The western edge of Onalaska’s traditional downtown borders and overlooks the bottom lands of the Black River and Lake Onalaska which flow to the Mississippi River. From lumbering in its early days to recreation today the city has enjoyed a close relationship, visually and physically, with its river. The waterfront master plan builds on the strengths of that physical relationship to revitalize the downtown economy, increase employment and living options, grow tourism and expand recreation offerings. Plan goals included protection of environmental assets, increased access to the river corridor for biking, fishing and wildlife observation, the aesthetic enhancement of the downtown and a visitor center. A key recommendation of the plan was the formation of a city led project management team to focus on plan implementation. Since completion of the master plan, SAA has remained an advisor to the city team. Major accomplishments have included the coordination of streetscape improvement along with the Hwy 35 reconstruction through the downtown, obtaining grants, and the formation of a partnership with the Wisconsin Dept. of Transportation, the Mississippi Valley Archeology Center at the UW-La Crosse and the Ho Chunk Tribe of Indians to develop a visitor center and museum in the downtown overlooking the Black River.