Three new retailers could come to Corridor project
Mixed-use site has ‘a lot of positive momentum,’ according to developer

By Dave Fidlin - Special to The Freeman

Sept. 28, 2018

The next phase of development at The Corridor will include an expansion of retail space next to Dick’s Sporting Goods.
Submitted rendering

BROOKFIELD — Dick’s Sporting Goods, a lone retailer in Brookfield’s mixed-use Corridor development, could soon have company, based on plans city officials are reviewing.

Perched on the site of former radio towers and the still-standing Ruby Farms near Bluemound and Calhoun roads and Interstate 94, The Corridor has been pitched as a mixed-use development since plans were first floated.

But until recently, few details of the retail part of the equation have come to light beyond the Dick’s Sporting Goods, 345 Discovery Drive, which is visible from Bluemound Road.

Although it is not set in stone, a fresh set of renderings has revealed Five Below, Old Navy and Party City could be a part of the Corridor’s next stage of retail development.

In mid-September, representatives of Irgens, the real estate development company behind The Corridor, indicated plans are in motion for three additional retailers adjacent to the existing Dick’s parcel.

“We have been working on the retail portion — the north portion — of the project since many years ago,” Karin Censky, development director with Irgens, said at a recent city Plan Commission meeting.

Mirroring what is taking place across much of the U.S., Censky said the rapidly changing retail environment did extend the timeline needed for additional retailers to land at The Corridor.

A Holiday Inn Express & Suites is under construction at The Corridor.

Censky said a confluence of factors — including, but not limited to — online shopping trends posed unforeseen circumstances, even in the relatively compressed timeframe that has lapsed since Dick’s was approved to operate in The Corridor in 2015.

“I think most people would be able to accept and understand that it’s been a fairly challenging retail environment since that time,” Censky said of the past three years.

“But what I am pleased to report is that in the face of this challenging and changing retail market is that we now have three prospective tenants at the table that we’re actively negotiating with,” Censky added.

Based on plans Irgens and its contracted architects, Kahler Slater, submitted to the city, the new three-tenant retail building would encompass 33,600 square feet and would be placed onto the south wall of the existing Dick’s building.

A Fairfield Inn and Suites is under construction at The Corridor.

According to the preliminary details, which will go before the Common Council in October for final approval, the building design would work in tandem with the Dick’s building and have many of the same architectural elements.

While the retail portion of The Corridor has been sluggish since ground was first broken, other aspects of the site have come to fruition the past several years.

Portillo’s, with its Bluemound Road visibility, made its official entry into Wisconsin with its Brookfield store before opening other eateries in the Milwaukee area. At the recent Plan Commission meeting, Censky confirmed construction is underway for other previously announced non-retail components, including two hotels — Fairfield Inn and Suites and Holiday Inn Express — and the Lifetime Fitness facility.

Also in the mix is the Pro-Health Care clinic, which opened in May.

“We’ve had a lot of positive momentum with this project,” Censky said, indicating more details would be coming down the pike.