Oconomowoc sees surge of development proposals, especially for Pabst Farms land

OCONOMOWOC - From the time Pabst Farms became a focus for developers early in the new century, the city of Oconomowoc has seen steady growth spring forth from Interstate 94 and northward — but perhaps not quite like this apparent sudden rush.

The city will field a trio of public hearings on proposals, all coming at once before the Oconomowoc Common Council on Feb. 20, with plans that range from more than 200 apartments along its northern border to a commercial and industrial center and senior housing near its southern edge.

And that's not even counting an effort to rezone about 24 acres in the middle, north of Oconomowoc Parkway, for unspecified future commercial development along Highway 67, and a planning amendment for Pabst Farms Town Centre along I-94.

None of this is catching city officials by surprise, given that the bulk of these proposals involve Pabst Farms, a development initiative which now dates back almost a quarter-century with the creation of a tax-increment financing district in 2001 and which is closely matched to an ever-evolving master plan.

"There is excitement about Oconomowoc for more housing and business development in several key areas: Olympia, Pabst Farms, and the northeast region of the city," Oconomowoc Mayor Robert Magnus said. "It is a great play to live, work and play — a hidden secret in Lake Country.”

The trick continues to be to carefully manage growth in a community where developer interest is particularly strong. "Growth is good to a point, but it has to be balanced," Magnus said.

Here's a snapshot of what's happening in February.

Apartments envisioned by Connaughton's Three Leaf Partners

Fresh off a residential development plan in the village of Hartland, the real estate partnership associated with Milwaukee Bucks guard Pat Connaughton has similar ideas in mind for Oconomowoc.

Like the Hartland concept, Three Leaf Partners wants to build apartments on a large scale on roughly 21 acres of land in the northeastern part of the city at Brown Street and Highway K north of Meadow View Elementary School. The development would feature 11 20-unit multi-family buildings totaling 220 apartment units.

The development, dubbed Northeast Apartments, would require rezoning the land from general commercial to a high-density residential multi-family under a matching change to the city's comprehensive land-use map. That would be the focus of the Feb. 20 public hearing.

Among the dozens of pages of planning documents presented to the Oconomowoc Plan Commission on Feb. 6, Jason Gallo, city planner and zoning director, noted the apartment complex plan would add to "one of the fastest developing areas" in Oconomowoc.

Commercial space eyed within business park at Pabst Farms

Along Oconomowoc Parkway and Old Schoolhouse Road and north of Hackney Way, Pabst Farms Development Inc. envisions a business park that wouldn't strictly be industrial in nature.

The 10.9-acre rectangular parcel, dubbed Blackrock Commerce Center, would include nine commercial/industrial buildings, pushing Pabst Farms' development further north and filling vacant land between Kwik Trip and the Hackney House Apartments development.

To do what the developer wants, the Oconomowoc Common Council would have to allow the business park zone to be tweaked with what's known as a Planned Development Overlay — essentially, elements that normally aren't allowed within the zone but can be incorporated under a special plan that's subject to city approval and a hearing. It's a way to cater to certain businesses with complex needs, city officials explained.

"The applicant is targeting certain businesses that need both commercial and business park uses in the same building," Gallo said in related planning documents. "An example of this would be a contractor's showroom. ... A cabinet maker may want a showroom, where people can purchase products, but in the back have a shop that fabricates and assembles the cabinets."

Among the "endless" possibilities are bakeries, bike sales and repair, home improvement businesses, office furniture centers and snow blower and lawn mower dealers, he added.

Firm also tries to clear way for Capri Communities senior housing

Pabst Farms Development will also try to win approval for a 250-unit senior living community, with planning documents specifying Capri Communities as the operator. The plan would unfold on 24.46 acres between Valley Road and Pabst Farms Boulevard, east of Village Square Drive and west of Village Crossing Condominiums.

The W-shaped parcel is currently earmarked for commercial development within the city's land-use and zoning guidelines, so to accommodate any multi-floor senior living facility, the parcel would need to be rezoned to high-density residential. The requested overlay district essentially is needed to amend the earlier Village Square development that now defines that mostly residential neighborhood, officials said.

"The site is located next to a hotel, bank, coffee shop, grocery store and other commercial uses," Gallo wrote in planning documents. "This is very desirable for an elderly senior housing community."

The Feb. 20 hearing will focus on that zoning adjustment and adjusting the related comprehensive plan, which both require city approval.

Pabst Farms continues to grow in other sections

Two other development plans not scheduled for public hearings this month also reach far in community development, at Pabst Farms specifically.

Pabst Farms Development wants the city to reclassify 24 acres of land now earmarked for business park ideals to commercial. The U-shaped parcel runs along the east side of Highway 67 where the road bends westward between Oconomowoc Parkway and Pabst Road. According to planning documents presented Feb. 6, the concept envisions about a dozen buildings of various sizes and shapes within the development.

Even that high-profile commercial plan pales in comparison to 151 acres of Pabst Farms Town Centre along I-94. Two partnering land owners want to amend the planned development district to help support planning ideas presented previously as concepts.

The acreage is made up of three areas surrounding Fleet Farm, the massive commercial store that's visible from I-94. While commercial development is still in the mix, some plans have also called for other uses — most notably, the 2023 concept by Wingspan Development Group for 171 apartments units and 80,000 square feet of innovation and technology business space.

City not surprised by interest, but plans prompt policy decisions

Combined, the five development plans passing through public channels total 231 acres. In and of itself, that doesn't surprise city officials, including Magnus, especially given the fact that the city required a master plan focused on Pabst Farms' development.

However, development proposals, especially those involving housing, require the Common Council to weigh developers' preferences against those of the community, the mayor said. That means setting policies where appropriate, such as determining just how many apartment complexes should be built to maintain the right mix of available housing.

"I have challenged the council with the idea of, hey, what do you want Oconomowoc to look like 10, 15 and 20 years from now," Magnus said.

He said that it's also important for people to note that, while such plans come to light in public meetings, all proposals are subject to approval and other market forces that could alter their paths.

"Proposed developments do not mean they will be built," Magnus said. "In addition, many of the proposals will take years to build if approved. We analyze the short- and long-term effects of all developments."

Contact reporter Jim Riccioli at james.riccioli@jrn.com.

This article originally appeared on Milwaukee Journal Sentinel: Oconomowoc sees push for new development from Pabst Farms and north