LIFE + CULTURE
THE DRIFTLESS, EXPLORED
FARMER’S MARKET LINEUP
HOME + DESIGN
OFF THE GRID - EXPLORING ENERGY INDEPENDENCE
SAME BASEMENT, NEW POTENTIAL
Explore
July always feels like an invitation to explore.
Sometimes through faraway destinations or packed itineraries, but also through the simple experiences that make summer in Wisconsin so special. Longer evenings, open windows, weekends outdoors, fresh in-season food, and others we highlight in this issue.
We begin by exploring the Driftless Region and some of Wisconsin’s most rewarding outdoor des tinations, from the bluffs of one of my favorite spots, Devil’s Lake to the quiet beauty of Mirror Lake and the winding stretches of the Ice Age Trail. These familiar places remind us that adventure often exists just a short drive away.
This issue also celebrates local farmers’ markets across Dane County, where fresh produce, small businesses, and community gathering places all come together during the busiest and brightest season of the year.
At home, exploration can look a little different. In our feature with Matrix Basements, we highlight how thoughtful design can completely transform underused spaces into places for gathering, relaxing, entertaining, and everyday living.
In our conversation with Full Spectrum Solar, we explore how homeowners are rethinking energy independence, resilience, and the future of sustainable living.
Whether you spend this summer on the trail, at the farmers market, traveling somewhere new, or simply enjoying time at home, we hope this issue encourages you to make the most of the season.
COLE SPITLER,
July 2026
PUBLISHER
Cole Spitler | cole.spitler@citylifestyle.com
EDITORIAL COORDINATOR
Jill Heilman | jill.heilman@citylifestyle.com
ACCOUNT MANAGER
Alexis Venter | alexis.venter@citylifestyle.com
CONTRIBUTING WRITERS
Jill Heilman, Alexis Venter
CONTRIBUTING PHOTOGRAPHER
Jill Heilman
Corporate Team
CEO Steven Schowengerdt
President Matthew Perry
COO David Stetler
CRO Jamie Pentz
CoS Janeane Thompson
AD DESIGNER Mary Albers
LAYOUT DESIGNER Adam Finley
QUALITY CONTROL SPECIALIST Anna Minnick
FARMERS’ Market Lineup
Your Guide to Track Down the Freshest Sustenance from Our Local Farmers
ARTICLE BY MIDDLETON CITY LIFESTYLE | PHOTOGRAPHY BY JILL HEILMAN
Meals taste better when we support those who grow with a dash of their heart and pinch of their soul. Our region is exceptionally rich in local agriculture, shaped by the largest producer-only farmers’ market in the United States. Lean into your Wisconsin roots and reap what our trusted farmers sow.
MONDAY
Madison Southside
• Novation Center - 2500 Rimrock Rd 2 – 6 PM
TUESDAY
Madison Southside
• Madison Labor Temple - 1602 S. Park St 2 – 6 PM
Oregon
• Dorn Ace Hardware - 131 W. Richards Rd 2 – 6 PM
Middleton
• Stone Horse Green - 7426 Hubbard Ave 2 – 7 PM
Sun Prairie
• St. Vincent de Paul - 1110 W. Main St
2:30 – 6 PM
DeForest
• Fireman’s Park Plaza - 300 Jefferson St 3:30 – 6:30 PM
Madison Eastside
• McPike Park - 202 S. Ingersoll St | 4 – 7 PM
WEDNESDAY
Baraboo
• Courthouse Square - 300 block of Oak St 8 AM – 12:30 PM
Madison West – Hilldale
• Hilldale Shopping Center (behind L.L. Bean) | 8 AM – 1 PM
Madison Downtown – Dane County
• 200 block of Martin Luther King Jr. Blvd 8:30 AM – 1:15 PM
Verona
• Hometown Junction Park - 101 W. Railroad St 3 – 6:30 PM
Madison Southeast – Capitol View
• Grand Park Apartments - 5901 Sharpsburg Dr 3 – 7 PM
Cross Plains
• Esser Square - 2014 Main St | 5 – 7 PM
THURSDAY
Middleton
• Greenway Station - 1601 Aspen Cmns 8 AM – 1 PM
Reedsburg
• Community Market Pavilion - 115 N. Webb Ave | 2 - 6 PM
Fitchburg
• Agora Pavilion - 5500 E. Cheryl Pkwy 3 – 6 PM
Mt. Horeb
• ELC Church - 315 E. Main St | 3 – 6:30 PM
Madison South – El Mercadito de Centro
• Centro Hispano - 2403 Cypress Way | 4 – 8 PM
Moua Family Farm at the Hilldale Market.
FRIDAY
Madison Westside – Junction Ridge
• Junction Ridge Park - 8502 Elderberry Rd
9 AM – 1 PM
Reedsburg
• Reedsburg Area Medical Center
10 AM – 3 PM
Madison Southside – Villager Mall
• The Urban League Hub - 2352 S. Park St
2 – 6 PM
Lodi
• Ace Hardware (field) - 902 N. Main St
3 – 6 PM
SATURDAY
Dane County – Downtown
• Capitol Square - 2 E. Main St | 6:15 AM
– 1:45 PM
• July 11th Alt Location: Breese Stevens Field | 7 AM – 12 PM
Sun Prairie
• Cannery Square Park - 1 Cannery Sq
7 AM – 12 PM
Madison Westside
• University Research Park - 505 S. Rosa Rd
7 AM – 12:30 PM Waunakee
• Water Wheel Drive at Simon Crestway
8 AM – 12 PM
Baraboo
• Courthouse Square - 300 block of Oak St
8 AM – 12:30 PM
Madison West – Hilldale
• Hilldale Shopping Center (behind L.L. Bean) | 8 AM – 1 PM
Stoughton
• Stoughton City Hall - 207 S. Forrest St
8:30 AM – 12 PM
Sauk City
• Meyer Oak Grove Park - 780 Phillips Blvd | 8:30 AM – 12 PM
Spring Green
• Community Library - 230 E. Monroe St
9 AM – 12 PM
SUNDAY
Monona
• Ahuska Park - 400 E. Broadway | 8:30 AM – 12:30 PM
Madison Northside
• Northside Town Center - 2901 N. Sherman Ave | 8:30 AM – 12:30 PM Madison West – Monroe Street
• Edgewood High School - 2219 Monroe St | 9 AM – 1 PM
Madison Southside
• Madison Labor Temple - 1602 S. Park St
| 11 AM – 3 PM
Alaina, founder of Alalu Medical Aesthetics, eyeing up Brewery Creek Trading jam at the Greenway Station Market.
OFF THE GRID
A Conversation with Full Spectrum Solar about Battery Backup and Long-Term Energy Independence
ARTICLE BY MIDDLETON CITY LIFESTYLE PHOTOGRAPHY PROVIDED
BRIEF HISTORY OF FULL SPECTRUM SOLAR:
“Founded in 2002 by brothers Burke and Mark O’Neal, Full Spectrum Solar is a family-run company that has completed more than 1,300 residential and commercial solar projects over the past 24 years.”
“Excess energy generated during the day is stored and used at night, during peak-demand, or when the grid goes down.”
HOW WOULD YOU DESCRIBE THE CORE MISSION?
“Our mission is centered around education. We want homeowners and businesses to understand renewable energy and help them determine whether solar and battery backup solutions are the right fit for their needs.
Rather than taking a one-size-fits-all sales approach, the company focuses on each customer’s property, energy usage, and long-term goals to design practical, cost-effective systems. We want people to understand both the benefits and the limitations so they can make informed decisions with confidence.”
WHAT IS BATTERY BACKUP TECHNOLOGY, AND HOW DOES IT WORK ALONGSIDE SOLAR?
“Battery backup systems store electricity for later use, allowing homes to continue operating during power outages. When paired with solar, excess energy generated
during the day can be stored and used at night, during peak-demand periods, or when the grid goes down.
During an outage, the system automatically disconnects from the utility grid and powers essential household circuits or the entire home, depending on battery size and system design. Modern systems transition quickly to keep lights, internet, refrigeration, and other essentials running uninterrupted.”
WHAT IS THE DIFFERENCE BETWEEN PARTIAL HOME AND FULL HOME BACKUP?
“Partial-home backup focuses on powering essential circuits during an outage, such as refrigeration, lighting, internet equipment, sump pumps, or garage doors. This helps extend backup duration while keeping costs lower.
Full-home backup is designed to support nearly everything in the house, including larger electrical loads like air conditioning systems or EV chargers.
This provides maximum convenience but requires more battery storage and investment.
For many homeowners, it comes down to balancing comfort, outage expectations, and budget.”
HOW LONG CAN A BACKUP SYSTEM PROVIDE POWER?
“Backup duration depends on battery size, household energy use, and whether solar production is available during the outage.
During daytime outages, solar panels can continue generating electricity to power the home and recharge the batteries. Most modern systems include app-based monitoring that allows homeowners to track battery levels, solar production, and energy consumption in real time.
Backup duration can range from several hours to multiple days, depending on system size, weather conditions, and how energy is managed during the outage.”
WHAT MAINTENANCE IS REQUIRED?
“Compared to traditional generators, battery systems require very little maintenance. There are no oil changes, fuel storage requirements, or routine servicing needs.
Most systems include online monitoring platforms and mobile apps that continuously track performance and battery health.”
THE PHRASE “ENERGY INDEPENDENCE” HAS BECOME MUCH MORE COMMON RECENTLY. WHAT DO YOU THINK IS DRIVING THAT SHIFT?
“The growing interest is being driven by rising utility costs, concerns about grid reliability, and a desire for greater long-term control over energy expenses.
Many homeowners are looking for ways to stabilize or partially fix the cost of electricity over time. Severe weather events and grid outages have also made people more aware of how dependent modern homes are on reliable power.
For some, energy independence is about financial predictability. For others, it’s about resilience and peace of mind.”
WHAT ROLE DOES EDUCATION PLAY IN YOUR APPROACH WITH HOMEOWNERS WHO ARE JUST STARTING TO EXPLORE THESE OPTIONS?
“Education is our primary mission. In 24 years, we’ve earned the reputation as a trusted installer focused on honest conversations about what’s possible for a home or business and what that investment looks like.
We understand investments take time to consider and come with many questions. We are here to talk through them on the customer’s timeline.”
ARE THERE ANY INCENTIVES OR TAX CREDITS AVAILABLE THAT PEOPLE SHOULD KNOW ABOUT?
“Wisconsin homeowners may qualify for incentives through the Focus on Energy program, including solar grants up to $2,400 in 2026. Additional incentives may also be available for electrical upgrades and energy-efficiency improvements, depending on household eligibility.”
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SAME BASEMENT, NEW POTENTIAL
Reimagining Lower Levels with Matrix Basements
For many homeowners, the basement is a catch-all for storage bins, unfinished projects, and unused square footage. For the team at Matrix Basements, this area represents something entirely different: possibility.
While most remodeling companies approach basements as just another item on a long list of services, founders Nick Richmond and Brian Barrick believe lower-level spaces deserve specialized attention. These areas often present unique structural considerations, design opportunities, and lifestyle potential that require a different level of expertise. That’s why they’ve built their company on doing one thing exceptionally well: turning unfinished basements into finished spaces built for real life.
This specialization has helped the company refine a process centered around thoughtful design, streamlined communication, and spaces that improve daily living.
An unfinished basement is more than additional square footage or increased resale value. It can solve everyday challenges that disrupt your routine, whether that’s carving out space for family time, hosting guests, or fitting in a quick workout. For the Matrix team, a successful basement transformation starts with understanding how a family lives. Every household uses its home differently, and the best
basement designs reflect those routines. Some homeowners want a comfortable entertainment area for movie nights and game days. Others need a quiet office, a home gym, a playroom for kids, or a welcoming guest suite.
Matrix’s people-first approach shapes the remodeling process from the beginning. Projects start with a free design consultation where homeowners can discuss ideas, goals, and how they envision using the space. Matrix then balances that creativity with practical considerations like ceiling height, lighting, utilities, storage, and moisture management.
Matrix stays current with basement trends reflecting a growing demand for spaces that are both functional and well-designed. Rather than one large unfinished room, homeowners are choosing layouts with defined zones for relaxing, entertaining, exercising, and family time. In Wisconsin, many are creating year-round living spaces with home bars, theater rooms, gyms, offices, and built-in storage. Layered lighting and warm finishes are also popular, so basements feel like a seamless extension of the home. At the same time, there is also growing interest in darker, “blacked-out” designs for theaters, lounges, and sports spaces that create a cozy, immersive atmosphere.
Some projects push creativity even further. Matrix has designed hidden speakeasies, cigar lounges, built-in fish tanks, and fully customized entertainment spaces that feel more like destinations than basements. Together, these projects highlight the versatility of a basement when designed around a homeowner’s lifestyle.
Once the design is finalized, homeowners work with a dedicated project manager who oversees construction through completion. Clear, organized communication helps make a major renovation feel manageable and transparent.
Beyond design and finishes, these transformations are about how a home is actually used. A finished basement can create breathing room for a growing family, give teenagers a safe place to spend time with friends, or provide parents a quiet corner to unwind after a busy day. It turns unused square footage into one of the most lived-in areas of the home.
That is what Matrix Basements believes many homeowners overlook when exploring a basement’s potential: a basement is more than just extra space. When designed with purpose, it can change how a family lives day to day, bringing people together, supporting hobbies and routines, and making a home feel larger and more connected to the way it’s actually used.
For Matrix, the goal is not simply finishing a basement, but helping homeowners realize the full potential of their home.
The Driftless, Explored
FIVE SCENIC ESCAPES FOR HIKERS, CAMPERS, AND OUTDOOR-MINDED WISCONSINITES
ARTICLE BY MIDDLETON CITY LIFESTYLE | PHOTOGRAPHY SOURCED
Many of Wisconsin’s best outdoor destinations are closer than you think. These familiar hiking trails, scenic overlooks, and camping escapes remind us why the Driftless region never gets old.
Devil’s Lake
A family favorite and Wisconsin’s most iconic outdoor destination, Devil’s Lake is known for its towering quartzite bluffs, clear lake views, and miles of scenic hiking trails. Whether climbing a bluff or relaxing along the shoreline, it delivers dramatic landscapes year-round and remains a defining spot for hiking, camping, and outdoor adventure.
Gibraltar Rock
A short, straightforward hike with one of the biggest visual payoffs in southern Wisconsin. The trail climbs quickly through forest before opening onto a dramatic limestone bluff overlooking the Wisconsin River Valley. It’s less about the journey and more about the sudden reveal at the top: a wide, elevated view.
Ice Age National Scenic Trail
The Ice Age Trail is not a single destination but a continuous thread connecting some of Wisconsin’s most scenic landscapes. Near Madison, its segments move through prairie, forest, glacial ridges, and quiet rural terrain. It’s a trail built for covering miles and appreciating how varied southern Wisconsin can feel from one stretch to the next.
Mirror Lake State Park
Mirror Lake offers a quieter, more reflective version of the Wisconsin outdoors. Instead of bluffs or big overlooks, the focus here is still water, sandstone cliffs, and a wooded shoreline that feels enclosed and calm. Hiking trails loop around the lake and through forested areas, making it more about pace and atmosphere than elevation or big views.
Governor Dodge State Park
Governor Dodge provides more space for slower-paced exploration than many of Wisconsin’s higher traffic parks. Instead of a single defining overlook, it’s a place of hidden valleys, wooded ridgelines, and trails that wind between lakes and sandstone cliffs. It’s the kind of park that rewards wandering rather than checking off a viewpoint.
ARTICLE BY KALI KASPRZYK
PHOTOGRAPHY BY JANIE JONES
MAKEUP BY MIKAYLA CRANE
The 10% Target Mindset
Jen Cohen ON THE PRACTICE OF ASKING FOR WHAT YOU WANT
Winnipeg in the winter, and a 17-year-old waits 45 minutes in the cold for Keanu Reeves. Her fingers are numb. She is not there for an autograph. She is there to ask him to appear in her audition tape for MuchMusic, Canada’s MTV. When he finally agrees, she writes her number on a gum wrapper with a borrowed lip liner.
He calls days later.
That 17-year-old was Jen Cohen — fitness expert, host of the Habits & Hustle podcast, and best-selling author. She has built a career on the premise her frostbitten afternoon proved. She calls the practice the 10% Target: 10 attempts at whatever you want most in life.
The premise is simple. Most people never make one attempt. Almost nobody makes two. The math works in favor of the person who keeps going.
The top-rated Habits & Hustle podcast has logged hundreds of conversations with high performers and the people who study what the body does to the mind. Her TEDx talk, The Secret to Getting Anything You Want in Life, has traveled widely inside Fortune 500 sales-training rooms. On the Share the Lifestyle podcast, Cohen sits down to share the working rules that are the foundation of her latest book, Bigger, Better, Bolder.
“You have to be the CEO of your own life.”
FEATURING JEN COHEN
Discover the full 10% Target Mindset framework.
1 2
MAKE TEN ATTEMPTS
The door opens, or another door does. The unmade attempt and the refused one leave you in the same place — except one of them teaches you something.
STACK THE DECK
Cohen frames her habits as a wager: How do I stack the deck so I win more than I lose? The workout happens first, and the food decisions follow. The email follow-up gets sent, and the answer arrives. The choices compound in a single direction.
3
DISCIPLINE IS A PRACTICED SKILL, NOT AN INHERITANCE
No one is born with it. The people who look disciplined are running a routine they have rehearsed long enough that it no longer feels like effort. The reps are the skill. Miss them, and the skill fades, the same as any other.
4
SELF-TALK ONLY WORKS WHEN THE BODY BACKS IT UP
Confidence does not arrive by repeating the word. It arrives after the body has done the thing — the workout finished, the cold walk endured, the email sent. The mind takes its cues from what the body proves it can do. Talk follows action, not the other way around.
5
NEVER MISS A MONDAY
The first decision sets the slope of the rest. Skip the Monday workout, and the rest of the week tends to follow. Hold the line on Monday, and the slope tilts the other way.
data is a sampling of sold properties from May 2026. Source: IRES MLS system.
Collin Trainor, DDS
Austin Wessell, DDS
events
A SELECTION OF UPCOMING LOCAL EVENTS
JULY 2ND
Capital Brewery Bike Club Group Rides
7734 Terrace Ave, Middleton | 5:30 PM
Cyclists of all experience levels are invited to join this weekly community ride departing from Capital Brewery’s beer garden. Multiple pace groups allow beginners, intermediate riders, and advanced cyclists to choose a route that fits their comfort level. After the ride, participants can relax, socialize, and enjoy the brewery atmosphere with fellow riders.
JULY 4TH
Fourth of July Pool Party
2400 Park Lawn Pl, Middleton | 1:00 – 4:00 PM
Celebrate Independence Day with an afternoon of family-friendly fun at Middleton’s community pool. The event features swimming, games, contests, and prize opportunities for guests of all ages. It’s a festive way to cool off during the holiday while enjoying waterslides, play areas, and a lively summer atmosphere with friends and family.
JULY 4TH
WaunaBoom
4th of July Celebration
Ripp Park, 213 Dorn Drive, Waunakee | 2:00 – 10:30 PM
WaunaBoom is a large community Fourth of July festival in Waunakee featuring live music, food vendors, family activities, and a fireworks finale set to music. Guests can spend the day enjoying entertainment, aerial flyovers, and interactive attractions designed for all ages. The event emphasizes community spirit and celebrates Independence Day in a lively park setting.
JULY 9TH
Stone Horse Green Concert Series – The Whiskey Farm
7550 Hubbard Ave, Middleton | 6:00 – 8:00 PM
Enjoy an evening of free outdoor music in downtown Middleton as part of the Stone Horse Green summer concert series. The Whiskey Farm brings a lively performance blending Americana and roots-inspired sounds. Guests can bring chairs, relax in the open-air setting, and enjoy food and drinks from nearby local businesses.
JULY 22ND
Middleton Chamber of Commerce Annual Bogey Boogie
1322 Pleasant View Rd, Middleton | 8:00 AM
This annual Chamber golf outing brings together more than 300 participants for a full day of 18 holes at Pleasant View Golf Course. Golfers enjoy friendly competition, on-course games, and prize contests while also networking with local professionals. The event blends recreation and business connections in a relaxed, community-focused tournament setting.
JULY 23RD – 26TH
WaunaFest
Centennial Park, 901 S Holiday Dr, Waunakee | Various daily event times
WaunaFest is Waunakee’s signature summer celebration featuring four days of community events, including live music, carnival rides, sports tournaments, a parade, and family-friendly activities. Guests can enjoy food vendors, arts and crafts, and entertainment throughout the weekend. The festival brings the community together in Centennial Park for one of the area’s largest annual traditions.
