Representatives from the Lake Geneva Business Improvement District want to partner with city officials to help address issues that may arise as a result of an upcoming road improvement project.
Wisconsin Department of Transportation officials plan to conduct a road reconstruction project on Highway 50/Main Street in 2027 and 2028.
The project is set to include road reconstruction work, stormwater drainage improvements, pedestrian ramp upgrades, sidewalk connectivity and road resurfacing work.
Areas of Main Street are expected to be closed during the course of the project, which is expected to cause traffic and parking issues in downtown Lake Geneva.
Representatives of the Business Improvement District plan to work with city officials to develop ideas to reduce the impact that the project could have on Lake Geneva and its businesses.
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Several Business Improvement District officials attended the Oct. 7 Lake Geneva City Council Committee of the Whole meeting to discuss the issue and present ideas to city aldermen.
Janine Osborn, president of the Business Improvement District Board, said they want to partner with city officials to develop a plan before the road reconstruction project is started that will reduce traffic issues and assist downtown business owners.
“The BID is feeling the pressure to have a solid plan. We want to be a resource, and it’s extremely important that we partner with you guys every step of the way,” Osborn said. “So that’s a huge priority for our objectives in the next year or so to have a good, strategic plan to make every sure every business survives.”
Spyro Condos, Business Improvement District Board member, proposed that a parking structure be constructed to help provide much-needed parking and to reduce traffic concerns in downtown Lake Geneva.
He said the area behind the Geneva Lake Museum, 255 Mill St., would be an ideal location for a parking structure because it is located off of Highway 50/Main Street and it is located within walking distance of the downtown area.
Condos also said the city owns the property behind the museum, and the structure would be located near a city parking lot that is adjacent to the museum.
“By putting a parking structure behind Highway 50, 90% of your traffic comes in on Highway 50. People could park their cars right behind the museum,” Condos said. “A parking structure would fit in just perfectly.”
Condos said city officials need to decide soon if they want to build a parking structure before the Highway 50/Main Street project is started because they still need to determine the costs for constructing a parking facility, and a referendum has to be approved before such a project is started.
“We feel that we need to get moving on this. There’s only a few years. It takes that time to put together a plan, engineering and a referendum for a parking structure,” Condos said. “Lake Geneva needs a parking structure. We should get moving before they start ripping up Highway 50 in Lake Geneva.”
Business Improvement District Executive Director Alexandria Binanti said business representatives have been discussing ideas for providing additional parking in the downtown area during the past year.
She also would like to work with city officials to develop a marketing campaign or funding resources for business owners that will be affecting by the project.
Binanti proposed obtaining a grant from the Tourism Commission to help promote the downtown businesses or a program that will help business owners make improvements or renovations to their storefronts.
“We have a lot of historic buildings here and knowing that there might be some opportunities to help preserve businesses during the construction and during traditionally slow traffic times,” Binanti said. “It might incentivize businesses to stay here.”
Members of the Business Improvement District Board also discussed the issue during their Oct. 2 meeting.
Condos said besides constructing a parking structure, city officials also could establish offsite parking at the Hillmoor property and on city-owned property near SERVPRO of Lake Geneva, 120 E. Sheridan Springs Road.
He also proposed developing a transportation system that will bring people into the community.
“There’s a number of spots outside of Lake Geneva, outside of the business district where you can bring people in,” Condos said. “But you have to have a plan, and you have to have a plan like right now.”
Business Improvement District Board member Anthony Silvestri said he heard that city officials are planning to develop a transit system into Lake Geneva during the course of the Highway 50/Main Street road reconstruction project.
Alderwoman Sherri Ames, who also is a member of the Business Improvement District Board, agrees that additional parking is needed before the road reconstruction project is started and is in favor of constructing a parking structure in the community.
“We do a need a parking garage in this city,” Ames said.
Condos said some type of additional parking needs to be established before the project is started because it is already difficult to find parking in Lake Geneva, especially during the summer tourism season.
“We’re bringing people here. Where are they parking though?,” Condos said. “We advertise to bring people here. What good is it to see them driving around in a circle.”
Besides additional parking, Condos said city officials also need to find a way to encourage people to visit Lake Geneva and the downtown businesses during the course of the road reconstruction project.
“My fear too is when this project starts people on social media are going to say, ‘Well, I don’t want to deal with that,’” Condos said. “They’re just going to want to go to the Dells. They will just keep going.”
Osborn said they need to work closely with city officials to develop a plan to encourage people to visit Lake Geneva when the Highway 50/Main Street road reconstruction project is being conducted.
“This topic has to be the priority for Lake Geneva,” Osborn said. “For the BID, what are we doing here if we’re not going to support and help these businesses survive?”
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