Imagine, once upon a time and not so long ago, there was a beautiful resort on the north shore of Lake Beulah that supported our community with casual dining, picnicking, bathing, and water sports. Its beach had a hard sand bottom with water clean and pure where its depth moved subtly away from shore making it safe for young and old alike. Those who waded in its waters must’ve thought the sand was made of gold, for it truly was the “golden beach” of all Lake Beulah.
Sounds like a fairytale dream you might say, but it was the real life dream of Wilford and Blanche Sawyer who purchased 26 acres of north shore property from Seymour Brooks in 1938; the soon to be home of Beulah Beach Resort. And this is where the dream begins.
Wilford and Blanche were entrepreneurs with a vision. They knew the potential of their acquisition and wasted little time putting their dream together.
1938 was the tail-end of the Great Depression, but its effects were still felt. Wilford was a farmer, but he also had a second business immune to its effects. He supplied slot machines to local establishments, a rather lucrative business. The excess proceeds allowed him to purchase and develop Beulah Beach Resort
Timing was everything, Wilford acquired his permits and began construction during the lake’s quiet time in late fall when secondary homeowners were gone. Tim Thayer, a local building contractor, completed the resort’s construction before the following season began; a shrewd decision by Wilford.
In short-time, after Beulah Beach was constructed, and when his flow of money would allow, Wilford put his less fortunate friends to work building cottages in the backdrop of his resort. Eight in total were constructed.
Wilford’s slot machine business was lucrative but had its risks. Collecting money from the machines was a late night endeavor after business hours. Riding “shotgun” was more than an idiom for who gets to sit in the front seat with the driver. You did sit in the front seat, but you actually held a loaded sawed off shotgun ready for action if necessary. Attested by former George Taylor and Irv Anderson, employees of Wilford.
In the early going of Beulah Beach, Wilford and Blanche partnered up in daily operations with George and Ethel O’Malley as their first managers. During the War years of the 1940s when Uncle Sam was rationing commodities, clever Wilford, the beef farmer that he was, built himself a walk-in freezer in the basement of the adjacent cottage awarding him the ability to scoot under the radar with federal inspectors. Wilford always had an ample supply of beef for his clientele.
When the O’Malleys retired, their head chef, Ray Newbold took over the helm until 1950. The baton was then passed to Irv Anderson and his wife, Bernie.
The 1950’s was the “Boomer” generation. America was done with WW2 and just finished the Korean War. Our boys were back home making families. Manufacturing went from making bombs to making durable goods for the private sector; a time of recovery, growth, and prosperity. It was peacetime, Americans were jubilant and free. For businesses and individuals alike, Beulah Beach offered the amenities they wanted: swimming, boating, and picnicking. Popular pastimes for city and country folk alike.
Fifteen years passed. Irv and Bernie retired In 1965. Wilford then confronted Jack Majeske to run Beulah Beach. Wilford was familiar with Jack for Jack had leased and operated Beulah Vista, a tavern just down the road from Beulah Beach Resort. Because owner Marshal Stack wouldn’t sell, Jack left and created Javell’s, a tripartite operated restaurant in New Berlin named, “Town and Country.” Javell’s is an acronym for Jack Majeske, Dave Andrews, and Sally (?). Sad as it was, in two short years, Town and Country burned to the ground, so Jack and company were on the lookout for a new home. Timing is everything. Wilford wanted out, and Jack wanted in. Javell’s leased Beulah Beach from Wilford.
In 1966, Wilford offered Jack to purchase Beulah Beach; however, Jack was given limited time, for Jack La Bonte, a real estate developer, expressed an interest to purchase.
Jack Majeske needed help. With the help of Fortune Renucci Sr., Renucci Sr. was able to corral six investors to insure Beulah Beach would remain a resort and not a development site for homes. And so it came to be, the “Beulah Beach Corporation” was formed which became the new owners of Beulah Beach Resort. The corporation had six shares among seven members, five full shares and two half shares.They leased the resort to Javell’s.
Jack Majeske and company took the ball and ran with it. Javell’s was synonymous with Beulah Beach, and Jack was the mainstay for daily operations. He was a statuesque man who was best known for being the maitre d’ during evening dining. He was a most gracious host.
Javell’s was the King of Friday night fish-frys during their tenure. A time when restaurateurs took pride in the traditional Friday night fish-fry. From their yellow perch to rye rolls (with salt on top), potato pancakes, coleslaw, and tartar sauce. Javell’s was unmatched. Not even the Nite Cap Inn, Linden Terrace, or Clifford’s / Leeshore could meet their equal. They ruled the roost.
The bathhouse and concession stand were inherited amenities for the glorious beach area of Beulah Beach. Blanche Sawyer is credited with its design and layout. State of the art for its time. Kudos to Blanche.
George Taylor ran the concessions. A little old man with fire, and you know where. Haha. He was from the core of Chicago, living during prohibition and the mobs. The story goes, in 1929 he was a newspaper delivery man, who, with his horse drawn wagon, dropped off bundles of papers on the street corners for the salesboys. Hidden underneath the paper stacks he also delivered beer to the speakeasies. It was a happenstance, but George arrived at Clark St. on that infamous morning shortly after the “St. Valentine’s Day Massacre” occurred. He witnessed the murdered victims firsthand.
“Lady Anna 2,” was a customized 32’ pontoon boat purchased by Jack to give sightseeing tours of Lake Beulah where he performed as a docent offering his friends and customers treats and a bit of Lake Beulah’s history.
It is now the late 1970’s and one of the “Beulah Beach” corporation’s members died and a vacancy opened leaving an opportunity of which Jack recognized. Opportunity knocked. Jack played the leverage game, for he wanted skin in the game. Having a piece of the pie was imperative to him. A power play ensued. Jack wished to leave if couldn’t have ownership. The “Beulah Beach” corporation acquiesced. Jack was in with one full share.
Now, with skin in the game, Jack pushed for improvements. He wanted to develop the land abutting Hwy J with condos or apartments, implement a DNR approved boat launch, and winterize the lakeside porch creating more seating. During the 1980s, attempts were made with the Town of East Troy for approval, but Jack was blocked at every turn. Frustration set in, and Jack decided to bail. He wanted to sell.
Concurrently, more drama arose within the “Beulah Beach” corporation, where two members sold-out leaving a total of four. Jack convinced two that selling Beulah Beach Resort was the appropriate thing to do. Beulah Beach Resort was put on the auction block.
For 50 years the beautiful dream played out, then suddenly, in 1988, the dream was over. Beulah Beach Resort was awakened to the reality it would be no longer.
Beulah Beach Resort was sold to Tom Berg, a developer from Mukwonago, who turned the 26 acres into homesites.
A sad moment, for it was a moment in time when local officials could have created an amenity for its community that would endure in perpetuity, but short-sightedness and selfishness prevailed; Beulah Beach was sold for tax revenue. A decision that will live in infamy. It could have been Beulah Beach Park, by the stroke of a pen. Woulda, coulda, shoulda, but didn’t!
The beautiful dream is over. Beulah Beach is gone. Gone forever. Never to return.
Some things are not about the money. Maybe one day we’ll listen to what history can teach us. We can only pray.
Written by: Pete Kesselhon
