Downtown Ripon Revitalization Program

Downtown Revitalization: Rising to Challenges

With a downtown steeped in historic architecture and small-town charm, Ripon was among the first Wisconsin communities selected to participate in the Wisconsin Main Street Program, a statewide initiative promoting economic vitality through historic preservation, business development, and community engagement.

Laying the Foundation

In 1988, Ripon officially joined the Wisconsin Main Street Program, becoming one of the state’s earliest “Main Street communities.” The creation of the Watson Street Commercial Historic District in 1992 set the stage for one of Wisconsin’s most successful downtown restoration efforts. Early years brought both triumphs and trials—by 1992, the program faced financial strain, including a deficit and penalties from the IRS. Through strong leadership, improved fiscal management, and renewed focus on the Main Street Four-Point Approach, the organization rebounded, regaining public confidence and laying the groundwork for long-term success. Ripon’s transformation did not go unnoticed. In 2011, Budget Travel magazine named the city one of the “Coolest Small Towns in America,” recognizing its revitalized downtown and thriving community spirit.

Setbacks and Resilience

Progress briefly stalled when a major private development initiative—backed by more than $6 million in public funds—failed to meet its commitments. The situation worsened in 2013 when a devastating fire tore through a section of the historic district, destroying two buildings, damaging three others, and leaving a painful gap in the heart of downtown. Legal disputes related to the failed development further strained community morale, and by the end of 2013, 14 storefronts sat vacant.

Yet, Ripon refused to give up. The legal issues were resolved by late 2016, clearing the way for renewal. Local business owners, property investors, and residents rallied together—purchasing and restoring long-vacant buildings, recruiting new enterprises, and establishing engaging community events that rekindled energy and optimism.

A Thriving Downtown

Today, downtown Ripon stands as a vibrant hub of activity and charm. Visitors can explore an eclectic mix of architecture, boutique shops, restaurants, and galleries—all within a walkable historic district. Streetscape improvements, the renovation of more than 60 historic buildings, and an aggressive business recruitment and retention program have transformed the district into a model of small-town revitalization.

Since the program’s inception, total property values within the district have soared from $7.3 million in 1988 to over $19.6 million in 2023. Foot traffic has doubled since 2019, welcoming more than 800,000 annual visitors.

A Destination Reimagined

Ripon’s downtown now hosts a robust calendar of special events year-round, from wine walks and summer concerts to holiday celebrations that draw thousands of visitors. Most importantly, the district has rekindled a sense of local pride—residents and visitors alike celebrate Ripon’s historic downtown as a vibrant symbol of resilience and renewal.

Guided by Ripon Main Street, Inc., which administers the city’s Business Improvement District, the community continues to champion preservation, economic growth, and the enduring spirit that has carried Ripon through every challenge.