Main street community award reflects downtown investment - WXOW News 19 La Crosse, WI – News, Weather and Sports |

Main street community award reflects downtown investment

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LA CROSSE, Wis. (WXOW) - La Crosse was named Wisconsin's latest Main Street Community on Tuesday, symbolizing years of economic and structural investment to the downtown area.

The city is one of 36 active communities to carry the title. Lieutenant governor Rebecca Kleefisch and representatives from the Wisconsin Economic Development Corporation were on hand to officially unveil the award, a purple sign designating La Crosse as a main street community.

Kleefisch said afterward that La Crosse represents a perfect mix for economic growth because of year-round foot traffic and the right amount of monetary investment.

"I see a vibrant downtown year-round, which is really really good for a main street community, but it's also really really good for a small business-style economy, which is what La Crosse has," she said.  "But in addition to that, it has the larger investments around."

La Crosse has invested approximately $45 million into its downtown area over the last five years in areas like transportation and parking, art, and the Mississippi riverfront.

There is still room for more expansion, however. Stores sit empty on Main Street and two prime real estate locations just out of the reach of the current downtown area are being considered for development - Lot C near the courthouse and the River North complex.

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