Jeramey Jannene
Eyes on Milwaukee

New Tower Planned For East Side

Goll Mansion site could see new high rise.

By - Apr 12th, 2022 08:23 pm
1550 N. Prospect Ave. Renderings by Kahler Slater.

1550 N. Prospect Ave. 2017 renderings by Kahler Slater.

A new tower could be coming to Prospect Avenue.

Madison-based Willow Partners acquired the Goll Mansion site, 1550 N. Prospect Ave.

Willow’s project is expected to be a modified version of a previously-approved, 27-story building. That proposal, known as 1550, was approved in 2017 after a series of contentious zoning hearings. It was to include 192 apartments.

“It is our intention to bring a slightly revised plan forward that will increase positive externalities to the city and the neighborhood,” said Willow managing partner Christopher Houden Jr. via email.

Houden’s name might seem familiar to observers. It was his father, Chris Houden, who secured approval for the initial building.

“We are excited to continue our investment in the City of Milwaukee and hope to bring an excellent addition to the Milwaukee skyline,” said Houden Jr., while declining further comment.

The 0.64-acre site, located between E. Albion St. and E. Brady St., is currently occupied by a 10,750-square-foot house. Built as a single-family residence for Frederick Goll, it’s been used as an office building since 1950 and is currently vacant.

A series of proposals from New Land Enterprises, Dominion Properties and Houden’s DCH Properties all were planned to keep the house, with Houden’s calling for the house to be moved forward to create a larger development site overlooking the lake. The house is locally historically designated.

The elder Houden, through Goll Mansion LLC, acquired the property for $1.6 million in 2016. It was sold to Willow 1550 LLC, which paid $2.87 million for the property according to state records.

The city’s online records system does not show any zoning requests pending for the project.

The detailed planned development (DPD) zoning designation for the site applies to the property, and not to a specific owner, so Houden Jr. could build the 2017 version of the tower without further legislative approvals. Modifications to the proposal could take the form of an entirely new DPD or what DCD labels a “minor modification” to an existing DPD.

Kahler Slater designed the original tower.

2017 Renderings

Goll House – Interior

Goll House – Exterior

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4 thoughts on “Eyes on Milwaukee: New Tower Planned For East Side”

  1. Polaris says:

    “Minor modification,” indeed. Tough to tell what’s been changed. I’m all for it…love the orange!

  2. Jeramey Jannene says:

    @Polaris – The renderings you see are all of the 2017 version.

  3. NieWiederKrieg says:

    Looks like a sardine can with a fancy paint job. How many sardines can they squeeze into that can? 600?

  4. 45 years in the City says:

    The owners at 1522 will likely lawyer-up and go a full 12 rounds. BTW, there’s other land suitable for development on Prospect / Farwell including surface parking lots and unmemorable 50s and 60s apartment buildings.

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