Wisconsin Main Street success stories recognized at 35th awards ceremony

WEDC salutes impactful projects, local achievements at event in downtown Wausau

MADISON, WI. March 19, 2026 - The Wisconsin Economic Development Corporation (WEDC) recognized the best downtown revitalization projects of 2025 at the 35th Wisconsin Main Street Awards ceremony held at the Grand Theater in Wausau.

The awards honor successful projects and initiatives executed by Main Street and Connect Communities programs around the state. Winning projects included business and community development initiatives, building renovations, community celebrations, and revitalization success stories from across Wisconsin.

"Showcasing the variety of success stories from communities large and small is always inspirational," said John W. Miller, secretary and CEO of WEDC, the state's leading economic development organization. "The Main Street Awards ceremony celebrates the hard work, vision and dedication of those who are working tirelessly behind the scenes each day to preserve and promote their downtowns."

Wisconsin Main Street is a community development program administered by WEDC that targets Wisconsin's historic commercial districts. WEDC provides technical support and training to the 37 Main Street communities to help them revitalize their business districts based on guidelines developed by Main Street America.

Since the program's inception in 1987, Wisconsin Main Street community efforts have resulted in the creation of over 3,600 new businesses and more than 17,500 net new jobs, and over $3 billion in public and private investment has occurred in these districts. During fiscal year 2025 alone, Wisconsin Main Street communities added 135 net new businesses and 247 net new jobs. None of this activity would be possible without the nearly 16,000 annual volunteer hours dedicated to the Main Street effort by passionate individuals from each community.

Also represented at today's event were members of WEDC's Connect Communities Program, a companion program to Wisconsin Main Street created in 2013 to provide access to resources and training to help communities pursue revitalization and redevelopment efforts. Over the program's tenure, 166 participating communities have added more than 1,100 net new businesses and attracted nearly $6 billion in public and private investment.

The 2026 competitive award winners include:

Best Total Building Transformation

Violet Inn, Lounge & Spa, Two Rivers
Not long ago, this property faced an uncertain future - widely believed to be headed toward demolition. In 2023, two sisters saw possibility where others saw decline and purchased the building with a bold vision. What followed was a complete renovation, taking much of the building down to the studs while preserving 1920s character-defining elements. Original stonework, pine ceilings and beams, soaring 12-foot ceilings, and maple and terrazzo floors were carefully restored as modern systems, ADA accessibility, fire protection, and sustainable features were thoughtfully integrated. Support from the Two Rivers Main Street Façade Grant and City revolving loan funds helped bring the vision to life. Today, the building thrives as a six-room boutique inn with a spa and public speakeasy lounge - an extraordinary revival that honors the past while creating a vibrant new destination.

Best New Construction

Main Street Apartments, Viroqua
When Vernon County announced the closure of its garage facilities, the community used the opportunity to identify critical needs: more downtown housing, expanded childcare, and additional storefront space to strengthen Main Street. The development team listened carefully and built with those priorities in mind. Throughout the process, they actively engaged neighbors, partnered with local leaders, and remained committed to a people-first approach. Today, the completed project brings upper-floor residents, two new storefronts, and the Bumble & Bloom Early Learning Center downtown. The result is steady foot traffic, support for working families, and a strong, more connected Main Street for years to come.

Best Interior Renovation, Large-Scale

Summer of '85, Milwaukee (King Drive)
Through creative vision and thoughtful design, this large former retail space was completely reimagined into a vibrant, two-level 80s-themed bar and dining destination. The renovation included relocating the main bar, upgrading plumbing and electrical systems, refreshing the outdoor courtyard, and adding a garage door window for indoor-outdoor energy. With neon lights, graffiti murals, a DJ stage, and nostalgic details throughout, the result is a high quality, immersive space that brings new life - and totally rad vibes - to the neighborhood.

Best Interior Renovation, Small-Scale

Rae's Barbershop, Tomahawk
In the 1950s, this storefront housed Dr. Harvey Hougen's optometry office. After his retirement, it became a forgotten storage room, filled with odds and ends and featuring dated finishes. When the Walker family purchased Standard Mercantile, they saw an opportunity. By removing old ceiling tiles and walls and reopening the transom windows, they restored natural light and historic character while reimagining the layout for a new chapter. Today, the revitalized interior is home to Rae's Barbershop - now expanded, ADA accessible, and staffed with an additional barber. The once-neglected room has become a bright, welcoming space that blends nostalgia with new life, serving the community once again.

Best Façade Rehab - Large-Scale

1311-19 State Stret, Beloit
What began as a historic building hidden behind a dated 1960's facade quickly became something far more meaningful. The team uncovered long-concealed architectural details, including the original vestibule - revealing the craftsmanship and character that had been buried for decades. With $240,000 in Upper Floor Housing Grant funds from the City of Beloit, the project not only improved the curb appeal of the entire block, but created attractive modern residential units in the heart of downtown.

Best Façade Rehab, Small-Scale

Call it New/Call it Antique, Stevens Point
For years, this highly visible two-story brick building was hidden behind a tired façade. Recognizing its key location, owner Rand Erbach began a comprehensive façade rehabilitation. With guidance from Wisconsin Economic Development Corporation, and the support of a skilled builder, the project included extensive preparation, tuckpointing, and repainting. The transformation restored the building to a warm, natural brick tone that better reflects its history and craftsmanship. Completed in October 2025, the renewed façade now stands as a vibrant anchor overlooking the Downtown Square. Home to more than 67 local vendors, the building's refreshed exterior enhances visibility, strengthens the streetscape, and demonstrates the lasting impact of thoughtful private investment in the heart of the district.

Best Business Support Initiative

Main Street Makeover, Fond du Lac
In late 2024, the Downtown Fond du Lac Partnership (DFP) began preparing for the reconstruction of their Main Street with a proactive, positive approach. Branded "Main Street Makeover," the campaign focused on optimism, long-term positive impact, and keeping the downtown vibrant during construction. The DFP allocated $17,000 to support businesses, investing in digital ads, dedicated project webpages, intersection signage, yard signs, and complimentary sandwich boards. Social media videos spotlighted local owners, and "Downtown Detour" cards encouraged summer-long shopping and savings. Ultimately the project was completed with limited impact on business traffic or event attendance.

Business of the Year

JoAnne's Dress Shop, Monroe
In 1980, JoAnne Leuenberger began managing a small bridal shop with no formal background - just determination and a dream. By 1988, she purchased the business and transformed it into a ready-to-wear clothing store. Through two expansions and a 2014 move to a 3,000-square-foot space, the store flourished, growing into a close-knit team known for personalized service. In 2025, JoAnne passed the torch to Lisa Buol, who comes from a family rooted in local retail. Inspired by her grandfather's and brother's businesses, Lisa long dreamed of owning a shop on Monroe's historic square. Today, she proudly continues JoAnne's legacy for years to come.

Best Business Marketing Campaign

Andy's Pontoon Saloon, Eagle River
What started as a simple Saturday morning two-mile group run - no registration, no barriers, just a free t-shirt - quickly became a phenomenon. Andy hoped for 250 participants; instead, more than 1,500 runners and walkers joined throughout the season, with weekly crowds averaging 110 and peaking at 330. The t-shirt investment paid off as participants stayed for drinks, food, and merchandise, packing the Saloon and spilling into other downtown businesses. Run Club energized Eagle River during a typically quiet hour, building momentum that's already carrying into next season. This is the second year in a row that Andy's Pontoon Saloon has been recognized by the Main Street Awards; last year, it was named Best New Business.

Best Program Marketing Campaign

Touchdown Downtown, Green Bay (On Broadway)
This four-day placemaking initiative activated downtown during the NFL Draft, celebrating the region's culture, small businesses, and deep Packers heritage. Led by On Broadway, Downtown Green Bay and the city of Green Bay, the campaign featured immersive events like the LIVING Packers Heritage Trail, Field Fest, live music, and a special Farmers Market. With a marketing budget under $30,000, the effort generated 10 media stories - including national coverage - driving foot traffic, strengthening the local economy, and showcasing Green Bay on a national stage during the 2025 NFL draft.

Best Placemaking Project, Large-Scale

Pocket Park, Monroe
This once-vacant downtown lot has been transformed into a vibrant green gathering space featuring gardens, shaded seating, bike racks, a digital kiosk, and welcoming areas to relax and connect. A highlight of the project is the addition of four-season, fully ADA- accessible public restrooms - meeting a need first identified on the Square more than a century ago. Funded through community support and a WEDC Vibrant Spaces grant, the park strengthens downtown vitality, supports local events, and stands as a lasting investment in Monroe's future.

Best Placemaking Project - Small-Scale

Urban Forest Walkway, De Pere
This streetscape and public art initiative transformed an underutilized area along the rear of the 200 block of Main Avenue into a vibrant, nature-inspired destination. Led by Definitely De Pere in partnership with the city, the project brought local artists together with stakeholders to reimagine the space. Featuring large-scale planters, trees, perennials, and site-specific artwork, the walkway enhances beauty, walkability, and community pride - turning a once-overlooked passage into a welcome place for gathering and discovery.

Best Retail Event

Galentine's Day, Fond du Lac
Held each January, this free, day-long event brings together 25 businesses for special sales, pop-ups, giveaways, and high-energy fun during a typically slower retail season. In addition, 250 VIP tickets allow participants to visit 18 featured locations for exclusive gifts and experiences - guaranteeing meaningful foot traffic and customer engagement. With promotional toolkits, social media content, and professional videos supporting businesses, Galentine's Day drives sales, strengthens relationships, and fills downtown with connection and celebration.

Best Special Event

Wausau Night Market, Wausau
Held on the third Thursday each month during the summer, this event transforms downtown Wausau into a vibrant evening destination featuring local makers, food trucks, live music, and small businesses. In 2025, attendance more than doubled to more than 2,000 guests per event, featuring 65 vendors, expanded food options, and a full live music stage.

Connect Communities Revitalization Success Story, Small Community

Staple & Fancy, Mineral Point
With the construction of a new medical clinic on the edge of town, downtown Mineral Point lost not only this anchor but also several complimentary businesses. There was significant concern that the nearly full block of space would remain vacant. However, local investors stepped forward to redevelop the properties into a first-floor local grocery store and renovated upper floor apartments. Not only did the project replace the lost downtown foot traffic, but it also restored a grocery store to the community after a four-year absence. Overall, the project has been impactful on many levels in a small community.

Connect Communities Revitalization Award, Large Community

Waupun
After a year-long, nearly $1 million renovation, a long-vacant former law office was transformed into a vibrant, family-owned brewpub and craft cocktail destination in downtown Waupun. The 1930 building's historic exterior was restored, and the interior reimagined as a welcoming gathering space. Since opening in January 2025, Hoya Hop House has boosted downtown foot traffic, created jobs, supported local suppliers, and attracted regional visitors - proving how historic rehabilitation and hometown entrepreneurship can spark lasting economic and community impact.

2025 Wisconsin Main Street Hall of Fame Inductees

Jim Holperin, Eagle River
For decades, Jim has been a steadfast champion of the Eagle River Main Street Program and the vitality of downtown. A retired state legislator, dedicated Rotarian, and longtime downtown business and property owner, Jim has consistently invested his time, talent, and leadership where it matters most. He served for many years on the Main Street Board and played key roles of the Economic Vitality Committee, BID Committee, Community Square Committee, and Friends of the Square. Whether shaping strategy or rolling up his sleeves, Jim has always led by example. When fundraising needs arise, he is the first to step forward - leveraging his experience, relationships, and skilled negotiation to secure critical support and financial backing. Jim's dedication has strengthened Eagle River's downtown economy and community spirit, leaving a lasting legacy worthy of Hall of Fame recognition.

Barb LaMue, Green Bay (On Broadway)
Barb is a visionary leader whose impact has shaped communities across Wisconsin. For six years as President and CEO of New North, Inc., she united 18 counties around bold regional strategies for business growth and talent development. Her leadership extended beyond traditional economic development, championing placemaking, cultural vitality, and the belief that thriving communities are built when people feel connected and heard. She has also served as board president of On Broadway, Inc., and continues to mentor and advocate through numerous board roles. Over a career of more than 20 years in community development, Barb's influence reaches far beyond any single position - leaving a lasting legacy on Main Street programs, the region, and the entire state.

Wisconsin Main Street of the Year

Downtown Racine Corporation
In 2025, Downtown Racine demonstrated what true revitalization success looks like - measurable growth, innovative programming, and strong public-private collaboration led by the Downtown Racine Corporation. The district celebrated 20 new business openings, as well as major milestones including the debut of Hotel Verdant and the addition of more than 100 residential units at Breakwater 233, significantly increasing downtown density and energy. Placemaking investments along 6th Street enhanced street-level activity, while more than 70 annual event dates - featuring First Fridays, HayMarket, and Party on the Pavement - drove consistent foot traffic. In fact, Party on the Pavement alone generated over $1 million in direct spending in a single day. With continued state and national Main Street accreditation and the award of the Unlocking Capital Grant, Downtown Racine has strengthened its capacity for long-term success. Through collaboration, strategy, and measurable impact, Downtown Racine exemplifies excellence in Main Street revitalization.

Individuals recognized for exemplary service included:

Executive Director Years of Service Awards

Jennifer Turkiewicz, Tomahawk Main Street (5 Years)
Dawn Gindt, Main Street Mayville (5 Years)
Brian Johnson, On Broadway Green Bay (10 Years)
Teri Ouimette, Chippewa Falls Main Street (15 Years)

2025 Community Champions

Matt Dohmeyer - Beloit
Byron McNutt - Eagle River
Mai Nu Vang - Green Bay
Black & White Barbershop - Milwaukee (King Drive)
Melissa Schmidt-Zettle - Monroe
Steve & Maggie Kleisath - Platteville
Bostwick - Stevens Point
Gina Stehl - Three Lakes
Linda Kerneen - Tigerton
Rainmakers - Tomahawk
Nathan Kronforst - Two Rivers