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Published March 21, 2021

When Pamela Barnes was looking for a location for a wine bar, she thought that the village of Fox Crossing in northeastern Wisconsin was ideal.

"I saw a need in my community. There was a strong emergence of corporate offices within the area with prominent industries nearby," Barnes said. "It was a niche opportunity; to create a space where people would have a place to meet after work and a small meeting room for gatherings."

After much research and assistance from the Fox Cities SCORE chapter and Fox Valley Technical College Venture Center, she opened "Xe54, an Offbeat American Wine Bar" in late fall 2018. (The Xe is pronounced "Zee" and was inspired by the periodic table symbol and atomic number for the element xenon.) "I talked to Amy Pietsch (Venture Center director) and learned about the startup process and took some of the tech workshops, " Barnes said. "I also contacted SCORE and was matched with mentor Cheryl Muskus; she was really helpful in getting me enrolled in a Quick-Books class. We started taking apart a business plan, step by step."

Barnes, who left her job as an event coordinator with Future Neenah to start the business, admits she is more creative than technically minded. Marketing is her forte, and while she looked forward to that part of business, the day-to-day operations were another matter. One of the first things she did was hire an accountant. "I had never managed a bar or anything similar," Barnes said. "The hospitality part was new to me so I also decided to hire a general manager and that was the help I needed."

It took about seven months to complete a business plan, obtain financing, negotiate a lease, design the space, complete hiring, and obtain necessary licenses. Along with that, Barnes put together a detailed and busy marketing calendar. With everything from bingo to fashion shows, she planned events that often benefited nonprofit organizations. She collaborated with other businesses and started a "Giving Happy Hour" that allowed groups to raise funds.

"We've been very event-driven from the beginning, and my goal is to create cool experiences that are fun," Barnes said. "I have about 1,000 people on my email newsletter list, and will push that even more as the pandemic levels off."

In the interim, the pandemic has taken its toll. The "ideal" location near major industries became a challenge when offices were deserted as employees began working from home. There were state-mandated shutdowns and restrictions, and Barnes said she wasn't in a financial position to create a take-out menu or other add-on services that might help with cash flow.

Employees were laid off, but Barnes did her best to cover almost all of the hours they were open and keep the name out on social media. In June, she opened an expanded patio (with the help of the landlords) and had food trucks and music to draw in socially distanced customers. When the weather forced that to close, she was at her lowest.

"The fall was a huge struggle for me personally," Barnes said. "The COVID-19 numbers were going through the roof, and it was so bleak that it really messed with me. I don't judge people for not coming out, people need to do what they are comfortable with. The holidays were horrible; we didn't have a single holiday party."

But Barnes regrouped and showed her tenacious spirit.

"It's the old adage that passion pushes you through. I was determined to make it work," she said.

Virtual musical performances were added, and virtual wine tastings for corporate events, participation in "reimagined" local events, and a wine and cheese pairing event for small groups. In January, she created a Wine Club, a subscription-based service featuring unique wines. Gradually, business is starting to get back to normal.

"Corporate will take a little while to get back," Barnes said. "That was evident when we reopened because we aren't getting the same happy hour crowd. It may take a year or so for that to happen, but I think summer will be our friend and people are getting more comfortable coming back."

As that occurs, Barnes focuses on making improvements that will enhance the business. One thing she learned early on is that while wine is a focus, she needed to draw non-wine drinkers as well. Instead of promoting just the 25 wines (including eight on tap) that are served, she now says, "We also serve local craft beers, ciders, and specialty cocktails."

Another unique addition is charcuterie boards where customers are given a list of meats, cheeses, and other extras to create a personalized board. She said that she never wanted to be a full-on restaurant, but the tidbits go great with wine and other beverages. Now she looks toward getting back to normal.

"I'm a farm girl, and I grew up knowing you've got to work hard and it isn't always easy," Barnes said. "I feel fortunate for the relationships we have with customers, and that people are starting to come back."

Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.