Feb. 26, 2026
By TIM HUNDT
VIROQUA, Wis. The Viroqua Common Council voted unanimously Tuesday, Feb. 24, 2026, to enter into a pre development agreement with Market Point Development to construct a GrandStay hotel in the Viroqua Business Park.
The vote marks a renewed push to bring lodging to the city after years of stalled attempts. City Administrator Nate Torres provided the council with the history of the project which began back in 2021 when the city and county initiated a feasibility study and sent out requests for proposals to attract a hotel developer to the business park.
“We went through a little bit of a selection process and at that point the city along with the county had selected a GrandStay as our option of choice,” said Torres. “And there was a developer that came along with a different developer than MarketPoint. That developer was unfortunately unsuccessful.”
Torres explained that the city then pivoted to their second choice from that initial process and allowed a developer to attempt a Best Western Plus project for over two and a half years. After that developer stepped aside recently the city opened the door for Market Point Development to take over the effort.
Chan Johnson representing MarketPointe Development presented his vision for the facility to the council. He explained that his team handles development, design, and the procurement of furniture and fixtures. He advocated for the GrandStay brand because it caters well to smaller Midwest communities and offers flexible architecture.
“They come in and they mold and they flex around the community,” said Johnson. “You can design it the way you want.”
Johnson emphasized that his company treats hotel development as a collaborative team effort with the host city. He noted that Market Point uses professional artists to capture the local aesthetic and integrate the community fingerprint into the interior design.
“We work with an artist that comes into a city and takes a boatload of pictures and that is his artwork,” said Johnson. “Absolutely it goes back to our philosophy this is a team type of experience so we want your input.”
The proposed hotel would be located on the southernmost lot of the highway frontage near the Ford dealership in the Viroqua Business Park. Johnson estimated the facility would feature approximately 54 to 56 rooms and would include a pool.
Alderperson Steve Willis asked if the project would include a conference area or an attached restaurant. Johnson cautioned the council against including an event center built into the hotel operations because they often struggle financially.
“Event centers are hard and you do not want when it comes into the performance of the hotel a lot of them are boat anchors,” said Johnson. “The way we have done it before is if there is a need for an event center is if there is some major industry in town they have the naming rights and then work with the city to operate.”
Johnson added that while a restaurant is absolutely possible it is typically better to build it as a standalone structure because patrons generally prefer not to walk through a hotel lobby to eat.
Torres asked Johnson to outline a general timeline for the project assuming the approval process goes smoothly. Johnson indicated that his team is eager to move forward and could potentially begin work within months.
“I could see maybe a mid summer start,” said Johnson. “I do not see any big roadblocks or big hurdles.”
Following the presentation the council moved into a closed session to negotiate the specific terms of the pre development agreement. A pre development agreement typically ensures that the city works exclusively with one hotel developer so multiple companies are not competing for the same local investors.
Upon returning to open session Alderperson Cyndy Hubbard motioned to finalize the partnership.
“We will make a motion we agree to the pre development agreement with Market Point regarding hotel development with feasibility study,” said Hubbard.
The council approved the motion unanimously by roll call vote allowing Market Point Development to officially begin their site preparations and financing efforts.
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