Parking lot discussion leads to larger downtown Milwaukee debate

A new study recommends a wait-and-see approach for an underused lot in west downtown Milwaukee, while a City Council hearing explored strategies to revitalize the surrounding area.

Creative Alliance Milwaukee, a coalition that aims to drive economic prosperity, issued a report to the Wisconsin Avenue Milwaukee Development Corp. regarding a parking lot at the southwest corner of West Wisconsin Avenue and North 4th Street.

The report recommends that the area “be approached as an evolving space for the next 2 to 5 years rather than committing to a capital-intensive solution at this time.”

The Wisconsin Avenue Milwaukee Development Corp. had requested a permanent solution when the report was commissioned at least 10 months ago. But Creative Alliance found that more temporary structures would enable significant transformation of the area, at a much lower cost.

Ideas center around a general theme of a revolving, year-round showcase of food and artistic talent, and an incubation space for new entrepreneurs. Suggested temporary installments include a stage, sound equipment, movable furniture, and temporary pop-up storefronts featuring local retailers, kiosks for visitor information with ticket sales for nearby venues, food trucks, and coffee carts. Seasonal additions could include a beer garden in the summer, and fire pits and a Christmas market in the winter.

According to the report, the temporary fixtures would keep the site active year-round, while allowing trial periods for new businesses that may later have a more long-term interest in the property.

The constant activity might also make the property more appealing to other investors. The location is adjacent to the Grand Avenue mall, which was sold to New York developer Alexander Levin in October. It is also near several new west downtown residential developments and only a few blocks south of the proposed $1 billion multi-use development surrounding a new arena for the Milwaukee Bucks.

The report was presented at the Milwaukee Public Works Committee hearing Wednesday morning, but the discussion has expanded into a larger conversation about urban planning and revitalization strategies for the greater western downtown area.

“Why is the west side of the Milwaukee River constantly in the doldrums?” asked Alderman Robert Bauman, chairman of the committee, “while the east side of the river seems to be constantly thriving and active and vibrant.”

Studies by Creative Alliance show how the west side lacks places for pedestrian activity. Elongated “super blocks” from when the area was originally constructed discourage pedestrians, but the problem is compounded by decades of redesign that favored surface and structural parking in place of business activity.

“There’s a perception problem with this part of the city,” said Chris Socha, project architect at The Kubala Washatko Architects Inc. “It’s perceived as rather dead, rather unexciting.”

Socha said transit, walk-ability, and city life go hand-in-hand. Comparisons by Socha and several aldermen were made to Portland, Ore.; Melbourne, Australia; and “LA Live” in Los Angeles, Calif., which are considered hallmarks of successful redevelopment.

Alderman James Bohl said nearby developers often made a mistake by trying to replicate the area with suburban centers that residents of the greater region could just as easily access in suburban areas. The better solution, Bohl said, is to tap into a younger population interested in living downtown. Alderman Willie Wade mentioned the multiple schools nearby, and the need for a downtown “nucleus” where they could come together.

“This is set up to fail right now,” Socha said. Follow @MatthewTaub1