LA CROSSE, Wis. – Downtown Mainstreet, Inc. announced today that Mary Larson is the next Executive Director. Mary replaces the retiring Terry Bauer who headed the downtown organization previously. “Mary is bringing a wealth of passion, new ideas, and fresh, renewed energy to the organization and downtown La Crosse,” Andrew Steger, Board President for Downtown Mainstreet, Inc. said. “We are confident she will continue to promote a vibrant downtown which enriches businesses, residents, and visitors.”

“DMI is grateful for the leadership Terry Bauer brought to DMI and without question, steered the organization through a difficult pandemic that not many could have. We extend a sincere appreciation for his time and efforts.”

DMI is a private, non-profit organization founded by businesses and financial institutions to help restore the downtown district’s role as the center of the Coulee Region. DMI is responsible for implementing the City of La Crosse’s “Imagine 2040” comprehensive plan. DMI’s mission is to ensure ongoing economic development while cultivating a revitalized downtown. DMI is proud to work and collaborate with the City of La Crosse, the County of La Crosse, businesses, residents, owners, and visitors. The organization aims to be an advocate for concerns and bring efficiencies and synergies by working with other local organizations. DMI’s vision is to promote a vibrant downtown that enriches businesses, embraces history, celebrates culture, and captures the spirit of community while enhancing the vitality of the entire region.

To learn more about DMI please visit