Rediscover Lincoln Village... Milwaukee's Main Street Community
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© 2005 - 2010 Lincoln Village Business Assn.
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Since LVBA's selection into the Wisconsin Main Street Program in the fall of 2001, there have been
numerous success stories. Highlighted below are the projects that have been recognized for their
outstanding achievements.
Lincoln Village Business Association
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The Lincoln Village Business Association successfully established the Wisconsin Main Street Program in a
Milwaukee neighborhood business district; the first of it’s kind since the inception of the Wisconsin Department
of Commerce’s Wisconsin Main Street Program in 1987. Based on the success of this program and others like
it in the U.S., the Milwaukee Department of City Development created a city-wide Main Street Program in 2005.
The Main Street Program presents a new, financially flexible approach to urban neighborhood business district
revitalization. The Lincoln Village Business District remains the only nationally accredited commercial district in
Milwaukee by the National Trust for Historic Preservation.



This professional and user friendly design serves as an informational tool for local Main Street stakeholders;
providing news and helpful links to services. Beyond local support, the site serves as a gateway to the
Main Street district activities and links to the businesses of Lincoln Village beyond the metro Milwaukee
consumer base.
Unlike third-party web hosting, all updates and changes are done in-house; allowing for real time updates and
offering a cost efficient model for a nonprofit internet product.

Building owner Abel Rodriguez purchased the theater in 2002. The site had previously sat vacant and
disheveled for more than 50 years. The damage due to neglect most notably left a gaping hole in the roof,
which needed to be replaced. Unfortunately, the interior tin ceiling was rusted beyond repair, so a new sound
sensitive and visually appealing ceiling and lighting system was installed. After tuck pointing repairs were
made to the interior, a new floor was constructed for the structure’s new intended use; a banquet hall and
entertainment facility. The stage was remodeled and a former storage area was converted into a food and
beverage serving area.
All told, the interior underwent a complete renovation from top to bottom including: ceiling, walls, lighting,
electrical services and ADA compliant bathroom facilities. Various independent contractors were involved with
the project, with architectural services provided by Steve Smith.
As for the facade, LVBA supplied the contractor with historical photos and a new design created by Wisconsin
Main Street. The original cornice and lettering were salvaged and restored, adding a faux-marble paint finish
for weather protection and added visual depth. After safely removing the paint layers off of the brick columns,
a new brick bulkhead was constructed to support the storefront windows. The transom space remained
available for a marquee.
The overall scope involved turning a boarded up commercial building, once converted into a residential space,
back into a commercial property. The new owners of the building wished to start up a baking business and use
the upper level of the building as their new home.
Wisconsin Main Street was called upon to redesign the storefront. Local architects presented a floor plan to
include baking equipment, counter space and seating. The layout called for the baking ovens to be near the
commercial window so the process could be viewed from the street.
Lincoln Village Business Association assisted owners Ignacio and Eva Mossa in finding competitive
contractors for work and equipment. LVBA also aided with successful facade and signage grant applications
totaling $5,000.







The overall scope involved turning a boarded up commercial building, once converted to storage space, back
into a commercial property. New building owner Vince Hanoski wished expand the success of Ben’s Cycle into
a new entity; Milwaukee Bicycle Co. The expanded business builds custom bike frames and has a full
compliment of accessories with a service department. Wisconsin Main Street resources were used to
redesign the storefront based on the original design, including wood framing.
There were no unusual design flaws or issues to confront. However, a new roof and extensive tuck pointing of
all walls was necessary to properly secure the building from environmental elements. Additionally, an opening
on the west side of the building was created to access the existing warehouse space.
Lincoln Village Main Street wrote a full business plan and completed a successful application for a Retail
Investment Grant through the City of Milwaukee. Milwaukee Bicycle Co. was awarded $15,000 under the
guidelines of this grant.
LVBA assisted in finding competitive contractors for work and equipment. Main Street also aided with a facade
and signage grant totaling $5,000. The new expansion houses 2 full time and 7 part time employees.







Tres Hermanos Restaurant & LVBA
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The scope of the project began in 2004 with two issues confronting the intersection of Lincoln Avenue,
Windlake Avenue and 14th Street. The intersection saw a high volume of auto accidents caused in large part
to cars intersecting Lincoln Avenue on 14th Street. Secondly, the need for additional parking, landscaping and
a patio feature at Tres Hermanos Restaurant. The LVBA Economic Restructuring Committee successfully
requested the City to close this section of 14th Street; citing auto and pedestrian safety statistics. Soon there
after, Tres Hermanos owner Ramon Orozco purchased the land to expand his operation.
The Design Committee, Mr. Orozco and Zimmerman Design Group, which had adopted Lincoln Village Main
Street for a three-year cycle of pro bono assistance, met several times to create the highest and best use of
space to meet the demands of the community.
The new layout went through various changes from the original proposal. Nonetheless, the key elements
remained in place; an outdoor dining terrace at Tres Hermanos, increased on and off street parking spaces,
significant landscaping improvements, and a space for a public art sculpture.
With generous contributions from the partnership with Zimmerman Design Group; much of the design, permit
and construction guidance came together seamlessly.
The result is Lincoln Village Public Plaza at the corner of Windlake and Lincoln Avenues. The project
coincided with the renovation and expansion of Tres Hermanos Restaurant, which opened its new outdoor
patio as LVBA unveiled the first piece of public art to don Lincoln Village in decades. Quartet, as the sculpture
was named by creator and local artist Celine Farrell, was dedicated on October 2, 2008 by Mayor Tom Barrett.
A second sculpture, constructed from the recycled interior cut-out of Quartet, was installed at Ben’s Cycle,
1018 W. Lincoln Ave.
The successful completion of the Lincoln Village Public Plaza project was made possible through the
collaborative efforts of many individuals, both locally and regionally. LVBA Design Committee Chair, Judy
Ramazzini facilitated the sculpture metal cutting at Quad Graphics, and Lincoln Village business Naegele
Awning completed the project with welding, painting and installation.






