family members, we catch up with Aimee Jarosz of Dog’s Best Friend Training. Her feature, Building Better Bonds, highlights a nearly 40-year legacy of positive, humane training methods that help dogs and their owners navigate life together with confidence and love.

Of course, we couldn’t celebrate February without a little inspiration for your next night out. Experience the Warmth of Winter Romance is your guide to rediscovering Middleton’s cozy corners. From private igloos to a bit of friendly competition at the arcade, these local ideas are designed to help you and your partner find a new “heart’s desire” right here in town.

Next, we step inside Sampler Square – The Home Center to see how craftsmanship is being preserved for the modern era. In Your Local Home Goods Dealer, owner Paul Follett shares how he is carrying on a seven-decade tradition of personalized service and expert guidance for those looking to add that perfect finishing touch to their homes.

Middleton is more than just a place to live; it is an ecosystem of support, hardwork, and kindness. I hope these stories remind you why we love calling this city home.

With love,

February 2026

PUBLISHER

Cole Spitler | cole.spitler@citylifestyle.com

EDITORIAL COORDINATOR

Jill Heilman | jill.heilman@citylifestyle.com

CONTRIBUTING WRITERS

Shelby Deering, Jill Heilman

CONTRIBUTING PHOTOGRAPHERS

Ashley Hicks Media Co, Jill Heilman

Corporate Team

CEO Steven Schowengerdt

President Matthew Perry

COO David Stetler

CRO Jamie Pentz

CoS Janeane Thompson

AD DESIGNER Zach Miller

LAYOUT DESIGNER Adam Finley

QUALITY CONTROL SPECIALIST Brandy Thomas

hometown TO OUR HEROES

Love for Our Favorite Crew, Grateful for Everything You Do

ARTICLE AND PHOTOGRAPHY BY

JILL HEILMAN

When the siren sounds and the lights go bright, you’re out the door, both day and night.

Through the heat and through the chill, you protect our town with heart and skill.

First to come and the last to leave, with a steady hand and a heart on your sleeve.

The Little Gym of Middleton

Middleton

Red & White Night: Speakeasy Edition featuring Top Shelf & The Whiskeybelles takes place Saturday, February 7 (1–11 PM) at Red & White Winebar. Step back in time for a vintage-inspired day supporting the UW Foundation – Cardiac Research.

February also features a Luxury Tier Wine Tasting at the Hellers, a Broadway in Chicago trip, Jacknife Sushi & Tricky Foods, Book Club with a local author, $2 Tappers Wednesdays, and a Wine, Beer & Cheese Raffle.

INVESTED IN YOU

How Googins Advisors Has Spent Fifty Years Converting Hard-Earned Savings into Lifelong Independence

ARTICLE AND PHOTOGRAPHY BY JILL HEILMAN

In an era of day-trading, meme stocks, and robo-advisors, there is something deeply reassuring about walking into an office where people still use file cabinets. At Googins Advisors in Middleton, the technology is up-to-date, but the crisp, warm atmosphere is decidedly timeless. It feels less like a Wall

“You’re always an individual to us. We will take care of you and see that your needs are met.”

Street trading floor and more like a living room where someone happens to be very good at math.

Louise Googins founded the firm in 1978 with a phone book and a surplus of determination. She spent her days dialing strangers and giving her spiel, an exercise in grit that would break most people in a week. She quickly realized that she didn’t want to chase people into their kitchens to make a sale. She wanted to be a destination…envisioning a space where people would come to her for clarity…with an office where she could look someone in the eye and give them the straight story on their future. She did not set out to build a financial empire; she simply wanted to help people make their money work harder. She saw that teachers, laborers, and everyday folks were accepting low rates of return simply

because they didn’t know better. She took that interest and turned it into a fixture of the Middleton community. For nearly fifty years, she has built the business with her own two hands and a philosophy that prizes clarity over complexity.

“We don’t lie to people,” Louise says. “We explain things to them. Sometimes they don’t want to hear it, but we just tell people what’s good for them.” That directness is a Louise signature and has affixed itself as a company value.

While Louise has recently stepped back to let the next generation lead, the team picks up what she’s putting down. Michael Googins, Louise’s son, has spent thirty years on and off with the firm and now bridges the gap between Louise’s founding principles and the current client needs. He sees the value

in being real with people and understands how his mother earned rapport in the community. “I know how she acts,” Michael says of his mother, “which is a bit unusually open and honest and just no nonsense.”

The crew, small by design, is guided by ‘the Louise transparency guidelines.’ Whether setting a meeting with Michael, reviewing a financial plan with Rick, reallocating your assets with Lynne, thanking Cole for a cup of coffee during a meeting, discussing a money transfer with Kim, exchanging a warm hello with Dayton, or receiving a dry wisecrack of wisdom from Louise as she reads the daily newspaper, everyone is invested in your investments, operating as a collective brain. With Louise’s example in mind, they are quick to develop a level of open trust with their clients through fact-of-the-matter knowledge. Their cohesive unit is the hands-on team your heart desires in an increasingly automated world.

Rick Martin, a financial advisor who joined the firm five years ago after leaving a large corporate firm in Michigan, represents the bridge between tradition and modernity. He admits he is a “yellow pad of paper and pen” kind of guy. “I learned on a yellow pad, calculator, and pen,” Rick says. “Having the ability to also switch to technology is the biggest difference between how things operated back then vs now, but you can still retire people off a yellow pad because we’ve been doing it for fifty years.”

You can see this philosophy in the office itself. There are computers, certainly, but they live in harmony with rows of sturdy file cabinets. It is a visual reminder that while algorithms can track the market, they cannot track a relationship.

Rick found the transition to the smaller firm refreshing. He fits right in with the “Midwestern nice” culture that defines the firm. “I believe that there is more of a sense of community,” Rick says of working

“We make investors out of savers. Most people who come here are good savers. They just need direction. Saving isn’t the problem. It is placing it in the right area to grow on its own.”

in Middleton compared to larger metro areas. “People are nicer...it’s a breath of fresh air.”

This community focus isn’t just about being polite. It is about understanding the specific lives of the people walking through the door and knowing that a client isn’t just an asset allocation model; they are a grandmother trying to set up a custodial account, or a family deciding if they can afford new windows.

Michael notes that many clients come in feeling anxious, believing they need a complex plan when what they really need is the confidence to invest the savings they have already

accumulated. This is where the team excels at turning savers into investors.

This approach has created multi-generational loyalty. The team is now helping the children and grandchildren of Louise’s original clients. They have become the first call when life happens, whether it is a birth, a death, or a simple loan offer. “Clients that are around that long become friends,” Michael notes. It turns out that when you treat people well and help them secure their future, they tend to stick around. “You should be financially independent,” Louise states, “and we can help you.”

EXPERIENCE THE WARMTH OF WINTER ROMANCE

Celebrate the season of love by rediscovering Middleton’s favorite cozy corners. These local experiences prove that cold months are perfect for intentional connection.

RESERVE A PRIVATE IGLOO DOME

ARTICLE BY MIDDLETON CITY LIFESTYLE

Private igloo dining turns a typical night out into a winter experience worth remembering. With heated interiors and secluded seating, igloo domes offer a sense of exclusivity that’s perfect for date night. Lone Girl Brewing in Waunakee blends laid-back charm with seasonal menus, while Café Hollander in Madison delivers a refined, Old World atmosphere. It’s an ideal way to enjoy winter’s charm without sacrificing comfort or connection.

WINE TASTING

Perfect for conversation, connection, and savoring the moment, a wine-focused date night offers a slower pace. Winter is an ideal time to cozy up with a glass in hand and explore new varietals together. Cooper’s Hawk pairs approachable tastings with a polished dining experience, while Red & White Winebar in Waunakee offers a relaxed, neighborhood feel. For something more scenic, Drumlin Ridge Winery invites couples to sip locally crafted wines in a cozy, countryside setting just outside town.

ARCADE BARS

For couples who prefer a little friendly competition with their cocktails, arcade bars make for an unexpectedly fun winter date night. The Kickback Bar in Middleton blends nostalgic arcade games with a relaxed, modern bar atmosphere, making it perfect for breaking the ice or reigniting playful banter. Grab a drink, challenge each other to classic games, and let the night unfold naturally. It’s low-pressure, interactive, and ideal for escaping the cold while tapping into your inner kid. Winner buys the next round.

Crisp air and city lights, local drinks for frosty nights. Step outside the familiar door to find the charm you’re looking for.

May these ideas lead to inspire something new for your heart to desire.

ICE SKATING

Ice skating is a quintessential winter date, blending elegance, movement, and moments of playful connection. Bob Suter’s Legacy20 Arena offers a polished indoor experience, where couples can glide side by side in comfort and style, unaffected by the elements. For a more scenic, nostalgic option, local outdoor spots like Stricker’s Pond provide crisp air, gentle natural views, and classic winter charm. Whether indoors or out, ice skating invites laughter, closeness, and shared memories, making it a refined yet fun seasonal experience.

WINTER RECREATION

For couples craving an active winter date, skiing and snowshoeing offer both excitement and serenity. Hit the slopes at nearby resorts like Devil’s Head or Cascade Mountain for crisp air, scenic runs, and shared thrills, whether you’re beginners or seasoned skiers. For a slower, more reflective experience, Pheasant Branch Conservancy trails invite snowshoeing through quiet, snow-draped landscapes that’s perfect for conversation and connection. These seasonal activities turn chilly days into memorable outings, combining movement, adventure, and the understated romance of exploring winter’s beauty together.

WARM DRINKS

When your winter date calls for something cozy and delicious, explore a café you haven’t tried before for coffee, tea, or hot cocoa. In Middleton, Vitruvius Coffee and Tea has quickly become a local favorite for specialty drinks and relaxed conversation. For something fun and sweet, Candy Cloud serves creative warm beverages too. Just a short drive away in Waunakee, M-N-M’s Coffeehouse crafts classic lattes and seasonal mochas in a charming, less-well-known setting. These spots make discovering new favorite drinks part of the date.

building better bonds

How Aimee Jarosz is Sustaining a Legacy of Positive, Results-Driven Training at Dog’s Best Friend

Once upon a time, there was a young girl who didn’t grow up with dogs, and in fact, she didn’t even “like” them because they often scared her. Eventually, she grew up and married someone who adored dogs, and before she knew it, she had an American Eskimo puppy named Keanu. The rest is history.

Well…almost. A lot happened in between puppies ambling into her life. This is the story of Aimee Jarosz,

Certified Behavior Consultant and owner of Dog’s Best Friend Training. Her affinity for dogs that developed into the boundless love she has for them today started with a volunteering role at Dog’s Best Friend in 1996. Back then, it was owned by Patricia McConnell, a globally known top dog training expert, who founded the company in 1988.

After a year of volunteering, Patricia brought on Aimee as a trainer and soon developed into a training director.

ARTICLE BY SHELBY DEERING | PHOTOGRAPHY BY ASHLEY HICKS MEDIA CO.

“She was an amazing mentor and teacher, and I really owe so much of what I know about dogs and business to her,” Aimee reflects.

Since taking over the business in 2007, Aimee says she has worked with an amazing team of trainers who all “do what they do for the love of dogs.” But a lot has changed in the dog training world. While some training methods once thought to be outdated have made a resurgence, Dog’s Best Friend is all about positive reinforcement training and “humane methods of training and behavior modification,” as Aimee describes it.

Of course, technology has changed quite a bit since Aimee started with the company 30 years ago. “We didn’t even have computers!” she says, adding that she’s learned a lot about social media and expanding the company’s reach. The true challenge was when the pandemic arrived.

“We had to pivot like most businesses, and I had to quickly learn how to offer online versions of classes and do more behavior consultations remotely,” she says.

Additionally, she explained that the dogs themselves have changed over the years. “Years ago, most dogs were from breeders, from families whose pet dog had a litter, or from local humane societies. Now, rescue networks for dogs are extensive, and I would say that a majority of the dogs we see are dogs who are rescued, many of whom are brought here from down South,” shared Aimee.

As a result, since many of these dogs were previously strays or simply lived in homes where they didn’t have the best beginning in life, they, from a behavioral standpoint, need more support.

“We really want to help our clients with these dogs so that they can make as smooth a transition into their homes and lives as possible,” Aimee says.

Dog’s Best Friend currently offers several group training classes, including Puppy, Basic Training, Manners, Agility, Tricks, and Scent Work, along with specialty classes. They also work privately with clients on behavior issues like aggression and anxiety.

Aimee sums up her philosophy, saying, “I love helping dogs stay in homes and having healthy, happy lives where their needs are getting met.”

Your Local Home Goods Dealer

SAMPLER SQUARE CONTINUES A SEVEN-DECADE LEGACY OF CRAFTSMANSHIP AND PERSONAL SERVICE WITHIN THE MIDDLETON COMMUNITY

A knob walks into a showroom ready to lock in a new look, knowing the key to pull off a successful home design hinges on how the twists and turns are handled. Instead of bolting to a faceless corporation where quality is a gamble, this door opened to a neighborly “hello” of trusted guarantee. For a well-rounded process that is anything but square, Sampler Square is the destination for finishing hardware.

Stan Kuehn understood the importance of cohesive craftsmanship when he founded his home improvement business in

1958. Now, nearly 70 years later, Paul Follett continues his legacy of providing a hands-on experience. Paul finds great joy in the traditional way of doing business, where a phone call reaches a real person and a problem is solved with a conversation rather than an automated ticket. By maintaining the sense of service Stan championed, Paul ensures the business remains a human-centric resource. He remains dedicated to the belief that being a good neighbor is the best way to do business, providing a source of knowledge for the community he has called home for years.

“We know we are all in this together. Your success is my success, and we work together to support this community in a way big corporations simply cannot.”

“I attribute our success to our willingness to evolve,” Paul shares. Adapting throughout the years, they prioritized the ability to “find our niche, focus on what we’re good at, and be the best at it.” While the store originally had a broader focus as Stan’s Floor Coverings, it has narrowed its specialty to what many call the jewelry of the home: hardware. Knobs, handles, pulls, locks, you name it. These small changes, like a switch-up of hardware on existing cabinetry, can have a surprising impact on a room’s aesthetic.

It is a place where contractors find reliability and homeowners find guidance. Success is not measured by grand expansion, but by the trust of a returning customer. By choosing local, neighbors receive a guarantee of quality and a personal advocate that online retailers simply cannot replicate.

Paul Follett

Paul’s path to ownership at Sampler Square began in 2008 when he took a job working alongside Stan. As his interest grew into a larger passion, he embraced the mentorship opportunity to absorb the years of wisdom Stan had to offer. Under his guidance, Paul learned the tricks of the trade and saw firsthand how a small-town store developed a community of its own. In an industry that was quickly shifting to an overabundance of mass-produced items, Paul understood his role in helping maintain this little slice of quality and connection in our town.

After Stan passed away in 2012, Paul stepped up to fill his shoes. In 2019, Stan’s family presented him with the opportunity to take over the company. Knowing he always wanted to be a business owner, the decision felt like a natural chance to open the next door. Paul guided the business through a major transition from the original building on Parmenter Street to the current location on University Avenue. His first priority was to lock down the home field, ensuring that local contractors and neighbors knew they had a reliable partner right down the street.

Now more than ever,

Andrew B. Charles, CFP ®

Financial Advisor

Senior Portfolio Advisor andrew.b.charles@ml.com

Merrill Lynch Wealth Management 2 East Mifflin Street Suite 900 Madison, WI 53703

608.283.2719 fa.ml.com/andrew-b-charles

Merrill Lynch, Pierce, Fenner & Smith Incorporated (MLPF&S) is a registered broker-dealer, registered investment adviser, and Member SIPC. Bank of America, N.A., Member FDIC and MLPF&S are wholly owned subsidiaries of Bank of America Corporation.

The Bull Symbol and Merrill are registered trademarks of Bank of America Corporation. CFP Board owns the marks CFP®, CERTIFIED FINANCIAL PLANNER® , and CFP® (with plaque design) in the U.S.

A Senior Portfolio Advisor can help clients pursue their objectives by managing on a discretionary basis custom investment strategies, selecting from a wide range of Merrill model portfolios and third-party investment strategies. © 2025 Bank of America Corporation. All rights reserved. MAP6209646 | AD-01-25-2573 | 470944PM-0124 | 02/2025

events

A SELECTION OF UPCOMING LOCAL EVENTS

FEBRUARY 6TH

Friday

Night Strikes: 3 Strikes Pinball Tournament

7622 Lisa Lane, Middleton | 7:00 – 10:00 PM

Test your pinball skills at this fun, free weekly tournament at The Kickback Bar. Players compete in a “three strikes” format: get three strikes and you’re out. Whether you’re a seasoned player or just in it for laughs, enjoy friendly competition, drinks, and socializing in a lively community setting.

FEBRUARY 7TH

5th Annual Red & White Winebar Heart Night

331 E Main Street, Waunakee, WI 53597 | 1:00 PM – 12:00 AM

Step back to the Roaring 1920s for the 5th Annual Red & White Heart Night, benefiting the UW Foundation – Cardiac Research. Don your finest speakeasy and flapper attire and enjoy live music from Top Shelf and WhiskeyBelles, a silent and online auction, bubbles, nibbles, and more. This prohibition-era party promises an unforgettable evening for a powerful cause.

FEBRUARY 11TH

Middleton Community Orchestra Winter Young Artists Concert

2100 Bristol Street, Middleton | 7:30 – 9:00 PM

Experience a showcase of exceptional local talent at this community orchestra concert featuring winners of the 2026 Young Artist Competition. The evening highlights vibrant performances with orchestral accompaniment and guest conductors, celebrating emerging musicians and offering a memorable cultural experience for music lovers of all ages.

FEBRUARY 12TH

Sip, Sample, Socialize

1313 John Q Hammons Drive, Middleton | 4:30 – 7:30 PM

Sip, Sample & Socialize is the Middleton Chamber’s signature evening networking event, bringing business professionals together for drinks, local bites, games, and conversation. Designed to be both fun and approachable, this annual gathering offers an easy way to make new connections and strengthen relationships within the Middleton business community.

FEBRUARY 14TH

Castle Creek Conservancy Candlelight Hike

900 S. Division Street, Waunakee | 6:00 – 8:00 PM

Enjoy a cozy winter evening at Castle Creek Conservancy with a self-guided candlelit trail perfect for all ages. After hiking a scenic mile through the preserve, gather around a warm bonfire with s’mores. It’s a family-friendly, low-key outdoor experience that invites both locals and visitors to explore nature’s beauty after dark.

FEBRUARY 28TH

Bockfest

7734 Terrace Avenue, Middleton | 10:00 AM – 4:00 PM

Celebrate spring’s arrival at this year’s 29th annual Bockfest, a lively outdoor festival at Capital Brewery. Enjoy the release of seasonal Blonde Doppelbock and Maibock beers, live music, food vendors, and quirky traditions like the “Running of the Blondes” and fish toss. This adults-only event brings together beer lovers for a day of fun and community.

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