Keep up with what’s happening at the Collaborative.
Discovering Cambridge's Tourism Potential: Key Insights from Our Destination Madison Workshop
Thank you to everyone who joined us for the Collaborative 523 Workshop featuring Destination Madison. Your thoughtful questions and enthusiasm for Cambridge's future as a destination were inspiring.
Katie and Maureen from Destination Madison shared valuable strategies for putting Cambridge on the map as a must-visit spot for travelers exploring our region.
If you couldn't make it or want to revisit the conversation, you can view the presentation slides here Tourism in Cambridge.
Five Ways to Attract More Visitors to Cambridge
The discussion revealed several practical approaches that Cambridge businesses can implement right away:
Create experiences worth the drive. Visitors are looking for more than a single stop—they want a reason to spend the afternoon or even the entire day here. By working together to create packages and itineraries, we can encourage people to explore multiple Cambridge businesses. Think about what a "perfect day in Cambridge" might look like when your business collaborates with others.
Tell a unified story. Cambridge has a story worth telling, but we need to tell it consistently. Whether you're posting on social media or creating marketing materials, using consistent hashtags and messaging helps visitors recognize and remember our community. Let's align on our branding approach so Cambridge's identity comes through clearly.
Prepare for the bus tour boom. Here's an exciting opportunity: Madison will host the American Bus Tour Association Conference in 2027, and bus tours continue to draw significant visitor numbers. Cambridge is perfectly positioned to welcome group tours, but preparation starts now. Consider how your business might accommodate larger groups and what experiences would appeal to tour operators.
Showcase your unique experiences. Events and hands-on experiences are powerful draws. Make sure your events are listed on visitmadison.com, and don't be shy about highlighting what makes your business special. Even if you offer classes or private bookings that aren't regularly scheduled, feature them on your website. Planting that seed lets both locals and visitors know you offer something memorable.
Explore partnership benefits. Destination Madison offers partnership opportunities starting at no cost, with enhanced options at $400 or $800 annually. Partners receive a listing on visitmadison.com, access to workshops and programs, and increased visibility to travelers planning trips to the Madison area.
Additional Insights
The Collaborative 523 team gathered a few additional insights from the presentation that can help shape your marketing approach:
Know your visitors and their spending power. Large numbers of visitors are coming to our area from Milwaukee, Chicago, Green Bay, and Minneapolis. However, those traveling from Chicago and Minneapolis tend to spend more during their visits. Consider this when building your targeted marketing strategies and deciding where to focus your promotional efforts.
Plan ahead—way ahead. Trip and vacation planning typically occurs 58 days out. Get ahead of the calendar and make sure people know what you'll have going on two months from now. If you're planning a special event or experience for February, start promoting it in December.
Focus on what travelers value most. Visitors to our area are seeking culinary experiences, outdoor recreation, unique experiences, things to do with kids, and fun shopping opportunities. These are the experiences that draw people to explore beyond Madison and discover communities like Cambridge.
Meet people where they are online. Facebook remains the number one tool people use to find out what's happening in an area, while Google is still king for destination research. Make sure your business has a strong presence on both platforms.
Make your website work harder for you. AI-powered search tools favor websites with FAQ sections. Increase your search relevance by asking and answering common questions visitors might have about your business, your offerings, and your hours.
Show, don't just tell. People prefer to be shown what there is to do rather than simply told what they can do. Photos are essential for storytelling about your brand and the experiences you offer. Invest in quality images that capture the atmosphere and experiences visitors can expect.
What's Next?
The conversation we started doesn't end here. Collaborative 523 is committed to supporting Cambridge businesses as we work together to welcome more visitors to our community. We encourage you to review the partner benefits sheet and consider how partnering with Destination Madison aligns with your business goals.
If you'd like to discuss next steps or have questions about becoming a Destination Madison partner, Katie has made herself available for one-on-one conversations. You can schedule time to meet with her here - Meet with Katie.
Thank you again to Destination Madison for sharing their expertise and to Keystone Grill for hosting us. Most importantly, thank you to our Cambridge business community for your continued commitment to collaboration. When we work together, we all benefit—and so does our entire community.
Special thanks to our Grow Cambridge Workshop sponsors, Enbridge and WEDC, for making this valuable learning opportunity possible.
Have questions about this workshop or future Collaborative 523 events? Reach out to us at collaborative523@gmail.com.
Collaborative 523 Inc Launches Business Education Grant for Cambridge-Area Businesses
New Program Provides Up to $2,000 to Help Established Businesses Access Training and Mentoring
CAMBRIDGE, WI – November 5, 2025 – Collaborative 523 Inc announces the launch of the Grow Cambridge Business Education Grant. This is a matching grant program designed to help established Cambridge-area businesses access training and mentoring opportunities that support growth and long-term sustainability.
The program provides up to $2,000 per business annually on a one-to-one matching basis, enabling business owners to invest in customized training that addresses their specific needs. Applicants can pursue additional training in areas such as financial management and technology skills to marketing strategies and leadership development.
"Many established businesses in our community have proven their concept and are ready to grow, but the cost of specialized training can be a barrier," said Cathy Yerges, Executive Director of Collaborative 523 Inc. "This grant removes that barrier and empowers local business owners to access the expertise they need to take their businesses to the next level."
The grant is open to businesses that have been operating for at least one year and are located in, or have an owner residing in, the 53523 zip code. All industries and business types are eligible, including solopreneurs and companies with employees. Each business may receive one grant per calendar year and may reapply in subsequent years.
"When Cambridge businesses grow, our entire community benefits through job creation, increased economic vitality, and a stronger local economy," said Yerges. "This program is an investment in the entrepreneurs who make Cambridge thrive."
Community-Funded Program
The Grow Cambridge Business Education Grant is supported through a partnership with the Wisconsin Economic Development Corporation (WEDC). WEDC provides matching funds to local donations raised by Collaborative 523 Inc, demonstrating a shared commitment to strengthening Wisconsin's small business community.
To support the program, Collaborative 523 Inc is partnering with Holiday Art in the Village and the Downtown Cookie Walk, with proceeds benefiting both the Business Education Grant and the Cambridge Food Pantry. These community events reflect the organization's commitment to investing in both business growth and community well-being.
Addressing a Critical Gap
Eligible training includes business operations and financial management, technical skills and software training, marketing and sales development, leadership coaching, industry-specific certifications, and key employee training. Business owners select the training that best addresses their specific needs, ensuring the grant is truly customized to each business's growth goals.
Examples of how grant funds can be used include:
A retailer receiving merchandising coaching to increase sales
A restaurant owner learning cash flow management software
A service business mastering digital marketing strategies
A solopreneur getting one-on-one business coaching
An employer training a key employee in critical operational skills
Simple Application Process
The application process is straightforward, and applications are reviewed within 15 calendar days. Grants are awarded on a first-come, first-qualified basis until funds are exhausted. Upon approval, recipients sign a grant agreement and receive funds directly, then complete their chosen training and submit progress reports documenting their business growth and impact.
"This program fills a critical gap," added Yerges. "Startups often have access to resources and support, but established businesses—those that have been operating for several years and are poised for growth—sometimes lack targeted support. This grant addresses that need."
How to Apply
Applications are now being accepted on a rolling basis. Business owners can learn more and apply at collaborative523.org or contact Collaborative 523 Inc at collaborative523@gmail.com.
Be Part of Our Small Business Saturday Marketing Campaign - November 29th
It all begins with an idea.
Small Business Saturday is Saturday, November 29th, and Collaborative 523 is working to showcase what makes Cambridge shops truly special!
But, we need your help!
What We're Doing
Collaborative 523 is receiving promotional materials and merchandise specifically designed to promote Small Business Saturday. We'll be launching a comprehensive marketing campaign that includes:
Press release going out mid-November to local media outlets
Social media campaign highlighting the uniqueness of Cambridge shops
Feature spotlights on participating businesses
How Your Business Can Participate - FREE!
We want to feature YOUR business in this no-cost-to-you marketing campaign! Here's what we need:
Submit the following to collaborative523@gmail.com by November 7th:
An Instagram-worthy photo of your business, products, or storefront
Details about your business (name, location, what you offer)
What people can find at your place on Small Business Saturday - Any special promotions, products, or experiences you'll be offering on November 29th
Important Deadline
Email your content to collaborative523@gmail.com by November 7th to be included in the campaign.
Why Small Business Saturday Matters
Small Business Saturday is a nationwide initiative that encourages consumers to shop local and support small businesses. It falls between Black Friday and Cyber Monday, providing a perfect opportunity to draw shoppers to Cambridge's unique local retailers, restaurants, and service providers.
This is your chance to:
Attract new customers who are specifically looking to support local businesses
Showcase what makes you unique through our marketing materials
Gain free promotion across multiple marketing channels
Be part of a community-wide celebration of Cambridge businesses
What to Include in Your Photo
Make it eye-catching! Consider:
Your storefront decorated for the holidays
Your best-selling or most unique products
Your team in action
A cozy, inviting shot of your space
Something that captures the essence of your business
Questions?
Contact Collaborative 523 at collaborative523@gmail.com. Let's make this Small Business Saturday the best one yet for Cambridge!
Grow Cambridge Workshop: WEDC Connect Community Benefits
Last week, Cambridge businesses had the privilege of hosting Errin Welty and Dana Nielsen from the Wisconsin Economic Development Corporation (WEDC) for a comprehensive tour of our downtown area. The visit included stops at numerous local businesses, conversations with owners, and concluded with a presentation highlighting the extensive benefits and resources available to Cambridge area businesses as a WEDC Connect Community.
A special thank you to Galleria 214 for donating use of their space for our gathering. This workshop series is sponsored by grants received from WEDC and Enbridge.
We're excited to share the resources Errin provided in her follow-up communication. These programs and services are designed to help our local businesses grow and thrive.
Restaurant Consultant Services - FREE for Wisconsin Restaurants
Restaurant owners, this one's for you! WEDC offers free consulting services to help grow your business. Whether you're looking to improve operations, increase profitability, or expand your offerings, expert guidance is available at no cost.
To get started: Fill out the consultation request form
Exciting opportunity: If we have enough interested restaurants in Cambridge, we may be able to arrange for the consultant to conduct an in-person group session right here in our community! This would be a fantastic opportunity to network with fellow restaurant owners while gaining valuable insights.
WHEDA Upper Floor Funds - For Property Owners
Property owners, it's time to start planning ahead! The Wisconsin Housing and Economic Development Authority (WHEDA) offers the Restore Main Street program, which provides financing for upper floor renovations in commercial buildings.
Important timing note: New legislation will be applicable starting in the spring cycle, so now is the perfect time to begin planning your projects.
Current program information: Learn More
Upcoming legislative changes: Learn More
These funds can be instrumental in revitalizing upper floors of Main Street buildings, creating housing, office space, or other beneficial uses for our community.
Free Business Training Programs
All Wisconsin small businesses have access to two exceptional training programs at absolutely no cost. These programs are offered through the Wisconsin School of Business and provide invaluable education and resources.
Wisconsin School of Business Main Street Business Program - Learn More
Small Business Credit Initiative (SSBCI) - Learn More
These programs cover topics essential to business growth and success. Take advantage of this free education to strengthen your business skills and knowledge.
Kiva Loans - Micro-Lending Opportunities
Need access to capital? Kiva offers micro-lending opportunities that can help your business grow. These loans are designed to be accessible and supportive of small business development.
Explore Kiva loans: Learn More
We encourage all Cambridge business owners to explore these resources and take advantage of the support available through our WEDC Connect Community designation.
Holiday Art in the Village | November 29th - December 12th
Your invitation to participate in Holiday Art in the Village
A special community event invitation from Bev Semmann and Jacy Eckerman
This holiday season, Cambridge is coming together for a magical celebration that combines art, shopping, and holiday cheer—all while supporting two important local causes: The Cambridge Food Pantry and the Collaborative 523 Business Education Grant Program.
Event Overview
Holiday Art in the Village: Christmas Edition runs from Small Business Saturday (November 29th) through Friday, December 12th, with the bulk of activities taking place the first weekend of December.
What's Happening
Local artists will paint large wooden ornaments featuring the theme "Winter in the Village." These beautiful pieces will be displayed in shop windows throughout downtown Cambridge and will be available for purchase through a silent auction. All proceeds benefit the Cambridge Food Pantry and Collaborative 523 Scholarship Program.
Ornament Theme: Winter in the Village
Artists are encouraged to capture the charm of wintertime in Cambridge:
Cozy streets and small-town warmth
Snow-covered scenes
Ice skating and winter activities
Winter hikes through our beautiful landscapes
Snow-covered trees
Street lanterns glowing in the evening
Piping hot holiday cider or cocoa
The spirit of the season in our village
Event Timeline
November 29th - December 12th: Ornaments on display in business windows throughout the village
First Weekend of December features:
Annual Tree Lighting (Organized by the Cambridge Lion’s Club)
Cookie Walk (Sponsored by Rowe Pottery & Cambridge Market, Friday, December 5th, 4-6pm)
Horse-Drawn Carriages (Arranged by Koshkonong Solar, Saturday, December 6th)
NEW Art Walk (Organized by Art Hub & Rowe Pottery, Saturday, December 6th)
And much more!
December 12th: Final day - businesses take down ornaments and bid sheets, bring them to Cambridge Market for winner notification
How the Silent Auction Works
Ornaments will be displayed in your shop window from November 29th - December 12th
Your business will be provided with silent auction bid forms
Visitors can view ornaments and place bids throughout the display period
On December 12th, you'll take down the ornament and bid sheet and bring them to Cambridge Market
Cambridge Market will notify the winning bidder and process payment
How Your Business Can Participate
Host an Ornament Display a painted/decorated ornament in your shop window, highlight it with holiday lighting and décor, and be featured on the Art Walk Map. This brings additional foot traffic to your business as visitors travel Main Street for ornament viewing, bidding, and holiday shopping.
Decorate an Ornament Do you or someone on your team have artistic talent? Sign up to paint one of the wooden ornaments! This is a wonderful way to showcase your creativity while supporting our community.
Be a Cookie Walk Stop Host guests on Friday, December 5th from 4-6pm. Only 100 tickets will be offered for this special event, making it an intimate and festive experience. Cookie Walk participants will pick up their purchased cookie tin at Rowe Pottery and then visit multiple stops throughout the village, sampling treats and enjoying the holiday atmosphere.
Add Holiday Cheer
Offer a seasonal promotion
Host holiday treats or refreshments
Create an in-store holiday activity
Provide special shopping hours
Feature local products or gift ideas
Spread the Word Share photos of your ornament display and the event on social media using the hashtag #artinthevillagecambridgewi. Help us create buzz and draw visitors to Cambridge!
Why Participate?
Support Local Causes - Proceeds benefit the Cambridge Food Pantry and the Grow Cambridge Business Education Grant Program
Celebrate Our Art Heritage - Cambridge has a rich artistic tradition, and this event honors that legacy
Attract Holiday Shoppers - Draw additional foot traffic during the busy holiday shopping season
Gain Visibility - Be featured on event maps, promotional materials, and marketing coverage
Create Community Magic - Be part of a village-wide celebration that brings people together
Art Walk Maps
Detailed Art Walk Maps will be provided to help visitors navigate the ornament displays throughout the village. Your business will be marked on the map, making it easy for art enthusiasts and holiday shoppers to find you.
Important Deadline
Sign up NOW!
Complete the Holiday Art in the Village Business Participation Form
Note: This is also the signup form if you'd like to be a Cookie Walk stop on December 5th.
Let's Create Magic Together
This is your opportunity to be part of something truly special. This festive, community-wide event celebrates art, supports worthy causes, and draws visitors to Cambridge during the most wonderful time of the year.
Together, we'll create a magical holiday atmosphere that showcases the warmth, creativity, and community spirit that make Cambridge such a special place to do business.
Questions?
Contact Bev Semmann or Jacy Eckerman, or reach out to Collaborative 523 at collaborative523@gmail.com.
This event is supported by the Shop Small initiative and Collaborative 523 Inc.
We hope you'll join us in making this holiday season unforgettable!