Committee instructs administrator to negotiate DeWolf Garden amendment; billboard and TID items discussed
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Summary
The Economic Development Committee instructed the city administrator to negotiate a two-year extension and updated terms for the DeWolf Garden beer-garden agreement and discussed billboard messaging, TID opportunities and other marketing items.
The New London Economic Development Committee instructed the city administrator to negotiate an amendment to the DeWolf Garden development agreement to allow additional planning time and updated terms after the applicant asked for a two-year extension.
Kim Jonas, representing DeWolf Garden, told the committee the family intends to re-envision the site near the intersection of Wolf River Avenue and Smith Street as a community-oriented beer garden and requested a 2-year extension to allow for additional planning and collaboration with the city. The committee voted to direct the city administrator to negotiate an amendment to the development agreement incorporating updated project terms and timelines; the motion carried unanimously in committee.
Committee members also discussed the next marketing message for a city-owned billboard along Highway 45. Staff reported the cost to change the message on both sides is $7,000 and recommended the city and the tourism commission each pay half. Ideas under consideration include promoting land availability in the Northeast New London Business Center. Administrator Hurth will work with Lamar Advertising on design concepts and bring proposals back to the October meeting.
The committee reviewed proposed items for the 2026 economic development operating budget and several capital-project ideas, including new signage for the city welcome sign on Mill Street, signage for the Northeast New London Business Centre and a hotel feasibility study. Staff also reported business openings and property changes in downtown: Bluestone Salon opened at 1620 North Shallow Street, Glow 24 is scheduled to open October 1 at 1819 North Shawano Street, Covenant Company finished renovations at 302 West Waupaca Street, and the former Piggly Wiggly property has changed ownership with future plans not yet known.
City Administrator Hurth also reiterated that the city has open tax incremental districts (TID) that could provide incentives for development, citing TID No. 6 (southeast side near Mill Street and Industrial Loop Road) and TID No. 7 (north side around the Aldi development) as potential opportunities for businesses and developers.
The committee adjourned with direction for staff to return with draft amendment language for DeWolf Garden and billboard design concepts.