Just like its namesake, Central Bark is an urban oasis. But unlike the New York landmark, Central Bark is all about doggy day care. It's a franchise with roots in Florida and Milwaukee, and it's thrived through a unique group of mostly women business owners.

One of the principal owners of the company, Jackie Jordan, saw an opportunity in Milwaukee and seized it by the leash.

"I guess it was mainly my love of dogs," says Jordan. "I had a dog at the time I started and I wanted to spend more time with her."

She began Doggy Day Care, Inc. in Milwaukee, but joined forces with Central Bark Dog Day Care and Training Center, Inc. out of Ft. Lauderdale, Fla. The end product was Barkley Ventures, Inc -- otherwise knowns as Central Bark Doggy Day Care.

Nine years later, the doggy day care business is booming, and Central Bark is at the head of the pack.

Currently, Central Bark has seven locations, six of which are in the Milwaukee area (the seventh is in Ft. Lauderdale). But the franchise is planning two new locations in Chicago, as well as in Franklin, Mequon and Milwaukee's south side.

The franchisees seem to share a few traits, aside from the obvious love of dogs. Most were working at other Central Bark locations prior to opening their own, and the majority of the franchise owners are women.

"We've got three males, and the rest are females," says Jordan. "I think it kind of goes back to the care-giving. "

Sarah Milewski, one of the Menomonee Valley Central Bark owners, had been working at the Walker's Point location for three years. She and another employee, Sue Steinbach, got together to open up their own franchise.

"We both worked for Central Bark for a couple years together, loved it, and wanted to be part of the company. The next step was to open our own," says Milewski.

Kerry Krienitz, owner of the Wauwatosa Central Bark, also worked at Central Bark and felt like she needed to open up her own.

"I just had always dreamed of a career with dogs," says Krienitz. "I'm young and didn't want to be one of those people who didn't try it when they could. So I did it and haven't looked back since."

Jordan, Milewski and Krienitz all agree that service is one of the key reasons why Central Bark is successful, but they also believe there are other reasons why the company is still growing.

"I think there is much more of a need for doggy day care than people originally thought," Milewski says. "They thought it was a 'froo-froo' thing at first. Then people realized the need for doggy day care -- so the dogs can get socialized and exercised while you're at work."

Many of Central Bark's customers consider their dogs to be four-legged children, says Jordan. But sending your pooch to day care isn't cheap: it costs $20 a day for day care, but they offer punch cards for discounts, as well as a reduced rate for multiple dogs.

"Some people think a dog is a dog, and some people think this dog is a part of my family," says Jordan. "Some people think it's OK to just throw leftovers to their dog outside. That person is not our customer. The one who is says, 'I want to give dogs the best care and nutrition.' That's who will utilize our services."

All the Central Bark owners are open to questions from potential customers.

"We always tell people to come take a tour and don't hesitate come ask questions," says Milewski. "See the place, see what the play groups are like. It's a really good way to check out a day care before you bring your dog here."

"The passion for what we do really shows through what we offer," says Jordan. "The customers see that managers or franchisees are in it because they love what they're doing and it shows."

Their Web site is centralbarkusa.com.