DEVELOPING TRENDS

The city of Milwaukee is preparing to develop the 16-acre swath of land opened up by the demolition of the Park East Freeway (open area in the center of the photo). Development plans range from residential to entertainment. Photo courtesy of Milwaukee Department of City Development

Milwaukee County braces
for major projects

By Rebecca R. Konya

With developments like the Harley-Davidson Museum and PabstCity moving forward, the city and county of Milwaukee are in the midst of a cultural renaissance.

In late May, the Milwaukee Common Council approved general terms necessary to redevelop 20 acres at Sixth and Canal streets for a $95 million museum project proposed by Harley-Davidson. The 230,000-square-foot development would include the museum, a café and retail and banquet space.

The project, which could break ground by 2006, is expected to bring an estimated 350,000 visitors, $78 million total annual spending and more than $12 million in annual local government revenue.

Just west of Milwaukee's central business district, renovation of the former Pabst Brewery is underway. The Ferchill Group of Cleveland and WisPark LLC, a subsidiary of Wisconsin Energy Corp., plan to transform the 130-year-old complex into a $300 million entertainment and residential development.

Demolition and abatement began this summer with construction slated to start in early 2005, said Dan McCarthy, director of urban development for WisPark.

PabstCity found a cinema tenant for the site and is seeking niche retailers like restaurants and clubs to fill 450,000 square feet of retail space. The residential component will feature 360 loft-style apartments and 200 condominiums. Another 175,000 square feet is designated office space.

To the north of downtown Milwaukee, the demolition of the Park East Freeway has freed 16 acres of public land for development. In mid-June, the city adopted a land-use plan prepared by HNTB Corp., Milwaukee, and Planning & Design Institute Inc., Milwaukee.

Mike Wisniewski, senior economic development specialist for the city, said residential development will likely occur along the river and at the east end of the redevelopment site with office and commercial projects in the center and further west. He also envisioned new clubs and restaurants along the entertainment districts of Water and Third streets.

Beyond downtown, Milwaukee County suburbs are pushing forward with their own high-profile projects. In Glendale, Ohio-based developer Steiner + Associates is moving forward with plans to renovate and expand the existing Bayshore Mall. According to Ralph Ireland, vice president of development, construction of a lifestyle center will begin this fall along with construction of the east parking structure. The balance of retail development is expected to begin this winter. The mixed-use project, estimated at $220 million to $250 million, will add approximately 500,000 square feet of residential, office, retail and entertainment space.

The PabstCity project in Milwaukee promises to transform the 130-year-old Pabst Brewery into a $300 million entertainment and residential development. Photo courtesy of WisPark LLC

In the city of Franklin, where a new pro-development Common Council took the reins in April, several proposals are under consideration. MLG Development of Brookfield is working with Franklin's Community Development Authority to hash out terms of a public/private partnership for a $76 million business park and residential area on 140 acres at South 27th Street and Oakwood Road.

"We've got a very good location with the state highway and nearby interstate access," said Andy Bruce, executive vice president of MLG Development.

Another component of the site is a facility planned by Covenant Healthcare for the northwest corner of South 27th and Oakwood. Anne Ballentine, regional vice president of public relations for Covenant, said the 100,000-square-foot outpatient center, affiliated with St. Francis Hospital, will include office space for physicians, outpatient surgery and diagnostic services.

In late April, city officials in Oak Creek and Franklin agreed to collaborate on a development plan for the 27th street corridor. Gary Petre, Franklin's city administrator, said concern for consistent development triggered the joint venture.

"I think the NML development on the west side of 27th Street precipi-tated the partnership," said Petre, referring to Northwestern Mutual Life Insurance Co.'s newly minted $125 million office building.