’WPC> žt nGŠlż©²Uāū“ź“€æ²fŌ•Qsü®™›xŖIėŅłķÕÄłlŸ×j·3ń¬–„„ÅEʰ€†r,Ń{gr6l;­ż6b”„¾²łŅś¬+§ZŻ!ü7ø„ č£÷….Œc>FśSæå½÷āæ.ŲM½aļē7n ŅŽøæÅ޾Pf§”ĻqsjŸ…tnB ¼gNµł’ޙҤIx¢“6¬h)¤;ńÕsWGP^³7³‹[Ué„ņۈb¶™ķÉmE-(S|t$$»÷‘Õ÷UMåįß×}rʄ6H™ŽF‹ęĒsżē“šŠ¢3¤/cƒIy^PA‹\wżėĄĄ²øŠ"’ėŅw®-ÖZaPńč‘)x*Įåę³Ķ(™:ņõ(ĢҾJ<ćžč Š… ¤lö@o€>p9Õ’Ÿ„–uŃ(šČ©e¹mXr? ¶OŽ‡Æ˜šū𦭓p»Ļx‰h"ÖX™”«‡]?FµžnāRŖ{©ćŽŹĆFʌ”: ­eg;xX, ž}l<Õā:xĮŒY‘:“Ģ6°ŃĪn:é3Ü®qĢOGC”iÉ8ß¹-žŻo]Ū6ŲbŠ¢:«f­čßp]”ÓP[`% ˜€ZŹ/!‹ ¶#ÉĘUN %Ż 0:ćN^ w+4/C mEā\#|x˜\\VILASNW\3000 hp8000.printers.wha$,,,,$0(ÖĆ9 Z‹6Times New Roman RegularX(üœ$””ŌUSUS.,Ō°35é Éb;435v¬Backup ’U‹’ĄĄĄ  Loew SothHallowellKoyenCaplanMiddletonVandewalleMaunesha DNRWienermobileMequonŻ ƒüœ!ŻŌUSUS.,ŌŻ  ŻŌ_ŌWisconsin€Public€TelevisionŠ ° ŠTranscript:€š šIn€WisconsinššŠ œģ ŠOriginal€Air€Date:€August€31ņņstóó,€2006Š ˆŲ ŠĢĢPatty€Loew:Š L œ ŠHello,€everyone.€€Welcome€to€our€summer€season€of€"In€Wisconsin."€€I'm€Patty€Loew.€€TonightŠ 8 ˆ Šwe€join€you€from€the€rocky€cliffs€at€High€Cliff€State€Park€in€Calumet€County.€€These€limestoneŠ $ t Šcliffs€were€formed€400€million€years€ago€by€the€hardening€of€liming€ooze€on€the€Silurian€Sea,Š  ` Šwhich€covered€much€of€Wisconsin€at€the€time.€€Today€these€cliffs€and€their€beautiful€views€are€aŠ ü L  Šfavorite€for€Wisconsin€travelers.€€This€week€we'll€also€travel€to€Washington€Island€where€farmersŠ č 8  Šhave€found€a€tasteful€approach€to€reviving€their€local€agriculture.€€Š Ō$  ŠĢMan:Š ¬ü  ŠThe€whole€thing€was€very€serendipitous.€€We€really€go€with€serendipity€in€our€field.€€Š ˜č  ŠĢLoew:Š pĄ ŠAnd€instead€of€selling€lemonade,€these€kids€earn€their€quarters€fishing€for€carp.€€Š \¬ ŠĢBoy:Š 4„ ŠFour€fish€today.€€Š  p ŠĢBoy:Š ųH ŠHow€many?€Š ä4 ŠĢBoy:Š ¼  ŠFour.€€Š Øų ŠĢBoy:Š €Š ŠLucky.€€Š l¼ ŠĢLoew:Š D!” ŠAnd€we'll€introduce€you€to€a€designer€whose€influence€is€all€around€us,€"In€Wisconsin."€Š 0"€  ŠĢWhile€we€enjoy€the€beauty€of€High€Cliff€State€Park,€our€first€story€actually€takes€place€about€100Š $X" Šmiles€from€here€on€Washington€Island.€€The€island€is€located€just€off€the€tip€of€Door€County.€€It'sŠ ō$D # Šthere€that€success€is€being€brewed€from€a€locally-grown€crop.€€Š ą%0!$ ŠĢAndy€Soth:Š ø'#& ŠWashington€Island€sits€in€Lake€Michigan€atop€the€Door€County€Peninsula.€€Thousands€make€theŠ ¤(ō#' Šferry€crossing€each€summer.€€One€tourist€stop€is€the€Washington€Island€Farm€Museum.€€Š )ą$( ŠĢMary€Hallowell:Š h+ø&* ŠWell,€I€think€it's€very€important€for€people€when€they€come€to€the€island,€and€even€people€thatŠ T,¤'+ Šlive€on€the€island,€to€realize€that€the€farm€shows€the€heritage€that,€you€know,€this€is€the€way€ofŠ @-(, Šlife€and€the€past,€that€these€things€were€very€important.€€Š ° ŠĢSoth:Š ˆŲ ŠThe€museum€tells€the€store€of€Icelandic€and€other€Nordic€settlers,€who€cleared€the€land€and€thenŠ tÄ Šlived€off€it€on€small€farms.€€Large€scale€farming€came€in€the€20th€century€as€the€island€becameŠ `° Šknown€for€its€potatoes,€but€having€to€ship€the€spuds€off€the€island€made€it€harder€to€compete.€€Š L œ ŠĢHallowell:Š $ t ŠAnd€that€became€very,€very€expensive€for€them€to€do.€€So€that's€basically€why€the€potato€farmingŠ  ` Šwent€bottom€up€Ō_ŌupŌ_Ō€here.€€Š ü L  ŠĢSoth:Š Ō$  ŠSo€farming€for€the€most€part€disappeared€by€the€1970's,€but€agriculture€is€making€a€bit€of€aŠ Ą  Šcomeback€on€Washington€Island€in€a€small€and€surprising€way.€€This€is€the€Washington€Hotel,€aŠ ¬ü  Šrecently€restored€inn€on€the€island.€€Chef€and€co-owner,€Leah€Capelan,€is€a€founding€member€ofŠ ˜č  ŠHomegrown€Wisconsin,€a€movement€to€support€local€farmers€by€using€regional€and€seasonalŠ „Ō  Šproduce.€€Š pĄ ŠĢLeah€Capelan:Š H˜ ŠŌ_ŌSustainabilityŌ_Ō€and€originality€are€the€two€most€important€things€to€me.€€Everything€I€cook€withŠ 4„ Šand€everything€I€serve€has€some€significance.€€Š  p ŠĢSoth:Š ųH ŠHowever,€she€opened€her€hotel€in€a€place€that€hadn't€had€significant€farming€for€decades.€€HerŠ ä4 Šfirst€job€was€to€recruit€locals€to€grow€for€her,€like€Tom€Koyen.€€Š Š  ŠĢTom€Koyen:Š Øų ŠMy€great-great€grandparents,€they€lived€on€the€island.€€I€was€born€on€a€dairy€farm.€€We€had€aŠ ”ä Šmeeting€with€a€bunch€of€us,€and€we€met€at€the€hotel,€and€it€came€right€down,€everybody€laid€it€onŠ €Š Šme€on€the€line,€that€if€we€were€going€to€do€anything€for€her,€it€was€up€to€me.€€Well,€I€loveŠ l¼ Šfarming.€€I€always€did,€so€I€decided€well,€I'll€plant€some€wheat.€€This€is€only€a€couple€of€daysŠ X Ø Šfrom€being€harvested€I€would€say.€€Š D!” ŠĢSoth:Š #l! ŠThe€harvested€wheat€was€ground€into€flour€at€the€hotel,€baked€into€bread,€and€sold€in€breadŠ $X" Šmixes,€but€there€was€one€problem€as€Caplan's€business€partner,€Brian€Vandewalle,€explained.€€Š ō$D # ŠĢBrian€Ō_ŌVendewalleŌ_Ō:Š Ģ&"% ŠWe€ended€up€with€way€too€much€wheat€because€we€couldn't€make€that€much€bread,€and€so€weŠ ø'#& Šsort€of€tried,€out€of€desperation,€to€figure€out,€you€know,€where€could€we--€what€could€we€doŠ ¤(ō#' Šwith€that€wheat?€Š )ą$( ŠĢSoth:Š h+ø&* ŠAt€the€same€time€in€Dane€County€at€the€Capital€Brewery€in€Middleton,€these€makers€ofŠ T,¤'+ Štraditional€heavy€German€beers€were€thinking€about€creating€something€lighter.€€Š @-(, ЇCarl€Nolen:Š ° ŠWe€were€out€on€a€search€at€that€point€for€a€key€ingredient€that€would€become€part€of€this€brand,Š œģ Špart€of€its€personality.€€Š ˆŲ ŠĢSoth:Š `° ŠCapital€also€saw€this€new€brand€as€a€chance€to€establish€itself€with€consumers€as€a€brewery€withŠ L œ Šstrong€Wisconsin€roots,€and€that's€what€Brian€Vandewalle€met€Capital's€Ō_ŌbrewmasterŌ_Ō,€KirbyŠ 8 ˆ ŠNelson.€€Š $ t ŠĢVandewalle:Š ü L  ŠKirby's€got€his€little€Ō_ŌspicketŌ_Ō€and€giving€us€tests€out€of€his€big€vat,€and€I€turn€around€and€looked€atŠ č 8  Šhis€grain€storage€area.€€It€kind€of€hit€me€and€we€turned€to€Kirby€and€we€said,€š šKirby,€we€didn'tŠ Ō$  Šrealize€that€you€brew€beer€locally€but€you€don't€brew€local€beer.€€Š Ą  ŠĢKirby€Nelson:Š ˜č  ŠThere€really€wasn't€a€supplier€of€locally€grown€grains€in€Wisconsin,€and€so€to€kind€of€almostŠ „Ō  Šstumble€upon€this€source€of€wheat€in€Washington€Island€and€to€make€this€American-style€wheatŠ pĄ Šale€in€the€State€of€Wisconsin€that€is€known€fro€making€quality€beers,€from€this€wheat€grown€inŠ \¬ Šthis€neat€locale,€it's€tremendous.€€It's€the€most€fun€I've€ever€had€developing€a€beer.€€Š H˜ ŠĢSoth:Š  p ŠAnd€so€island€wheat€was€born.€€Š  \ ŠĢVandewalle:Š ä4 ŠThe€whole€thing€was€very€serendipitous.€€We€really€go€with€serendipity€in€our€field.€€Š Š  ŠĢSoth:Š Øų ŠVandewalle's€field€is€community€planning€and€economic€development.€€He€sees€island€wheat€as€aŠ ”ä Šperfect€example€of€a€product€that€can€promote€Ō_ŌsustainabilityŌ_Ō.€€Š €Š ŠĢVandewalle:ą ` ąŠ X Ø ŠBut€everybody€in€the€chain,€in€the€supply€chain€have€formed€a€friendship€and€a€social€structure,Š D!” Šand€each€one€is€participating€in€the€economic€return.€€Š 0"€  ŠĢSoth:Š $X" ŠFor€Tom€Koyen,€that€means€a€chance€to€see€the€farming€way€of€life€return€to€his€home.€€Š ō$D # ŠĢKoyen:Š Ģ&"% ŠIt€would€be€good.€€Yeah,€it€would.€€It€would€get€some€of€the€land€back€into€what€it€used€to€beŠ ø'#& Šused€for.€€Š ¤(ō#' ŠĢCapelan:Š |*Ģ%) ŠI€don't€want€to€look€around€the€island€and€say,€this€used€to€be€beautiful€farmland€and€it's€a€bunchŠ h+ø&* Šof€subdivisions.€€And€so€the€only€way€you€can€save€that€farmland€is€to€farm€it.€€Š T,¤'+ ŠŠ @-(, ŠSoth:Š ° ŠFor€chef€Leah€Caplan,€Island€Wheat€represents€the€next€step€in€the€regional€food€movement,€outŠ œģ Šof€the€gourmet€kitchen€and€directly€to€the€consumer.€€Š ˆŲ ŠĢCapelan:Š `° ŠBeer€is€a€great€consumer€product.€€Š L œ ŠĢSoth:Š $ t ŠAnd€for€the€makers€of€that€beer,€it's€a€chance€to€tell€a€story.€€Š  ` ŠĢCarl€Nelson:Š č 8  ŠIt's€very€important€for€our€consumer€that€the€product€is€deep€with€some€tradition,€with€a€story,Š Ō$  Šwith€a€purpose,€with€a€meaning.€€Island€Wheat€is€a€story€of€words€grown.€€What€is€WashingtonŠ Ą  ŠIsland?€An€island€discovered€in€1631.€€A€historic€hotel€100€years€old.€€It's€a€story€that€just€doesn'tŠ ¬ü  Šend.€€Š ˜č  ŠĢSoth:Š pĄ ŠThe€folks€at€Capital€Brewery€tell€us€that€when€Island€Wheat€beer€went€on€sale€in€February€of€thisŠ \¬ Šyear,€it€flew€off€the€shelves€as€quickly€as€it€got€there.€€Š H˜ ŠĢGraphic:Š  p ŠThe€saying€š šMind€you€Pššs€and€Qššsšš€comes€from€the€time€when€beer€was€served€in€both€pints€andŠ  \ Šquarts.€€Thus€to€mind€your€Pššs€and€Qššs€meant€to€be€careful€of€how€much€you€drank.Š ųH ŠSource:€Miller€Brewing€CompanyŠ ä4 ŠĢLoew:Š ¼  ŠState€parks€like€High€Cliff€are€great€places€to€enjoy€the€Wisconsin€outdoors,€fishing,€hiking,Š Øų Šcamping.€€But€some€younger€residents€in€Marshall€don't€have€to€go€to€a€state€park.€€They'reŠ ”ä Šfishing€and€building€their€bank€accounts€right€from€a€local€lake.€€Š €Š ŠĢArt€Hackett:Š X Ø ŠDrop€a€line€into€Lake€Maunesha€in€Marshall,€and€odds€are€you€will€catch€a€carp.€€The€DaneŠ D!” ŠCounty€Lake€is€actually€a€flowage.€€It's€backed€up€behind€an€old€mill€dam.€€DNR€fisheryŠ 0"€  Šecologists€say€agriculture€runoff€has€clouded€the€water.€€This€chokes€off€game€fish,€but€it's€anŠ #l! Šenvironment€where€carp€thrive.€€Š $X" ŠĢGary€Egan:Š ą%0!$ ŠWe€don't€see€it€as€a€problem,€actually.€€The€kids€enjoy€it.€€It's€a€blessing,€if€you€will,€for€us.€€Š Ģ&"% ŠĢKeep€it€straight€up€above€you.€€There€you€go.€€Š ¤(ō#' ŠĢHackett:Š |*Ģ%) ŠAnglers€don't€normally€seek€out€carp.€€They'd€just€as€soon€avoid€them.€€The€DNR€considers€theŠ h+ø&* Šcarp€a€rough€fish.€€You€can€take€them€anytime€in€any€manner€short€of€dynamite.€€The€usualŠ T,¤'+ Šcontrol€is€poison.€€Š @-(, ЇEgan:Š ° ŠWell,€we€did€poison€it€a€few€times,€and€a€couple€of€times€that€I€can€think€of€in€the€past,€and€theyŠ œģ Šstill€came€back€in€flying€colors.€€So€that€wasn't€working€at€all.€€Š ˆŲ ŠĢHackett:Š `° ŠSo€Marshall's€village€elders€did€what€their€counter€parts€did€in€the€old€west€when€they€wanted€toŠ L œ Šrid€the€territory€of€a€desperado,€they€put€a€price€on€the€carp's€head€and€turned€the€kids€loose.€€Š 8 ˆ ŠĢEgan:Š  ` ŠIt€actually€got€started€as€a€summer€school€class€about€10€years€ago.€€Š ü L  ŠĢHackett:Š Ō$  ŠA€new€group€of€students€comes€down€the€hill€each€hour€from€Marshall€School.€€Š Ą  ŠĢBoy:Š ˜č  ŠFour€fish€today.€€Š „Ō  ŠĢBoy:Š \¬ ŠHow€many?€Š H˜ ŠĢBoy:Š  p ŠFour.€€Š  \ ŠĢBoy:Š ä4 ŠLucky.€€Š Š  ŠĢEgan:Š Øų ŠAnd€then€every€year€the€VFW€gives€us€a€certain€amount€of€money€for€hooks€and€different€thingsŠ ”ä Šthat€we€go€through,€because€I€tie€anywhere€between€100€and€150€hooks€in€two€weeks€from€thoseŠ €Š Šthat€are€lost€or€broken€off.€€Š l¼ ŠĢBoy:Š D!” ŠHey€Mr.€Egan,€I€think€I€might€need€your€help€unhooking€this.€€Š 0"€  ŠĢHackett:ą ` ąą ø ąŠ $X" ŠThe€owner€of€the€local€sporting€goods€store€supplies€the€bounty,€25€cents€per€carp.€€Š ō$D # ŠĢBoy:Š Ģ&"% ŠNow€I€got€two€quarters.€€Š ø'#& ŠĢHackett:Š )ą$( ŠWhat's€your€total€carp€count€right€now?€Š |*Ģ%) ŠĢBoy:Š T,¤'+ ŠI€had€29€the€last€time€I€counted.€€Š @-(, ЇHackett:Š ° Š29?€Š œģ ŠĢBoy:Š tÄ ŠYeah.€€Thirty€four€fish.€€Š `° ŠĢHackett:Š 8 ˆ ŠThirty€four€fish,€so€that€works€out€to€how€much€money?€Š $ t ŠĢBoy:Š ü L  Š$8.50.€€Š č 8  ŠĢHackett:Š Ą  ŠIt€probably€pays€better€than€collecting€aluminum€cans.€€Š ¬ü  ŠĢEgan:Š „Ō  ŠThis€tells€me€who€caught€fish€and€how€many€they€caught€each€day€so€that€at€the€end€of€the€year€IŠ pĄ Šcan€tally€it€up€and€know€who€caught€the€most€fish€for€the€season,€because€they€give€prizes€for€theŠ \¬ Šperson€that€catches€the€most€fish.€€Š H˜ ŠĢHackett:Š  p ŠEleven-year-old€Jonathan€German€is€last€year's€overall€champ.€€He€earned€a€tackle€set€and€aŠ  \ Šsavings€bond.€€Š ųH ŠĢHow€many€fish€have€you€caught€over€the€years?€Š Š  ŠĢJonathan€German:Š Øų ŠI€think€around€800€and€something.€€Š ”ä ŠĢHackett:Š l¼ ŠEight€hundred€carp?Š X Ø ŠĢBoy:Š 0"€  ŠYeah.€€Š #l! ŠĢHackett:Š ō$D # ŠThat's€a€lot€of€carp.€€Š ą%0!$ ŠĢBoy:Š ø'#& ŠYeah.€€Š ¤(ō#' ŠĢHackett:Š |*Ģ%) ŠDo€you€ever€think€about€how€those€carp€would€all€look€if€they€were€all€stacked€up,€how€highŠ h+ø&* Šthey'd€be?€Š T,¤'+ ŠŠ @-(, ŠBoy:Š ° ŠNo,€not€really.€€Š œģ ŠĢEgan:Š tÄ ŠJust€crank€it€up€a€little€bit.€€No,€never€mind.€€That€thing€is€really€heavy€yet.€€You're€going€to€haveŠ `° Što€take€some€time€with€that€one€yet.€€You've€got€to€take€your€time.€€The€bigger€they€are,€theŠ L œ Šlonger€it€takes€sometimes.€€Š 8 ˆ ŠĢThe€last€five€years€over€10,000€carp€were€right€out€of€this€one€area,€and€I€don't€know€if€you€couldŠ  ` Šever€make€a€dent€in€the€carp€population.€€But€based€on€the€fact€that€they€are€getting€larger,€I€thinkŠ ü L  Šthat€we€do€make€a€difference.€€There's€fewer€spawning,€at€least€in€this€part€of€the€lake.€€Š č 8  ŠĢHackett:Š Ą  ŠThe€kids€catch€about€2,000€carp€over€the€course€of€the€summer.€€DNR€ecologist€says€that'sŠ ¬ü  Šprobably€not€enough€to€have€an€effect€on€the€population.€€But€that's€not€the€main€reason€GaryŠ ˜č  ŠEgan€does€this.€€He€wants€the€kids€to€learn€to€fish.€€Š „Ō  ŠĢEgan:Š \¬ ŠThat's€it.€€Now€you're€doing€it€right.€€That's€the€way.€€Nice€and€easy.€€Don't€jerk€on€it€too€hard€orŠ H˜ Šanything.€€Š 4„ ŠĢThey€learn€how€to€play€the€fish€and€how€to€do€it.€€They€have€to€do€it€all€by€themselves,€and€withŠ  \ Šthat€they€gain€a€lot€of€confidence€in€themselves€to€be€able€to€want€to€go€on€and€carry€it€on€and€doŠ ųH Šit€more.€€The€kids€that€have€come€down€here€fishing,€and€pretty€soon€their€parents€are€down€hereŠ ä4 Šfishing€with€them,€and€pretty€soon€the€parents€tell€me€they€haven't€had€a€fishing€license€in€years,Š Š  Šgo€out€and€get€one€so€that€they€can€go€again€and€take€their€kids€fishing€after€they've€had€theŠ ¼  Šexperience€of€this.€€Š Øų ŠĢHackett:Š €Š ŠEgan€will€load€the€buckets€in€his€pickup€at€the€end€of€the€day€and€cash€in€the€carp.€€Š l¼ ŠĢEgan:Š D!” ŠAnd€they're€put€in€pails,€and€then€I€take€them€to€Tom's€guns,€and€he's€the€main€man€in€town€thatŠ 0"€  Šhandles€all€the€financial€stuff€for€the€kids.€€Š #l! ŠĢHackett:Š ō$D # ŠAnd€the€carp?€Š ą%0!$ ŠĢEgan:Š ø'#& ŠSome€end€up€being€fertilizer.€€In€the€past€there's€been€some€that's€gone€for€mink€food.€€A€farmerŠ ¤(ō#' Šcame€in€and€got€them€for€a€while.€€Š )ą$( ŠĢHackett:Š h+ø&* ŠWhen€somebody€sees€you€coming€with€a,€you€know,€pickup€truck€full€of€several€hundred€carp,Š T,¤'+ Šdo€they€kind€of€avoid€you?€Š @-(, ЇEgan:Š ° ŠEven€the€cars€on€Main€Street€swerve€because€there's€a€swarm€of€flies€around€my€truck€bed.€€TheyŠ œģ Šknow€that€I'm€coming.€€They€can€smell€me€and€see€me.€€Š ˆŲ ŠĢAll€right,€time€to€go.€€Of€you've€got€to€go€now.€€Š `° ŠĢHackett:Š 8 ˆ ŠThus€ends€the€slice€of€summertime€life€in€Marshall.€€Kids,€fishing€poles,€and€carp€on€a€92-degreeŠ $ t Šsummer€day.€€Š  ` ŠĢLoew:Š č 8  ŠGary€Egan€tells€us€that€last€summer€was€his€final€year€running€the€program.€€He€still€volunteersŠ Ō$  Šoccasionally€on€the€lake€to€help€kids€catch€their€carp.€€Š Ą  ŠĢGraphic:Š ˜č  ŠCarp€are€the€largest€member€of€the€minnow€family.€€While€considered€pesky€in€the€United€States,Š „Ō  Šcarp€are€abundant€in€Europe.€€So€abundant,€that€they€are€known€as€the€š šsparrow€of€fishes.ššŠ pĄ ŠSource:€Columbia€University€PressŠ \¬ ŠĢLoew:Š 4„ ŠTime€now€for€our€Wisconsin€Retro€report.€€Brooks€Stevens€was€a€pioneer€in€the€field€ofŠ  p Šindustrial€design.€€Many€of€his€items€are€things€you€probably€see€and€use€every€day.€€We€profiledŠ  \ ŠBrooks€Stevens€in€1989,€and€his€words€still€ring€true€today.€€Take€a€look.€€Š ųH ŠĢNarrator:Š Š  ŠBehold€a€bit€of€genius.€€The€happy€result€when€a€creative€mind€crossed€a€hot€dog€and€a€car,€foodŠ ¼  Šfashioned€into€a€vehicle,€the€Wienermobile.€€It's€an€advertising€concept€that€has€become€a€part€ofŠ Øų Šour€past,€an€American€cultural€icon€to€pass€on€to€the€kids.€€The€Wienermobile€seen€by€millionsŠ ”ä Šand€first€imagined€by€this€man,€Brooks€Stevens€of€Mequon,€Wisconsin.€€The€face€may€not€beŠ €Š Šfamiliar,€but€all€across€America,€all€over€the€world€Stevens€has€left€his€mark.€€You€will€know€himŠ l¼ Šby€his€designs,€unsigned€and€everywhere.€€Brooks€Stevens€is€the€man€who€dreamed€up,€the€manŠ X Ø Šwho€designed€the€Wienermobile,€the€Ō_ŌExcaliberŌ_Ō€car,€the€willy's€jeep,€the€first€motor€home,€theŠ D!” Šrotary€lawn€mower.€€Stevens€is€the€man€who€created€the€classic€look€of€the€Harley€DavidsonŠ 0"€  Šmotorcycle.€€He's€the€guy€who€first€thought€of€putting€a€window€in€the€clothes€dryer€door.€€HeŠ #l! Šdesigned€the€first€outboard€motor€for€his€friend,€and€a€whole€industry€sprang€up€in€his€wake.€€ForŠ $X" Š50€years€industrial€designer€Brooks€Stevens€has€been€one€of€the€visionaries€behind€the€shape€ofŠ ō$D # Šthings€to€come,€the€shape,€the€look,€the€line,€the€function,€the€form€of€thousands€of€productsŠ ą%0!$ Šranging€from€tanks,€to€toy€trucks,€to€toasters.€€Tens€of€thousands€of€designs€dreamed€up€byŠ Ģ&"% ŠStevens,€one€of€the€country's€first€industrial€designers€and€certainly€one€of€the€best.€€WhenŠ ø'#& ŠBrooks€Stevens€began,€there€was€no€field€of€industrial€design.€€He€helped€create€that,€too.€€Š ¤(ō#' ŠĢBrooks€Stevens:Š |*Ģ%) ŠBack€when€I€started€this,€we€were€called€corner€rounders€and€hump€Ō_ŌsmoothersŌ_Ō.€€That's€what€aŠ h+ø&* Šdesigner€was.€€Oh,€you€just€fix€up€our€tin€box€to€look€better,€and€they€thought€that's€all€there€wasŠ T,¤'+ Što€it.€€Š @-(, ЇNarrator:Š ° ŠThere€is€a€great€deal€more€to€it.€€Industrial€design€is€concerned€not€only€with€aesthetics,€but€alsoŠ œģ Šwith€the€safety,€efficiency,€and€cost€effectiveness€in€both€the€operation€and€the€manufacturer€of€aŠ ˆŲ Šproduct.€€It's€an€odd€marriage,€art,€engineering,€and€business.€€The€creativity€comes€in€when€aŠ tÄ Šdesigner€can€juggle€these€concerns€and€still€make€something€wonderful,€something€that€isŠ `° Šfunctional,€but€still€fascinating€to€the€eye€of€the€consumer.€€Š L œ ŠĢStevens:Š $ t ŠThere€is€no€real€formula€or€rules€other€than€not€increasing€cost,€hopefully€reducing€cost.€€That'sŠ  ` Šour€prime€objective,€or€at€least€not€more€than€it€used€to€be€so€that€the€consumer€gains€there.€€ToŠ ü L  Šimprove€the€appearance,€to€make--€to€create€buy€appeal€so€that€they€want€it€and€they€want€it€soŠ č 8  Šbadly€they'll€almost€take€the€charge€card€and€pay€for€it€in€the€next€six€months.€€Š Ō$  ŠĢNarrator:Š ¬ü  ŠBrooks€Stevens€has€been€designing€buy€appeal€for€over€50€years.€€He€began€his€career€back€in€theŠ ˜č  Šlate€1920's,€and€although€he€has€retired€from€active€designing,€the€company€he€created€stillŠ „Ō  Šcontinues€today€under€the€direction€of€his€son,€Kip.€€But€Stevens'€contribution€goes€well€beyondŠ pĄ Šthe€creation€of€his€industrial€design€company.€€Stevens€was€also€one€of€the€creators€of€the€field€ofŠ \¬ Šindustrial€design.€€Š H˜ ŠĢTom€David:Š  p ŠBecause€when€you€hit€it,€you€want€it€to€turn,€but€you€want€to€hold€its€position.€€Š  \ ŠĢNarrator:Š ä4 ŠThere€are€now€over€50€schools€of€industrial€design€in€the€United€States.€€Tom€David€is€the€headŠ Š  Šof€the€industrial€design€department€at€one€of€the€best,€MIND,€the€Milwaukee€Institute€of€Art€andŠ ¼  ŠDesign.€€Š Øų ŠĢDavid:Š €Š ŠBrooks€is€one€of€what€we€call€the€six€pioneers.€€He€really€kind€of€decided€what€industrialŠ l¼ Šdesigners€do.€€Everybody€remembers€him€for€the€Ō_ŌExcaliburŌ_Ō.€€That's€one€of€the€things€he€did€forŠ X Ø Šone,€one€thing€out€of€literally--€I'm€not€exaggerating,€easily€30,€40,€50,€60,000,€tens€of€thousands,Š D!” Šmaybe€100,000€different€things€that€I€have€looked€at.€€The€amount€and€volume€is€overwhelmingŠ 0"€  Šof€the€things€that€he's€done.€€Just,€it's€staggering.€€As€I€said,€we€went€through€70,000€or€80,000Š #l! Šphotographs€of€individual€things€out€of€his€office.€€Brooks€has€designed€literally€everything,Š $X" Šboats,€motors,€locomotives,€car€seating,€cars,€everything.€€Š ō$D # ŠĢNarrator:Š Ģ&"% ŠDavid€maintains€that€Stevens'€impact€on€industrial€design€was€equal€to€that€of€Frank€LloydŠ ø'#& ŠWright's€in€Architecture,€but€unlike€Wright,€Stevens€is€almost€unknown€out€of€his€field.€€DavidŠ ¤(ō#' Šbelieves€that€in€part€location€has€determined€reputation.€€Brooks€Stevens€chose€to€put€hisŠ )ą$( Šbusiness€Milwaukee,€far€from€the€fame€of€New€York.€€Š |*Ģ%) ŠĢDavid:Š T,¤'+ ŠHe€made€that€as€a€conscious€decision.€€He€really€kind€of€stayed€away€from€the€center€of€publicityŠ @-(, Šbecause€they€impinged€on€his€ability€to€be€prolific.€€Boy,€was€he€ever.€€Š ° ŠĢNarrator:Š ˆŲ ŠStevens'€genius€was€two-fold.€€Not€only€did€he€dream€up€an€incredible€number€of€new€productsŠ tÄ Šfor€industries,€he€also€dreamed€up€products€that€developed€new€industries.€€Š `° ŠĢDavid:Š 8 ˆ ŠThe€first€design€product€was€mass€produced€as€a€snowmobile,€Brooks€did€for€the€United€StatesŠ $ t Šgovernment€for€the€Russians€to€use€in€1942.€€Š  ` ŠĢNarrator:Š č 8  ŠIndustries€that€generated€millions€of€dollars,€industries€that€came€about€from€Stevens'€ability€toŠ Ō$  Šimagine€a€need.€€Š Ą  ŠĢStevens:Š ˜č  ŠWe€predicted€in€Detroit€in€1944€that€something€had€to€be€made€out€of€the€American€Toledo-builtŠ „Ō  Šjeep€vehicle.€€This€was€the€soldiers'€savior,€its€best€friend,€and€it€was€going€to€come€into€theŠ pĄ Špeacetime€and€have€to€mean€something.€€It€couldn't€just€be€forgotten€like€a€tank€or€a€gun.€€Š \¬ ŠĢNarrator:Š 4„ ŠFrom€Stevens'€prediction€came€the€very€popular€willy€jeep,€a€post-war€classic.€€Stevens€seemedŠ  p Što€specialize€in€visionary€vehicles.€€The€needs€of€the€client,€the€consumer€always€come€first.€€Š  \ ŠĢDavid:Š ä4 ŠWright€really€didn't€give€a€damn€about€you€being€comfortable€in€your€chair,€but€an€industrialŠ Š  Šdesigner€will€say,€no,€no,€let's€think€about€what€people€want,€what€people€need,€how€they're€goingŠ ¼  Što€use€what€they€want.€€Let's€make€that€furniture€fit€the€people.€€Heššs€really€interested€in€havingŠ Øų Špeople€like€their€products.€€You€know,€a€lawn€boy,€they're€green€because€Brooks€wanted€them€toŠ ”ä Šlook€in€the€garage€and€see€the€green,€the€beautiful€green,€and€want€to€mow€their€lawn.€€That'sŠ €Š Šhow€he€thinks.€€Š l¼ ŠĢNarrator:Š D!” ŠThat€is€how€he€thinks€and€how€he€sees€the€world.€€But€Brooks€Stevens€may€be€best€known€to€theŠ 0"€  Šworld€for€what€he€once€said.€€Back€in€the€1950's€a€speech€by€Stevens€contained€the€origin€of€theŠ #l! Šphrase,€š šplanned€obsolescence.šš€€It€created€a€furor.€€Š $X" ŠĢDavid:Š ą%0!$ ŠPeople€misquoted€him,€you€know,€about€the€planned--€he€called€it€š šplanned€productŠ Ģ&"% Šimprovement.šš€€Other€people€misquoted€him€and€said,€š šplanned€obsolescence.šš€€What€heŠ ø'#& Šintended,€I've€spoke€to€him,€we€know€that€we€are€going€to€manufacture€new€products€and€weŠ ¤(ō#' Šknow€we're€going€to€improve€on€them,€so€let's€plan€for€that.€€Š )ą$( ŠĢStevens:Š h+ø&* ŠReally,€planned€obsolescence€is€the€theory€behind€all€product€design.€€You€are€improving€theŠ T,¤'+ Šproduct€every€time€you€change€it.€€It€meant€the€desire€to€own€something€a€little€newer,€a€littleŠ @-(, Šbetter,€a€little€sooner€than€is€necessary.€€We€absolutely€captivate€them€with€this€good-lookingŠ ° Šthing€that€they€can't€wait€to€have,€and€they€just€scramble€until€they€get€one,€and€if€it€takes€aŠ œģ Šborrowing€from€the€bank€or€whatever€that€will€do€it,€this€is€what€keeps€industry€going.€€Š ˆŲ ŠĢNarrator:Š `° ŠTo€keep€interest€in€the€product,€to€keep€industry€going.€€Look€around€you.€€Stevens'€influence€isŠ L œ Ševerywhere,€in€every€part€of€our€daily€lives,€big€and€small.€€Š 8 ˆ ŠĢLoew:Š  ` ŠBrooks€Stevens€passed€away€in€1995,€but€his€company,€Brooks€Stevens€Design,€still€is€doingŠ ü L  Šindustrial€design€work€in€Milwaukee.€€That's€our€program€this€week.€€Thank€you€for€joining€us€onŠ č 8  Šthis,€the€last€show€of€our€summer€season.€€Next€week€a€new€season€of€"In€Wisconsin"€begins.€Š Ō$  ŠWe'll€bring€you€in-depth€coverage€of€the€candidates€and€issues€this€election€season,€as€well€asŠ Ą  Šfeatures€on€interesting€people€and€places€around€the€state.€€We€leave€you€with€scenery€fromŠ ¬ü  Šanother€state€treasure,€Ō_ŌAvocaŌ_Ō€Prairie€State€Natural€Area.€€For€"In€Wisconsin,"€I'm€Patty€Loew.€Š ˜č  ŠSee€you€next€time.