WHEDA Awards Housing Credits for ‘High Impact’ Projects

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The “Pink Palace” on Main Street is demolished on Tuesday, March 18 in La Crosse. The residential building, which was known for its quirky features from the 60s and 70s, is being removed to make way for the new development Haven on Main. Video by Saskia Hatvany.

Haven for Special People was formed with the vision of creating a welcoming community that is accessible to all and expanding housing options in La Crosse.

After a substantial $1 million donation by the Michael and Brandy Rea Family Foundation, that vision will soon be a reality.

“It’s that blend of disabled housing and able-bodied housing coming together,” said Terry Cowgill, Haven for Special People board member. “It not only solves the housing issue, but when you create that community, amazing things happen.”

Building on the generous donation, Haven on Main apartment complex planners have begun a public fundraising phase to secure the remaining $500,000 needed to break ground.

To date, $3.7 million of the $4.2 million goal has been raised.

“Being able to get a project off the ground and to thrive for decades to come is really important,” said Michael Rea. “These guys are thinking about it the right way, which is what gives us confidence in giving a gift like we did.”

Haven on Main will include 70 units of 1, 2, and 3-bedroom apartments, of which 59 will be set aside for income-qualifying residents with priority for individuals living on limited incomes due to a disability.

“This development is unlike any other in our community,” said Hetti Brown, executive director of Couleecap. “It will really show how we can create a community within a community.”

Michael and Brandy Rea pose with their son for a photo at Riverside Park. He has been their inspiration for supporting the Haven on Main development.
Gavin Michaelson | River Valley Media Group

Blueprints of the Haven on Main apartment complex on display at Monday’s event.
Gavin Michaelson | River Valley Media Group

Construction costs totaling $23.5 million, or 80% of the project, will be covered through low-income housing tax credits, social impact investments from La Crosse Area Community Foundation and private investors, the city of La Crosse and La Crosse County, the Wisconsin Economic Development Corporation, and other financing partners.

The model has already proven to be successful at Prairie Haus Apartments in New Glarus, which inspired the project in La Crosse.

“This is truly a rare model where you have truly independent living opportunities for people with disabilities. This is not a group home. It’s not an assisted living facility,” said Brown. “It’s apartments available for adults with disabilities in a safe and supportive environment, living alongside able-bodied adults.”

While supporting a successful project is important to the Rea’s family foundation, it is also important for them to support initiatives that serve people with disabilities as they think about the future for their son, who has autism.

“People like us are out there scouring for opportunities for our child to build more facilities,” said Michael Rea. “The mission obviously aligns with helping, you know, take care of our son and people like our son. … Our son is our inspiration for this.”

Like the Rea family, for many involved in this project, it is personal. The parents involved in the project have prioritized the future of their children and others like them.

“My wife and I always thought we’d be forever nesters – that he’d always live with us,” said Cowgill. “Here, he can still make progress and be a little more independent. He’s not going to get that living with mom and dad.”

The groundbreaking for Haven on Main is expected to take place in the fall once fundraising is complete.

Michael and Brandy Rea talk with attendees at Monday’s banquet at the La Crosse Club.
Gavin Michaelson | River Valley Media Group

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