BUILDING WHAT’S NEXT As Janesville grows, housing has emerged as one of our community’s biggest opportunities — and one of its most important challenges. 14 S. Jackson Street, Suite 200 Janesville, WI 53548 PRE-SRT STD US Postage PAID Janesville, WI Permit No. 157 FJI•REPORT
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JANESVILLE experience the power of community • INSIDE THIS ISSUE • 14 S. Jackson Street, Suite 200 • Janesville, WI 53548 Phone: 608.757.3160 Email: forward@forwardjanesville.com www.forwardjanesville.com 2026-2027 BOARD OF DIRECTORS George Cullen • Chair JP Cullen Sean Kennedy • Vice Chair JP Cullen Joe Stadelman • Secretary/Treasurer Angus-Young Mick Gilbertson • Past Chair The Developing Edge Joel Bailey • Johnson Financial Group Jon Ballard • Foremost Media, Inc. JP Brummond • Alliant Energy Todd Buehl • ABC Supply Co., Inc. Tim Cullen • Bushwood Golf Range Michael Davis • Nowlan Law Dave Holterman • First Community Bank Bekki Kennedy • Fist Bump Labs Bob Kennedy • Rock Road Companies, Inc. Kyle Mair • Baker Tilly Kayla Murphy • SSM Health Todd Needham • Batterman Cheryl Peterson • SHINE Technologies Dr. Tracy Pierner • Blackhawk Technical College Christine Rebout • Janesville Area Convention & Visitors Bureau Kara Sankey • Mercyhealth Tanner Voss • BMO Letter from the FJI Board Chair.............................................4 Building Connections, Developing Leaders..........................7 Modernizing Through Flexibility............................................8 Community Champions Take Center Stage.........................14 The Biggest Rock Regional Business Expo Yet....................18 How Did I Get Here - Greg Piefer........................................20 CivicCon Sparks Community Conversation.........................21 New Members.....................................................................24 Issue 2026 – 1 Editor: Eric Schmoldt, Feature Editor: Claire Gray Advertising: Sommer Brockman Cover photo: Courtesy Full Spectrum Photography Layout: Mary Terry Design www.forwardjanesville.com | 3
When people talk about housing, the conversation often begins with buildings, neighborhoods or development projects. But housing is really about people. It’s about whether a young professional can afford to stay in the community where they started their career. Whether a family can find a neighborhood that fits their needs. Whether an employer looking to grow can confidently recruit talent to Janesville knowing there are opportunities for workers to live, learn and thrive here. That’s why housing has become one of the most important conversations happening in our community today. As I’ve stepped into my role as Chair of the Forward Janesville Board of Directors, I’m encouraged by the momentum we continue to see across Janesville and the broader region. New investment, redevelopment and innovation are helping shape an exciting future for our community. Sustaining that momentum requires us to think intentionally about the kind of community we want to build — one that continues to create opportunity for businesses, families and future generations. This issue of the FJI Report explores many of those conversations. You’ll read about the City of Janesville’s zoning and subdivision code update and the ways it could reshape housing development in our community. While zoning may sound technical, the article makes clear how much these decisions influence everyday life — from affordability and neighborhood design to the types of housing available for families at different stages of life. The work being done by the city, developers, builders and community stakeholders reflects an important shift toward flexibility, accessibility and long-term planning. Housing challenges are not unique to Janesville, but our community has shown a willingness to come together to find solutions. Organizations like ECHO and the South Central Wisconsin Builders Association are helping address both affordability and workforce shortages, while Forward Janesville continues to advocate for policies and partnerships that support responsible growth. Through our staff, Board, Government Relations Council and ongoing engagement with local leaders, we’ve worked to ensure the business community has a voice in these discussions because housing and economic development are deeply connected. Simply put, communities that want to attract and retain highquality employers must also be communities where people can afford to live and build a life. That broader theme of growth and opportunity carries throughout this magazine. You’ll also read about leaders and organizations helping shape Janesville’s future in different ways — from the innovation happening at SHINE Technologies to the continued investments transforming our south side corridor. These stories are reminders that Janesville’s future will be built not by one project or one organization alone, but through the combined efforts of businesses, educators, nonprofits, local government and engaged residents all working toward a shared vision. At Forward Janesville, creating those connections remains central to our mission. Whether through advocacy work, educational initiatives, networking opportunities or events that celebrate leadership and innovation, we believe strong communities are built through collaboration and engagement. This issue also recaps moments like our Rock Regional Business Expo and Annual Awards Luncheon — events that showcase the energy, resilience and leadership that continue to move our region forward. My own family has been part of this community for generations, and that history has taught me something important: Progress does not happen by accident. It happens when people are willing to invest their time, ideas and energy into building something bigger than themselves. I believe Janesville is doing exactly that right now. Thank you for taking the time to read this issue of the FJI Report. I hope these stories leave you as optimistic about our future as I am. Building Community Through Opportunity A Message from Forward Janesville Board Chair George Cullen 4 | FORWARD JANESVILLE George Cullen
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Building Connections, Developing Leaders: JOIN Janesville and Forward Janesville Strengthen Partnership For nearly a decade, JOIN Janesville Young Professionals has helped emerging leaders build connections, develop professionally, and engage more deeply in the Janesville community. Through networking events, volunteer opportunities, educational programming, and social gatherings, JOIN creates meaningful ways for young professionals to grow both personally and professionally while building roots in the region. Now, that mission is entering an exciting new chapter. Forward Janesville and JOIN Janesville recently announced an official affiliation agreement, formally naming JOIN as the young professionals affiliate of Forward Janesville. While JOIN originally launched through Forward Janesville years ago, the organization has operated independently in recent years while remaining closely aligned with the broader goals of workforce development, community engagement and talent retention. This renewed partnership strengthens those shared efforts and creates new opportunities for local businesses and professionals alike. Most notably, employees of Forward Janesville member businesses are now eligible for JOIN Janesville membership at no additional cost. Previously, JOIN membership required a separate fee. By removing that barrier, more young professionals can take advantage of the relationships, experiences and leadership opportunities that help people feel connected to their workplace and community. Why does that matter? Communities that retain young talent are stronger, more innovative, and better positioned for long-term success. Employers consistently identify workforce attraction and retention as a top priority, and helping employees build connections outside the workplace is an important piece of that puzzle. Whether you are a young professional looking to get involved, a business leader seeking development opportunities for your team, or someone simply looking to expand your network, JOIN Janesville offers a welcoming place to connect. To learn more about upcoming events, sponsorship opportunities and resources, visit www.JOINJanesville.com. www.forwardjanesville.com | 7
Like all communities, Janesville’s zoning and subdivision code lays the blueprint for the area through a set of regulations and mapped zoning districts. A notably “technical document,” Cherek admits that it’s not always something that’s at the forefront of residents’ minds unless they embark on a task like building a house or opening a business. Still, it works quietly in the background every day, affecting everything from a community’s structure to its functionality. “Zoning really does shape communities,” Cherek said. “It provides the guidelines within which the community grows and develops and, I think, ultimately coexists.” With this type of impact in mind, Janesville is currently in the process of updating its zoning and subdivision code. The update comes on the heels of a housing market that has steadily become less affordable and accessible to the average Janesville resident. In fact, housing was identified as Janesville’s top barrier to growth in Forward Janesville’s 2025 Business Retention & Expansion (BRE) Survey, as well as a priority in the city’s 2025-2029 Strategic Plan. A new zoning and subdivision code could lay the groundwork necessary to tackle these issues and respond to modern housing market trends, issues and desires. “The zoning ordinance is the set of tools in the toolbox that implement that vision,” Cherek said. OUT WITH THE OLD, IN WITH THE NEW A comparison of older and newer zoning codes shows just how much influence these tools have on their community. With more than four decades under its belt, Janesville’s current zoning code reflects the desires and needs of a very different housing market. “Older zoning codes were really focused on trying to keep different kinds of uses separated from each other,” said Executive Director of Smart Growth Greater Madison, Inc. Bill Connors. Connors also provided input on Janesville’s code update through his role as the work group advisor for the Zoning Work Group of Forward Janesville’s Government Relations Council (GRC). This separation ultimately led to segmented communities, where areas zoned for commercial use, like shops and restaurants, resided in a different part of town from areas zoned for residential use, which were almost entirely devoted to single-family homes. At a time when the housing market was much more accessible and affordable, this system mostly seemed to work. “The American dream of homeownership is something that used to be kind of taken for granted,” said Executive Officer of the South Central Wisconsin Builders Association Heidi Van Kirk. “Anyone could own a home.” Today’s housing market, however, presents a very different story. “One of the challenges right now is that it’s extremely expensive to build new housing,” said Connors. “And consequently, you have many areas of the state where clearly there is a demand, but builders aren’t building because they don’t think they could sell the houses at a price that they would be able to make a profit on because the income levels just aren’t supporting those prices.” This has led to a shortage of residential homes across the state, including in Janesville. In the midst of these challenges, the limitations of Janesville’s current zoning code, which was established in 1981, has become more apparent. Steven Genin, principal/engineer at Angus-Young Associates, Inc. and the chair of GRC’s Zoning 8 | FORWARD JANESVILLE Modernizing Through Flexibility Janesville’s New Zoning and Subdivision Code Set to Reshape Community By Jen Bastron When Duane Cherek, planning director for the City of Janesville, thinks about the word community, what he pictures is likely a little different than the majority of Janesville residents. While most people think of the word in the context of their schools, places of work, favorite restaurants and friends and family, Cherek sees a bigger, more complex picture. A picture of the current Janesville zoning map which delineates land use by district. The districts will change somewhat with the zoning code update. “Zoning really does shape communities. It provides the guidelines within which the community grows and develops and…ultimately coexists.”
The Janesville Culver’s Scoopie Night Work Group, has seen firsthand the ways in which an old code can cause issues. “A large portion of the difficulties that people are struggling with is the ability to redevelop existing sites or potentially find sites that could be viable options for redevelopment,” he said. Part of this struggle comes from the way land use is dictated in Janesville’s current zoning code. Under the current code, and in line with the preferences of older codes, land use in Janesville is currently divided into residential, commercial, industrial and special zoning districts that do not overlap with each other. Each type of land use can only occur in its respective zone, in other words. Steve Sage, land development manager at Advantage Homes, Inc., said that the strict division of land use up to this point has limited what families can do in their neighborhoods. “These families do not have anywhere to take their walk or take their children or grab a bite to eat,” Sage said. “The current subdivision that we've been developing phases in does not have a city park or any shops nearby. And that's been a real source of frustration. These are younger families, in general, with children, and they have to drive into town to find a community park.” According to Connors, this type of zoning can also become quite limiting for developers. “When you have very narrow zoning districts that allow only some very thin sliver of what could be developed allowed in that district, it forces developers many times to ask for rezoning,” he said. Rezoning efforts become timely and costly very quickly, Connors said. And it’s never a guarantee at the end that the developer’s request will be approved. “The rules were written in a way that often stifles development,” he said. That could begin to change soon, though, as these rules get rewritten. Cherek said that the new zoning code will allow for more overlap between the different types of land uses, notably now allowing residential uses in all commercially zoned districts. More flexibility in land use provides the opportunity for more mixed-use neighborhoods, meaning that homes could be developed within walking distance of restaurants, businesses and other components of daily life that previously would have been much farther away. Cherek said this goal is in line with Janesville’s comprehensive plan, which aims to “achieve what’s referred to as more complete neighborhoods. It’s trying to look more holistically at development.” Brian Schweigl, senior planner for the City of Janesville, added that some of Janesville’s residential zoning districts will also begin to allow for the development of housing options with more units rather than just single-family homes. “So this would hope to establish some of that missing middle housing,” he said. “The intent is to provide a degree of flexibility that the code doesn’t have today so that we can achieve that variety of residential construction.” This flexibility is something that Connors believes has the potential to transform the way residents live. “When you have a variety of housing options within a neighborhood, it allows somebody to start in the neighborhood, say a young couple without kids,” he said. “And they want one kind of housing, and then later, they decide to have a family, and they want to move to a different kind of housing. They don’t have to leave the neighborhood. They’ve got an option to purchase something within the neighborhood that works for them. And then later, when the kids are gone, and they don’t want to have to bother taking care of the house, they’ve got something else they can go to within the same neighborhood where their friends are. So that’s the idea of having multiple housing options within a neighborhood is that it provides for the people to stay in that neighborhood as their housing needs change. It helps with social connection.” THE COST OF A MODERN LIFE As everything from the cost of construction to the sticker shock of finished homes continues to rise, one of the key components of the new zoning code is its attempt to offset some of these costs. “The expectation with this code is to try and respond to those needs and demands,” Cherek said. Prioritizing the development of more affordable housing options, such as apartment complexes and townhomes, can both provide options beyond pricey single-family homes and increase the amount of units available, Cherek said. And incorporating more mixed use into a neighborhood can improve its walkability and reduce the need for costly forms of transportation, he added. Still, with rising expenses associated with acquiring land and construction work, there are plenty of other factors that drive up costs. “The cost of construction per square foot has never been higher,” Cherek said. “And as a result, every square foot matters because it translates into the overall cost.” To ensure that every square foot is as cost effective as it can be, the new code will reduce the minimum setbacks on everything from lot sizes to lot widths and dimensional standards in singlefamily and low-density residential neighborhoods. “This Cottage court housing, higher-density housing built around a shared common space, is a newer housing format that would be more easily built in Janesville under the updated zoning and subdivision code regulations. www.forwardjanesville.com | 9 “So that’s the idea of having multiple housing options within a neighborhood is that it provides for the people to stay in that neighborhood as their housing needs change. It helps with social connection.”
reduction in standards is really intended to expand opportunities by way of allowing for different housing types to be constructed on a wider range of lots,” Cherek said. Another potential cost-saving measure for the code update involves increasing flexibility around the processes builders need to navigate to get a project off the ground. Schweigl said the new code includes more streamlined processes like by-right development, which dictates predetermined standards for projects and keeps them moving forward. As with most things, however, none of these potential solutions are easy fixes. For Genin, the appeal of a more flexible code comes from its transparency. “It provides a better understanding and allows the end user the ability to read the code a lot better,” he said. “So you actually have an understanding of what you’re getting into before you go into that development process.” And while he sees this change as a way to hopefully help reduce potential liabilities and risks on the front end of a project, Genin remains cautious about potential cost reductions. Implementation will matter, he said. Processes that still require upfront costs for developers may not help reduce overall costs. The new zoning code is also still only one piece of a financial puzzle that also sees the cost of things like construction materials and labor increasing. “It’s honestly hard for any authority, chamber, association or builder directly to solve it alone,” Van Kirk said. “There’s so many factors contributing to it that it’s a very layered problem.” IT TAKES A VILLAGE Layered problems require layered solutions. For Van Kirk, this means pulling in as many perspectives as possible. “Everything we touch in society touches something else, it’s the ripple effect,” she said. “We do need to know what the small business community thinks. We need to know what our big business community thinks, as well as our commercial developers. We need to know what nonprofits think. We really do need to know all of this so we can pay attention to what the demand specifically is.” South Central Wisconsin Builders Organization (SCWBA), is one outlet for local builders to get their voices heard, Van Kirk said. And for the zoning code rewrite in particular, she said that SCWBA has created contractor-driven focus groups to help hone in on the changes that would be most beneficial in the new code for local builders. Forward Janesville has been proud to collaborate with SCWBA in these efforts to ensure that the ideas, concerns and lived experiences of local builders are brought to the attention of the city as it formulates the new code. Cost continues to be one of the predominate concerns for builders, Van Kirk said. And although many builders try to offset costs by adjusting their business models, it’s often not enough. Because of this, SCWBA, and many builders independently, were among those prompting the city to add more flexibility to the updated code. “It needs to be flexible enough so that as needs change, demands change, taste and quality and types of housing opportunities and interests change, our builders can build what the consumer needs and wants, not just what the zoning says it can,” Van Kirk said. Forward Janesville has also provided an opportunity for builders to voice their opinions on the code update through the formation of its GRC Zoning Work Group. The work group, chaired by Genin, has worked closely with the city as it drafts its new zoning code. “We’ve been reviewing the code as it’s gone through the process,” Genin said. “We’ve asked the city questions, and we’ve provided our feedback on the code. We have also given them our thoughts and things that we would recommend changing. The city has been taking those into consideration. The work group’s feedback to the city has included recommendations on everything from where to allow mixed use to what size setbacks would be most beneficial in different residential areas. For Genin, digging into the specifics of the code rewrite has become an important aspect of this committee. While more general input from the public is clearly beneficial, Genin said the committee’s role is deeper than that. “Our engagement has really been to take a little bit more of a technical approach and provide some feedback on what’s actually been read,” Genin said. Although the new zoning code is not yet finalized, Janesville could get a taste of some of its proposed features through a 55-acre parcel of land at 2400 Beloit Ave. “As we've been working through this code update, we have been thinking about that property and a number of others and trying to think through and ensure that the new code can deliver upon the vision that's been established in concept for that site,” he said. Sage’s company is one of the developers that has taken an interest in the project, and Sage said he hopes to see more green space incorporated into the design. “I’m hoping they can put a swing set up,” he said. “A play area for kids.” BRINGING BACK THE AMERICAN DREAM The city isn’t the only entity tackling the difficult housing market. Both ECHO and SCWBA have found ways to bring more affordability and access to the market. Jessica Locher, executive director of ECHO, Inc., has seen a huge shift in housing in her nearly 22 years on the job. “I’ve seen one-bedroom apartments that were available in the $400 to $500 range, and now we’re seeing them in the low thousands,” she said. “And that’s just 10 | FORWARD JANESVILLE The Jeffris Flats were purchased by ECHO from the YWCA in 2025 with support from the City of Janesville. ECHO’s acquisition of the flats enabled these historic homes to stay affordable for Janesville residents.
OUR MEMBERS. WORKING TOGETHER. BUILDING STRONGER COMMUNITIES. HOME BUILDING & REAL ESTATE Realtors Housing & Real Estate Apartments Manufactured Homes RESIDENTIAL SERVICES Roofing Plumbing/HVAC Electricians Flooring Interior Design FINANCING & SUPPORT Real Estate Title Services Banks Insurance Services Utilities IT TAKES A COMMUNITY to build a home From financing and utilities to construction, design, insurance and real estate, housing growth depends on businesses across our region working together. Forward Janesville is proud to support the members helping shape the future of housing in our community – and helping residents find a place to call home. LOOKING FOR LOCAL EXPERTISE? Our Membership Directory can be searched by business category, like those listed above, to help you find trusted local experts for all your housing needs. Scan the QR code to view our Directory.
the one-bedroom apartments. All of the unit sizes have increased substantially.” And for the clients ECHO serves, this is often an insurmountable hurdle. In 2019, ECHO’s Supportive Housing Program began providing unhoused families and individuals with affordable rental homes through a partnership with the City of Janesville. Locher said the program participants work on short-term and long-term goals for their future and take part in weekly case management sessions. Graduates go on to receive a housing choice voucher through the City of Janesville as they secure more permanent housing. The program has been steadily growing and now has 19 units, including the recently acquired Jeffris Flats in downtown Janesville. “We are always looking to continue increasing the program because there’s not a lot of affordable housing with that type of supportive case management services,” Locher said. “Which is needed to help families remove those barriers to self-sufficiency and help them become self-sustaining and amazing community members.” And more expansion may be right around the corner for ECHO since the new zoning code will allow for the development of tiny homes in certain areas. Locher sees this as an opportunity to expand housing opportunities for unhoused individuals since tiny homes could offer more units as well as more on-site resources for tenants. She also sees the new code’s lot size reductions as a way to increase density while also reducing costs as ECHO continues to support housing needs in Janesville. “So we have big dreams,” Locher said. “We’re super excited for that opportunity.” SCWBA’s Student Build Program addresses another issue plaguing the housing market – a labor shortage. “Without labor and talent in the home building industry, we're never going to be able to meet that demand and the shortages,” Van Kirk said. “They're the key to the future of our local housing market.” With this in mind, the program partners with the Janesville School District to enroll high school students in the school’s advanced construction class. The class rarely takes place inside of a classroom, though. “Our build is their classroom,” Van Kirk said. By working on an actual build site, students quickly learn the ins and outs of the industry, Van Kirk said. They learn to do everything from reading the plans to finalizing the project. They also meet everyone from the general contractor to the realtor, many of whom are SCWBA members. And when the time comes to find employment, many of the students find their first job through this build. “They’ve just interviewed all year,” Van Kirk said. “And if they’re willing, our members will hire them.” And even though the housing market comes with no shortage of challenges these days, Van Kirk sees SCWBA’s work as a meaningful way to overcome them. “The American dream is getting harder and harder to reach,” she said. “And we want everyone to be able to achieve it.” 12 | FORWARD JANESVILLE Students learning real-world construction skills alongside industry mentors as part of SCWBA’s Student Build Program. Getting hands-on experience in skills like measuring, framing, and drywalling means that students are prepared to work on professional job sites. “Without labor and talent in the home building industry, we're never going to be able to meet that demand and the shortages.” “I’ve seen one-bedroom apartments that were available in the $400 to $500 range, and now we’re seeing them in the low thousands.”
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Forward Janesville celebrated the individuals, businesses and organizations making a lasting impact on our community during the 2026 Annual Awards Luncheon, presented by lead sponsor Baker Tilly, on April 22 at the Holiday Inn & Janesville Conference Center. The annual event brought together nearly 500 business and community leaders to recognize excellence in leadership, innovation, education, advocacy and community service across Janesville and Rock County. THIS YEAR’S HONOREES INCLUDED: • Tanner Voss, BMO Bank (Advocacy Award, sponsored by JNB Signs) • Andy Jones, MercyCare Health Plans (Ambassador of the Year, sponsored by Boomerang Home Rentals) • Avondale Roofing (Business of the Year, under 50 employees, sponsored by Nowlan Law) • United Alloy (Business of the Year, 50+ employees, sponsored by Johnson Financial Group) • Rick Mueller, Jax Custom Printing (Community Improvement Award, sponsored by PremierBank) • Project 16:49 (Diversity Award, sponsored by Minuteman Press) • John Zimmerman and Fritz Elsen, Janesville Business Academy (Educators of the Year, sponsored by Blackhawk Technical College) • Kate Kuhl, HealthNet of Rock County (Emerging Leader Award, sponsored by BMO Bank) • Amanda Stefl, Timber Hill Winery (Entrepreneur of the Year, sponsored by First National Bank and Trust); and • Quint and Rishy Studer (Lifetime Achievement Award, sponsored by JP Cullen) Thank you to our Silver Sponsors: KleenMark, Massas Investments, Mercyhealth, and The Janesville Gazette. And thanks to our partners and everyone who attended for making the Awards Lunch an impactful, memorable day. Community Champions Take Center Stage 14 | FORWARD JANESVILLE
www.forwardjanesville.com | 15 Together with local businesses, community organizations and schools, we’re shaping the workforce of Rock and Green counties — transforming lives and industries every day. JOIN US IN BUILDING A STRONGER COMMUNITY. Learn more at: blackhawk.edu/workforce Blackhawk Technical College does not discriminate on the basis of race, color, national origin, sex, gender identity, disability, or age in its programs and activities. The following person has been designated to manage inquiries regarding the nondiscrimination policies: Title IX Coordinator/Equal Opportunity Officer, 6004 S County Road G, P.O. Box 5009, Janesville, WI 53547-5009, (608) 757-7796 or (608) 757-7773, WI Relay: 711 PARTNERSHIPS POWER PROGRESS
16 | FORWARD JANESVILLE When I talk to community leaders about what makes a place worth staying in, I almost always start with housing. People want to be near their work, near their family, near the life they are building. A vibrant community gives them more than one way to do that. Communities thrive when housing comes in many shapes. A starter home for the young teacher in her first classroom. An apartment above Main Street for the nurse on swing shifts. A modest condo for the empty nester who wants to walk to coffee. A single-family lot for the family that just had a third kid. When a city offers all of those, people can move up or down the ladder without leaving town. That is how a community keeps its talent. Housing is workforce strategy. In Pensacola, our first downtown apartment building delivered a 7.6 percent return on investment. National investors wanted bigger numbers. Local investors stepped in because they understood that the real return is a better community. Within five years, the Community Redevelopment Agency reported a 34 percent increase in assessed property value. Our Southtowne neighborhood now has 258 units and roughly 450 residents. Fourteen more downtown projects are in progress. Each one adds tax base to infrastructure that already exists. That is how solvent communities grow. Janesville is at a similar moment. The work happening inside the Housing Summit, Vision Forward Fund, the zoning code update, and the custom and tract builders highlighted in this issue are all part of the same equation. Each one is a front door. A vibrant city needs many. Make it easier to build the next home. The largest barrier to housing in most communities is the time between an investor saying yes and a permit getting issued. I recently read Shane Phillips’ book The Affordable City: Strategies for Putting Housing Within Reach (and Keeping It There) and recommended it to local investors here in Janesville. Phillips makes a simple argument. When cities streamline permitting and zoning, more housing gets built, prices stabilize, and workers can afford to live close to work. When the process is slow and unpredictable, good projects collapse before the first shovel hits the ground. Faster, clearer decisions are how a community signals that it is open for the future. This is one reason CivicCon, the civic education series I helped start in Pensacola in 2017, has hosted so many speakers on housing. Victor Dover walked our community through the math on housing and transportation costs in walkable neighborhoods. Joe Minicozzi showed how downtown mixed-use generates far more property tax per acre than spread-out development. Chuck Marohn of Strong Towns pushed us to think about the long-term fiscal health of every project we approve. None of this is theory. It is how cities decide whether they are solvent twenty years from now. Start with local investors and small wins. People often ask where to begin. The answer is the same in Pensacola, in Janesville, and in every smaller town we have worked with. Start with local investors who care more about the place than the spreadsheet. Pick a few projects that show what is possible. Celebrate the early movers: the bakery on the corner, the apartments above retail, the family that fills in the missing tooth on the block. Small wins build the confidence that makes the next round of investment possible. The investors, builders, leasing agents, and realtors highlighted in this report are doing exactly that work. The leaders who carry it forward will be the ones who help good housing projects move quickly. A vibrant Janesville will be built one house, one apartment, one block at a time. About Quint Studer: Quint Studer is an entrepreneur, philanthropist, and leadership expert dedicated to helping organizations and communities thrive. He founded the Studer Group, which improved education and healthcare outcomes and earned the Malcolm Baldrige Award before its acquisition in 2015. His focus has long been community revitalization through the Studer Community Institute, which advances early brain development and leadership training, and the Center for Civic Engagement, which brings speakers to Pensacola on a wide range of topics aimed at educating citizens and raising civic IQ. His efforts helped revitalize Pensacola, Florida, driving significant growth and earning national recognition. He has authored 16 books, including The Busy Leader’s Handbook, a Wall Street Journal bestseller, and Building a Vibrant Community, a blueprint for creating great places to live, work, and play. A passionate teacher and mentor, he continues to inspire leaders and communities nationwide. Faster Housing Decisions Build a More Vibrant Janesville By Quint Studer ADVERTORIAL When a city offers a mix of housing, people can move up or down the ladder without leaving town. That is how a community keeps its talent. ‘
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Held Feb. 5 at the Woodman’s Sports & Convention Center, the event welcomed more than 800 attendees and featured 90-plus local businesses showcasing products, services and opportunities from across the region. The Expo highlighted the strength, diversity and collaborative spirit of the local business community while creating opportunities for networking, learning and discovery. In addition to the expanded exhibit hall, attendees participated in nine educational breakout sessions covering topics such as artificial intelligence, marketing, leadership, succession planning, and nonprofit strategy. The success of the event would not have been possible without the support of our sponsors. Thank you to Presenting Sponsor Foremost Media; Admission Sponsor UW-Whitewater at Rock County; Media Sponsor Townsquare Media; Advertising Sponsors The Janesville Gazette and Lamar Advertising; Swag Bag Sponsor PremierBank; Booth Guide Sponsor MercyCare Health Plans; Hospitality Sponsor Zilber Property Group; and Marketing Sponsor Robert Jarzen LLC. The Rock Regional Business Expo continues to grow as one of the region’s premier opportunities to connect businesses with the broader community while showcasing all that makes Janesville’s business environment strong. Forward Janesville’s 2026 Rock Regional Business Expo brought together businesses, professionals and community members for the largest Expo in the event’s history. The Biggest Rock Regional Business Expo Yet!
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www.forwardjanesville.com | 20 Fusion energy is going to be transformative, but making it affordable enough to actually change the world is going to take a lot of practice and investment. Instead of trying to leap straight to fusion power, we asked a different question: Where can fusion create real value right now? We can use fusion to inspect critical parts for the defense and aerospace industries. We can use it to produce medical isotopes that the world desperately needs. We can even use it to recycle nuclear waste and turn it into fuel for energy. Other technology companies have done this kind of thing before — computer chips, electric vehicles, and now even rocket ships. Companies start with a product they can sell now and use that to get better at building the next technology. As they get better, costs come down. As costs come down, they can take on bigger challenges. Balancing family life and work is a constant work in progress! Moments with family keep me grounded. I recently watched the Artemis II launch with our daughter. I was so glad to share that with her. When there’s time in the summer, I feel at peace on the lake with my family. There’s not a lot of time for hobbies right now, but that’s OK. The work matters, and we’re at an incredibly exciting point in the company’s journey. HOW DID I GET HERE? success • challenges • life lessons • education • career • family • inspirations In middle school, I was the kid skipping recess to read about particle accelerators in the library. I was fascinated by the idea that you could take physics and actually build machines that would change things for people. I grew up during a time when energy shortages were becoming a concern. Even to a kid, it seemed obvious that energy was a constraint on what humanity could do. When I started reading about nuclear fusion — about how the fuel supply is essentially unlimited, how it powers every star in the universe — I thought, well, that’s the thing that changes everything. I wanted to be a part of making that happen. A big early business lesson I learned is that you cannot outsource execution. We found that the traditional vendors in the nuclear space were comfortable with things taking a long time and costing a lot more than they should, which was unacceptable to us. So we built our own manufacturing capability. For anything that requires innovation, we make it ourselves. For standard parts, we found that working with modern commercial vendors and then qualifying their work for nuclear service ourselves was actually faster, cheaper, and often higher quality than relying on the old methods. That lesson — that you have to own the hard parts yourself if you want them done right — has shaped everything about how we operate today. • GREG PIEFER FOUNDER AND CEO, SHINE TECHNOLOGIES { WORK EXPERIENCE } 2005 – PRESENT Founder and CEO, SHINE Technologies 2005-2010 President, Phoenix Nuclear Labs, LLC 2004-2006 Chief Technology Officer, Gillware Data Recovery { EDUCATION} 2006 Doctor of Philosophy (PhD), Nuclear Engineering, University of Wisconsin-Madison 1999 Bachelor’s degree, Electrical and Computer Engineering, University of Wisconsin-Madison The U.S. Department of Energy’s recent $263 million commitment to SHINE is a big deal! The DOE has been a long-term partner of ours. This conditional commitment will fund the completion of our Chrysalis facility and help us scale up isotope production to meet the growing global demand for these medicines. For Janesville specifically, it means Chrysalis gets finished and becomes fully operational. That means more jobs, more economic activity, and a facility that’s going to be producing medicine for decades. Over its lifetime, Chrysalis has the capacity to produce a billion doses of medicine. It’s also a signal to the rest of the country that what we’re doing is a national priority. This investment will generate returns right here in southern Wisconsin. The infrastructure isn’t leaving. The talent isn’t leaving. And I believe the success of this company is going to help catalyze an even broader manufacturing and startup ecosystem in this region. • • UW-Madison changed the trajectory of my life. I took a class called Resources from Space that was taught by Gerry Kulcinski, who ran the Fusion Technology Institute at UW, and Harrison “Jack” Schmitt, an Apollo 17 astronaut, the only scientist to ever walk on the moon. They had this idea that you could go into space, bring resources back to Earth, and create tremendous value. The section of that class that really interested me was about nuclear fusion. Gerry invited me to work for him as a grad student. The Fusion Technology Institute’s whole mission was different from most fusion programs. Their assumption was, if the physics are figured out, how do you actually engineer a working machine? That engineering-first mindset is really what shaped SHINE’s entire approach.
CivicCon Sparks Community Conversation CivicCon—short for civic conversation—is a new community-focused speaker series created by Forward Janesville to bring residents, businesses and civic leaders together around the ideas shaping Janesville’s future. The series was launched to foster informed dialogue, civic engagement, and shared understanding around complex issues impacting community growth and quality of life. While many Forward Janesville events are member-focused, CivicCon was intentionally designed as a free, public forum where community members can learn from national experts, ask questions and engage in meaningful conversations about challenges facing Janesville and communities across the country. The inaugural CivicCon event, Making Cities: Design Matters, was held in January and featured nationally recognized urban designers Victor Dover and Joe Kohl. Nearly 300 attendees gathered at the Janesville Performing Arts Center to explore how thoughtful design, planning and collaboration influence thriving communities. Dover and Kohl shared examples from cities across the nation and discussed how walkability, housing diversity, mixed-use development, and community vision all contribute to long-term economic vitality and quality of life. Building on that momentum, Forward Janesville hosted its second CivicCon event in May: The Affordable City, featuring housing policy expert and author Shane Phillips. The event focused on one of Janesville’s most pressing challenges: housing affordability and supply. Phillips outlined an “all-of-the-above” approach centered on supply, stability and subsidy, emphasizing the importance of increasing housing options while protecting residents and supporting those facing affordability challenges. Together, the first two CivicCon events have sparked important conversations around growth, housing, development and the future of Janesville. As the series continues, CivicCon aims to remain a space where community members can come together to learn, engage, and help shape a stronger, more vibrant future for the region. Forward Janesville is grateful to the sponsors who have helped make CivicCon possible: Quint & Rishy Studer, Ryan, Inc., Tobin & Oakleigh Ryan, The Janesville Gazette, SSM Health St. Mary's Hospital - Janesville, JP Cullen and Massas Investments. To learn more about CivicCon, view event recordings, and stay informed about future events, visit www.forwardjanesville.com/civiccon. www.forwardjanesville.com | 21
22 | FORWARD JANESVILLE Building A Place To Call Home ANNA ROUSSEAU Community Outreach Manager, Habitat for Humanity Waukesha-Jefferson-Rock Forward Janesville Ambassador Describe your role with Habitat for Humanity Waukesha – Jefferson - Rock , and what are some of the ways Habitat supports the growth of its local community? My job is to tell the story of why affordable homeownership matters not only to future homeowners, but their entire community. I strive to build connections with local businesses, nonprofit organizations, potential families, and future champions of Habitat WJR. As to how Habitat supports growth in our communities, it goes far beyond just building homes. Affordable housing is tied into nearly every community aspect. Health, education, workforce development, economic growth – it all connects back to whether or not someone has a safe and affordable place to live. We aren't just home builders. We're striving to create generational stability. What motivated you to get involved as a volunteer Forward Janesville Ambassador? The Ambassadors play a huge role in checking the pulse of the community. We're often the first to welcome new businesses, celebrate growth, or even find prospective businesses for membership. What I've gotten the most out of it would definitely be the connections and relationships I've built. It's one thing to work in a community, especially when you're not from there. It's an entirely different experience to feel like you belong there. Getting involved in Forward Janesville felt like a natural extension of the work I already care deeply about. When you’re not working or volunteering, where would we find you? When I'm not working on homework for my bachelor's in public administration and political science, you can usually find me off on an adventure with my son. I try to travel as much as I can, even if it's just exploring a new city or trail, and he's always right there with me! KEVIN BUSH Founder, Boomerang Home Rentals Forward Janesville Champions Club Member Describe Boomerang Home Rentals and how its mission factors into housing and workforce development. Boomerang Home Rentals started with a simple idea— create quality, well-managed housing that people actually enjoy living in. What began as a small investment quickly grew as we focused on improving properties and delivering a better rental experience. Over time, that approach has allowed us to scale while staying hands-on and communityfocused. At its core, our mission is to provide clean, reliable housing that supports working individuals and families. Quality housing plays a big role in workforce stability, and we take that seriously by maintaining our properties and being responsive landlords. When people have a good place to live, it directly impacts their ability to show up and succeed at work. Why have you found it important to be a member of Forward Janesville and to be a sponsor of our signature events? I’ve been a member of Forward Janesville since 2017, and it’s been a great way to stay connected to what’s happening Housing is about more than roofs and walls — it shapes workforce growth, neighborhood vitality, and the future of our community. In this issue, we spotlight three Forward Janesville members and volunteers whose work connects directly to the local housing landscape, from affordable homeownership and quality rental housing to strengthening the businesses and services that support homeowners. Through their professional roles and community involvement, Anna Rousseau, Kevin Bush, and Cassie Verdin each offer a unique perspective on what it takes to build a stronger, more connected Janesville.
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