Aug. 15, 2026
By Tim Hundt
VIROQUA Wis. – Local residents gathered Friday Aug. 14 at the McIntosh Memorial Library courtyard to celebrate the official grand opening of the Viroqua Mural Walk which features eight public art displays and an interactive walking tour.
The project represents the culmination of a multi year effort to elevate Viroqua’s downtown public space and boost heritage tourism. In 2025 the city partnered with the library to secure a $50,000 grant through the Wisconsin Economic Development Corporation Vibrant Spaces program. Because the library was ineligible to apply directly Viroqua municipal officials submitted the successful application to fund the courtyard renovations and mural installations.
The city subsequently authorized a $24,263 for specialized outdoor furniture and a $15,000 contract with local artist Sarah Pedersen of Lucid Painting to transform the bare brick walls of the library Rock Avenue courtyard.
During the ribbon cutting ceremony Library Director Trina Erickson explained that the library wanted to do something to highlight Viroqua’s murals but had no funding, which led them to seek out the state grant.
“We started to think about what we could do, furniture and a mural or a second mural, and then we started thinking about the murals in Viroqua and what could the library do to really shine a spotlight on what I think is a beautiful amenity in our community, and that is where the idea of the Viroqua Mural Walk started,” said Erickson. “But the problem is we didn’t have any money”.
Erickson also took a moment to thank the local government for stepping in to approve the state application on behalf of the library.
“I want to thank our former city administrator, mayor, and elected officials for believing in this dream,” said Erickson. “And saying, we will put our stamp of approval on it and go ahead and apply”.
The grant funding allowed Viroqua to create an interactive tour of the eight murals that loop through the downtown district. The city contracted with the Wisconsin company Talking Trails to install signs equipped with QR codes at each mural. Visitors can scan the codes with their smartphones to listen to recordings of each artist explaining the story behind their work. The Viroqua Area Foundation was also highly involved in the initiative having raised funds and restored seven of the existing murals over the years.
Wisconsin Economic Development Corporation representative Majel Hein spoke at the event and emphasized how public art and public spaces help boost the local economy by drawing in visitors who then spend money at local businesses.
“So at WEDC, we know that spaces create strong economies,” said Hein. “So people come, and this Mural Walk is just a wonderful example of people who are gonna be able to walk through, come together, discover, make connections, make new friends, maybe snap a picture and put it on social media and get more people to come”.
Hein further noted that the new project adds to Viroqua’s existing reputation as a regional destination.
“And they are gonna go visit the local business and grab a coffee from the local coffee shop and a sandwich from the local deli, and these are the things that we wanna be able to really invest our money in to make these things happen,” said Hein. “And I will also say, we know Viroqua is already a destination”.
Courtyard mural artist Sarah Pedersen described how public art turns uninteresting spaces into colorful assets that promote community pride and support mental health.
“People that have followed me, as well as other mural artists in town, they wanna come see the murals, and then they will hang out in town and see what else Viroqua has to offer,” said Petersen. “It also helps people take pride in their neighborhoods”.
Pedersen also highlighted the psychological benefits of public art.
“They turn boring, blank walls into something beautiful and colorful,” said Pedersen. “There are also really good mental health benefits to public art”.
Tourism Commission and Historic Preservation Commission Chair Cyndy Hubbard thanked the project organizers for creating a new attraction that supports heritage tourism in the community.
“On behalf of the Viroqua Tourism Commission, I wanted to thank the library and the mural project for giving us yet another exciting thing to offer from the soon to open Viroqua Welcome Center,” said Hubbard. “And to visitors and local delight”.
Hubbard added that the interactive signs would enrich the experience for history buffs visiting Viroqua.
“On behalf of the Viroqua Historic Preservation Commission, I wanted to thank you for adding another thing for heritage tourism,” said Hubbard. “Heritage tourists look for historic buildings, local history, culture”.
Mayor Krista Browne shared her deep appreciation for the project. Although she and library organizers stepped into their leadership roles after the initiative’s early planning stages, she highlighted the event as a celebration of civic transition and community stewardship.
“This is a project that is about people stewarding the process and coming into new roles, like you and me, that we didn’t play a part in this coming to life in the early stages, but we’re here today to celebrate it,” Browne said to the gathered crowd.
Browne emphasized that the true value of public art lies in its ability to transform everyday spaces and weave residents together. She expressed her gratitude for the joint efforts of the library, the Viroqua Chamber Main Street, the Historic Preservation Commission, and the Tourism Commission, noting that their work enlivens the daily environments where residents live out their lives.
“I especially love this project and the work that the library is doing and the chamber, and the historic preservation and tourism, because this is what enlivens the places that we share between work and home,” Browne explained.
According to Browne, the Mural Walk does more than simply beautify bare brick walls—it sparks curiosity, fosters learning, and acts as a catalyst for meaningful human connection in a busy world.
“This is what builds curiosity and learning, because when you see these murals around town, you stop and you look twice, and you might notice there’s somebody else there, and all of a sudden you’re having a conversation with somebody that you didn’t know before, or you’re learning about somebody’s concept behind this painting that you’re observing,” Browne said.
The mayor noted that these spontaneous interactions are the fabric of local civic life, directly reflecting what the community values and making Viroqua a distinct place to live. She added that Viroqua’s rich artistic community and active volunteer spirit make her job as a municipal leader uniquely rewarding.
“It’s all of those little moments that add up to how we are a community,” Browne said. “They’re what stitch us together. They share history of how this came to be. They show what we value, and this is just another great example that makes being a mayor here simple. Like, you guys are artists, and you love your community, and you show up for your community, and this is just another example of a great project”.
Following the speeches, the crowd gathered to witness the official cutting of the ribbon. Viroqua Mayor Krista Browne then took the group on the inaugural walking tour through the downtown district to experience the interactive mural displays firsthand.
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