Brookfield officials continue developing plans for a
large hotel and adjacent conference center at the former
Sears Auto Center space on the southeast side of
Freeman file photo
BROOKFIELD — Details surrounding the future of the
former Sears Auto Center space on the southeast side of
Brookfield Square mall have begun surfacing.
Middleton-based North Central Group is expected to
manage a planned 5-story, 170-room hotel and adjacent
conference center at a site where oil changes and car
repairs were once commonplace amid a sea of asphalt.
Common Council on Tuesday met in closed session to
discuss negotiations over the transaction. Aldermen
discussed strategy with Mayor Steve Ponto and Community
Development Director Dan Ertl behind closed doors over
two issues related to the transaction.
announcement made prior to going into closed session
indicated the council would not reconvene into open
session, signifying no action was being taken.
city for months has reviewed specifics over the proposed
purchase of a 9.5- acre parcel of land directly south of
the Sears department store building at the mall. The
now-shuttered Sears Auto Center building and swaths of
parking lot space occupy the parcel.
Chattanooga, Tennessee-based CBL and Associates currently
owns the property.
Once the transaction between CBL and the city is
completed, the city plans to sell 2.5 acres of the
parcel for the hotel and enter into a lease agreement
with North Central to manage the conference center.
“There are a lot of moving parts to this,” Ponto said.
Renderings included in Tuesday’s council packet indicate
the conference center, eyed on the eastern portion of
the parcel, is expected to encompass 6.7 acres. The
hotel, which is to be conjoined by a walkway, is slated
for 2.5 acres on the western portion.
North Central’s portfolio of properties, according to
the company’s website, includes 30 hotels in six states
across the U.S. Locally, the company operates Hampton
Inn at 575 N. Barker Road in the Town of Brookfield.
Officials have been mum on what the hotel nameplate will
be at the Brookfield Square site. Other North Central
properties operate under brands associated with the
Hilton and Marriott chains.
the longtime owner of most of Brookfield Square,
purchased Sears’ department store space and the
ancillary auto center early this year.
Sears continues to operate its department store for the
time being through a leaseback agreement, though Marcus
Theatres has announced plans of operating a BistroPlex
at the site.
Also Tuesday, the council amended a developer’s
agreement with Naples, Floridabased Tendick Business
Group for the three-parcel,
mixed-use Capitol Heights development at the corner of
Beaufort and Capitol drives.
“Over the past few years, we have worked with the city
to market and develop these three parcels in a fashion
designed to improve this portion of Capitol Drive,”
Donald Tendick Jr., a managing member of the firm, wrote
in a letter to the city.
company has sold two of the three parcels, Tendick said,
and construction on new development is underway. The
initial draft of the agreement stated an office building
was to occupy the third parcel by Dec. 31, but the plan
has not yet come to fruition.
feel that the construction on the two sold lots will
garner attention from potential buyers evaluating the
market,” Tendick wrote in the letter, expressing
confidence the third parcel will be developed soon.