HEARTLAND SNAPSHOT, JUNE 2005

Green Bay, Wisconsin

Waterfront development is taking precedent throughout the various communities making up the greater Green Bay, Wisconsin area. Each with their own focus, the projects being proposed incorporate housing, commercial and retail components. Additionally, the municipalities are investing in developing unique and exciting public spaces along the Fox River. 

Downtown Green Bay is gaining momentum with major construction projects in the financial sector as two banking institutions will be celebrating the opening of their corporate offices in the area this fall. Additionally, many independent retailers are finding success in downtown Green Bay’s Historic Broadway District. These aspects of downtown are making the entire region a more attractive place to do business.

In the communities surrounding Green Bay, big box development is dictating the market. Ashwaubenon, Bellevue and Suamico are all experiencing growth in the retail sector. This growth can be attributed to the market trying to meet the underserved demands of these growing communities.

The Brown County area has been identified as a target area for retail, commercial and residential development because of the area’s growth. The rate of population growth between 2000 and 2003 is 4 percent for Brown County. For the most part, all the communities in the region are taking a proactive approach to development. This effort, partnered with incentives and a market that is growing in sophistication, makes for an attractive area.    

The growth of the downtown as a financial sector will play an important part in the future redevelopment of the area. As the employee base continues to grown in numbers and income, the demand for retail and restaurant establishments also increases. Additionally, residential condominiums on the waterfront are highly sought after by developers. Several of these residential projects are in the works, and will also build the demand for retail and residential.

One of the most significant developments proposed for the area is not a private development. The city of Green Bay has adopted a waterfront plan that develops a series of docks and piers to give the public access to the Fox River. Although still in the planning stages, this proposal has spurred interest from not only developers looking to invest in the downtown, but also residents and business interested in relocating.

With the Bay Park Square Mall located in Ashwaubenon, a number of retail developments are currently under construction surrounding the mall. This has been where a significant number of retailers who are new to the Green Bay market have chosen to locate, including Red Robin and Krispy Kreme Doughnuts. 

There are a number of developers active in the Green Bay area; some local, some regional. Commercial Horizons, Direct Development, Midwest Expansion, Polacheck, Vetter Denk, P&N, Inc., Paul Kosrowski and Tom Juza are all actively growing the greater Green Bay area. For the most part, these developers develop their concept and then recruit the tenants for the site, whether it is residential, commercial or retail. 

 During the past few years, the Green Bay market has seen a substantial increase in new national retailers entering the market. The restaurant industry has boomed with the addition of Texas Road House, Cold Stone Creamery, Jimmy John’s Gourmet Sandwiches, Noodles & Co., Pancheros, Moe’s Southwest Grill, Smokey Bones, Red Robin and many more. Additionally, a number of independently owned restaurants have opened and/or expanded.

From a retail perspective, this area has also grown, mainly in the areas surrounding Bay Park Square. David’s Bridal, PetsMart, Bed Bath & Beyond are the primary retailers new to the Green Bay market. However, a number of entrepreneurs have started a variety of new businesses offering unique products and services. They have identified a need in the area that is not being met with the current retailers. 

There are four key areas in Green Bay to watch in the near future. First is downtown Green Bay. As mentioned earlier, the momentum in downtown is strong. As the city leaders are working toward a vibrant and active waterfront, this effort has attracted and retained business to the downtown. Additionally, the Broadway District is building the needed critical mass to identify itself as a shopping destination. The growing recognition of downtown as the financial center for Northeast Wisconsin has created the impetus to grow downtown Green Bay. 

The second area to watch is Lombardi Avenue corridor. With the area’s proximity to the World Famous Lambeau Field, this corridor is ripe for development. As the primary entry point for Green Bay Packer enthusiasts, several developments have been completed during the past 2 years, including the Tundra Lodge (an indoor waterpark/hotel) and a couple of locally recognized restaurants. There is much more room for growth along the Lombardi Avenue corridor.

Bay Park Square Mall corridor is the third area. This area has been growing for a number of years, and it shows little sign of stopping. As long as the storefronts are filled and once the current projects are completed, this growth will continue along Oneida Street and Holmgrem Avenue.  

The Highway 57 Business Park is the final area to watch. The city of Green Bay has created a new business park that will be ready for tenants this coming year. Still under construction, this new park is already attracting tenants.

Overall, the greater Green Bay area is positioned to not only serve the residents and visitors to the county, but also the entire Northeast Wisconsin. In this context, the area should be home to diverse businesses. Many entrepreneurs and national chains are figuring this out, as each has created a niche that draws from outside the county. 

— Naletta Burr is executive director for Green Bay, Wisconsin-based On Broadway, Inc.

©2005 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.