Lake City Social celebrating fifth anniversary
It was a homecoming, five years ago.
Stephen Schroeder and his wife Sally met in Lake Geneva, where he came to work at the former Houlihan’s in 2009. Sally – who is from Lake Geneva – joined the staff, Stephen stayed as manager through the transition to Sprecher’s and the two fell in love. In 2019 they left for Milwaukee, where Stephen had an opportunity to run the Milwaukee Bucks’ Mecca Sports Bar.
In what often seems a pattern, opportunity presents itself along with risk and challenge. In the aftermath of the Covid pandemic the familiar property at 111 Center St., which had housed Houlihan’s and Sprecher’s, became available. Stephen and Sally took on the responsibility and became owners of what they would call Lake City Social, which is celebrating its fifth anniversary in May.
“When he first came to me (with the plan) we were pregnant,” Sally told us. “When it was supposed to go through we were going to have a four-month-old. This is kind of crazy. Then Covid hit so it got pushed back a little farther. It went through and here we are. We’ve survived and thrived – and had another baby.”
Stephen puts it in simpler terms.
“I live and thrive off chaos.”
That’s not to suggest the transition came without real risk.
“The first two years we were flying by the seat of our pants, trying to figure out if tomorrow is going to happen and if the next day was going to happen. The first couple of years were rough,” he said.
Even the name they chose – Lake City Social – was something of a gamble. Early on, they found themselves explaining to potential customers that the pub and restaurant were open to the public and not a private club. Something about the name, apparently, created for some the impression of a private lakefront space Still, Stephen insisted.
“She can tell you,” he said, “I’m super stubborn. I like what I like. I’m going to make it work.”
Sally just nods.
And why wouldn’t it work?
“You have a premier location, you’re right on the water, by the lake. That’s your sales point right there,” Stephen explains.
Not surprisingly, business started slowly. In 2021 the pandemic was easing but people remained hesitant about resuming their former going-out styles. Yet as a former Houlihan’s and Sprecher’s manager, Stephen knew what the location could produce.
“We took over and we did about a third of what we did for the lowest previous season that first year. It was scary, seeing numbers that low,” he told us. “The benefit was there was nobody working so we had no staff on the floor. You weren't doing the sales but you couldn’t overspend on labor.”
Today, Lake City Social is successful and has built back revenues to pre-Covid levels.
“It was a crazy struggle in the beginning,” he said. “It’s taken us five years of crazy amounts of work and dedication. The shout-out goes to our staff.”
In the process the Schroeders have been innovative and forward-looking. Technology has allowed them to streamline operations by placing point-of-sale devices table-side in the hands of staff.
“We’ve eliminated so many steps,” he said. “If we’re that busy we can turn the restaurant an extra two times a day just by eliminating steps. As (servers) are talking to you the bar is already making their drinks. The kitchen is already making your appetizers.”
The latest devices are cellular-ready and can be taken off premises, opening up new business opportunities.
Both Steve and Sally say returning to the community was about more than a business opportunity. It’s where they wanted to plant roots.
“That’s why we decided to move back here. We wanted to raise our children here because the small town community is family,” Sally said. “Everyone takes care of each other. We wanted to be part of that.”
“You still compete here,” Stephen said, “but this has a small-town feel. As much as you compete down here it’s still very much a community that’s driving in the same direction.”
There’s a network of business owners, he says, and if he needs their help it comes – and he stands ready to return the favor.
So, after five years, we asked, “What’s next?”
The answer was a surprise. In partnership with The Cove of Lake Geneva, Lake City Social will be operating the pool bar and catering food and beverage service for group events. It’s
another big challenge and a great opportunity. Lake City Social will be looking for dozens of servers and bartenders for the job.
The Schroeders also have become known as strong supporters of community events and charities. On September 13 they are supporting a fundraiser for pediatric cancer treatment and research. We took our grandkids – Jack and Khloe – to their Trunk-or-Treat event at Halloween.
And we’re big fans of the menu, the next thing to lunchtime regulars. Tasty best sellers include tacos, Nashville chicken, ribs and a personal favorite, the chopped Social Salad.
We’re glad Stephen and Sally chose to come home. They’ve built what Lake Geneva has become known for – business with a heart.
Happy fifth anniversary.
Stephanie Klett is the President and CEO of Visit Lake Geneva, and the former Secretary of the Wisconsin Department of Tourism. Her husband, Bill Barth, is the former Editor of the Beloit Daily News and a member of the Wisconsin Newspaper Hall of Fame.
Klett and Barth
