SPORTS

Packers may expand Titletown District

Richard Ryman

USA TODAY NETWORK-Wisconsin

An artist's conceptual rendering shows a fall scene in the Titletown District?s public plaza, with Lambeau Field in the background. Final designs might differ. Nearly one-third of the 34-acre development will be public plaza, including an ice skating pond in winter, an event area and green space.

ASHWAUBENON — They haven't turned any dirt yet, but the Green Bay Packers already are positioned to expand the Titletown District.

The Packers announced the 34-acre entertainment/retail/residential/social development in late August, when they said plans called for 30 to 50 townhouses along Brookwood Drive. It might be as many as 70.

The Packers acquired purchase options on 14 duplexes on the south side of Brookwood Drive, directly across the street from where they plan to build townhouses overlooking Titletown District's public plaza. The Packers did not buy the properties and haven't decided if they will need more land for townhouses, but early interest indicates they might, said Ed Policy, Packers vice president and general counsel.

"At least it gives us the option to buy the land," he said.

The townhouses could be "mirror images" of those on the north side of Brookwood, with a notable exception. They would not have backyards overlooking the plaza, which would allow the Packers to offer townhouses at lower prices than those on the north side of the street.

An aerial view of Lambeau Field on April 15, 2015.

The core of the Titletown District is the 34 acres the Packers own immediately west of Lambeau Field. The district is bordered by Lombardi Avenue, South Ridge Road, Marlee Lane and Brookwood Drive. In the middle of the district will be 10 acres of public space that includes a football field-sized green space, a regulation-sized skating pond and more.

Three announced anchors include four-star hotel and spa Lodge Kohler, Hinterland Brewery and a Bellin Health sports medicine clinic. Initial investment in the project, including land acquisition and infrastructure improvements by the Packers, is estimated at $120 million to $130 million.

The team also is fielding a lot of interest in its 180,000 square feet of remaining commercial space on the north side of the district, along Lombardi Avenue and Marlee Lane.

"We have talked to a lot of prospective tenants. The reaction ... has been tremendous," Policy said.

Packers President and CEO Mark Murphy said earlier in the week the team would like to have a grocery retailer among its tenants as part of a desire to provide basic services within walking distance for townhouse and neighborhood residents. Policy said a grocery is one of a number of concepts being discussed. If it happened, it likely would be a specialty grocer. The team is not interested in a standard 70,000-square-foot format.

That brings to mind retailers along the lines of Trader Joe's or Whole Foods, which often are mentioned locally when such matters are discussed. The Packers are making no promises, but they hope they can attract businesses that might not otherwise consider Green Bay a ripe market. They point to Cabela's as an example. The outdoor sporting goods store initially rejected Green Bay, Murphy said, but changed its mind when the Packers asked them to take another look in connection with being affiliated with the team. Cabela's opened in 2013 and Murphy said the store has the fourth-highest sales in the company.

"We'd like to bring companies here where our consumers would be likely to shop, but have to drive to Chicago," Policy said. "We might not be in their expansion plans now, but maybe they'll reconsider because of this."

Policy, who was guest speaker Thursday at the St. Norbert College CEO Breakfast & Strategy Series, said the team filed project documents with the village Wednesday. After the village approves its plans, which could be about 90 days, the team can begin site preparation, depending on weather. The plan is for all three anchors and the public plaza to be complete by the beginning of the 2017 NFL season, if not sooner.

The regulation-sized football field that will be part of the public plaza could be made of field turf, similar to that used on Lambeau Field. Policy said it is being studied, as well. Such a field could require less overall maintenance, but because it is half natural grass and half synthetic fibers, tasks such as snow removal could require special processes or equipment.

Also, the Packers will hold focus groups next week, asking local stakeholders how they'd like to see the public plaza used, among other things.

— rryman@greenbaypressgazette.com and follow him on Twitter @RichRymanPG or on Facebook at Richard Ryman-Press-Gazette. Call him at (920) 431-8342.