The Wisconsin Economic Development Corporation recognized the best downtown revitalization projects of 2025 at the 35th Wisconsin Main Street Awards ceremony held at the Grand Theater in Wausau.
Wisconsin Main Street is a community development program administered by WEDC that targets Wisconsin’s historic commercial districts. WEDC provides technical support and training to the 37 Main Street communities to help them revitalize their business districts based on guidelines developed by Main Street America.
The 2026 competitive award winners in Northeast Wisconsin include:
Best Total Building Transformation: Violet Inn, Lounge & Spa, Two Rivers
Not long ago, this property faced an uncertain future – widely believed to be headed toward demolition. In 2023, two sisters saw possibility where others saw decline and purchased the building with a bold vision. What followed was a complete renovation, taking much of the building down to the studs while preserving 1920s character-defining elements. Original stonework, pine ceilings and beams, soaring 12-foot ceilings, and maple and terrazzo floors were carefully restored as modern systems, ADA accessibility, fire protection, and sustainable features were thoughtfully integrated. Support from the Two Rivers Main Street Façade Grant and city revolving loan funds helped bring the vision to life. Today, the building thrives as a six-room boutique inn with a spa and public speakeasy lounge – an extraordinary revival that honors the past while creating a vibrant new destination.
Best Business Support Initiative: Main Street Makeover, Fond du Lac
In late 2024, the Downtown Fond du Lac Partnership began preparing for the reconstruction of their Main Street with a proactive, positive approach. Branded “Main Street Makeover,” the campaign focused on optimism, long-term positive impact, and keeping the downtown vibrant during construction. The DFP allocated $17,000 to support businesses, investing in digital ads, dedicated project webpages, intersection signage, yard signs, and complimentary sandwich boards. Social media videos spotlighted local owners, and “Downtown Detour” cards encouraged summer-long shopping and savings. Ultimately the project was completed with limited impact on business traffic or event attendance. Business of the Year
Best Program Marketing Campaign: Touchdown Downtown, Green Bay (On Broadway)
This four-day placemaking initiative activated downtown during the NFL Draft, celebrating the region’s culture, small businesses, and deep Packers heritage. Led by On Broadway, Downtown Green Bay and the city of Green Bay, the campaign featured immersive events like the LIVING Packers Heritage Trail, Field Fest, live music, and a special Farmers Market. With a marketing budget under $30,000, the effort generated 10 media stories – including national coverage – driving foot traffic, strengthening the local economy, and showcasing Green Bay on a national stage during the 2025 NFL draft.
Best Placemaking Project – Small-Scale: Urban Forest Walkway, De Pere
This streetscape and public art initiative transformed an underutilized area along the rear of the 200 block of Main Avenue into a vibrant, nature-inspired destination. Led by Definitely De Pere in partnership with the city, the project brought local artists together with stakeholders to reimagine the space. Featuring large-scale planters, trees, perennials, and site-specific artwork, the walkway enhances beauty, walkability, and community pride – turning a once overlooked passage into a welcome place for gathering and discovery.
Best Retail Event: Galentine’s Day, Fond du Lac
Held each January, this free, day-long event brings together 25 businesses for special sales, pop-ups, giveaways, and high-energy fun during a typically slower retail season. In addition, 250 VIP tickets allow participants to visit 18 featured locations for exclusive gifts and experiences – guaranteeing meaningful foot traffic and customer engagement. With= promotional toolkits, social media content, and professional videos supporting businesses, Galentine’s Day drives sales, strengthens relationships, and fills downtown with connection and celebration.
Connect Communities Revitalization Award, Large Community: Waupun
After a year-long, nearly $1 million renovation, a long-vacant former law office was transformed into a vibrant, family-owned brewpub and craft cocktail destination in downtown Waupun. The 1930 building’s historic exterior was restored, and the interior reimagined as a welcoming gathering space. Since opening in January 2025, Hoya Hop House has boosted downtown foot traffic, created jobs, supported local suppliers, and attracted regional visitors – proving how historic rehabilitation and hometown entrepreneurship can spark lasting economic and community impact.
2025 Wisconsin Main Street Hall of Fame Inductees
Barb LaMue, Green Bay (On Broadway)
Barb is a visionary leader whose impact has shaped communities across Wisconsin. For six years as President and CEO of New North, Inc., she united 18 counties around bold regional strategies for business growth and talent development. Her leadership extended beyond traditional economic development, championing placemaking, cultural vitality, and the belief that thriving communities are built when people feel connected and heard. She has also served as board president of On Broadway, Inc., and continues to mentor and advocate through numerous board roles. Over a career of more than 20 years in community development, Barb’s influence reaches far beyond any single position – leaving a lasting legacy on Main Street programs, the region, and the entire state.
