Gustav William ‘Sandy’ Wirth Jr.

Sept. 28, 1937 - Dec. 1, 2024

Gustav “Sandy” William Wirth Jr. died on Dec. 1, 2024, possibly with a reluctant sigh, as there was always another deal to be made in his mind. While we’re told he’s in a better place, we’re fairly certain he would have argued that no place could be better than Cedarburg — particularly not “the big piano bar in the sky.”

A man who could never sit still, Sandy was often seen “driving through town” or across the county, always returning with a bag of bakery goods, a kringle, cookies, candy or some sale item from the hardware store that we already had at least three of.

“You don’t get what you pay for, you don’t get what you deserve, you get what you negotiate.” We don’t know who his final negotiations were with, but we can guess the outcome — it was probably Gus coming out on top. What we do know is that we’ve lost a father, grandfather, husband, uncle, brother-in-law, cousin and friend — quite simply, a man born of a different era, a man who upheld 1950s values but whose business goals somehow always veered toward cutting-edge technology, likely influenced by his childhood hobby of amateur (or “ham”) radio. This fiercely traditional, small-town guy was also an early adopter of the most futuristic gadgets. He was in the front row of every technological breakthrough, even though he didn’t quite translate that foresight into the stock market — he was too busy living “on Main Street” for that. We lost a true innovator, a character who could hold the stage by himself, often by simply being himself.

Born on Sept. 28, 1937, on Center Street in Cedarburg as the third of three boys, Sandy’s after-school life was spent working at Wirth’s General Store, founded by his family in 1865. Here he fixed tractors, welded manure spreaders and likely made up his mind that he was destined for something bigger than that. It was either the manure or his father’s challenge, “You’ll never do better than this,” that inspired him to put himself through college at Carroll University. There he worked as a deputy sheriff and embarked on studies in physics, business and a general love for mischief (including cows in belfries, doorless cars and dormitory switchboard mayhem).

Sandy’s mind was in a perpetual state of idea generation, leading to many business ventures. He founded Echo Communications, which became a pioneering force in the CB radio mail-order industry. From there, he went on to dabble in satellite television, cellular communications and numerous other endeavors.

Perfect attendance was a goal he set for himself, and in his 32 years of public service on the Ozaukee County Board, he never missed a meeting. His unwavering commitment extended beyond the board, as he contributed to various committees, always showing up to fulfill his responsibilities, much to the dismay of the surgeon who removed his gall bladder 17 hours prior to a meeting.

He served as the president of the Wisconsin Counties Association and on the Southeastern Wisconsin Regional Planning Commission (SEWRPC). And for many years, he was the big guy in a suit (he was always in a suit) who helped light the town Christmas tree.

Sandy had a deep affection for gadgets — particularly HVAC systems and first generation home automation, complex ones — and had a long-standing love affair with the Consumer Price Index. He was known for whistling Christmas tunes in December (and April and July, for that matter) and often said he was “finer than frog’s hair stretched over a rain barrel.” If you needed a one-liner or a laugh, you went to Sandy. If you needed a sympathetic ear, well, that was a bit of a different story. “Sympathy is between ---- and -------- in the dictionary.” Ask anyone who knew him to fill in the blanks.

Sandy is survived by his wife Doreen of 57 years, daughters Melinda and Heidi (Shane) and his cousin Joy Conrad Wirth. His granddaughters Gladys and Winifred (aka Wincie) will miss their “Guppy.” Uncle Sandy (aka Unk) will also be missed by Mary Jo, Betsy, John and Kristin Wirth and their partners and children, especially Michael Wirth, who spent much time with Uncle Sandy learning the real estate ropes. Uncle Sandy will also not be accepting any more bets from his brother-in-law Tom, sisters-in-law Barb and Cindy or nieces and nephews Todd, Tim, Gretchen and Konrad, who doubted his boating skills — he once successfully maneuvered a 30-foot pontoon boat through a channel so tight it could barely fit a canoe, much to the dismay of the family members who lost a crisp $100. Sandy could dock a boat, back up a trailer, drive a Model T, thread a sewing machine and snake a toilet. And let’s not forget his love for bratwursts and chateaubriand. The man had range.

Sandy’s extended family, business associates, board members and close friends will also miss him dearly. Coach Bob and Eric were by his side daily, and, of course, the good people of Cedarburg, a town Sandy tirelessly promoted at every opportunity.

He was preceded in death by his brothers Clyde and Glenn, his parents Hazel and Gus  and a long line of Wirth ancestors who will forever be memorialized.

In lieu of flowers or donations, we ask you to support Cedarburg by preserving its historical charm while embracing the technologies of tomorrow and supporting smart and strategic development that will bring Cedarburg into tomorrow. Shop local and support the independently-owned businesses in honor of a man who believed in “working for yourself.” Better yet, share your favorite Sandy story the next time you’re at Jim’s Grille in Echo Plaza, where his 23-year-old self saw an opportunity, took a risk and began his real estate journey.

And to end with one of his own famous phrases, which made headlines in the 1980s when advocating for home satellite use: “When the skies go dark, the stars come out.” May he continue to shine brightly along the streets of Cedarburg, lighting the way forward as a symbol of dedication and commitment to one’s community.

Sandy had a prismatic personality. We hope you’ll share his kaleidoscopic spirit and carry on his legacy.

Visitation was held at Mueller Funeral Home, Cedarburg, on Tuesday, Dec. 10, 2024, from 3 to 6 p.m.

Online condolences may be sent to the family by visiting www.muellerfuneralhome.com.