Fox-Bay Cinema owners discuss ways to reimagine iconic Whitefish Bay theater

 

WHITEFISH BAY, Wis. (CBS 58) -- Proposals are being drawn up to reimagine an iconic space in the heart of Whitefish Bay.

The Fox-Bay Cinema, a staple on E. Silver Spring Drive, has been closed since the pandemic began in 2020. Now, the owners are sharing ideas to revive the space.

"The community wants a place to gather," said Sheldon Oppermann, CFO of New Land Enterprises, the company that owns the building.

New Land Enterprises plans for the Fox-Bay Cinema to have a bright future, but not necessarily as a movie theater.

"The experience of being to the movies is evolved," Oppermann said.

After talking with potential operators and residents, they've moved away from the idea of a traditional cinema setting.

"We started to look at the theater not only as a movie theater, but as a place where movies could be seen, or where events could happen, like comedians, concerts," Oppermann said.

New Land Enterprises spoke to the Whitefish Bay Community Development Authority last week, sharing potential plans for a multi-use space with a cocktail bar, restaurant, and one movie screen.

"They want a place where families can come enjoy a common experience, and they can enjoy a common experience with their neighbors," Oppermann said of nearby residents.

The theater has been a central fixture in the village for seven decades.

"It means a lot to me because my first date with my wife was there," said Terry Stuhlmacher, owner of Winkie's Toys and Variety.

Winkie's Toys has operated down the block from Fox-Bay Cinema for nearly 60 years, making the two businesses some of the oldest fixtures in the village.

Stuhlmacher believes most locals are passionate about keeping the theater alive.

"This would be something that would be beautiful, to keep it going," Stuhlmacher said.

Ideas for the space are still in flux, as it's early in the process.

New Land Enterprises will soon request operator proposals and community feedback.

"We don't want to come up with something that isn't welcome and interesting, and going to be supported," Oppermann said.

If proposals go smoothly, Oppermann hopes the space can reopen in its new form by December 2024.