Verona Road Business Coalition

The Verona Road Business Coalition (VRBC) is a volunteer group of Verona Road businesses and citizens concerned about one of the largest and longest urban road construction in the state of Wisconsin. Our mission is to minimize disruption to businesses over the projected five-year construction period; keep businesses, customers and the general public informed of alternate routes; provide help and support for people and businesses affected by the ongoing Verona Road construction issues; advocate with governmental entities for the businesses affected by the construction; and to develop and execute joint marketing campaigns to promote the businesses in the corridor.


Summer means outdoor activities, traveling, outdoor dining, fun on the lakes or at the swimming pool and Road Construction Season! And while we celebrate graduates, the arrival of summer and vacations, road work must continue. 


We kick off June with the launch of the Verona Road Business Coalition website and take a look at what we've got  planned for you! From our upcoming 'Signage Ordinance Seminars'  to the important advocacy and outreach initiatives we have engaged in with Wisconsin's Joint Finance Committee and Governor Walker, urging them support funding the US Highway 151/Verona Road reconstruction project with NO delays...we have a busy season ahead of us. 

Thank you for the work that you do to make the Verona Road Corridor a great place to live, work & play!

VRBC - Building Our Future!


Cindy K. Jaggi
Project Manager, Verona Road Business Coalition
VRBC Calendar of Events:

June 17, 2015 - 'SIGNAGE DO'S & DON'TS DURING ROAD CONSTRUCTION' -  with Susan Badtke, Fitchburg Community Planner.  
5:30 - 7:00 pm,  Fire Station #2
5415 King James Way (Kapec Road), Fitchburg, WI 

June 18, 2015 - 'SIGNAGE DO'S & DON'TS DURING ROAD CONSTRUCTION' -  with Susan Badtke, Fitchburg Community Planner.  
8:00 - 9:00 am, City of Fitchburg

Community Center Conference Rm.


June 25, 2015 - VRBC Executive Committee Meeting
8:30 - 9:30 am, City of Fitchburg Conf. Rm.

July 14, 2015 - VRBC Marketing Committee Meeting
8:30 - 9:30 am, Rippe Keane Marketing, 5950 Seminole Centre Ct, Fitchburg, WI 

September 17, 2015 - VRBC Customer Appreciation Event
4:00 - 8:00 pm, Fitchburg HyVee Parking Lot
 Visit the newly - launched VRBC    Website at

The robust VRBC Website is now launched and is full of helpful information for commuters and businesses along the Verona Road Corridor. Visit the VRBC website for:
  • Construction Updates, Traffic Cams & Alternate Routes
  • Drive Through Simulations of the Verona Road Corridor - north and southbound post construction
  • Business Toolkit - Connecting you with the Resources you need to succeed
  • Special Offers and Promotions within the Corridor
  • Media Updates 
  • Ways to Become a Sponsor and Get Involved with the VRBC

Verona Road Signage  

Strategies Seminars


Join Susan Badtke, Community planner for the City of Fitchburg, as she discusses:

  • What makes Verona Road unique?
  • Short-Term Signage Strategies (pre-construction)
  • Mid-Term Signage Strategies (during construction)
  • Long-Term Signage Strategies (post-construction)
  • Funding
  • Anton Drive Planning Study


5:30 - 7:00 pm,  Fire Station #2
5415 King James Way (Kapec Road), Fitchburg, WI 

8:00 - 9:00 am, City of Fitchburg

Community Center Conference Rm.


All Are Welcome!  Please plan to join us for this important Business Seminar.

New Business Coming to the Dry Bean Saloon in September!

MadPower Training, Fitness Studio will be coming to the Verona Road Corridor in September. Amy Sanborn, Owner of  MadPower Training, turns up the heat and takes the "warm up" concept to another level. With the thermostat cranked up to 100 degrees, a room full of nearly 40 people follow owner Amy Sanborn's high-intensity interval training program.

MadPower Training's classes are popular with high school athletes, Sanborn said, especially those who need to be ready compete in hot temperatures. 

But the high-heat, high-intensity workout isn't just for athletes looking for an edge. Sanborn said the workouts are a great way for people to lose weight quickly and to feel like part of a fitness family. 

"We can really tailor the workout," Sanborn said. "Anybody can have their own experience." Read more at

Visit MadPower Training's website at:


Update from WisDOT - 

Steve Theisen, Communications Manager:

  • Stage 2 work will be 'put out for bid' in June 2016 with a LET date in July 2016.
  • The appraisal process for Stage 2 is currently planned to be complete by late July/early August 2015
  • Traffic changes are scheduled late next week (June 12-13) on the eastbound Beltline ramp lanes, between Whitney Way and Verona Road (US 18/151), opening two ramp lanes from Verona Road northbound to the eastbound Beltline. Also, a traffic signal will be installed for this ramp movement. Plan ahead as delays may occur as motorists adjust to this new traffic pattern.

  •  As crews finalize work on Verona Road, between the Beltline and Raymond Road, and the area frontage roads, please be alert and drive with caution in all work zones.

  • Be sure to check out WisDOT's website for updates.

Become a VRBC Sponsor!

Demonstrate your commitment to Fitchburg, Madison and Verona area businesses and the overall community by making a 2015 contribution to the Verona Road Business Coalition (VRBC). Businesses who participate in 2015 at the sponsorship levels set forth below will be identified as 'VRBC Charter Sponsors' on the VRBC Website and other VRBC promotional materials. For more information on becoming a Sponsor, visit VRBC Sponsorship Opportunities.


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