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Developer proposes major housing project near East Towne | Local Government

Billy G. Alsman May 31, 2022

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Dean Mosiman | Wisconsin State Journal

A developer is pursuing a massive housing project with 463 apartments in four buildings with underground parking near East Towne, the first big development proposal since the city approved the sweeping Greater East Towne Mall Area Plan in February.

That plan covers an area roughly the size of the central Isthmus and envisions much more housing, denser retail, high-rise office buildings, new streets and, maybe one day, replacing some or all of the mall.

Forward Management of Madison is proposing to build the housing on a vacant, 14.5-acre site at 2101, 2109 and 2115 East Springs Drive, next to Bowl-A-Vard-Lanes.

The project, to be known as Signature Pointe Apartments, would offer 41 efficiencies, 222 one-bedroom, 186 two-bedroom and 14 three-bedroom apartments in four four-story buildings. It would include 357 surface parking stalls and 350 underground stalls, with additional space for bicycles inside and outdoors.

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The development would feature a clubhouse, swimming pool with large deck, dog park and green spaces.

Dan Schmidt, president of Forward Management, which manages 60 projects with roughly 3,500 apartments in the Madison area, could not be reached.

Ald. Gary Halverson, 17th District, who represents the site, had a favorable first impression.

“I am encouraged that we are starting to see developments, like the Signature Pointe Apartments, which will help bring new life into the greater East Towne area,” he said. “The influx of new residents will help bolster the businesses within the East Towne area as well as encourage new business growth. The addition of 400-plus new units will help toward easing our housing shortage.”

The Greater East Towne Area Plan, adopted on Feb. 22, will provide guidance on future land use, housing, economic development, parks and open space, transportation and more with the intent of shaping a complete new neighborhood.


Watch now: Madison making big plans to redevelop area around East Towne Mall

The area is now characterized by swaths of single-use, auto-oriented retail, restaurants and some office development. The area also has much natural area, including the Starkweather Creek corridor that serves as the backbone of the Starkweather Creek watershed. And it’s a gateway along East Washington Avenue to the East Isthmus and Downtown, directly served by the Interstate.

The area plan shows buildings up to 12 stories at the center and a mix of heights and uses in the 820-acre planning area, which is bounded by a Wisconsin & Southern rail line, Interstate 39-90-94, East Washington Avenue and North Stoughton Road.

The plan seeks to imagine the future for an area that’s been buffeted from changes in the retail economy and the COVID-19 pandemic.

The plan comes as the city prepares for Bus Rapid Transit, or BRT, a high-frequency, high-capacity, limited-stop service with special buses running on city streets and dedicated lanes on an initial route running from East Towne to West Towne starting in 2024. BRT is expected to spur development along its route.


Cost to renovate building for temporary homeless men's shelter doubles to $1.1 million

Forward Management’s proposal is consistent with the area plan, the developer said in a submission to the city. The area plan recommends medium density residential land use for the site with adjacent properties to remain as either general commercial uses or open space.

The developer hopes to start construction in the fall and, if approvals are secured, to complete the project in 2024.

“This is the first major proposal to come forward, and demonstrates that there is indeed interest in development of more residential uses in the area, as recommended by the Greater East Towne Area Plan,” Planning Division director Heather Stouder said. “We hope that others will follow.”

Photos: A new vision for West Towne Mall

Odana Area Plan





Odana Area Plan

Market Square Shopping Center on Odana Road recently gained the Normandy Square Apartments. Other properties on the West Side such as West Towne, Westgate, Whitney Square and University Research Park are prime candidates for housing, according to city plans being developed.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

The snow filled parking lot of West Towne Mall in Madison. The City of Madison is working on a plan to rethink the way the mall is developed.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

The former Sears Automotive building at West Towne Mall is slated to be demolished this year to make way for a Portillo’s restaurant. The Sears store has been converted to a Dave & Busters and Total Wine & More, and will soon be home to Hobby Lobby.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

Car dealership on Odana Road will likely remain but be surrounded by more housing and offices in the future.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

The intersection of Gammon and Odana roads near West Towne Mall.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

It’s unclear what will become of the empty Shopko building near West Towne Mall, but city officials see the area booming with housing, office space, parks, sidewalks and bike paths in the years to come.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

There could be less snow to plow at West Towne Mall in the future. Planning efforts by the city envision more housing, park space, offices and retail for the mall that opened in 1970.



STEVE APPS, STATE JOURNAL


Odana Area Plan





Odana Area Plan

Odana Road ends at West Towne Mall but could be extended through the mall property under a conceptual redesign of the site.



STEVE APPS, STATE JOURNAL


2018-04-05-West Towne Development 6-04052018150929





2018-04-05-West Towne Development 6-04052018150929

Some of the games available to be played at Dave & Buster’s. Story on new developments at West Towne – Total Wine and Dave & Buster’s which take over parts of the old Sears footprint at West Town Mall on Madison’s west side. They were photographed, April 5, 2018STEVE APPS, STATE JOURNAL



STEVE APPS STATE JOURNAL


2018-04-05-West Towne Development 2-04052018150929





2018-04-05-West Towne Development 2-04052018150929

Story on new developments at West Towne – Total Wine and Dave & Buster’s which take over parts of the old Sears footprint at West Town Mall on Madison’s west side. They were photographed, April 5, 2018STEVE APPS, STATE JOURNAL



STEVE APPS STATE JOURNAL


Von Maur at West Towne Mall





Von Maur at West Towne Mall

Work that had begun earlier this year to remove the former Boston Store at West Towne Mall but was halted is scheduled to resume before the first of the year. The project is designed to make way for an 85,000-square-foot Von Maur department store officials say will open in fall 2022.



BARRY ADAMS, STATE JOURNAL


Von Maur at West Towne Mall





Von Maur at West Towne Mall

The 144,000-square-foot former Boston Store building at West Towne Mall has been empty since 2018. A one-story, 85,000-square-foot Von Maur department store is planned for the property.



BARRY ADAMS, STATE JOURNAL


Von Maur





Von Maur

Von Maur, an Iowa-based retailer, has announced plans to build an 85,000-square-foot store on the site of the former Boston Store at West Towne Mall. In 2017, Von Maur opened its first store in Wisconsin at The Corners of Brookfield, pictured.



BARRY ADAMS, STATE JOURNAL


University Research Park





University Research Park

An aerial view of a proposed development site at the evolving University Research Park as seen from the corner of Mineral Point Road and Whitney Way.



PHIL BRINKMAN, STATE JOURNAL ARCHIVES


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