HomeMy WebLinkAboutOshkosh_Downtown_Redevelopment_Plan_2024DOWNTOWN REDEVELOPMENT PLAN
Oshkosh, Wisconsin – May 28 , 2024
TABLE OF CONTENTS
Downtown Context 1
Redevelopment Plan 2
Improvement Types 5
Landscape Improvements 6
Catalyst Site – Town Motel Redevelopment Block 8
Catalyst Site – Flexible Parking/Event Space 9
Catalyst Site – North Main Street Public Gathering Space 10
Catalyst Site – Opera House Square Expansion 12
Catalyst Site – City Center Redevelopment Block 14
Lake Michigan
Green Bay
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CITY OF OSHKOSH
CENTER CITY
FOND DU LAC
SHEBOYGAN
MANITOWOC
GREEN BAY
SHAWANO
CLINTONVILLE
SEYMOUR
CHILTON
NEW LONDON
APPLETON
SHERWOODMENASHA
NEENAH
Lake
Winnebago
The City of Oshkosh is in the heart of Wisconsin’s Fox
River Valley, along the I-41 corridor, and within the triangle
of Green Bay, Madison, and Milwaukee. This “triangle”
region contains more than 2 million people. Oshkosh is
24 square miles with an estimated population of 65,948
residents (2022 American Community Survey population
estimates).
The Downtown study area includes Oshkosh’s downtown
and historic core. The main spine of the study area is
North Main Street, which spans from Irving Avenue
on the north to the Fox River on the south. The study
area extends west to Jackson Street and east to Broad
Street. The boundaries of the study area were designed
to focus on mixed-use, commercial, and employment
districts within the heart of the community. Surrounding
residential neighborhoods, while critical to the health of
the Downtown, have their own unique set of investment
challenges and are being addressed through separate but
complementary neighborhood planning efforts.
DOWNTOWN CONTEXT
CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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FOX RIVER
C i t y o f O s h ko s hDOWNTOWN REDEVELOPMENT PLAN
1. Mixed-use development along North Main
Street with infill residential development
along Jefferson Street.
2. Improve parking lot landscaping.
3. Mixed-use development.
4. Parking lot improvements with flex space
for expanded Farmers' market and outdoor
events (see pg 9).
5. Consolidate properties to expand YMCA
parking lot and accommodate open area.
6. Explore residential infill including
townhomes, duplexes, and apartments.
7. Remove parking spaces to include a
Main Street pocket park (see pg 10).
8. Convert surface parking lot to mixed-use
development with a shared parking deck.
9. Consolidate existing parking lots,
incorporate landscape improvements, and
reduce redundant access points.
10. Remove outdated bank canopy/kiosk to
expand parking options and improve
perimeter landscaping.
11. Consider substantial improvements to
under-performing building and/or consider
consolidating block to create a larger
redevelopment opportunity.
12. Consolidate three blocks to create a
significant central gathering area in the heart
of Downtown (see pg 12).
13. Explore multiple options for this site. 1)
Retrofit current building to accommodate
more flex spaces including office,
commercial, restaurant, residential, etc. 2)
Demo existing mall building to set the stage
for redevelopment (see pg 14).
14. Incorporate planned Transit Depot
improvements.
15. Consolidate parcels to reconstruct
City-owned parking lot and incorporate
outdoor dining. Parking here can be used to
support the expanding Downtown
plaza/open space.
16. 6-Story multi-family infill development.
17. Improve perimeter landscaping adjacent
to Algoma Boulevard and High Avenue.
18. Multi-family infill development.
19. Town Motel infill residential and
commercial redevelopment. Maintain
recently improved gas station at the corner
of Jackson Street/Pearl Avenue (see pg 8).
20. Consolidate parcels based on
Oregon/Jackson Street bridge and
intersection improvements. Infill residential
and commercial development.
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FOX RIVER
C i t y o f O s h ko s hDOWNTOWN REDEVELOPMENT PLAN
1. Mixed-use development along North Main
Street with infill residential development
along Jefferson Street.
2. Improve parking lot landscaping.
3. Mixed-use development.
4. Parking lot improvements with flex space
for expanded Farmers' market and outdoor
events (see pg 9).
5. Consolidate properties to expand YMCA
parking lot and accommodate open area.
6. Explore residential infill including
townhomes, duplexes, and apartments.
7. Remove parking spaces to include a
Main Street pocket park (see pg 10).
8. Convert surface parking lot to mixed-use
development with a shared parking deck.
9. Consolidate existing parking lots,
incorporate landscape improvements, and
reduce redundant access points.
10. Remove outdated bank canopy/kiosk to
expand parking options and improve
perimeter landscaping.
11. Consider substantial improvements to
under-performing building and/or consider
consolidating block to create a larger
redevelopment opportunity.
12. Consolidate three blocks to create a
significant central gathering area in the heart
of Downtown (see pg 12).
13. Explore multiple options for this site. 1)
Retrofit current building to accommodate
more flex spaces including office,
commercial, restaurant, residential, etc. 2)
Demo existing mall building to set the stage
for redevelopment (see pg 14).
14. Incorporate planned Transit Depot
improvements.
15. Consolidate parcels to reconstruct
City-owned parking lot and incorporate
outdoor dining. Parking here can be used to
support the expanding Downtown
plaza/open space.
16. 6-Story multi-family infill development.
17. Improve perimeter landscaping adjacent
to Algoma Boulevard and High Avenue.
18. Multi-family infill development.
19. Town Motel infill residential and
commercial redevelopment. Maintain
recently improved gas station at the corner
of Jackson Street/Pearl Avenue (see pg 8).
20. Consolidate parcels based on
Oregon/Jackson Street bridge and
intersection improvements. Infill residential
and commercial development.
PG 88
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PG 88
Opera
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NORTH05001,000
1" = 500'
250
Redevelopment Sites
Landscape Improvements
Catalyst Sites
Improvement Type Legend
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DOWNTOWN REDEVELOPMENT PLAN | CITY OF OSHKOSH
Prepared by Houseal Lavigne
Redevelopment SitesSee pages 2-3
Redevelopment sites consist of vacant parcels, underutilized
properties, and/or surface parking lots where redevelopment
would have a significant positive effect on the appearance
and functionality of the surrounding area. The City should
actively work with property owners and developers to
position these identified sites for new development.
Landscape ImprovementsSee pages 6-7
Landscape improvements can transform existing parking
lots into inviting spaces that are visually appealing.
Strategically located landscape improvements act as
natural buffers, enhance privacy for adjacent properties,
and minimize noise pollution and visual clutter. Beyond
beautify parking lots, these improvements will reduce
driveway access points to reduce pedestrian conflict zones,
ensure safer sidewalks connections, and promote a more
pedestrian-friendly environment in Downtown parking lots.
Catalyst SitesSee pages 8-14
Catalyst site opportunities can stimulate economic
growth, attract new businesses, and provide opportunities
for additional housing to support the growing demand
for residents in the Oshkosh area. Recommendations
and improvements provided on pages 8-14 support the
desire to create a more vibrant and attractive Downtown,
establish focal points for community gatherings, events,
and cultural activities, and attract more visitors to
increase foot traffic and sales for local businesses.
IMPROVEMENT TYPES
DOWNTOWN IMPROVEMENT RECOMMENDATIONS
CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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LANDSCAPE IMPROVEMENTS
DOWNTOWN IMPROVEMENT RECOMMENDATIONS
600 N Main Street
311 Division St
Existing Conditions
Existing Conditions
1 5’ perimeter landscaping that includes canopy
trees and shrubs
2 Reduce driveway width to improve pedestrian
experience
3 5’ perimeter landscaping with evergreens to
provide a screen between the parking lot and the
residential neighborhood east of Jefferson Street
4 Additional access point to Parkway Avenue to
improve parking lot functionality and connectivity
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1 Repave deteriorating parking lot and improve
parking lot circulation
2 Maintain existing alley access to Division Street
3 5’ perimeter landscaping that includes canopy
trees and shrubs to buffer adjacent property
4 Incorporate parking lot landscape lot island
5 Additional canopy trees in landscape beds along
Algoma Boulevard
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DOWNTOWN REDEVELOPMENT PLAN | CITY OF OSHKOSH
Prepared by Houseal Lavigne
200 Waugoo Ave/204 Waugoo Ave/219 Washington Ave/216 Waugoo Ave
300 N Main Street/318 N Main Street
Existing Conditions
Existing Conditions
1 Repave deteriorating parking lot and improve parking lot
circulation
2 Eliminate excessive driveway widths
3 Incorporate interior parking lot landscape lot island
4 Consolidate multiple parking lots to create a more
cohesive and functional parking lot
5 5’ perimeter landscaping that includes canopy trees and
shrubs
6 Additional perimeter landscape areas with canopy trees
along Waugoo Avenue and Court Street
1 Remove outdated bank canopy/kiosk and reconfigure
parking lot
2 Eliminate redundant curb cut access to accommodate
more additional landscaping and connected sidewalk
3 Incorporate parking lot landscape lot island
4 Additional canopy trees in landscape beds along State
Street and Washington Avenue
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CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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TOWN MOTEL REDEVELOPMENT BLOCK
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – CATALYST SITE
Existing Conditions
1 Maintain recently improved gas station at the corner of Jackson Street/
Pearl Avenue
2 Infill Multi-family redevelopment
3 Remove Town Motel and consolidate adjacent properties for potential
mixed-use development – Buildings should be brought to the street with
parking in the rear supported by surface parking or parking decks (the
City is open to renovating or rehabbing the Town Motel building)
4 Infill office/flex space
5 Recently renovated Rhyme office building
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DOWNTOWN REDEVELOPMENT PLAN | CITY OF OSHKOSH
Prepared by Houseal Lavigne
FLEXIBLE PARKING/EVENT SPACE
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – CATALYST SITE
Existing Conditions
1 Multiple purpose shelters for events and public gatherings
2 Reconfigured parking lot dedicated to local restaurants and businesses
that can be used for potential events (85 existing parking spaces vs. 81
proposed parking spaces)
3 Perimeter landscape areas with canopy trees along Main Street and
Division Street
4 Incorporate parking lot landscape lot island
5 Flexible parking options for potential food truck parking
6 Formalize “Greetings from Oshkosh Mural” photo destination area
7 Install landscape edge along sidewalk to buffer private parking lot
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CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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NORTH MAIN STREET PUBLIC GATHERING SPACE
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – CATALYST SITE
Existing Conditions
1 Convert existing parking to North Main Street gathering space
2 Expanded hardscape area for outdoor dining and seating
3 Dedicate sidewalk for access to parking in the rear of the buildings
4 Canopy trees in open planting beds
5 Shrubs and evergreens to screen adjacent parking area
6 Raised planters with small-scale landscaping surrounded by seatwalls
7 Maintain existing floral mural
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DOWNTOWN REDEVELOPMENT PLAN | CITY OF OSHKOSH
Prepared by Houseal Lavigne
NORTH MAIN STREET PUBLIC GATHERING SPACE
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – INSPIRATION
CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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OPERA HOUSE SQUARE EXPANSION
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – CATALYST SITE
Existing Conditions
1 Amphitheater for concerts and events with existing sundial (an overhead
shelter should be incorporated into the amphitheater for performers)
2 Fountain and/or splash pad
3 Canopy tree-lined paths surrounded by open lawn area
4 Flex surface for winter ice skating and summer skating – Consider
incorporating temporary ramps and structures during summer months
5 Outdoor venue space for on-premise rentals –could support a local café
6 Relocate Bull Run statue
7 Enhance street design along Market Street – Ideal location for temporary
food truck parking during events/public gatherings
8 Strengthen connection to existing property to the south – This is the
primary access point to the Fox River
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DOWNTOWN REDEVELOPMENT PLAN | CITY OF OSHKOSH
Prepared by Houseal Lavigne
OPERA HOUSE SQUARE EXPANSION
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – INSPIRATION
Expanding Opera Square plaza by consolidating three
City blocks can stimulate economic growth by attracting
visitors, creating business opportunities, and fostering a
vibrant, inclusive environment in Downtown Oshkosh. A
larger public plaza provides a focal point for community
events. It becomes a versatile space for gatherings, fes-
tivals, markets, and cultural activities, encouraging social
interaction and community engagement. A well-designed
and active public plaza becomes an iconic element of the
city. It can serve as a significant destination that residents
and visitors associate with Downtown Oshkosh, enhanc-
ing its attractiveness and cultural significance.
An inviting plaza with diverse programming options
attracts more visitors, benefiting nearby businesses by
increasing foot traffic. Events such as farmers’ markets, art
exhibitions, concerts, or food festivals can draw crowds
and support local businesses stimulating economic
growth. Programming options for the public plaza can vary
widely including the following:
|Live Performances. Concerts, theater productions,
dance performances, or open mic nights can entertain
and draw diverse audiences.
|Cultural Festivals. Celebrations of diverse cultures,
food festivals, or art exhibitions can showcase local
talent and promote inclusivity.
|Fitness and Recreation. Yoga sessions, fitness
classes, or recreational activities cater to health-con-
scious individuals and families, promoting an active
lifestyle.
|Seasonal Events. Holiday markets, seasonal fairs, and/
or themed events can capitalize on specific times of
the year.
|Food Trucks and Vendor Opportunities. Encour-
aging food trucks or providing space for local vendors
during events can create business opportunities and a
diverse culinary experience.
|Retail Pop-ups and Artisan Markets. Temporary
retail spaces or markets can showcase local artisans
and small businesses, fostering a vibrant marketplace
atmosphere.
CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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FOX
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CITY CENTER REDEVELOPMENT BLOCK
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – CATALYST SITE
Existing Conditions
1 Mixed-use development with commercial/service uses fronting the
riverfront and public plaza areas
2 Provide outdoor dining opportunities along the Fox River
3 Consolidate parking (surface or parking decks) and screen from public
roads where possible
4 Incorporate public green space and open lawn areas
5 Provide clear and easy access from Opera Square Plaza (and all of
Downtown) to the riverfront
6 Maintain existing building (4imprint)
7 Strengthen connection to existing property to the south – This is the
primary access point to the Fox River
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DOWNTOWN REDEVELOPMENT PLAN | CITY OF OSHKOSH
Prepared by Houseal Lavigne
CITY CENTER REDEVELOPMENT BLOCK
DOWNTOWN IMPROVEMENT RECOMMENDATIONS – INSPIRATION
The following factors should be considered as the City
continues to evaluate the best approach for the City
Center property:
|Demolition could set the stage for future redevel-
opment projects that can better suit the needs of
the community (i.e. mixed-use, green space/public
gathering areas, and/or riverfront redevelopment).
|Removing the outdatedand underutilized mall can
improve the overall visual appeal of the property.
|Redeveloping the mall property can attract new busi-
nesses, create new job opportunities, and potentially
increase property values in the surrounding area.
|Demolition could displace existing businesses within
the mall. The City should consider efforts to mitigate
these impacts through relocation or support programs,
if feasible.
|The process of demolishing and redeveloping a site
can be costly and time-consuming. There might be
challenges in securing funding, navigating regulatory
hurdles, and adhering to timelines.
|Some community members may have sentimental
attachments or historical connections to the mall.
Demolition could face opposition from those who value
its history or significance, requiring careful community
engagement and communication.
Below are three options the City should consider:
|Option 1. Maintain current building and parking
configuration. A key challenge with this approach is ret-
rofitting the current building to meet current build-out
requirements for retail/commercial, restaurant, office,
and residential uses.
|Option 2. Conduct a thorough assessment of the City
Center Mall and parking deck to identify portions of
the building/parking that should remain. This “phased”
approach for partial redevelopment will allow more time
for the property owner and/or City to generate interest
in investment opportunities for future infill opportunities.
The City is interested in preserving the City Center
Tower if possible.
|Option 3. Remove the City Center building and parking
to set the stage for a larger redevelopment opportunity.
In this option, all existing buildings, surface parking
and parking decks, and hardscape areas have been
removed. The only two components to remain are
the 4imprint building along Commerce Street and the
City-maintained parking deck along the Fox River. This
option is visualized on page 14.
CITY OF OSHKOSH | DOWNTOWN REDEVELOPMENT PLAN
Prepared by Houseal Lavigne
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