A section of an underutilized side street in the heart of downtown West Allis could be permanently transformed into a pedestrian plaza through a private investment from a city business owner and funding from the Wisconsin Economic Development Corporation.
The city of West Allis received a $27,931 Vibrant Spaces grant from WEDC, the state’s leading economic development organization, to create a plaza on South 72nd Street on the block immediately north of West Greenfield Avenue.
As a part of a broader effort to revitalize downtown West Allis, the WEDC’s Vibrant Spaces Grant and an investment from Walter Holtz, owner of The Deco, 7140 W. Greenfield Ave., a new event space in downtown West Allis, are funding the plaza project.
The plaza would serve as an event venue and community hub for residents and visitors and be outfitted with outdoor seating, moveable bars, planters and lighting paid for by grant funds and Holtz’s investment.
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On weekends, The Deco would use the space to host a variety of public and private events. Holtz purchased the building that houses his business in October 2017 for $190,000. Constructed in 1936, the building for many years was home to a JCPenney department store. The building has been undergoing a major restoration since Holtz took ownership.
“We’re excited to bring a pedestrian plaza to Downtown West Allis because spaces like these energize the surrounding area,” West Allis Mayor Dan Devine said. “We are very grateful to have partners like the WEDC and The Deco to share our vision and are willing to invest in it. It will bring foot traffic to downtown businesses and build community within the neighborhood. If all goes well this first year, we expect more private investment in the space over the coming years.”
There are no park-like or public gathering areas in the city’s downtown area, just a few benches along Greenfield Avenue, Devine noted.
“It’s so built-out and the sidewalks are narrow,” Devine said. “I go to other communities, like Neenah, where they have these huge, wide sidewalks with outdoor dining and people sitting outside. Then you go down to (Dr. Martin Luther King Jr. Drive) in downtown Milwaukee and you see a very vibrant corridor.”
West Allis can benefit from the plaza as more businesses fill spaces downtown, especially those that sell food and coffee, he said.
“You can get your sandwich, wrap or salad and take it to the plaza and take advantage of the weather and be outdoors,” Devine said.
The area has already been blocked off with bright orange traffic barriers since spring, with several picnic tables situated in the street.
“There will be more improvements in the future,” Devine said. “Right now, it’s more like a pop-up design.”
Holtz has been hosting Wednesday night concerts on the site since spring, and attendance has been strong, Devine said.
The terms of an existing agreement for the pedestrian plaza between The Deco and the city began in May and runs through Oct. 1.
The West Allis Common Council wanted to test out the plaza concept before allowing The Deco to make more permanent improvements to it, said Shaun Mueller, development project manager for the city.
The Deco has used about half of the WEDC Vibrant Spaces grant funds on the space as it currently stands. The remaining grant funds would be earmarked for more permanent improvements to the area if the Common Council approves the plaza, he said.
“We have not yet laid out what that process to go to a permanent plaza would look like,” Mueller said. “The thought is that we will see how the temporary plaza season finishes up, and then get input and that will help inform whatever public policy decision is made from there.”
Devine, who supports making the plaza a permanent fixture, envisions the site becoming similar to the outdoor setup at Kegel’s Inn at South 59th Street and West National Avenue on the east end of West Allis.
He said there have been a few business owners and residents who have expressed issues with the project because of concerns about parking and access to a nearby alley for deliveries.
“But by and large the feedback has been very much in favor of it and very positive,” Devine said.
A permanent plaza would contribute to the ongoing revitalization of downtown West Allis, which has seen the addition of new businesses such as Camino, Aggie’s Bakery & Cake Shop, Su Plus Two Restaurant & Bar and now The Deco, Devine noted.
The Vibrant Spaces Grant program is designed to assist communities in revitalizing underused spaces to build community and attract residents. Through this grant program, communities across the state have been investing in their workforce attraction and small business development by creating inviting, walkable spaces in their downtowns, arterial districts and economic centers.
“Investing in vibrant communities where people want to live, work and raise families is critical to attracting and retaining workers in our state,” WEDC Secretary and CEO Missy Hughes said. “These grants will help communities create new gathering places in thriving downtowns to draw in residents, visitors, new businesses and investments.”
The Vibrant Spaces Grant program is an initiative within WEDC’s Community Development and Investment grant program. Projects were evaluated based on their ability to create visible and pedestrian-oriented public spaces that attract and accommodate multiple users and activities. Successful projects demonstrated that they would benefit the local district, nearby businesses and the community at large. Communities were required to match grant funds and begin construction this summer.
“It’s a good public-private partnership, and it’s a good companion to a lot of the positive changes we’ve seen in our downtown business district,” Devine said of the plaza project.
