La Crosse

Downtown Plan:

Imagine 2040

Client

City of La Crosse

Location

La Crosse, WI

Completion date

December 2020

Imagine 2040 identifies initiatives for the next 20 years in Downtown LaCrosse. Unique businesses, institutions, historic buildings and activities thrive downtown.

Urban Planning Community & Regional Planning

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.

Street and Alley Renderings

Several elements from the plan have been implemented, including enhanced connections to the riverfront, a cycle track, bicycle facilities, and parklets and street cafes.

Street and Alley Renderings

Having a robust engagement process was paramount, even during a time of masks and social distancing. The process, led by planners, focused on building relationships and listening to as many voices as possible. Input from more than 80 meetings, including many virtual and small group activity events, allowed for increased community engagement.

Awards

Economic Development Planning

APA Wisconsin Chapter

2024