Tucked within Fish Creek Harbor, this once beat-up motel has transformed into a must-book escape for Milwaukeeans who want their weekends equal parts design-forward, locally rooted, and unapologetically fun. And now, it’s nominated as one of USA Today’s Best New Hotels in the US.
But Fresh Coast Motel and its sister motel, Spruce & Shore didn’t happen by accident. It’s the result of bold bets, thoughtful reinvention, and a deep respect for place.
We sat down with the owners of Fresh Coast Motel, who still live in the 414, to talk vision, risk, and what it really takes to turn a classic roadside motel into a brand people obsess over. From navigating renovations and community expectations to building a hospitality experience that feels authentic, we dive into into the wins, the challenges, and the lessons they learned along the way.
If you’ve ever daydreamed about quitting the routine, building something meaningful, or just finding your new favorite escape north of the city—this one’s for you.
How did Fresh Coast Motel get its start? What was the inspiration for the motel?
Fresh Coast Motel started in 2023 after two Wisconsin couples (Mitch & Katie Ehly / Luke & Katie Nelsen) teamed up to purchase an old rundown motel called By the Bay Motel in downtown Fish Creek. Both couples had experience in short-term rentals, but no commercial hospitality experience and decided to combine efforts to rejuvenate a property that desperately needed it, but was in an absolutely epic location in downtown Fish Creek immediately across the street from the public beach.
The four of us worked together to create the vision for the property, rebrand the property into its new brand, renovate the entire property from the ground up, and ultimately, since then, we’ve built a brand that Door County travelers really resonate with.
What is your background?
The four of us all come from varied backgrounds spanning marketing, operations, public relations, startups, and more. Each of us brings a different set of skills and expertise to the team, and we’ve honed in on how we can each contribute and help each other and our team be maximally successful in delivering a five star experience for our guests.
How long have you been in business? Have you faced any major challenges with growing the motel or any triumph stories?
We started this process in 2023 (all renovation after closing) and officially opened Fresh Coast Motel in May of 2024. This summer was our second season operating Fresh Coast. Spruce & Shore followed a similar path, but we acquired that property in January of 2025, renovated and rebranded it following the same process, and opened that property in May of 2025. This was our first year operating Spruce & Shore Motel. Spruce & Shore and Fresh Coast are only about five blocks apart from each other but both have entirely different vibes and brands. Fresh Coast is all about the coastal vibe, and Spruce & Shore leans in more to the natural landscapes that make Door County so special.
We always face challenges, that’s life in hospitality! Any time you make changes to properties that have been around for a long time, you run into folks that want things to stay the same. But the overwhelming consensus has been how much people love the updated and modern experiences we offer from historic properties in fantastic locations.
What was the renovation process like to get Fresh Coast Motel (and Spruce & Shore) to where they are now?
Fresh Coast’s renovation took us 8 months to complete. It was a very in depth renovation that we were prepared to start right after we closed on the property in September of 2023.
We knew when we purchased the property that we were going to need to do a complete reconstruction of the foundation of the older of the two motel buildings on property. So, we had lined up the contractor to begin that work immediately after closing. That project took about six weeks to complete and had to be done before the snow flew that fall.
Meanwhile, we were working on renovating the interior of the other building as well as The Deckhouse, the five-bedroom rental we have on property at the Fresh Coast. All in all, over those eight months, we rebuilt a foundation, renovated the entire inside of each room from the ground up, rebranded the property from By the Bay Motel to Fresh Coast Motel, established all of our back-end systems, got some fantastic PR, and ended up launching the property on May 17, 2024.
Spruce & Shore was a bit easier to manage just because we had many of the relationships with contractors already established and we didn’t have to deal with a foundation rebuild. However, there we ran against time constraints (we closed in January so we only had about four months to complete our renovation and rebranding), as well as the property had 24 units to renovate instead of 16. Ultimately, we completed that renovation and rebrand and launched Spruce & Shore on May 3, 2025.
How come you still choose to live in Milwaukee with the motels located in Door County?
Milwaukee has always been an amazing hometown. There are tons of festivals and things to do. We love the food options and the restaurants down here. It’s a warm and welcoming city and not calling it home would be hard to do. We have a lot of friends here and love exploring everything down here.
What’s the mission behind Fresh Coast Motel?
Fresh Coast Motel exists to reimagine what a Door County stay can be by offering a stay that is thoughtfully designed, locally rooted, and unforgettable. We honor Fish Creek’s coastal charm while offering elevated spaces, curated amenities, and warm hospitality that invites guests to slow down, connect, and belong.
What do you like about being in Door County?
Door County has something for everyone. We love the access to landscapes and vibes that are so unique; hiking places like Peninsula State Park, boating from town to town, and enjoying the countless fantastic family owned restaurants, coffee shops, and ice cream parlors. Door County truly offers an experience where everyone can find something to love.
What’s your favorite part about what you’re doing?
We love that we’re offering something guests seem to really crave with an elevated experience, but are doing it by breathing new life into properties that have storied histories and have been a part of Door County’s tourism culture for decades. It’s really a fun process to be a part of and we are all immensely proud of the brands we’ve built and the experiences that they deliver to travelers wanting to visit Door County.
What can people expect when staying at Fresh Coast Motel or Spruce & Shore Motel?
Guests staying with us can expect an elevated yet effortless boutique experience, whether at Fresh Coast Motel or Spruce & Shore Motel. Fresh Coast offers a modern, coastal-casual vibe with walkable access to Fish Creek’s best spots, a relaxed outdoor fire-pit scene, and stylishly renovated rooms perfect for couples or small groups. Spruce & Shore delivers a bit more space and versatility, with suites, kitchenettes, and a pool that make it ideal for families or longer stays. Across both properties, guests rave about our high-end mattresses, bedding, and linens, thoughtful design touches, and seamless self-check-in that makes arrival easy and stress-free, leaving more time to unwind and enjoy Door County.
Anything else we should know about your business or anything you’d like to mention? Any favorite stories?
One thing that surprises many guests is just how personal this work is for us. Fresh Coast Motel and Spruce & Shore Motel aren’t corporate hotels, they were revived by local owners who rolled up their sleeves, redesigned every room, and wanted to create small properties that punch far above their size.
We’re currently extremely proud that Fresh Coast, by far the smallest nominee in its category, has been recognized nationally by USA TODAY for Best New Hotel in the US, proof that thoughtful design, hospitality, and heart can compete with major brands.
Our favorite moments are hearing guests say they extended their stay because they didn’t want to leave, or that the beds were “the best sleep they’ve had in years.” Those comments fuel us, and they speak to why we do what we do: creating places that feel special, memorable, and worth coming back to.