Safety Rest Area #31 La Crosse

Challenge

Aging infrastructure, rising traffic volumes, and evolving traveler expectations had outpaced the capabilities of the existing I-90 eastbound Safety Rest Area 31 located on French Island near La Crosse, Wisconsin. Originally opened in 1977, the facility no longer met modern accessibility standards, energy efficiency goals, or operational demands. As a gateway to Wisconsin for thousands of interstate travelers each day, the rest area needed to balance functional improvements with a welcoming, forward-looking design. As Wisconsin's only safety rest area located on an island, the challenge was clear: reimagine and reconstruct a heavily used public amenity within a constrained footprint while keeping safety, durability, sustainability, and community character at the forefront.

Solution

To bring this vision to life, the Wisconsin Department of Transportation selected SEH to lead the master planning, design, and construction of a new 4,500-square-foot masonry building. The facility houses restrooms, office and break spaces, a staffed welcome center reception area, and a display zone for brochures and tourism materials. It also includes men's, women's, and family restrooms, supporting accessibility and comfort for all users. A separate maintenance building was also added to provide storage and workspace for staff. 

Designing for All Ages and Abilities

To create a more inclusive and user-friendly experience, the site features a children’s playground, picnic shelters, a pet exercise area, and a fully accessible walking trail that leads to a scenic river overlook. These amenities offer travelers of all ages a chance to unwind, stretch, and reconnect with nature. For families, the safe, open spaces provide much-needed relief for kids after long stretches on the road, while pet-friendly areas ensure every member of the group is considered. The result is a rest area that goes beyond function to offer comfort, accessibility, and a sense of welcome. 

Gateway Experience and State Showcase

More than a place to stop and stretch, the rest area also serves as an official welcome center for travelers entering Wisconsin. A positive, engaging arrival experience can set the tone for a visitor’s entire journey. That’s why the site features a staffed tourism desk, the iconic "Welcome to Wisconsin" sign, a metal welcome sculpture, and interpretive displays that highlight the state’s history, culture, and key attractions.

These elements do more than enhance aesthetics – they offer a meaningful introduction to Wisconsin, combining state pride with practical value. By sharing local history, culture, and attractions, the center encourages visitors to explore nearby destinations, supporting regional tourism and economic development. 

Multi-Modal Access and Parking

The rest area was designed to accommodate all types of travel, including cars, RVs, buses, and semi-trucks. To support this range of users, the site features clear circulation routes and designated parking areas that allow for both quick stops and longer visits. This layout ensures the site meets the evolving needs of diverse travelers, from long-haul truck drivers to road-tripping families, while maintaining safety and efficiency. Due to the site’s spatial constraints, the design also incorporates unique solutions to manage traffic flow and create a visual and functional separation between semi-truck areas and spaces intended for the general public, enhancing comfort for all visitors.

Safety Rest Area 31 La Crosse is now a key arrival point to Wisconsin, combining functionality with a unique identity. It provides a safe, modern, and memorable experience for travelers while thoughtfully integrating into its surrounding community. Whether heading out for a weekend getaway or passing through on a longer journey, travelers will find more than a rest area at this true welcome to Wisconsin.