Village board rejects Thirsty Perch liquor license again

IOLA – The Iola Village Board has once again denied a liquor license for the Thirsty Perch, following a contentious meeting last week where the business’s owners accused the village of bias and a lack of transparency.

The Water Street bar and grill has operated as a restaurant for the past year after losing its Class B liquor license last June. The board previously voted unanimously not to renew the license due to misdemeanor criminal offenses involving co-owner Steve Steeber, who is a double amputee.

During the 2025 dispute, the village offered a compromise to temporarily approve the license if co-owner Sherri Miller removed Steeber from the limited liability company (LLC). Miller refused the offer, stating she would not take away Steeber’s business after he had lost his legs.

During the public presentation segment of the meeting last week, co-owner Sheri Miller argued the village is misapplying state law regarding LLCs. Miller stated that only the LLC’s agent is required to meet arrest and conviction qualifications, not non-agent members like Steeber.

“Removing him as a member of my LLC is not only improper, it’s discriminatory,” Miller told the board. “Steve is a double amputee disabled person, and your actions have denied him the only employment he has because of a personal bias. This is unacceptable from any government body.”

Steeber also attended the meeting but yielded his speaking time to Miller, stating he could not stand at the podium.

During her second time at the podium, Miller accused the village clerk of operating Facebook accounts to attack the business. Village President Jennifer Schustek interrupted Miller and warned her she would be removed from the meeting if she continued.

Several community members spoke at the meeting in defense of Thirsty Perch. Resident Gail Kenny said the initial denial of the license changed the community’s attitude “overnight,” resulting in lost jobs, lost opportunities and a poorer local economy.

“It has affected far more than the Perch,” Kenny said, noting that local organizations have had to leave town to host catered meals and that the village lost a venue for live music.

Resident Michael Kenny added that a reinstated license would mean a growing business and “maybe a happier town.”

Bob Moe, an Iola resident of 37 years, stated the ongoing situation has “turned more personal.”

“This is their livelihood,” he said. “This is what Steve and Sherri do. Not only is it their livelihood, but a lot of other people’s in this community as well.”

A Waupaca County Circuit Court judge upheld the village’s initial nonrenewal decision last August, stating municipalities may refuse to renew a liquor license for cause. The Thirsty Perch owners are currently appealing that ruling.

Leading up to the recent meeting, the business had submitted a new application and urged residents on social media to push the village for a “reset.”

The board voted 6-1 last week to deny the new license, with only Trustee Mike Richberg voting in opposition of the denial.

Following the meeting, Miller released a statement saying the denial left her feeling “defeated, disrespected, and honestly heartbroken.”

“I’m tired of fighting a village that should be supporting small businesses, not tearing them down,” she wrote in part. “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.”

The village also issued a statement on the situation last week, noting that to protect legal interests it must refrain from commenting on active litigation.

“Please be assured that our leadership remains entirely focused on serving the best interests of the village,” the statement said. “We will provide formal updates through official channels as soon as it is legally appropriate to do so.”