- To increase visitor spending in both Wisconsin Dells AND Lake Delton by 30% over the next five years, particularly between the months of October through March, and during weekdays.
- To make downtown a year round destination for visitors.
- To make downtown the central gathering place for locals within a 20-mile radius (approximately 50,000 residents).
- To increase property values downtown.
- To increase the vitality of the businesses downtown.
- The make downtown Wisconsin Dells an attraction, rather than an amenity.
- To add cultural depth to the two communities.
- To make downtown feel safe, comfortable, clean and modern.
- To elevate the look of downtown to more of a premium dining and entertainment district.
- To increase the tax-base locally: for property owners who invest in this plan and will realize greater rents as a result; for tenants who are willing to pay more because business is substantially better; and for the city in terms of tax-base so that the city can afford to invest in downtown.
- To extend the seasonality of The Dells to make it truly a year-round destination.
- Lack of publicly owned properties downtown beyond city streets (even Broadway is a state highway), sidewalks and parking lots.
- Lack of funding in terms of general fund revenue sources. This plan will rely heavily on access to state and federal grant programs, foundation funding, public/private partnerships, perhaps naming rights, and other non-traditional funding methods.
- 43 recommendations
- Plan execution timeframe – Sept, 2014 through 2018
- Full plan execution budget
– $38 million (high end)
– Funding options include grants, WDVCB, private investments, naming rights/sponsorships, donations, local resources (PRT and/or room tax), BID funds
Major Capital/Development Projects
- Redevelopment of Broadway
– Removal of parking as appropriate
– Widening of sidewalks to accommodate outdoor dining
– Lengthening/addition of turn lanes
– Improvement of traffic flow
- Public Market/Amphitheatres
– Programmed 200+ days/year
– All events open to public
– Amphitheatres cut into hill overlooking Riverwalk/Wisconsin River
- Public Plaza
– Oak Street
– Programmed 200+ days/year
– Built-in sound system, movie screen, splash pad and skating rink
– Art shows, concerts and entertainers
– Improvement of traffic flow
- Parking Garage(s) – La Crosse Street recommendation
– Simplify parking system and wayfinding signage
– Two garages initially (both right hand turn entrances)
– Just after RR bridge (coming from west)
– North of Broadway – approx. @ Elm/Cedar (coming from east)
– Each garage would hold over 500 vehicles
Other Capital/Development Projects
– Use existing plan
– Revise creative
- Piped music
– Special events (i.e. car shows, etc.)
- Paint train trestle
– No words allowed
– Paint over highway and river
- Install free wifi
– Enhances outdoor dining, plazas and public market use
– Could be funded by sponsorships
– Login page could say “Your Internet session is sponsored by High Rock Cafe”
- Create Master Development Plan for Exit 87
– Become what Exit 92 is to Lake Delton
– Fulfills a need for high-quality, large-scale retail or anchors
– Revitalize the gateway to downtown
- Contract for recruitment expertise
– Orchestrate the business mix (like a mall)
– Create ordinances identifying “allowable uses”
– Annual contract (approx. 3 years)
- Create a Festival & Events Organization
– Would manage entertainment at Plazas and Public Market Pavilion (Including amphitheatres)
– Could be the VCB and coordinate all downtown events
- Downtown beautification
– Rework sign ordinances (including blade signs, banners and sandwich boards)
– Benches and flowers
- Rename the district the River Arts District
– Current name, Dells River District, does not sell the reason WHY people should visit
– Brand promise is to be culturally rich
– Adds depth to downtown and promises more than just t-shirts and souvenirs
– The word “arts” is inclusive of:
» Performing Arts
» Artisans in action
» Logo gear
- Encourage outdoor dining
- Standardize operational hours (especially seasonally)
- Create a shared worker program
- Free parking to create trial
– Evening hours as development begins
– Special events
- Experiential transportation system (not a bus system)
– Bring guests to downtown from sports facilities or other key points (businesses could request/pay for a stop @ their business)
– Circulate visitors along Broadway, regardless of where they parked
– Trolleys are one option
Brand Development and Leadership Team MembersBrian Landers Mayor, City of Wisconsin Dells email@example.com
Nancy Holzem City Clerk, City of Wisconsin Dells firstname.lastname@example.org
Kelli Trumble Downtown business owner email@example.com
Dan Gavinski Downtown, Wisconsin Dells business owner firstname.lastname@example.org
Tom Diehl Village of Lake Delton Trustee, Wisconsin Dells business owner email@example.com
Justin Draper Downtown business owner firstname.lastname@example.org
Jesse DeFosse Wisconsin Dells BID Chair, downtown business owner email@example.com
Kevin Ricks Downtown business owner firstname.lastname@example.org
Romy Snyder WDVCB Executive Director email@example.com
Jill Diehl WDVCB Board President
About Roger Brooks
- Roger Brooks Team began working in Wisconsin Dells more than 10 years ago and inspired Wisconsin Dells to become “The Waterpark Capital of the World!®”
- For over 30 years Roger Brooks and his team have assisted over 1,000 communities in 45 states in their efforts to become outstanding destinations.
- Over his career, Roger Brooks recruited nearly $3 billion in new construction projects into rural communities and resorts. He is one of the world’s most sought after experts in place branding and marketing, and tourism and economic development.
- Over several years the Roger Brooks Team has developed a 13-step process that, to date, has met with a 100% success-rate.