The abundance of whitefish in the Lake Michigan bay that frames this village gave it its name. The whitefish also helped feed the appetites of patrons of the resorts that once graced the community. Whitefish Bay quickly grew away from fishing and resorts to become the "Gold Coast" village north of Milwaukee. Nestled close enough to the city to allow an easy work commute, yet far enough away to provide an attractive community atmosphere, Whitefish Bay became a desirable location for families to put down roots. Stately homes went up alongside early farmhouses. Stores and other vibrant commercial enterprises quickly followed along with schools, churches, clubs, and organizations that continue to provide residents with a strong sense of community.