In Milwaukee's immediate western suburb Wauwatosa, WIS 100's north–south segment was once known as Lovers Lane; parts of the road still have this designation.

The roadway served the Muirdale Tuberculosis Sanatorium and County Airfield and Limestone Quarry at what is now Currie Park.

In the late 1950s, due to the combination of ready roadway and rail access, the area experienced an employment boom as several large cold storage warehouses and food-related truck terminals were constructed nearby.

West Allis and Milwaukee eventually cooperated to attempt to outlaw cruising on the road as a violation of unlawful assembly statutes, which result in the fining of drivers and impoundment of their vehicles.

[2] Signs are posted along the road to remind motorists of the law, including in West Allis, where the threshold is the passing of a controlled point more than three times in a certain period.