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City Vision 2040 group begins new master plan for La Crosse

Brad Williams



When La Crosse businesses started leaving downtown for the mall area, about 40 years ago, the city began a planning process to keep the community growing. 

That process continues with a new committee working on ‘City Vision 2040.’ 

On Wednesday, a new City Vision committee gathered to set goals, and launch the search for a consultant to guide future planning. 

The head of Downtown Mainstreet, Inc., Robin Moses, says the City Vision project has helped La Crosse recover from past lows for the central business district.    

For its next plan, City Vision will go beyond the riverfront to include the needs of the Goosetown neighborhood, between downtown and UW-L.