Imagine 2040 identifies initiatives for the next 20 years in downtown LaCrosse. Unique businesses, institutions, historic buildings and activities make for a thriving downtown.
Since 1992 the City of LaCrosse and Downtown Main Street Inc. have worked together to plan for the future of downtown. The previous downtown plan, called City Vision 2020, was authored in the early 2000's and guided the area through market changes, new developments and economic pressures. This plan builds off of previous planning efforts and adopts a new brand, Imagine 2040.