Project Scope
The Wingra Creek BUILD Project focus is to conduct market and trade area study, identify business retention and attraction strategies, and develop alternative redevelopment scenarios for the area bounded by South Park Street on the east, Fish Hatchery Road on the west, and West Wingra Drive on the south. The end project of this study will help serve as a marketing tool for the redevelopment of the area, specifically detailing the short-term and long-tern revitalization strategy of the area. A detailed Scope of Service can be accessed at:
Consultants Scope of Service.

Project Study Area
The Wingra Creek Build Project is bounded on the north and west by Fish Hatchery Road, on the east by South Park Street, and on the south by Wingra Creek. Two arterial streets, Fish Hatchery Road and South Park Street, borders the target area: Fish Hatchery Road carries roughly 26,000 and South Park Street roughly 30,000-50,000 vehicles per day.

The Target Area is a major gateway site to both south side neighborhoods, the Downtown, the University of Wisconsin-Madison and St. Mary's and Meriter Hospitals. The total land area is approximately 64-acres (including existing rights-of-way). There are a total of 56 parcels occupied by uses ranging from single-family residential units to large commercial and institutional sites. The larger sites in the study area are owned/occupied by: Copp's Grocery Store, Morningstar Dairy, Dean Medical Center, Madison Labor Temple, US Army Reserve, US Post Office, and St. Mary's Care Center (now vacant).

Recent Southside Planning Studies
Urban Design Guidelines
South Madison Neighborhood Plan
The Healthy City : Model for a Forward Economy
Biomedical Collaborative : A collective economic opportunity for the Madison Metropolitan Area

Project Reports

A series of reports will be generated from the project study. Below is a list of reports that will be available at the end of the project.

Phase I Reports

For Socio-Economic Market Data Inventory:
Existing Inventory, Building Function/Use Report, Stakeholder Interview Summary Report, Demographic Trends Report, Household Trend Report, Population Growth Report, Business Facts: Daytime Employment Report, and Executive Summary Report.

For Market and Trade Area Analysis:
Primary and Secondary Market Area Demographic and Household Trend Reports, Consumer Spending Pattern Reports, Retail Trade Potential Report, Total Retail Sales Report, Shopping Center List Report, and Summary Report (including summary of interviews with brokerage and development communities)

For Redevelopment Suitability Analysis:
Summary Report
Concept (Bubble) Diagram

Phase II
Alternative Redevelopment Scenario Report
Alternative Redevelopment Concept Plans

Phase III
Detailed Redevelopment Concept Plan, Pro Forma Financial Analyses, Implementation Strategy Report, and Summary Report

Program Funding: Dane County BUILD (Better Urban Infill Development)
The Dane County Better Urban Infill Development Program (BUILD) assists local governments to prepare plans to redevelop and promote infill development within parts of their communities that may have become obsolete, rundown, or environmentally contaminated. The City of Madison was fortunate to receive two grants of $25,000, totaling $50,000, to assist in the planning for the Wingra Creek BUILD area.

The local match required for planning projects is 20 percent for visioning, design and implementation plans, and 50 percent for follow-up predevelopment studies. South Metropolitan Business Association (SMBA) has raised $5,000 to apply toward the required match. Other private matching funds are anticipated to help offset the overall planning cost.

For more information on the Dane County BUILD Program visit their web page at:
http://www.countyofdane.com/plandev/build/index.shtml

Wingra Creek BUILD Advisory Project Team and Consultant
The Wingra Creek BUILD Advisory Project Team will provide input to the consultant team that has been hired on to conduct the market and feasibility studies. Fourteen members have been confirmed by the Madison Common Council to serve on the team.

John Stockham, Stockham Consulting, has been contracted to conduct the market and feasibility studies, identify business retention and attraction strategies, and develop alternative redevelopment scenarios. Mr. Stockham will be working with the Wingra Creek BUILD Advisory Project Team from the onset of the project. 

Two other firms, D.L. Evans (Real Estate Analysis) and Ehlers & Associates (Municipal Financing Analysis), will be consulted during the project study.

Project Timeline
The Wingra Creek BUILD Advisory Project Team will meet from September to December 2004. The content of the meetings are as follows:

Meeting 1
Discuss project scope, timeline, and end products, summary of inventory analysis, list of property owners to be interviewed, and potential questions, and the process for working with property owners throughout the planning process. Role of project team members will be reviewed, including communications to constituent groups.

Meeting 2
Review of existing conditions, socio-economic, and market analysis findings. Discuss redevelopment scenarios and potential development issues.

Meeting 3
Status review of interviews with property-owners, business-owners, and brokerage and real estate communities.

Meeting 4
Review alternative development scenarios, discuss redevelopment strategies, review potential funding sources, and develop strategies for redevelopment roadblocks.

Meeting 5
Continue to review alternative development scenarios, discuss redevelopment strategies, review potential funding sources, and develop strategies for redevelopment roadblocks. Select a preferred alternative for development.

Meeting 6
Review and comment on preferred redevelopment concept plan and redevelopment finance strategies.

Meeting 7
Continued review and comment on preferred redevelopment concept plan and redevelopment finance strategies. Discuss public open house. Discuss adoption process and other implementation steps.

Meeting 8
Public Open House

Meeting 9
Review comments from the Public Open House. Approve final report(s) and implementation strategy.

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