2025 ANNUAL GALA AND DESSERT AUCTION

Madison Main Street Announces 2025 Award Winners

2025 Award Recipients, Photo Credit to Joe Ernst

On Tuesday, April 22nd, a lively crowd gathered at the Historic Eagle Cotton Mill – Fairfield by Marriott to celebrate Madison’s vibrant downtown business district. The occasion was the 10th Annual Gala & Dessert Auction, hosted by the Madison Main Street Program (MMSP). The evening featured a special awards ceremony recognizing outstanding local businesses, followed by the always-popular auction of 21 decadent desserts crafted by Madison residents and business owners. The event serves as a fundraiser for MMSP, a non-profit organization dedicated to supporting and revitalizing the downtown area. This year, five exceptional businesses were honored during the much-anticipated awards ceremony.

Jeff Brautigam, MMSP Board President, welcomed the crowd and acknowledged the volunteers and supporters gathered for this event. Executive Director of the Madison Main Street Program, Austin Sims, spoke of successes over the past year and of the supportive, strong, and authentic business community we have as well as the strong and dedicated staff who get things done!

Each year, four awards are presented, but this year we have a fifth:

The Innovation Award goes to a business that has opened, expanded, or added new products or services during the past two years to meet market needs. This year’s recipient is constantly innovating and introducing new ideas. It is rare for a business to offer a product or service that appeals in equal measure to residents and visitors and has expanded dramatically to change the complexion of the downtown community. Acree Alley Carts rents golf carts, sells golf carts, services and maintains golf carts, rents fleets of golf carts for festivals and special events, hosts fun parties and musical gatherings in Acree Alley.

The Business Excellence Award is presented to a business that exemplifies excellent business practices. This year's recipient is Binzer's Custom Framing. Binzer’s has been framing memories for almost 30 years (The 30th anniversary is in December.) Chip's work ranges from framing one-of-a-kind Bob Ross paintings to dog obedience ribbons to reviving family portraits and pictures of your favorite pets. Even though he has been in business for almost 30 years, he is always looking for ways to improve his business: strengthening his Facebook presence, updating his website, and attending local business assistance workshops. Chip, we’re looking forward to seeing more business accomplishments in the next 30 years!

The Judy George Tribute Award is presented to an individual or individuals who have gone “above and beyond” their regular job in service to Madison’s Main Street district. This year's recipient is Julia Truax. Julie does not know the meaning of the word “retirement.” Or maybe she does and has chosen to redefine the word. Many people in her position would have sold their business and waved goodbye, but Julie has worked diligently in support of two successive owners of the Attic to make sure the business remains a downtown anchor. She has passed along favorite family recipes and even done some of the baking herself. Julie remains an entrepreneur in her own right, still selling a line of products at several venues across the South. And she currently serves on Main Street’s Small Business Assistance committee, volunteering her time to work closely with new or struggling businesses to offer consultation on merchandising, inventory control, or other important areas. All they have to do is reach out to her, and she is willing to offer her insights free of charge.

The Legacy Award is presented to a business that has been in Downtown Madison for at least 25 years. This year’s Legacy Award was presented to Horst's Donuts. In Madison, a morning meeting isn’t considered complete without Horst’s donuts complementing the coffee. This German-style bakery has roots go back decades when John Dieken established a business in Madison. Dieken, who still lives in Madison, carefully taught his craft to Horst, another German immigrant. After Dieken retired and his business closed, Moehlman opened his own shop on the hilltop in 2004. The resilient downtown business has survived many obstacles, including when Horst’s wife Mary was struck by a car when crossing Main Street in 2019 while going to work. The business also suffered a devastating fire that destroyed many treasured business legacies, like the revered cuckoo clock collection. But Horst’s Bakery bounced back. Today the business still provides a great spot to have a quick breakfast, to buy special cookies and treats, or to grab a dozen donuts to take to work.

Our fifth and final award was to name the winner of the Driving Small Business Revenue Grant. In partnership with German American Bank, Madison Main Street launched this impactful program—a series of engaging courses specifically crafted to support and empower our local businesses. As an added incentive, one participating business had the opportunity to receive a grant upon completion of the series—providing key support to help take their operations to the next level. After reviewing 17 thoughtful and inspiring applications, the committee determined that one business stood out above the rest. This year's grant was awarded to Pakalana's Poke Wagon. Isa and Chuck, with Pakalana’s Poke Wagon, have created a one-of-a-kind spot in our community. With delicious poke bowls served on The Lanai and their mobile service throughout the area, they’ve added a fresh and vibrant touch to Madison’s food scene

Photo Credits to Joe Ernst

Thank You, Vendors!

Auction Services Provided by Jim Pruett
Musical Entertainment by The Rob Houze Band
Sound Quality Services Provided by Dennis O’Neal
Ticketing Services Provided by MadTix
Table Decor provided by Richwood on the River
Photography by Joe Ernst
Printing Services by MPS Printing

Thank You, Sponsors!

Arvin Sango Foundation
The Friendship State Bank

Thank You, Event Volunteers & Staff!

Dan Baughman
Margo Olson
Lindsay Holley
Brittany Demaree
Matt Chandler
Ed Ray
Sandy Palmer
Happy Smith
Jeff Brautigam
Valecia Chrisafulli
Hilary Beall

Thank You, Donors!

Thank you to the cake and dessert artists who donated their time and talents to support the auction following the awards. Thank you also to the individuals and businesses who purchased desserts and supported the Madison Main Street Program.