The late Bill Gautsche of Hayward worked as a representative of fishing-equipment manufacturers for most of his life and, for decades from the mid- to late-1900s, was an exhibitor at the Milwaukee Journal Sentinel Sports Show.
And though Gautsche spent most of his time in the fishing realm − his professional accomplishments earned him induction in the Fresh Water Fishing Hall of Fame − he was fond of telling the story of another sport from the early years of the show.
“The one thing nobody would ever forget was that archer shooting a flaming arrow across the (Milwaukee) Arena,” Gautsche told me in 2009.
The public-safety ordinances were different in 1940s and ’50s. Another example: a cannon was fired on Wisconsin Avenue to herald the opening of the show for a few years when it was held downtown.
The show has since moved locations a couple of times and is now held at the Wisconsin Exposition Center at State Fair Park in West Allis.
When the doors open Friday for the 2025 Milwaukee Journal Sentinel Sports Show, some of those old traditions have been relegated to the pages of history but many other things have continued across the decades.
Gautsche once described the Sports Show as “an a la carte menu at a full-service restaurant.”
And just as it has since 1940, the 84th edition of the show will offer a broad range of features, including exhibitors of fishing and hunting equipment, resorts and other travel destinations, boats and motors, presentations by experts in fishing, hunting and cooking, entertainment and, yes, archery, too.
In fact, the assortment of archery opportunities is among the biggest ever offered at the show. The staff of West Town Archery will have a kids range for beginners to try the sport as well as a competition range with 15 lanes featuring bulls-eye targets and 2-D animal targets.
The West Town Archery Tournament Series will take place each day at the show, including events for teams and individuals with youth and adult classes in bowhunter and target divisions.
West Town Archery has been exhibiting at the show for at least 50 years, said brothers Fred and Rob Schauffhauser, co-owners of the business.
The archery events are expected to draw more than 200 participants from around southern Wisconsin and northern Illinois.
The Sports Show also will include three main stages – the Mercury Marine Hawg Trough, Lumberjack Stage and Usinger’s Cooking Stage – and dozens of booths and displays.
The Hawg Trough will host presentations from a range of outdoors experts, including top Wisconsin anglers Steve Heiting, Pete Maina and Dale Stroschein and Michigan’s Mark Zona.
In a special promotion, show attendees can enter a drawing for a fishing adventure with Zona, a pro bass angler and host of “Zona’s Awesome Fishing Show” on the Outdoor Channel. The prize package includes round-trip airfare for two, a three-night hotel stay, a full day of fishing, new rod-and-reel combos and lures, out-of-state fishing licenses and all meals and ground transportation. The total prize value is $8,232.
The winner will be selected at random after the show ends and notified by phone in the following days.
Two world-class anglers will also be honored at the Sports Show when Daryl Christensen of Montello and Mike Norris of Illinois are inducted in the Fresh Water Fishing Hall of Fame. The ceremony is scheduled for noon Saturday.
Families with kids interested in learning how to fish should take note of seminars offered by Greg Karch of Learn 2 Fish With Us. At 11 a.m. Saturday, Karch will present “Fishing Basics” and, at 11 a.m. Sunday, he’ll offer “Beyond the Basics.” The first 75 attendees at each clinic will receive free fishing equipment.
Show attendees also are invited to bring a deer rack or mount for the Wisconsin Buck & Bear Club Trophy Deer Contest. All entries will be displayed for the public. Guests who enter with a deer head to enter in the contest or buy a Wisconsin Buck & Bear Club season pass receive free admission.
Show sponsors include Mercury Marine, Usinger’s, Wisconsin Department of Natural Resources and Busch.
The Milwaukee Journal Sentinel Sports Show runs Friday through Sunday at the Wisconsin Exhibition Hall at State Fair Park in West Allis.
General admission tickets (ages 15 and up) are $12, youth (ages 6 to 14) are $6 and children age 5 and under are free.
Admission is free throughout the show to all U.S. military personnel and veterans.
Admission for Boy Scouts and Girl Scouts in uniform is free on Sunday. Seniors (age 55 and over) are $8 at the door on Friday. Valid ID or credentials required.
Show hours are noon to 7 p.m. Friday, 10 a.m. to 7 p.m. Saturday and 10 a.m. to 5 p.m. Sunday.
To buy tickets in advance or for additional information, visit the show’s website at jssportsshow.com.
