The sun 04 05 17

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WEDNESDAY, APRIL 5, 2017

Serving Polk County’s St. Croix Valley since 1897

VOL. 119 NO. 36 www.osceolasun.com $1.00

SPORTS: Osceola track completes indoor season. PAGE 14

Osceola gets crash course in branding

Demolitions will make way for Discovery Center

BY SUZANNE LINDGREN EDITOR@OSCEOLASUN.COM

Osceola business owners got a crash course in branding, design and retail display in late March when Lyn Falk, a specialist in merchandising and branding, visited on behalf of the Wisconsin Main Street Program. Falk’s coaching focused on creating memorable experiences for downtown visitors, whether they’re walking the sidewalks or stepping into a shop. “From a downtown standpoint we’d be looking at things like benches and banners, architectural features of buildings, way-finding signage,” Falk explained. “Things that highlight the identity of the downtown and help guide someone through it.” For storeowners, Falk emphasized a thoughtful, holistic approach to branding.

BY SUZANNE LINDGREN EDITOR@OSCEOLASUN.COM

Plans to demolish three buildings — making way for the Discovery Center — moved forward last Tuesday when the village board authorized staff and consultants to obtain quotes for demolition of Osceola’s village hall, fire hall and a publicly owned house. Demolition of the village hall is scheduled on or before June 1, the fire hall on or before August 1, and the residential building on or before October 1. Village staff will move into a temporary headquarters in the TK building. The village is still looking at details of relocation of the fire hall, but wanted to get moving on finding out demolition costs, according to Village Administrator Joel West. After the buildings are gone, the village will begin site preparations on Fourth Avenue and Kent Street, which border the site of the future Discovery Center on the north and east. Fourth Avenue will be widened and aligned, more street parking will be added, and utilities will be upgraded and extended to the Discovery Center site. The site will also be graded.

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Lyn Falk, a specialist in merchandising and branding, in a one-on-one consultation with Donna Carpenter and Julie Struemke of Uptown Gifts and Expressions Coffeehouse and Cafe.

“We’re looking at the digital experience — website and social media — and seeing if there’s a connection to the storefront,” Falk said. “And how that’s connected to the interior experience of how the store is laid out,

designed, illuminated, fixtures, signage, everything that goes on in the interior of the space.” During Falk’s morning lecture, Osceola Administrator Joel West was on hand to offer insight into relevant aspects of vil-

lage policy. “As a new business, (navigating municipal ordinances) can be intimidating,” said Ashley Rutledge, a Chamber ambassador and salon coorSEE BRANDING, PAGE 8

Watershed Café owners buy land, plan expansion BY SUZANNE LINDGREN EDITOR@OSCEOLASUN.COM

Plans to one day expand the Watershed Café took a step toward manifestation last Tuesday when the village board approved the sale of 930 square feet of Gristmill Park to restaurant owners Rita and Steve Rasmuson. The café’s expansion, which will increase the street-level dining area, improve the restrooms and add space downstairs for food preparation and storage, will bring the building closer to the sidewalk that runs northwest of the building through the park. Although the deal will slightly reduce the size of the park, it won’t affect the park’s overall function,

according to Village Administrator Joel West. “I think it’s a win-win for everybody,” he said. “We’re selling village land for a good cause, and it doesn’t interfere with use of the park.” The sale was recommended unanimously by Osceola’s plan commission March 21 and approved by the village board March 28, initiating a sale agreement and companion development agreement between the village and the Rasmusons. But the expansion won’t be happening this year, said café co-owner Rita Rasmuson. “We’re ramping up for our busy season,” she explained. “We don’t want to make any changes right now.” But extending the building’s foot-

print seems a necessary business decision. “We know that we’re limited by our space,” Rasmuson said. “In order to accommodate people during busy times, we need a little more room. Plus, we have a very small kitchen and a limited place for storage. The biggest part of this is going to be storage.” On the lower-level, expansion will allow for more refrigeration, such as an additional walk-in freezer, and a small kitchen for baking and preparing food. “Right now during lunch I’m trying to bake,” Rasmuson noted, “and it’s hard.” The restaurant would also desigSEE EXPANSION, PAGE 8

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The café’s expansion, which will increase the street-level dining area and add space downstairs for food preparation and storage, will bring the building closer to the sidewalk that runs northwest of the building through Gristmill Park.

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