People dressed in layers and walked quickly around downtown Madison, as the first day of spring felt like a continuation of winter.
Wednesday's high of 21 degrees was about 60 degrees colder than the same day in 2012, which experienced record warmth.
Madison city officials scheduled a news conference outside to promote the B-Cycle program, which allows people to rent bikes downtown.
"It's so impressive how many people are here," said a bundled-up Mayor Paul Soglin. "It's Wisconsin, it's not last year where it was nice and lukewarm; it's a typical Madison spring day."
The bike program quadrupled its ridership last season and opened its 2013 season Wednesday despite the cold, according to a news release.
Meanwhile, people on State Street remembered last year's warmth fondly.
"I was wearing shorts and a T-shirt, having a really fun time," one woman said. "I hate this."
"God, it is spring, isn't it?" another asked. "If it could just warm up a little bit."