DealerFire, an automotive web design and internet marketing firm, is relocating its corporate headquarters to a renovated historic building in downtown Oshkosh, Wisconsin. The company will quadruple the size of its headquarters when it moves to the redeveloped historic Frank Percey Gun and Fur House at 531 N. Main Street.

The company is investing $1.24 million to renovate the century-old building, which has been vacant for more than a decade. The project calls for a total renovation of the building; however, many of its historic features will be retained. The company also plans to invest more than $1 million in equipment, hardware, software, and employee training at the new facility. The company expects to have about 180 full-time employees at the new facility within the next three years.

As an incentive, Wisconsin Economic Development Corporation awarded DealerFire up to $522,000 in economic development tax credits for the project, if the company fully meets the terms of the agreement, which include the creation of new jobs. WEDC has also awarded a $250,000 grant to the City of Oshkosh to assist with the renovation costs.

“The WEDC grant is critical for DealerFire to sustain the momentum we have created as a national leader in the automotive web and digital marketing space,” said Eric Hoopman, company Founder/President. “The ability to expand our physical footprint will ensure that we can continue to grow our local workforce, while retaining our core technological focus that has gotten us here.”

DealerFire outgrew its current 7,000-square-foot headquarters on Algoma Boulevard. Discussions are under way to convert the company’s existing headquarters on Algoma Boulevard to an IT incubator/working space.

“This is a key development for the City of Oshkosh on two fronts. Not only will this project mean more jobs for the region, but redeveloping this historic building will result in a more vibrant downtown, which is good for the entire city,” said Gov. Scott Walker.

“WEDC is pleased to be able to assist DealerFire and the city with this key redevelopment project,” said Reed Hall, Secretary and CEO of WEDC, the state’s lead economic development organization. “A healthy downtown not only draws new businesses and customers to the city center, but is essential to the overall economy of the community.”