The Municipal Services Committee of Appleton, WI, convened on October 6, 2025, and made a significant move to support local businesses by approving a request for free parking on Small Business Saturday. This initiative aims to bolster community engagement and economic activity in downtown Appleton.

During the meeting, Abby Novak, the marketing director for Appleton Downtown Incorporated, highlighted the importance of Small Business Saturday, a nationally recognized shopping day that encourages consumers to support local businesses. Novak reported that in 2024, 60 small businesses participated, with over 800 attendees visiting multiple stores, showcasing the event's success in driving traffic and sales.

The committee discussed logistics and potential challenges associated with providing free parking, particularly in parking ramps. Concerns were raised about ensuring that customers could exit the ramps without issues, especially if they did not have a ticket. However, the new parking utility manager, Hillary Patterman, assured the committee that operational improvements were underway to facilitate smoother access for visitors.

The committee ultimately voted 5-0 in favor of the parking request, which includes a $1,600 contribution from Appleton Downtown Incorporated to offset potential revenue losses from metered parking. This collaborative effort reflects a commitment to supporting local businesses while maintaining city revenue.

The decision will now move to the city council for final approval, with committee members expressing optimism about the positive impact of free parking on Small Business Saturday.