Property Record
115 S 5TH AVE
Architecture and History Inventory
| Historic Name: | Hoeschler Building |
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| Other Name: | Allen Office Building/Groundwater Water Beds Store |
| Contributing: | Yes |
| Reference Number: | 32296 |
| Location (Address): | 115 S 5TH AVE |
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| County: | La Crosse |
| City: | La Crosse |
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| Year Built: | 1930 |
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| Additions: | |
| Survey Date: | 1996 |
| Historic Use: | large retail building |
| Architectural Style: | Art Deco |
| Structural System: | |
| Wall Material: | Concrete |
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| Other Buildings On Site: | |
| Demolished?: | No |
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| National/State Register Listing Name: | La Crosse Commercial Historic District |
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| National Register Listing Date: | 9/2/1994 |
| State Register Listing Date: | 10/8/1993 |
| National Register Multiple Property Name: |
| Additional Information: | A 'site file' exists for this property. It contains additional information such as correspondence, newspaper clippings, or historical information. It is a public record and may be viewed in person at the Wisconsin Historical Society, State Historic Preservation Office. Builder was Joseph and Frank Schwalbe. Cast stone (concrete) facade divided by full length stepped piers terminating above the parapet and creating five bays with paired windows separated between the floors by colored and metallic tile panels; Art Deco wrought iron and ceramic lamps above the store front sculptured parapet deeply recessed store entrance. Serving as the site of Penney's Department store for many years as well as housing offices in its upper stories, the Hoeschler Building is significant to the architectural history of La Crosse as the major commercial structure associated with the Art Deco style popular in America from 1925 to 1940. Built on the site of the old La Crosse Theatre. 1996- "Commercial: Five story, brick and poured concrete, Art Deco building with patterned, colored tile insets and original lighting fixtures, but lower level has metal sheathing around storefront windows--now known as the "Grandview of 5th Building," housing "K & G Costumes" and "Vintage Vogue"." - "La Crosse North/South Transportation Corridor", WisDOT ID #5991-04-00, Prepared by Heritage Research, Ltd. (1996). |
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| Bibliographic References: | A. Sanborn-Perris Map, City of La Crosse, 1954-1956. |
| Wisconsin Architecture and History Inventory, State Historic Preservation Office, Wisconsin Historical Society, Madison, Wisconsin |