One summer when I was growing up in Wisconsin, my parents took my sisters and me to Door County, the peninsula that juts out into Lake Michigan, just north of Green Bay. It’s a popular vacation spot, sort of like Cape Cod for Midwesterners. In Door County there is a town called Sister Bay, which is the home of Al Johnson’s Swedish Restaurant and Butik, a restaurant known for more than just its Swedish meatballs. Al Johnson’s has a grass roof where live goats graze all day long. Take a look:

The goat-studded roof is such a key part of the Al Johnson’s experience that the owners have trademarked the scenario. Also, in addition to the domain name AlJohnsons.com, the restaurant also owns GoatsOnTheRoof.com, which points to the restaurant home page.
According to the Milwaukee Journal Sentinel, Al Johnson’s has sued other businesses for copying their shtick, including the Tiger Mountain Market in Rabun County, Georgia. The Tiger Mountain Market puts goats on its roof as well, and owns the domain name Goats-On-The-Roof.com. Al Johnson’s sued under the Lanham Act, federal legislation that protects trademarks in the United States.
The owner of Tiger Mountain Market, Danny Benson, ended up paying Al Johnsnon’s a fee for the right to use goats on its roof as a marketing tool. But in terms of online marketing, Benson may have won out slightly: when searching for the term “goats on the roof,” Tiger Mountain Market outranks Al Johnson’s on the results page in Google and Bing.
I’m up in Eagle River, Wisconsin on vacation with my sons this week. We visited last year around this time, and I blogged about that trip as well.

My birthday was on Saturday, and in addition to my two boys Charlie and Oliver, my sister, my parents and my grandmother were all here to celebrate with me. We spent all day out on the lakes, fishing, swimming and boating. For my birthday dinner, I chose bratwurst – which you can see pictured here – and my mom made her homemade coleslaw.
As the brats sizzled away on the grill, I got curious about who owns bratwurst.com. Turns out it’s Johnsonville Sausage, which got its start here in Wisconsin. Bratwurst.com is obviously a great name for the company to own, so way to go, Johnsonville. Now, if only they would build a separate site – even a very basic one – at bratwurst.com, they should get it to rank separately in organic search results. Their competitor, The Sheboygan Bratwurst Company, did and they fairly easily grabbed a spot on page 1 with bratwurst.net. Johnsonville.com ranks on the first page of a search for “bratwurst,” but if the company could also get bratwurst.com to rank, they could potentially push another site off page 1 and collect even more traffic.
The clever marketer behind the Charlie Murphy ads should leverage its digital assets better and dominate online just like it does in the grocery store.
My boys and my mom, walking through the woods.I’ve spent the past week on vacation with my two sons up in Eagle River, Wisconsin. This spot holds a lot of history for me: I’ve come up to Eagle River every year of my life to visit the house that has been in my family for 50 years.
Eagle River is an incredible place with a rich history behind it. The area was carved out by the prehistoric glaciers that moved across the northern parts of the country during the last ice age. Loggers and fur traders were the first to settle Eagle River back in the 19th century, and later in the 1920s, gangsters from Chicago used the town as a hideout during Prohibition. Nowadays, Eagle River has become an ideal getaway spot for naturists. It boasts over a million acres of federal and state forests and is home to the world’s largest chain of freshwater lakes, 28 total, making for excellent fishing. And for those brave enough to face the Wisconsin cold, Eagle River is just as much fun in the winter. It is renowned as the snowmobile capital of the world, hosting the World Champion Snow Mobile Derby every year.
I brought my boys up here to visit family and to go fishing. This was my four-year-old son, Charlie’s, fifth visit, and he caught 22 fish within his first hour! And not just minnows – he caught a mix of perch, bass, crappie, blue gill and sunfish. My two-year-old, Oliver, caught his first fish on this trip. Unfortunately, I had less luck trying to catch muskies. They’re widely known as “the fish of 10,000 casts,” and I didn’t manage to snag one this trip. But I couldn’t be prouder of my two sons.
It’s been great to take a bit of a break and come back to my home state. Still, it will be fun to get back to Washington—FairWinds will be moving from its office in Dupont Circle to a bigger space in Georgetown. New space, new look.