Cheese head hats:
Green Bay Packer (American Football) fans wear these things as a sign that a) they support their team and b) they are clinically insane.
Air chillers:
La Crosse is the home of Trane industries and Chart Industries. They make air conditioning units. Most of which need to be hauled around on great huge flat bed trucks on their way to Saudi Arabia. They usually have a display of their latest model at the airport. Ghod only knows why.