Kerosene lamp posts were erected in La Crosse in 1861 at the corners of State, Main, and Pearl streets, where they crossed First (Front), Second, and Third streets.(1) In 1869, gas lights were installed on Third street at the intersections of King, Cameron Avenue, and Pine streets, and “a few other corners.”
In 1882, the Brush Electric Light and Power Co. installed arc towers at Eighth and Vine, Fifth and King, Tenth and Cass, and Seventh and Jackson streets. The last of these towers was removed in 1928.(2) The arc lights required frequent maintenance, and were 150 feet high, carrying three 2000-candlepower lights. The towers were three cornered, built of iron or steel pipe, and were cross-braced. In 1902, the Brush Electric Light and Power Co. merged with two other private utility companies to become La Crosse Gas and Electric Co. Although a Municipal Lighting Plant had been suggested, citizens voted the idea down.
The “Great White Way” came to La Crosse in October 1910, thanks in large part to the leadership of John C. Toeller, Fred Heil, and Peter Newburg.(3) In January 1910, Toeller, at that time manager of Doerflinger’s Department Store, made a trip to Minneapolis and saw the high quality street lighting there. By June, the Merchants’ Protective Association was involved in canvassing signatures of store and residence owners along the proposed route. The group made a proposal to the Common Council to install the new standards and promised $10,000 of citizen money for the project.
Ten months later, the city of La Crosse installed Flour City Ornamental Iron Works standards to replace the arc lamp system in the downtown area. This “Great White Way” extended from Sixth to Third streets on Main; from Main to Jay on Fourth Street; and from Fourth to Third on Pearl Street. A parade, speeches, and a lighting ceremony took place downtown on Oct. 31, 1910. Eventually these spread throughout the city.
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(1) Albert H. Sanford and H.J. Hirshheimer, A History of La Crosse, Wisconsin, 1841-1900 (La Crosse, Wis. : La Crosse County Historical Society), 1951, p. 187.
(2) Ibid., p.188.
(3) See the clipping file under the subject heading Streets-General.
