LAKE GENEVA — A new sign has gone up over a familiar building in downtown Lake Geneva.

The longtime Fancy Fair Mall on the 800 block of Main Street is now officially The Market of Lake Geneva.

The new owners revealed the update Monday on their Facebook page after announcing the name change in March.

The longtime home of a variety of small retail shops changed hands in 2020 when Kirk Booher bought the mall from the Skibitzkis.

Demolition of the previous facade began in late June.

According to their post, the goal is for The Market to be a gathering of local merchants and artisans and to be a place to celebrate the community.

Our facade renovation and new name is the first step in realizing that vision for this great property.