Middleton Market Developers Not Deterred by Delay

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Kevin Murphy

MIDDLETON–Delayed by not deterred, the co-developer of the Middleton Market looks forward to leasing apartments by February and opening the area’s “first of its kind” food hall/market later next summer.

The approximately $42 million mixed-use development at 7622 Lisa Lane, displaces the Bowling Green baseball diamonds on the city’s north side. However, it will add a European-style food hall and 263 apartments, said Robin Pharo, owner of Treysta Group, which is co-developing the project with Cardinal Capital Management.

The COVID pandemic slowed construction progress this year as limitations were put on the number of workers at the site and materials were in short supply, but Pharo hopes having an effective vaccine should help restore the economy next year.

“The food hall market vendors are on hold due to COVID. A bunch had signed up but…no one is making firm commitments, everyone is waiting for the restrictions and COVID to be gone,” she said. 

The food hall and market would be the area’s first and is inspired by European markets where shops and stalls offer “high quality, chef-driven prepared foods, make-at-home food supplies and other related products,” according to Middleton Market’s Facebook page.

Restaurants, hard hit by the pandemic, have been interested in offering food in this novel approach, Pharo said. It may be a venue that helps them through the rest of the COVID crisis.

The first of the project’s two buildings is scheduled to be completed this spring with half of the apartments available for occupancy by April or May. 

Construction of the second building has been delayed a few months but will include the 12,000-square-foot food market and 11,000-square feet of retail/office space.

Medical offices, a wood-fired pizza grill, a candy store and backers of a brewery are interested in space in the second building which should be completed this summer, Pharo said.

A design change to the edge of the building, influenced by COVID-19, adds full garage doors to allow indoor/outdoor dining, more than customary in Wisconsin, she said.

Standard and two-story apartments are being offered and all will have Smart Technology for energy efficiency with heating and cooling controls accessible via a smart phone. 

Roof-mounted solar panels will produce electricity for use on site.

There’s also a central welcome center, fitness center including spin and yoga facilities, sauna and showers. Amenities also include, a library/co-working space, pet spa and exercise area, electric car charging stations, bike storage and workshop area, sports simulator room, on-line gaming and movie room.

The project, which been under consideration since 2017, has renamed its apartments a few times since then. From Middleton Market, to Dwell and now Aviary at Middleton Market. Pharo said one change was necessary because another project had the name first, but Aviary was finally selected because it fit the bird qualities of her first name, Robin, and Cardinal Capital, too.

The city council approved developer-financed Tax Incremental Financing assistance at about $10.1 million for the project, according to Abby Attoun, the city’s director of Planning and Community Development.

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