SPRING IS FULLY IN FLOWER now in Southwestern Wisconsin, and with it the transformation of Viroqua’s Main Street. Downtown anchor Bramble Books opened up in its new spot a couple blocks south; Café Optimo hopes to open this month; and Tulips, a shop that prides itself on odd and beautiful gifts, is rounding out the south end of Main Street.

These changes go a long way toward the revitalization of downtown, a primary goal for the Viroqua Partners. Emily Joy Rozeske, the new executive director of Viroqua Partners, is excited about supporting local businesses and encouraging the Viroqua area to flourish. Filling the storefronts, promoting tourism, and getting people downtown with promotions is part of Rozeske’s role.

“I want to increase the idea of community: supporting each other and keeping Viroqua strong,” Rozeske says.

Bramble Books sees its new location as a key to serving the community and enhancing customer service. She wants people to get to know the store and know that their service doesn’t stop there. “The bookstore will go to great lengths to get people the books they need,” owner Susan Paull says. “We are here for them—here to serve them.”

Erika Hodapp and Erin Murdock, the co-owners of Tulips, had to arrange a special run to Milwaukee for more Mexican popsicles after selling more than they expected the first weekend they were open in May. But the hand-crafted paletas are just one example of the fun, playful, and truly unique items the store offers. Part of their inspiration for Tulips has been their desire to bring some of the things they miss about the places they have previously lived to their customers. “We hope to inspire creativity and to offer something unusual,” says Hodapp. Tulips offers support to local artists by showcasing their work, and is also planning to display kids’ murals. Kids in Viroqua have already started logging hours in the store, opening drawers of surprises, and finding birthday gifts. Tulips will also host a variety of kids’ workshops and birthday parties. (With school out for summer, Tulips is hosting a hair-dying for kids on June 7.) Murdock and Hodapp are thrilled to be a part of new life on Main Street and plan to stay open to what the community wants. “We want to offer something for everybody, and to bring the community together as a whole,” they agree.

Optimo, the latest brainchild of the effervescent Tony Macasaet, takes its name from a café that existed 100 years ago in Viroqua. The link from past to present is specific and intentional for Macasaet.

“Everyone who comes in, from a tourist to a fifth-generation Hanson to a new arrival, will feel they belong, are welcome here, and that it is their restaurant.” Macasaet has boundless enthusiasm for his new enterprise. He wants to create something lasting that has a positive effect and contributes to Viroqua and the Driftless Region. The new Optimo will focus on fresh, local and seasonal foods. Frank Wildingway, who shares Macasaet’s passion for local food made with love, will be head chef at the restaurant. Optimo will strive to make almost all of its food in-house. The café plans to feature music and performances, culinary events, and chef demonstrations. Optimo will open at a later date sometime in the month of June.

Look for ribbon cuttings at these new stores as a part of the first annual “Downtown Hoedown,” June 5 from 10 a.m to 1 p.m. The festivities include a game and other fun to raise money for Alzheimer’s Association. Looks like its going to be a vibrant summer in Viroqua.