The Forest County Potawatomi community is venturing into new territory by launching a chain of convenience stores and gas stations. The first location, currently under construction in Slinger, will serve as the cornerstone of the new Merchant Village, strategically situated near Highway 60 and Interstate 41. This development marks a significant shift for Potawatomi Ventures, the economic development arm of the tribe, as they expand beyond their established casino business.

Expanding further, a second fireside MARKET location is planned for Brown Deer, set to occupy the former Rite Hite corporate offices. David Llovera, executive vice president of fireside MARKET, highlighted the unique selling point of these stores: offering fresh, healthy food options prepared on-site, along with traditional convenience items. In addition to conventional services, these establishments will also provide electric vehicle charging facilities, catering to the growing demand for eco-friendly transportation solutions.

While some residents in Brown Deer welcome the new development, citing increased convenience, others express concerns about potential traffic congestion. Despite the competitive landscape, Llovera remains optimistic, emphasizing that their approach distinguishes them from existing players. By focusing on quality and innovation, Potawatomi Ventures aims to create value for customers and communities alike. The Slinger location is scheduled to open this summer, while plans for Brown Deer are expected to be finalized soon.

This expansion reflects a forward-thinking strategy that not only meets daily consumer needs but also promotes healthier lifestyle choices and sustainable practices. Potawatomi Ventures is demonstrating its commitment to enhancing local economies and addressing the evolving demands of modern society.