An upscale apartment tower planned for Milwaukee's east side is facing questions from nearby residents who got their first look at the project plans during a Thursday night community meeting.

The 25-story, 310-unit high-rise is planned for parking lots along North Farwell Avenue, south of East Curtis Place. Those lots are located behind the Mexican consulate and the historic Renaissance Place building, at 1443 and 1451 N. Prospect Ave.

New Land Enterprises LLC is seeking a zoning change to accommodate the project. That will undergo review by the Plan Commission and Common Council, with the commission hearing tentatively set for March 27.

The community meeting, held at Renaissance Place, was a chance for neighborhood residents to take a look at the plans, provide feedback and ask questions. The design is conceptual and subject to change, said Tim Gokhman, New Land's managing director.

Ald. Jonathan Brostoff, whose district includes the project site, told the group that converting a parking lot into a large commercial development that generates a significant amount of property tax revenue "is generally a good thing."

Dozens of residents attended the meeting, where questions and comments covered such topics as why developments firms focus more on high-end apartments instead of affordable units and how the tower's construction might overlap with another nearby high-rise project that's in the works.

But parking was the main topic, with some residents indicating that the apartment's parking structure would be too large and others saying more parking spaces are needed.

The project would include seven floors of 440 heated, indoor parking spaces and 26 additional covered parking space as well as indoor bike storage.

Other amenities would include a rooftop terrace and pool, indoor/outdoor club room, fitness center, golf simulator, co-working space, pet grooming room and car wash station.

The tower would mainly feature 195 one-bedroom units, along with 33 studios, 49 two-bedroom units and 33 two-bedroom units with dens, according to New Land. Monthly rents will average around $2,400.

Also, New Land wants to revive the 20,000-square-foot Renaissance Place building with a new use – such as an events venue or a social club with co-working space. Renaissance Place, an events venue, shut down in 2022 after 35 years of operations.

The building was constructed in 1907 as First Church of Christ, Scientist, according to the Wisconsin Historical Society.

Gokhman said he hopes New Land can begin construction on the high-rise by January 2024.

New Land's tower would be within a couple blocks of a 25-story, 192-unit apartment tower that Madison-based Willow Partners LLC plans to begin building this summer at 1550 N. Prospect Ave.

That $69 million project, which includes moving the historic Goll House, is to be completed by spring 2025.

Tom Daykin can be emailed at tdaykin@jrn.com and followed on Instagram, Twitter and Facebook. 

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This article originally appeared on Milwaukee Journal Sentinel: East side apartment tower plan faces questions from nearby residents