Today we’d like to introduce you to Sarah Smith-Prokosch.
Hi Sarah, so excited to have you with us today. What can you tell us about your story?
Humble Moon Saloon was created on a whim. We were slowly renovating the property next door (which we named ’Humble Moon Folkstead’) and had been nothing more than observant neighbors and customers of the establishment that we shared a fence line with. The bar and restaurant had once again come up as available over the winter of 2021. We didn’t want it sitting empty and wanted to breathe life back into the place, hoping to give it a new identity and a new purpose. We also saw value in owning 2 side-by-side commercial properties. We didn’t have much money but found a creative way to make the purchase on as-is terms. We created Humble Moon Saloon, llc in February 2021.
Leading up to that year there was so much turmoil unfolding around us in this tiny village as well as in larger nearby cities. We were heartbroken over the division that was being created over different opinions about vaccinations, masking, voting and gay rights. It inspired us to make Humble Moon Saloon a place where folks from all walks of life could stand on neutral ground. We hoped it would be a place for community, for people to come back together. We hoped that even if they didn’t understand each other that they could have the opportunity to learn something from one another and at least find respect in different views.
We learned very quickly in the opening of Humble Moon that this place brings out the best in everyone. We don’t really identify as a restaurant or a bar. We are a gathering place where folks frequent for nourishment of all sorts, be that food, drinks, enjoyment of music, interesting conversation, and mercantile goods.
Being located in a small seasonal tourist town we have had to be creative about how we run this business and how we use our property in order to stay in business. It may not make sense to other restauranteurs or bar owners, but it works for us and for Humble Moon. After several years in business we were able to grab the attention of those who really dig what we do. We are so unbelievably blessed to have the kindest, most loyal customers who stay up on what goes on here, they show up for special events and they bring their friends and family with them!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
From the very first day that we assumed responsibility for this property, we have had nothing but struggles. The obvious struggles were endless repairs. Considering that we purchased this property ‘as is’ we had the understanding that old buildings are always full of surprises. Also, starting a business like this without having any working capital makes it very difficult to get ahead. When everything that we bring in goes out in payroll, repairs, supplies and monthly bills, it makes it difficult to justify staying in business.
In our first week of ownership, we discovered that a new well had to be dug with quarterly water testing to be done, the commercial kitchen brought up to code, the majority of the coolers needed repair and that most of the electrical wiring was not safe. These were all things that we could not afford to do right away but somehow got it done with the help of family so that we could pass inspection and open for business. We’ve also replaced or repaired the furnace and the water heater, the grill, the walk-in cooler & the ice maker. The siding, deck and front stoop were all rotten, and the exterior walls with zero insulation in them. We have worked through about half of the exterior renovation but time and financials make it a slow process. We purchase parts and materials when we can afford them, a little at a time. We do most of the work ourselves and sometimes are lucky to get help from friends and customers when it works out. We have the skills and the tools to do our own repairs and improvements however, it is difficult to play handyman during the week and then clean it all to switch over into cook/manager mode and run the restaurant on the weekend.
We struggled with being seen and with shedding old expectations of previous businesses in this location. So many folks claimed they’d driven through Stockholm for years never once noticing the bright green building, others too afraid of the ‘divey exterior’ to take a peek inside. Many of the locals were still grieving their favorite place that was in this location 5 owners ago, not ready to support anything different, and others with preconceived notions that any new business here would be just like the last, so why bother? Once we started making progress on our exterior renovation we finally started grabbing new attention and interested new patrons who came because they could feel the energy surrounding Humble Moon.
Another struggle having a business in a small town, is that we and all of the other businesses pull from the same very small labor pool. We operate very busy days here on a very small staff. So many people in these small river towns have multiple jobs just to get through the seasons or because they want to be helpful to their business owner friends who they know really need the assistance. Sometimes it’s difficult to protect your staff from burnout when you just have to get through another weekend and when there is no second shift staff. We are so thankful to have the staff that we do and that most days we all have so much fun working together.
As you know, we’re big fans of Humble Moon Saloon & Mercantile . For our readers who might not be as familiar what can you tell them about the brand?
We aren’t chefs, just people who appreciate good food. Our 4 kids will tell you that we’re an ‘ingredient household’. We hold the same standard for whole, real foods here in the saloon that we would for our family. We’re far from perfect, have never won any awards for this type of work, and haven’t had any fluff stories written about us, but what we do here is real. We love to provide nourishment— nourishment through intention, thoughtfully made food, authentic conversation and a safe, welcoming space that’s been created over the last several years by a lifetime of dreaming, collecting, observing and skill building. This type of service keeps us humble and forever grateful for the strive to persevere. We look forward to sharing our cozy space and creating a memorable experience for folks from all different walks of life.
Here at Humble Moon we make everything from scratch, including our own gluten-free breading, which we use to hand-bread our fried goodies. Keeping our one and only fryer gluten-free has created a niche for the gluten-free and celiac audience and so we embellish on the gluten-free as often as we can. Many of our most popular specials and favorite menu items are always made gluten-free.
One of our favorite things to do which sets us apart from other establishments is to serve family style meals. We push all the tables together and serve food on vintage platters and bowls to be passed around the table. We serve in this fashion for our monthly family style breakfasts, our Friday fish fry, and private gatherings such as rehearsal dinners, luncheons and staff appreciation parties.
Something else that makes us different is that we don’t offer public Wi-Fi. We have a sign that folks love that says ‘we do not have Wi-Fi – talk to each other.’ We’ve noticed that this allows folks to be more engaged with their friends and family, more intentional and creates a much more laid-back atmosphere. We have games and lap blankets scattered about and our visitors learn very quickly that we want them to make themselves at home.
We strive to make your visit here an experience. We put a lot of thought and intention into our menu, a thoughtfully curated mercantile, small details such as cloth napkins, straw drinking straws, using real dishes and keeping disposables to a minimum. When it comes to special dinners and themed parties, we really love to set the mood with decor, lighting and just the right music.
We offer a rotating menu and a full bar including many non-alcoholic options during regular service days on the weekends. Our season runs from St. Patty’s weekend through winter solstice. Come winter time we only open for our Family Style Breakfast the first Sunday of the month and for Open Mic Night & karaoke the third Friday of every month. We also have a few special events scheduled throughout the low season. Our space is also available for private gatherings year round. We host many talented musicians often on Friday nights and sometimes on Saturday or Sunday afternoons.
We have several annual events that folks look forward to every year. We kick off our season with a St. Patty‘s Celebration, always held on the Saturday closest to St. Patrick’s Day, consisting of a scratch-brined corned beef brisket meal, live music, bagpipers, and a parade. Towards the end of March we host a masquerade party in which tickets and masks are required. We decorate to suit the theme and create a whole new mysterious world in our space. Our May Day Celebration the first Saturday in May honors spring and the new life that comes with it. May Day wouldn’t be complete without all day live music and fire dancers. Throughout the season, we have special meals that require reservations, such as Mother’s Day brunch, Father’s Day smoked prime rib feast, New Year’s Eve and Valentine’s candlelight dinners. Scattered throughout the year we also host music dinner theaters in which we have special seating to focus all attention towards a storytelling musician. Tickets are purchased in advance with limited seating. We serve a three course meal in between music sets, allowing you to connect with these talented musicians in an intimate listening room type setting.
How can people work with you, collaborate with you or support you?
We always have our eyes out for locally produced products and supplies. If there is a Wisconsin based small company out there that would like their brand to be showcased here, whether we’re using it in the kitchen and/or selling it in the Mercantile we’d love to hear about it!
If patrons are interested in special events that small businesses are doing such as workshops, shows or special dinners that require advance reservations please don’t wait until the last minute! As a business owner, I hear so much chatter about folks interested in our upcoming events but when it comes down to signing up, they wait until the very last minute. This is very disheartening and stressful because from my point of view it looks like there’s zero interest. I have to book entertainment, and do meat orders and other grocery shopping in advance. Do I take the risk of purchasing enough supplies for a full house even though I’ve only sold half the tickets or do I play it safe only buy the supplies that I need and then risk running out when we sell out at the last minute? Folks continue to express wanting to take part in these special experiences but if they don’t commit then the opportunity for these experiences will go away.
Pricing:
- Due to a shaky economy, and the fact that we have a very eclectic customer base we no longer have prices on food items on regular service days. Folks can order any combination of food that suits their appetite and pay what they think is fair based on what they are able. The system works beautifully doesn’t cut anyone out with rising cost and everyone gets what they need, including us.
- Craft sodas, beers and non-alcoholic beverages $3-6
- Wine by the glass $7-10
- Signature cocktails and n/a cocktails $7-9
- Private Dinners average $24-$48 per guest
Contact Info:
- Website: humblemoonsaloon.com
- Instagram: @humblemoonfolkstead.andsaloon
- Facebook: Humble Moon Folkstead & Saloon
Image Credits
Amy Backman, Sarah Smith-Prokosch, Skyler Farthing, Kristen Dieterman
