Renovated reception area at Anthony's 511, Watertown

Back in 2015, the Wisconsin Main Street Program staff tried their hand at the first Main Street Makeover Contest. Two winners were chosen: the Driftless Café in Viroqua and the Miner Theater in Ladysmith. In that first year, Wisconsin Main Street worked with each business to help achieve a specific vision they identified: better utilization of space and façade renovations for the Miner and rear façade improvements to allow for outdoor dining at Driftless. The team worked with each business to refine their ideas into a final design, develop a work plan, and budget for the build-out. The businesses themselves hired the contractors and oversaw construction on their own timelines, using the award funds to make the project feasible. The project was rewarding for the two businesses, but it didn’t get the level of press or allow for a grand unveiling that people might expect from a “makeover.”

Rethinking the program the following year, the team identified a more focused approach to the makeover, making the program both more comprehensive and more achievable. Businesses would now submit their spaces in need of a makeover, along with critical information about their business history, customers and goals for the future. The Main Street staff would then engage outside partners to identify interior and exterior improvements, as well as marketing tactics and merchandising strategies that could be employed within a limited timeframe to help achieve the vision and enhance the business. This time, the team would help with each step of the process, from design through construction, culminating in a 48-hour build out and a grand unveiling. The winner would still receive matching funds in the amount of $10,000 from Wisconsin Main Street WEDC to help cover the project cost.

Chosen from among 20 applications received from across the state, the winner in 2018 was Annie’s Fountain City Café in Fond du Lac. That project was a great success thanks to months of work by the team, which included Milwaukee-based Retailworks, cafe owners Ann and Gary Culver, and countless local contractors, tradespeople and volunteers. The business is still reaping the benefits of the positive press and the revamped façade, interior layout and merchandising. The Downtown Fond du Lac Partnership and the city all stepped up immensely with financial assistance above and beyond what was expected.

Businesses that were not selected also had the option to receive assistance from Main Street staff with their proposed projects, with staff making several community visits to offer hands-on expertise and design assistance. These visits resulted in several other projects occurring in communities large and small around the state. This winning model was used again in the current year, when Anthony’s 511 Salon was selected as the winner.

Original facade of Anthony's

Anthony’s 511 façade before its makeover

Image of Karen's Kut Curl facade

Historic photo of the property

Facade drawing of Anthony's Main Street Makeover

Wisconsin Main Street rendering of final design

Anthony's Final facade

The final façade of Anthony’s 511 in Watertown

Designing a winning makeover application

Each year, businesses in Wisconsin Main Street communities have the opportunity to submit their spaces for a chance to win the Main Street Makeover Contest. Each applicant submits information on the history of the business, its customer base, the vision for the business, current space challenges and any funds available from the business or the community to put toward a potential project.

In early January, after reviewing the applications, the selection team identifies five finalists, conducts background checks and schedules a phone interview with each. These interviews help to gauge each business owner’s ability to call on local volunteers, contractors and resources; their level of preparedness for a large-scale renovation project; and how involved and supportive the local Main Street organization and municipality will be—critical factors for the success of a fast-paced and ever-changing project.

Another important factor in choosing the right project is finding one that will make a dramatic improvement, but won’t be too large to complete in a short period of time. With that said, the winning projects in 2018 and 2019 ended up being much larger in scale than initially anticipated. Both times, the owner and the local community had to come up with three to four times their minimum match of $10,000, since they both required major exterior improvements to achieve the desired goals. In 2018, the Downtown Fond du Lac Partnership provided a $10,000 grant, and the City of Fond du Lac added an extraordinary $34,000 in financial assistance of various types. In 2019, The Watertown Historic Preservation Commission approved a grant, the local Main Street board contributed funds, and the local redevelopment authority provided the owner with an interest-free loan for much of the remainder. Both owners also garnered thousands of dollars’ worth of donations, volunteer work and in-kind contributions.

When the five finalists are chosen, a press release is sent out statewide. Typically, media outlets near each finalist call to interview Wisconsin Main Street staff to ask about the makeover and why each business was chosen as a finalist. This creates a good deal of buzz around the state, and especially in each of the five finalist communities, bringing additional exposure to the diversity of downtown businesses.

Once the team is comfortable with an owner, the project and their ability to get it done, a winner is chosen and another press release is sent out. Often, local Main Street directors film the moment when the winner is notified and post it on social media to get people excited and begin recruiting the volunteers and partners needed to carry out the project.

Behind the curtain: 48-hour makeover planning

Shortly after the Main Street Makeover Contest winner is announced, the planning phase begins. An initial on-site meeting is scheduled with Wisconsin Main Street, Retailworks, the owner, the local Main Street director, municipal staff and others. This is where the true scope of the project is determined. This involves a careful balance between budget, time constraints and level of enhancements. In 2018, an entire new storefront was required, the counter and prep area had to be reconfigured, and extensive lighting changes were needed. In 2019, the fact that the building was visible on three sides and the existing siding was dated and unattractive meant that a true makeover would require improvements on multiple facades. Contractors, owners and the team budget and plan in real time as bids and funding sources are aligned.

In each of the past two years, several designs, revisions and presentations to local design review boards were required for both the exterior and signage to adapt to either structural limitations, budget constraints or local design guidelines.

Residing Anthony's for Main Street Makeover
Fixing the ceiling at Anthony's

Existing conditions inside and out at Anthony’s 511 in Watertown meant the project was going to be larger than anticipated.

In 2018, a local contractor provided his services at a greatly reduced rate. This was an invaluable resource that meant the difference between success and failure. For that reason, applicants are required to identify a local contractor available to work with the team from the design phase through construction as part of the application process. Contractors aren’t always willing to work with the tight schedule required of the makeover, given the multitude of tasks such as ordering necessary materials and lining up subcontractors. Similarly, many aren’t familiar with overseeing volunteer crews. However, as the contractor is an integral part of the project team, they (after the fact) appreciate the opportunity to approach a project from a new perspective and solve problems on the fly.

The contractor must first determine what, if any, work will need to be done before the 48-hour build-out occurs. (Not all reality TV is accurate!) In 2018 and 2019, actual construction and selective demolition needed to start weeks in advance so the space would be ready for other work to be done. Once the plans are finalized, several meetings are required to assign responsibilities to the various parties. At that juncture, it is important to take into consideration all lead times for ordering materials and to know the timeframes for all design review and permitting steps. Many design review boards meet only once per month, and it may be necessary to get on the agenda a month or two in advance.

The team also learned that the weather in early April in Wisconsin is far too unpredictable. In 2019, the build-out date was moved from early April to early May, and even that was problematic due to frequent cold, rain and a rare May snowstorm.

48-hour makeovers: what reality TV doesn’t show you

After the several-months-long planning phase is complete, the team is prepared to go into the visible improvement phase of the makeover. In reality, this means that significant prep-work is completed in advance. These advance teams allow for reduced downtime for the business and more effective work days for the remaining buildout crew. In 2018, because the storefront was being replaced, the upper facade painting had to occur in advance, followed by storefront improvements and finally sign installation, which occurred during the final day of the project. At Anthony’s 511 Salon, re-siding the building needed to start nearly three weeks early to accommodate phasing and wet weather forecasts. On the interior, selective demolition, plumbing and electrical all began two weeks in advance. In 2019, construction trailers were loaned to the owner to temporarily store all of the interior items that needed to be removed so the work could be done.

Adding wallpaper to Anthony's for Wisconsin's Main Street Makeover
Painting Anthony's as part of Wisconsin Main Street Makeover

The Retailworks and Main Street teams help implement the buildout at Anthony’s 511 in Watertown.

In the past two years, Retailworks worked with all involved to create and maintain a spreadsheet of work items, costs, timelines, and responsibilities. In 2018, the lead contractor served as the general contractor and coordinated efforts, while in 2019 the business owner himself took on that responsibility, creating a Facebook Messenger group that included all contractors, tradespeople and volunteers. He used it to remind people of deadlines, to ask for additional help when needed, to connect people who were going to be working together on certain items, etc. On the surface, it seemed chaotic, but all involved agreed that it was one of the key things that got the project done in time.

Despite careful planning, there are always surprises—which comes as no shock to any owner of a historic property. In 2018, the discovery of rotting roof supports on the awning could have derailed the project were it not for quick-thinking contractors and responsive city staff, while in 2019, a rare May snowstorm threatened the exterior tile work. The mix of cold and wet conditions meant that the tile adhesive was not holding. With less than a week before the unveiling, it was a real possibility that it would have to be unveiled without the tile. But thankfully a few days of warm, dry weather followed, and work proceeded.

Interior improvements also require phasing. Much of the custom millwork, such as a new reception counter, bookcases and interior signage, needed to be built off-site in advance and installed during the final build-out. Other advance work included installation of new lighting and ceiling tiles, painting of custom murals, and late-night, after-hours painting of walls, trim and ceiling grids.

Once all the advance work is completed, the 48-hour portion of the makeover begins. At Anthony’s, the installation of new flooring throughout the space required installation on the first day, significantly limiting other interior work during that period—so the 48-hour makeover essentially became a 24-hour one. The impressive amount of work accomplished in advance and yet out of the public eye made the remaining project feasible—so the final day was spent doing touch-up painting, installing murals, hanging pictures, moving equipment back in, adding some exterior landscaping and doing a thorough cleaning.

New reception sign at Anthony's for Wisconsin Main Street Makeover
Anthony's Main Street Makeover update

“After” photos of the interior at Anthony’s 511 in Watertown

The unveiling

After months of planning and weeks of non-stop renovation work, it was finally time for the unveiling. Press releases were sent out by WEDC in advance and local dignitaries were invited to speak. The local Main Street director worked with the city to close the street and emceed the event. The contractors installed a tarp over the façade and signage, and dozens of people braved the cold and rain to hear from the speakers and the owner and to witness the unveiling of the renovated Anthony’s 511.

Immediately afterwards, the owner hosted an open house inside, and even gave his first post-makeover haircut to a local state legislator in attendance. Custom cookies were made by a local bakery that had the names of each local company involved. People mingled for over an hour, admiring all of the renovation work. In typical entrepreneurial fashion, the salon staff had scheduled a full day of haircuts following the event.

In both 2018 and 2019, it was impressive to see the community come together to make these makeover projects happen. The buzz around each community was great to see and hear. It was also amusing to hear some of the contractors in both projects doubting that they could be done in such a short timeframe—yet each time, they were, and done very well at that. It’s a testament to the power of people working together and having someone stay on top of schedules and timing.

WEDC and Wisconsin Main Street have been proud to be a part of these past makeovers, and we’re already looking forward to next year.

Anthony's Wisconsin Main Street Makeover unveiling
Anthony's Main Street Makeover event

The unveiling and open house at Anthony’s 511 in Watertown

Immediately afterwards, the owner hosted an open house inside, and even gave his first post-makeover haircut to a local state legislator in attendance. Custom cookies were made by a local bakery that had the names of each local company involved. People mingled for over an hour, admiring all of the renovation work. In typical entrepreneurial fashion, the salon staff had scheduled a full day of haircuts following the event.

In both 2018 and 2019, it was impressive to see the community come together to make these makeover projects happen. The buzz around each community was great to see and hear. It was also amusing to hear some of the contractors in both projects doubting that they could be done in such a short timeframe—yet each time, they were, and done very well at that. It’s a testament to the power of people working together and having someone stay on top of schedules and timing.

WEDC and Wisconsin Main Street have been proud to be a part of these past makeovers, and we’re already looking forward to next year.