Watertown capitalizes on Rock River

City’s centerpiece promotes development

By Rebecca R. Konya

Watertown's Fischer Department Store at 2 E. Main St. juts out over the Rock River and presents a unique challenge to the proposed downtown Riverwalk. Constructing an arcade at the back of the building is one of several options that Vandewalle & Associates, Madison, is exploring in an effort to incorporate the city landmark into the Riverwalk design.

When Jim Baade first moved to Watertown 13 years ago, he was immediately impressed with the character and charm of the city's historic downtown overlooking the Rock River.

But Baade also recognized that the river was one of the community's most underdeveloped assets.

"The Rock River is totally underutilized compared to waterfronts in other com-munities," he said.

Today, Baade is co-chairman of the Design Committee for the city's Main Street Program, an ongoing initiative to revitalize the downtown business district, and a strong supporter of the Riverwalk project, a proposed multimillion-dollar venture to upgrade and expand Watertown's existing Riverwalk. Ultimately, the walkway would extend three miles along both sides of the river from Cady Street south to the Shopko on Church Street and include amenities like a central gathering plaza, hiking and biking trails, restaurants and boutiques. The current walkway, located only on the east side of the river, runs from Main Street south to Milwaukee Street.

Angela Temple, manager of Watertown's Main Street Program, acknowledged that the Riverwalk expansion is a major priority. After receiving a $12,500 planning grant from the state and matching funds from the city, the Main Street Program tapped planning firm Vandewalle & Associates, Madison, last spring to develop a planning and feasibility study.

Watertown's Main Street Program is helping downtown companies, such as this business at 111 E. Main St., restore their storefronts to their historic grandeur through a facade grant program.

The Main Street Program also is working with Vandewalle & Associates and the Rock River Coalition, a nonprofit conservation group, to identify potential funding sources. As part of the feasibility study developed for Watertown, Vandewalle & Associates suggested setting up a tax incremental financing district to help drive the project.

Greg Flisram, a principal with Vandewalle, said the study proposes the Riverwalk be implemented in phases, with a major project tied to each segment to help fuel the TIF district.

He called the feasibility study a "nuts-and-bolts planning document" that provides recommended design characteristics, land-use changes and funding sources.

"The plan is broad at this point, but it's an effective roadmap for the community to follow," Flisram said.

Currently, Vandewalle is waiting for Watertown's Community Steering Committee to weigh in on the study. Once that happens, Flisram said he expected the plan to go to a public hearing and then to the city for formal adoption.

To Baade, the Riverwalk project can only complement the initiatives that Watertown's Main Street Program has already implemented to help promote retail growth and pedestrian traffic in the city's downtown business district.