Open for Business

Verona Road is ‘Open For Business’ during construction! Avoid the construction by using alternate routes that are updated regularly to travel to your favorite restaurants, shops, grocery stores, and businesses to take advantage of the deals and specials being offered by our local businesses.


Connecting you with the Resources you need to succeed!

The Verona Road Business Coalition is your key resource for the Verona Road construction project that impacts the Madison, Fitchburg and Verona business communities. 

 The Verona Road Business Coalition (VRBC) is a volunteer group of Verona Road businesses and citizens concerned about the largest and longest urban road construction in the state of Wisconsin. Its 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 finally and most importantly, develop and execute joint marketing campaigns to promote the businesses in the corridor.


VRBC 2017 Year in Review

Stage 2 Road Construction - Begins in 2016! 

Click here for details

Verona Road Project presentation to VRBC Feb. 10 2016

Verona Road and Greater Madison Region Resources

University of Wisconsin Small Business Development Center

Wisconsin Women’s Business Initiative Corporation (WWBIC)

Madison Region Economic Partnership

Wisconsin Economic Development Corporation (formerly Department of Commerce)

SCORE – Counselors to America’s Small Business

University of Wisconsin-Madison Business Resource Database

Dane County Economic Development Resource Guide

Madison Economic Development

Fitchburg Chamber of Commerce

Greater Madison Chamber of Commerce

Road Construction Survival Guide


Office of Business Development
Department of Administration


2015 OBD Powerpoint - June


Nancy Mistele Bio

2015 Program Description


VRBC Communications

Small Business Saturday - November 28, 2015

Joint Finance Committee Approves Releasing $350 million in Contingency Bonding for State Highway Projects

Legislative Alert

Show Your Support

Back to School

Make Your Voice Heard

Hello Summer

Stay Connected with the Verona Road Construction Project

Stay Connected with the Verona Road Construction Project

Season's Greetings!


Verona Road Stage 2 Road Construction Update - WisDOT

Verona Road Project presentation to VRBC Feb. 10 2016.pdf 


Roads Are Open - Ribbon Cutting Event

Roads are Open.pdf

Small Business Saturday - Shop Small - Ways To Promote Your Business

Proclamation from Mayor Arnold

Tip Sheet For Your Social Network

Tip Sheet For Your Store Front

Tip Sheet For Your Website



By now you have probably seen all the publicity surrounding the proposed delay to the Verona Road construction project due to the cuts in the State’s Transportation budget.  We are embarking on a ‘Letter writing campaign’ to the Governor to inundate him with letters and concern form the Verona Road Corridor! We are hoping that the Governor will have some influence in getting the Joint Finance Committee to meet and release the $350M in bonding, to eliminate the delay in the Verona Road work.

 Our most immediate need and focusis on getting as many of our large and small businesses along the Verona Road Corridor to write letters to Governor Walker. Attached are sample letters that can be sent by the businesses and their employees and put on their letterhead.

Thank you in advance for your help with our Letter writing campaign to the Governor and your support of the VRBC!


Office of Governor Scott Walker

Office of Governor Scott Walker - employee letter

Verona Road and Greater Madison Region Resources

University of Wisconsin Small Business Development Center

Verona Road Business Resource Toolkit

This downloadable guide offers businesses and community leaders a useful tool and source of ideas to plan for upcoming Verona Road construction. Learn tips and techniques by downloading the guide!

WisDOT Verona Road Project Communication Guide


Verona Road Business Resources Contact List

If you have questions or concerns about the construction project and how it affects your business, please reach out to the contacts in our Business Resources Contact List.

Download the List here (PDF)


Highway Condemnation Premier

The Wisconsin Department of Transportation (DOT) must use the following procedure when condemning private property for transportation purposes:

Read the Highway Condemnation Primer (PDF)


City of Fitchburg Economic Development Department

Learn about some of Fitchburg’s current economic development initiatives. If you would like more information about expanding your business in Fitchburg you can contact our City’s Economic Development Director, Michael Zimmerman or Joyce Frey. They want to work with you! - See more at:


Fitchburg's Sign Ordinance

During the the road construction project, business owners may find themselves wanting to display signage to direct traffic to their location.  Read this first before doing so.

Learn more about Fitchburg's Sign Ordinance

Verona Road Reconstruction Signage Strategies


The Benefits of Modernizing Wisconsin’s Highway Corridors, Transportation Development Assn. Study

October, 6, 2015

Download TDA Study here (PDF)


Digital Marketing & Social Media

Facebook & Instagram Advertising (PDF)

Build Your Business, Your Brand and Your Bottom Line With Digital Marketing (PDF)


VRBC Road Construction Link for your website.

Copy and paste code below into your website to link to the Verona Road Alternate Routes page.

<a href="" target="_blank"><img class="img-responsive" src="" style="margin: 25px;"></a>

 Example Below:

Business Builder Seminar Materials

Top 10 Reasons You Need a Marketing Plan (Especially During Road Construction) Materials

Top Ten Reasons YOU Need a Marketing Plan (PDF)

Octoberfest 2015

Property Condemnation Discussion

Lessons Learned and Best Practices Part 1

VRBC Fundraiser 5-18-2015

Lessons Learned and Best Practices Part 2