The Green Bay Packers announced details on Aug. 20, 2015 for the master plan for the Titletown District, a destination area to be created on approximately 34 acres of land immediately west of Lambeau Field.
Building upon the success of Lambeau Field’s major redevelopment in 2003 and subsequent expansion and renovation completed in 2015, the planned Titletown District will maximize its unique location to attract more visitors to the area, spur additional regional economic growth, offer new amenities to residents and complement the greater Green Bay area’s draw as an excellent location to live, work and play.
Central to Titletown will be a park with year-round, diverse programming that will feature fitness-related activities, cultural opportunities, versatile space for a variety of uses, and festive gameday action. The park’s main attraction will be a sledding hill with tubing lanes and fantastic views of Lambeau Field, located in an area of the park that includes a dynamic ice skating trail and pond. The sledding hill’s slope, beginning at a height of 45 feet, will serve as a roof over two buildings, one of which will house a warming lodge and snack bar on the ground level and event space on the second level, and the other will contain skate and tube rental operations. The skating trail will artfully wind underneath the structure and connect to an open skating area. Ice making, snowmaking and grooming equipment will ensure an extended tubing and skating season in the park. In the warmer months, the hill’s sloped green space will provide a unique area for many activities.
In addition to the sledding hill and skating rink, the four other components of phase one work in Titletown’s park include a plaza, an activity area, a playground and a sports field.
“The park in Titletown will be a wonderful asset for our community, as well as an appealing attraction for visitors and future residents alike,” said Packers President/CEO Mark Murphy. “These updates for phase one reflect the evolved work of our design team, as well as the input from many community stakeholders. We’re excited to see it come to life.”
In total, the sledding hill’s tubing lanes will stretch 300 feet from start to finish. Two buildings will provide the slope for the hill, with the main building housing a warming lodge and snack bar on the ground level and event space on the second level. A second building will contain skate and tube rental operations. The total skating surface area, including the trail and pond area, is 14,200 square feet, with the pond portion approximately the size of a hockey rink.
The plaza, adjacent to Ridge Road, will feature landscaping as well as hardscape and be the location of public art. The area will be programed multiple ways, with festivals and holiday fairs, or simply as a space in which to relax.
The activity area will feature games such as horseshoes, shuffleboard, boccie, ping pong and bean bag toss, as well as other organized options.
The playground will feature dynamic equipment with a Play 60 theme in a setting and configuration that is unique to the community. The 36,000 square-foot area also will have football-specific equipment and a 40-yard dash component.
Three key tenants in Titletown to be integrated around the park will include LODGE KOHLER, a hotel built and managed by Kohler Co., a Bellin Health Sports Medicine Clinic and Hinterland Restaurant and Brewery. These initial tenants will be located on approximately eight acres of land in Titletown. Future development on the remaining 16 acres calls for additional commercial and retail elements, as well as a residential component.
“We’re very excited to share our vision for the Titletown District,” Packers President/CEO Mark Murphy said. “The park, with its size and location near Lambeau Field, will be a draw that is very unique in our area and a wonderful public space for our community.
“Kohler Co., Bellin Health and Hinterland are three great Wisconsin organizations that provide exceptional service in their respective areas. We’re thrilled they will be a part of Titletown. They each will bring more visitors to the area, serve our current residents and add to the draw for our community as a whole.”Targeted completion is set for Fall 2017 for phase one, and planning and construction for the development is ongoing.
The Packers will invest approximately $65 million in Titletown, with a cumulative initial investment by all parties to be between $120-130 million.
Kohler Co. will construct and operate LODGE KOHLER, a proposed Four-Diamond hotel within Titletown on Ridge Road. The new hotel will include a panoramic bar and restaurant, an indoor/outdoor garden pool, spa and fitness facility, and an outdoor area featuring a tented event space. LODGE KOHLER will provide across-the-street lodging for Packers fans, as well as year round accommodations and special experiences for those visiting Titletown.
“Kohler Co. is proud to collaborate with the Green Bay Packers to develop LODGE KOHLER in the new Titletown,” said Executive Chairman Herb Kohler. “The hotel will be our company’s fourth hotel in an iconic location adding to The American Club and Inn on Woodlake in Kohler, Wisconsin, and The Old Course Hotel in St. Andrews, Scotland. The new hotel will offer guests a high level of accommodation, excellent service and unique amenities.
“We are committed to providing our guests who stay at LODGE KOHLER with a level of enjoyment and comfort that matches our company’s mission of contributing to a higher level of gracious living for those who are touched by our products and services.”
Bellin Health, the official healthcare partner of the Green Bay Packers, will operate a nearly 30,000 square-foot sports medicine facility within the Titletown District. The facility will be geared toward injury prevention, performance improvement, and treatment and therapy for injuries. It will include lab, x-ray and MRI, along with sports nutrition and sports psychology services. The clinic will be staffed by longtime Packers team physician Dr. Patrick McKenzie, as well as Dr. Jim Ebben, Dr. James Spears and other sports medicine specialists.
“The proximity of this location to the team’s facilities certainly heightens the level of convenience for Dr. McKenzie and the players needing injury evaluation and treatment,” said George Kerwin, Bellin Health president and CEO. “That being said, the most prominent aspect of our relationship with the Packers has been our shared desire to elevate the health and wellness of the community. This facility is an opportunity to share a magnificent sports medicine facility with athletes of all abilities.
“Through our alignment with the Packers, we are creating a destination for those in need of excellence in sports medicine.”
Hinterland’s new facility will be 20,000 square feet, nearly four times larger than the current Green Bay restaurant and brewery. It will feature a main floor brew pub and restaurant experience that pairs farm-to-table culinary experiences with gameday specialties. To engage the Titletown District’s park, the exterior walls will be retractable for outdoor experiences – complete with heated concrete and heat lamps for the ultimate tailgating, event or concert environment. The restaurant’s upper level will host an intimate 50-75 seat restaurant featuring Hinterland’s signature Green Bay culinary experience; and also have rooms for private events. The brewery will produce 20,000 bottles annually and have tours and tasting rooms for guests to learn about Hinterland and its unique approach to craft beers and the art of brewing.
“This is a big day for us,” said Bill Tressler, owner and creator of Hinterland restaurant and artisanal brewery, on the day of the announcement. “My wife, Michelle, and I have been brewing for over 20 years and pairing our beer with exceptional food in our restaurant. This new location, across from Lambeau, will allow us to expand our brewing operation and create a craft beer experience that is unique to Hinterland and will wow our guests.”
Working with the Packers on the Titletown District are Sterling Project Development (SPD), a real estate advisory firm that provides project/development management services for developers; ROSSETTI, a global architectural design and planning firm with a portfolio of showcase properties spanning sports and entertainment, interiors, hospitality and retail; and Biederman Redevelopment Ventures, a firm that creates, redevelops, and operates parks, public spaces, and neighborhood streetscapes.
“A tremendous amount of research and planning has gone into the development of the Titletown District and the Packers are appreciative of the excellent work our partners have provided,” said Murphy. “We’re looking forward to our vision becoming reality, as well as the valuable assistance we’ll continue to receive from these firms as the entire development is completed.”
* * *The Kohler Co. Hospitality & Real Estate profile includes Destination Kohler, anchored by The American Club – the first and only Five-Star hotel in Wisconsin – and world-renowned championship golf venues Whistling Straits and Blackwolf Run which have hosted six Major championships. The American Club resort hotel is one of only 48 hotels in North America to have both the Forbes Five-Star and AAA Five-Diamond distinctions. Its Kohler Waters Spa is the first and only Five-Star spa in Wisconsin and one of 48 spas worldwide to hold this distinction. The resort also features the charming mid-priced Inn on Woodlake, 12 dining establishments from the elite Immigrant to pub fare at Horse & Plow. The resort is located in the Village of Kohler, Wisconsin, one hour south of Green Bay, one hour north of Milwaukee, and two and a half hours north of Chicago.
Kohler Co. also owns and operates The Old Course Hotel, Golf Resort & Spa in St Andrews, Scotland, recognized as one of the most luxurious resorts in the world. The hotel stands aside the 17th fairway of the Old Course overlooking the North Sea, which hosted the 2010 and 2015 Open Championships. Just behind the 18th hole, Kohler Co. recently completed the renewal of Hamilton Grand, 26 of the world’s most unusual apartments. More information is available online at www.LODGEKOHLER.com.
Bellin Health, www.bellin.org, is an integrated healthcare delivery system based in Green Bay, Wis. It has serviced people in Northeast Wisconsin and Michigan’s Upper Peninsula since 1908. Bellin Health has more than 3,500 employees and is known for its emphasis on preventive healthcare and is the region’s leader in cardiac, orthopedics, sports medicine, digestive health, mental health, and primary care medicine. It is comprised of Bellin Hospital, Bellin Psychiatric Center, 31 Bellin Health primary care physician clinics, and several retail health clinics known as Bellin Health FastCare. Bellin also operates Bellin Health Partners, a physician-hospital organization with more than 150 specialty physician members, Bellin Health Oconto Hospital, a critical care access hospital in Oconto, Bellin Fitness, and Bellin College.
Hinterland operates a restaurant in Green Bay as well as in Milwaukee. Bill and Michelle Tressler also own and operate the Whistling Swan in Fish Creek, Door County. Hinterland beer is a brand of the Green Bay Brewing Company. The brewery currently offers eleven distinct beers with six selections throughout the year. Seasonal and limited release options vary in availability allowing for the company to continue to offer new craft beer experiences. The company expects to run all operations out of the new location across from Lambeau Field by Spring 2017.
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