If you stroll down to The Lot on a warm Friday or Saturday evening, you will find exactly what Ariana and Alan Johnson envisioned a few seasons ago: kids chasing bubbles, the smell of local food trucks in the air, and the steady, rhythmic heartbeat of live music echoing across a crowd of smiling neighbors.

But the bustling community hub locals enjoy today didn't exist just a few short years ago. In fact, it was born out of a literal blank space.

In the spring of 2024, a vacant piece of land was left behind in downtown Hayward where the old Brooks building once stood. Seeing an opportunity to create something meaningful, Alan and Ariana Johnson, along with their boys, stepped in to transform the empty lot.

Their goal was simple: build a fun, functional, comfortable, and inviting space designed to bring people together. They wanted to give locals and visitors a reason to get outside, enjoy a cold beverage, grab a bite to eat, and connect with their neighbors. Today, The Lot purposefully "piggybacks" on the world-class events that Hayward hosts throughout the year while filling the gaps in between, creating a richer, year-round aesthetic culture for the community.

For Ariana and Alan, managing the space is a true family affair. Ariana and the couple's children are enrolled members of the Lac Courte Oreilles (LCO) Tribe, deeply tying the venue to local roots, while Alan brings his unique perspective from growing up in the Twin Cities. Already active local entrepreneurs, as the duo also owns and operates AJ & Sons Construction, Sweetgrass & Sage, and Rugged Root, The Lot is guided by four core pillars: Community, Collaboration, Making People Feel Welcome, and Fun.

Building a premier outdoor venue in the Northwoods didn’t happen overnight. The Johnsons have leaned into a steady, intentional timeline of growth:

Running an outdoor venue means dealing with unpredictable Northwoods weather, which the Johnsons jokingly call their "biggest opp" (opportunity and opponent). After a steep learning curve with booking live music last year, they’ve adapted by creating a varied lineup of activities that keep people coming back, rain or shine.

In addition to their staple Friday and Saturday live music (6:00 PM – 9:00 PM), 2026 has introduced highly popular Open Mic Nights to showcase local performers. The weekly calendar has also expanded to include fast-paced Cribbage Tournaments every Friday at 5:00 PM (register by 4:30 PM), highly competitive Puzzle Tournaments, and Cornhole Tournaments.

The investment in a proper stage and consistent programming is paying off, drawing both regional powerhouses and rising local stars. For Musky Fest, The Lot brought in the Duluth-based Northwoods Bands for a massive Saturday night headline set, packing the venue alongside seven food trucks all weekend long.

But true to their community roots, they also make space for the next generation. Just yesterday, on July 9th, 13-year-old singer-songwriter Marlee Paine from nearby Stone Lake took the stage. Marlee, who has already shared a stage with Chris Kroeze and is slated to headline at Concert in the Corn, mesmerized the crowd, which serves as a perfect example of The Lot’s mission to give local talent a platform.

The Johnsons are quick to emphasize that The Lot belongs to everyone, and keeping it running requires a village. Because they want to ensure that all live music and events remain entirely free to the public, they rely on a mix of local business sponsorships and grassroots community support.

Generous area partners like Lake Kids, Nelson Lumber, and the Milwaukee Man Cave have stepped up to help alleviate the overhead expenses of hosting big crowds. This spirit of collaboration shines brightest during their community events; when school let out for the summer, The Lot teamed up with Lake Kids to throw a massive neighborhood party featuring a bouncy house, bubbles, and a classic Dilly Bar eating contest (courtesy of Hayward Dairy Queen).

To keep the momentum going, The Lot graciously accepts community donations at their events. Every dollar collected goes right back into the venue, directly funding the musical acts, purchasing prizes for the cribbage and cornhole tournaments, and buying supplies for kids' activities.

As Ariana and Alan look down the road, they want to maintain this steady pace of growth. They envision a future filled with even more consistent neighborhood visits, expanded monthly Food Truck Fests, which currently pack the place on Wednesdays with 4 to 5 trucks and live music, and vibrant vendor markets.

The Lot isn't just a business built on an empty piece of downtown land, it's Hayward's collective backyard. And everyone is welcome to pull up a lawn chair.

The Lot would like to thank the Milwaukee Man Cave, Nelson Lumber, Hayward Amusement Center, Lake Kids, Quality Cleaners, Wisconsin Movers, The Lumber Exchange and LCO Youth & Education Fund.

To learn more and follow The Lot on Facebook to view the schedule of events, and latest updates.