East Tosans Rally for Their Neighborhood

Nearly a dozen people urged the Common Council at a public hearing Tuesday to add a newly crafted $5.4 million vision for East Tosa to the city's comprehensive development plan, while just one resident stood opposed.

Those speaking in favor of the plan live and work within the 16-block stretch of North Avenue known as . The opponent, who lives north and west of the East Tosa area, urged the council to take a more frugal approach.

The dissenter stood alone. The dozen speaking in favor had up to two dozen silent supporters in the council chamber seats. Neither the crowd nor the lone voice will know the city’s decision until the issue returns to the council next month with a recommendation from the Community Development Committee.

The message from the masses to the council Tuesday was clear: East Tosa needs a plan to perk up a flagging commercial district so that it thrives and helps prop and enhance its neighboring residential property values.

“The status quo is not sustainable,” said Luke Perry of 2519 N. 69th St. The East Tosa portion of North Avenue, he said, is “stuck and it’s not moving forward.”

The East Tosa plan, Perry said, is a “compelling vision” for the district to break out of its rut and realize its potential.

Although the 15-year improvement plan is mainly contained in the East Tosa commercial district along North Avenue, the plan serves more than a business district, according to Ed Haydin of 2568 N. 71st St. Haydin also is planning chair with the North Avenue Neighborhood Alliance – now dubbed the East Tosa Alliance, which spearheaded the drive for the city to develop a strategic plan for East Tosa.

“This isn’t necessarily about street furniture or stop signs. It’s more about our community,“ Haydin said. “The East Tosa commercial district doesn’t reflect the values and wealth of our district” in the adjacent neighborhoods, he said, and “our property values go where our commercial values go.”

The neighborhood also stands fully behind its commercial district, according to Kate Knowlton of 2528 N. 72nd St. She and others said a redesigned North Avenue that is safer and pedestrian, bicycle and family friendly will attract new businesses that will attract more residents to shop, dine and linger close to home, in a neighborhood business district that also is redesigned to include public gathering spaces.

"I pay my taxes and I vote ... and I spend a ton of money at ," an East Tosa landmark business, Knowlton said. "If North Avenue has all the stuff I want, I would be absolutely honored and privileged to spend all my money on North Avenue."

Geoff Trenholme, of 8103 Richmond Ct., intends to be one of those North Avenue businesses. A California native, Trenholme moved to Wauwatosa about a year ago with his wife, who is a Tosa native.

Trenholme said the couple plan to open a European-style cafe and bakery – to be named Rocket Baby Bakery, after the nickname for their 14-month-old son – at 6822 E. North Ave. in the fall, a location they chose because of the East Tosa plan that was in the works.

Trenholme said he and his wife searched for sites throughout the area and "ended up right in our own back yard because of the vision for North Avenue."

Tom Wittke, the lone dissenter of 3205 N. Menomonee River Parkway, said a redesign of North Avenue as a street may be needed, but not if the price tag is more than $5 million.

“I think you could re-do North Avenue for one-tenth of the cost,” Wittke said, citing figures he gathered from the city engineer‘s office. “I’m not against redoing North Avenue. Let’s do it in an economically feasible way.”

The East Tosans who spoke in favor of the project said they would do their part in ensuring the city’s dollars are well invested.

“We realize the economy presents big challenges,” said Jon Anne Willow of 2346 N. 66th St. “If you can help us take the first steps, we will work hard to attract money and businesses. I will work to put my money where my mouth is.”