Tomah, WI Downtown Master Plan by MSA Professional Services

CITY OF TOMAH Superior Avenue Circa 1900 (Provided by the Monroe County Historical Society)

Downtown | Master Plan VOLUME ONE

Engagement & | Public Existing Conditions

“A review of the existing conditions and public feedback provided during the Downtown planning process.”

Adopted 04/11/17

Acknowledgments P2-3 Public Process & Engagement P4-11 Land Use Conditions P12-19 Parking Study P20-23 Market Study P24-32

Acknowledgements Tomah residents, property owners, and business owners attended meetings, reviewed draft materials, and submitted comments that have improved this Plan.

City Council Nellie Pater, Mayor Mary Ann Komiskey, 1st District Luke Bohlen, 2nd District Mike Murray, 3rd District Chris King, 4th District Eric Prise, 5th District Lamont Kiefer, 6th District Wayne Kling, 7th District Larry Siekert, 8th District

Plan Commission Mayor Nellie Pater, Chairperson Tim Callahan Mary Ann Komiskey, Alderperson Bryan Meyer Eric Prise, Alderperson Brian J. Rice Tina Thompson, CVB President & CEO

City staff Roger Gorius, City Administrator Shane Rolff, Zoning Adminstrator/Building Inspector Kirk Arity, Director of Public Works Joe Protz, Director of Parks and Recreation JoAnn Cram, City Clerk Diane Webster, Deputy City Clerk Julia Mann, City Treasurer

Volume One

Public Engagement & Existing Conditions

Image Provided By: Monroe County Historical Society

Long Range Planning Committee Rick Carlson, Chair Nellie Pater, Mayor Jeff Holthaus Eric Prise, Alderperson Chris King, Alderperson Pete Reichardt Steve Peterson Jeremy Haldeman Tina Thompson, CVB President & CEO Joanne Westpfahl

MSA Professional Services Andrew Bremer, AICP, Project Manager Becky Binz, AICP, Project Planner Sarah McDonald, LA, Landscape Architect Stephen Tremlett, AICP, CNU-A, Urban Designer

Superior Avenue Circa 1890

Downtown Master Plan

City of Tomah, WI

Public Process & Engagement The City of Tomah is centrally located between Milwaukee and Minneapolis at the junction of Interstate 90 and Interstate 94. US 12 and WIS 21 help connect Tomah to four interchanges along the I-90 and I-94 corridors. The Empire Builder Train, which runs between Chicago and Portland/Seattle, provides a commuter train option from the Amtrak station on the north end of the Downtown.

Minneapolis

Tomah

AUG. 2015

CONNECT COMMUNITIES EVENT (Prior to Downtown Project)

NOV. 2015

LRPC MTG #1 Project Committee Kickoﬀ

JAN. 2016

PIM #1 Public Kickoﬀ & Initial Input

FEB. 2016

LRPC MTG #2 Existing Conditions & Branding COMMUNITY SURVEY I

MAR. 2016

LRPC MTG #3 Design Standards

La Crosse Milwaukee

APRIL 2016 LRPC MTG #4

Lighting & Public Use Projects MAY 2016

LRPC MTG #5 Wayfinding, Lighting & Public Use

Planning Area

JUNE 2016

LRPC MTG #6 Streetscaping & Wayfinding

As defined by this Plan, “Downtown Tomah” is shown on the map on the next page (purple border) with the general limits of Superior Avenue (both sides of the street), McLean Avenue (east side) and Kilbourn Avenue (west side) from the railroad tracks to Mason/Howard Street. The study area includes some additional properties on Clifton Street and Washington Street, but the primary focus is the aforementioned limits. The primary street through the corridor is Superior Avenue, which was last reconstructed by Wisconsin Department of Transportation (WisDOT) in 1989.

JULY 2016

LRPC MTG #7 Redevelopment & Market Study

AUG. 2016

LRPC MTG #8 Illustrations & Action Plan

OCT. 2016

Planning Process

PIM #2 Draft Actions Review

NOV. 2016

COMMUNITY SURVEY II

JAN. 2017

LRPC MTG #10 Draft Plan Review

This Plan was discussed and developed through a series of monthly LRPC meetings between November 2015 and January 2017 (see the Project Milestone side bar). All meetings were public meetings and traditionally noticed as such. In addition, two public involvement meetings were held for the express purposes of gather public input. Additional input and feedback was provided by two surveys conducted during this planning process with each resulting in roughly 500 responses. Also draft materials were posted on the City of Toman and Tomah Chamber of Commerce & Visitor Bureau’s websites during the planning process.

Volume One

Public Engagement & Existing Conditions

SEPT. 2016 LRPC MTG #9

Public Informational Meeting Prep

MAR.. 2017 LRPC MTG #11/PC

Public Hearing/Recommendation APRIL 2017 CITY COUNCIL

Plan Adoption

Project Milestones

13,300

PLANNING AREA MAP

Transitional Amtrak Station

Superior Ave

Council Creek

Cana dian P acific Railro ad

LEGEND City Limits Study Area Streams

Tomah M.S.

Public Library City Hall

Monroe St Fireman Park

McLean Ave

Kilbourn Ave

Tomah H.S.

XXX Annual Average Daily Traffic (2014)

11,300

Council St

Gillett Park

90 94

Aquatic Center

Clifton St 12

4,600

7,700

Mason St

131 6,000

3,200

Transitional

Downtown Master Plan

City of Tomah, WI

Public Process & Engagement Connect Communities:

Downtown Tour & Brainstorming Session Summary The City of Tomah joined the Connect Communities Program in 2015 with the help of the Tomah Chamber of Commerce and Visitors Bureau (see program description below). One the initial efforts in this new program, and as precursor to this downtown planning process, was a brainstorming session and downtown tour with two staff persons from the Wisconsin Economic Development Commission. There were 20-30 people in attendance during these events and resulted in the feedback described on the next page. Connect Communities program participants will have immediate access to experienced staff within the Wisconsin Economic Development Corporation (WEDC) and to the leaders within the Connect Communities Network. Program services include:

•

A ListServ/network group to get new ideas from staﬀ and other participating Connect Communities

•

Participation in Main Street Executive Director Workshops with a focus on downtown revitalization topics

•

An on-site visit from one of WEDC’s community development staﬀ to assist in identifying needs and oﬀering assistance

•

Training for your downtown director or board president

•

Roundtable discussion groups on pertinent topics held twice per year

•

Access to resources and training materials that have been developed for Wisconsin Main Street communities

•

Invitation to the annual Main Street Awards Program, plus eligibility to nominate a project for a Connect Communities award Webinars/regional training

Source: http://inwisconsin.com/community/assistance/connect-communities-program/

Volume One

Public Engagement & Existing Conditions

NEEDS IMPROVEMENT • Sidewalk conditions • • • • • • • • • • • • • • •

(weeds, cracks, cigarette butts, uneven settling) Dirty gutters pans (causing some minor flooding) Lack of aesthetic cohesiveness Street lights (need more eﬃcient lighting w/ oldtown feel) Visible garbage/litter Lack of signage along back parking areas Lack of wayfinding signage to parking areas Empty storefronts Paint continuity Building Maintenance Non-pedestrian building signage (perpendicular to road – walking viewpoint) Lack of streetscaping Corner visibility Unattractive storefronts Current aging street lights Lack of downtown eatery are one of the elements that (non-bar), especially later needs improvement into the evening Lack of grocers in downtown district

CHALLENGES • Lack of contrast/design of sidewalks • Lack of trees • Historic Character poor maintenance / covered up • Lack of Artwork / Sculptures • Lack of Seating • No bike amenities • Lack of ordinance enforcement • Upper levels not being maintained/updated • Negative regulatory signs (“no…” or “…prohibited”) STRENGTHS • Good supply of parking (but not visible) • Building Character • Planters (including plant changes to season) • Boulevards • 4 Interchanges • Unique businesses • Collaborative eﬀorts

• • • • • • • • • • • • • • • •

Gillett Park / Farmers Market / Music in Park Professional Services (that blend in good w/ retail) “Historic” Downtown Library (fountain to be added) Traﬃc Counts Redevelopment Opportunities Diversity of Uses City Council / Public Administration / Open to ideas cooperation Central Geographic Location South end ignored (opportunity) Hospital on south end to build VA Hospital Fort McCoy TID Kwik Trip Green Space (prototype for other Kwik Trips) Existing Seating Big City to the smaller surrounding communities

VISIONING • Green space / Water fountain • Art / Sculpture • Fix up TeePee Restaurant • Desire Wine Bar, Brewery, Bakery • Open-air market space • Bike path to Sparta • Commercial space incubator • Consistent signage • Redevelop poor condition buildings (condemn?) • Amtrak move out of downtown? • Ped/Bike overpass (over Superior) • Revolving Loan Fund (facade improvements) • Branding / Identity Revised • Courtyard Public Space • Connect park system • Beer garden • Amphitheater • Bring back additional events around 4th of July (out• • • • •

side of fireworks) Lake Festival Better continuity from motel/north end to downtown (people don’t keep going to downtown as they don’t realize it further down) Boulevards to the Interstate Purchase Railroad land More Trees

Downtown Master Plan

City of Tomah, WI

Public Process & Engagement Public Involvement

Meeting Summaries There were two public involvement meetings held during the planning process. The first was a kick-oﬀ meeting to introduce the project and to provide an opportunity for the general public to give some initial input. This was held on January 26, 2016 and roughly 30-40 people in attendance. The planning consultant provided a brief presentation about the project and conducted two activity stations to garner feedback. The first was a sticky wall station allowing participants a chance to provide branding themes to build oﬀ of should the City choose to rebrand themselves. The second station included an aerial map of the Downtown and a comment form. The form directed participants to provide comments on Downtown assets, priority redevelopment sites, public safety concerns, appearance issues, and desired uses and development. The map on the next page documents the locational responses. The summary below describes the general comments garnered from these activities.

1. Poor Storefront Conditions/Designs. “I feel the City must have more say in the look of downtown businesses and their store fronts.”

2. Need parking, streetscaping and pedestrian crossing enhancements. “I agree more greenscape throughout the downtown; better signage for parking; improve public parking lot lighting and provide shaded areas (trees).” | “Better pedestrian safety downtown.”

3. More (variety of) businesses and, in general, more hours of operation. “More “sit-down” locations that do not involve alcohol, and more evening and weekend retail hours (increases employment).” | “Variety of shopping, less consignment shops and low end stores. More Café/deli restaurants.” | “Arts and crafts, business that highlights small town charm (butcher/ baker), supper club, sports bar/pub, lodging opportunities.”

4. Like the recent direction of City eﬀorts. “I like the direction the City is going with Holy Smokes and So. Side Center.” | “Police station downtown looks great.” The second public involvement meeting was held on October 25 with approximately 25-35 in attendance. At this meeting the planning consultant walked through a presentation explaining the varying draft strategies suggested for Downtown Tomah based on all the data and feedback

Volume One

Public Engagement & Existing Conditions

“Three of the most often asked questions that I hear from former residents is “what happened to all the trees”, “why are there no cars parked in front of the stores on Superior”, and “there are no pedestrians on the street.” - PIM Participant

processed through the project. All relevant maps and illustrations were posted throughout the room, allowing all participants a chance to review them in more detail. The response received at this meeting was very positive and allowed the planning consultant to complete a final draft for review by the LRPC, City Plan Commission, and City Council.

PUBLIC MEETING ! ( COMMENT MAP SUMNER

! (

GTO N

BENTON

ALLEY

CLARK

WAS HIN

WASH IN

GTON

! (

ALLEY

WOODARD

ALLEY

NOTT

SUMNER

CADY

WOODARD

MCLEAN

ALLEY

JACKSON

! (

ALLEY

BROWNELL 6

ALLEY SUPERIOR

ALLEY

CLARK

ELM

WOODARD

SARATOGA

! ( 5

ALLEY LACROSSE

LACROSSE

KILBOURN

! ( ! ( ! ( ! (

MILWAUKEE

ALLEY

SUPERIOR

MCCAUL

MONOWAU

JUNEAU

SUPERIOR

JUNEAU

ALLEY

JUNEAU

! ( ( (! ! ( ! ! ( ( ! (! ! (

JUNEAU

COUNCIL

121

COUNCIL

! ( 141

Downtown Master Plan

HOLTON

ALLEY

MADISON

ALLEY

Bad sign colors and poor readability (e.g., size of text, destination name length, etc.) identified by survey respondents and PIM participants

JUNE

JUNEAU

194

ALLEY

COUNCIL

STOUGHTON

COUNCIL

KILBOURN

26 142 232

ALLEY

( ! (! (! ! ( 231

HOLLISTER

JUNEAU

! (

SUPERIOR

OAK

MONOWAU

ALLEY

! (

ALLEY

CIRCLE

KILBOURN

OAK

MCLEAN

MONROE

City of Tomah, WI

Public Process & Engagement Community Survey I

The full results of the survey are on-file with the City Clerk.

An initial community survey was administered to gather feedback a wide-range of topics related to the Downtown. The 38-question community survey was available at the City Hall and online (via surveymonkey.com) from January 26, 2016 to February 12, 2016. In total, 488 surveys were returned. For the size of the community (roughly 9,328 people), the number of responses is statistically significant with a 5% margin of error, and thus, provides an accurate snapshot of consumer opinions and shopping habits.

Downtown Tomah Shopping Questions At least 50% of the respondents go out 1-2 times a week to do grocery shopping (57%) and purchase gasoline (54%) in Tomah. Yet, the majority go outside of Tomah 1-2 time a week for restaurant/cafe establishments (65%), non-grocery retail shopping (76%), and fast food restaurants (48%).

Of those that responded, 85% either work and/or live in Tomah. The mix of respondents was significant with the majority being female (71%), between the ages of 2544 (45%), married (75%), and with an annual household income of $50,000-$99,999 (52%). A quarter of those responding have at least one child under the age of five, and roughly two-thirds have at least one child ages 5-9, 10-14 and/or 15-17.

When asked what attracts them to shop in Downtown Tomah, the top five answers were convenient location (78%), friendly service (73%), non-chain stores - buy local (72%), ability to walk to multiple businesses (60%), and quality of products/services (60%). The majority felt the poor selection of goods/services (74%), limited hours (60%), and high prices (54%) were the disadvantages of shopping in Downtown Tomah. In order to get more of their business, the top five responses were a need for more variety of stores/establishments (69%), better selection of merchandise (50%), more places to eat (48%), more competitive pricing (46%) and evening hours - open later (44%). When asked specifically what types of restaurants/eateries are needed in Downtown Tomah, most responded with family (sit-down) restaurant (63%), supper club (60%), bakery (59%), and deli (48%). At least a third of the respondents desired a store that supplied clothing (58%), organic/local foods groceries (42%), arts and crafts supplies (42%), books (42%), game/toys/hobbies (38%), sporting goods (35%), and fabric/sewing/yarn supplies (34%).

Shopping Habits Questions Eight-six percent of the respondents do their grocery shopping in Tomah with ten percent shopping in the La Crosse Area. For their non-grocery needs, the majority shop in the La Crosse area (63%) with 19% shopping in Tomah and an additional 13% primarily shopping online. The majority of respondents only go out to eat 1-2 times a month for breakfast (89%), lunch (65%) and dinner (65%); however, roughly thirty percent go out 1-2 times a week for lunch and dinner. When asked what are important factors to where they shop, the top three responses were quality (93%), selection (90%), and price (80%). The best time for consumers to shop during the week is from 4pm-7pm (65%) and 10am-4pm on the weekend (76%).

How often respondents frequent specific business types in Tomah and elsewhere. Grocery Shopping Non-Grocery Retail Shopping Gasoline Restaurant/CafĂŠ (non-fast food) Fast Food Restaurant Personal Care Professional Services Tavern/Bar

Volume One

No more than 1--2 time es a Month

1-2 times a Week

More than 2 times a Week

Tomah

Elsewhere

Tomah

Elsewhere

Tomah

Elsewhere

13%

91% 86% 87%

57%

38% 76% 40%

30% 4% 21%

87% 92% 94% 96% 95%

26%

65% 48% 32% 31% 18%

12% 9% 3% 1% 4%

3% 1% 1% 1% 1%

68%

25% 62%

56% 88% 93% 91%

Public Engagement & Existing Conditions

27% 54% 34%

9% 5% 6%

3% 2%

Community Survey II A second community survey was administered to gather feedback on several of the draft implementation strategies, including new community logos and streetlight alternatives. The 18-question community survey was available online (via surveymonkey.com) from October 18, 2016 to November 21, 2016. In total, 527 surveys were returned. For the size of the community, the number of responses is statistically significant with a 4% margin of error. Of those that responded, 81% either work and/or live in Tomah.

The full results of the survey are on-file with the City Clerk.

City Rebrand Questions The current logo received an average rating of 3.5 out 5 stars with nearly half of the respondents rating it a “4” or “5” and another 38% rating it a “3”. The four new logo options ranged between 1.35-2.77. Only 2% strongly disliked the current logo with 15% strongly liking it. When asked to rank all the options presented, 60% of the respondents selected the existing logo as their preferred choice. There were three taglines reviewed in the survey with two playing oﬀ the same “connections” theme and the third being one of the current taglines being used (“Cranberry Country”). Both of the new taglines rated below the current tagline (i.e., 2.50 and 2.63 as compared to 3.77 for the existing).

When asked to rank the below elements based on the need to improve the current conditions, the respondents average rankings were:

1. 2. 3. 4. 5. 6. 7.

Vacant Storefronts/Buildings Building Conditions Business Mix/Options Streetscape Landscaping/Trees Housing Mix/Opportunities Community Wayfinding Signage

Level of importance to make the below Downtown streetscape improvements in the next 5-10 years. Streetscaping Improvements

Rating Avg.

Not / Low Importance

(Very) Important

Moderate

Add more street furniture (benches, trash receptacles, bike racks, etc.)

3.42

21%

28%

51%

Improve crosswalks (bumpouts, enhanced striping, material change, etc.)

3.29

25%

31%

44%

Add landscaping (street trees, planting beds, planters, etc.)

3.18

30%

29%

41%

Improve signage of destinations and parking

3.11

26%

41%

33%

3.11

30%

36%

35%

3.03

35%

30%

35%

Replace the street lighting Enhance the sidewalks (widen, decorative paving, etc.)

Level of importance to pursue the below Downtown development strategies in the next 5-10 years. Development Strategy

Rating Avg.

Not / Low Importance

(Very) Important

Moderate

Provide public grants/loans for facade improvements

4.22

Incentives to redevelop vacant/blighted properties

3.99

24%

70%

Promote New Downtown Housing

3.70

11%

28%

61%

Expand Downtown events / increase marketing efforts

3.66

11%

28%

60%

City purchasing sites to actively redevelop problem sites

3.32

19%

39%

42%

Improve Codes/Standards Guiding Development

2.79

39%

37%

24%

Downtown Master Plan

16%

83%

City of Tomah, WI

Land Use Conditions Future Land Use Th e future land use (FLU) categories identify areas of similar use, character and density per the City’s Comprehensive Plan. These classifications are not zoning districts; however, they do identify those zoning districts that currently fit within each FLU category. In the side bar is the current future land use map, which shows mostly Downtown Mixed Use with some tracts in commercial, industrial and medium-density residential in the study area.

12 £ ¤

Downtown Mixed Use (DMU): intended to provide a unique mix of commercial, residential, public and related uses in a pedestrian-friendly environment. It is expected that the Downtown area will continue to include a mix of retail and service commercial, office, institutional, higher density residential, public uses and/or park and recreation uses. Uses in the DMU area are expected to be integrated both vertically and horizontally. Acceptable zoning districts include: Business (B), Multi-Family Residential (R-3), and Zero Lot Line Residential (R-6).

Industrial (I): intended for light or heavy manufacturing, warehousing, distribution, wholesale trade, accessory offices, and similar uses. Acceptable zoning districts include: Limited Industrial (M1), General Industrial (M-2), and Highway Industrial (M-3). Commercial (C): intended for retail, service, and office uses that serve neighborhood, community and regional markets. Examples include large retail and service businesses, offices, clinics and health care facilities, hotels, restaurants and entertainment businesses, storage, and automobile sales and services. The type and size of uses will be determined by location and market forces. Acceptable zoning districts include: Business (B), Office Business (B-1), and Highway Business (B-2).

Medium-Density Residential (MDR): intended for housing with densities that range from two to five units per acre and are predominately single-family detached units with the potential for some duplex, fourplex, and other lower density attached housing developments. Acceptable zoning districts include: Single-Family Residential (R-1), One and Two-Family Residential (R-2), and Zero Lot Line Residential (R-6).

Zoning Per the City’s Zoning Map, the majority of the planning area is in the Business (B) zoning district. This includes commercial properties, as well as many existing single-family homes, along McLean Avenue, Superior Avenue, Kilbourn Avenue and cross streets between. There are also a few properties that are shown in residential zoning districts (i.e., R1, R-2 and R-3 districts), M-2 General Industrial district and C-1 Conservancy district (i.e., Gillett Park).

Volume One

Public Engagement & Existing Conditions

Planning Area Roads

Railroads

City of Tomah

Interstate

Town Line

Tax Parcels

State

Lakes Streams

Future Land Use

County

Rural Lands

Local

Rural Residential

Private

Rural Commercial

Medium Density Residential

Industrial

High Density Residential

Public and Institutional

Planned Neighborhoods

Park and Open Space

Downtown Mixed Use

Transportation

Commercial

Natural Resource Protection

Business Park

Future Land Use Map

SUMNER

ZONING MAP

CLARK

M-2 General industrial district

ALLEY

BENTON WASH IN

ALLEY

WOODARD

NOTT

ALLEY

WOODARD

FOSTER

ALLEY

LEGEND ALLEY

ALLEY

CADY

M-3 Highway industrial district

C-1 Conservancy district

R-1 Single-family residential district

R-2 One- and two-family residential district

ALLEY

R-3 Multifamily residential district R-4 Manufactured home residential district

EAST

MONROE

EAST

ALLEY

GLENDALE

PRIVATE RD

KILBOURN

ALLEY

SUPERIOR

HOLTON

B Business district

ALLEY

CLIFTON

HOWARD

MASON

KILBOURN

ALLEY

RIOR 131

CLIFTON

R-3 Multifamily residential district

CAMERON

MCLEAN

HOLLISTER

STOUGHTON

ALLEY

FAIR

M-1 Limited industrial district

COUNCIL

ALLEY

MADISON

HOLTON

MONOWAU

JUNEAU

KILBOURN

ALLEY

SUPERIOR

OAK

JUNEAU

COUNCIL

PRIVATE RD

JUNEAU

PRIVATE RD

MONOWAU

MILWAUKEE

ALLEY

KILBOURN

SUPERIOR

MILWAUKEE

WOODARD

LACROSSE

ROW

ALLEY

LACROSSE LACROSSE

MCCAUL

ALLEY

OAK

ALLEY

R-5 Mobile home district

FARMER

ELM R-2 One- and two-family residential district

M-2 General industrial district

B-2 Highway district WISCONSIN

SUPERIOR

SARATOGA

M-1 Limited industrial district

B Business district

KING

I Institutional district

BROWNELL I Institutional district

A-1 Agricultural district

WISCONSIN

PACKARD

Study Area

WISCONSIN

ALLEY

C-1 Conservancy district R-1 Single-family residential district

EAST

ALLEY MCLEAN

CLARK

HOLLISTER

CADY

NOTT

SUMNER

PEARL

GTON

ALLEY

JACKSON

GLENDALE

JOHN

MONROE

HOLLISTER

WILLIAMS

A-1 Agricultural district

600

Feet 1,200

GRAIN

Downtown Master Plan

City of Tomah, WI

Land Use Conditions

FARMER

EAST

MARY KAY

EAST

PRIVATE RD

SIME

PRIVATE RD

GLENDALE

WOODARD

COUNCIL

MONOWAU

KILBOURN

ALLEY

KING

ALLEY ALLEY ALLEY

ALLEY ALLEY

SUPERIOR

ALLEY

ALLEY CAMERON

ALLEY

CAMERON

SUPERIOR LOGAN

LOGAN

GRAIN

131

ELIZABETH

LOGAN

KILBOURN

MASON

HOWARD

SUPERIOR

MCLEAN TRUMAN

CLIFTON

ALLEY

SUPERIOR

SCHALLER

SUPERIOR

DAWNEE

CT LEE

3. Installation, construction or reconstruction of streets, util-

JUNEAU JUNEAU

COUNCIL

HOLTON

2. Acquisition of real property and demolition, removal or rehabilitation of buildings and improvements on the property where necessary to eliminate unhealthful, unsanitary or unsafe conditions, lessen density, reduce traﬃc hazards, eliminate obsolete or other uses detrimental to the public welfare, to otherwise remove or prevent the spread of blight or deterioration, or to provide land for needed public facilities.

JUNEAU

COUNCIL

PRIVATE RD

MONOWAU

OAK JUNEAU

DONNA

ALLEY

KILBOURN

LACROSSE

MILWAUKEE

ALLEY

SUPERIOR

OAK UKEE

MONROE

WISCON SIN

ALLEY

MONROE

LACROSSE

GOODLAND

sory repair and rehabilitation of buildings or other improvements.

TAX INCREMENTAL DISTRICT #8

ALLEY

SARATOGA

STOUGHTON

1. Carrying out plans for a program of voluntary or compul-

ALLEY

BROWNELL

MONOWAU

TID #8 was created as a Rehabilitation and Conservation TIF District. Per State Statute, “rehabilitation or conservation work” includes any of the following:

GTO N

WOODARD

ALLEY

SUPERIOR

ALLEY

SUPERIOR

MCLEAN

ALLEY

CLARK

NOTT

WOODARD

SUMNER

WASH IN

JACKSON

GLENDALE

ALLEY

INGT

ALLEY

WASH

WISCONSIN

As shown in the map on the right, the majority of the Downtown is in Tax Incremental Finance District (TID) #8. The current status of Wisconsin state legislation allows TID #8 to have a 22-year expenditure period (i.e. through May 12, 2037) and a maximum life of 27 years (i.e. through May 12, 2042), not including potential extensions of three additional years. The District boundary may be amended only four times during the life of the TID under current law. On September 13, 2016, the first territory amendment to TID #8 was approved by City Council. In addition, the City may also amend the project types and costs at any time during the 22-year expenditure period. There are no limitations to the number of times the City can complete a non-territory Project Plan amendment

SUMNER

TIF District #8

90E

ities, parks, playgrounds, and other improvements necessary for carrying out the objectives of the urban renewal project.

Existing Land Use As shown in the map on the next page, the core of the Downtown has a good mix of uses (i.e. residential, retail, office, civic and public); however, the broader study area is heavy on single-family residential (represents 34% of the Downtown area). Weakness of the Downtown are the lack of restaurants, retail, entertainment venues, and vacant/open lots, including an extensive number of vacant upper-floors. A strength of the Downtown is the public and civic buildings, which provides strong anchors to the downtown. Notable is the low percentage of the Downtown dedicated to off-street parking. As long as on-street parking is efficiently handling the parking demand (see the Parking Study on page 20), this is a benefit as more land is dedicated to taxable uses.

Volume One

Public Engagement & Existing Conditions

Downtown Existing Land Uses Table

PARCELS Retail Non-Food Service Food Service Office Public & Civic Single-Family Multi-Unit Residential Parking Vacant/Open Industrial & Storage TOTAL

ACRES

24 40 18 22 24 145 7 15 26 4 325

7% 12% 6% 7% 7% 45% 2% 5% 8% 1% 100%

192,902 492,588 151,318 178,541 544,575 1,105,314 68,390 153,050 335,893 49,663 3,272,233

6% 15% 5% 5% 17% 34% 2% 5% 10% 2% 100%

EXISTING LAND USE MAP

INSET AREA

ALLEY

WOODARD JUNEAU

JUNEAU

ALLEY

FARMER

KING

SUPERIOR

ALLEY

WISCONSIN

EAST

ALLEY

SUPERIOR

Retail & Service

Residential

Food & Beverage

Public & Institutional

Office

Park

ALLEY

Parking Secondary Use

KILBOURN

131

MASON

Vacant

CLIFTON

ALLEY

HOWARD

Industrial & Storage

a Primary Use

CAMERON

MCLEAN

COUNCIL

PRIVATE RD

KILBOURN

ALLEY

MADISON

ALLEY

STOUGHTON

COUNCIL

HOLTON

HOLLISTER

JUNEAU

ALLEY

JUNEAU JUNEAU

JUNEAU

MONOWAU

PRIVATE RD

GLENDALE

ALLEY

OAK

SUPERIOR

JUNEAU

COUNCIL

JUNEAU

PRIVATE RD

MONOWAU

JUNEAU

MILWAUKEE

ALLEY

MCLEAN

SUPERIOR

MILWAUKEE

FAIR

WOODARD

KILBOURN

ALLEY

SUPERIOR

LACROSSE

MONOWAU

ALLEY

EAST

MONROE

WISCONSIN

ALLEY

SUPERIOR

MCLEAN

OAK

LACROSSE LACROSSE

BROWNELL MILWAUKEE

WISCONSIN

MONROE

MONOWAU

SUPERIOR

ALLEY

SARATOGA

SUPERIOR MONROE SUPERIOR

ALLEY

WOODARD

CADY

ALLEY

MILWAUKEE

SARATOGA ELM

MONROE

LACROSSE

FOSTER

ALLEY

CLARK

HOLLISTER PACKARD

MCCAUL

ALLEY LACROSSE

CADY

ALLEY

SUMNER

PEARL

MONROE

NOTT

ALLEY

NOTT

EAST

ALLEY

JACKSON

GTON

ALLEY

JACKSON

ALLEY

WASH IN

GLENDALE

JOHN

MCLEAN

ALLEY

BENTON

SUPERIOR

MCLEAN

UMNER SUMNER

AM WILLL AAMS WILLI

TOWNLINE

Upper-Story Residential

Downtown Master Plan

600

Feet 1,200

City of Tomah, WI

Land Use Conditions WAS HING TO

ALLEY

BENTON JOHN

ALLEY

Acres

WOODARD

NOTT

a BuildingCondition ALLEY

ALLEY

No Building Good

MONROE Fair to Poor

Poor

KILBOURN

ALLEY

JUNEAU JUNEAU

KILBOURN

ALLEY

Volume One

Public Engagement & Existing Conditions

ALLEY CAMERON

ALLEY

CAMERON

CLIFTON

MASON

KILBOURN

HOWARD

131

ALLEY

MCLEAN

HOLLISTER

STOUGHTON

ALLEY

SUPERIOR

HOLTON

215 E Clifton St

EAST

GLENDALE

JUNEAU

COUNCIL

JUNEAU

PRIVATE RD

JUNEAU

ALLEY

SUPERIOR

OAK

JUNEAU

EAU

PRIVATE RD

MONOWAU

202 E. Washington St

MILWAUKEE ALLEY

ALLEY

SUPERIOR

MILWAUKEE MCLEAN

WOODARD

LACROSSE

SUPERIOR

OAK

LACROSSE LACROSSE

EAST

Fair

n ALLEY

MONROE

SARATOGA

Good to Fair

ALLEY

MCLEAN

SUPERIOR

SARATOGA

PRIVATE RD

In general, buildings within the Downtown are in fair to good condition (82% of downtown parcels). However, there are a few sites that are vacant or have dilapidated buildings that potentially would cost more to update than to tear down. These parcels are primarily located in the southern portion of the Downtown. Notably there are two larger parcels with buildings in poor conditions (i.e., 202 E. Washington Street and 215 E Clifton Street).

FOSTER

ALLEY

WOODARD

ALLEY

NOTT

ALLEY

158 49% 1,732,449 53% 62 19% 509,904 16% 46 14% 351,219 11% 27 8% 170,652 5% 5 2% 140,001 4% 27 8% 368,008 11% 325 100% 3,272,233 100%

CLARK

SUMNER

Good Good-Fair Fair Fair-Poor Poor No Building TOTAL

HOLLISTER

Parcels

WASH INGT ON

JACKSON

BUILDING CONDITIONS MAP

GLENDALE

SUMNER

The map on the right illustrates the building conditions within Downtown. This is not an evaluation of the structural integrity of the building, but rather a subjective opinion of the condition based on the exterior appearance as viewed from the street.

LIAMS HOLLISTER

Building Conditions

ALLEY

NOTT

WOODARD

ALLEY

0.0

4.1-8.0 MONROE

ALLEY

>8.0

KILBOURN

ALLEY

JUNEAU JUNEAU

JUNEAU

KILBOURN

ALLEY

PRIVATE RD

COUNCIL

ALLEY

STOUGHTON

ALLEY

SUPERIOR

HOLTON

CAMERON

ALLEY

CAMERON

CLIFTON

HOWARD

MASON

KILBOURN

ALLEY

131

HOLLISTER

EAST

GLENDALE

JUNEAU

PRIVATE RD

JUNEAU

ALLEY

SUPERIOR

OAK

JUNEAU

COUNCIL

PRIVATE RD

MONOWAU

EAU

MILWAUKEE

ALLEY

MCLEAN

SUPERIOR

MILWAUKEE

Tax Exempt

WOODARD

LACROSSE

SUPERIOR

OAK

LACROSSE LACROSSE

SARATOGA

2.1-4.0

ALLEY

SUPERIOR

0.1-2.0

EAST

MONROE

► Strong Contribution. More than half of the parcels in the Downtown (55% of parcels) are contributing significantly to the tax base (i.e., more than 4.0 — shades of green)

► Potential Reinvestment. Roughly 15% of the Downtown parcels are strong candidates for redevelopment/ reinvestment (as they are not contributing significantly to the tax base) with a high concentration along Washington Street and Clifton Street.

Value Ratio

SARATOGA

Three important factors are evident:.

► Non-Taxable Development. There is a significant amount of civic and public properties in the Downtown that do not contribute to the tax base. As noted in this Plan, these uses are beneficial to the Downtown as the central hub of the City. However, expansion of non-taxable development, especially oﬀ-street parking lots, should be minimized as much as practical unless needed to serve new uses.

FOSTER

ALLEY ALLEY

5% 13% 20% 35% 7% 20% 100%

ALLEY

5% 175,243 9% 420,589 20% 647,458 46% 1,137,325 9% 234,635 11% 656,984 100% 3,272,233

MCLEAN

WOODARD

NOTT

Acres %

ALLEY

JACKSON

GTON

GLENDALE

SUMNER

ALLEY

WASH IN JACKSON

MCLEAN

15 30 65 150 30 35 325

JOHN

CLARK

0.0 0.1-2.0 2.1-4.0 4.1-8.0 More than 8.0 Tax Exempt/No Data TOTAL

GTO N

BENTON

HOLLISTER

Parcels #

WAS HIN

PROPERTY VALUE RATIO MAP

SUMNER

Land and improvement (building) values are assessed annually for tax purposes and provide an objective evaluation of the state of properties within the City; with the exception of tax exempt properties for which no data exists. The map on the right illustrates the ratio of improvement value to land value within the Downtown. In general, strong candidates for redevelopment are properties with improvements valued at no more than twice the value of the land (0-2.0 ratio).

LIAMS

HOLLISTER

Property Value

Downtown Master Plan

City of Tomah, WI

Land Use Conditions Site Significance

Strong Contribution

The following text and map on the right illustrate the strengths and weaknesses in the Downtown.

Site Significance

Parcels #

Acres %

Destination Open Land Parking Vacant

14 9 14 17

Historic Quality DOWNTOWN

41 235

6% 4% 6% 7% 17%

490,832 101,706 244,227 126,701 232,870 3,272,233

15% 3% 7% 4% 7%

► Historic Buildings provide a sense of history and can have a positive influence on the Downtown overall character/image (if maintained properly and historic elements remain visible to the public eye). There are a significant number of properties with historic character on Superior Avenue between Council Street and Monroe Street. As discussed in the side bar on the right, many have kept their historic integrity, but need some reinvestment to their facades. Tomah Cash Mercantile Company

Strong

Fair Weak Contribution

(Provided by the Monroe County Historical Society)

► Public/Civic Uses bring residents and activity to the Downtown. They also can be catalysts for redevelopment (if built and maintained with quality materials and design). ► Destination “Businesses” bring residents and visitors to the Downtown. ► Parking Lots are necessary in order to bring in customers to the area; however, they can be detrimental to the look of a Downtown if not properly buﬀered from the street. ► Vacant/Open Land are buildings/sites that stand out because they lack activity. These properties can impact the overall feel of the Downtown and should be a high priority for reinvestment and/or redevelopment.

Volume One

Public Engagement & Existing Conditions

Historic Contribution

Parcels #

Strong Fair Weak

6 22 13 TOTAL

15% 54% 32% 100%

Future Land Use Map

SITE SIGNIFICANCE MAP

INSET AREA

ALLEY ALLEY

WOODARD

EAST

KILBOURN

ALLEY

KING

ALLEY

SUPERIOR

KILBOURN

COUNCIL

PRIVATE RD

KILBOURN

ALLEY

MADISON

Site Significance Historic Character

ALLEY

SUPERIOR

ALLEY

STOUGHTON

COUNCIL

HOLTON

CAMERON

Strong Character

Parking Lot

Fair Character

Open Land

Weak Character

For Sale (as of 12/2015) CLIFTON

For Sale

MASON

KILBOURN

HOWARD

R 131

ALLEY

Destination

Vacant Building

ALLEY

CAMERON

MCLEAN

HOLLISTER

JUNEAU

ALLEY

JUNEAU

EAST

GLENDALE

JUNEAU

MONOWAU

PRIVATE RD

JUNEAU JUNEAU

WISCONSIN

ALLEY

PRIVATE RD

ALLEY

OAK

SUPERIOR

JUNEAU

COUNCIL

JUNEAU

MILWAUKEE

MONOWAU

SUPERIOR

EAST

ALLEY

KILBOURN

ALLEY ALLEY

MCLEAN

SUPERIOR

MILWAUKEE

FAIR

WOODARD

LACROSSE

SUPERIOR

LACROSSE LACROSSE

MONOWAU

WISCONSIN

ALLEY OAK

MCCAUL

MONROE SUPERIOR

ALLEY ALLEY

SUPERIOR

MCLEAN

MONOWAU MONROE

FARMER

WOODARD ALLEY

CADY

SARATOGA WISCONSIN

MONROE

BROWNELL MILWAUKEE

MILWAUKEE

ALLEY

CLARK

HOLLISTER

FOSTER

SARATOGA

ELM

LACROSSE

ALLEY

LACROSSE

CADY

ALLEY

SUMNER

PACKARD

MONROE

NOTT

SUPERIOR

ALLEY

NOTT PEARL

MONROE

ALLEY

JACKSON

ALLEY

WASH INGT ON

GLENDALE

JOHN

SUPERIOR

ALLEY

BENTON

KILBOURN

MS ILLLIAAMS WILLI W

TOWNLINE

Downtown Master Plan

600

Feet 1,200

City of Tomah, WI

Parking Study The availability of parking can leave a lasting impression on how people view, or how often they visit a downtown. Convenient parking is considered a sign of welcome. Parking that is difficult to find, inadequate, or inconvenient will frustrate users and can make people reluctant to visit a particular location. In order to understand the existing parking inventory within Downtown Tomah, a parking study was conducted. The purpose of the study was to observe current utilization of existing parking spaces within the Downtown and to identify specific issues and opportunities related to existing parking infrastructure.

Methodology The occupancy of parking spaces was documented by observing the number of occupied parking spaces during what is considered the peak period for parking demand within the planning area. This peak period was determined to be on weekdays during normal business hours and Saturday afternoon. To minimize the impact of weather and seasonal variation, occupancy observations were conducted during fine weather conditions. Although parking occupancy observations were conducted during weekday peak periods, it should be acknowledged that other land uses have diﬀerent peak parking times (see table below). For example, a block with a popular bar may experience a peak parking period during Friday or Saturday evenings, when the rest of the planning area has relatively low occupancy rates. Parking occupancy refers to the accumulation of parking over the course of the day. Occupancy during peak periods is the primary measure of parking usage and the need for additional parking. Occupancy rates at or close to 100 percent are generally considered undesirable because motorists must hunt for available parking and/or may be tempted to park illegally or not stop at all. Thus when evaluating parking the “eﬀective” supply is preferred to full supply.

Weekday Banks and public services

The effective supply is the maximum number of parking spaces that can realistically be used within a given district. An effective supply “cushion” can help to protect against the inevitable loss of spaces resulting from temporary disturbances such as construction, mis-parked cars, etc. Parking supply is considered “effective” when approximately 80% of the parking spaces are occupied.

Inventory MSA counted all marked and unmarked parking spaces between 12 p.m. - 2 p.m. on December 3, 2015 and February 6, 2016. In total, the Downtown Core (as depicted on the map on the next page) can potentially park up to 1,130 vehicles at one time, excluding garage spaces (608 on-street and 522 off-street). See the map on the next page for more detailed results from the parking study. There is downtown overnight on-street parking restriction from 2 a.m. to 6 a.m. There is also a two hour parking limit Downtown between 9:00 a.m. - 5:30 p.m. (except on Sundays) along Superior Avenue and on cross streets between McLean Avenue and Kilbourn Avenue. Yet, there are no hourly limits on McLean Avenue or Kilbourn Avenue. Municipal parking lots have no hourly time limit, except for the McLean/Monowau Municipal Lot has a 2 hour limit from 8 a.m. - 6 p.m. On-street parking next to the former Chamber of Commerce building has a thirty-minute limit. The City does have minimum parking requirements that follow typical suburban “auto-dependent” zoning code requirements. Some property owners supply their own off-street lots; however the majority of these only provide a few spaces along the back of the building accessed from the alley. Thus, the primary parking supply is provided through on-street parking and Municipal off-street parking lots.

Evening Auditoriums

Weekend Religious institutions

Professional offices

Bars and meeting halls

Parks

Park and ride facilities

Hotels

Shops and malls

Schools, daycare centers

Restaurants

Factories/distribution centers

Theaters

Source: Victorian Transport Policy Institute 2007: Parking Management Strategies, Evaluation and Planning

Volume One

Public Engagement & Existing Conditions

LE DALE DA ND GLENDALE

LEY LEY ALLEY

KILBOURN

PARKING OCCUPANCY MAP

ALLEY

SUPERIOR

CLARK

SARATOGA

MONROE

12/3 2/6 Occupancy ALLEY

12/3 2/6

LACROSSE

WOODARD

EAST

ALLEY

EAST PRIVATE RD

ALLEY

SUPERIOR

GLENDALE COUNCIL

PRIVATE RD

ALLEY COUNCIL

Parking Occupancy was assessed on December 3, 2015 (from 12-2 pm) and on February 6, 2016 (from 12-2 pm).

ALLEY

KILBOURN

MCLEAN COUNCIL

CAMERON

ALLEY

STOUGHTON

ALLEY

HOLTON

CAMERON

JUNEAU

KILBOURN

OAK

JUNEAU

PRIVATE RD

MONOWAU

JUNEAU

MILWAUKEE

ALLEY

OAK

SUPERIOR

MILWAUKEE

40-59% 60% -79% 80%-100% No Data

ALLEY

SUPERIOR

LACROSSE

0% 1% - 19% 20%-39%

Parking occupancy (denoted on this map) is the percent of parking spaces that were occupied at the time evaluated. Blocks or parking lots with 80% of the potential parking spaces occupied are considered short on parking.

DATA SOURCES: BASE DATA PROVIDED BY MONROE COUNTY.

Downtown Master Plan

City of Tomah, WI

Parking Study Public Input & Observations

Typically where do you park?

Parking is always a concern within a shopping district, especially in downtowns. The primary public concerns generally stem from the ease to park and the distance required to walk to their destination(s). Through the community survey, public invovlement meetings, and observations from the planning consultant, the following statements can be made.

► Downtown parking is available and accessible. 94% of the survey respondents stated they park within a block from their non-work destinations, with 20% parking near the building entry. Only 1% of the respondents state they must park more than three blocks away. The parking study completed during this process (see prior page) supports the claims that parking is available and plentiful. ► Most use on-street parking. 84% of the respondents stated they typically park on the street when shopping Downtown, with 14% parking in municipal lots and 2% in private parking lots. ► There is a perception of a lack of parking. Per those that responded to the survey, 29% felt the lack of parking is a disadvantage of shopping Downtown. However, as noted in the above bullets, one can park relatively close to their location the majority of the time.

How far do you typically have to park from your non-work downtown destination?

► Lack of parking during Downtown events, especially for the elderly/disabled. Even though it has been found that parking is available in the Downtown, there were several comments related to available parking during Downtown events. This was especially of concern for those with limited mobility. ► Over night parking restriction can have a significant impact on residential uses. This Plan suggests additional residential units in the Downtown is a cornerstone to its success, including conversion of upper stories to residential units. This would require dedicated parking on private property, as parking on the street or in Municipal lots are prohibited. This may be a barrier to re-using upper stories for residential uses, as well as reduce the density possible in new multi-unit residential projects (as more land will be dedicated to parking).

Survey Results 22

Volume One

Public Engagement & Existing Conditions

â&#x2013;ş Parking Signage is limited and needs to be enhanced. Parking signage helps to direct motorists to the various parking options available in the downtown, which helps to reduce confusion and promotes the ease and convenience of shopping in the district. However, the current parking signage is small (or not consistently marked on community signs), which minimizes its eďŹ&#x20AC;ectiveness.

Results Parking supply is not the issue within Downtown Tomah, as the majority of the Downtown parking (i.e., on street spaces and oďŹ&#x20AC;-street lots) do not see parking occupancies above 80% of the spaces. Where there is elevated number of occupied parking areas is on Superior Avenue from Council Street to Milwaukee street; however,the cross streets and nearby McLean and Kilbourn Avenues remain heavily unparked. Therefore, the primary improvements should be educating employees where to park (leaving prime spots to the consumer), promoting the ease to park Downtown (including better signage), providing dedicated spaces to those with limited mobility (e.g., elderly and the disabled), and consideration to allowing overnight parking in municipal lots (reducing the need for dedicated residential parking lots on private property).

Downtown Master Plan

City of Tomah, WI

Market Study To identify Tomah’s strategic market position it is important to first evaluate the City’s existing marketplace - both in the local economy as well as the County as a whole. The results of this analysis will supply the markets and businesses in which Tomah shows a competitive advantage.

Resident Profile To more fully understand Tomah’s marketplace, it is necessary to review key area indicators to decipher residents’ spending potential and habits. This analysis will draw on Tomah’s market share within the County, as well as contrast these statistics to other comparable communities (i.e. Baraboo, Marshfield and Sparta). For this analysis, the demographics are based on each municipality’s convenience trade area, which is a generalized 7.5-mile radius from the central business district. See page 28 for more information on Convenience Trade Areas (CTAs).

Population by Area, Marketplace Comparison Table

Source: 2010 Census, ESRI Business Analyst **Tomah’s DTA was customized for this study and takes into account nearby marketplaces. The other DTA’s do not account for nearby marketplaces.

Age / Population, Regional Comparison Table

According to the 2010 US Census, the City of Tomah is the second most populous municipality in the County (9,093 - 20% of County) just behind the City of Sparta (9,602 - 21% of the County). The Wisconsin Department of Administration (DOA) projects Tomah’s population to grow by 20% by 2040; however, the growth rate is expected to slow between 2030 and 2040. This corresponds with the County’s growth projections, as shown in the graph on the right. As of 2010, Tomah’s Convenience Trade Area (CTA, refer to page 28) had 15,850 people, which is similar to Baraboo and Sparta, but roughly half the size of Marshfield. DOA projections for these comparable communities show both Baraboo and Sparta having similar growth during the same period, while Marshfield’s is projected to decline by six percent.

Volume One

City of Tomah

Monroe County

Wisconsin

9,093

44,673

5,686,986

Below 25 25Ͳ44 45Ͳ64 65 & Older Median Age

32.4% 26.3% 26.1% 15.2%

33.4% 24.2% 28.5% 13.9%

33.2% 25.4% 27.7% 13.7%

38.0

39.1

38.5

Source: 2010 Census

Age / Population, CTA Marketplace Comparison Table

Population & Age Demographic makeup has a direct impact on the types of businesses that can thrive in a community. Current population data suggests the existing or potential consumers that may patron area businesses, while population projections provides a snapshot to potential growth/contraction for demand of goods and services.

Tomah Baraboo Marshfield Sparta 9,093 12,048 19,118 9,602 15,850 20,988 27,690 16,627 29,418 70,835 46,530 36,220

Municipal Boundary CTA (7.5 mi radius) DTA (15 mi radius)**

Tomah CTA

Baraboo CTA

Marshfield CTA

Sparta CTA

15,850

20,988

27,690

16,627

Below 25 25Ͳ44 45Ͳ64 65 & Older Median Age

32.1% 24.8% 28.8% 14.3%

31.3% 26.1% 28.1% 14.5%

30.2% 24.0% 29.4% 16.5%

32.2% 24.9% 28.8% 14.2%

39.7

39.6

41.6

39.5

Source: ESRI Business Analyst

Population Change by Decade Graph 1980

1990

2000

2010

2020

2030

2040

14% 12%

Tomah Monroe County

10% 8% 6% 4% 2% 0%

Source: 1990 , 2000 and 2010 Census, WI DOA Estimates (vintage 2013)

Public Engagement & Existing Conditions

Age is another indicator for tastes, preferences and needs. Based on the 2010 Census, the City of Tomah’s median age is 38.0, which is lower than the County’s and State’s median ages (39.1 and 38.5, respectively). When looking at comparable marketplaces (see table on the previous page), all three have similar age breakdown as Tomah’s CTA.

Income Indicators Income indicators (e.g. per capita income, median family income, and median household income) help identify spending power (i.e. disposable income) within a trade area, which gives clues to consumer purchasing preferences. For example, as income rises so does spending on luxury items (e.g. buying name brand versus generic). Based on 2010-2014 American Community Survey data (shown in the table below), Tomah lags behind the County and the State in all three indicators. The City has seen the smallest percent change since 2000 in all income categories, except for median household income where Tomah did have a larger increase than the State. The Tomah CTA is at or above the comparable marketplaces in all income indicators (see graph on right).

2015 Income Trends, Marketplace Comparison Graph $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $0 Tomah

Sparta

Per Capita Income

Marshfield

Median Household Income

2010-2014 Income Trends, Regional Comparison Table Tomah Monroe County $$

Per Capita Income Median Family Income Median Household Income

$22,157 $53,245 $40,850

% Change from 2000

27.3% 24.2% 27.7%

Average Household Income

Wisconsin

% Change from 2000

$23,406 $60,555 $49,752

Baraboo

37.2% 38.1% 33.8%

% Change from 2000

$27,907 $67,232 $52,738

31.2% 27.1% 20.4%

Source: 2000 Census, 2010-14 ACS

The figure on the right illustrates the spending as percent of income for specific income brackets. The households with the least amount of money spends over 250% of its earnings. This is possible because many have alternative sources of income that go unreported (e.g. cash transactions and family assistance). Although their purchasing is limited, their overall consumption is equal to a household two to three times their reported income. Therefore, nondiscretionary items are likely higher than projected.

Spending as Percent of Income 300% 250%

258%

200% 150%

167% 146%

100%

131% 104%

50%

94%

86%

65%

0% $5,000 to $9,999

$10,000 to $14,999

$15,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $69,999

$70,000 and more

Source: 2013 Consumer Expenditure Survey

Downtown Master Plan

City of Tomah, WI

Market Study 25+ Educational Attainment, Regional Comparison Table

Educational Attainment Educational attainment can impact the type of jobs available to consumers, impacting their salaries and disposable income. This in turn aﬀects spending power and purchasing preferences. Based on American Community Survey (ACS) data, 26% of City residents have at least an Associate’s degree, which is similar to the County (27%) but lags behind the State’s average (roughly 37%). College and technical school graduation rates have been on the rise over the last decade, and Tomah is no diﬀerent with the percent of graduates increasing from 21% to 26% over the last decade. The percent of college and technical school graduates found in Tomah (29%) is slightly lower than the comparable marketplaces (Baraboo: 34%, Marshfield: 39%, and Sparta: 32%).

Tomah* Population 25 years and over Less than 9th grade

2.1%

5.1%

3.2%

9th-12th grade, no diploma

6.9%

6.7%

6.0%

High School Graduate (includes

38.5%

39.1%

32.4%

Some College, no degree

26.0%

22.2%

21.1%

Associate's degree Bachelor's degree

7.8% 14.5%

9.4% 12.5%

9.9% 18.1%

4.1%

5.0%

9.3%

Graduate or Professional Degree

Source: 2010-14 ACS * Significant data error

In the case of the Tomah CTA, the following can be generalized of a typical consumer:

► Enjoys time spent outdoors - boating, camping, hunting, fishing and/or working in their gardens,

Lifestyle Segmentation Lifestyle Segmentation is a holistic way of looking at a consumer’s demographic and socioeconomic data to gain information on their lifestyle and how they spend money. Of the 67 lifestyle classifications, the Tomah CTA is comprised of eight. The top four categories include: “Salt of the Earth” (27%), “Middleburg” (20%), “Traditional Living” (15%) and “Heartland Communities” (11%). While these groupings emphasize generalities, they are useful for identifying common elements of the largest consumer segments.

► Partial to trucks and SUVs which support their outdoor pastimes, ► Enjoys family-oriented entertainment such as theme parks, swimming pools and family restaurants, ► Prefers conducting business in person rather than online (e.g. banking, paying bills and purchasing insurance from an agent), and ► Are do-it-yourselfers.

LifeMode Groups, Marketplace Comparison Table Variables Family Landscapes GenXurban Cozy Country Living Midtown Singles Hometown Affluent Estates Middle Ground Senior Styles Rustic Outposts

Tomah 20.2% 7.4% 45.2% 7.9% 19.4% 0.0% 0.0% 0.0% 0.0%

Baraboo 17.3% 15.6% 18.2% 4.7% 6.6% 0.0% 22.3% 11.2% 4.1%

Marshfield 0.2% 25.0% 39.3% 5.0% 8.5% 3.1% 16.2% 2.8% 0.0%

Sparta 20.5% 13.0% 42.8% 0.0% 16.2% 0.0% 0.0% 0.0% 7.5%

Source: ESRI Business Analyst

Urbanization Groups, Marketplace Comparison Table Variables Urban Periphery Metro Cities Semirural Rural Suburban Periphery

Tomah 7.4% 22.6% 35.7% 34.3% 0.0%

Baraboo 15.6% 44.8% 21.4% 18.2% 0.0%

Marshfield 12.0% 34.2% 10.4% 32.9% 10.5%

Source: ESRI Business Analyst

Volume One

6,283

Monroe Wisconsin County 30,254 3,850,995

Public Engagement & Existing Conditions

Sparta 13.0% 5.9% 44.7% 36.4% 0.0%

The lifestyle classifications can be further broken down into two groups: LifeMode Groups and Urbanization Groups.

► LifeMode Groups have a shared experience like being born in the same time period. ► Urbanization Groups characterize segments according to where they live, ranging from large cities to the most rural farm lands. The predominant LifeModes in Tomah are “Cozy Country Living” (45% of the residents). “Family Landscapes” (20%) and “Hometown” (19%), which equates to “small town” living and is made up of empty-nesters as well as young families.

Resident Profile: Key Findings ► Lifestyle Segmentation: Most residents in the Tomah CTA are characterized as do-it-yourselfers. They prefer shopping at local stores, buying products made in the USA, and conducting business in person when possible. This suggests a need for businesses that oﬀer in-person services such as insurance agents, banking, financial planners, etc. Residents are also characterized as avid outdoor enthusiasts, which suggests a need for businesses providing equipment and/or services related to outdoor activities. ► Population: Wisconsin’s Department of Administration projects a 20% increase in population by 2040, which equates to an additional 1,837 people during this period. Population growth will have an impact on Tomah’s marketplace growth. ► Age: As more baby-boomers retire, the needs of this growing population will become an even greater challenge for communities large and small. The City of Tomah is no diﬀerent with 15% at or above age 65, which is slightly higher than the County and the State (14%). Tomah has an additional 26% between the ages of 45 and 64, which is lower than the County (29%) and the State (28%). Generally the demand for senior housing and assisted living facilities will increase in the coming decade. To help seniors “age in place”, the City

Tomah’s Urbanization Group is split primarily between Semirural, Rural and Metro Cities. Groups categorized as semirural and rural are living in housing that is generally more aﬀordable, located on both small and large lots. Those characterized as living in metro cities live in small cities and share an interest in city life and its amenities. Compared to the comparable marketplaces, Tomah’s population is most similar to Sparta. Yet there are some similarities to Baraboo; however, Baraboo has a roughly double the number of residents living in the “Metro Cities”. After review of this demographic data, Marshfield is least comparable to Tomah.

should look for ways to provide general goods in close proximity to these facilities. The presence of more seniors will likely increase the number of daytime customers (if services/goods are easily accessible).

► Income Indicators: The City has lower per capita and median family and household incomes, as compared to the County and State levels. These indicators impact the spending power of residents. The generalized population make-up suggests an increased demand for goods and services related to do-it-yourself projects around the home, affordable family entertainment and purchases related to outdoor recreation. ► Educational Attainment: The percentage of those with an Associate’s degree or higher in Tomah is still far below the State’s average, but is similar to the County. One way to improve an area’s job market and increase household incomes is to increase the educational attainment levels of its residents and oﬀer programs that teach skills that are in-demand. Thinking long-term, Tomah should partner with the Western Technical College to increase locally available educational opportunities that pay at least living wage salaries. According to Business Insider, jobs that require only an Associate’s degree and tend to have relatively high salaries include dental hygienists, web developers and registered nurses (which all had median annual wages between $60,000-$70,000 in 2012).

Downtown Master Plan

City of Tomah, WI

Market Study Retail Market Study A trade area is the geographic region that generates the majority of customers to a shopping area. A trade area can vary depending on the type of business; however, in general retail spending is broken into two trade areas - Convenience Trade Area and Destination Trade Area (see descriptions below). These trade areas are resident-based, and therefore do not account for tourist purchases.

► A convenience trade area (CTA) is the geographic area from which most consumers are coming in order to make regular purchases. Shopping convenience / proximity is the major driver, especially on purchases that are made frequently (e.g. gas and groceries). ► A destination trade area (DTA) is a larger geographic area from which customers are drawn to due to comparison shopping, brand loyalty, and price point. The DTA also includes consumers in rural areas who, out of necessity, drive further to get their convenience-type shopping (as none are located closer). Trade Areas Map

Volume One

Public Engagement & Existing Conditions

Tomah Trade Areas A trade area is typically generalized based on drive time or distance from a single point. However, there are other factors that can impact where consumers shop, such as business/retail mix, store types, and accessibility. Since community size can be directly linked to larger shopping districts having these other factors, those marketplaces cover a larger geographic area (i.e. having a greater pull factor). This premise is reinforced by the survey completed for the City of Tomah (see page 10). It showed a high percentage of consumers do non-grocery shopping (63%) in the La Crosse area. Non-grocery shopping goods usually require a more involved selection process as compared to convenience goods (e.g., groceries and gas). Larger communities typically oﬀer more options for these types of goods. To this end, it was important to establish how the nearby competing marketplaces will aﬀect Tomah’s trade areas. Therefore, each community surrounding Tomah received generalized trade areas based on their community size, as shown in the map below. Then using 800 Superior Avenue as the central point in Tomah, a 7.5-mile radius was created for the City’s convenience trade area (CTA). This covers about a ten minute drive from the City’s central node. The population of Tomah’s CTA is 15,850.

Tomah’s destination trade area (DTA) is based on a generalized 15-mile radius; however, it is drawn asymmetrical, contracting and expanding beyond the generalized 15-mile radius depending on its proximity to competing marketplaces. Since it is assumed that, if given a choice, individuals are more likely to shop in larger communities (with more options), Tomah’s DTA does not include areas within the convenience trade areas of nearby competing marketplaces (i.e. Black River Falls, Sparta, La Crosse, Westby, Hillsboro, Elroy, New Lisbon, Necedah and Wisconsin Rapids). Where there are no larger communities (i.e. north and south of the City), Tomah’s DTA expands significantly; however, never exceeding a 40-minute drive with the assumption that beyond this distance other marketplaces may be more attractive to consumers. In total, Tomah’s DTA covers approximately 1,200 square miles and includes roughly 30,226 people.

Based on the retail gap summary shown in the table below, Tomah’s marketplace is seeing significant leakage of sales to other marketplaces within the DTA. In total, the CTA has a demand for $225 million in retail and food/drink sales, while the DTA has a demand for $392 million (excluding gas station sales). Based on the supply in these trade areas, there is a retail surplus of $49 million in the CTA and a total leakage of $77 million in the DTA. These gaps do not include gas station sales, as this industry group is showing significant capture from other markets that would dilute the overall summary.

Retail Gap Analysis

The tables on the subsequent pages illustrate the supply and demand for industry groups within Tomah’s CTA and DTA. In general, a community is not expected to retain all of its local demand, as people will always choose to make a certain number of purchases in other communities or online. However, it’s desirable to accommodate convenience and general goods/services within the community.

Retail gap is the diﬀerence between the demand (potential) sales and actual retail sales. The demand is the expected amount spent by consumers at retail establishments, and the total supply is the estimated sales to consumers by establishments.

The industry groups seeing the greatest influx of customer spending from outside of the convenience trade area are lawn and garden stores, building materials stores, and gasoline stations. There are additional industry groups that are adequately servicing the trade area, but have

Tomah Retail Market Summary Table Retail Market (Industry Summary)

Convenience Trade Area (7.5 miles)

Destination Trade Area (40 minutes)

Retail Trade (NAICS 44Ͳ45/excludes gas stations) Demand

$203,523,565

$355,762,836

Supply

$245,362,446

$278,870,803

Retail Gap

($41,838,881)

$76,892,033

Number of Businesses

160

211

Demand

$21,695,865

$36,530,074

Supply

$28,842,333

$36,008,538

Retail Gap

($7,146,468)

$521,536

Food & Drink (NAICS 722)

Number of Businesses

Retail Trade and Food & Drink (NAICS 44Ͳ45, 722/exludes gas stations) Demand

$225,219,430

$392,292,910

Supply

$274,204,779

$314,879,341

Retail Gap

($48,985,349)

$77,413,569

Number of Businesses

213

298

Source: ESRI Business Analyst

Downtown Master Plan

City of Tomah, WI

Market Study potential to increase their market share. Based on relatively high demand gaps and current supply within the City the top opportunities in the CTA include:

► Specialty Food Stores, ► Nonstore Retailers (e.g. Primerica, Mary Kay), ► Other General Stores,

Merchandise

► Clothing Stores, and ► Clothing Accessories Stores. From the list above, the following are those that also have a strong need in the DTA (shown in the table on the next page):

► Nonstore Retailers (e.g. Primerica, Mary Kay), ► Other General Stores, and

Merchandise

► Specialty Food Stores.

Trade Area Business Demand Although there is unmet demand, particularly in the destination trade area, not all retail types are potential candidates for recruitment to the City of Tomah. One reason is certain businesses almost always see leakage of sales due to comparison shopping (e.g. car dealerships) or have brand/store loyalty (e.g. clothing stores). Another reason is the demand is not large enough to sustain a store. Subsequently, select industry groups with unmet demand currently in Tomah’s destination trade area were compared with average US Sales per business/store. See the Business Demand table on the next page . Below lists the business types that potentially could be supported in the Tomah’s destination trade area:

► Electronics and appliance stores ► Grocery stores ► Specialty food stores

Volume One

Retail Gap, Convenience Trade Area (7.5 Miles) NAICS Demand Industry Group (Retail Potential) Motor Vehicle & Parts Dealers 441 $52,827,103 Automobile Dealers 4411 $42,764,990 Other Motor Vehicle Dealers 4412 $7,101,186 Auto Parts, Accessories & Tire Stores 4413 $2,960,926 Furniture & Home Furnishings Stores 442 $6,147,655 Furniture Stores 4421 $3,948,725 Home Furnishings Stores 4422 $2,198,930 Electronics & Appliance Stores 443 $12,313,856 Bldg Materials, Garden Equip. & Supply Stores 444 $10,780,248 Bldg Material & Supplies Dealers 4441 $8,481,945 Lawn & Garden Equip & Supply Stores 4442 $2,298,303 Food & Beverage Stores 445 $36,876,743 Grocery Stores 4451 $32,908,991 Specialty Food Stores 4452 $2,548,126 Beer, Wine & Liquor Stores 4453 $1,419,625 Health & Personal Care Stores 446,446 $16,334,030 Gasoline Stations 447,4471 $17,890,924 Clothing & Clothing Accessories Stores 448 $8,986,874 Clothing Stores 4481 $5,440,998 Shoe Stores 4482 $1,577,096 Jewelry, Luggage & Leather Goods Stores 4483 $1,968,780 Sporting Goods, Hobby, Book & Music Stores 451 $5,621,849 Sporting Goods/Hobby/Musical Instr Stores 4511 $4,398,145 Book, Periodical & Music Stores 4512 $1,223,704 General Merchandise Stores 452 $40,400,574 Department Stores Excluding Leased Depts. 4521 $33,847,596 Other General Merchandise Stores 4529 $6,552,978 Miscellaneous Store Retailers 453 $8,245,741 Florists 4531 $353,034 Office Supplies, Stationery & Gift Stores 4532 $2,171,168 Used Merchandise Stores 4533 $1,237,159 4539 $4,484,379 Other Miscellaneous Store Retailers Nonstore Retailers 454 $4,988,892 Electronic Shopping & Mail-Order Houses 4541 $3,492,217 Vending Machine Operators 4542 $547,318 Direct Selling Establishments 4543 $949,357 Food Services & Drinking Places 722 $21,695,865 Full-Service Restaurants 7221 $11,534,066 Limited-Service Eating Places 7222 $8,540,985 Special Food Services 7223 $488,509 Drinking Places - Alcoholic Beverages 7224 $1,132,305

Supply (Retail Sales) $51,079,123 $41,215,180 $4,166,830 $5,697,113 $7,028,288 $3,904,390 $3,123,898 $7,977,752 $79,310,657 $6,913,733 $72,396,924 $16,481,571 $14,706,761 $407,530 $1,367,280 $7,848,859 $48,445,600 $3,781,247 $2,090,128 $692,889 $998,230 $5,164,809 $5,164,809 $0 $57,902,932 $55,970,345 $1,932,587 $7,664,859 $584,969 $995,169 $2,771,042 $3,313,679 $1,122,348 $1,115,219 $0 $0 $28,842,333 $9,081,476 $16,091,342 $1,827,474 $1,842,042

Retail Gap $1,747,980 $1,549,810 $2,934,356 -$2,736,187 -$880,633 $44,335 -$924,968 $4,336,104 -$68,530,409 $1,568,212 -$70,098,621 $20,395,172 $18,202,230 $2,140,596 $52,345 $8,485,171 -$30,554,676 $5,205,627 $3,350,870 $884,207 $970,550 $457,040 -$766,664 $1,223,704 -$17,502,358 -$22,122,749 $4,620,391 $580,882 -$231,935 $1,175,999 -$1,533,883 $1,170,700 $3,866,544 $2,376,998 $547,318 $949,357 -$7,146,468 $2,452,590 -$7,550,357 -$1,338,965 -$709,737

Leakage/Surplu Factor 1.7 1.8 26.0 -31.6 -6.7 0.6 -17.4 21.4 -76.1 10.2 -93.8 38.2 38.2 72.4 1.9 35.1 -46.1 40.8 44.5 39.0 32.7 4.2 -8.0 100.0 -17.8 -24.6 54.5 3.7 -24.7 37.1 -38.3 15.0 63.3 51.6 100.0 100.0 -14.1 11.9 -30.7 -57.8 -23.9

► Pharmacies and drug stores ► Clothing and clothing accessory stores ► Miscellaneous store retailers (no demand purely based on CTA) ► Food services and drinking places (no demand purely based on CTA) Some of these business types show just enough demand for a store, which can be concerning since it is generally unrealistic to think that a new store would capture all the local demand. Therefore, if any of these businesses are considered in Tomah it will be imperative that the business target supplementary consumers (i.e. tourists, visitors and commuters) and residents from nearby marketplaces in order to sustain a profitable business. Also noteworthy is several industry groups lack enough sales for a new store, but could be targeted by existing businesses as a supplementary good or service (e.g. beer, wine & liquor stores).

Public Engagement & Existing Conditions

Retail Gap, Destination Trade Area (up to 40 minute drive) NAICS Demand Industry Group (Retail Potential) Motor Vehicle & Parts Dealers 441 $93,581,216 Automobile Dealers 4411 $75,079,739 Other Motor Vehicle Dealers 4412 $13,511,558 Auto Parts, Accessories & Tire Stores 4413 $4,989,920 Furniture & Home Furnishings Stores 442 $10,403,764 Furniture Stores 4421 $6,616,283 Home Furnishings Stores 4422 $3,787,481 Electronics & Appliance Stores 443 $20,839,373 Bldg Materials, Garden Equip. & Supply Stores 444 $19,495,576 Bldg Material & Supplies Dealers 4441 $15,213,769 Lawn & Garden Equip & Supply Stores 4442 $4,281,807 Food & Beverage Stores 445 $64,243,126 Grocery Stores 4451 $57,407,727 Specialty Food Stores 4452 $4,435,164 Beer, Wine & Liquor Stores 4453 $2,400,236 Health & Personal Care Stores 446,446 $29,072,720 Gasoline Stations 447,4471 $31,578,278 Clothing & Clothing Accessories Stores 448 $15,073,614 Clothing Stores 4481 $9,168,656 Shoe Stores 4482 $2,708,486 Jewelry, Luggage & Leather Goods Stores 4483 $3,196,472 Sporting Goods, Hobby, Book & Music Stores 451 $9,823,311 Sporting Goods/Hobby/Musical Instr Stores 4511 $7,811,107 Book, Periodical & Music Stores 4512 $2,012,204 General Merchandise Stores 452 $69,586,753 Department Stores Excluding Leased Depts. 4521 $58,130,668 Other General Merchandise Stores 4529 $11,456,086 Miscellaneous Store Retailers 453 $14,742,807 Florists 4531 $624,233 Office Supplies, Stationery & Gift Stores 4532 $3,770,631 4533 $2,071,061 Used Merchandise Stores Other Miscellaneous Store Retailers 4539 $8,276,882 Nonstore Retailers 454 $8,900,575 Electronic Shopping & Mail-Order Houses 4541 $6,130,349 Vending Machine Operators 4542 $949,783 Direct Selling Establishments 4543 $1,820,443 Food Services & Drinking Places 722 $36,530,074 Full-Service Restaurants 7221 $19,371,028 Limited-Service Eating Places 7222 $14,488,500 Special Food Services 7223 $826,342 Drinking Places - Alcoholic Beverages 7224 $1,844,204

Supply (Retail Sales) $52,638,021 $42,363,405 $4,166,830 $6,107,785 $8,467,717 $5,312,932 $3,154,784 $8,976,812 $82,278,189 $8,403,781 $73,874,408 $23,824,258 $21,238,017 $1,218,961 $1,367,280 $8,250,949 $79,186,456 $5,929,152 $3,883,702 $848,183 $1,197,267 $5,856,440 $5,856,440 $0 $71,303,996 $68,670,393 $2,633,603 $9,502,993 $645,648 $1,429,765 $3,051,365 $4,376,215 $1,842,277 $1,115,219 $0 $727,058 $36,008,538 $12,726,913 $18,075,479 $1,881,674 $3,324,473

Retail Gap $40,943,195 $32,716,334 $9,344,728 -$1,117,865 $1,936,047 $1,303,351 $632,697 $11,862,561 -$62,782,613 $6,809,988 -$69,592,601 $40,418,868 $36,169,710 $3,216,203 $1,032,956 $20,821,771 -$47,608,178 $9,144,462 $5,284,954 $1,860,303 $1,999,205 $3,966,871 $1,954,667 $2,012,204 -$1,717,243 -$10,539,725 $8,822,483 $5,239,814 -$21,415 $2,340,866 -$980,304 $3,900,667 $7,058,298 $5,015,130 $949,783 $1,093,385 $521,536 $6,644,115 -$3,586,979 -$1,055,332 -$1,480,269

Leakage/Surplu Factor 28.0 27.9 52.9 -10.1 10.3 10.9 9.1 39.8 -61.7 28.8 -89.0 45.9 46.0 56.9 27.4 55.8 -43.0 43.5 40.5 52.3 45.5 25.3 14.3 100.0 -1.2 -8.3 62.6 21.6 -1.7 45.0 -19.1 30.8 65.7 69.2 100.0 42.9 0.7 20.7 -11.0 -39.0 -28.6

Additional Goods/Services Another consideration should be given to services that associate with a number of providers per residents, rather than retail gap. For instance, a local chiropractic and dentist office can support up to 1,500 patients (depending on insurance and coverage). Tomah has a population of 9,000 and a CTA that includes an additional 7,000 residents. There are currently five dentist and seven chiropractic offices in Tomah. Based on the City’s population, the number of specialty health offices is justified. If there is a need to service the CTA population, there could potentially be additional demand for more providers.

Business Demand, CTA Only U.S. Sales Data NAICS 44130000 44210000 44220000 44310000 44400000 44510000 44520000 44530000 44611000 44710000 44800000 45100000 45200000 45300000 72200000

Business Type Automotive parts, accessories, & tire stores Furniture stores Home furnishings stores Electronics and appliance stores Building material and garden equipment and supplies Grocery stores Specialty food stores Beer, wine, & liquor stores Pharmacies & drug stores Gasoline stations Clothing and clothing accessories stores Sporting goods, hobby, musical instrument, and book stores General merchandise stores Miscellaneous store retailers Food services and drinking places

CTA (7.5 MI)

Retail Gap

Average Sales / Store

(2,736,187)

# of Businesses (Demand)

1,437,129

2,060,605

44,335

0.0

1,443,586

(924,968)

-0.6

2,123,245

4,336,104

3,587,059

(68,530,409)

6,043,286

18,202,230

3.0

790,264

2,140,596

2.7

1,322,900

52,345

0.0

5,307,817

8,485,171

1.1

4,852,276

(30,554,676)

-6.3

1,578,857

5,205,627

3.3

1,684,299

457,040

13,022,934

917,688

861,490

(17,502,358) 580,882 (7,143,468)

-1.9

Note: The number of potential businesses is relative and should not suggest the exact number of business that will thrive in Tomah, rather it indicates the business types that are highly marketable due to unmet sales demand.

2.0 -19.1

0.3 -1.3 0.6 -8.3

Downtown Master Plan

City of Tomah, WI

Retail Market Study: Key Findings ► Food Establishment: Many survey respondents suggested a need for additional eateries, especially a family (sit-down) restaurant, supper club and bakery. When reviewing the comparable communities, Tomah (30 establishments) has significantly more eateries than is found in Sparta (20 establishments), but is on par with Baraboo (32 establishments). The retail gap analysis showed that demand for food services and drinking places is being met in the CTA; however, when looking at the larger destination trade area there is a $6.6 million leakage. If consumers from outside of the Tomah CTA are targeted, including both supplementary consumers and residents in other marketplaces, there is potential for additional local establishment, which could be located Downtown. ► Grocer: There is a potential market for a grocer or specialty food store in Tomah. Within both trade area (CTA and DTA), there are retail gaps for grocery stores ($18 million and $36 million, respectively). When reviewing the comparable communities, Tomah’s three locations matches the number of establishments in Sparta, but is less than the five operating in Baraboo. Within the primary trade area there is also a $3 million retail gap for specialty food stores. According to the community survey, an organic/local foods grocery store is something that respondents think is needed and they are likely to patronize in Downtown Tomah (second only to clothing). ► Clothing Store: There is a potential market for a clothing store in Tomah with a retail gap of approximately $5 million in the CTA and $9 million in the DTA. The number one survey response when respondents were asked what type of specialty merchandise is needed in Tomah was clothing stores (58% of respondents). Keep in mind that clothing stores are more diﬃcult to support as consumers typically shop around for these goods. Therefore, consumers from more than just the Tomah area need to be targeted since there is strong retail competition in the La Crosse region. Tomah currently has a Maurices which is a women’s clothing store that primarily locates in shopping malls and smaller communities. Tomah also has a Cash Store which is a department store that sells clothing for

Volume One

Public Engagement & Existing Conditions

men, women and children. The number of current stores in Tomah (8 stores) is roughly the same as found in Baraboo (9 stores), but more than is found in Sparta (5 stores).

► Electronics and Appliances Store: There is a potential market for electronic/appliance store in Tomah with a retail gap of $4 million in the CTA and approximately $12 million in DTA. However, only 18% of respondents noted a need for electronics. This is probably due to most shopping at Walmart and Sears in Tomah, shopping in larger markets (La Crosse area), or online. Therefore, the market for this business type may be weaker than those listed above. ► Expand Existing Good/Service: There are additional industry groups that are adequately servicing the trade area, but have potential to increase their market share. These industry groups include beer, wine and liquor stores and home furnishing stores. ► Add Supplementary Good/Service: In some cases there are industry groups that cannot be sustained on their own, but could be added to an existing business to make it a viable option, such as books/periodicals/music ($2 million retail gap) to a gift and general goods retailer, or jewelry, luggage and leather goods ($2 million retail gap) to a clothing store. 42% of respondents stated that Tomah needs an arts and crafts supply store (such as Hancock Fabrics) and 42% think Tomah needs a bookstore.

CITY OF TOMAH

Downtown | Master Plan VOLUME TWO

Strategies | Vision, & Actions

“A manual guiding public improvements and private investments in the City’s Historic Downtown.”

Adopted 04/11/17

Acknowledgments P2-3 Vision, Branding & Marketing P4-9 Public Use & Infrastructure P10-19 Land Use & Redevelopment P20-33 Action Plan P34-40

Acknowledgements Tomah residents, property owners, and business owners attended meetings, reviewed draft materials, and submitted comments that have improved this Plan.

Plan Commission Mayor Nellie Pater, Chairperson Tim Callahan Mary Ann Komiskey, Alderperson Bryan Meyer Eric Prise, Alderperson Brian J. Rice Tina Thompson, CVB President & CEO

Volume One

Public Engagement & Existing Conditions

Image Provided By: Monroe County Historical Society

MSA Professional Services Andrew Bremer, AICP, Project Manager Becky Binz, AICP, Project Planner Sarah McDonald, LA, Landscape Architect Stephen Tremlett, AICP, CNU-A, Urban Designer

Image Provided By: Monroe County Historical Society

Downtown Master Plan

City of Tomah, WI

Vision, Branding & Marketing Downtown’s are the heart of small towns and a strong sense of place is vital to the health and prosperity of a Downtown. A distinctive place embodies a character, look, flavor, and heritage that are not found in other locations, especially within the surrounding region. By being distinctive, a Downtown district can provide a viable alternative to its competition. To best enhance its distinct qualities, a Downtown should build upon its historic, economic, natural, and cultural amenities. It should also strengthen, integrate, and promote the following six elements, few of which are found in other commercial settings. As shown in the side bar (on right), many of the communities to learn from (per survey responses) have enhanced these elements.

Historic Character

COMMUNITIES TO LEARN FROM?

Reedsburg, WI

The City’s historic buildings represent an earlier era of architectural design, and are an invaluable assets when attempting to establish a discernible place. Their preservation, or replication, is both dependent upon and necessary to continued success in the Downtown area. The City should preserve this architecture heritage, and help owners protect and restore these buildings over time.

Diversity of Uses & Functions

Viroqua, WI

A Downtown district provides a greater range of functions than any other location in a community. It may serve as a place for employment, shopping, worship, tourism, housing, government services, dining, entertainment, lodging, and cultural attractions. Multiple functions give a wider variety of users a reason to visit Downtown, which enhances activity levels throughout the day and week. Moreover, in a small-city Downtown, all of these activities are usually situated within a compact area that is easily walkable.

Housing Mix & Options Retail follows the market (it doesn’t lead), so it’s essential to foster increased residential and workforce density in Downtowns to fuel retail sales growth. Therefore, the City should look to provide a healthy mix of housing options of varying formats and densities to help spur retail development.

Volume Two

Vision, Strategies & Actions

Baraboo, WI

Survey Results

Project for Public Spaces (PPS) has found that Quality Places share four qualities: 1) they are accessible; 2) people are engaged in activities there; 3) the space is comfortable and has a good image; and 4) it is a sociable place - one where people meet each other and take people when they come to visit. The Place Diagram (shown on the right) describes the many facets that make a place “great”.

Safe, Comfortable & Accessible to All Users As a pedestrian-oriented district, people walking, interacting and socializing is part of the shopping experience. However, if the customer experience is high-eﬀort and low-quality (e.g. streets closed, can’t find convenient parking, can’t find the store), the customer will shop elsewhere (or online). Therefore, its important to provide an environment that is “friendly” to both vehicles and pedestrians, meaning it feels safe, comfortable and accessible. Since the Downtown provides services to all populations, mobility considerations should be given to all user types from children to the disabled to the elderly.

Attractive, Quality Place

abundance of surface parking lots, buildings set back from the sidewalk, vacant or blank-walled structures, unmaintained storefronts, and/or poorly maintained, unadorned sidewalks will be far less desirable places to walk. Without a sense of an attractive memorable place, it will be diﬃcult for small city’s to have a thriving Downtown that can compete with big box retailers, commercial corridors and online shopping.

Social Gathering Place Regardless of its aesthetic qualities, a built environment requires the presence of people to produce a desirable, appealing place. Successful Downtowns do just that, as they attract people and give people reasons to linger. The longer people choose to stay Downtown, the more establishments they will visit, resulting in an economic benefit as well.

The more interesting and attractive you make the place, the more people are willing to get out of their car to be a part of the experience. Conversely, Downtowns with an

Downtown Master Plan

City of Tomah, WI

Vision, Branding & Marketing City Brand (logo/tagline) A community logo, similar to a business logo, gives a visual representation and identity to a brand (in this case, a community). A recognizable brand can have economic benefits in the regional marketplace. As noted on the City’s website, there are two motto’s embraced by the City: “Where the I Divides” and “Gateway to Cranberry Country”. As depicted on various existing community signage, (pictured below) “Cranberry Country”, “Wisconsin’s Cranberry Country”, and “Welcome to Cranberry Country” are also in use throughout the community. The images below represent all the various ways the City’s brand is currently expressed through websites, signage, and official city documents. In total there are five different taglines in use by the City supported by three different logos. While there is some similarities across these brand alternatives, the many variations dillute the intent of reinforcing one community identity. In addition, there is interest among representatives of the City and Chamber of Commerce/ Convention & Visitors Bureau (CC/CVB) in rebranding the community to promote the advantages of Tomah (not the region). Input from a community survey revealed that 18% of respondents did not like the current tagline Gateway to Cranberry Country, 35% liked it, and 47% were neutral. Common comments expressed in the survey and planning meetings include: we are not Warren’s (Warren’s tagline is “Cranberry Capital of Wisconsin”) , it has nothing to do with the actual town (no cranberry operations in the city), and the need to be a destination not a portal to something else.

Official Logo/Tagline

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Vision, Strategies & Actions

As part of the planning process, residents and stakeholders were invited to submit ideas for new taglines or themes for taglines that better expressed Tomah uniqueness. Common themes included: small town friendliness, transportation (Amtrack, ariport, access to two interstates), Dairyland Super National Truck and Trackor Pull (held in Tomah every June), native heritage (Chief Tomah), military presence (Tomah Veterans Hospital, nearby Volk Field and Fort McCoy), Timberwolves (Tomah School District) and recreation (Lake Tomah, parks, green boulevards). Building from this input MSA developed a sample of potential new taglines and logos for review by the CVB. Ultimately four logos were selected for further community input. All four logos included the tagline “Making Connections Since 1883”, a reference to the City’s date of incorporation, strategic location within the State, and the feeling of togetherness/friendliness of its residents. The four logos were shown in three diﬀerent color schemes, burgundy/teal/black (nod to cranberry colors), yellow/black/gray (nod to school colors), and orange/blue. In addition to the four new logos, the survey collected additional input on the existing logo and tagline. The results of the second survey indicated a preference for the existing logo and tagline as compared to the other options presented at this time. In addition, the burgundy/teal/black colors scheme rated as the preferred of the three color palettes.

The draft logos show below were developed and reviewed by the Tomah CVB. The themes represented include recreation, connections, and (loosely) cranberries. Taglines reviewed were “Hub of Activity”, Rich in History, Strong in Community”, and “Making Connections Since 1883”. Not all were presented to the public at the time of the survey.

Tomah A Hub of Activity

Downtown Master Plan

City of Tomah, WI

Vision, Branding & Marketing The purpose of this section is to review and discuss marketing strategies as they relate to increasing business activity in Downtown Tomah.

Buy Local Program Generally, the majority of business sales comes from the local population. For this reason, it is important to encourage local residents to shop locally. Since small communities rely on residents in rural sections of the County and on neighboring small communities, it is important to get this message out to those areas as well. Below are a few examples of some “buy local” campaigns.

•

Send a happy holiday card with or without a coupon (or gift card) to a random number of area residents, or place an advertisement in a local media outlet. This message should state the gift/coupon is oﬀered by their locally owned businesses and that buying local throughout the year will build a more vibrant and healthy local community.

•

Create a shop local week that could either be just within Downtown Tomah or cover a broader market. This event could be accompanied by a bingo or monopoly-esque game requiring contestants to purchase an item at enough business to complete the board. Each participating business would provide a prize to be awarded to wining contestant(s). This could be downloadable from the City’s website, the CVB’s website, and/or located at participating business locations.

•

Use a vacant storefront to advertise the “buy local” campaign. This could be further enhanced by sponsoring an annual “buy local” store window decorating contest, which would be voted by the general public with the winning business receiving a plaque, or kudos on the City or Chamber website. The general public would be enticed to vote by oﬀering eligibility in drawing to win a gift bag provided by area businesses.

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Vision, Strategies & Actions

Business Website / Reviews Advertising and tourism studies have shown that the majority of consumers research their destinations prior to deciding on making their first visit to a business/location. Currently most Tomah businesses do not have a website. Some do have a Facebook page, but even these pages lack the basic information such as hours of operation. Plus, Facebook is primarily used by computer savvy people. Therefore, a traditional website is still an important tool and would benefit Tomah businesses. Another important step is to make sure that a business website appears on search engine result pages when the business type is searched near Tomah. If it does not, verify that your website content includes keywords that would be found by search engines and make sure your business profile on these search engine sites are filled out completely. Also online reviews on the major business sites (e.g. Google, Yelp, Urbanspoon and Trip Advisor) can play a big role in the decisions made by visitors and tourists. Therefore, it is recommended to promote online business reviews on the major websites listed above. One way to entice online reviews is to post stickers or posters at area businesses encouraging visitors to write reviews about their business experience. Additionally a business could oﬀer a small discount to anyone who puts up a review on one of the review sites.

Extended Business Hours

Community Events

Downtown Tomah, like many small downtowns, does not have many retail and service hours (excluding taverns) past 5/6pm during the week, past 4pm on Saturdays or any hours on Sunday. Hours of operation are an individual chose by each business based on their business operations and staﬀ levels. Survey responses collected during this planning process suggest a desire for extended hours. Individual business could implement additional weekday evening, Saturday evening or Sunday hours of operation. However, a more eﬀective strategy may be to unify various retail businesses around collectively staying open extended, or untraditional, hours a few times a month on set days. For example, the first and last Friday of every month have hours until 7/8pm and possibly one Sunday a month open at least 3-4 hours (e.g., 12-3pm). This approach can create more synergy among businesses, consistency for the public, and opportunities to tie in other Downtown community events to draw more retail activity.

Public events provide community pride, sense of place, and economic benefits. Currently the City hosts several events Downtown, including Americana Music in the Park, Chili Walk & Wine Tasting for Charity, Swing into Spring events, Tomah Crazy Daze; however, these events should be expanded, and involve more local businesses. Other potential events include art/mural installations, Taste of Tomah (Downtown food vendors), movie nights, sidewalk sales, Christmas Tree lighting (in Gillett Park). These events should be promoted beyond the local media outlets to reach the regional population.

Media & Marketing Efforts The City/CVB continually promote existing business assistance programs to local businesses and residents looking to start a business. Internal marketing materials (e.g., brochure, pamphlet, online resource, etc.) can be used to promote business-related funding options and assistance programs. At a minimum this includes the City’s RLF program, proposed Tax Increment Financing façade grant program, and other programs oﬀered through the Monroe County Economic Development Department, and the Wisconsin Economic Development Corporation. Businesses should continue to externally market through multiple media sources inconjunction with special events on a quarterly basis. If this is too costly, take out a large ad space with space for smaller individual business ads in popular area newspapers.

Downtown Master Plan

City of Tomah, WI

Public Use & Infrastructure Streetscaping Purpose & Goals The purpose of this section is to paint an overall picture of the potential improvements to the Downtown public realm to achieve a unique, great place. Guidelines in this section are intended to assist in the design and reconstruction of streets and to address issues raised by the general public, businesses, City oﬃcials and the LRPC. A well designed streetscape incorporates crosswalks, sidewalks, light fixtures, trees, planters, trash receptacles, banners/flags, benches and green spaces within the public right-of-way. A balanced mix of these components can lead to establishing a great place that is a destination in itself. This will increase the marketability of the district as consumers prefer destination shopping, rather than a big box store on the outskirts of town. Improvements in streetscaping often serve as a catalyst for private property improvements as property owners are more willing to invest in an area which has better infrastructure.

It is the desire of the community to incorporate as much greenery as possible to continue the median “parkway” theme found outside of the Downtown core and to soften the hardscape found in the Downtown core. The community would also like the streetscape to strengthen the historic nature of the Downtown.

36%

25%

“Our sidewalks are a missed opportunity to beautify”

10%

76%

10%

74%

Goals of Streetscaping Improvements 1. Enhance the street environment for both pedestrians and motor vehicles.

2. Increase foot and bicycle traﬃc Downtown. 3. Improve the economic viability of the Downtown.

10%

Public Infrastructure Master Plan

The map on the next page illustrates a variety of public improvements suggested for the corridor over the next 20 years. Improvements include crosswalk enhancements, bumpouts, road/ parking enhancements, street lighting, gateway and signage improvements, and public use improvements. The next pages will describe these improvements in more detail. See the Action Plan for proposed timeframes for completing each element described in this section.

19%

59%

72%

16%

67%

Survey Results 10

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Vision, Strategies & Actions

PUBLIC IMPROVEMENT MASTER PLAN

Downtown Master Plan

City of Tomah, WI

Public Use & Infrastructure Sidewalk Enhancements Decorative paving is recommended to be installed along the curb edge between 1.5-3.0 feet in width, while maintaining a concrete sidewalk with at least six feet wide clear path. As shown in the top left image, tan and gray cobblestone pavers are recommended, as its unique to the traditional red color used in other communities, and has historic qualities in material (cobblestone) and color (tan to match Gillett Park stone work). To reduce potential for uneven settling, a concrete underlayment is recommended to be installed below the pavers. Landscaping in the terrace area should be limited to planters due to the limited sidewalk width. Additional landscaping is suggested in bumpouts (see the next section for more information).

Bumpout Enhancements The same tan/gray decorative paving should be designed into bumpout sections with considerations of walkability for all populations. More specifically, the roughness of the cobblestones should be outside of direct access to public amenities (e.g., benches) placed in the bumpouts. See the streetscape detail on the next page for example meeting this requirement. Landscaping, in particular trees, should be incorporated in the bumpouts. These landscaping areas should be softscape installations with mulch/groundcover (i.e., no tree grates, concrete edging, etc.). As shown on the map on the previous page, additional bumpout are recommended at Council Street and Juneau Street. These are the only two intersections in the Downtown core that currently do not have bumpouts, so this improvement would provide consistency in the Downtown core. Currently the existing bumpouts do not extend all the way to the drive lane. If Superior Avenue gets reconstructed, all bumpouts should be expanded to the greatest width possible to allow for additional landscaping/trees, benches, planters and trash receptacles. Expansion of the bumpouts would impact the bikability of the corridor, but this plan encourages using the parallel streets of McLean Avenue and Kilbourn Avenue as designated north-south routes through the Downtown as itâ&#x20AC;&#x2122;s safer (i.e., significantly less traďŹ&#x192;c and less visibility issues).

Crosswalk Enhancements All intersections should receive crosswalk enhancements. As noted on the Public Improvement Master Plan (on the previous page), 3-4 foot decorative borders should be added to ten intersections. The remaining intersections should be painted using a ladder or continental pattern.

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Vision, Strategies & Actions

VISION IMAGE

STREETSCAPE DETAIL

Street Tree w/ Base Plantings

Bench

Cobblestone Pavers (gray) Planter

Bench

Cobblestone Pavers (tan) 3-FT Border

Downtown Master Plan

City of Tomah, WI

Public Use & Infrastructure Median Enhancements The grass medians found outside of the Downtown core provide a great opportunity to beautify the Downtown and to add unifying elements to define the Downtown district. As shown in the two upper images (on the right), this can be accomplished by using decorative paving (proposed for the sidewalk terrace), banner poles, unique planters, bollards, or landscaping. The design should be consistent, but modified to meet varying median widths. Banner poles (with landscaping) are recommended to be incorporated in the following medians: Notts Street (south end), Brownell Street (north & south ends), Monroe Street (north end), Council Street (south end) and Cameron Street (north end). The banners are envisioned to incorporate “Downtown”, Tomah branding, civic groups, and special event advertising. To extend this design theme in the other portions of the Downtown corridor, the planter (and potentially bollards) should be placed in additional grass medians (see map on page 11). The same planters should be incorporated in the bumpouts in the Downtown core. When Superior Avenue gets reconstructed (no timetable set by the WisDOT), the City should consider removing the continuous median in the Downtown core (i.e., Monroe Street to Council Street) to expand the sidewalks, where possible. If the medians remains, consider incorporating the same cobblestone paving recommended for the sidewalk terrace.

PREFERRED PAIRED LIGHT FIXTURES

Street Lighting The street lights along Superior Avenue are in need of replacement. Based on discussions with the LRPC, the recommendation is to re-use the existing locations to save on cost on rewiring and constructing new light base foundations. To maintain consistent lighting of the roadway and sidewalk, a 25/26 foot light pole is recommended at intersections (with banners facing towards the sidewalk) and 18/20 feet light poles (with American flags facing towards the sidewalk) are recommended in the mid-block locations. Based on responses received in implementation survey, the majority prefers the paired street light design with black aluminum (12-sided) fluted poles with LED low sag light fixture (as shown on the right.) Based on this response, it also recommended that the shorter pole (i.e., 18/20 foot) be used on other streets within the Downtown core (i.e. the first block oﬀ of Superior). If the sidewalks get completely reconstructed, the City could consider increasing the number of light lo-

Volume Two

Vision, Strategies & Actions

As shown: Hapco Pole / Sternberg Light

cations to allow all lights be at the lower height, as was preferred in the initial survey sent out to the public at the start of the planning process.

Parking Improvements Downtown parking comes at premium; however, there appears to be no major problem in Downtown Tomah based on the parking study completed during this planning process and survey responses. There is some concern regarding signage and lack of parking during major events being held at Gillett Park. For these reasons, the majority of parking improvements discussed below make parking more accessible for elderly/handicap, provides better direction to public lots and are preemptive measures that can be taken if further parking concerns arise. In short, removing taxable development to add low-density surface parking is undesirable - it reduces revenues and damages the urban character of the Downtown area. The alternative is to selectively choose where to add more oﬀstreet facilities (if needed), expand existing facilities, and maximize the number of potential spaces on-street.

Handicap/Veteran/Elderly Parking During special events at Gillett Park parking has been an issue, especially for the disabled and elderly population. Therefore a portion of parking areas surrounding the park are recommended to be designated for these populations. Also consideration should be given to reserving a Superior Avenue stall on every block for the handicap, veterans and/or elderly. The best location would be near intersections where ADA ramps are provided, unless a midblock ramp is provided.

for streetscaping/landscaping, providing a parking type that is preferred by most drivers (i.e., angled over parallel parking spaces), and reduces the pedestrian crossing distance on the side street (as it crosses only one drive lane).

Other Strategies: •

Mark Short Term Parking Stalls - Bakery, coﬀee shops, florists, and markets all have customers that want to get in and out quickly, so short term spaces can allow for continuous turnover. However, this change should be made only in consultation with business owners to confirm interest.

•

Use Parking Areas Eﬃciently - As fuel eﬃciency has become a priority, many people are driving cars less than 16 feet in length. Look for opportunities to gain additional spaces by designating some rows for compact cars only. These spaces are also appropriate for most electric vehicles. The provision of public charging stations (or utilities to accommodate future installation) should be considered when building new parking lots or structures.

•

Ensure Nighttime Safety - All Downtown users should feel safe walking to or from their cars after dark. Adequate lighting should be provided along pedestrian routes, especially near parking lots. New lighting should be full cut-oﬀ, dark-sky compliant, to eliminate unnecessary glare.

Kilbourn Avenue Angled Parking Should parking become an issue around Gillette Park, consider providing angled parking along the west side of Kilbourn Avenue, as the street is currently wide enough to accommodate this improvement. If parking becomes further strained consider extending the angled parking from Holton to Monowau. If possible, maintain parallel parking on the east side of the street.

Juneau St Reconstruction As shown in the streetscaping detail (on page 9), Juneau Street between McLean Avenue and Kilbourn Avenue is recommended for reconfiguration to a one-way street with angled parking. This design is a replica of how Milwaukee Street functions (image on right). The benefits of this road improvement include providing opportunities

Downtown Master Plan

City of Tomah, WI

Public Use & Infrastructure Community Signage There are two existing community signs in the Downtown corridor. The first is a branded “Gateway to Cranberry Country” sign in the northeast corner of the Clifton/Superior intersection (shown in the upper right). This sign also include two posts with local civic group representation. This location is at a prime intersection of the community, but its location also has some limitations, including: 1) visibility is impaired by traﬃc signals and road signage; 2) traﬃc speeds and heaviness could increase the chances it could be missed; 3) the larger gas station sign sits right behind it; and, 4) it is placed in the middle of the community (vs. at the entry point of the community). The City and Chamber of Commerce have interest in installing community entry signs near the major interchanges into the City (I-90 and I-94), which would preclude the need for this type of sign in this location. As explained on page 10, Downtown specific markers are suggested in the medians, which could promote the local civic organizations in the community.

Superior/Clifton

Superior/Washington

The second community sign (shown on the right) was recently installed on the Amtrak Station property just north of the Washington/Superior intersection. The “Our Town Tomah” is branded along the top of the sign with the following message: “Welcome to Our Community”. Some concerns from the community, as well as considered by the planning consultant, include the following: 1) size and font choice of the primary message is hard to read; 2) this type of sign is better suited near entry points to the community per its message; 3) the use of “our community” could be oﬀ-putting to visitors; and, 4) the sign structure could be more substantial. As a solid location for a sign (due to good visibility), the existing sign could be retrofitted to promote the local civic groups and/or entering the Downtown. To further improve the aesthetics, the base of the sign could be reconstructed with concrete or brick and extended up at least 2.5 feet. and extend the sign face down to this new base structure.

Street Furniture The existing street furniture (i.e., benches, trash receptacles, hydration station, kiosk, etc.) provide a good template to replicate throughout the Downtown. The images on the right (excluding the lower right) show the furniture pieces found in the Downtown. The lower right image demonstrates the preferred placement of benches/seating along the sidewalk with the exception in bumpouts where the benches could be placed perpendicular to the street. See the Public Improvement Master Plan for the preferred amount of street furniture by area. Preferred color is black.

Preferred Bench Type

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Vision, Strategies & Actions

Publicly Initiated Uses As illustrated in the vision graphic and streetscape detail (on page 13), the Juneau/Superior intersection is proposed to have some major improvements over the coming years. Part of this redesign suggests improving the southwest corner, which is currently occupied by Tomah Glass Company (i.e., 1201 Superior Avenue). This property has paved parking right up against the sidewalk with the building tucked back against the Band Box buildings. Should this property go on the market, or if the business could be relocated, there is an opportunity to create a unique landscaped plaza/beer garden. There should be outdoor seating added and the building exterior renovated. These improvements coupled with the new streetscaping improvements will greatly improve this small site. The building could be sold or leased to a business that would take advantage of the newly created plaza space (e.g., ice cream shop, coﬀee shop, deli shop, draft haus, etc.). The City could also consider allowing a food truck to use the plaza and its seating. If interest is slow, consider using the site to test the “Pop Up” Shop Program described below.

Public Use Improvements Concurrent with this Downtown planning process, the City (with design services from MSA) began improving the Downtown by renovating a vacant commercial building into a new Downtown Information Center with public restrooms, and transforming a blighted property into a new Aquatic Center parking lot and trail. Both plans to be completed in 2017.

DOWNTOWN INFO CENTER & PUBLIC RESTROOMS

“Pop Up” Store Program This program identifies vacant storefronts that can be used for short-term leases (e.g., weekend/week events, three months lease, etc.) that are subsidized or completely paid for by the City/CVB. This could be done at any point of the year, but may be most beneficial around the holiday shopping season. Ideal storefronts include those that have working plumbing, are up to code, and have willing property owners that would oﬀer reduced rents (and possibly cover utility costs). This eﬀort helps to activate vacant storefronts, provide additional exposure /promotion through media sources, brings new shoppers to the district, and allows new businesses to startup (at minimal risk) with the potential of remaining in the Downtown. The benefit for the landowner is to get some rent, while getting additional exposure to sell their vacant real estate or negotiate future leases. There may be future opportunities to align this program with Western Technical College for credits in their business curriculum.

AQUATIC CENTER PARKING & TRAIL

Downtown Master Plan

City of Tomah, WI

Public Use & Infrastructure Wayfinding Signage Based on feedback provided during this planning process and based on best practices, the current signage system should be updated to:

1. reduce sign clutter (by using existing light poles), 2. improve the overall graphic quality and design (to match existing/new City brand),

3. improve public parking signage, 4. include additional (trailblazer) signs to reach destinations with additional turns oﬀ arterial roadways, and 5. meet WisDOT current standards (see 2009 edition of the Manual on Uniform Traﬃc Control Devices). The Wayfinding Signage Plan on the next page and corresponding destination list (below) illustrate the recommended signage system for the City of Tomah. Per MUTCD standards, wayfinding signage is limited to three destinations and must use 4-inch upper case text size in the Downtown (and 6-inch on roads with posted speed limits above 25 MPH). To keep the overall size of the signs minimized, some destinations are shown abbreviated. Sign 8: Monroe ST (NB) Parking [P] (L) City Hall / Police (L) Public Library (R)

Sign 15: Juneau ST (SB) Boat Launches (R) Winnebago Park (R) Tomah H.S. (R)

Sign 9: La Crosse ST (SB) Parking [P] (R) Miller E.S. (R) Com. Theatre (L)

Sign 16: Juneau ST (NB) Boat Launches (L) Winnebago Park (L) Tomah H.S. (L)

Sign 3: Washington ST (SB) Amtrak Station (R)* Lake Park (R)

Sign 10: La Crosse ST (NB) Parking [P] (L) Miller E.S. (L) Com. Theatre (R)

Sign 17: Clifton ST (SB) Aquatic Center (L) Airport (L) Recreation Park (R)

Sign 4: Washington ST (NB) Amtrak Station (L) Lake Park (L)

Sign 11: Milwaukee ST (SB) Parking [P] (L/R) Western Tech Col. (L)

Sign 5: Foster ST (SB) Tomah M.S. (R)

Sign 12: Milwaukee ST (NB) Parking [P] (L/R) Western Tech Col. (R)

Sign 18: Clifton ST (NB) Aquatic Center (R) Airport (R) Recreation Park (L)

SUPERIOR AVE SIGNS Sign 1: Arthur ST (SB) Downtown District (S)* Glendale Ballpark (L) Lemonweir E.S. (L) Sign 2: Arthur ST (NB) Visitor Center (L)* Glendale Ballpark (R) Lemonweir E.S. (R)

Sign 6: Foster ST (NB) Tomah M.S. (L) Sign 7: Monroe ST (SB) Parking [P] (L) Public Library (L) City Hall / Police (R)

Sign 13: Minowau ST (SB) Parking [P] (L/R) Fireman’s Park (L) Sign 14: Minowau ST (NB) Parking [P] (L/R) Fireman’s Park (R)

* Allowance is discretionary per MUTCD and must be approved by regional WisDOT sign representative.

WAYFINDING SIGN (example)

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Vision, Strategies & Actions

CLIFTON STREET SIGNS Sign 19: at View ST (NB) Downtown (S)* Lake Tomah (S)* Amtrak (S)* Sign 20: Hugh Dickie DR (EB) Recreation Park (L) Tomah H.S. (L) Winnebago Park (L)

Sign 21: Hugh Dickie DR (WB) Recreation Park (R) Tomah H.S. (R) Winnebago Park (R) Sign 22: Superior AVE (SB) Airport (S)* Downtown (L) Visitor Center (L) Sign 23: Superior AVE (NB) High School (S)* Downtown (R) Visitor Center (R) Sign 24: Across from Burnstad’s Village Mall Downtown (S)* Aquatic Center (S)* Tomah H.S. (S)* Sign 25: Sime AVE (EB) Fireman Park (L) Industrial Park (L) Sign 26: Sime AVE (WB) Lake Tomah (S)* Fireman Park (R) Industrial Park (R)

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Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment Purpose & Goals This section provides a vision for the revitalization of Downtown Tomah. This vision looks to enhance the existing assets and identify opportunities for redevelopment sites that currently detract from the Downtown. It presents the framework to guide future eďŹ&#x20AC;orts to enhance the Downtown as a place to work, live, shop, eat and play. It is the desire of the community to maintain and enhance the architectural quality of historic buildings in the Downtown; to rehabilitate facades on otherwise appropriate Downtown buildings; to redevelop those under utilized and blighted Downtown properties; to increase housing options and density; and to strengthen City policies and procedures related to design review.

Goals of Land Use & Redevelopment 1. Create an identity for the Downtown and enhance the exist-

Top Development Strategies 83% - Incentivize Redevelopment of Blight 70% - Expand Downtown Events/Marketing 61% - Facade Improvement Grants/Loans 60% - City Purchase to Actively Redevelop

Business Types Desired 63% - Family (Sit-down) Restaurant 60% - Super Club 59% - Bakery 58% - Clothing Store 48% - Deli Shop 43% - Brew Pub 42% - Organic/Local Food Grocer 42% - Arts & Crafts Supplies Store 42% - Book Store

ing business climate.

2. Attract and retain businesses that strengthen and diversify the local economy.

3. Improve the aesthetics of sites and buildings. 4. Expand the housing options in the Downtown to attract new residents, providing more activity along the streets and increasing sales/demand for the Downtown businesses.

(Re)Development Master Plan

Housing Types Desired 67% - Retrofitting Existing Upper Stories 60% - Mixed Use (Res. over Com.) 43% - Senior Housing 37% - Townhomes/Rowhouses 35% - Small Residential Buildings (3-12 Units)

The heart of Downtown Tomah is historic with a set of buildings that should be preserved and maintained in their present form (with adaptations as necessary) for generations to come. But around that historic core, in every direction, are sites that could (and in some cases should) be redeveloped with new structures and configurations in the coming decades. This section identifies and prioritizes the most important opportunities for changes to Downtown properties. Many of these projects will depend upon the interest and initiative of private landowners and developers. This plan is a vision to inform those private eďŹ&#x20AC;orts and to help guide City review of development proposals. The map on the next page illustrates a 20 year outlook for development-related actions, including priority sites to actively promote redevelopment eďŹ&#x20AC;orts. The following pages will discuss these recommendations in more detail. See the Action Plan for proposed timeframes for completing each element described in this section.

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Vision, Strategies & Actions

Survey Results

(Re)DEVELOPMENT MASTER PLAN

Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment Future Land Use The City desires a mixed-use Downtown district consisting of retail, service, office, civic and residential uses. As explained in the City’s Comprehensive Plan, mixed use can be achieved horizontally (i.e., multiple buildings with different uses on a single tract) or vertically (i.e., multiple uses within the same building). Even though the City desires vertical mixed use developments throughout the Downtown, they understand that the mix of uses (especially outside of the Downtown core) may be more easily achieved (and marketed) towards stand-alone single use developments. This is especially true for properties abutting the heavily-traveled Clifton Street, which currently includes highway commercial uses with the buildings set back and parking along the street frontage. Also there portions of Downtown that currently have a residential character that could be marketed towards more intensive “high-quality” residential buildings, potentially with no commercial component. The inclusion of standalone “high quality” residential can increase foot traffic and activity in the Downtown, and increase the sales for existing businesses and increase demand for new businesses to locate Downtown.

CORE Mixed Use

TRANSITIONAL Mixed Use

To that end, the ReDevelopment Master Plan (on the previous page) identifies areas where these alternative future land uses designations may be considered by City oﬃcials, meeting the below future land use descriptions and representatives photos on this page and the next.

High-Density Residential (HDR) The High Density Residential (HDR) areas are intended for housing with densities that exceed five units per acre. Ideal development types for this area include fourplex, townhouses, row houses, apartment buildings, and senior housing.

Commercial (C) Commercial (C) areas are intended for retail, service, and office uses that serve neighborhood, community and regional markets. Ideal development types for this area include a large retail and service business, oﬃce, clinic and health care facility, hotel, restaurant and entertainment business. The type and size of use will be determined by location and market forces.

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Vision, Strategies & Actions

ALTERNATIVE High-Density Res.

ALTERNATIVE (HWY) Commercial

Zoning District(s) Per the City’s Zoning Map, the majority of the planning area is in the Business (B) zoning district. This includes commercial properties, as well as existing single-family homes, along McLean Avenue, Superior Avenue, Kilbourn Avenue and cross streets between. Below describes some concerns with the zoning code as it relates to the Downtown area.

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The Business zoning district is used in both the Downtown area and along major highway commercial corridors (e.g., Clifton Street), which generally have diﬀerent building forms and site layouts. To allow the zoning district to guide both development areas (i.e., highways and Downtown), the code does not restrict the setbacks on the principal building(s) and allows for a greater variety in uses than would generally be oﬀered in a Downtown setting. Therefore, these regulations are relaxed for highway commercial corridors, but potentially not strict enough in the Downtown.

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Single-family homes are a conditional use within the Business zoning district. This designation can make it more diﬃcult for homeowners to update, expand and maintain their single-family homes. Yet, it does make it easier for redevelopment to commercial and mixed use.

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The parking requirements for commercial uses is quite high based on general practice (i.e., 1 stall per 140 SF of retail and 300 SF of oﬃce). This can have an significant impact on the ability to provide a high-density mixed use district.

ALTERNATIVE Adaptive Reuse

For the above reasons the City’s zoning code should be amended to:

Adaptive Reuse Overlay (ARO) The Adaptive Reuse Overlay (ARO) recognizes the importance of this segment of Superior Avenue as a transition between the traditional Downtown core and the commercial nodes near Clifton Street and Washington Street. The ARO district will allow continued occupancy of existing single-family residences or small multifamily buildings, and the reuse, or partial reuse, of existing residential properties for small oﬃce, retail or professional service uses. New construction is allowed and should relate to the scale and rhythm of the surrounding developments within the same block face (e.g. refer to first image under Transitional Mixed Use).

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Update the parking restrictions to be more restrictive and consider reducing, or not requiring, parking within the Downtown core.

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Add a Downtown mixed use zoning district that better controls the character found in the Downtown (including design standards - see the next page for more detail).

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Consider changes to the current regulation for the B Business zoning district to speak directly to areas outside of the Downtown,

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Consider adding an Adaptive Reuse Overlay (ARO) for segments of Superior Avenue that include residential properties that could be adaptively reused for commercial (see overlay explanation on the left and the (Re)Development Master Plan on page 21), and

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Review the zoning map to match the recommendations in this Plan.

Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment Design Standards As discussed in the review of the existing conditions (see Volume I), there is a lack of architectural consistency and inappropriate updates to historic structures within the Downtown. Design Standards establishes zoning regulations that can govern building materials, window and door placement, building scale and proportionality, architectural details, and other important design criteria. Clear standards will help the City achieve a more consistent and successful urban form, and it will make the development approval process more predictable for developers. This Plan recommends either including the standards in a new Downtown mixed use zoning district or establish a “Downtown Design Standards” overlay district. In either case, the Standards should be bound as a separate document in a user-friendly handbook for use by property owners to design improvements to their parcels and by staﬀ and Plan Commission to evaluate proposals. These same standards should be used for evaluating financial assistance for any facade/ site improvements program and referenced when facade improvements are proposed on historic buildings (see page 26). Volume III provides draft standards created for Downtown Tomah during this planning process. The handbook includes a mix of required items (“standards”) and items that are encouraged, sometimes strongly encouraged, but are not required (“recommendations”). It organized into two districts: Downtown Core and Transitional Area, and would apply to all properties within the District, unless a standard specifically states “Downtown Core Only”, or “Transitional Area Only”. The map at on the next page and descriptions below explain the two districts.

Downtown (Historic) Core This zone is comprised of properties abutting Superior Avenue between Council Street and Monroe Street, and expands to McLean and Kilbourn between Monowau and Monroe Streets. The intent of this zone is to ensure that new buildings and redevelopemnt of existing structures reinforce and complement the historic Downtown core.

Top Sign Types 91% - Blade/Projecting Sign 85% - Flat Wall Sign 69% - Awning Sign 68% - Monument Sign

Mass & Setback

81%

40%

25%

Storefront

85%

39%

24%

Parking Edge

85%

84%

Refuge

Transitional Area This zone incorporates areas between McLean and Kilbourn Avenues from Cameron Street to Washington Street, excluding those areas in the Downtown Core (see above). The intent of this zone is to establish a more uniform approach to design that will reinforce an urban, pedestrian-friendly street environment, while continuing to allow for variety and flexibility in building design.

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Vision, Strategies & Actions

87%

85%

Survey Results

GTO N

WASH IN

ALLEY

WAS HIN

DESIGN STANDARDS Facade Improvement DISTRICT MAP Grant/Loan Program

To pro-actively encourage property improvements, the City should establish façade improvement and site design beautification funds. The design standards developed as part of this process can guide (recommendations) / regulate (standards) what type of improvements are eligible, as well as provide guidance in establishing a cohesive Downtown architectural character. The City may also hire a consultant to provide cost eﬀective facade improvement illustrations for buildings within the Downtown to further encourage property owners to make updates to their building(s) that meet the vision of this plan. Below is one such example of how to improve a business facade, while still maintaining and enhancing the historic facades.

GTON

FOSTER

ALLEY

GLENDALE

WOODARD

Transitional Area

CLARK

NOTT

ALLEY

NOTT

WOODARD

ALLEY

JACKSON

Image Provided By: Monroe County Historical Society

MILWAUKEE

ALLEY

KILBOURN

JUNEAU

COUNCIL

PRIVATE RD

WOODARD

ALLEY JUNEAU

SUPERIOR

ALLEY

JUNEAU

CLIFTON

URN

ALLEY

ALLEY 16

ALLEY

Transitional Area N

STOUGHTON

COUNCIL

SUPERIOR

OAK

JUNEAU

PRIVATE RD

MONOWAU

ONOWAU

JUNEAU

PRIVATE RD

GLENDALE

Historic Core

ALLEY

MILWAUKEE

KILBOURN

LACROSSE

LTON

EAST

ALLEY

MCLEAN

MONROE

ALLEY

OAK

ALLEY

SUPERIOR

ALLEY

MCLEAN

SARATOGA

ROE

Historic Preservation

The historical character of Downtown Tomah is one of its most important features. The intact collection of brick commercial buildings, many of them now more than 100 years old, is both noteworthy and beautiful. The City’s historic buildings represent an earlier era of economic vibrance, and their preservation is both dependent upon and necessary to continued economic success in the Downtown area. In most cases the historic character and historic structures support that success – they make Downtown Tomah unique and are part of the draw for customers. Historic structures also come with challenges and costs, and from time to time a property owner may conclude that a building is not economically viable and propose to demolish and replace the building. For those buildings designated as

Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment “strong character” on the Site Significance Map (see Volume I) , there should be a clear policy in place to establish a process by which alternatives to demolition can be sought. One potential way to regulate alterations/removal of historic structures is to adopt a Historic Preservation Ordinance (HPO). In order to administer the HPO, a design review board will be required. This can be by a Historic Preservation Commission (HPC) appointed by the Mayor, or the City can elect to empower an existing local governing board with the duties of a commission, such as the LRPC. The review body can either have binding authority (i.e., the property owner has a legal requirement to comply) or advisory authority (i.e., body makes a recommendation to property owner regarding alteration to their historic structure/property). If the City wants to use federal Historic Preservation Fund, Tomah would need to become a Certified Local Government (CLG), and as a requirement of the CLG, would need to have a Historic Preservation Commission. Beyond reviewing alterations to historic structures, this empowered body can educate historic property owners on best practices and funding opportunities, can help property owners find design solutions that balance historic integrity with economic viability; make recommendations for the listing of a historic site/district in the State/National Register of Historic Places; and way in on proposed removal of historic contributing structures within the community. The Downtown Design Standards (in Volume III) could be a reference for the review body, especially the “Historic Cleaning & Restoration” section.

Existing Facades

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Vision, Strategies & Actions

Image Provided By: Monroe County Historical Society

Reinvestment Opportunities Within the Downtown area there are several parcels that oﬀer significant opportunities for reinvestment and/or redevelopment. As discussed in the Existing Conditions (see Volume I), parcels that are strong candidates for redevelopment are vacant, for sale, have low improvement value (relative to land value), or have buildings that are in poor condition. The map on the on the next page illustrates opportunities for reinvestment/redevelopment in the Downtown.

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Red parcels are the most viable for redevelopment, as they have no structures (shown in dark red), or have structures in poor conditions with low improvement value as compared to land value (shown in light red).

ALLEY

WASH IN

ALLEY

WOODARD

ALLEY

MCLEAN

ALLEY

Vacant

WOODARD

ReInvestment Opportunities FOSTER Low Value & Poor Building Conditions Low Value

ALLEY

Poor Building Conditions

ALLEY

CLARK

ALLEY

EAST

MONROE

MILWAUKEE

ALLEY COUNCIL

COUNCIL

ALLEY

STOUGHTON

ALLEY

SUPERIOR

HOLTON

KILBOURN

ALLEY

PRIVATE RD

COUNCIL

JUNEAU

GLENDALE

JUNEAU

KILBOURN

ALLEY

JUNEAU

SUPERIOR

OAK

ALLEY

PRIVATE RD

MONOWAU

ALLEY

CLIFTON

HOWARD

MASON

KILBOURN

ALLEY

131

HOLTON

CAMERON

MCLEAN

CLIFTON

WISCONSIN

PRIVATE RD

EAST

KILBOURN

MILWAUKEE

ALLEY

SUPERIOR

ALLEY

WOODARD

LACROSSE

WISCONSIN

ALLEY

SUPERIOR ALLEY

OAK

LACROSSE LACROSSE

COUNCIL

The rendering shown below (and on the previous page) illustrates how facade improvements can positively impact a business’ curb appeal. Design elements include opening up the ground floor with windows, extending rooflines to hide mechanical equipment, establishing vertical proportions to break up the block face, incorporating higher quality building materials, and providing signage that does not over power the building facades, etc.

Single Family Residential

SARATOGA

Redevelopment Concepts As discussed above, Downtown Tomah has several sites that are prime for redevelopment. To further the rejuvenation of the Downtown, these sites should be actively redeveloped to meet the City’s vision for the Downtown. One of the challenges of planning for redevelopment is envisioning how an area could be diﬀerent than it is today. The following pages presents conceptual development approaches for several high priority sites.

NOTT For Sale (as of 12/2015)

ALLEY

NOTT

ALLEY

Yellow crosshatched parcels are single family residential properties that are zoned Business, which suggest the site could be a redevelopment opportunity; however, the property is being maintained and are contributing to the tax base (i.e., improvement value is more than land value).

GTON

ALLEY

JACKSON

KSON

EAST

JOHN

GLENDALE

NTON

SUMNER

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Brown parcels are the least viable for redevelopment, as the parcels are not for sale and have buildings with significant value; however, there may be opportunities for reinvestment to improve the building poor exterior condition.

REINVESTMENT MAP

CLARK

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Orange parcels are viable for redevelopment, but do have buildings that are relatively maintained; however, the improvements (buildings) have less value than the land.

SUMNER

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Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment 804-816 Superior Ave, & Surface Parking Lot 1.24 Acres (7 Parcels)

Alternative One includes a 4-story building fronting Superior Avenue with 15,275 square feet of commercial space at street level and 30 residential units (see typical upper story floor plan on then next page). There is 3 surface parking stalls with approximately 42 spaces provided undgerground. Additional parking would be shared with the Community Theatre using the lot across the alley. Additional surface parking could be provided from redevelopment of the two remaining single-family homes on the block. Vehicle access would be from the alley. The main design features include:

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Building has variation in building plane to provide visual interest and to break up the facade

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Building is minimally setback to allow a wider pedestrian and landscaping zone

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Building fronts the major streets (100% of Superior Avenue & 70% of La Crosse Street)

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Unique space at the Superior/La Crosse corner and the new building and 800 Superior Avenue property (VIP Realty)

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Landscaped buﬀered parking area and screened dumpster area

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Vision, Strategies & Actions

Representative Photos

804-816 Superior Ave, 801 Kilbourn Ave, 805 Kilbourn Ave, & Surface Parking Lot 1.60 Acres (9 Parcels)

Alternative Two includes a 4-story building fronting Superior Avenue with the first two stories providing 30,550 square feet of commercial space and 20 residential units in the upper two stories (see typical upper story floor plan on the right). There are 9 surface parkings spaces provided oﬀ alley with the majority of the parking being shared in a new 2.5-story parking garage. The parking garage would provide an additional 1,900 square feet of commercial space along La Crosse Street. Vehicle access is from La Crosse Street.

Upper Floor Plan Residential Floor

The main design features include:

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Building has variation in building plane to provide visual interest and to break up the facade

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Building is minimally setback to allow a wider pedestrian and lanscaping zone

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Building fronts the major streets (100% of Superior Avenue & 70% of La Crosse Street)

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Unique space at the Superior/La Crosse corner and the new building and 800 Superior Avenue property (VIP Realty)

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Landscaped buﬀered parking area and screened dumpster area

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Commercial space attached to parking garage provides activity and visual interest to a generally blank/dead facade

Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment 1200-1210 Superior Ave 0.70 Acres (4 Parcels)

The illustrated design includes a 3-story mixed use building at the corner of the Superior/Juneau intersection. As shown, there is 6,300 SF of commercial along the first floor with 12 residential units in the upper two stories. There are 45 parking spaces provided with access from Superior Avenue and the alleyway behind the property. To the south of this redevelopment area is the City’s planned Downtown Information Center and public restrooms site (planned design as illustrated). The main design features include:

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To emphasize the Superior/Juneau intersection, the building was pulled back (allowing for a plaza space) and an architecturally significant feature and entry was provided at the corner

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The building includes open porticos on the first floor to provide the necessary footprint to have residential units along a double-loaded hallway on the upper stories (yet, reduce the footprint on the first floor - see lower image on right)

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Parking is mostly hidden along the back of the building with some parking along the side of the building that is buﬀered by a landscape median

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Vision, Strategies & Actions

Representative Photos

1301-1321 Superior Ave 1.04 Acres (6 Parcels)

The illustrated design includes two 2.5-story rowhousing buildings fronting on Superior Avenue with a total of 10 residential units. Parking is provided in rear attached garages with access from the alleyway. This design is a conservative response to building coverage and number of units. If more units are desired, the building could wrap around to the side streets (upper right image) and/or the two buildings could become one with the building stretching the entire Superior frontage (lower right image). In either case, the desire is for the infusion of new residential unit types into the Downtown that will increase activity and demand for businesses. This type of development is ideal for the transitional areas outside of the Downtown historic core. The main design features include:

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Building is setback by a landscaped yard to provide privacy and separation from the public sidewalk and roadway

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At least one unit in each building is unique to give some variety in the facade

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Some driveways are combined to reduce the number of access points on the alleyway and reduce the amount of impervious area

Representative Photos Downtown Master Plan

City of Tomah, WI

Land Use & Redevelopment 1600-1618 Superior Ave, 1619-1623 Kilbourn Ave, & 115 E. Clifton St 1.45 Acres (7 Parcels)

This site is on a prime corner and may draw interest from varying development types. Unlike the majority of the planning area, this site may be most suitable for a “high-quality” highway commercial development. Per the design shown above, there is room for a 13,600 square foot building with roughly 50 parking spaces and a drive-thru along the back. Access may be restricted on Superior Avenue, but should be available from the remaining streets (i.e., Clifton Street, Mason Street, and Kilbourn Avenue). The main design features include:

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The drive-thru window is along the back of the building (mostly hidden from the major roadways)

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Walkways and decorative crossings are provided between the building entrance to the public sidewalk

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Parking is shown with landscaping between the public sidewalk and the parking areas

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Service area and dumpsters are partially screened from the primary roadways

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Vision, Strategies & Actions

Representative Photos

215 E. Clifton St 2.64 Acres (2 Parcels)

This site provides an opportunity for a commercial, residential or mixed use development. As shown, the site could accommodate a 3-story residential building with a 1.5-story book-end commercial space (5,400 square feet). The majority of the parking is provided by a surface lot (roughly 100 spaces) with the remaining portion provided underground. Underground parking is an amenity to housing developments, as it raises the cost of the project, which in turns raises the cost of rent (apartments) / unit price (condo). The density of the development could be greater or smaller than presented, depending on if and how much underground parking is required/desired. The main design features include:

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Building is setback by a landscaped yard to provide privacy and separation from the public sidewalk and roadway

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The u-shaped building and internal green space provides a leisure space for residents away from the busy roadway (example image in lower right)

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The commercial space provides an opportunity to draw from the major roadway, while providing a potential amenity to the residents of building

Representative Photos Downtown Master Plan

City of Tomah, WI

Action Plan This section contains a compilation of the various actions recommended in this Plan to translate this vision to reality. Accompanying each action are recommended time frames for completion (i.e., On-going/Annual, Immediate, Short Term, Mid Term and Long Term) and the entity (or entities) with the primary responsibility in pushing the action forward. See page 40 for the action list summary table.

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Administration (A)

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Many of the strategies identified in this section presume the use of existing City implementation tools, including operational tools (e.g. annual budget process, capital improvement program) and regulatory tools (e.g. land use regulations, building codes, housing codes). To further enhance the marketability of Downtown Tomah, the City may consider the following administrative actions.

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A-1. Review action plan on an annual basis as part of the City’s budgeting and strategic planning processes. This review should discuss items completed over the prior year, re-evaluate the actions based on funding and existing opportunities, and adjust action timeline based on the evaluation. Timeframe: On-going Responsibility: LRPC & City Council

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A-2. Enforce existing City codes regulating rental housing to ensure occupant safety and neighborhood stability, especially as more units are constructed. Timeframe: On-going Responsibility: Buildng Inspector & City Council

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A-3. Amend the current zoning code and map. The zoning district controlling the majority of the Downtown also controls development in Tomah’s commercial corridors. Therefore, there are many restrictions that do not accurately control development in a Downtown setting. Consideration should be given to amending the map to accurately portray the uses, and/or consider a new Downtown commercial zoning district. Timeframe: Short Term (2018-2020) Responsibility: Plan Commission & City Council

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Vision, Strategies & Actions

A-4. Adopt and administer the Downtown Design Standards created in this Plan. It is recommended the design standards get adopted to either a new Downtown zoning district (see A-5), or as an overlay zoning district. Timeframe: Immediate (2017); On-going Responsibility: LRPC, Plan Commission & City Council

A-5. Create and manage a façade improvement grant/loan program to encourage exterior building improvements. This program will fund preservation, restoration and maintenance within the Downtown by providing matching grant funds or low-interest financing through existing TID #8. Timeframe: Immediate (2017); On-going Responsibility: LRPC, Plan Commission & City Council

A-6. Consider adopting a Historic Preservation Ordinance (HPO) and establishing a review board. This ordinance will establish procedural requirements to guide and in some cases restrict alterations or removal of architectural elements on historic contributing structures. In order to administer the HPO, a design review board will be required (i.e., Historic Preservation Commission, or empower an existing local governing board with the duties of a commission). The review body can either have binding or advisory authority. Timeframe: Immediate (2017) Responsibility: LRPC, Plan Commission & City Council

A-7. Develop a “pop-up” store program.

This program identifies vacant storefronts that can be used for short-term leases (e.g., weekend/week event, or three months lease) that are subsidized or completely paid for by the City/CVB. This could be done at any point of the year, but may be most beneficial around the holiday shopping season. Ideal storefronts include those that have working plumbing, are up to code, and have willing property owners that would oﬀer reduced rents (and possibly cover utility costs). There may be opportunities to align this program with Western Technical College for credits in their business curriculum. Viroqua Chamber Main Street is a good model to consider.

Timeframe: Short Term (2018-2020); On-going as needed Responsibility: CVB & City Council

tree, etc.) or provide to a general streetscaping project fund. Cost of sponsorship should cover the cost for a personalized plaque to memorialize the tax-deductible donation.

Funding Strategies (FS)

Many of the projects identified in this plan have a cost associated with them. The following funding options may be utilized.

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FS-1. Review TID Plan to match the planned actions of the Redevelopment Plan. The majority

Timeframe: Short-Term (2018-2020) Responsibility: City Staﬀ & City Council

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of downtown properties are in TIF District #8. Eligible projects to be funded by TIF include developer loans/ grants/incentives, streetscaping features, street lighting, parking infrastructure, transportation improvements, utility improvements, promotion and economic development.

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Timeframe: Immediate (2017) Responsibility: LRPC, Plan Commission & City Council

Park Service and the WI Historic Preservation Oﬃce, each local community works through a certification process to become recognized as a CLG. Once certified, Tomah would become an active partner in the Federal Historic Preservation Program., and opens doors to funding, technical assistance, etc. There is currently 70 CLG communities in Wisconsin, including the City of Sparta.

FS-2. Consider the creation of a Business Im-

Timeframe: Short-Term (2018-2020) Responsibility: City Staﬀ & City Council

provement District (BID). A BID allows businesses with a self-defined district to develop, manage, maintain and promote the district, and establish an assessment (i.e., tax levy) to fund those activities. A BID generally focuses on marketing events/materials, install/ maintenance of beautification projects, and support of Main Street Programs/Events. Timeframe: Mid-Term (2021-2029) Responsibility: Downtown Businesses & City Council

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FS-3. Continue to use the City’s Business Revolving Loan program to expand job growth and new investment in the Downtown. The Business Revolving Loan program provides low-interest loans for projects that will create new jobs, assist businesses to maintain or expand existing operations and advance the community’s economic development goals and objectives. The revolving fund is intended to provide a financial incentive for businesses and industries to invest in their own growth potential by providing the necessary leverage money. Timeframe: On-going Responsibility: CDA & City Council

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FS-5. Consider becoming a Certified Local Government (CLG). Jointly administered by the National

FS-4. Consider developing a Streetscape Sponsorship Program. This is a supplementary eﬀort to oﬀset the costs to implement streetscaping improvements. Brochures should be dispersed to residents and businesses providing the opportunity to sponsor a specific streetscaping element (e.g., bench, planter,

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FS-6: Consider applying for viable grant programs to help fund the projects identified in this plan. Below are programs that are most likely to award money to these projects. CDBG-Public Facilities (CDBG PF) to build public uses/facilities or reconstruct public infrastructure (underground utilities, streets, sidewalks, decorative street scaping, etc) in the Downtown area. CDBG PF grant funding up to $500,000 is available annually through this program CDBG-Housing for upper floor apartment conversions are available on an annual basis. Benefit to low-moderate income households must be demonstrated. Stewardship Program for park land acquisition and park and trail improvements (Note: that this program is funded through 2020, but may not be further extended). CDBG-Blight Elimination / Brownfield Redevelopment (BEBR) grants may be used to demolish blighted structures to make way for viable private re-uses. WEDC Community Development Investment Grant Program support urban, small city and rural communities re/development eﬀorts by providing financial incentives for shovel-ready Downtown community-driven projects.

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Time frame: Ongoing Responsibility: City Staﬀ, CDA, Developer & Consultant

Downtown Master Plan

City of Tomah, WI

Action Plan businesses already have websites, verify the content includes keywords that would be found if someone used a search engine to look for the business. Also make sure the businesses have completely filled out profiles on search enginees (e.g. Google). To encourage reviews, post stickers or posters at area businesses to encourage people to review local businesses.

Marketing & Events (ME)

Efforts to increase residents, visitor, and retail traffic to Tomah Downtown businesses will lead to a stronger local economy. An important part of this effort is marketing, outreach and event promotions, as described below.

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ME-1. Work with the Chamber to adopt a new/updated City brand (logo and tagline). The GTACVB is working on providing new brand ideas for the City, including initial feedback provided during this planning process. If the brand is updated or replaced, the City should adopt it and find ways to incorporate it in the Downtown streetscape, especially in banners and community/wayfinding signage. Timeframe: Immediate (2017) Responsibility: CVB & City Council

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Timeframe: On-going Responsibility: CVB & Downtown Businesses

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chure, pamphlet, online resource, etc.) to promote business-related funding options. At a minimum this includes the City’s RLF program and proposed TID #8 façade grant program. Timeframe: On-going Responsibility: CVB & Downtown Businesses

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ME-2. Create/Expand a Buy Local Campaign. The majority of business sales come from the local population, so this group should be encouraged to shop locally. There are small communities surrounding Tomah that should be targeted for the Buy Local campaign as they are within the City’s trade area.

ME-3. Work with Downtown businesses to hold special hours collectively outside of their general business hours that align with consumer habits. Downtown Tomah, like many small Downtowns, do not see many retail and service hours past 5/6pm during the week, past 4pm on Saturdays and no hours on Sunday. Feedback received during this project suggest a desire for extended hours. An eﬀective strategy may be to unify various retail businesses around collectively staying open extended, or untraditional, hours a few times a month on set days. For example, the first and last Friday of every month have hours until 7/8pm and possibly one Sunday a month open at least 3-4 hours (e.g., 12-3pm). Timeframe: Immediate (2017) Responsibility: CVB & Downtown Businesses

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ME-4. Add/update business websites and promote business reviews on major review sites (Google, Yelp, Urbanspoon, Trip Advisor). If

Volume Two

Vision, Strategies & Actions

ME-6. Produce media advertisements.

Traditional media is important, as not everyone gets their information from online sources. Businesses should market though multiple media sources inconjunction with special events on a quarterly basis. If this is too costly, take out a large ad space with space for smaller individual business ads in popular area newspapers.

Timeframe: On-going Responsibility: CVB & Downtown Businesses

Timeframe: Immediate (2017) Responsibility: CVB & Downtown Businesses

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ME-5. Create marketing materials (e.g., bro-

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ME-7. Develop a strategy to recruit successful local retailers. There are several comparable communities in close proximity to Tomah that could have successful (local) retailers that may consider a second or third location. This is an opportunity worth exploring for Downtown Tomah, especially those that meet the City’s existing demand gaps (See Volume I). Timeframe: On-going Responsibility: CVB

ME-8. Expand the involvement of local businesses in Tomah’s Downtown community events and explore other events that the community could host. The City should promote existing events on local media outlets to reach the regional population. Other events that the community could consider hosting include art/mural installations, Taste of Tomah (Downtown food vendors), movie nights, sidewalk sales, Christmas Tree lighting (in Gillett Park). Timeframe: On-going Responsibility: CVB & Plan Commission

ommended to include decorative paving, landscaping, planter, bollards (optional), and banner poles. As denoted on the Public Improvement Master Plan, the repeating module helps to unify the entire corridor while promoting the community and Downtown.

Streetscaping (SS)

This section recommends public improvements to enhance the overall aesthetics of the Downtown. The installation of these projects would be most economical if completed at the time of a WisDOT road reconstruction project; however, Superior Avenue is not in WisDOT’s 6-year highway program and funding for transportation-related projects has been dwindling over the last decade. If the City wants to start working towards the vision in the near- to mid-term, some actions may need to be considered prior to road reconstruction taking advantage of current low interest rates and the TID (depending on the increment collected and expenditures planned/made).

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SS-1. Discuss internally and with WisDOT about potential removal of Superior Avenue’s concrete medians in the Downtown core. The concrete me-

Timeframe: Short-Term (2018-2020) Responsibility: LRPC & City Council

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tinental pattern on designated crosswalks. All major crossings, especially at signalized intersections, should receive this enhancement. Further consideration should be given to all intersections in the Downtown core. Timeframe: Short-Term (2018-2020) Responsibility: WisDOT, City DPW & City Council

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Timeframe: First Phase - Short-Term (2018-2020); Second Phase - Mid-Term (2021-2028) Responsibility: City Staﬀ, City DPW & City Council

Timeframe: Short-Term (2018-2020) Responsibility: WisDOT, LRPC & City Council

SS-2. Replace Superior street lights from Clifton to Washington. It is assumed that new light fixtures will use the existing light pole locations and existing conduit (where feasible). As recommended in this plan, the proposed lighting scheme will have tall lights (24-26 foot) at the ends of blocks (excluding signal locations) and shorter poles (16-18 foot) at midblock. Taller poles should receive banner arms (except for where wayfinding signage impacts banner usage) and shorter poles should receive flagpole holders. The City should consider working with Alliant Energy, as they have program which will finance the installation and maintenance of street lighting over a 10 years. Timeframe: Short-Term (2018-2020) Responsibility: WisDOT, LRPC & City Council

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SS-3. Install a unifying streetscape module at the ends of several grass medians promoting the Downtown, special events and local organizations. This unifying streetscape module is rec-

SS-5. Add more benches, trash receptacles, and bike racks from end to end. Recent installations has set a good theme for the Downtown. Existing/future bumpouts provide a great opportunity to include street furniture. See the Public Improvements Plan and the streetscape detail on page 13 for the proposed streetscaping improvements for the Downtown area. To reduce upfront costs, these elements may roll out in two installments with a focus on the core area first.

dian runs between Council Street to Monroe Street. If removed, this additional space can be used to widen the sidewalks. Since Superior Avenue is a designated state highway, coordination with WisDOT will be integral in making a decision regarding the viability of removing the medians. This decision has implications on many of the streetscaping actions listed here.

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SS-4. Paint crosswalks utilizing ladder or con-

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SS-6. Add a decorative sidewalk terrace from Council Street to Monroe Street. The preferred decorative material/construction is paver with a concrete underlayment 1-5-3 feet wide. To be unique from the majority of communities, consider using tan/gray cobblestones. Timeframe: Mid-Term (2021-2028) Responsibility: LRPC, City DPW & City Council

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SS-7. Add bumpouts along Superior Avenue at Council Street (north side only). The bumpouts should carry the proposed decorative paving as suggested in the sidewalk terrace with the inclusion of streetscape features (e.g., bench, trash receptacle, bike rack, etc.) and landscaping. See the streetscape detail provided on page 13. Consider this improvement at the same time as Actions SS-6, SS-8 and SS-9. Timeframe: Mid-Term (2021-2028) Responsibility: WisDOT, LRPC, City DPW & City Council

Downtown Master Plan

City of Tomah, WI

Action Plan ■

dian. See the Public Improvements Plan for recommended crossings enhancements.

SS-8. Reconstruct Juneau Avenue to include angled parking and wider sidewalks / bumpout. Similar to Milwaukee Street, make Juneau one-way for one block oﬀ of Superior with flow west towards Mclean and east towards Kilbourn. This allows for a wider “plaza” bumpout on side street and angled parking (on south side only). Consider this improvement at the same time as Actions SS-6 and SS-7. See the streetscape detail provided on page 13. Timeframe: Mid-Term (2021-2028) Responsibility: LRPC, City DPW & City Council

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SS-9. Add decorative paving and streetcaping

Timeframe: Long-Term (2029-2040) Responsibility: WisDOT, City DPW & City Council

Parking & Signage (PS)

This plan identifies a set of strategies the City will consider to improve Downtown parking and signage, as described below.

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follow the proposed recommendations of this Plan. The recommendations include redesigning the

elements in existing bumpout in the Downtown core, and consider the possibility of expanding the bumpouts to drive lane. The bumpouts oﬀer

look of the sign, minimizing the destinations to three per sign (per WisDOT standards), including parking as a destination in the community signage program, and adding trailblazer signs on side streets to direct users to destinations requiring additional turns. See the Wayfinding Signage Plan.

an opportunity to provide Downtown greenery and street furniture (See the streetscape detail provided on page 13), while maintaining at least a 6-foot clear path. This improvement should be consider when Action SS-6 is getting designed and installed.

Timeframe: Short-Term (2018-2020) Responsibility: LRPC & City Council

Timeframe: Mid-Term (2021-2028) Responsibility: WisDOT, LRPC & City Council

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SS-10. Add a decorative sidewalk terrace from

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This location is not ideal for a community sign due to its visibility issues and proximity to the City boundaries.

construction is paver with a concrete underlayment 1-5-3 feet wide. To be unique from the majority of communities, consider using tan/gray cobblestones.

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Timeframe: Short-Term (2018-2020) Responsibility: LRPC & City Council

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rative material/construction is paver with a concrete underlayment with a minimum of 3-feet in width. This should match the material/color as proposed in the sidewalk terrace (i.e., tan/gray cobblestones).

vides strong visibility and is located at the edge of the Downtown corridor from the north. The current sign has some legibility issues and would be better served promoting the Downtown, and/or local civic organizations. The sign should be altered to provide a stronger presence, including a heavier base and larger sign face.

Timeframe: Long-Term (2029-2040) Responsibility: City DPW & City Council

Timeframe: Short Term (2018-2020) Responsibility: LRPC & City Council

SS-12. Add 3/4-foot paver crosswalk borders at specified intersections from end to end. It is proposed that the crosswalks use similar, if not the same, decorative material proposed in sidewalk terrace/me-

PS-3. Upgrade the sign in the northeast corner of the Superior/Washington intersection (Amtrak Station property). This location pro-

SS-11. Add decorative paving in the median from Council Street to Monroe Street (where possible), UNLESS THERE IS A PLANNED REMOVAL OF MEDIANS (see SS-1). The preferred deco-

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PS-2. Remove the community sign in the northeast corner of the Superior/Clifton intersection.

Nott Street to Railroad Tracks (north of Washington Street). The preferred decorative material/

Timeframe: Long-Term (2029-2040) Responsibility: WisDOT, LRPC, City DPW & City Council

PS-1. Update the wayfinding signage system to

Volume Two

Vision, Strategies & Actions

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PS-4. Improve Parking Eﬃciency.

The City should monitor the parking conditions at a minimum on an annual basis. If the parking becomes strained along any portion of Superior, the City should consider im-

proving parking eﬃciency. This can be accomplished by creating short-term parking stalls near businesses where people want to get in and out quickly (e.g., markets, florists, coﬀee shops) and instituting smaller “compact car” parking stalls in order to increase parking along storefronts.

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Pee property to provide a mixed use development. It will be important this development sets the stage for additional Downtown redevelopment. Public assistance (TIF) could be considered if advantageous for the City and the Downtown.

Timeframe: Annual Review Responsibility: City DPW & City Council

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Timeframe: Immediate (2017) Responsibility: Forward Tomah Development Corp., Plan Commission, & City Council

PS-5. Improve Event Parking.

During special events at Gillett Park parking has been an issue, especially for the disabled and elderly population. A portion of parking areas surrounding the park can be designated for this population.

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sistance (TIF) could be considered if advantageous for the City and the Downtown. Push for development that meets the City’s demand gap (see Volume I). Timeframe: Short-Term (2018-2020) Responsibility: Forward Tomah Development Corp., CVB & City Council

PS-6. Add Handicap and/or Veteran/Elderly Parking stalls. Consider adding one reserved stall every block along Superior Avenue, switching from side to side every block (i.e., one block eastside, next block westside, etc.).

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Examples include: 1) the City or Forward Tomah Development Corp. can acquire land, prepare it for redevelopment, and solicit redevelopment proposals; 2) the City can assist with low-cost financing or provide incentives using TIF funds; and, 3) the City can commit to a long-term lease within a private development for a public space.

PS-7. Add angled parking along west side of Kilbourn Avenue. Initially develop along Gillett Park. If parking becomes strained consider extending angled parking on westside of Kilbourn Avenue from Holton to Monowau. Parellel parking should remain on the east side of the street (where feasible). Timeframe: Mid Term (2021-2028) Responsibility: City DPW & City Council

Timeframe: On-going Responsibility: Forward Tomah Development Corp., CVB & City Council

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Redevelopment (R)

R-1. Promote Downtown housing. Housing is important to the stability of the Downtown. To help promote this type of development, housing shall be allowed on the ground floor in Downtown transition areas, and above ground floor in the Downtown core. This should be considered if/when the zoning code/ map is updated (see A-3). Timeframe: On-going Responsibility: Tomah Housing Authority, Plan Commission, & City Council

R-5. Consider purchasing 1201 Main Street (if property goes on the market or if the business could be relocated) to build a plaza and lease the building to an active user. As depicted in the vi-

This section lists strategies to help move forward the redevelopment concepts in this Plan.

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R-4. Consider public-private partnerships to actively move forward redevelopment projects.

Timeframe: Immediate (2017) Responsibility: City Staﬀ, City DPW & City Council

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R-3. Meet with property owners of the properties identified in the Priority Redevelopment Map to discuss long-term intentions. Public as-

Timeframe: Immediate (2017); On-going Responsibility: City Staﬀ & City Council

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R-2. Work with new owners of the former Tee

sion graphic and facade improvement example, there is an opportunity to provide a plaza space in front of the building with landscaping/trees and outdoor seating. After updating the facade, the building could be leased with preference to a use that would actively use the plaza space (e.g., ice cream shop, coﬀee shop, deli shop). The City could also consider allowing a food truck to use the plaza and its seating.

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Timeframe: Long-Term (2029-2040) Responsibility: Forward Tomah Development Corp., City Council

Downtown Master Plan

City of Tomah, WI

Action Plan ACTION COMPLETION TIMELINE SUMMARY

On-going ■ Adminstration-1 ■ Administration-2 ■ Administration-4 ■ Funding Strategies-3 ■ Funding Strategies-6 ■ Marketing & Events-4 ■ Marketing & Events-5 ■ Marketing & Events-6 ■ Marketing & Events-7 ■ Marketing & Events-8 ■ Parking & Signage-4 ■ Redevelopment-1 ■ Redevelopment-4

Short-Term (2018-2020) ■ Adminstration-3 ■ Adminstration-7 ■ Funding Strategies-4 ■ Funding Strategies-5 ■ Streetscaping-1 ■ Streetscaping-2 ■ Streetscaping-3 ■ Streetscaping-4 ■ Streetscaping-5 (phase one) ■ Parking & Signage-1 ■ Parking & Signage-2 ■ Parking & Signage-3 ■ Redevelopment-3

Immediate (2017) ■ Adminstration-4 ■ Adminstration-5 ■ Adminstration-6 ■ Funding Strategies-1 ■ Marketing & Events-1 ■ Marketing & Events-2 ■ Marketing & Events-3 ■ Parking & Signage-5 ■ Parking & Signage-6 ■ Redevelopment-2

Mid-Term (2021-2028) ■ Funding Strategies-2 ■ Streetscaping-5 (phase two) ■ Streetscaping-6 ■ Streetscaping-7 ■ Streetscaping-8 ■ Streetscaping-9 ■ Parking & Signage-7

Volume Two

Vision, Strategies & Actions

Long-Term (2029-2040) ■ Streetscaping-10 ■ Streetscaping-11 ■ Streetscaping-12 ■ Redevelopment-5

CITY OF TOMAH Image Provided By: Monroe County Historical Society

Downtown | Master Plan VOLUME THREE

Standards | Design Handbook

Adopted 04/11/17

â&#x20AC;&#x153;A manual to help To be used as guidelines the City achieve a until handbook is codified more consistent and successful urban form in the Historic Downtown.â&#x20AC;?

Table of Contents 2-10 3. 6. 7.

11-13 11. 12. 13.

14-19 ADMINISTRATION

14. 15. 16. 18. 19.

20-23 20. 22. 23. 24.

City of Tomah, WI

ADMINISTRATION Administra on Process Flow Chart Terms

SIGNAGE DESIGN Sign Type Usage Sign Placement, Installa on & Ligh ng Sign Materials, Colors & Le ering

SITE DESIGN Street Rela onship Exterior Ligh ng Parking Areas Storage & Service Areas Landscaping

BUILDING DESIGN Scale, Ar cula on & Roofline Projec ons (awnings, canopies, bay window, etc.) Windows, Doors, & Garages Colors & Materials

25-26

HISTORIC RESTORATION & PRESERVATION

28-30

CERTIFICATE OF APPROPRIATENESS

31-XX

CHECKLIST

Administra on The Tomah Downtown Design District is intended to encompass commercial, mixed use, industrial mul -family residen al and civic proper es in the downtown area. The District includes historic structures that should be preserved, and non-historic proper es that are candidates for redevelopment. All building or site improvement ac vi es must conform to the standards defined herein.

DESIGN OVERLAY DISTRICT MAP IAMS

It is not the intent of these standards to require altera ons beyond the scope of a proposed change, meaning that, for example, window replacements will not automa cally trigger structural changes or awning changes.

ALLEY

WASH IN

JOHN

ALLEY

EAST

WOODARD

FOSTER

ALLEY

BROWNELL

ALLEY

GLENDALE

ALLEY

WOODARD

ALLEY

ALLEY ALLEY

Transitional Area

CLARK

HOLLISTER

NOTT

SUPERIOR

COUNCIL

ALLEY

MCLEAN

HOWARD

MASON

CLIFTON

GRAIN

KILBOURN

ALLEY

HOLLISTER

CAMERON

ALLEY

Transitional Area

HOLTON

WISCONSIN

EAST JUNEAU

PRIVATE RD

JUNEAU

PRIVATE RD

JUNEAU

KILBOURN

JUNEAU

GLENDALE

WOODARD

ALLEY JUNEAU

131

Transi onal Area

COUNCIL

ALLEY

COUNCIL

SUPERIOR

OAK

JUNEAU

PRIVATE RD

MONOWAU

EAST

ALLEY

MILWAUKEE

ALLEY

MILWAUKEE

Historic Core

ALLEY

OAK

LACROSSE

KILBOURN

Downtown Core

ALLEY

LACROSSE

ALLEY

MONROE

MCLEAN

MONROE

SUPERIOR

ALLEY

MCLEAN

SARATOGA

ADMINISTRATION

SUMNER

The Design District is organized into two dis nct zones: Downtown Core and TransiƟonal Area. The Design Standards will apply to all proper es within the District, unless a standard specifically states “Downtown Core Only”, or “TransiƟonal Area Only”. The map at right and descrip ons below explain each of these zones:

GTON

JACKSON

NOTT

Design District Sub-Areas

This zone incorporates areas between McLean and Kilbourn Avenues from Cameron Street to Washington Street, excluding those areas in the Downtown Core (see above). The intent of this zone is to establish a more uniform approach to design that will reinforce an urban, pedestrian-friendly environment, while con nuing to allow for variety and flexibility in building design.

HING TON

JACKSON

ARL

This zone is comprised of proper es abu ng Superior Avenue between Council Street and Monroe Street, and expands to McLean and Kilbourn between Monowau and Monroe Streets. The intent of this zone is to ensure that new buildings and redevelopemnt of exis ng structures reinforce and complement the historic downtown core.

WAS

BENTON

STOUGHTON

Any modifica on to a building exterior design (new paint, siding, doors, windows, awnings, etc.) or site design (parking, ligh ng, storage areas, etc.) must receive approval from the Zoning Administrator and/or Long Range Planning Commi ee based on these standards, even if a building permit is not otherwise required.

INTENT

SUMNER

The Downtown Design Standards apply to all parcels in the Downtown Design Standards Overlay District, excluding single-family lots; however these standards DO NOT require a property owner/ leaseholder to modify their building(s).

HOLLISTER

Applicability

Downtown Design Standards

Administra on Presubmittal Information WHAT IS THE DIFFERENCE BETWEEN A STANDARD AND RECOMMENDATION? Required standards are located in the upper por on of each page, and these standards will be enforced, unless a waiver is granted.

ADMINISTRATION

Recommenda ons are located in the lower por on of the each page. For privately-funded projects, the property owner/leaseholders are encouraged to conform to the recommenda ons, but they will not be enforced as part of the City’s Zoning Ordinance. For any project that includes City funding assistance, the property owner/ leaseholders may be required to meet the corresponding recommenda ons in addi on to the standards.

ON WHAT GROUNDS CAN I GET A WAIVER? Waivers are granted by the Long Range Planning Commi ee on a case-by-case basis and are decided based on a applicant’s ability to demonstrate one or more of the criteria listed below. The waiver applica on shall be made in wri ng, in a form deemed appropriate by the Zoning Administrator. A) the required design feature cannot be met on the site B) the requirement would create undue hardship for the applicant as compared to other proper es in the district C) the intent of the standards can be successfully met with an alterna ve design

WHAT IS A CERTIFICATE OF APPROPRIATENESS? A Cer ficate of Appropriateness (COA) is the mechanism by which the City confirms any exterior site or building changes in the Downtown Design Overlay District are in compliance with these design standards. Building permit(s) and Historic Preserva on Commission approval may also be required.

City of Tomah, WI

Applicants should review this Handbook, the City’s Zoning Ordinances (Municipal Code: Chapter 52, and City’s Historic Preserva on Ordinance (if applicable) at the beginning of the design process, and are encouraged to meet with the Zoning Administrator to discuss the project. The following items must be submi ed for review, unless the Zoning Administrator determines that they are not needed because the project is limited in scope: • • • •

Cer ficate of Appropriateness Applica on (see the next page for more informa on) Design Standards Checklist (see the last sec on of this Handbook) Illustra ons, diagrams, samples, and spec sheets Site Plan showing all of the important features planned for the site, including, as applicable: trash/recycling, walkways, vehicle parking/ circula on, landscaping, and ligh ng

Certificate of Appropriateness Process If you need a Cer ficate of Appropriateness (COA) for your project, you must fill out the applica on for a COA contained within this design handbook (located in the last sec on). Describe your proposed improvements in detail and submit the applica on with eight (8) sets of plans and/or sketches of the proposed work, historic and current photos of the property, and color and/or material samples where appropriate. Proposals and applica ons should be submi ed to the City’s Zoning Administrator at Inspec on & Zoning Department, City Hall, 819 Superior Avenue, Tomah 54660. The process for a aining a Cer ficate of Appropriateness is described on the next page. Any issuance of a Cer ficate of Appropriateness shall not relieve the applicant from obtaining other permits or approvals required by applicable federal, state or local code.

Administra on

COA ISSUANCE - MAJOR PROJECT Upon the filing of a complete applica on for a MAJOR project (see side bar for major work items), the LRPC shall issue a Cer ficate of Appropriateness or deny the applica on within thirty (30) days of the filing of the applica on, unless the me period is otherwise extended by agreement between the LRPC and the applicant. The LRPC will evaluate the proposed project per these Design Standards and will recommend to the City’s Zoning Administrator to either approve, approve with condi ons, or deny the COA applica on. If the COA applica on has been denied by the LRPC, the can make an appeal to the City’s Board of Appeals (see flow chart on Page 6 for more informa on).

WHEN DO I NEED A CERTIFICATE OF APPROPRIATENESS? A cer ficate of appropriateness is not necessary for rou ne maintenance that does not change the material, color or form of the building. It is necessary when a change is being made to the exterior of a property in the Downtown Design Overlay District which involves any of the following ac ons: construc on, reconstruc on, or altera on of any property, structure, sign or object within the District, including changing of any exterior color or building material. The review process will be diﬀerent dependent on if the work to be completed is considered to be “minor” or “major”.

WHAT IS CONSIDERED A MINOR PROJECT? Minor work includes: sign face replacement; re-roofing with similar materials; repair or replacement of porches, windows, siding, trim and doors if new materials match exis ng; installa on or replacement of awnings; chimney reconstruc on if completed with similar materials; exterior cleaning of historic structures, refinishing and tuck poin ng; construc on of retaining walls, fences and landscaping; screening of parking lots and dumpsters or other work as designated minor by the Long Range Planning Commi ee.

ADMINISTRATION

COA ISSUANCE - MINOR PROJECT Within five (5) business days from receiving the applica on for a MINOR project (see side bar for minor work items), the Zoning Administrator shall respond to the submi al, either by issuing a Cer ficate of Appropriateness (COA) or providing an explana on of how the submi al does not meet the standards. If a COA is not issued, the applicant may either revise and resubmit the applica on, or present the proposal in person at a mee ng of the Long Range Planning Commi ee (LRPC), to be scheduled by the Zoning Administrator. The LRPC will evaluate the proposed project per these Design Standards and will recommend to the City’s Zoning Administrator to either approve, approve with condi ons, or deny the COA applica on. If the COA applica on has been denied by the LRPC, the applicant can make an appeal to the City’s Board of Appeals (see the flow chart on the next page).

WHAT IS CONSIDERED A MAJOR PROJECT? Major work includes: construc on of garages; roof altera ons and skylights; altera ons to any side or eleva on of the building; building addi ons; altera ons to windows, siding, entries, and trim; masonry finishing; construc on of chimneys; erec on or complete replacement of a sign; new construc on; and reloca on.

Downtown Design Standards

Process Flow Chart Proposed Project in Downtown Zoning Overlay District

* Historic PreservaƟon Commission approval process may also be required.

Revise Plans & Resubmit in

c je ro

aj or P

P or t

Long Range Planning Commi ee

(OPTIONAL)

ADMINISTRATION

STOP

City of Tomah, WI

Appeal to Board of Appeals

oved Appr

Staﬀ Review Approved

Denied

ed ov pr Ap

Denied (OPTIONAL)

Revise Plans & Resubmit

(OPTIONAL)

Cer ficate of Appropriateness

Apply for Building Permit (if required)

(OPTIONAL)

ro je c

Zoning Administrator*

Denied

STOP

Terms The TERMS secƟon defines special words or phrases used in this design handbook. These terms are “bolded and italicized” in the handbook.

Awning

an architectural projec on that provides weather protec on, iden ty or decora on, and is wholly supported by the building to which it is a ached. An awning is comprised of a lightweight, rigid skeleton structure over which a covering is a ached.

Awning sign

a sign that is applied to the face of an awning that projects over a window or door opening. a sign illuminated from within

Base Panel

wall panel that fills the space between a storefront window and the founda on below (see tradi onal facade components)

Blade Sign

a special projec ng sign a ached to the building along the storefront frontage

Billboard sign

a flat surface, as of a panel, wall or fence on which signs are posted adver sing goods, products, facili es, or services not necessarily on the premises where the sign is located

(oﬀ-premise adver sing sign)

Canopy

an architectural projec on that provides weather protec on, iden ty or decora on, and is supported by the building to which it is a ached and a ground moun ng, by one or more stanchions.

Canopy Sign

a sign that is applied to the face of an canopy structure that projects over a window or door opening.

Clear glass

glass that is not frosted, nted or obscured in any way, allowing a clear view to the interior of the building

EIFS

a building product that provides exterior walls with a finished surface, insula on and waterproofing in an integrated composite system

(Exterior Insula on Finishing System)

Downtown Design Standards

ADMINISTRATION

Backlit sign

ADMINISTRATION

Terms building siding and trim material made up of wood strands that are coated with a resin binder and compressed to create a board.

Engineered Wood

a unit of illumina on produced on a surface

Footcandle

a building entrance that is unlocked during business hours and is designated for public use

Func onal public entrance

a large door that opens either manually or by an electric motor to allow vehicles to park inside the building envelope.

Garage Door, Vehicle-access

the ground floor por on of the building exterior facing a public street (for measurement purposes, the ground floor facade includes the en re width of the building and the first ten (10) feet above grade) a building that is at least 50 years old and has retained some historic physical integrity (see Tradi onal Facade Components) -OR- has been designated as a historic site, structure or resides in a historic district per the Cityâ&#x20AC;&#x2122;s Historic Preserva on Ordinance. any sign placed within three (3) feet of a storefront window intended for viewing from the exterior.

Historic Structure

Internal Signage

the horizontal beam spanning an opening in an exterior wall

Lintel

a permanent, roof-like structure projec ng from a building.

Marquee

a sign that is applied to the face of an marquee that generally projects over the entry to the building. a building material manufactured to replicate the look of natural stone using lightweight concrete mix typically one inch in thickness

Ground floor facade

City of Tomah, WI

Marquee Sign Manufactured Stone Veneer (Ar ficial Stones, Faux Stone, etc.)

Terms Metal Siding/Panel, Corrugated

sheet metal that has been rolled into a parallel wave pa ern for s ďŹ&#x20AC;ness and rigidity.

Metal Siding/Panel, Ribbed

a panel which has ribs with sloping sides and forms a trapezoidal shaped void at the side lap.

Monument sign

a sign mounted or incorporated into a solid base and not a ached to a building.

Parking lot

any parking area that has five (5) or more stalls

Parking stall

the area designated for a single vehicle to park

Pole sign

a portable sign that is a ached to pole support with a sturdy base, generally used for displaying a menu.

any free-standing sign mounted on a pole

Portable sign

a sign is a sign not permanently a ached to the ground or other permanent structure including sandwich boards and pedestal signs.

Projec ng sign

a sign a ached to a building or other structure that extends more than eighteen (18) inches beyond the building plane and is aďŹ&#x192;xed above the first floor.

Reverse Illumina on

This type of ligh ng uses an external ligh ng source behind the individual le ers that is reversed (facing backwards toward the wall) resul ng in the ligh ng flooding the wall and ligh ng up the edges of and outlining the channel le ers.

Roof Sign

any sign erected, constructed or maintained wholly upon or above the roof of any building with the principal support a ached to the roof structure.

Downtown Design Standards

ADMINISTRATION

Pedestal sign

ADMINISTRATION

Terms land reserved for public use, including streets and sidewalks

ROW (Right-of-way)

a pair of adver sing boards connected to a frame that is foldable and portable

Sandwich Board

glass area, including pane dividers (mullions), found in tradi onal storefronts that is generally between 2-7 feet from grade and does not include transom window area (see Tradi onal Facade Component illustra on)

Storefront Display Window Area

a painted mural or scene that does not include le ers, words or numbers adver sing the business being conducted on the premise.

Super Graphic

MASONRY PIERS/COLUMNS MASONRY WALL REGULARLY SPACED WINDOWS STOREFRONT CORNICE

DECORATIVE CORNICE

Tradi onal Facade Components

UPPER FACADE

(horizontal expression line)

TRANSOM

STOREFRONT

DISPLAY WINDOW BASE PANEL

WINDOW SIGNAGE

a horizontal window above another window or door (see tradi onal facade components)

Transom

ra o of the maximum to minimum illuminace over the area (in footcandles)

Uniformity Ra o

a sign or individual mounted le ers that are a ached flat against the wall of a building with the exposed face of the sign being generally parallel to the face of the wall.

Wall Sign

a sign a ached to, suspended behind, placed or painted upon, the window or glass door of a building, including internal signage.

Window sign

10 City of Tomah, WI

Sign Type Usage INTENT: To promote eﬀec ve and a rac ve signage that complements the building’s architectural character and reflects the pedestrian scale of the district.

Standards 1. All signs shall conform to the sign design and maintenance requirements in the City’s Zoning Ordinance and a sign permit must be acquired. 2. Prohibited sign types: roof-mounted, pole, external neon cabinet/canister, billboard and canopy in public right-of-way. 3. Ground signs, if used, shall u lize monumentstyle design. 4. Downtown Core Only, ground signs shall extend no higher than five (5) feet above the mean street grade. Transi onal Area Only, ground signs shall extend no higher than eight (8) feet above the mean street grade.

Window Sign

Awning Sign

Projec ng Sign

6. A LED changeable messaging sign may be incorporated in a monument sign, but shall not make up more than thirty (30) percent of the sign area, inclusive of the base area. 7. Signage, excluding product display, shall not cover more than twenty-five (25) percent of each storefront display window/door area.

Wall Signs (individual le ers (le ) or with sign backing (right))

SIGNAGE DESIGN

5. Signage on an Awning, Marquee and Canopy is prohibited on the side of the structure, and shall not cover more than seventy-five (75) percent of the front valance, flat profile, and/or roof.

Monument Sign

Recommendations A. Preferred sign types include: wall-mounted, window, projec ng, blade and awning. B. Crea ve, detailed, ar s c and unique signage is encouraged.

Marquee Sign

Prohibited

C. ProjecƟng signs are encouraged to have a visible moun ng bracket that projects over or under the sign. D. Horizontally-oriented and centered wall signs are encouraged. E. Monument-style ground signs are encouraged to have high-quality durable base material, such as brick, stone or cast-in-place concrete, with sa sfactory landscaping around the base.

Canopy Sign

Pole Sign

Downtown Design Standards 11

Sign Placement, Installation & Lighting INTENT: It is important that the installa on of signage minimize damage to the building and have external ligh ng that fits the historic character of downtown.

A P P R O P R I AT E The supports to this projec ng sign is through the masonry mortar joint, which can be repaired if this sign is removed.

Standards 1. Signs shall be placed to fit in with the building’s overall architectural composi on and shall not significantly obscure the building’s architectural features (e.g., lintel, horizontal expression line, cornice, etc.), especially on historic facades. 2. Placement of signs and moun ng system shall not obscure window or doorways, including door, glass panes, and corresponding trim and supports. 3. Signage on masonry buildings shall be mounted through the mortar joints rather than through the masonry itself, if possible.

SIGNAGE DESIGN

4. Signs shall not extend above the roofline, cornice or parapet, whichever is lowest.

APPROPRIATE This sign is illuminated by an external light source above the sign that is shielded and directed towards the sign, which mi gates light pollu on and glare.

5. If a historic sign board area exists above the transom windows, the primary wall sign shall fit within this space and shall not extend above, below, or beyond the edges of the signboard area. 6. Awnings shall not be internally illuminated.

NOT

PERMITTED

This wall sign covers up the second-story window sill and the first floor cornice and it extends beyond the corners of the facade walls.

7. Exterior lamps shall be located and shielded to prevent the cas ng of direct light or glare on roadways, adjacent proper es and the sky, and shall not interfere significantly with the sign or sign bracket. 8. Downtown Core only, if a wall or projecƟng sign is internally illuminated, the sign face (background) shall be opaque with only pushed thru le ering/symbols illuminated (see side bar). 9. Color changing and “chasing” LED features are prohibited.

Day

Night

ALLOWED The above signs (reverse “halo” illumina on (above) and pushed thru le ers w/ opaque background (lower) is allowed, but discouraged for historic structures.

12 City of Tomah, WI

Recommendations A. Exis ng sign moun ng brackets, studs or holes should be reused for new signage, whenever feasible. B. Wall, projec ng and canopy signage are strongly encouraged to be externally illuminated. C. Reverse illuminaƟon (halo eﬀect channel le ers) is discouraged for signage on historic structures.

Sign Materials, Colors & Lettering INTENT: Signage reinforces business brand and iden ty. It can also strengthen or detract from Tomah’s unique downtown character.

Standards 1. Sign substrate shall be either MDO (exterior grade plywood), Aluminum, or Alumalite. If acrylic material is used, it shall simulate metal or wood. 2. The sign style, colors and materials shall be complementary with the character of the building and other signage. 3. Highly reflec ve material shall not be used, as it is o en diﬃcult to read. 4. The color tones between a sign’s le ering/ symbols and background shall have suﬃcient contrast to make the sign clearly legible. Light le ers on a dark background or dark le ers on a light background have the highest legibility.

NOT PERMITTED The colors used for the background is too bright, and the le ering, especially the secondary text “bakery” and “deli”, are extremely hard to read.

Recommendations A. Generally limit the number of colors to three. Compe on between too many colors o en results in decreased legibility. B. Subdued and darker colors are encouraged. C. Le ering that is simple and bold is encouraged.

APPROPRIATE The sign is complementary to the building’s materials and colors. The le ering is simple, bold, subdued in color, and contrasts well with the sign background.

SIGNAGE DESIGN

5. The main le ering and predominant background shall not use flourescent colors, but may be used in a secondary role.

D. Overly-ornate and trendy typefaces that are hard-to-read are discouraged. E. Excessive le ering is discouraged, including lis ng products/services and slogans. F. Use of symbols, logos and other graphics as a part of the sign is encouraged to reduce the need for excessive le ering, are easy to recognize, and contribute to the unique iden ty of a business. G. For mulƟ-tenant buildings, sign colors of individual tenant signs should be compa ble with each other.

NOT RECOMMENDED The le ering of this window signage makes it diﬃcult to read.

Downtown Design Standards 13

Street Relationship INTENT: To encourage streetscape enhancements that blend the public and private realms, while maintaining a consistent “street wall” (especially on Superior Avenue).

Standards

APPROPRIATE

10- . MIN

1. Downtown Core Only, primary structures shall be built no more than three (3) feet from the front property line, except a por on of the building may be set back further, per the following limita ons: •

The space created shall provide an outdoor sea ng area, a hardscape plaza, or similar accessible pedestrian space, AND

•

Twenty-five (25) percent, or minimum of ten (10) feet, of the building width shall be built to the restricted setback (i.e., three feet from property line), AND

•

The maximum setback shall be ten (10) feet.

25% MIN

10- . MAX

3- . MAX

2. TransiƟonal Area Only, primary structures shall be built within twenty-five (25) feet of the front property line. See Recommenda on “B” for more informa on.

SITE DESIGN

A small building (like bldg #2) has to have at least 10 feet of the facade at the property line (even if this totals more than 25% of the building); however, a larger building (like bldg #3) has to have at least 25% of the building at the property line (even though this will total more than 10 feet).

3. A minimum of one func onal building entrance shall be provided along the building facade facing the street. Buildings that face mul ple streets shall provide an entrance facing the more prominent of the two streets.

Recommendations APPROPRIATE Por on of the building is set back from the street, allowing room for a larger pedestrian zone. RECOMMENDED The ADA ramp is incorporated in the stair entrance and meets the needs of all users.

14 City of Tomah, WI

A. Building setback should be consistent along Superior Avenue to con nue the exis ng “street wall” appearance. A small break in the “street wall” is allowed, but loss of significant street frontage can be damaging to the overall feel/ look of the downtown and is discouraged. B. TransiƟonal Area Only, mixed use and commercial buildings are encouraged to have the primary structure no further than fi een (15) feet from the front property line. C. Disabled access should be seamlessly incorporated into the building and site design. Facili es should be designed to provide invi ng access to all users.

Exterior Lighting INTENT: To promote eﬀec ve and a rac ve exterior ligh ng that does not produce glare or light pollu on.

Standards 1. All exterior building and parking light fixtures shall be at least semi cut-oﬀ, if not full cut-oﬀ. Lights directed towards the sky are prohibited, excluding ground ligh ng directed towards the building.

NOT PERMITTED

4. Exterior light fixtures shall be designed to complement the character/style of the building. 5. Spec sheets shall be submi ed with the Design Standards Checklist for each exterior light fixture to be used.

Recommendations

The two images on the le show good examples of low parking lot fixtures that project light only where it is needed, while the far right image shows an excessively tall light that is directed outward, crea ng glare and light trespass.

SITE DESIGN

3. Parking and security ligh ng poles shall not be taller than the maximum allowable building height allowed in the underlying zoning district for the property, or thirty-five (35) feet, whichever is less. For proper es in or abu ng a residen al zoning district, the maximum allowable height shall be twenty-five (25) feet.

APPROPRIATE Examples of full cutoﬀ fixtures that minimize glare and light pollu on APPROPRIATE

2. Parcels abu ng or across the street from residen al or park uses shall not cause light trespass in excess of one (1) footcandle as measured horizontally, five (5) feet above the ground level at the property line of the aﬀected parcel line.

A. Parking lots and pedestrian walkways should be illuminated uniformly and to the minimum level necessary to ensure safety. A uniformity raƟo of no more than 15:1 (max:min footcandles) is recommended for pavement illuminance, to avoid excessively bright or dark areas. B. Exterior ligh ng should be energy eﬃcient and should render colors as accurately as possible (i.e., white light rather than green or yellow light). C. Preferred light types include: LED, fluorescent, and high-pressure sodium.

APPROPRIATE Above examples illustrate suﬃcient and uniform ligh ng of walkways and building architectural elements.

Downtown Design Standards 15

Parking Areas INTENT: To provide parking lots that are safe for drivers and pedestrians, while mi ga ng the visual and environmental impacts.

Standards Development #2

Development #1

ALLOWED Development #1 parking is in the rear

SITE DESIGN

yard (prefered), and Development #2 parking is one double-loaded aisle on the side of the building. A shared service driveway connects the two.

1. All parking areas shall be paved and parking areas of five (5) or more vehicles shall include concrete curbs along all parking and drive areas. Curbs may feature gaps to allow stormwater flow into infiltra on basins. 2. Oﬀ-street parking in front of the building is prohibited. 3. Downtown Core Only, side yard parking shall not be more than sixty-six (66) feet wide (necessary space needed for two rows of parking with a drive aisle). 4. Transi onal Area Only, side yard parking shall not be more than one hundred and forty (140) feet wide (necessary space needed for two double-loaded parking aisles with a landscaped median between them). 5. Walkways shall be provided to connect the building entrance(s) to the public sidewalk. Walkways that cross parking areas or a drive aisle shall be clearly iden fied, either with diﬀerent paving materials (such as brick/colored concrete) or with painted crosswalk striping.

APPROPRIATE These images show a variety of ways to buﬀer parking areas from the public sidewalk. This provides both safety and comfort to pedestrians walking along the public street, as well as visual interest.

6. Parking stalls and drive aisles shall be separated from the public right-of-way and adjacent property lines by a planted landscape buﬀer. The depth of this buﬀer shall be at least five (5) feet. 7. Parking lots with rows of more than fi een (15) parking spaces shall be interrupted by a landscape island or median. When trees are planted within the islands, a minimum width of eight (8) feet is preferred.

NOT PERMITTED

Prohibited

16 City of Tomah, WI

The image on the right shows a prohibited condi on where there is no buﬀer between the parking lot and sidewalk.

8. Parking lots adjacent to residen al proper es (i.e., current residen al use) shall provide a semi-opaque buﬀer, a minimum of four (4) feet in height, in order to screen out vehicle lights. Screening op ons include a berm with acceptable plan ngs/trees, a fence, or a mix of these op ons.

Parking Areas (cont.)

Recommendations A. Installa on of one bike rack within each parking lot is encouraged. Bike racks should be designed to allow the frame to be locked directly to the rack. B. Shared parking lots are encouraged to allow direct vehicular circula on between adjacent parcels. This can be accomplished through the use of access easements and driveways connec ng parking lots. C. Whenever possible, parking areas should be separated into smaller sec ons by using landscaped medians and islands.

Landscape buďŹ&#x20AC;ering No more than 15 uninterrupted spaces

APPROPRIATE The above parking lot design includes landscaped medians and islands that help to mi gate the nega ve visual impacts of parking and protects pedestrian movements on the site, mee ng Standard 6 and 7.

D. Whenever possible, parking areas should be placed in the rear yard.

APPROPRIATE Above are a few alterna ves for parking lot screening adjacent to neighboring residen al proper es.

SITE DESIGN

E. Use of a solid fence to screen parking areas without landscaping is discouraged.

Le : examples of good bike racks that allow for u-shape lock to secures the frame to the rack. Below: Discouraged bike rack that does not allow for a lock to secure the bike frame to the rack.

APPROPRIATE

NOT RECOMMENDED

Downtown Design Standards 17

Storage & Service Areas INTENT: To improve the appearance of the downtown area both along the public street and within municipal parking lots.

Standards 1. Screening shall be compa ble with the building architecture, including material pale e and design elements, as well as other site features. 2. Street-level mechanical equipment (gas meters, air condi oners, etc.) and roo op mechanical equipment shall be located or fully screened so that they are not visible from a public street or municipal parking lot. Electrical service boxes are excluded from this requirement (see Standard 4).

APPROPRIATE Good examples of how to

SITE DESIGN

hide service areas: by a wooden fence with landscaping (upper) or by a brick/concrete wall with landscaping (lower images).

ALLOWED

Dumpsters are required to be fully screened on all sides, which includes the gate doors. The images on the le illustrate an allowed condi on (above) and a prohibited condi on (below).

NOT PERMITTED

3. Dumpsters shall be fully screened, including the dumpster gate, so that they are not visible from a public street, unless it has been determined that the screening impedes func onality/service. 4. Placement of service boxes shall be located away from pedestrian zones. Preferred loca ons are in the side or rear yard. 5. Permanent loading docks and staging areas shall not be in the front yard. Any loading areas visible from the street, or facing a residen al property, shall be screened with landscaping and/ or wall not less than six (6) feet in height and integrated with the overall site design and/or building elements. 6. Outdoor storage of products, materials, or equipment is prohibited in the front yard. Shortterm display items or items that are available for purchase by customers are exempt from this standard.

Recommendations A. Trash and recycling, including dumpsters and carts, are encouraged to be screened from view from parking areas, as well as the public streets. B. Shared garbage and recycling facili es are encouraged, where prac cal, as a means to meet screening requirements and preserve access needs.

APPROPRIATE The building facade screens the roo op mechanical from ground view.

18 City of Tomah, WI

C. Rear yard loading and staging areas are encouraged.

Landscaping INTENT: To highlight and protect pedestrian routes, improve the appearance of the parking areas, and reduce the nega ve ecological impacts created by parking lots and buildings.

Standards 1. All landscaping shall be completed within twelve (12) months of the issuance of an occupancy permit or final inspec on, in accordance with the approved landscaping plan. 2. Parking lots with five (5) or more spaces shall plant five (5) points worth of landscaping per one (1) parking space using the landscaping point system shown in the sidebar (on the right). The required landscaping shall be planted within the parking area or within ten (10) feet of the parking edge. Exis ng landscaping in good condi on within these designated areas shall be allowed to be included in the landscaping calcula on.

50 Points: Canopy Tree (min. 2.5-inch caliper) 30 Points: Canopy Tree (below 2.5-inch caliper) 20 Points: Low Ornamental Tree (min. 5 feet) 20 Points: Evergreen Tree (min. 4 feet) 15 Points: Tall Shrub (min. 36-inches) 10 Points: Medium Shrub (24- to 35-inches) 5 Points: Small Shrub (12- to 23-inches)

APPROPRIATE A landscaping buďŹ&#x20AC;er shall not obscure the vision between 3 and 8 feet from grade for pedestrian safety.

4. Plan ngs and low fences located between parking areas and public sidewalk shall not obscure vision between three (3) and eight (8) feet above ground for pedestrian safety. Trees and bushes that would naturally obscure this zone at maturity are prohibited.

A. Indigenous plants with low water and pes cide needs are encouraged. B. All parking lot islands should be planted and maintained with perennials, shrubs, and/or shade trees. Landscaping should be designed to allow for vehicle overhangs, unless wheel stops are used.

16,000 SQ.FT. Building

LOT LINE

Recommendations

SITE DESIGN

3. Transi onal Area Only, a development shall plant ten (10) points worth of landscaping per one thousand (1,000) square feet of enclosed ground floor building area, using the landscaping point system shown in the sidebar (on the right). The required landscaping shall be planted along the base of the building, around storage areas, and/ or along street frontages. Exis ng landscaping in good condi on within these designated areas shall be allowed to be included in the landscaping calcula on.

LANDSCAPING POINT SYSTEM (at install)

40 Parking Spaces

APPROPRIATE To meet Standards 2 and 3, the example above would need a total of 360 points of landscaping with 200 points planted around the parking area (40 spaces * 5 = 200) and 160 points (16,000/1,000 * 10=160) planted around the building and/or street frontage.

Downtown Design Standards 19

Scale, Articulation & Roofline INTENT: To reinforce the exis ng character of downtown area, and to provide variety and visual interest.

Standards APPROPRIATE This buildings using material and building plane varia on to produce a ver callypropor oned building that mi gates the length of buildings.

APPROPRIATE

BUILDING DESIGN

Se ng the upper story back from the primary facade helps to mi gate its impact on the District.

TOP

3. New buildings shall establish ver cal propor ons for the street facade, and for the elements within that facade (windows, doors, structural expressions, etc). 4. Any building with a total width equal to or greater than its height shall u lize one or more of the following techniques: •

expression of structural bays,

•

varia ons in material, and/or

•

varia on in the building plane.

6. Any secondary facade facing a public street (corner buildings) shall incorporate design quali es similar to the primary front facade.

BASE

APPROPRIATE The above example illustrates the desired historic storefront base with a decora ve cornice top with the horizontal expression line defining the middle of the building between the first and upper floors.

APPROPRIATE

20 City of Tomah, WI

2. Any building over three (3) stories shall set back the upper stories from the lower floors. This technique could be u lized for buildings over two stories as well.

5. All new buildings shall u lize details or changes in materials to create a discernible base, middle and top. A discernible “base” shall be at least two (2) feet in height, but may include the en re first floor.

MIDDLE

Min 4- .

1. New buildings shall be at least eighteen (18) feet in height from grade to the top of the parapet or midpoint of a pitched roof.

This example illustrates techniques used to vary the facade heights along a long facade.

7. Downtown Core Only, new buildings shall u lize a horizontal expression line that projects at least two (2) inches, ar cula ng the transi on between the first floor and upper floors. 8. Street-facing building facades over hundred (100) feet in length shall have a minimum of twenty-five (25) percent of the facade vary in overall height, with such diﬀerence being four (4) feet or more measured eave to eave or parapet to parapet.

(con nued on the next page)

Scale, Articulation & Roofline (cont.)

Standards (cont.) 9. Downtown Core Only, a flat or mansard roof system shall be used, unless a pitched roof system is deemed appropriate to the site and style of the building.

APPROPRIATE Alterna ve roof systems that are allowable in parts of downtown area, depending on their loca on. MANSARD ROOF (with dormers)

10. Transi onal Area Only, a posi ve visual termina on at the top of the building shall be established, using either a pitched roof with gable(s) or parapet facing the street, mansard roof, or a flat roof with a defined cornice.

PITCHED ROOF W/ PARAPET

11. Pitched roofs shall have a slope no less than 5:12. 12. An accurately-measured eleva on of each exposed building facade, including roofline, shall be submi ed with the Design Standards Checklist. The eleva ons shall include for reference purposes any adjacent buildings, including the roof profile, window configura on and any other important architectural features.

PITCHED ROOF W/ GABLE

Recommendations A. A full two story building is encouraged, wherever feasible.

Prohibited

B. New buildings should incorporate horizontal expression lines from exis ng buildings within the same block, whenever prac cal. C. Flat roof system with parapet wall is preferred for the Downtown Core. D. Unique and decora ve cornice designs are encouraged to generate character and building iden ty.

BUILDING DESIGN

FLAT ROOF W/ CORNICE

NOT PERMITTED Roofline is parallel to the street, which does not meet Standard 9 and 10.

Prohibited

E. The base of the building should include elements that relate to the human scale. These should include doors, windows, texture, projec ons, awnings, ornamenta on, etc. F. All building faces should use design features (i.e. window propor ons, expression of the structural bays, etc.) similar to the primary front facade.

NOT PERMITTED A low-slope roof, which does not meet Standard 11.

Downtown Design Standards 21

Projections INTENT: To reinforce the exis ng building character within the downtown area.

Standards 1. Signage on projec ons shall meet the requirements under Signage Design sec on (p.1113) within this Design Standards Handbook.

APPROPRIATE Awnings should give protec on

BUILDING DESIGN

to pedestrians, as well as shade interior spaces. Above restric ons meet Standard 6.

2. Projec ons (balconies, bay windows, canopies, etc.) shall not extend more than five (5) feet beyond the property line at the sidewalk, except awnings, which may extend to within three (3) feet of the street curb. 3. Canopies and marquees using wood or shingle components are prohibited. 4. Canopies and marquees shall have a minimum clearance height of ten (10) feet above the sidewalk grade. This allows for poten al blade signage underneath these structures, while maintaining an eight (8) foot clearance height.

DISCOURAGED Marquees are discouraged in the downtown core, as it is inconsistent with the desired historic character for the downtown area.

5. Awnings shall not be made of shiny materials or have a shiny finish. 6. Awnings shall be at least three (3) feet in depth and the underside of the projec on shall be at least eight (8) feet above the sidewalk. 7. Glowing awnings (backlit, light shows through the material) are prohibited. 8. Downtown Core Only, awnings shall be mounted below the horizontal expression line that defines the ground floor.

Recommendations APPROPRIATE The above image illustrates the preferred awning type and placement - it is made of tex le fabric with the tradi onal shed profile, has a hanging skirt valance, and sits below the transom windows.

A. If a building has transom windows, the awning should be mounted below those windows. B. Retractable, open-ended shed awnings are the preferred style. C. The preferred material for awnings and canopies is fire resistant, tex le material. Vinyl with ma e finish, canvas, canvas blend, and acrylics that resemble canvas are also appropriate materials. Metal and glass may be appropriate in the Transi onal Area.

NOT PERMITTED Awnings may not be illuminated internally, as it is inconsistent with the desired historic character for the downtown area.

22 City of Tomah, WI

D. Downtown Core Only, canopies and marquees are discouraged, except at entrances to a hotel/ motel, theater, civic/public building or similar use.

Windows, Doors, & Garages INTENT: To enliven and ac vate the street, and to reinforce the exis ng building character within the downtown area.

Standards 1. Ground-level facades facing a public street shall be comprised of at least twenty-five (25) percent clear glass (up to ten (10) feet above street grade), except for Superior Avenue facing facades in the downtown core (see Standard 2). 2. Downtown Core Only, ground-level facades facing Superior Avenue shall be comprised of at least thirty-five (35) percent clear glass (up to ten (10) feet above sidewalk grade). 3. New buildings with upper stories (i.e. func onal floor area above the ground level) shall have windows on all street-facing facades.

APPROPRIATE Clear glass on the ground floor provides visual interest. The above example illustrates the minimum clear glass threshold desired along Superior Avenue in the downtown core.

4. Downtown Core only, garage doors facing Superior Avenue are prohibited.

6. Where allowed, new vehicle-access garage doors facing a public street shall use one or more of the following techniques to mi gate their impact on the street frontage: • •

•

set back the garage bays from the primary facade a minimum of four (4) feet, set back every third (3) garage door a minimum of (2) from the remaining garage door bays, and/or screening garage doors from the street.

ALLOWED Use of a garage door or accordionstyle door is allowed on Superior Avenue in the Transi onal area only if it provides pedestrian access only (no vehicle access) and provides high visibility into the interior space.

BUILDING DESIGN

5. Transi onal Area only, new garage doors facing Superior Avenue are prohibited, unless it is only providing pedestrian access to the building’s interior space (no vehicle use).

6. A diagram illustra ng the percentage of transparent glass on each street-facing facade shall be submi ed with the Design Standards Checklist.

Recommendations A. Retaining (or uncovering) pre-exis ng window openings is encouraged. B. The use of reflec ve or dark- nted glass on the front facade is discouraged, especially at the street level.

APPROPRIATE The streetfacing parking garage door is set back from the primary building plane, reducing its overall impact on the facade.

Downtown Design Standards 23

Colors & Materials INTENT: To reinforce the exis ng character, and to provide for variety and visual interest. NOT PERMITTED (from top le to bo om right): aggregate material, vinyl siding, manufactured stone veneer, and polished stone.

Standards 1. Day-glo or fluorescent colors are prohibited. 2. Bright colors are prohibited for the primary facade color, but are acceptable as a secondary color to highlight expression lines or details. 3. Prohibited building materials include gravel aggregate materials, rough sawn wood, vinyl siding, manufactured stone veneer, and polished stone.

BUILDING DESIGN

4. Downtown Core Only, metal panel/siding systems and other panelized products are prohibited on facades that are visible from Superior Avenue (i.e., Superior Avenue facades and corner facades), and shall not cover more than twenty-five (25) percent on all other facades.

NOT PERMITTED The above materials are not permi ed as the primary building material on facades facing Superior Avenue, cross streets of Superior (up to alley) or river/riverwalk (from le to right): corrugated metal, ribbed metal and other panelized metal products.

APPROPRIATE

NOT PERMITTED

Use of metal products as an accent material above the base of the building is allowed; however, use as a primary facade material is prohibited.

5. Transi onal Area only, metal panel/siding systems and other panelized products shall not cover more than twenty-five (25) percent of facades facing Superior Avenue and shall not cover more than fi y (50) percent of all other facades. 6. EIFS, metal panel/siding systems and other panelized products are prohibited at the base of the building where suscep ble to damage (a minimum of three (3) feet above grade). 7. A picture and a sample of each exterior material and a facade illustra on that indicates colors/ materials shall be submi ed with the Checklist.

Recommendations A. Muted tones are preferred for the primary facade color (see color pale es on the right). B. Preferred exterior finish materials include kilnfired brick, terra co a, wood siding / details, fiber cement siding, engineered wood siding (e.g., LP smartside, TruWood), and high-quality natural cut stone or brick veneer.

APPROPRIATE Example of preferred colors for the primary facade, mee ng Recommenda on â&#x20AC;&#x153;Aâ&#x20AC;?.

24 City of Tomah, WI

C. Where allowed, metal siding/panels are encouraged to be horizontally-oriented and use panels with deep/mega rib spacing (e.g., 7.2 panel) with a concealed fasteners system. D. EIFS is discouraged as a principle facade material.

Historic Cleaning & Restoration INTENT: To promote the appropriate preserva on and restora on of exis ng architectural features in downtown Tomah. If the property has been designated as a historic site, has a historic structure and/or resides in a historic district, the Historic PreservaĆ&#x;on Ordinance shall apply and whichever standard is most restricĆ&#x;ve shall be met.

Standards 1. Chemical or physical treatments that could damage exis ng painted brick or stone, such as sandblas ng, are prohibited.

3. New mortar shall match the original brick and mortar joint profile, including width and depth. Mortar shall duplicate the original in color, texture and strength.

Nega ve Impacts NOT PERMITTED Sandblas ng can be very destruc ve to historic masonry, as shown above.

4. Infilling exis ng historic base panels with concrete block is prohibited (unless it matches the primary facade material). Brick, if used to infill a historic base panel, shall match the building as closely as possible in size, color, and texture. 5. Masonry on historic structures shall not be painted, or stuccoed, if it has not been painted historically. 6. Exis ng entry openings on historic structures shall be retained, where feasible. If addi onal entry openings are needed (i.e., for deliveries) they shall be placed at regular intervals and should be of similar propor ons as the original entry.

ALLOWED Chemical / So blast Cleaning

RESTORATION & PRESERVATION

2. If necessary, surface cleaning shall use the gentlest means possible. Surface cleaning tests shall be conducted to determine the most appropriate cleaning method.

7. Exis ng window openings on facades facing a public street shall be retained. 8. Original or historic features, including columns, bulkheads, transoms and moldings, shall be retained, if possible. 9. Inappropriate past addi ons to buildings shall be considered for removal. Elements such as siding, signs, wood filler in window openings, stucco, or exterior siding materials are some materials that shall be considered for removal in renova on.

Before

After

APPROPRIATE The before and a er images show a restora on project that revealed the original brick and architectural details.

Downtown Design Standards 25

Historic Cleaning & Restoration (cont.) Recommendations MASONRY PIERS/COLUMNS MASONRY WALL REGULARLY SPACED WINDOWS STOREFRONT CORNICE

DECORATIVE CORNICE

UPPER FACADE

(horizontal expression line)

TRANSOM

STOREFRONT

RESTORATION & PRESERVATION

DISPLAY WINDOW BASE PANEL

WINDOW SIGNAGE

Illustra on showing the tradi onal facade components of a downtown storefront building.

A. Firms that specialize in historic preserva on are recommended both for cleaning and repair (contractors) and for wholesale recrea on of historic elements (architects). B. If restora on is not feasible, new elements should be designed that replicate or are at least consistent with the character, materials and design of the original building. C. Building owners are encouraged to use a “historic“ color for the primary facade color of historic structures. Many of the major paint manufactures such as Pra & Lambert, Benjamin Moore, Sherwin Williams publish “historic color” sample charts which are available at paint dealers. D. Previously obscured design details should be revealed and restored, whenever feasible. E. Building owners are encouraged to remove materials which cover the transom. If the ceiling inside has been lowered behind the transom, it is recommended that the ceiling be raised for a few feet behind the transom. F. If the original base panel is in poor condi on or is missing, building owners are encouraged to reconstruct it with materials consistent with the size and design of the original panels.

APPROPRIATE An example of a reconstructed architectural pediment.

G. Retaining exis ng window openings on historic structures is encouraged on all building facades. H. Replacement doors and windows on a historic building should maintain the historic character of the building by matching the original material, propor ons, design, etc. I. Ar ficial stone, brick veneer, or vinyl / aluminum products applied over masonry surfaces is discouraged. J. Architectural details should not be obscured or covered up by siding, awnings or signage.

NOT RECOMMENDED Filling of window openings with wood, brick, or any other materials is discouraged.

26 City of Tomah, WI

(Page Intentionally Left Blank)

Cer ficate of Appropriateness City of Tomah: Building/Site Improvement Review ApplicaƟon for CerƟĮcate of Appropriateness Address of Property:

Property Owner Name:

Property Owner Address (if diīerent from Address of Property):

Design Standards Checklist

Street

Municipality

State

Property Owner Phone Number: (Home/Mobile):

Have you reviewed the Downtown Tomah Design Standards (if applicable)? Yes

Not Applicable

Have you reviewed the City’s Historic PreservaƟon Ordinance (if applicable)? Yes

Not Applicable

Is your property a historic site, in a historic district, or contain a historic structure? Yes

Scope of project to include: (Please check appropriate items.) New ConstrucƟon

Siding

Signage

Building AddiƟon

Landscaping / Fencing

Exterior LighƟng

Façade RestoraƟon

Parking / Rear Access

Other:

Awning/Canopy/ShuƩers

Doors, Windows, & Entrances

RooĮng

Exterior PainƟng

BrieŇy explain the proposed work: (AƩach extra sheets if necessary.)

Last Modified: March 2, 2017

28 City of Tomah, WI

Page 1 of 2

Cer ficate of Appropriateness City of Tomah: Building/Site Improvement Review ApplicaƟon for CerƟĮcate of Appropriateness Please submit the following informaƟon: • One historical (if available) and one modern photograph of building • Eight (8) copies of plans of proposed work, including color and/or material samples if appropriate. • A completed downtown design standards checklist EsƟmated total cost/budget for proposed project:

Do you have any quesƟons or concerns?

Signed:

Date: Property Owner / Applicant

FOR OFFICE USE ONLY ApplicaƟon Number: Received By:

Design Standards Checklist

I understand the criteria for this applicaƟon, approval and reviews by the Long Range Planning CommiƩee and/ or Historic PreservaƟon Commission (check with Zoning Administrator if unknown whom will review), and agree to be subject to the Downtown Design Standards and/or Historic PreservaƟon Ordinance (if applicable) for the above described work in accordance with City ordinances.

Date of MeeƟng: Approved or Denied?: Date Received: CondiƟons of Approval or Reasons for Denial:

Last Modified: March 2, 2017

Page 2 of 2

Downtown Design Standards 29

(Page Intentionally Left Blank)

Checklist Instructions

PL E LRPC LR LRP

Staff / ZA Sta

Applicant

SA M

SITE TE DESIGN

Street Rela onship Standards NA

Comments (office use only): only) ly)::

1. Downtown D Area Only, primary structure is built to front property line, or meets the THREE following requirements: 25% (or min. of 10 .) of the building has no setback 100% of front facade w/in 10 . of the public R.O.W. Setback area(s) provide usable outdoor space

Design Standards Checklist

Sample ElevaƟon

Trash and recycling containers Pedestrian pathways Parking and circula on Landscaping Stormwater management features Ligh ng

Sample Site Plan

In addi on to this checklist, a site plan shall be submi ed, including (as applicable):

(informa on provided dependent on permit requested)

If a sec on of these standards does not apply to the proposed project (e.g. parking standards for a facade renova on project) the en re sec on can be skipped by checking the “does not apply” box NA . If any part of a sec on does apply, please fill out the en re sec on with checks for completed standards and cross outs for any that do not apply.

2. Downtown Area Only, primary structure is built within: 10 feet of the front property line (no parking) -OR70 feet of the front property line (with parking)

3. At least one func onal building entrance faces the most prominent street.

Downtown Design Standards 31