The Way it Was: Exchange Building, c. 1960
![The Way it Was: Exchange Building, c. 1960](https://bloximages.chicago2.vip.townnews.com/lacrossetribune.com/content/tncms/assets/v3/editorial/d/4f/d4f68e5f-0c84-5e15-9195-46fee517d38a/6247419f43e9f.image.jpg?resize=300%2C238)
La Crosse real estate developer and visionary Frank Hoeschler spent the 1920s to 1950s developing most of the Art Moderne buildings on the 2-block stretch of Fifth Avenue just south of Main Street. Hoeschler brought in retail giants Montgomery Ward,…