WHERE ARE THEY NOW? A MAIN STREET UPDATE

WHERE ARE THEY NOW? A MAIN STREET UPDATE

Viroqua has seen firsthand the power of word of mouth recently. There’s been a lot of talk about what’s happening with which stores, which buildings are being bought, sold or rented, and which businesses are doing what. Some situations change daily, and some things that are being tossed about simply aren’t true. Downtown, little shops like the Local General Store and Pomegranate are like the little engines that could. Walk up and down Main Street and you’ll hear the same story: Shop owners are figuring out how to make the town work, despite the decreased traffic from the empty stores.

“Everybody’s still talking about coming here and shopping here and how great it is,” says Georgann Schug, owner of Iron ’n’ Ivy. “Kids even coming back from college are amazed at how different it is. They say, ‘We never had this.’ It’s growing, it really is. We are drawing from a huge region.”

That’s been true for a long time for the family that runs Buzzy’s, Simply Country and Center Stage. They say that while they need to have the support of Viroquans, the majority of their business comes from out-of-towners. Dorothy Hoffland and her kids, Pam Skrede, Paula Eckern, Patti Hoffland, and Mark Hoffland, have one of the longest-standing businesses in town in Buzzy’s, which has been around for almost 40 years. Only Mr. G’s has the same kind of longevity, with Biederman’s Jewelers pulling in close at 33 years.

Eckern’s family has made a success of each of their downtown businesses. It’s not necessarily that they’re business geniuses. It’s that they show up all day, every day, and are there to meet and help customers themselves. “I have one day off in 14. I’ve been here full-time since I was 19,” says Eckern, now 53. “To get a Saturday off here, it either had to be your wedding or you had to be in a wedding.”

The three sisters, Pam, Patti and Paula, say that although they can see the issues downtown, they’re not worried. In fact, they’re encouraged by the diversity of the shops and the seeming dedication of many of the new business owners. They’ve been through this cycle before and they’ve weathered it.

Jim Hohlfelder, the president of the State Bank of Viroqua, says that it’s that kind of hearty attitude and a general conservatism when it comes to risk that helps the region avoid huge gyrations in the predictable ups and downs of the economic cycle. “You grow and prosper and work through these things, or you wither and die,” Hohlfelder says. “It makes us stronger as people if we take it on and deal with it.” Hohlfelder sits on several economic development boards, including VEDA, and says that there are a lot of people working on this issue in concrete ways every day.

Ingrid Mahon, who heads the Viroqua Partners, the town’s version of a chamber of commerce, has been one of those people. Mahon is trying to hang on to all the threads that come her way, watching and waiting for the right place and time to weave the pieces into something whole. There are people interested in the three big empty buildings; there are businesses that would like to have a Viroqua location. But until the pieces come together, they’re all just threads. Mahon is optimistic about filling the buildings and finding tenants that will serve the town well.

She says that one thing to remember when looking at the three major empty storefronts is that not one of the businesses closed their doors because their business was failing. Walgreen’s bought Dahl and Langhus, and Felix’s owners were ready to retire. Business owners have the right to open and close as they choose, of course, and they also have the right to not sell their building if they’re not ready.

After almost two years, though, some people in town are getting impatient with the lack of movement from the building owners. The Langhus building, for example, has had very interested buyers, but Mons and Judy Langhus, who ran their pharmacy there for decades, aren’t ready to sell. They have family property in storage there and they want to do some work on the building as well. They will be selling the building, though. “We’re kind of working at it, but it just takes time,” Judy says. “You accumulate a lot of stuff over almost 38 years.”

Planners can understand the challenges in letting go of the building, both practically and emotionally. But many people are trying to figure out how to be respectful to the building owners while pointing out how beneficial it would be to have the space filled and prospering. “These empty storefronts are not only physically harming to our downtown, they’re psychologically damaging,” says Mahon.

Following is a brief update for several of the businesses and buildings in Viroqua. The information, unless otherwise indicated, came directly from the owner of the store or building.

Bramble Books: Was recently evicted by their landlord, Dorin Smalbergher, after complaining several times about not having heat in the building and other issues. Bookstore owner Susan Paull met with building owner Smalbergher (see story above) and is working on a one-year lease. On a completely unrelated note, Paull has had the bookstore for sale for almost the past two years.

Iron ’n’ Ivy: When people started coming in to cash out their gift cards, owner Georgann Schug knew there was trouble. One of the three evicted tenants in the latest Main Street minidrama, Iron ’n’ Ivy has also negotiated with the landlord to stay. Which is good, because she just got in a shipment of really cool stuff.

Bonnie’s We dding Ce nter : Melodie Russell, who owns the shop with her mother, Maridene Olson, stood up at the last quarterly breakfast meeting for the Viroqua Partners businesses and clarified that their business is strong and will be open. Olson says they’ll be moving to another Viroqua location and expanding their store.

A&W: Wait—in Viroqua? Yep, once again, in Viroqua. If all goes according to plan, the root beer floats will be flowing again in Viroqua by this summer. Tom Seiler, the owner of the La Crosse A&W for the past 13 years, says he hasn’t signed papers yet to rent space at Hansen’s Mobil, but plans are progressing and he hopes to seal the deal soon. Marv Hansen, the owner of Mobil, says he’s working with Seiler to get the deal finished and open back up the now-empty section of the store where they rented movies.

Hansen’s Mobil: This shop has been for sale for three or four years, says Marv Hansen. He’s moving ahead with the A&W whether he sells the shop soon or not, betting that the place will be more attractive to a potential buyer with the restaurant in it.

ArtVision: Building and business owner Christine Larson- Noble says her business has restructured to meet the current economic realities. When ArtVision first opened almost 13
years ago, there wasn’t anything like it in town. Now, Larson- Noble is returning to her first love: art and all that you need for creating art. And despite the economy, it’s working. “It’s prompted me to downsize, but it’s turning out to be a really good thing for me. It’s more manageable for me. It’s actually saner and I’m happier.”

Gary’s Rock Shop: Dian Krause says that this shop is sustained, at least in part, by her own and her husband Gary’s love of the rocks and beads and wonderful things that they get to sell there. In other words, it’s not the most economically fantastically profitable venture they’re involved in, but they love doing it and so it’s here. And, funny how it works out, we love having the store here, too. Thanks, guys.

Mahon doesn’t like the empty storefronts, but she’s confident the town will rise again. To that end, Mahon is organizing a survey of business owners, building owners (many business owners are renting their spaces), and consumers. She’ll compile all the information and put together a packet that can be used for strategizing and for recruiting businesses to town. Viroqua is part of the Wisconsin Main Street program, which provides assessments and helps its members promote their towns. Viroqua, which will celebrate its 20th year as a Main Street city next year, is winning an award from the group that will be announced later this month at a bash in Madison.

The group came in and reviewed Viroqua in February and wrote a glowing report about the Partners’ role in keeping the town growing and vibrant. They cited, among other things, Mahon’s expertise in helping manage the huge number of volunteers, the quarterly breakfasts of Partner members that regularly draw 50 to 60 people, and an active calendar of events.

Theresa Washburn says downtown Viroqua has come through tougher times than now. She was the first Main Street program manager when it started in 1989. ”That was when WTC was Ted and Fred’s, and while I was there, that grocery store decided to go out of town,” Washburn says. “That’s huge, and a lot of people predicted the end of downtown. But it didn’t end downtown. “When you start to believe it, that’s when it starts to happen. One of the main reasons for this organization is to change the way people think this is going to go. If people believe they can live through this setback, they can live through this setback.”

One of the biggest employers with the deepest pockets in town is also one of the biggest believers. Leaders at Vernon Memorial Hospital are talking around town, trying to figure out what they’re going to do next and where. They own the lot where the old Nuzum shop was on Rock Street, but they haven’t decided what they’ll do with the space. They know that they want to build some condominiums to help accommodate the hospital staff that they’re recruiting from around the country, says Garith Steiner, the hospital’s administrator. Steiner says that they won’t be going into the assisted living business, as he’s heard in rumors. But the hospital is considering how it might help out in the retail arena, perhaps
by owning a building and managing a space for businesses to rent. Right now, they’re watching and waiting to see what comes next.

“We want to make sure that when we pursue something we do it the right way at the right time,” Steiner says. “We believe that we’re responsible, just like everyone else is, to continue revitalizing the community. We had heard there was some interest in businesses not only in Viroqua, but other businesses interested in coming to Viroqua if they had the right space.”

Whatever comes next, Steiner says, better days are just a matter of time.

“I’m still very upbeat about downtown Viroqua,” Steiner says. “We’ll be okay. There are a lot of people working hard at it.”

Buzzy’s Furniture : One of the oldest businesses in Viroqua, this shop is strong. They have no plans to move, although they have been courted to La Crosse, where a lot of their customer base is. Paula Eckern says that her family’s roots run pretty deep here. “We love Viroqua, why would we want to leave?” They do not want to buy the building they’re in, although they are successful enough to expand. Not least of all because Eckern and Mark Hoffland are still working the same kinds of hours ingrained in them by their parents since their youth. Geez.

Simply Country: The creative eye of Patti Hoffland, combined with the powerful sister support, makes a winning combo for this shop that sees a lot of repeat Viroqua customers as well as further-flung fans.

Center Stage : Pam Skrede, the big sister of the original Hoffland crew, holds down this thriving piece of the enterprise next to the Historic Temple Theatre.

Blue Dog Cycles: Recently expanded their small space a bit to better accommodate their growing business.

Second Time Around: Owner Ruth Moser has been in business for 21 years, the past five in her current location on Main Street. The business, which rents in the building, has been for sale informally for several years. Moser is more serious about it now: She won’t be renewing her lease at the end of the year. She’s hoping for a buyer before then.

The Viking Inn: John Tryggestad’s first job was busing tables in what was then his parents’ restaurant in eighth grade. Now he runs the kitchen and his brother, Dave, runs the bar. It’s been a good ride, but John says he’s ready to do something different. The restaurant, including the building, has been for sale for about a year and a half. It’s listed with ReMax for $495,000. Let’s hope they leave the barbeque sauce recipe with the next owners.

Box Office Video: The business is for sale, renting in its current space, for $38,500, according to the ReMax website.

Bieder man’s Jeweler s: Jim Biederman says that it’s time for his family to downsize. They’re closing their Richland Center store and downsizing their Viroqua store. Both stores are having a huge sale starting April 21. Biederman’s been in the business at the Viroqua location since 1975. He’s not going out of business, but it’s time to make some changes.

Driftless Café: This well-loved café is pausing to restructure and keep the place economically viable. They will be closed Monday, May 12, through Thursday, May 22. They will reopen for dinner at 4:00 p.m. Friday, May 23.

Karen’s Kitchen building: Rich Grams, the realtor, says that owner Doug Anderson, of Madison, wants to sell the building for $169,900, which includes the restaurant equipment and fixtures. The Karen’s Kitchen business name and following isn’t included in the sale. Karen’s is simply renting the space.

Village Market: though this family-owned grocery store felt the pain when Wal-Mart came to town, the Market is having it’s best years since Wal-Mart came to town, says owner Bill Schultz. Schultz, with his wife, Tammy, owns Village Market, Vernon Square Cinema and Culver’s. “We don’t have a lot to complain about,” Schultz says. We’re doing all right, holding our own.”

Chilito Lindo: Last summer were great days for the Mexican restaurant that opened its doors in June. But the summer sun faded and so did sales. “The winter was definitely challenging,” she says. “It was our first winter and it was very hard. But I’m very optimistic. We have a very good product. Tonight, people
were sitting outside and eating.”

Viroqua Public Market: This indoor market is about to get a neon sign outside it’s door that will really change the look of the downtown corridor, says owner Tony Macasaet. Macasaet says the retail space of the market is working, slowly. Macasaet is a big believer that Viroqua will only grow as a destination for people seeking a unique, non-chain store experience.

Empty sites

Former Langhus Pharmacy building: Owners Mons and Judy Langhus plan on selling this building as soon as they can finish clearing out and making some repairs. The 3,800-squarefoot building has four units upstairs.

Former Felix’s building: available for rent.

Former Gundersen Luther an Building: According to Viroqua Realty’s website: approximately 5,612 square feet on the upper level and 4,928 square feet of partially finished basement, $400,000.

Former Dahl Pharmacy building: The former pharmacy space is empty, while the other side of the building is Buzzy’s furniture. Owner Karen Dahl is asking $800,000 for the 6,000-
square-foot building. Dahl says she’s basing her price on a professional appraisal of the building. She is also trying to rent the open side for $2,300 a month.

Former Dollar Discount building: For sale, 3,960 square feet. There is an accepted offer for the building, according to ReMax Hill Country.
—Anne O’Connor