Shawano storefronts vacant no more

An old proverb, “When life gives you lemons, make lemonade,” perfectly illustrates the newest effort to beautify downtown Shawano.

Where economic doldrums and misfortune have left vacant storefronts, civic leaders are transforming the empty spaces into bright testimonials about what is good in Shawano.

So instead of staring at dreary nothingness, visitors are getting a glimpse of temporary murals depicting colorful images of Shawano residents enjoying sailboats, barn quilts, bike paths and water skiing.

The jumbo-sized window displays are being organized by the Shawano Business Improvement District and the Shawano Country Chamber of Commerce at the suggestion of a downtown merchant who wanted to project a more positive image of the city.

Cindy Van Belkom, owner of Anew Emporium, 103 S. Main St., said she has seen other communities where “window- scapes” have brightened up shopping districts troubled by properties that were vacant or underutilized.

Dressing up properties with cheerful pictures and messages not only helps to mitigate the blight, Van Belkom said, it also promotes the worthwhile community events featured on the murals, and it sometimes catches the eye of buyers or tenants who might revive the empty storefronts.

“It’s really multi-faceted,” she said. “It’s certainly worth a try.”

After discussing the concept with city and business leaders, proponents unveiled the first window-scape at the former Crescent Pitcher Show, 220 S. Main St. While the onetime movie theater is being redeveloped into a brewery, the empty storefront features a display promoting Shawano County’s barn quilts.

The concept worked so well that more window-scapes are turning up around town, using images emblazoned on heavy plastic banners that can be hung up and taken down easily.

Patti Peterson, chamber tourism manager, said she is excited for the opportunity to promote visitor attractions in a new kind of way. Peterson already has ideas for swapping out summer-focused displays for more seasonal attractions as winter approaches.

Using the community’s empty storefronts as a blank canvas for such advertising is logical and worthwhile, Peterson said.

”It is a neat use, I think,” she said. “We have so many wonderful things here that we take for granted. So let’s promote some of those.”

Other images already on display or coming soon will promote Shawano County bike paths, sailing on Shawano Lake and the Shawano Ski Sharks water-skiing group.

Peterson said the Business Improvement District has agreed to provide funding for the window-scape effort.

Downtown attorney Jim Aschenbrener said is pleased with the results, after he agreed to a display on a vacant storefront next to his business, Greenhill Aschenbrener Law LLC, 110 S. Main St. The law firm acquired the former restaurant next door for future expansion but is permitting a window-scape in the meantime.

Aschenbrener said he is happy to be supporting the beautification effort, and he likes how the hanging banners dress up his property.

“It doesn’t just look like a vacant building,” he said. “It’s got a purpose.”