About Downtown Mainstreet, Inc.


“The mission of Downtown Mainstreet, Inc. is to ensure ongoing economic development while cultivating a revitalized downtown.”


“Our vision is to promote a vibrant downtown that enriches our businesses, embraces our history, celebrates our culture, and captures the spirit of our community while enhancing the vitality of our entire region.”

Downtown Mainstreet, Inc. (DMI) serves as the leading advocate for Downtown La Crosse.

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. It 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.  

Led by a board of directors, staff and hard-working volunteers, DMI manages and works to enhance, revitalize, and redevelop La Crosse’s original central business district. In 2002, downtown La Crosse was awarded the prestigious Great American Main Street Award from the National Trust for Historic Preservation for the community’s efforts at revitalizing and growing the central business district. Today, downtown La Crosse is the center of the region, a major destination, and an important corporate and human resources recruitment advantage.

Downtown Mainstreet follows the National Main Street Four Point Approach- a tried and true approach to economic revitalization that is specifically tailored for historic downtown areas. The organization works to enhance, revitalize, and re-develop La Crosse’s original central business district through the elements of organization, design, promotion and economic vitality.


Deb Lash-Stangel
Interim Executive Director

Rachel Persson
Marketing & Events

Membership Brochure

DMI Member Discount Program 

Annual Report


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