La Crosse Joins Wisconsin Main Street Program

La Crosse is the latest community to join the Wisconsin Main Street Program, which helps municipalities develop their downtown districts.

In recent years, La Crosse’s once-empty downtown storefronts have slowly been filling up and major development projects are in the works. Downtown revitalization has been a priority for many city officials and business leaders.

Recognizing the city’s commitment, the Wisconsin Economic Development Corporation (WEDC) named La Crosse a Wisconsin Main Street community. It’s the only city to be selected this year for the program.

With the designation, WEDC staff will consult city leaders on how to continue improving the downtown area and work with business owners on marketing and building façade assistance.

Robin Moses is the executive director of La Crosse’s Downtown Main Street, Inc. She said the state’s design assistance can be paired with the organization’s and city’s grants for improving storefronts.

“The overall beautification of downtown is something we can always work on,” said Moses. “More cleanliness practices, other issues downtown we can improve upon, we’re looking forward to some of those opportunities.”

WEDC Community Development Director Jason Scott said dedication to historic preservation is an important component to the Wisconsin Main Street Program and can lead to economic development.

“To the extent you can concentrate on a district that is vibrant as opposed to promoting additional developments on the outskirts of town, it really makes your community healthy as a whole,” said Scott. “I think that’s a direction that many communities recognize nowadays.”

The Wisconsin Main Street Communities program began in 1987; there are 35 other cities involved in the program.