Downtown River Area Master Plan
La Crosse, WI
A multi-faceted plan that reconnects the district into downtown.
The La Crosse River Area Master Plan transforms a once-disconnected district into a vibrant extension of downtown. Our team delivered a targeted yet integrated redevelopment plan that balances intentional growth with authentic community character. By engaging property owners, business leaders, and downtown stakeholders, we crafted a market-informed vision that positions the district for further growth while honoring local identity.
Our scope included a detailed analysis of the district’s existing conditions: Parcels and ownership, zoning, existing and future land use, transportation and parking, and much more. This analysis was further informed by reviewing nearly 30 plans related to the study area as well as interviewing a wide range of stakeholders, including property owners, developers, residents, and downtown advocates. We assessed redevelopment potential across parcels, illustrated concept scenarios, and identified compatible commercial uses grounded in consumer data. We then created a 10-year implementation roadmap that aligns public investment with private opportunity.
A core challenge was overcoming the perception that the river area felt separated or disconnected from downtown. Through stakeholder workshops and data-driven storytelling, we reframed the district as a regional hub—leveraging recent multifamily investments and signature events like Oktoberfest—to reveal its latent energy and economic promise.
Studio GWA led multiple elements of the plan, including plan review, existing conditions documentation, and urban design, while Redevelopment Resources supplied housing and business demand forecasting and assisted with stakeholder engagement. Together we delivered a community-oriented, actionable plan that positions La Crosse for resilient and authentic growth.
