Howard Wettstein established Wettstein’s Television & Electric in 1951, initially operating out of his garage. The business soon expanded to a larger location on Losey Boulevard South, offering a wide range of services including electrical wiring, antenna installations, and television sales. Under the leadership of Howard’s sons after his retirement, the company continued to thrive until its closure in 2018. This historical image, captured by photographer Howard W. Colvin, documents not only the growth of Wettstein’s but also highlights the commercial development of La Crosse during the mid-20th century.
The Beginnings of an Electrical Empire
In the early 1950s, Howard Wettstein embarked on a journey that would shape the electrical landscape of La Crosse. Starting from humble beginnings in a modest garage, Wettstein’s Television & Electric quickly became a cornerstone of local industry. By the mid-1950s, the business had outgrown its initial location and moved to a more prominent site on Losey Boulevard South. This new establishment offered a comprehensive suite of services ranging from residential and commercial electrical wiring to innovative antenna installations, reflecting the growing technological demands of the era.
The expansion into this new location marked a significant milestone for Wettstein’s. It was here that the company solidified its reputation as a reliable provider of electrical solutions. The facility featured a showroom for General Electric products, further enhancing its appeal to customers seeking quality appliances. Additionally, the installation of a towering 50-foot antenna symbolized the company’s commitment to staying at the forefront of technology. This period saw Wettstein’s becoming an integral part of the community, providing essential services to both residents and businesses alike.
A Family Business Through Generations
As the years progressed, Wettstein’s Television & Electric transitioned from a single proprietorship to a family-run enterprise. After Howard’s retirement, his three sons—John, Dan, and Ralph—took over the reins, continuing the legacy he had built. Their leadership ensured that the company remained relevant and competitive in an ever-evolving market. Despite the challenges faced by traditional retailers in the digital age, the family maintained a strong commitment to customer service and product quality.
However, the changing retail environment eventually led to the closure of Wettstein’s in 2018. Yet, the impact of the business on La Crosse remains indelible. The photograph taken by Howard W. Colvin, a respected WWII veteran and photographer for the La Crosse Tribune, captures a pivotal moment in the city’s history. Colvin’s work documented numerous facets of life in La Crosse during the 1960s, preserving the memory of local businesses and landmarks. His contributions serve as a valuable resource for historians and enthusiasts interested in the region’s past. Today, these images continue to provide insight into the evolution of La Crosse and its vibrant commercial heritage.