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February 2020



Meet Your Partner: Crucible Madison

The interior of Crucible Madison during a show

Who: Greg Kveberg, Co-owner of Crucible Madison

Explain your role at Crucible in one sentence.

I'm one of two owners, and I handle the majority of booking for the club in addition to being pretty much the world's worst backup bartender.

Tell us about Crucible. What are the top three things your fellow partners should know?

We're one of the largest independent music and entertainment venues in the city. We book a wide variety of acts, leaning toward the stranger and more alternative end of the spectrum. We've taken over the space once occupied by International Trucking, which gives the club a uniquely industrial feel.

When you're not working, what does your ideal day in Madison look like?

I'll usually be with my wife and tinier human, enjoying restaurants, the Terrace or the Henry Vilas Zoo. Tigers are – my daughter tells me – very exciting. Given how much time I spend in the dark for the club, I tend to like trees, lakes and sunshine the rest of the time.

You just celebrated your first year in business. What's been the highlight over the past year and what are you looking forward to most in 2020?

We've had many great events this year. A personal highlight was the Boy Harsher concert this fall. The band had a perfect sound for the venue, and I was able to take a moment to stand in the rear of the hall and appreciate both the show and the crowd. That's how I'd always imagined the space might look, and it was a great feeling. With the first year behind us, we've found a groove and have some great shows coming up. A personal favorite is the She Past Away show that's on the books for September. They're a band I love, but didn't think we'd be able to land. I'm thrilled at the prospect of hosting them.

Why do you partner with Destination Madison?

We're proud to work with other Madison businesses to grow the local economy or enhance the local culture when possible, and Destination Madison is a great resource for networking and organization.

Anything else you'd like our readers to know?

We're available to throw extremely memorable corporate parties. We'll even take down the weirder art if people ask nicely.


New Partners

We’re excited to welcome the following new partners:



Inspired by a healthy, outdoor lifestyle, bartaco combines fresh, upscale street food with a coastal vibe in a relaxed environment.

The Chalet of the Golden Fleece Museum

Swiss Alps chalet-style home of Edwin Barlow, featuring an eclectic, worldly collection of beautifully handcrafted treasures. Open Saturdays and festival weekends from Memorial Day through October. Private tours available by appointment.


Part cooking school, part fine dining, part event center…and all an experience. We do what we do for the love of food and drink, and we invite you to join us!

Ellsworth Block

Ellsworth Block offers Capitol view meeting and event space in a historic and newly renovated setting on the Capitol Square.

Graft Madison

Our menu is inviting for groups, couples and solo diners. The seasonal, world-influenced food and wine selections make for an exciting dining experience each time you join us.

Grape Water Wine Bar

A cozy self-serve wine bar offering 15 rotating wines plus bourbon on tap in downtown Middleton. We also offer DIY cheese & charcuterie plates and wine-related gifts.


Specializing in commercial food service and bar equipment and supplies for over 90 years, featuring a test kitchen on site enabling customers to learn and test equipment before purchase.

Madison Chocolate Company

Madison Chocolate is an independent, woman-owned chocolate shop and café that serves decadent sweets, gluten free house bakery, caramels truffles and more.

McFee on Main

For the hip, classic woman of any age! Shop McFee on Main for fabulous clothing, home decor, special gifts and more. A one of a kind shopping experience, we look forward to welcoming you soon.

Sitka Salmon Shares

Sitka Salmon Shares is a Community Supported Fishery (CSF) providing seasonal shares of wild Alaskan seafood harvested by our fleet of small-boat fishermen and delivered direct to your doorstep.

Table Wine

Located in the vibrant Schenk-Atwood neighborhood, Table Wine provides a curated selection of wine, spirits, and beer for everyday occasions. It's a shop, a bar, and a gathering spot.

vomFASS - University Ave

Translating literally as "from the cask," vomFASS offers a truly novel experience for all who love to sample the finest and most flavorful products from around the globe.

Wisconsin ESL Institute

WESLI has taught English since 1981, providing general, business and academic preparation to international students and clients.



Major Milestones

Congratulations to these Destination Madison partners, celebrating anniversary milestones in Madison:

Madison Masonic Center (95)
Mullins Group (60)
Wisconsin Chamber Orchestra (60)
Fluno Center (20)
Clean Lakes Alliance (10)
Old Sugar Distillery (10)
Fairfield Inn & Suites by Marriot - Madison/Verona (5)
GrandStay Hotel & Suites Mount Horeb (5)
bartaco (1)
Delta Beer Lab (1)