The Simmons Island Beach House sells items like towels, coolers, sunscreen, T-shirts, dog toys and ice cream. But Meryl Strichartz is really selling memories. “Nostalgia brings in a lot of people,” she said, just moments after two women entered, laughing and reminiscing about visiting the beach house as children, decades ago.
After being shuttered and neglected for several years, the landmark building perched on the sand is open for business. Strichartz, who also operates Lakeshore Pedal Tours, leases the beach house from the City of Kenosha, which has been repairing the building in phases over the past several years. When we visited June 21, the Parks Department had just reopened the newly remodeled restrooms.
“This is a really great moment,” Strichartz said, walking into the modernized facilities. “No more steel toilets.” In addition to the merchandise in the beach store, visitors can rent all sorts of equipment: Beach chairs, bicycles, boogie boards, hammocks, beach umbrellas and a variety of games, from Giant Jenga to bocce sets and croquet.
“As people realize we’re here and we have all these items, it’s getting busier,” Strichartz said on the sunny Friday afternoon. “We’re proud that we have these amenities available at the beach.” Already at 2 p.
m., the beachside parking lots were full, and I grabbed the last available space at the top of the hill. “I’ve been to beaches all over the world, and there’s never enough parking,” Strichartz s.
