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Downtown Mainstreet Inc. was created in 1990 to oversee, coordinate and facilitate the revitalization of La Crosse’s central business district.


DMI is a private, non-profit organization founded by businesses and financial institutions to help restore the downtown district’s role as the center of the Coulee Region.

DMI originated because of a need for an organization to bring various groups together to complete the City Vision 2000 Downtown Master Plan, which outlines a vision and strategy for Downtown La Crosse. The City Vision 2000 Downtown Master Plan was completed in 1992 and was the impetus for much of the public and private investment that has taken place since.  

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Mary Larson

"Downtown Mainstreet is working collectively for the betterment of downtown. When our downtown thrives, our community thrives." 

Kathleen Pielhop


Fritz Fayreweather

"For the past eight years, I've basically gotten paid to get my morning exercise."

Director of Sidewalk Cleanup and Landscaping

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Community Engagement Director


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Andrew Steger


"La Crosse is a very special destination city nestled in the beautiful Driftless Region."

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Kelsey Williams


"I love my downtown and am so proud of how we have all pulled together."

Sam Bachmeier - La Crosse County

Chris Butler - Verve Credit Union

Whitney Hegseth - Gensler

Will Kratt - ISG

Jay Lokken - RLR Properties

Greg Reichert - UWL Foundation

Annette Steele - Quartz

Carley Buisman - Gundersen Health

Brian Fukuda - La Crosse County

Dan Howes - Howes Diamond Jewelers

Jennifer Kloehn - The Weber Group

Mary Larson - Larson's General Store

Kris Salzwadel - La Crosse Center

Board Members


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Economic Vitality

Sam Bachmeier
Committee Chair


& Beautification

Annette Steele
Committee Chair


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& Special Events

Carley Buisman
Committee Chair


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& Membership

Whitney Hegseth
Committee Chair


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