Organized and Co-Founded by Jim DAlessandro and Nick Caselli in 2003, the Williams Bay Business Association (WBBA) was formed by local business owners to strengthen the community’s economy by working together: building partnerships, promoting local businesses, and encouraging visitation.

WBBA’s/Discover Williams Bay's mission is to attract visitor dollars into the Williams Bay area through promotions and events that increase tourism, visitors, and overnight stays, while highlighting the businesses that make Williams Bay unique.