This book was inspired by English photographer John Londei's book Shutting Up Shop, a pictorial tour of retail stores in England in the mid-1980's. He captured the spirit of the businesses and the people who ran them, which is what I have tried to do in this book.
Monroe Street is located in a pleasant residential area on the west side of the University of Wisconsin campus. At one end of the street is Camp Randall, the UW football stadium, and at the other end there is a duck pond that is part of the University Arboretum. Between these two points there are almost 90 retail businesses and restaurants, almost all locally owned. I invite you to take a walk down Monroe Street in 2008.
Carol "Orange" Schroeder and her husband Dean have co-owned Orange Tree Imports on Monroe Street in Madison, WI for almost 35 years. She is the author of Specialty Shop Retailing: Everything You Need to Know to Run Your Own Store (John Wiley & Sons) and an avid proponent of locally owned business.
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