Wind, Water, and Light


Store Name Wind, Water and Light
Bringing attention to U.S. artists in a friendly fashion

Business Type Misc. (Galleries, Florists, Pets)

NAICS Code 0

Location 10 E. Main Street, Champaign, IL 61820

Nearby Businesses Upscale restaurants, women’s clothing stores, resale shops

Owner/Manager Mary Tangora

Special Store Activities Street Festival Nights, Monthly Artist Gallery Openings

Year Opened N/A


Phone 217-378-8565


Community Profile Champaign is a college town of 68,000 people located south of Chicago, in east central Illinois. Along with its sister city, Urbana, Champaign is home to the University of Illinois, which has an enrollment of 42,728 students. The economy of this city depends heavily on the University and technology and software industries


Products Sold & Niche Developed

Wind, Water and Light features original pieces from 180 local and national artists in their gallery. The art at this gallery includes—but is not limited to—jewelry, glassware, fiber arts, ceramics, metalwork, woodwork, sculpture, paintings, and photography. Along with their unique collection of art, the friendly and personal demeanor of store employees make stopping at this gallery a special shopping experience. Wind, Water and Light has developed a niche in Champaign as a gallery that educates its customers about the art, its process and the artist.

Market Segments Served

Owing to the wide price range on pieces in their gallery, ranging from $1.25 to $5,000, Wind, Water and Light serves customers from a wide spectrum of income levels. Along with people who come to eat downtown at nearby restaurants and are drawn to the gallery by it’s colorful, lighted display, visitors to the University often come to Wind, Water and Light, looking for something to commemorate their Champaign visit. The gallery also serves employees of the University and local software firms.

Contributions to the Business Community

This business complements other existing market niches downtown, including women’s clothing, jewelry stores and music stores, among others. They stay open late regularly, providing customers an opportunity to browse the store until 8pm most nights, and even later some nights (Street Festival Nights). Finally, the store has become a catalyst for arts development in the community as it coordinates events like the Boneyard Art Walk and the local Arts Council membership.


Review by: Danny Bruce, UW Extension CCED