Improving Wisconsin Avenue on city's radar

Three buzzwords were on the minds of those who attended a community meeting on Wisconsin Avenue: disappointment, drive-through and destination.

"As we see our city changing for the better, I can see the potential of Wisconsin Avenue becoming a destination for neighborhoods on each side," Mayor Tim Hanna said at Thursday's event.

More than 30 residents, business owners and community leaders came to the meeting, held at the Refuge on Ballard Road. The Fox Cities Chamber of Commerce hosted the event as part of its week-long Young Professionals Week.

Song Siebert, owner of Song's Cuisine on Wisconsin Avenue, said people had warned her that the street wasn't lively enough to own a stable business.

"I hear a lot from people who say it's a dying area and that I should pick another location," she said.

She suggested that having more outdoor space, including benches or outdoor patios for restaurants, could make a big difference.

Hanna said it's part of the city's responsibility to help business owners like Siebert thrive.

The group talked about making a "wish-list" of small items such as murals, benches or vertical gardens that community members or business sponsorship could complete.

Karen Harkness, the city's economic development director, and Aldermen Vered Meltzer and Christine Williams attended the discussion, in addition to members of the Fox Cities Regional Partnership and the chamber.

Meltzer, whose district encompasses the eastern portion of Wisconsin Avenue, said focusing on beautifying the street wasn't superficial thinking, but could change the perception for pedestrians and residents.

"I feel like Wisconsin Avenue is waiting," he said. "The attitude now is like it needs salvation. We should look at it like a big, awesome blank canvas."

Appleton is now working on updates to its comprehensive plan, last updated in 2010. The 2010 comprehensive plan includes a chapter on Wisconsin Avenue. The street is mostly commercial and retail space.

Business owners on the corridor could also combine to create a business improvement district through a majority vote. The owners would then pay more in taxes for a separate fund they would control to do streetscape improvements or similar improvements for the good of all businesses.

Madeleine Behr: 920-996-7226, or mbehr@gannett.com; on Twitter @madeleinebehr

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