IEDA downtown walk around identifies Monona strengths and challenges

By Audrey Posten, Times-Register

Monona hosted two officials from the Iowa Economic Development Authority (IEDA) on Sept. 21, as part of a “downtown walk around” to identify community strengths and challenges—as well as potential opportunities to tackle those challenges.

“We work across the state in Iowa communities that want to have downtowns that are better than they are now. We’ve done these kinds of visits in towns with 300 people and 50,000 people. We’ve seen it all,” said Jim Engle, director of the Downtown Resource Center, who, with Downtown Resource Center Development Specialist Jim Thompson, re-capped the visit at a public meeting.

Monona Chamber and Economic Development, Inc. Executive Director Ardie Kuhse organized the visit.

“This was important to me, bringing them here,” said Kuhse, who worked with the men in her previous position in Waukon and utilized their help in obtaining a Community Catalyst Grant for a building project there.

Engle and Thompson spent the whole afternoon in Monona, speaking first with community leaders, then touring the downtown, including businesses and some upper stories. They met privately to evaluate the visit, before sharing initial reactions. The two will provide a more detailed report in several weeks.

“We do not like to sugar coat visits. We don’t like to come in and say ‘You guys are fantastic’ and go home. Nobody benefits from that,” Engle said. “We talk about the strengths you have in your downtown and community that a lot of you probably take for granted because you’re here every day. Then we talk about challenges too.”

Engle identified Monona’s status as the “Garden City” as a strength. He said pride in place was evident driving through the residential neighborhoods.

Monona is a “self sufficient Jack of All Trades,” a self contained community with a variety of service businesses that allow people to stay in town to meet their needs. Amenities include the pool, library, trails, community center and fiber to the home. Engle and Thompson were also impressed with potential opportunities to collaborate with the school system.

“This is a cool town,” Engle said. “When we came, we were expecting less for a community of 1,400/1,500 people.”

Downtown specifically, Engle cited Monona’s cleanliness and lack of weeds. The city also has no lower level “storefront apartments,” a move he said “is the first way to kill your downtown.” Other strengths were the metal street banners, the Hay Days community celebration, an eclectic business mix, including three unique eating establishments, and cool architecture.

“The buildings are, what we think, the highest priority,” Thompson stressed. “Yes, it’s a strength, but please look around. It’s also one of your biggest weaknesses right now.” 

“They have had inappropriate alterations done to them that will actually, in some cases, hurt the way they function, and certainly hurts the way they look,” he continued.

Thompson advocated working cooperatively in this key area.

“It is very difficult in Iowa, in rural Iowa, for property owners to cash flow all of their regular repairs and maintenance just with rental income. It makes it even harder when the rental income is depressed. Make sure Monona doesn’t give up on creating very targeted incentives to address some of the inappropriate rehab that’s happened,” he said.

Thompson listed tax abatement and annual TIF rebates as potential incentives. He also encouraged Monona to apply for an aforementioned Community Catalyst Grant, a program he manages that has aided 200 projects across Iowa in five years, including $4.1 million in $100,000 chunks last fiscal year.

“Finding one that’s doable is a critical piece. Cities have to be the applicant and put skin in the game. It can be in kind, but cash is king,” Thompson explained. “We encourage every city to advertise RFPs—is there a building owner in Monona who’s interested in this and create a one-page description of what you’re planning to do and what kind of resources you’re going to put into it.”

“A receptive property owner and receptive city government are the hardest parts,” he stated, “because you have to partner. These buildings weren’t built to be vacant or under-utilized.”

Another area Thompson said should be addressed is underperforming rent in the downtown’s upper story housing.

“We’ve worked in towns less than half this size that have rents of $800, $850 or more. Are they improved space? Yes. Are they some of the highest priced rents in town? Yes. But they’re full. Renters are going to look like what you charge,” he said. “When renters look like what you charge, it increases nuisance, public safety calls, other kinds of law enforcement issues. That will continue to hold your community back. It has to be a community focus, and it’s a perfect way to qualify for a Catalyst Grant. Ninety percent have included housing.”

Other suggestions focused on making the downtown more inviting, including the addition of city-controlled green space and more events that draw people to the area. Examples are music or relocation of the farmers market. 

“Then businesses can play into that by being open later and running specials,” Kuhse said. “We also need to play more to the school and partner with the scheduling of school events. Utilize what’s going on here already.”

The IEDA officials added that more directional signage is needed to draw people to Monona’s downtown and help them navigate when they reach it. They suggested creating more nightlife and improving building window displays and lighting. Creation of a walking tour similar to the one that was part of the visit could spark others to invest in buildings.

Lastly, volunteerism was a big focus. Monona could consider tapping into volunteers to ready or clean vacant buildings, making them more appealing. 

“I can talk to potential businesses that could come to town, but I have nowhere to show them. The buildings aren’t ready,” Kuhse said. “That’s what we need.”

Additionally, establishing a betterment committee could prioritize beautification, including promotion of Monona as the Garden City, engage people in new activities and events and survey the community on what they’d like to see in Monona.

After the visit, Kuhse she was hopeful.

“They feel it’s not too late to change our downtown,” she shared, “but we have to focus on making the downtown a priority instead of just talking about it.”

Once the report arrives, Kuhse will begin processing it.

“Even if it’s baby steps, we need to seriously look at what they say and tackle it. Make it a tool,” she stated.