Festival season is about to begin in New Glarus, and for many local businesses, that means the start of one of the most important times of the year. The 2026 festival calendar officially gets underway next weekend when the 2026 World Euchre Championship returns and, for the first time, moves its show directly into the heart of downtown along 1st Street. Just a few weeks later, Beer, Bacon & Cheese and Polkafest will follow, bringing another wave of visitors to the village as summer begins to hit full stride.
Festival season has always been important to New Glarus, both culturally and economically. It fills hotel rooms, keeps restaurant kitchens moving, and brings people through the doors of local businesses that rely heavily on summer tourism. But this year also feels a little different. In many ways, 2026 may serve as a dress rehearsal for what is coming next year, when the New Glarus Brewing Company is expected to debut its new $65 million addition to its hilltop brewery and the New Glarus Hotel & Restaurant enters its first full summer following the long-awaited reopening of its remodeled supper club after years of being closed.
As busy as this summer is expected to be, there is growing recognition that next year could bring an entirely new level of activity to the village. Parking, traffic flow, staffing, event logistics, and visitor management are all likely to become even more important topics moving forward. In other words, 2026 will be busy. But 2027 is already knocking, and it sounds like it brought relatives.
What We’re Working On
New Glarus graduate Steve Stettler recently earned national attention in the cheese industry after being featured in a major trade publication. We're working on this accolade and why this recognition is a significant honor in the world of American cheesemaking.
An important New Glarus business is in transition and we're waiting for permission to share the news. Hopefully we can share this news with you before next week as it could have a significant impact on the local business community.
Dain Walter will be joining the Chicago Bears at their rookie minicamp this weekend continuing his journey to play in the NFL. We'll keep you up-to-date on any news and information we gather and what could become one of the biggest sports stories in recent New Glarus history.
Construction has begun on the new Green County Jail and Law Enforcement Center. We'll have photos and news from Monroe on this major expenditure into county infrastructure and public safety, including updates on the timeline, scope of the project, and what local officials are saying about the future facility.
We're putting together our list of the Top 10 Things for spectators to do during the World Euchre Championship weekend in New Glarus. From food and shopping to music, beer gardens, and sightseeing, we'll help visitors make the most of one of the busiest weekends of the year in the village.
We're researching the shocking murder of former Green County Sheriff Matthew Solbraa for an in-depth historical feature. The story stunned the community at the time and remains one of the most dramatic and tragic chapters in local law enforcement history.
We're working on an in-depth feature exploring the tradition of the American Legion Auxiliary 141 Pancake Breakfasts in New Glarus. The story will look at the volunteers behind the scenes, the history of the breakfasts, and why the event has become such an important community tradition over the decades.
Statewide, Wisconsin schools are losing students, but New Glarus seems to be bucking those trends. We're working on a deeper look at enrollment numbers, demographics, housing, and why New Glarus Schools may be outperforming many districts across rural Wisconsin.
The Matterhorn is the name of the new ice cream shop opening on Railroad Street in New Glarus, and we'll be sharing more information ahead of its Memorial Day weekend grand opening. We'll take a closer look at the vision for the business, what customers can expect, and how it adds to the growing downtown business scene.
We're taking a look back at the time local Amish families suddenly packed up and left New Glarus area after years of farming and living in the community. The story explores the questions, rumors, and realities surrounding one of the more unusual departures in recent local history.
Some New Glarus businesses are beginning to use 360-degree photography and virtual tours to market themselves on Google Maps and online. We're taking a closer look at whether the technology actually works, how businesses are using it, and why it may become increasingly important for tourism and customer engagement.
Photo of the Week
What You May Have Missed
Todd Klassy
Todd Klassy
Todd Klassy
Todd Klassy
Todd Klassy
Something We Noticed
There’s a line some people like to repeat, as if they’re letting you in on a secret.
“Spotted Cow isn’t even their best beer.”
Sometimes it comes dressed up as, “Moon Man is better,” or “Two Women is where it’s really at.” Sometimes it’s delivered by someone who has crossed the Illinois border, bought a mixed six-pack, and now feels culturally obligated to distance themselves from the thing everyone else likes.
Let’s call this what it is.
It’s opinion laundering.
The same phenomenon that produces lines like “Breaking Bad is great, but Better Call Saul is better,” or “Once you go single-origin coffee, you can’t go back,” or “Bob Dylan went downhill when he went electric.” These aren’t conclusions. They’re cultural passwords. You don’t say them because you discovered something. You say them because you learned what you’re supposed to say.
And Spotted Cow, by virtue of being wildly loved, wildly successful, and wildly Wisconsin, has become the perfect target.
Here’s the inconvenient truth: Spotted Cow is supreme precisely because it does what it does so well. It is balanced. It is drinkable. It is consistent. It works at a wedding, a fish fry, a tailgate, a backyard fire, a barn dance, and a Tuesday night when you’re done pretending you want to think hard about your beer.
That’s not a flaw. That’s mastery.
Getting More from New Glarus 360
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Past Issues
Need to reference a past issue of Community Update? No problem. We’ve got you covered. Previous editions are easy to find, so whether you want to revisit a local story, catch up on something you missed, or go back and check a link, the archive is there when you need it.
How to Reach Us
Have a story idea, tip or announcement? Just reply to this email or submit a story idea at our website. We read every message. You can upload a photo, a file, or news tip by clicking on the button below. Or you can email us anytime at editor@newglarus360.com.
Thank you for supporting local journalism and helping us tell the stories of New Glarus and the people who make this community what it is.
Todd Klassy
New Glarus 360
