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VILLAGE OF ELM GROVE – Don’t call it a farmers market.

The Elm Grove Market Night is about more than just buying fresh produce from local vendors.

Since its inception last year, the newest local market in the Brookfield and Elm Grove area has had the goal of making itself not only a place to shop, but a place to gather.

“That’s why we didn’t call it a farmers market. It’s a night market,” Elm Grove Market Night co-founder Beth Sadowski said. "We do have a lot of produce, but we have different things too."

Sadowski teamed up with fellow residents and local business owners Pam Brilowski, Susan Freedy and Jamie O’Donoghue to launch the market’s first season last year.

The market officially kicked off its second campaign July 5 and although the season's second day was cancelled due to weather concerns, it's scheduled to continue through Sept. 27.

It's held from 5 to 8 p.m. on Wednesdays. 

Sadowski said last year’s busiest nights at the market often had over 50 vendors set up at the market’s location at Elm Grove Street and Watertown Plank Road, but this year they have reduced the size.

“This year we’ve condensed it a little bit. We’re at about 33 vendors. I think that fits really well,” Sadowski said. “I definitely think we’re better this year. It was fun last year, but then you see what works and what doesn’t work and you eliminate and add.”

Another visible change to this year’s market is the addition of more tables, including umbrellas, to provide more space for shoppers to become guests.

“We have live music every Wednesday and O’Donoghue’s sells beer at a booth they have set up,” Sadowski said. “So people can just sit and enjoy it.”

The market also offers free face-painting for children this year.

Sadowski said vendors come from as far as 40 minutes south of Madison to be part of the market.

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