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Pink Palace: A final recap of salvaging history
The Pink Palace, with its bubble-gum pink exterior and retro, eclectic interior, was a vibrant symbol of the 1960s and 70s. Designed by Pat and Dale Wernecke, the apartment complex featured a tiki bar, indoor pool, and groovy decor, making it a one-of-a-kind landmark on La Crosse’s Main Street.
Transformation of a beloved landmark
For decades, the Pink Palace was a hub of memories and community, drawing residents and guests who admired its quirky charm. In late 2024, the La Crosse Common Council approved its demolition to make way for Haven on Main, a 74-unit housing project for individuals with disabilities, led by Couleecap, Haven for Special People, and Gerrard Corporation.
Before demolition, Habitat for Humanity’s ReClaim team salvaged thousands of pounds of materials, ensuring that pieces of the Pink Palace would live on. Our staff and volunteers carefully removed furniture, kitchen and bath cabinets, flooring, decorative bamboo, funky light fixtures, and vintage décor. All items were sold at Habitat’s ReStore, with proceeds supporting affordable housing programs.
By the numbers
- 45,000 pounds of material salvaged, reducing landfill waste
- $30,000+ raised through ReStore sales
- 490 volunteer hours dedicated to deconstruction
A new chapter
Though the Pink Palace is gone, its legacy endures—both in reclaimed materials and cherished memories. Haven on Main will continue the site’s tradition of community, offering essential housing for those in need, while remnants of the Pink Palace live on in dozens of homes throughout the city.
We couldn't do it alone
Habitat thanks everyone involved in this unique project. Our partners at Couleecap granted us access to the building prior to demolition. Our ReClaim and ReStore staff worked long days to salvage, sort, and sell thousands of reclaimed items. And of course, our volunteers dedicated almost 500 hours of time to this project. Thank you!
Partner Family
Stories
Darshida has been working to become a homeowner for years. She is a passionate nurse, a dedicated mother to four boys, and a longtime La Crosse resident. After years of hard work and unforeseen obstacles, Darshida and her family moved into their new home in spring 2023.