A New Chance For Brookfield Square Mall – The First Brookfield Winter Farmer’s Market

Brookfield Square Mall has been on the decline for years, with the space vacant, stores empty, individuals like Even Nevals wanted to make use of the aging building. A new event has allowed for the mall to go from desolate to swarming with energy every weekend. 

“All these years I’ve been wondering why don’t we just continue [farmers markets] all year round,” said Nevals, manager for the Brookfield Winter Farmers Market and owner of Vocado MKE, a business dedicated to avocado toast and dishes. “I realized this mall has been pretty vacant for a while, and I thought why not a better place to have a winter market here.”  

The empty mall is now home to the Brookfield Winter Farmers Market every Saturday from 10 a.m. to 2 p.m. from Nov. 22, 2025, through April 2026. 

“The Brookfield Winter Farmers Market has been lighting in a bottle,” said Peter Chiconas, owner of Day Bread Bakery, a Japanese bread bakery, and UW-Milwaukee Alumn. “I’ve been doing better saleswise here than in the summer, which is pretty incredible.” 

Vendors experience challenging economic conditions during the winter season, as less markets mean less foot traffic which means fewer customers. Many vendors find themselves struggling during the off-season. The Brookfield Winter Farmers Market has allowed many vendors to stay afloat during a time they usually struggle. 

“The winter market has been a massive benefit to us in the way of substituting the lull we would normally have,” said Marissa Falk, owner of Hey Jude Barkery, a dog and cat treat business named after their precious pup . “In years past, I’ve just taken winter off completely, which just wasn’t a feasible option this year.”

Falk’s views of the market are echoed by many other vendors, including Gerald Greene, co-owner of Greene Grass Tallow, who creates small-batch beef tallow skincare products. 

Greene expressed how the winter months were a desert for places for vendors to sell at and the winter market has done a great job of getting their name out there. 

“The winter market has really helped us out with getting our names out here in Brookfield,” said Greene. “The winter market has actually been the best market we’ve had so far.” 

Not only has the Brookfield Winter Farmers Market helped vendors and small businesses across the state, but the Brookfield Square Mall is getting a new chance at growth. 

“The traffic here is wonderful and I think that this farmer’s market has given the mall just new life,” said Olga White, owner and founder of I Love Tamales, a local tamale caterer.   

One of the most compelling aspects of the winter market is its capacity for community connections. With many vendors citing the market’s ability to connect the people of Brookfield to new people and as a way to create a little community for the vendors themselves.  

“Winter markets are kind of hit or miss, and in my experience, they’re great but nothing like summer,” said Chiconas. “This has been a fantastic use of an otherwise dead space to really bring people together.” 

Many vendors and guests of the market explain how they have never seen Brookfield Square Mall so packed. Which just demonstrates the positive impact this market has had on the space and the community. 

“I’m doing this every other week and I’ve had my best markets here,” said Diane Verhaagh, owner of Gigi’s Cookie Jar, a cookie business that specializes in lactation cookies for nursing moms. “I think two weeks ago they had over 4,000 people come through these doors. It’s just supply and demand and I pretty much sell out.” 

According to Nevals, there are confirmed plans to continue the indoor market next year after this year’s success with the indoor market.  

Until next year’s winter market, the 36th season of the Brookfield Civic Center Farmers Market will be open 7:30 a.m. to noon every Saturday from May 2, 2026 to Oct. 31.