Briq’s Soft Serve at Riverlife Park in Wausau will not reopen in 2025. Here’s why.

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Briq’s Soft Serve at Riverlife Park in Wausau will not reopen in 2025. Here’s why.

WAUSAU – Briq’s Soft Serve has permanently closed its location at Riverlife Park, the city of Wausau announced in a Wednesday news release. The business has decided not to renew their lease, the city said.

The ice cream shop had already closed for its season Sept. 2 and has already moved out of the city-owned building, according to the release.

“We thank Briq’s Soft Serve for their contribution to the Riverlife Park experience,” Jamie Polley, parks director, said in the release. “As we move forward, we are excited to open the door for new vendors who can bring fresh ideas and flavors to our park.”

Briq’s opened in the concession stand at Riverlife Park, between Bridge Street bridge and Wausau on the Water Family Entertainment Center, in the summer of 2019. It operated seasonally.

Briq by Briq:

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Briq’s was founded in 1985 on Merrill Avenue on Wausau’s west side. It has expanded to include stands in Weston, Rib Mountain, Mosinee, Minocqua and Rhinelander.

The city will release a Request for Proposal for a future vendor in the location along the River Edge Parkway.

The best qualifying proposals will be those that “(enhance) the visitor experience at Riverlife Park,” according to the release. More information and guidelines on for the proposal will be found on the city’s website soon.

“We appreciate the community’s understanding during this transition and look forward to welcoming a new vendor that will continue to delight visitors at Riverlife Park,” Polley said.

Erik Pfantz covers local government and education in central Wisconsin for USA TODAY NETWORK – Wisconsin and values his background as a rural Wisconsinite. Contact him at *****@*****.tld.

This article originally appeared on Wausau Daily Herald:

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