The Way I See It!

I am an Ultra-Conservative, Alpha-Male, True Authentic Leader, Type "C" Personality, who is very active in my community; whether it is donating time, clothes or money for Project Concern or going to Common Council meetings and voicing my opinions. As a blogger, I intend to provide a different viewpoint "The way I see it!" on various world, national and local issues with a few helpful tips & tidbits sprinkled in.

New Target Store in Brookfield on Bluemound?

Brookfield, Development, retail, Retail

City officials wary of plans for Target store on Bluemound


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.


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.


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.


Source and Full Store: Brookfield Now


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