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Property Location
Property Features
Designed by J. Mander Matson in 1940 for the Hoeschler family, prominent local realtors and investors whose family symbol, the Bull, is located at the top of the facade. The elevator housing on the roof has a relief sculpture of a bull. During the Depression years, Hoeschler always claimed to be "bullish" on La Crosse. He was responsible for getting the city to change Fifth Street to Fifth Avenue, to link the local street with the famous Fifth Avenue in New York City.
The Exchange Building, is a significant representative as one of the two best commercial Modern styled buildings in La Crosse. (Other Moderne Style: Tribune Building at 435 South 4th Street). This style ended as the United States went to war and few buildings were built in the 1940s.
National And State Register Of Historic Places Listings
Architecture & History Inventory
The Wisconsin Architecture and History Inventory (AHI) is a digital source of information on historic buildings, structures, and objects that have been surveyed by the State Historic Preservation Office in Wisconsin. Each property has a digital record providing basic information about the property and images.
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Email UsAttribution
For a credit line: Wisconsin Historical Society, Creator, Title, Unique Identifier.
The Unique Identifier can be found at the top or bottom of the page for each item. The name of a downloaded file is NOT the unique identifier.
For bibliographic citations please consult the UW-Madison Libraries Citation Research Guide to ensure compliance with appropriate style guidelines.
Access Property Records
Some properties have more materials (correspondence, clippings, historical information, etc.) not in the digital record. If a 'Site File' exists, it's noted in the 'Additional Comments' field. Contact us for an appointment to view these materials.
