If you’re on the internet at all, you’ve probably seen the rise of booktok, talk of ‘smut’, and the internet’s insane obsession with hockey romances (yes, we know there’s more to books and reading than that).
What’s behind it? COVID may have been the catalyst, but a real desire for connection is the driving force behind these huge virtual book communities.
For some, though, the online book clubs weren’t enough – they wanted to turn the page next to their friend, talk end theories with a stranger, or socialize with people who just get it. Destiny understood all that – and the ever-growing TBR (To Be Read) lists that all readers have – so she took it a step further by asking the question – why aren’t there book fairs for adults?
And, that’s how MKE Books & Beer came to be.
“MKE Books & Beers started kind of casually. I kept finding myself hanging out with friends, having drinks, and talking about the books we were reading. And one day, I had this thought: why isn’t there a book fair for adults? Like the ones we loved as kids, but with a cold drink in hand, outside in the sunshine, enjoying the rare good Milwaukee weather.”
Her experience as a wedding and event planner also gave her an advantage: planning and hosting events is her thing. So, almost a year ago, she took the leap.
“That idea stuck with me. I’ve always loved reading, growing up in a low-income household, books were my escape. The library was a safe space. It gave me access to worlds I couldn’t afford but could still experience through stories. So I knew I wanted to do something with books and community. I also wanted to make reading feel fun again not just something we do alone on a couch, but something social and exciting.”
Q. Have you faced any major challenges with growing your business or any triumph stories?
One of the biggest challenges has been marketing the right way. Milwaukee summers are amazing, but they’re also packed with events. There’s always something going on, which is great for the city, but it makes it harder to stand out and make sure people know the book fairs are happening.
Social media has been both a win and a hurdle it’s free and has reach, but with the algorithm constantly shifting, it’s tough to make sure our events are actually showing up in people’s feeds. We know once people come, they love the vibe, but getting them there in the first place has been our biggest learning curve.
But having around 2000 people come out to our first fair last August was the biggest win. I couldn’t believe it when The Beer Garden was full of people.
Q. What is MKE Books & Beer and why did you feel it would be a good fit in Milwaukee?
Honestly, Milwaukee didn’t really have many book-themed events especially not ones that felt fun and social. After the pandemic, I noticed so many people had rediscovered reading. BookTok was booming, book clubs were popping up, and people were really falling back in love with books. That got me thinking why not create something local that brings book lovers together in a fun way?
I wanted to combine that energy with Milwaukee’s amazing small business scene and love for beer, and create something different, something that felt like a celebration. It’s a chance for people to shop local, discover new stories, and just enjoy being outside together around a shared love of books.
Q. What’s the mission behind MKE Books & Beer?
At the heart of it, our mission is about community; building a space where people can connect over books, support local creators/authors and vendors, and just feel like they belong. The book community has grown so much in the last few years, and I wanted to create something that brought that love of reading out into the open, where it could be shared.
We want to get books into the hands of people who don’t have easy access to them, shelters, foster care programs, families in need, and other underserved spaces. It’s about more than just loving books. It’s about making sure everyone has the chance to experience the joy and escape that reading brings. We also have plans to team up with some local book stores, authors, for bookish events to other then just our book fairs!
We’re currently looking at all of our options whether that’s nonprofit status, a B Corporation, but probably more of a mission-driven structure — with the goal of finding the best way to give back to the Milwaukee community and expand our impact.
Q. What is it like being a small business in MKE, especially as a woman-owned business? Is it a supportive community?
Being a small business in Milwaukee, especially as a Latina woman-owned business, has honestly been really special. There’s such a strong sense of support and collaboration here, people want to see you win, and they show up for you. I’ve been intentional about prioritizing and uplifting women-owned, people of color, and LGBTQ+ businesses at our events, because representation matters. It’s important that the vendors and voices we feature reflect the diversity of our city and the book-loving community.
The book community itself is incredibly supportive. Readers show up for each other. Whether it’s swapping recommendations, buying from local authors, or just cheering each other on, it’s a group that really leans into connection and encouragement. It’s been beautiful to be a part of that and help grow it locally.
Q. What do you like about being in Milwaukee?
I’ve grown up in Milwaukee my whole life, so this city means a lot to me. It’s full of grit, pride, and creativity, but it’s also deeply underserved in many ways. That imbalance is something I’ve seen firsthand, and honestly, it drives me even more to create spaces that are inclusive, joyful, and accessible for everyone.
I love that Milwaukee shows up for local events. When the weather’s nice, people want to be outside, supporting their community, listening to music, sharing a drink, and making memories. Being able to host something that feels fun but also purposeful that’s what makes being in Milwaukee so special to me.
Q. What can people expect when going to an MKE Books & Beer event?
A good time, honestly. The vibe is super laid-back think beer garden energy with rows of books, local vendors, local authors, good drinks, and people just enjoying themselves. It’s not a stuffy book event. It’s social, fun, and welcoming. Whether you’re a lifelong reader or just curious, there’s something for everyone. We really focus on creating a space where community and creativity come together.
And for our Books & Buddies, our family-friendly edition of the book fair, it’s the same energy from MKE Books & Beers but with more of a focus on activities for young readers and local kid-centered vendors. It’s a great way to get the whole family involved in the love of reading and still feel like you’re part of something really cool.
Q. Anything else we should know about your business or anything you’d like to especially touch on? Any favorite stories?
One of the moments that will always stick with me was the very first book fair. We were setting up in the beer garden, and I turned to my husband and said, “I’m really nervous …what if nobody shows up?”
In my head, I thought maybe 200 romance readers would swing by for a drink and some bookish vibes. But then my husband reminded me that the beer garden isn’t even open on Tuesdays, so if people were showing up… they were coming for us.
And they did. The space started filling up, and it hit me that this idea something that started as just a fun thought between friends had actually become a real thing people were excited about.
But what really got me was at the end of our last fair of the season, talking with some of the local vendors. A few of them told me they were planning to stop doing events after 2024 because they just weren’t seeing success. One even said, “I was ready to give up, but this gave me hope again.” Half of our 20 vendors sold out of their inventory that day. Knowing this event gave someone the push to keep going with something they love, it honestly made me cry a little at the end of the night.
That’s what it’s about for me. Books, community, showing up for one another. That’s the heart of MKE Books & Beers.