Rockford Business Owner Welcomes Madison Street Improvements, Notes Parking Challenges

ROCKFORD, Ill. (WIFR) – Kevin Versino switches from cross-country to roller-skis during the warmer months.

“It’s a necessary evil,” says Versino. The Rocktown Adventures general manager recounts his attempts gliding along Madison Street in downtown Rockford.

“Going on Madison Street is like a Midas commercial,” he asserted. “Rattle,rattle,thunder,clatter,boom,boom,boom.”

Versino opened the outdoor recreation shop 11 years ago in the Madison corridor, hoping the nearby Riverview Ice house would inspire consistent business.

“Our mission is to use outdoor recreation as a catalyst for urban revitalization,” he mentioned.

For the last six months, the City of Rockford transformed the road in front of his business. The first phase of construction rebuilt madison between east State Street and Prairie Street with a nearly $4.5 million investment. Versino now believes the road is roller-sky ready.

“It’s nice to see it kind of repaved and a smoother surface,” he complimented.

However, the general manager noted his business wasn’t unaffected by the renovation. Standing near the edge of Rocktown’s parking lot, Versino pointed to a curb that now replaces most of his driveway.

While the repairs provide an entrance for customers to park in front of Rocktown, Versino claims the reduced space makes it more challenging to transfer larger items, like kayaks, into customers’ cars.