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Greater East Towne Area Plan

May 24th and 26th, 2021 Presentations

City Planning Staff presented some initial Plan concepts and maps at the May 24/26 Phase 2 Public Zoom series. Please click on the links below to view the presentation or watch the video of the meeting

Public Engagement Comments

Spring 2020 Virtual Lunch and Learns and Evening Engagements comments summary

Virtual Brown Bag and Evening Engagements




Mall Madness

Madison Mall Maddness Results

The City of Madison is planning for the future of the city's malls! To kick-off the Greater East Towne and Odana Area Plans, we used a tournament style bracket to better understand thoughts and preferences about how the areas could transform in the coming years. Each “team” represents a potential component of a comprehensive redevelopment vision.  Teams in each bracket region represent a different focus: Things to Do, Places to Live and Work, Getting Around, and Design and Character. 

BracketMall Madness Results


The plan area is approximately 820 acres, and is generally bounded by a Wisconsin & Southern rail line on the south, Interstate 39/90 on the east, East Washington Avenue on the north, and North Stoughton Road on the west.

The area is currently dominated by large nodes of single-use, auto-oriented retail and some office development that was largely constructed in the 1970s and 1980s.

The Greater East Towne Area Plan represents a new type of undertaking for the City: large-scale plans to guide redevelopment of predominantly commercial areas into mixed-use Activity Centers


Last Updated: 07/29/2021

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