Strengthening Manitowoc's 'heart' a challenge

Revitalizing downtown Manitowoc won't happen overnight; takes work, planning and money

By Charlie Mathews, Herald Times Reporter

MANITOWOC — Scholars don't know who first said, "Patience is a virtue."

But it is a trait Mainly Manitowoc supporters need to have as they seek to revitalize downtown.

"Money doesn't fix everything … it takes hard work and time," said Craig Tebon, downtown manager for Ripon Main Street since 1992.

He was one of four members of a state Main Street Program-sponsored resource team visiting Manitowoc for three days last week.

After interviewing numerous downtown business owners and community leaders they offered strategies for taking the historical downtown "to the next level."

"It won't happen overnight," cautioned Cindy Czubko, a marketing specialist from a Michigan firm.

To a Thursday afternoon audience in City Council Chambers she shared dramatic before and after photos of downtown Sheboygan Falls and the On Broadway district of Green Bay. "This took 15 years," she said.

Mainly Manitowoc was named a new Main Street community in June 2008, qualifying for five years of free technical assistance from staff members and consultants associated with the state program operating within the Department of Commerce.

Mainly Manitowoc territory is roughly L-shaped including 10th Street east to Seventh Street from Marshall Street on the south to Chicago Street on the north and extending west along Franklin and Washington Streets to 15th Street.

In that 34-square block district is downtown Eighth Street, which includes several large near empty buildings including the Schuette Building and the River Lofts Condominiums development.

"We look at those vacancies as opportunities," said Jay Schlingsog, another resource team member.

"Mainly Manitowoc's Economic Restructuring Committee has done yeoman's work at getting a good understanding of the market, developing an economic profile and identifying those business types that would be top prospects for recruitment," said Schlingsog of Illinois-based Downtown Professionals Network.

While new businesses choosing to locate downtown might come from the Lakeshore area and already have experience operating in an historic downtown environment, Schlingsog said helping existing businesses expand also is critical.

He urged creation of a prospectus describing the benefits of investing in downtown Manitowoc, including testimonials from existing businesses.

Downtown needs to be viewed as business friendly, Schlingsog said. "Entrepreneurs will go where they
feel welcomed and to communities that they feel want their investment." he said.

Schlingsog said downtown's economic indicators are actually quite favorable considering the recessionary environment.

Actual square footage occupancy of Mainly Manitowoc's territory is about 85 percent to 90 percent data reveal, he said.

"In 2009, there was $2.2 million in investment in the historic downtown district, with seven new business, three leaving, a net gain of four … I would suggest  to you that in the current economy this is more than holding your own," Schlingsog said.

Partnerships established

Led by its executive director since October 2008, Jamie Zastrow, Mainly Manitowoc has forged key partnerships with Manitowoc City Centre Association, the Economic Development Corporation of Manitowoc County and the Manitowoc Area Visitor & Convention Bureau.

Czubko urged Mainly Manitowoc leaders and volunteers to also collaborate with art galleries and performance art venues to create new or expanded special events that can draw Lakeshore residents and tourists downtown.

"A branding specialist should be hired to assist in creating an image-brand identity for downtown Manitowoc," Czubko said. "Manage the use of the new identity to ensure consistency throughout downtown promotions and events and help to create the buzz."

Czubko said she and other resource team members, including Catherine Dunlap, a downtown revitalization specialist with the state, were "amazed at how beautiful your downtown is and its lakefront
location."

Enhancing property values

Tebon suggested money and time invested in façade redesigns would be a potentially valuable "ROI" (return on investment).

"It's all about enhancing property values, increasing rental income and positively impacting the tax base," said Tebon, the most senior Main Street program director of the 36 supported by the state.

Up to four free drawings are created by the Wisconsin Main Street Program each year for qualified communities, many of them by Joe Lawniczak, architectural design specialist for the state.

"Downtowns are so important as the historical roots and heart of the community," Lawniczak said.

Through revitalization programs and projects, downtown Manitowoc's retail community can differentiate itself from its competition — whether it is "big-boxes" near freeways, other cities' downtowns or the Internet, he said.

He showed his drawing of how the outside of the buildings comprising the 100 North block of Eighth Street might look, including Flower Gallery, Beerntsen's, Timeless Treasures, Junque Box and the
Dempsey Building.

Lawniczak recognized that "so many of these improvements will be done only when the economy
is better."

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