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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Terry Bauer

"We know that our community is changing, so let’s change with it to better serve it."

A message from Executive Director, Terry Bauer


Marissa Mundinger

Events & Promotions Coordinator

"I love seeing our visions become a reality and being able to bring the community together through our fun events."


Fritz Fayreweather

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

Director of Sidewalk Cleanup and Landscaping


Haley Franti

Event Coordinator Intern


Karlee Krueger

Economic Development Intern

Karlee Krueger

"The work we do here creates a local impact which is special to be apart of. Each day I come to work, I get to interact with the community on a level I wouldn't have been able to had I not come to intern at DMI."

"What's most rewarding is seeing how we are positively and directly impacting our community and community members' lives through our events and programs."


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Will Kratt


"I volunteer with DMI because I love being at our many great places to eat, drink, shop, and play, with friends and strangers alike, in historic Downtown."

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Andrew Steger

President- Elect

"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."

Chris Butler - Verve Credit Union

Jesse Fanciulli - Century Link

Brian Fukuda - La Crosse County

Julie Henline - Gensler  

Chris Kahlow - La Crosse City Council       

Tom Knothe - Viterbo University   

Greg Reichert - UWL Foundation 

Mary Larson - Larson's General Store    

Sandra Earp - Associated Bank

Cathy Fox - Coldwell Banker

Mary Hemmersbach - Gundersen

Dan Howes - Howes Diamond Jewelers

Jessica Kirchner- Moen Sheehan Meyer LTD

Jennifer Kloehn - The Weber Group

Jay Lokken - RLR Properties

Kris Salzwadel - La Crosse Center

Board Members


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Economic Vitality

Sam Bachmeier
Commitee Chair

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& Beautification

Julie Henline
Commitee Chair


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& Special Events

Tanner Clausen
Commitee Chair


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& Membership

Jesse Fanciulli
Commitee Chair