Written by Amanda Viale

Breaking Ground at the Eugene Hotel!

Last week, alongside the development team, investors, community leaders, and local organizations, we celebrated a huge milestone – the groundbreaking of the Eugene Hotel in Monroe, WI!

This project is close to our hearts for many reasons. The Eugene Hotel sits right on Monroe’s historic square – the same town where one of our Principals, Aaron Holverson, lives and where Studio GWA’s second office calls home. Aaron serves as President of Main Street Monroe, and this project is further fulfilling Main Street Monroe’s vision for the community. This project is also the first project that Aaron, Ashley, and Jen have joined the team as development partners!

The Road to Groundbreaking

Getting here has been no small feat. When Chris and Tyler Soukup purchased the property eight years ago, their mission was simple: save the Eugene Hotel from being scooped up by an out-of-town investor and ensure it remained a community-driven project. Over the years, they explored a variety of options—from residential apartments with retail on the first floor to the reimagined hotel concept we’re now bringing to life.

By 2021, Studio GWA joined the team, helping refine the vision: return the Eugene Hotel to its historic use as a hotel while leveraging Federal and State Historic Tax Credits. Finding an HTC investor for a project of this size wasn’t easy, but with persistence, the development team connected with a group specializing in small HTC investor deals. Their commitment and the support of so many project partners has made all the difference.

With local investors, TIF support from the City, grant funds from the local Redevelopment Authority and WEDC, and a shared passion for Monroe’s future, the Eugene Hotel is on its way to becoming a realized dream. Even the subcontractors reflect that local-first spirit—painters, insurance brokers, framers, and more are rooted right here in the Monroe community.

A True Partnership

For Aaron, Ashley, and Jen, this journey has been as much about learning as it has been about developing. From juggling finance requirements and timelines to coordinating with attorneys, accountants, and contractors, they’ve tackled each hurdle as one step closer to project success. The process has taught some true lessons, and the energy of problem-solving and watching each piece fall into place has been exciting— an experience that will only deepen their ability to serve clients.

And of course, working with Chris and Tyler Soukup has been a joy. Their openness, transparency, and commitment to Monroe have set the tone for a collaborative and genuinely fun team effort. Between the laughter, the challenges, and the shared vision, the partnership has been a highlight of the project. (Bonus: this also marks an exciting expansion for Chris and Tyler’s beloved restaurant, Baumgartner’s!)

Reflections at the Start Line

There’s nothing quite like the buzz of a groundbreaking, or in our case, a brick signing event! It’s the moment when years of ideas, challenges, and hard work transform into visible progress. The Eugene Hotel is about to become a hub of activity, with each trade working toward the same goal: restoring the historic hotel and energizing Monroe’s downtown.

We can’t wait to watch this project take shape and celebrate its completion with the community that made it possible. Here’s to the Eugene Hotel – past, present, and future!

Eugene Ground Breaking

Phases of Architecture