Midtown Tosa business group weighs healthy options for success

Excitement filled the air at Athletico Physical Therapy on North Avenue as business owners and leaders scribbled notes, using physical therapy beds as their tables.

More than three months after its start-up, members of Wauwatosa's Midtown business group — which represents approximately 50 businesses west of East Tosa on North Avenue — gathered early on the morning of July 16 to discuss the organization's next steps. Attendees were remarkably attentive despite the 8 a.m. call time.

The meeting fell in the middle of Midtown Tosa Week, a week of special promotions and events highlighting the rapidly growing business area. As part of the celebratory week, dozens of people would show up later that evening in the pouring rain to watch an outdoor movie screening of "Cars" under temporary tents in a parking lot on North Avenue. The event was hosted by Tosa Pediatrics, 8651 W. North Avenue.

Even in the middle of a thunderstorm, Midtown business owners want to make the group work, said Wauwatosa Alderwoman Allison Byrne, who's among four alderman offering support to the business owners.

"They just did such a good job being positive in the rain," she said, adding various neighbors brought over tents to help shield moviegoers from the raindrops.

Getting down to business

That morning at Athletico Physical Therapy, pediatricians, dentists and toy store owners, among others, gathered to weigh the options between organizing an association or pursuing a Business Improvement District (BID), in which businesses within a defined area are required to pay an additional tax in order to fund projects within the district's boundaries.

Meeting attendees heard from both sides; Meg Miller, co-founder and former president of the East Tosa Alliance, discussed starting the alliances that helped breathe life into an area she once found underwhelming.

The East Tosa Alliance is a nonprofit community organization impacting a 16-block trade district and five surrounding neighborhood groups with a mission to encourage and advocate for economic sustainability and growth in East Tosa.

Miller said inklings of the East Tosa Alliance first began about 10 years ago — and she ran it for seven years — pointing out that volunteers are irreplaceable assets to the organization's success, which operates without dues.

"Volunteers are key," she said. "You gotta have them."

Business owners also heard from Jim Plaisted, the executive director of the Village of Wauwatosa's BID. Plaisted also worked on BIDs in Shorewood and East Milwaukee.

Plaisted said he has witnessed BIDs revitalize communities, but there's a lot of legwork and communication needed to make them successful.

"It's a lot of work — don't underestimate that," he said of organizing a BID.

No-pressure approach

Byrne, who attended and organized the meeting alongside Alderman Jeff Roznowski, said the meeting for businesses was simply to expose the group to different options.

"We want very much the direction of Midtown Tosa to be driven by the businesses and the residents (in) Midtown Tosa," she said. "We wanted to provide the business owners with a historical perspective."

Byrne acknowledged that regardless of which option the group decides to pursue, efforts are moving fast. Graphic designers are already working on logos for Midtown Tosa and a Facebook page is in its early stages.

"When Jeff and I first set this meeting, we weren't sure how well they'd be attended or if business owners would want to take the summer off," she said.

The July 16 meeting marked the group's third gathering and it's likely the group will meet again in August, she said.

"I'm just thrilled that we have this kind of business support," Byrne said. "It's a great time to be involved with city government."