New Land Enterprises’ Goll Mansion Project has a new website and a new name, The Transera.  The company recently unveiled their new website.  Floor plans of units are now available, as well as a proposed amenities list.  The project recently gained approval from the Milwaukee Common Council.

Although only briefly discussed, the most controversial item approved today was the change in zoning for New Land Enterprises’ 26-story condominium tower to be built behind the historic Goll Mansion.

This project has been engulfed in controversy because residents of 1522 on the Lake believe the project will impact their views of Lake Michigan and some citizens have argued that there isn’t solid enough assurances that the Goll Mansion will be preserved.  There was some discussion on the issue regarding the legality of efforts that had been suggested to insure the preservation of the historic Goll Mansion.  Specifically Alderman Michael Murphy ask about the potential of forcing New Land Enterprises to put $1 million into an escrow account, but was informed of the city attorney’s opinion that this wasn’t legal or enforceable.  Although residents entered a petition in opposition of the project that required this resolution to be approved by a super majority of votes, it passed easily.  Alderman Nic Kovac, was the sole Alderman to vote against the change in zoning but made no comments on the floor explaining his vote or appealing for support.  This resolution was passed and now goes before Mayor Tom Barrett for approval.

The only item on this meeting’s agenda was a request from New Land Enterprise for a change in zoning from RM7 to Detailed Planned Development which would facilitate the construction of a 26-story condominium tower on the Goll Mansion property.

Scott Kindness, the lead architect on the project, pointed out that Prospect Avenue is a “melting pot of architectural styles”.  He also indicated that the Goll Mansion would be one of the selling points of the projects and to “think of the mansion as a clubhouse”.  It was pointed out that the current zoning would allow for unlimited height and up to 186 units to be built on this site and that New Land Enterprises is proposing to build a 26-story 35 unit condominium tower that with the exception of some upper level setbacks would meet zoning.  Additionally the development team addressed complaints regarding the 5-story parking garage by explaining the risks involved to the Goll Mansion as well as the need for approximately 125 trucks over eight months to support the possibility of building the parking below grade.

Christopher Kohl, a resident of 1522 On the Lake, started the public comments by saying “it has been said there’s no right to a view” but then indicated he believed that the historic building next door would insure a lower building that would of protected his view.  He then went on to request that the city force New Land Enterprises to put $1 million into an escrow account to insure that restoration work actually occurs on the Goll Mansion.  Alderman Bauman responded to these concerns by asking if the City of Milwaukee has the legal power to make the escrow account part of the zoning change or if the city could dictate the order of development.  Both questions were answered with a “No” and explanation by Assistant City Attorney Gregg Hagopian.

Other residents of 1522 On the Lake spoke in opposition of the project by giving a laundry list of complaints mainly revolving around the preservation of the Goll Mansion.  In response to these issues a letter from Todd Farris, an attorney representing residents of 1522 On the Lake was read into the record.  The letter stated that “better the Goll Mansion is simply taken down”, showing that much of these complaints and concerns regarding historic preservation were hiding the real issue.

Debby Tomczyk, the projects lawyer, explained that unlike many preservation projects that “our project is completely self supporting”.  She also addressed the idea that had been floated to force New Land Enterprises to put $1 million in an escrow account to pay for the restoration of the Goll Mansion by explaining that by entering into a Detailed Planned Development with the City of Milwaukee if the restoration work isn’t completed the City of Milwaukee will not issue occupancy permits.  This made it clear that there is already a financial incentive to complete the Goll Mansion, namely the ability to sell and occupy units in the new tower.

Paul Demcak, the executive director of the Milwaukee Preservation Commission, added that he “still strongly support this project” and that “it’s basically unheard of for a developer to meet these standards” implying that the agreement they had worked out with New Land Enterprises set a high standard.

Once the public comment period was over the committee quickly took the ordinance up to a vote at it was approved 4-0.  It will now go before the full Common Council for adoption.

This Historic Preservation Commission (”HPC”) meeting included agenda items for the high profile projects, The Palomar, The Brewery and the Goll Mansion redevelopment.

Original plans for the Palomar project involved the redevelopment of the Sydney Hih building as part of a new Kimpton Hotel. Over time these plans have changed and now Gatehouse Capitol and Ruvin Development intend to demolish the buildings to a develop new a 22-story building.

Milwaukee resident, David Somerscales, nominated the Sydney Hih building for an interim historic designation that would last 180 days and would give time to determine if this building should be permanently protected. An extended presentation was giving connecting the building to a Dr. Nicholas Senn. Dr. Senn had been a fairly well known doctor who made many medical advances in the late 1800’s. This was relevant because one of the criteria for the nomination of a building is connection with a historical figure. Additionally it was presented that during the 1970’s it became the home to the counter culture, prompting Alderman Bauman to remark that it’s “almost an iconic building of the counter culture”.

There was some questioning regarding the motivations behind the people supporting this historic designation because of their potential ties to the union, UNITE HERE, which is currently negotiating with the developer to insure union workers are employed in the hotel once it is completed. This came to light as Alderman Bauman questioned the occupation of many speakers and he made his feelings clear stating that “I’m also concerned this is another example of the historic preservation process being abused”. Despite that belief and efforts by the development team to show how this building doesn’t qualify for protection, Alderman Bauman went on to say that “it may be moot what the motivation is” indicating his belief that the Sydney Hih building might be a good candidate for historic preservation regardless of motives. This item was held and will be brought back up and the next Historic Preservation Commission meeting.

The Brewery project was requesting a change in the material for a pedestrian walk way that runs along a pocket park and behind some buildings. Mike Mervis, assistant to Zilber Chairman Joseph Zilber, was proposing the project use a colored and scored concrete instead of the salvaged pavers as originally planned. Alderman Bauman was upset over this downgrading and suggested that if a trade-off is to be made that the park should be cut back on as once the sidewalks are paved it isn’t likely they’ll ever be redone with the pavers. Alderman Bauman went on to suggest that “the park can be enhanced incrementally over time”. The meeting became pretty heated when Mike Mervis fired back that “I’m not willing to cut the quality of the park”. It was suggested that the developer at least use the pavers along the park section and not all of the pathway which finally found agreement by both parties.

New Land Enterprises was scheduled to present minor changes to the parking structure of its proposed 26-story tower located behind the Goll Mansion. The changes included using a colored concrete behind the green-screen and adjusting the pattern of the green-screen to mimic that of windows to provide some articulation and so that during the winter the building would appear better than concrete block. Despite that these changes had been worked out with city staff, no action was taken on this item because the meeting had ended abruptly as there was no longer a quorum of commission members.

This meeting was the much anticipated combined City Plan Commission (”CPC”) and Historic Preservation Commission (”HPC”) meeting regarding New Land Enterprises’ development proposal for the Goll Mansion site.  New Land Enterprises was looking for two separate approvals at this meeting to move the project forward.  First a Certificate of Appropriateness (”COA”) from the Historic Preservation Commission and a change in zoning from RM-7 to Detailed Planned Development (”DPD”) from the City Plan Commission.

Scott Kindness, of Kindess Architecture, explained that the existing zoning would allow unlimited height, up to 186 units and a volume of approximately 112,000 square feet.  He showed a variety of renderings and examples that pointed out that the change in zoning request is “basically just a re-allocation of that volume” because under current zoning it would require a building with wedding cake style setbacks so instead they’ve proposed a taller thinner building that would be about 60 feet wide.  He also noted that they have reduced the design by a story and a half since the neighborhood meeting.  The design now calls for a 26-story building with a maximum of 35-units and five levels of parking.  The parking garage would include windows looking into the parking area to lesson the impact on the eastern side.  He also explained that they didn’t design it with underground parking because it would be impractical without access to the site from the east and that underpinning the mansion would likely be unworkable.  Further he pointed out that “if we go down below one level we undermine the structure to the north”.

H. Russell Zimmerman spoke about the historic preservation efforts that will be undertaken in this project.  He pointed out that at one time the site that 1522 On the Lake sits on was home to Governor George Peck’s Manson, so this development proposal saves the Goll Mansion unlike previous high-rise developments.  As he did at the July 17th community meeting he pointed out that there are similar examples of this style of preservation throughout the world, most notably the Villard Houses in New York City.  Specifically the rehabilitation of the mansion would restore the first floor essentially to its original design with the addition of access to the new tower.  The second floor of the mansion will contain two guest suites and possibly a care-taker suite.  The third floor will restore a large meeting room and convert it into a club house or community room.  He also pointed out that they have most of the original barge boards which had been removed by a previous owner and that they were literally saved out of the dumpster.  He made a strong case for the project by stating that the “bottom line, I think this is the greatest possible solution for one of the few remaining mansions on Prospect Avenue”.

Martha Brown, of the Department of City Development (”DCD”), laid out the three parameters specified by the city attorney that HPC should consider as part of the COA’s approval.

1. If the work on the structure will have a negative impact on exterior features.
2. If the connecting structure fits the guidelines and has no negative impacts.
3. If the tower constructed in the “back yard” will have a negative impact on the exterior features.

The city staff made the recommendation to approve the COA if the developer were to meet these requirements.

1. The tuck-pointing is limited to only those areas that need work, that the mortar matches, and that staff reviews the mortar work before it begins.
2. The front porch is rebuilt to its original design.
3. The developer will provide shop drawings of additional features.

Many residents and interested parties spoke out regarding this project, both for and against it.  Randy Bryant, from Preserve our Parks, indicated that New Land Enterprises had met with Preserve our Parks and he in spoke in favor of the project saying that “everything we have requested has been incorporated into the project”.  Kevin Donahue, one of two architects on the City Hall project and a board member of Milwaukee Preservation Alliance (”MPA”), spoke in favor of the project and reminded the audience that “once these buildings are gone, they’re gone”.  Todd Farris, an attorney representing the 1522 On the Lake Condo Association pointed to the historic preservation guideline study report and claimed that regardless of designation of site that HPC has jurisdiction.  He went on to say that “this would violate the constitutional rights of his clients” and that the commission should “rise above the politics because it is inconsistent with their guidelines”.  There were residents who spoke to their concerns regarding the impact to their views, property values, and preservation of the Goll Mansion as well as a long list of people who put their names in as opposed but didn’t wish to speak.  Part of this opposition included Dawn McCarthy, Peter Kovac and Thea Kovac all of which are still involved with a lawsuit between them, the City of Milwaukee and New Land Enterprises.

After hearing hours of public testimony HPC took the issue into the commission for discussion.  Sandra A. McSweeney, an HPC member, spoke in opposition because the parking structure would be higher than the ridge line of the Goll House.  She also didn’t approve of the proposed AC locations on the new tower, thought the connector was to small and “too shed like”, and she didn’t understand how the access from the Mansion would work.  Other HPC members saw value in the project and added their support and comments.  Ann Pieper Eisenbrown, an HPC member, added that “we could continue to let the building to sit” or approve the COA and allow for its preservation to occur.  Sandy Ackerman, an HPC member, added that “I want to save the mansion” and went on to say that “I do believe that the next step would be demolition”.  Indicating her belief that the way to save the Goll Mansion was to support this development because otherwise it would likely be lost.  Alderman Bauman, an HPC member, explained that if they didn’t approve the project, the property owner could apply to demolish the property, and that even the lawyer for 1522 On the Lake admits that “it would be better for 1522 if he just demolished the building”.

Although much of the discussion revolved around historic preservation, New Land Enterprises had worked out a memorandum of agreement between itself and the Milwaukee Preservation Alliance regarding the project so these concerns should of been alleviated and this called into question the true reasons for opposition.  Alderman Bauman went on to say that “all this talk about historic preservation, not by everybody, but by many people this is all phony”, that “most of the argument are smokescreens” and “I’m not sure we heard honest testimony as to why people really oppose this project”.  This line of discussion upset the residents, as audible groan could be heard, but the point he was making was that much of opposition and the discussion around historic preservation was possibly a cover for other motives.

Alderman Kovac spoke neither in opposition or support but mainly wanted a guarantee that if this project was to go forward that the Goll Mansion truly would be preserved.  Boris Gokhman, of New Land Enterprises, explained that the Goll Mansion would be restored as it was “one of the major reason people will buy it”.  Indicating that people buying condos in the development will expect the entrance-way to their condos to be completed and see it as part of their reason to buy.  Further New Land Enterprises agreed to have the memorandum of agreement added as the fourth criteria to the COA.  Ann Pieper Eisenbrown made a motion to approve the COA with the additional condition that the restoration work is consistent with the memorandum of agreement.  The COA was approved with the additional condition with only HPC Member Sandra A. McSweeney voting in opposition.

After the Historic Preservation Commission approved the COA the City Plan Commission took up the DPD.  Whitney Gould started off CPC’s brief discussion saying “I think it is an usually creative solution to a preservation problem” and then she gave a great discussion on how similar preservation projects have happened in many cities around the world.  She made a motion to approve the DPD with two conditions.  First, the architect will work with planning staff to tweak the garage, to hopefully lesson its impact.  Secondly that any significant changes that effect the Goll Mansion itself will go back to HPC.  The DPD was approved and will now go before the Zoning, Neighborhoods & Development Committee.

This project by New Land Enterprises proposes the construction of a 27-story 35-unit condominium development that would activate the Goll Mansion by utilizing it as the development’s lobby.  Controversy flared up at a recent neighborhood meeting over concerns from residents of 1522 On The Lake that some of their view would be blocked and from historic preservation groups that raised concerns about insuring the preservation of the historic Goll Mansion. 

In preparation for the September 15th combined City Plan Commission (”CPC”) and Historic Preservation Commission (”HPC”) meeting New Land Enterprises submitted numerous documents with the intention of receiving a Certificate of Appropriateness (”COA”) and the creation a Detailed Planned Development (”DPD”) for the project.  New Land Enterprises appears to have addressed the historic preservation concerns as the documents provided include a Memorandum of Agreement between New Land Enterprises, the National Trust for Historic Preservation and the Milwaukee Preservation Alliance.  This agreement spells out the terms that insure the preservation of the Goll Mansion in perpetuity if New Land Enterprises is allowed to develop their condominium project according to the terms listed below.

1. The Goll House will be restored in compliance with the Secretary of the Interior Standards for Rehabilitation governing exterior and interior spaces as reviewed by the Milwaukee Historic Preservation Commission and the State Historic Preservation Office, where applicable.  Further repairs and maintenance to the building will comply with the Secretary of Interior Standards in perpetuity as well as describe in the condominium declaration.
2. The Goll House will maintain its traditional connection with Prospect Avenue, appearing from the street as a free-standing building.
3. The Goll House will maintain its integrity of form, with a minimalist soft-connection to the new structure behind the house.
4. The Goll House restoration will include a condition assessment of the original carved bargeboards and appraisal for reinstallation versus replication.
5. The original first floor interior of the Goll House will be retained in its original form and restored to its original condition.  The second floor interior spaces will be restored or rehabilitated.
6. The possibility of having public tours of the Goll House (minimum of once/maximum of four times per year) will be formally investigated as pre-scheduled public access would strengthen the house as a historic community resource; at the same time it would foster pride in ownership of the condominium property owners.  Any tour program will respect the ownership rights and interest of the condominium unit owners and will appropriately address reservations and prior notice, duration of tours, number of participants, drop-off/pick-up and physical impact upon the Goll House.
7. A new structure totaling up to 30 stories, with no more than five stories of above grade parking, will be centered toward the east and rear bluff easement of the property behind and on a diagonal axis from the more northerly position of the Goll House.
8. The location of the new building and the setbacks from the property lines will not vary materially from the preliminary schematic plan attached hereto.  The building tower will rise from the five story parking garage, which will function as a plinth.
9. The open perimeter of the roof deck around the tower will be a terrace atop the garage plinth.
10. The garage base of the structure will be articulated with brick and cast concrete; windows will be used at certain locations to break up the expanse of the facade.
11. Portions of the base will utilize a “green wall” or “live wall” system to screen the view of the garage plinth from Lincoln Memorial Drive.
12. The Prospect Avenue or western garage plinth facade will have horizontal design elements that would provide a minimal (neutral) background for the Goll House serving to frame the house and acting as a backdrop.
13. The tower emerging from the plinth will be stepped back ( approximately as shown on the plan attached hereto) so as to increase openness between adjoining buildings and also increase the backdrop of sky and light falling between neighboring buildings and Prospect Avenue.
14. The setback area along the east property line (between the property line and the base of the garage plinth) will be professionally and appropriately landscaped.
15. The eastern wall of the garage plinth will be enclosed, and being set back from the easement, will not encroach upon the bluff green-way.

In addition to the Memorandum of Agreement New Land Enterprises also submitted floor plans, elevation diagrams, project renderings and other documents detailing their intentions.  Although this development would require a change in zoning to move forward, the Updated Written Narrative explains that with the exception of setbacks at the upper level floors New Land Enterprises believes that this development is consistent with both the City’s comprehensive plan and the site’s zoning.

This development proposal is consistent with the City’s comprehensive plan.  While no specific neighborhood plan for the area has been adopted, the proposed development (excepting only upper story setbacks) is consistent with the existing RM-7 high-density multi-family residential district zoning that applies to the Site and City’s Principles of Urban Design.  Specifically, as recited in such principles, this development will be “Quality housing” in keeping with “Milwaukee’s rich architectural legacy.”  The proposed development, while consistent with the existing RM-7 Zoning, will actually be less dense than that currently permitted by zoning.

For more information on this project all of the documentation has been published on the Department of City Development’s website and can be found here:

• Certificate of Appropriateness Documents
• Detailed Planned Development Documents

New Land Enterprises has made renderings available of their Goll Mansion project.  We’ve reposted them here to continue discussion on the proposed development.

We’d like to give you a sneak peek at our planned high-rise development at 1550 N. Prospect - Milwaukee’s premier lakefront site. This project will only have 2 and 1 units per floor,with direct unit access from the elevator, private amenities such as a swimming pool, state of the art fitness facility, and spa. More importantly, the fully restored Goll Mansion will serve as a world class amenity for the residents of the building and their guests.

As a refresher on the issue, here is what Urban Milwaukee co-author Dave Reid had to say about the development in his first article on the project.

New Land Enterprises’ development of the Goll Mansion property, located at 1550 N. Prospect Avenue, has been in the works since 2005 when New Land Enterprises purchased the property. The current plan is to build a 27-story 35-unit condominium building that would utilize the historic Goll Mansion as the lobby of the condominium building. This plan would add $60 million to the City of Milwaukee’s tax base, enhance the skyline, bring new residents to the city and save the Goll Mansion.

And now for the renderings…

For the sake of simplicity, we ask that you continue discussion of this project on our previous article on the issue.

New Land Enterprises’ development of the Goll Mansion property, located at 1550 N. Prospect Avenue, has been in the works since 2005 when New Land Enterprises purchased the property. The current plan is to build a 27-story 35-unit condominium building that would utilize the historic Goll Mansion as the lobby of the condominium building. This plan would add $60 million to the City of Milwaukee’s tax base, enhance the skyline, bring new residents to the city and save the Goll Mansion.

On July 17th a community meeting was held to give the public an opportunity to hear about the proposal and ask questions. Architect Scott Kindness started with an informative overview of the proposed project and went a step further by attempting to explain the zoning issue. He displayed renderings of a shorter although wider building that could be built within zoning and a preferred option that was taller and narrower that would require the zoning change. He went on to explain that the the preferred design wouldn’t take up any more volume than the current zoning allows but with the change in zoning it would allow them to create a taller thinner structure.

Local historian Russell Zimmerman spoke at length about the history and the specific plans to restore the Goll Mansion. He addressed citizen concerns over building the new structure behind the historic Goll Mansion by pointing out that building a new structure in conjunction with restoration is actually a preferred preservation technique utilized in numerous cites. He compared this project to the preservation of the Villard Houses in New York City which blended the historic structure with a new high-rise now known as The New York Plaza Hotel. Because this project will involve historic preservation work both the Milwaukee Preservation Alliance (”MPA”) and the National Trust for Historic Preservation were collaborated with during the design process. Further it was explained that before this project breaks ground there will be a memorandum of agreement in place to insure the preservation work happens as promised. Alderman Bauman indicated that the City of Milwaukee will do whatever is legally possible to insure this and that as the intentions are to utilize the Goll Mansion as the condominium’s front door and lobby it seems likely these efforts will be completed with the condominium project.

Beyond the historic preservation concerns the audience brought up various additional complaints. Some audience members raised concerns that this $60 million development would hurt their property values, that there’s already not enough parking, and that the proposed development is too close to the bluff. Alderman Kovac got in to the act by responding to some remarks when he stated that “the developer’s track record is relevant” in a clear reference to the New Land Enterprises’ Downer Avenue project. But underling all of these issues was just one issue. Lake views.

The core opposition was mainly composed of residents from 1522 On The Lake and despite other concerns their primary interest came through loud and clear. That they didn’t want their lake view obstructed in any way. One resident went so far to propose an additional option, that the property not be developed at all. This drew applause as no change at all is safe and of course wouldn’t impact their view. But what seemed lost on the discussion was that New Land Enterprises’ could construct a building under current zoning that would actually block more of the view than what they are proposing.

There will definitely be more press and heated debated over this proposal in the coming months but the choice is clear. Help preserve a historic structure and add $60 million to Milwaukee’s tax base or preserve lake views for the residents of 1522 On The Lake?