VIROQUA, Wis. – Wisconsin Economic Development Corporation Secretary and CEO Missy Hughes in no stranger to Viroqua having lived here for some time but she recently toured the City and the numerous econmic development projects happening in the city. Specifically projects the WEDC has had some part in, including several that ave received Community Development Investment (CDI) grants.
Before embarking on the tour, Hughes sat down with city leaders and stakeholders to discuss the status of numerous projects and how the city has worked with WEDC to provide the spark that is often needed to get projects off the ground. At the meeting was Viroqua Mayor Justin Running, City Administrator Nate Torres, Interim Chamber Director Aaron Aslin, McIntosh Memorial Library Director Trina Erickson and Vernon County Economic Development and Marketing Coordinator Larkin Breckel, as well as library and chamber staff.
The most common feedback to Sec. Hughes was the importance of the support from WEDC that by itself does not make a project happen, but often provides the credibility to a project that makes it possible for the city, and private sector contributors, to gain the support of the general public to push a project over the hill and make it a reality.
“Downtowns draw people in and leave a lasting impression,” Aslin. “No one remembers where they parked, but they always remember how a place made them feel. That’s the power of a vibrant downtown—it turns a location into a destination.”
Through a series of renovation projects, Viroqua has turned itself into a downtown that leaves an impression on everyone who visits.
“Our downtowns are really the heart of our communities,” said Hughes. “We want to create vibrant, thriving downtowns that draw people in and make them want to return. Viroqua’s doing a great job of that.”
“Hotel Fortney, the Welcome Center, and Round River Distillery are all excellent examples of restoring dilapidated, run-down buildings into strong components of the downtown environment,” said Nate Torres, Viroqua city administrator. “These three properties have, or will be, transformed from liabilities to strong community assets that greatly enhance the downtown experience, neighboring properties, and the city as a whole.”
Hughes said the model WEDC sees as the most ideal is one that includes funding that is generally one third state, one third local government and one third private sector support. Hughes that “skin in the game” approach where local entities share in the funding and risk more often leads to a successful outcome.
Hughes also heard from officials with Vernon County Economic Development & Marketing about how it plans to use the $150,000 Small Business Development Grant funds from WEDC to establish the Elevate Vernon Program, which will provide technical assistance and grants for small business owners.
Vibrant Spaces Project – Viroqua Mural Walk
First stop on the downtown tour was right outside the McIntosh Memorial Library doors where Library Director Trina Erickson and Adult Programming & Outreach Director Maggie Strittmater showed the group where a planned Viroqua Mural Walk will begin in the library courtyard.
According the Erickson and Stritmatter the “Vibrant Spaces Project” will be a free self-guided walking tour highlighting eight (soon to be nine) original murals located in downtown Viroqua. The walk will begin in the courtyard of the McIntosh Memorial Library where attendees will be able to view the first of nine murals.
At this location attendees will receive a map showing them where the murals are located with walking directions. All mural locations will have a talking box or a QR code to scan so attendees can listen or read about the history of each mural, what the mural represents, and information about the artist who painted the mural.
According to library staff the goal of the Viroqua Mural Walk is to shine a spotlight on the beautiful murals located in downtown Viroqua. The walk will also become a signature tourist attraction for the community year-round. Attendees will walk through the downtown where we have unique businesses, restaurants, and coffee shops for people to visit. The walk will be a catalyst for economic development in the city.
The Vibrant Spaces grant requires a one to one match. The grant award was $25,000 which was matched by the Library Board, so the total grant amount $50,000.
Viroqua Welcome Center (Old Bathhouse)
The old Viroqua Bath House, a Works Progress Association (WPA) project and local historic landmark, is being restored and adaptively reused to serve as a Viroqua Welcome Center and home for the Viroqua Chamber.
In the fall of 2022, the City Council of Viroqua gave the Viroqua Historic Preservation Commission (VHPC) permission to research possibilities for the city’s bathhouse building, a historic landmark that was built during the mid-twentieth century by the Works Progress Administration (WPA), under Franklin D. Roosevelt. The VHPC hired Marc Zettler, a preservation architect, to inspect the building and write an evaluation.
in the fall of 2022, Aaron Van Loo, a student in Architectural Technology at Western Technical College, contacted the VHPC and made his capstone project, a plan for renovation of the WPA bathhouse building, available to the commission. Aaron’s project design, complete with floorplan and computer images, calls for renovation of the historic bathhouse into a four-season building.
The VHPC presented Marc Zettler’s evaluation and Aaron Van Loo presented his project design to the Viroqua City Council on Tuesday, November 22, 2022. The VHPC also laid out a way to pay for the renovation using a Community Development Investment (CDI) Grant funded by the Wisconsin Economic Development Corporation (WEDC). The Viroqua City Council gave the VHPC permission to apply for the CDI Grant, which is a one-to-one matching grant of up to $250,000. The City allocated $238,000 for the project. $200,000 in funding from Tax Incremental Finance District 6 and $38,500 previously budgeted for the bathhouse to help meet the grant’s matching funds requirement.
The Viroqua Historic Preservation Commission (VHPC), with the approval of the City, then created a WPA Building Task Force to address the planning and fundraising needed to apply for the CDI Grant.
Christina Dollhausen and Karen Innis conducted surveys of community members to determine how the building could best serve the community. The results were that there was a need for accessible public restrooms, a visitor and community information center, and a space that could accommodate small public or private events.
On April 8, 2025, the Viroqua City Council approved the construction contract with Artisan Preservation, LLC, of La Crosse, Wisconsin, for the project. Work is to begin on May 19, 2025, with completion by May 2026.
The Fortney Hotel
With financial assistance from WEDC and the city, owners of the historic Hotel Fortney revitalized the building into a 14-room boutique hotel with first-floor retail tenants.
In 2020, the Wrobel family bought the Fortney and immediately began to survey the areas of the restoration’s greatest needs. The building was closed and demolition began. The structure of the two bay windows on Main St. as well as the back corner of the building were in dire need of repair, threatening to crumble and give way. They were completely removed and rebuilt to replicate the original design. New windows, exterior paint and a new ADA ramp and stairs rejuvenated the exterior of the building. On first floor, commercial spaces were opened for multiple small businesses. The original Lobby was also remodeled and now serves as the Historic Fortney Lounge
Round River Distilling
And at the south end of downtown, a former auto and tire shop building is being converted into a tasting room, café, and production space for Round River Distillery. Round River Distilling was founded by Dan Johnson in the Fall of 2017. The company describes themselves as a craft distillery committed to small batch production of premium spirits made from the grains and waters of the Driftless region. Round River Distilling will be located on the south end of Viroqua in a former auto repair shop and when open will offer tasting and food service.
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