Greenway Station Developer Proposes Luxury Apartment Building

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Cameron Bren
The developer who built Greenway Station, Jeff Strauble, has proposed a 12 to 14 story, luxury apartment building on the east side of Pleasant View Road, across from the golf course. Above is a footprint of the project.

MIDDLETON–The developer behind Greenway Station, Jeff Strauble, is proposing a 12 to 14-story residential development on the east side of Pleasant View Road tucked between the Pleasant View Golf Course and Greenway Boulevard. The plan commission reviewed the conceptual proposal at its Oct. 8 meeting.

Joe Lee from JLA Architects provided an overview of the proposal. He pointed out that the initial concepts for a multi-family development at this location were four to five stories with about 250 units. He said because of a bike path constructed across the southeast portion of the site, the topography and road constraints, they needed a design with a smaller footprint.

To keep the density they would need five or six stories, according to Lee. Because that necessitates a different type of construction used for taller buildings it makes sense economically to go higher, he said. 

The development would also have three layers of underground parking. Lee the underground parking will help maintain green space. They are currently mapping the bedrock and will need blasting to remove some of it. 

The estimated completed value is approximately $50 million. The developer plans to request tax increment financing (TIF) assistance for about $5.7 million for the second and third levels of underground parking.

The building would feature a large deck and patio area with a pool on the back of the building facing Greenway Center. Lee said the design has yet to be worked out completely.

The bike path that intersects the property at the south end of the site would remain unchanged. There would be a dog running area and open green space along the bike path that could be designed however city sees fit, Lee said.

“It would be a very dramatic development and a real symbol for the city and catalyst for density,” Lee said. 

Lee said the exterior concept is a prairie aesthetic with Frank Lloyd Wright influences. Internally, still layout is still in the planning phases, but would be a mix from junior one-bedrooms up to large three bedrooms.

“There is a good mix that will appeal to a wide variety of people and income levels,” Lee said.

Jim Stopple of Madison Property Management, which would manage the building, said that Strauble developed Greenway Center, built the Trade Center, and constructed three hotels within Greenway. He said Jeff Strauble is an iconic name in Middleton. 

“Jeff Strauble is not a neophyte developer that’s coming Middleton to make his first $5 million and not care about what he develops and what he puts in here,” Stopple said. 

He said the city has an opportunity to create density with the project.

“The City of Middleton only has so much land, I think land is the most precious commodity you have if you are ever going to hope to develop and build and grow,” Stopple said. “Twelve to 14 stories is an absolute fantastic number. I just shudder when I see the three or four or five stories because we are wasting so much land for the type of development you could eventually get.”

Plan commission member Kurt Paulsen said he liked how the development is close to a lot of jobs in Greenway Center.

He said if the developer is planning to make a TIF request they may want to consider adding sustainability features.  

He also asked if there would be a possibility of converting to apartment units to condos. Stopple said that was not the intention at this point but the units would meet the requirements to be converted to condos.

Paulsen asked that the architect have renderings of the view from the golf course, PPD’s parking lot and other surrounding residences when returning to the plan commission. 

“As you know, as soon as people hear 14 stories, it is a bit mind-blowing,” Paulsen said.

Stopple said it should be noted that the tree line should cover the first 80 feet. 

Paulsen asked Stopple to make the case for the demand for the project. Stopple said that Madison Property Management has around 5,000 units under management and a very low vacancy rate.

“Our demand far exceeds our supply and the greatest need is for quality housing,” Stopple said.

Businesses like Exact Sciences, Google, Epic and ancillary businesses are driving the demand Stopple said. 

“These businesses are coming to Madison because of our housing, our great university and the work ethic we have in the Midwest,” Stopple said. “We are going to need more housing for these people or they are going to go elsewhere.”

Plan commission member Michael Slavish said he believed there were mature oak trees around the site and if the intention was to preserve those. Stopple said that would have to be worked out with the parks department but they would not remove any trees not necessary. 

Mayor Gurdip Brar asked what the starting rent would be. Stopple said a lower level junior one-bedroom would be from $1,200 to $1,400. Stopple said those units would have the amenities of the rest of the building including a courtyard, rooftop terrace.

Plan commission member Leif Hubbard made motion to refer the concept to Parks, Recreation, and Forestry Commission, and to Conservancy Lands Commission. The motion passed unanimously. 



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