DATES: 2015 – PRESENT
CLIENT: Greenbush Vilas Partnership/ Madison Gas & Electric/other private stakeholders
NEED: Madison’s Regent Street Corridor has untapped redevelopment potential that the market is primed to realize. This blighted yet vital commercial corridor is both the game-day edge of the UW Campus, and serves residents of the Greenbush and Vilas neighborhoods and community. While a corridor plan existed, there was great need for a vision and implementation plan to define its role, identity, and experience.
The Vision, Projects, and Implementation aim to:
- Catalyze new investment and redevelopment of underutilized properties
- Shape the vibe and character of the corridor to be a distinctive and memorable destination
- Create stronger market linkages between neighborhoods, new housing and commercial uses along a pedestrian oriented Regent Street Corridor
- Develop a vision for enhancing a family-oriented Game-day experience for residents and visitor.
- Reduce neighborhood externalities/impact
V&A ROLE:
V&A conducted a place-based Market and Opportunity Analysis to identify and prioritize key projects, and an Implementation strategy. The team continues to work with property owners and stakeholders and a cohesive Vision to advance projects consistent with the plan and community goals.
SELECT PROJECT ELEMENTS:
- Monroe – Regent signature intersection/civic space
- Italian Heritage/Greenbush focal points
- Kohl Center /Alexander Property Vision for densification and integration
- Game Day Experience
IMPACT AND RESULTS:
- Over $150 M in reinvestment between 2018-2024
- New locally owned unique restaurants/destination business sprouting
- New City TID created