To big box or not to big box?
That is a question for the residents to answer.
Plan Commissioners on Monday didn't go easy on Ryan Cos. representative Tony Barranco, who was pitching plans for a 136,000-square-foot Target and other retail development at the former Quebecor World printing plant site at 12821 W. Bluemound Road.
They called the company's proposal a "significant deviation" from the city's various master plans for site. At least one of those plans included feedback from residents who made it clear they didn't want to see any development of more than 70,000 square feet in the area near 124th Street and Bluemound Road.
"This would be double that," Commissioner Jennifer Donze said. "This would not be compatible with the neighborhood."
Another sticking point is a residential component. The Ryan Cos. plan doesn't have one; the city's plan requires one at that site.
Plenty of questions
Barranco conceded the company's plan calls for a retail anchor larger than what is outlined in the city's planning documents and doesn't include multifamily housing.
Because of the dynamics of the site - wetlands to the south, a single-family neighborhood to the west and road access - Barranco said multifamily housing won't fit. As a tradeoff, he said, the plan incorporates 6 acres of park and open space, not counting a detention pond.
As for the size of the store, city planners and commissioners asked why the Target couldn't be two stories tall. Barranco said Target representatives only use that type of building in dense urban areas.
The proposed Brookfield Target would sell groceries and general merchandise, and would have a pharmacy. The store would be located on the southern portion of the site.
The three proposed retail facilities along Bluemound Road, in front of the Target store, could include a bank, a sit-down restaurant or a specialty store.
Commissioner Kevin Wahlgren asked for a more creative site plan. He said the one presented looked like something from the 1960s - a big box surrounded by a sea of asphalt.
Commissioner and Alderman Gary Mahkorn said it is hard to get beyond the big-box concept. "This is a huge deviation" from the city's plans, he said.
Alderwoman Lisa Mellone, who represents District 7, where the site is located, said the city can't reject what's in its planning documents.
"There is a lot of objection," she said of the Target plan.
A financial benefit
The proposal didn't quite strike out, however.
Brookfield planners looked at the fiscal impact of the 25-acre project on the city and determined it would generate about $111,000 more in revenue than it would cost to provide city services to the development. There also is environmental contamination at the site. The site, which has been vacant since 2006, contains underground fuel tanks, contaminated soils, multiple forms of asbestos and abandoned wells.
Because of those problems, city staff asked commissioners whether they would be willing to bend a bit from the city's plan and allow a big-box store on the property - particularly in light of a recent history of failed redevelopment and reuse efforts of a brownfield site by several parties.
Ryan Cos. estimates the cleanup to cost $1.1 million. The city has obtained a $100,000 state grant to contribute to the cleanup efforts.
"Maybe we can swallow a big box store to get rid of a brownfield site," Commissioner Paul Wartman said.
Another consideration is the current economic climate. Some commissioners questioned whether the city's plan for a mixed use development in the area is a concept that may never be realized.
"Our plan may not work, it may never work," said Commissioner and Alderman Mark Nelson. "It was the ideal."
He could support the Target plan, if the public supports it.
"This is going to be a significant development," he said, one that doesn't require any financial assistance from the city.
And while the city might not want a big box, he said, it doesn't want what's there now - an eyesore.
They all agreed they need to hear from the neighbors. The resident feedback for the planning documents is about four years old and maybe things have changes since then, officials said.
The commission didn't act on the plan Monday.
Ryan Cos. likely will ask city planners to petition the commission so it can go directly to the neighbors to get feedback on the plan. Because of the city's planning process, the company couldn't go to the neighbors before its initial presentation to the commission.
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Yeah...why would we want to welcome jobs to the area? That's just insane.
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This site is not on a railroad crossing, it is a railroad spur meant to deliver paper to a printing plant so there are no trains coming thru the area on a regular basis, hence the removal of the crossing signals. The site is contaminated with fuel, asbestos and other printing contaminates. I have lived in Brookfield for over 8 years and the area for 30. I am not seeing many business beating down the door to build on the site. I think that a Target that includes groceries will keep Pick n Save honest in their pricing and will be good for all of us.
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cmonn, just to clarify...the 124th and Capitol store is not a Super Target. It is a
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At some point in time, whether it is today or 30 years from now, this site needs to be cleaned and developed. In today's economic climate, this development should be welcomed. If not today, then the area can sit vacant for about 10 years like the area along Hwy 41/45 between along Burleigh and Capitol Drive. The "wisdom" of our Wauwatosa neighbors and their "anti big box" stance will keep that area an undeveloped eyesore for about another 20 years. Neighbors should welcome a truly honorable neighbor like Target. Look at the history of how Target Stores are developed and maintained and look at how the economic development around Target stores has increased overall quality of life in the neighborhood. The "Not In My Back Yard" attitude of residents was very strong near a development in Menomonee Falls where Target built a store about 15 years ago. The opponents of that plan are strangely silent now as the property values in that part of town are strong and the ease of living in the area was significantly improved. A full service Target store with groceries and a quality product line will make the lives of the residents in the area better. Quality development almost always does. Finally, the property sitting vacant and undeveloped and "dirty" adds little to the tax rolls and nothing to the quality of life of the neighborhood.
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...Brookfield resident for 27 years.
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This is 4.5 miles directly South of a brand new 'super' Target, 6 miles directly East of a Target already on Bluemound, and 4 miles North of one in West Allis. All of these are under a 10 minute drive (maybe even a bike ride or bus stop away, but who uses these silly outdated methods of transportation) from this proposed location. At a time when Brookfield is full of empty retail space and failing commercial developments does it really need to add more cheap competition that is only a real necessity for those too lazy TO DRIVE these distances. This is nonsense and it's disgusting people think this would be worth a one-time $1M cleanup and $100,000 a year. I hope plenty of Milwaukee city folk start coming to this one, as well, to scare away all those Jane Crows too frightened to go to the Target on Capitol and 124th -- .
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Given the site's hazmat past, I believe this is an excellent idea. Further, the Bluemound Road K-Mart is not the best. I would definitely shop at this Target.
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I hope the poll convinces local leaders that we want the Target store. If they can allow a Hooters they should allow this. Too many projects are blocked for political reasons.
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So what's the purpose behind wanting 2-story store? Aesthetics? Water runoff?
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I hope they build there. The only thing close is Kmart and that store is understocked.
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Load more comments View all comments Back to topKBuz - Jul 19, 2010 1:47 AM - Report Abuse
brookfieldbailey - Jul 18, 2010 12:10 PM - Report Abuse
savebender209 - Jul 17, 2010 1:44 AM - Report Abuse
Target with a P-Fresh. The population is rather dense out there and Target is a
perfect idea. I agree with the previous bloggers, the store on Capitol is very
ghetto, I worked there twice, I currently work at the Franklin store.
donnyb - Jul 16, 2010 10:53 AM - Report Abuse
cmonn - Jul 16, 2010 9:32 AM - Report Abuse
cmonn - Jul 16, 2010 9:30 AM - Report Abuse
mop166 - Jul 16, 2010 9:25 AM - Report Abuse
pk1fn - Jul 16, 2010 9:23 AM - Report Abuse
BDConservative - Jul 16, 2010 9:18 AM - Report Abuse
I would've guessed that the size restrictions were for amount of traffic usually, and whether the store is 1 story or 2, it's still a Target, and would have the same amount of traffic regardless.
I've got no issue with asking for modifications so don't have huge single 'slab' of parking lot, could do some things to make it better without outright saying no - and that's exactly what the plan commission is for, to find the best fit for the city.
pk1fn - Jul 15, 2010 5:02 PM - Report Abuse