A longtime family recreation center in Greenfield has closed and a $59 million, 257-unit residential development is being proposed for the location just west of Konkel Park.
Milwaukee-based Ogden & Company is proposing to construct a two-building, market-rate multi-family development at 5401 W. Layton Ave., according to Greenfield Community Development Manager Kristi Porter.
A representative for River Falls could not immediately be reached for an interview. An outgoing voicemail message said the business had closed.
The business was no longer able to operate due to health and family issues and wanted to sell the land for a project that would benefit the community as a whole, according to city documents.
River Falls featured miniature golf, batting cages and an arcade, according to its website, with a mission to provide guests with “quality, wholesome family entertainment.”
The Greenfield Plan Commission will review a conceptual plan for the proposed development at its meeting May 10.
Greenfield mayor disappointed to see River Falls Family Fun Center close
Greenfield Mayor Michael Neitzke said he’s sad to see River Falls close its doors.
“It’s been a part of our community for decades,” Neitzke said in an email. “I think that many people in the community may have strong feelings with the thought of replacing it with apartments. Certainly those feelings are enhanced further with the great improvements to Konkel Park next door.”
Neitzke said the property is zoned commercial and permitted commercial uses can go there.
Apartments, he said, would require a change in zoning, which requires a public hearing.
“I suspect the public will not hold back its thoughts on the proposed change,” Neitzke said.
The development would contain a mix of unit types and styles
Project Verde, as it’s named in Ogden’s proposal, would consist of two four-story buildings featuring approximately 205,000 square feet of living space.
The 257-unit development would feature a multitude of unit types and styles to “cater to a growing, varying pool of renters who are exiting cities and urban life for a more suburban atmosphere that still provides the amenities of urban living,” according to the proposal.
There would be a mix of studio, one-bedroom, one-bedroom + den, two-bedroom and three-bedroom units.
A total of 411 parking spaces would be provided, 282 of which would be underground.
As a nod to River Falls and its history of providing fun, safe activities for people to enjoy together, Project Verde would offer a substantial package of amenities to draw in quality tenants and ensure that they are able to work, live and play in the space, according to the proposal.
Amenities would include a pool, pickleball courts, a dog run area, outdoor grilling stations, poolside cabanas, firepits incorporated into the green spaces, golf simulators, and private workspaces for tenants.
What are the project’s next steps?
At the May 10 meeting, Ogden will seek support for the conceptual plan.
The plan commission does not vote on the plan, but rather provides guidance to the applicant on whether the modification to the use and zoning of the parcel is something the commission would support.
If commission members do support it, Ogden could bring final site, landscaping and architectural plans, along with a formal application to rezone the parcel, to the plan commission in July and the common council in August.
A senior living apartment was proposed at the site two years ago
This is not the first time a residential development has been proposed for the parcel.
In 2020, Horizon Development Group proposed a two-building, 100-unit housing development containing a three-story, 86-unit senior apartment community and a two-story, 14-unit non-age-restricted townhome building.
But the proposal didn’t gain traction. It never went further than the conceptual plan review stage in September 2020, Porter said.