Despite a grassroots campaign by Iola’s Thirsty Perch to secure the granting of a liquor license, the Iola Village Board denied the license, with Trustee Mike Richberg being the sole vote for reinstatement.
A motion was made to not issue a license for the Thirsty Perch, and it passed by a vote of 6-1 on Tuesday, June 9. The Board of Trustees is comprised of Alan Bauer, David Harper, Aaron Messier, Pamela Parks, Jim Rasmussen, and Mike Richberg.
In response, Thirsty Perch posted the following on its Facebook page:
“Tonight broke something in me that I didn’t expect. I walked into that meeting prepared, calm, and ready to use my two‑minute public presentation — the same two minutes every citizen is allowed — to explain why the denial of my license was based on a completely wrong reading of Chapter 125. I was doing exactly what the process allows.
“But the moment I mentioned the Village Clerk posting about my business under fake Facebook accounts, everything changed. I was cut off, yelled at, and told I was ‘out of order.’ My two minutes were taken away the second the truth became uncomfortable for them.
“And then we moved into the denial discussion, where they continued insisting that every LLC member must ‘qualify,’ even though the law clearly says only the agent must qualify. Members are disclosed, not judged. It’s right there in the statute, but they refuse to read it. I left that meeting feeling defeated, disrespected, and honestly heartbroken. I’m tired of fighting a village that should be supporting small businesses, not tearing them down. I’m tired of being treated like the problem when all I’m doing is asking them to follow the law.
“But I’m not giving up. I can’t. I’ve come too far, and the truth matters too much.”
Thirsty Perch also posted a video recording of the meeting on its Facebook page.
Sherri Miller’s first two-minute time starts at 1:40 and ends at 3:39. Another person gave his two minutes to continue speaking, and this started at 3:37 and ended at 4:30 when Village President Jennifer Schustek interrupted her as a result of remarks made, and a few more words between them resulted in Schustek telling Miller, “You’re done.”
Public reactions
The Thirsty Perch post above received over 130 comments, all in favor of the business’s stance. Some excerpts of comments are reproduced here.
According to AA: “I genuinely don’t understand why a small community wouldn’t want to support a local small business that’s trying to create something positive for the area. Places like ours thrive when local businesses succeed, not when they’re constantly met with roadblocks.
“Live music brings people together. It gives families, friends, and neighbors something to look forward to, encourages people to stay local instead of driving elsewhere, and helps create a sense of community that so many small towns are losing. It’s not just about one business, it’s about having events and opportunities that make people want to be here.
Having another option for the car show crowd, live music fans, and people simply looking for a fun night out seems like a win for everyone. If it’s not someone’s thing, that’s totally okay, they don’t have to attend. But it’s hard to understand why something that brings people together, supports local business, and creates economic activity would be viewed as a negative.
“Small towns are at their best when people support each other. I truly hope the focus can shift from finding reasons to say no and instead finding ways to help local businesses succeed.”
KW noted: “A lot of people are saying that the Thirsty Perch’s liquor license needs to be renewed because of all that the place gives to the community…jobs, music , great food, etc. While that is completely true, it doesn’t address the facts: From what I can see, the board’s basis for denial of their liquor license is completely unfounded, and that needs to be looked into. I don’t believe that the board members fully know the law, and they won’t allow Sherri to present them with the facts.”
SS indicated: “I could not be mored (sic) disappointed in the trustees, village board or village employees for taking this simple application so personally. The designated agent for LLC can be appointed to uphold requirements for license. Those of you entrusted to “be a bridge between government and residents” have truly failed all aspects of the “job” you were hired for. Those of you acting like this entire matter is a personal affront leading to anger and disparaging remarks when you think you are meeting in private really need to take a look at what you’re doing. Are you really doing this to help this community?”
MLK stated: “Iola is and has been forever changed. What is the board good for if they don’t want business in town. They should be ashamed of themselves. Just what Iola needs is more division. Keep fighting this corrupt board.”
BH was adamant: “That is just plain disgusting! As I said in an earlier post, I have lost all respect for Iola and will no longer do any business there, not even buying gas!!!”
History of the issue
A multiyear dispute over the liquor license of a popular downtown bar and grill remains alive in this small central Wisconsin village, balancing a local business’s survival against public safety regulations.
The Thirsty Perch, located on Water Street along the shores of Lake Iola, was opened in 2017 by business partners Sherri Miller and Steve Steeber. For years, the establishment functioned as a community gathering place known for its food, lakeside views, and live weekend music. However, an escalating back-and-forth between Miller and Iola Village Board President Jennifer Schustek culminated in the loss of the establishment’s liquor license, sparking legal appeals that have stretched into June 2026.
Friction between the local bar scene and village officials intensified in early 2025. During a February meeting of the Iola Village Board’s police committee, Miller and other area tavern owners alleged that local law enforcement officers were intentionally targeting their patrons to depress business.
Miller cited concerns that police were targeting customers, causing them to fear visiting. Conversely, Schustek defended the department, questioning the validity of such claims on social media. By March 2025, a committee found no evidence of targeting.
The dispute intensified in June 2025 when the Iola Village Board voted to deny The Thirsty Perch’s liquor license due to concerns regarding co-owner Steve Steeber’s criminal record, which then included misdemeanor convictions and a pending OWI charge.
Following a public hearing, the board offered a compromise: to renew the license if Steeber was removed from ownership, a proposal Miller rejected. The board subsequently upheld the non-renewal, prompting accusations of retaliation from Miller.
The license expired July 1, 2025, prompting the business to operate only as a restaurant while challenging the decision in court. A circuit court judge later upheld the village’s action. As of June 2026, the case continues through the appeals process, with the establishment seeking to regain its liquor license.
The specific police status and safety findings directly involving The Thirsty Perch center are entirely on the formal investigation into whether the Iola Police Department systematically targeted the bar’s customers.
The committee formally declared the matter closed, noting that it would not review any further targeting claims from the establishment without a sworn, legally binding affidavit containing verifiable details.
