On Thursday, March 19, the Wisconsin Economic Development Corporation hosted the 35th Annual Wisconsin Main Street Awards at the Grand Theater in Wausau.
Main Street Monroe, the volunteer driven 501(c)3 nonprofit that handles community development in downtown Monroe was recognized in four different categories:
Community Champion
Melisa Schmidt-Zettle was recognized as Monroe’s Community Champion. Formerly known as Volunteer of the Year, this award designed to recognize the individual who contributed the most to the Main Street program throughout the past year. For over a decade, she has served as co-chair of the annual Lighted Christmas Parade, remaining calm, organized, and focused on the end goal. Jordan Nordby, Main Street’s executive director also noted that Melisa has been instrument in connecting different groups to promote Main Street and strengthen the community. Her mother, Mary Schmidt, received the same award in 2007.
Best Business
JoAnne’s Dress Shop won Best Business in the state for 2025. Pictured is longtime owner JoAnne Leuenberger with her husband - Kirt. Not pictured is new owner Lisa Buol who was receiving the Entrepreneurial Spirit Award the same day From Green County Development Corporation in Monroe at the same time. Both women received both awards. Main Street’sn recognizes an outstanding business that has achieved substantial success or a significant milestone in the past year, as measured by business longevity, successful ownership transition, achievement over adversity, and other innovative business practices.
JoAnne began managing a bridal store in 1980 after years of processing loans and dreaming of owning a dress shop. In 1988, she purchased the business and began transitioning it into a clothing store. With two expansions along the way, she relocated in 2014 to her largest location, offering 3,000 square feet of selling space. In a full circle moment, on July 1, 2025, JoAnne sold her business to Lisa, thoughtfully preserving it for the next generation. This transition ensures the values and legacy JoAnne built will continue. Lisa is a Monroe native, who resides on a small horse farm close to her parents. After working in government for over 25 years, she looks forward to “many, many” years of having her business on the downtown square. Recent efforts include a store redesign, new brands, and remaining right where it is. JoAnne’s remains a genuine anchor, mentoring other women-owned shops and fostering a welcoming space for customers ages 40 to 100 who value in-person shopping.
Best Placemaking Project
This award is given to the municipality and/or Main Street organization that has designed and implemented attractive and sympathetic improvements to improve the built environment Impact on the downtown (visual, economic, and social).
Pictured with the award is longtime city council representative Tom Miller, current board president Aaron Holverson, director Jordan Nordby, and past president Steve Moon. Not present were longtime Main Street Design co-chairs John and Donna Glynn.
The Pocket Park project, which includes public restrooms, officially opened on September 20, 2025, transforming a long-vacant downtown lot into a vibrant community gathering space that enhances the beauty, accessibility, and economic vitality of Monroe. Designed as a welcoming green space, the park features landscaped gardens, shaded seating, timeline, bike racks (including e-bikes), programmable electronic kiosk, and areas for people to enjoy coffee, meals, and conversation while spending time downtown.
Main Street Monroe raised the funds for the project, including a WEDC Vibrant Spaces grant, making the project possible without using city tax dollars. The park will be maintained by the city’s Park & Recreation Department’s existing budget and an endowment set up by Main Street. Anyone interested in donating to the park project may still do so! All donors will be recognized at the park.
Main Street is planning another night market on the space for Saturday, May 16.
20 Year Anniversary
Main Street Monroe was also recognized by WEDC for its 20 years as an organization. Those in attendance on Thursday, included past volunteers of the year Mary Schmidt (2007) and Mike Jerge (2017), past presidents Steve Moon and Andy Hill, current president Aaron Holverson, city council representative Tom Miller, who was recognized as board member of the year in 2016, and this year’s winners.
Over the past 20 years, Main Street Monroe has received Best Design Committee Project 2007 - Facade Improvement Grant Program; Best Public - Private Partnership in Downtown Revitalization 2007 - Badger Trail; Best Public Improvement Built Environment 2009 - Downtown Streetscape; Honorable Mention for Best Special Event 2012 - Pirates on the Square; Best Public Improvement Project 2014 - Monroe Community Garden; Best Image Item/Campaign Event 2019 - Musical Chairs on the Square; Best Retail Event 2020 - Main Street LIVE! Shopping Nights; Best Public Placemaking Improvement Project 2022 - Cheese, Glorious Cheese; Honorable Mention Best Special Event 2023 New Year’s Eve Cheese Drop, as well as numerous individuals and historic preservation efforts.
