City of Milwaukee Announces Developer for Marcus Performing Arts Center Parking Garage

The City of Milwaukee is pleased to announce the selection of The Neutral Project, LLC as the developer for the Marcus Performing Arts Center (MPAC) parking garage at 1001 N. Water St. Designed by MGA | Michael Green Architecture, a global leader in mass timber buildings, the project could include the tallest mass timber in the world and the tallest building in Wisconsin.

The Neutral Project proposes to build a multiple mixed-use building(s) with a total investment of over $700 million. Over several phases, the project could include up to 750 residential units, 190,000 square feet of office space, 40,000 square feet of retail space, 300 hotel rooms, 1,100 structured parking spaces, and public plazas/walkways. MGA is joined by an experienced team including, HGA, Gehl People, C.D. Smith and Thornton Tomasetti.

“As Mayor, I have not been shy about my goal to grow our city’s population to one million Milwaukeeans,” said Milwaukee Mayor Cavalier Johnson. “To do that, we need to be aggressive and reach for new heights. This project will help us do just that, literally aiming to set local and global records, but just as importantly add density and activity to an underutilized City-controlled parcel in downtown Milwaukee. It also represents a forward-thinking Milwaukee, open to outside investment and ideas, and I thank The Neutral Project for their confidence in Milwaukee’s future.”

The City’s Connec+ing MKE Downtown Plan 2040, approved in 2023, identified redevelopment of the parking garage property as a catalytic project, important to the future success of downtown. In the fall of 2023, the City, in partnership with MPAC, conducted a Request for Proposals (RFP), seeking redevelopment proposals for the property. After a review of the submissions, the proposal from The Neutral Project, LLC was chosen for best meeting the goals and criteria of the RFP.

“The design of this project encapsulates the goals set out in the Connec+ing MKE Downtown Plan 2040 and the RFP issued by the City by bringing a landmark mixed-use building to the site, activating the Water Street corridor, and enhancing pedestrian connections between the east and west sides of the Milwaukee River, including a reimagined Red Arrow Park and Pere Marquette Park,” said Department of City Development Commissioner Lafayette Crump.

“Neutral is thrilled to embark on exclusive negotiations with the City of Milwaukee,” said CPO Daniel Glaessl and CEO Nate Helbach of The Neutral Project. “We’ve meticulously assembled a team of international design leaders paired with local specialist consultants. This collaborative approach ensures we deliver an exceptional community-focused urban experience for this pivotal site in Downtown Milwaukee. Our focus on vibrant urban activation aligns seamlessly with achieving internationally recognized sustainability certification Passive House and ILFI core, resulting in a low-carbon building. This project has the potential to position the Marcus Center as a groundbreaking model for sustainable development, not just in the United States, but on a global scale.”

“This project is an opportunity to create a meaningful and valuable new center in Milwaukee that also advances important proven building technologies and designs for the future of humanity and our planet,” said MGA Architect Michael Green. “It sets a benchmark for achieving urban density and affordability while aligning with our common goal of low-carbon solutions to reduce the significant impacts of our changing climate.”

“We are incredibly excited about The Neutral Project’s transformative development of the Marcus Performing Arts Center parking garage,” said President and CEO of MPAC Kevin Giglinto. “This project will not only activate this section of Water Street, but will also create a vibrant, dynamic neighborhood that benefits our patrons and the entire City of Milwaukee.”

The City is proposing a one-year exclusive right to negotiation (with possible extensions), subject to Common Council approval, which gives the development team time to secure tenants, secure financing, and finalize the project plans. Interested parties should reach out to the developer for queries around leasing and partnership.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.

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