Developer: Trader Joe's Project 'Would Be Dead' if City Rejects Sign

Changes sought to accommodate and a larger junior anchor store to the Underwood Crossing shopping center drew little opposition Tuesday from aldermen or residents.

Tony Barranco, retail development director for Ryan Cos. of Minneapolis, MN, said the "most crucial" change sought was a variance to city sign codes that limit two tenants to a shopping center sign. Trader Joe's would be the third tenant on this particular sign.

The California-based grocery chain — which has a cult-like fan base and is known for its private label specialty products and wines — will not build a second Milwaukee location in Brookfield if it can't have a presence on the shopping center's main monument sign, he said.

"We're really excited about working with Trader Joe's," Barranco said, but added that without a sign the Trader Joe's tenancy "would be dead."

Aldermen held a public hearing Tuesday night on in lighting, signage, landscaping and overall building square footage to Underwood Crossing, anchored by a Target store under construction at 12821 W. Bluemound Rd. on the site of the former Quebecor World printing plant.

The next step

The Plan Commission will review the changes Monday and forward any recommendation to the Common Council for action Feb. 7.

Resident: Traffic a concern

Only one resident spoke Tuesday night: Don Adams, who urged aldermen to find ways to limit traffic and speeds on Elm Grove Road near the project.

"The vehicular traffic on Elm Grove Road has become astronomical," Adams said.

"We have a little gem of a property," he said, adding, "I'm afraid that my little gem ... is turning into coal."

Adams said he had "nothing against Target. It's a good project. I even shop there. But we have to do something about traffic on Elm Grove Road."

Alderman praises evergreen buffer

Ald. Lisa Mellone, who represents the area, praised Ryan Cos. for its efforts to work with neighbors in the Columbia Gardens subdivision and offer to spend about $43,000 in extra landscaping as a buffer in exchange for saving that money with a city variance to allow fewer, taller light poles in the center's parking lot. Nearly 50 evergreen trees growing to eight to 10 feet tall would be planted and maintained on a berm along the property line.

"Kudos to Ryan Cos.," Mellone said. "This is a full-screen (evergreens) wall that's pretty extensive. That's more than just a few bushes and flowers to make the project look pretty."

Ald. Dan Sutton said he wanted to make sure the taller light poles wouldn't tower over the landscaping. Barranco said they will not.

Ald. Bill Carnell wondered whether allowing the exemptions would set a bad precedent for future development proposals.

Mellone and Ald. Christopher Blackburn asked Ryan to consider softening the lighting closest to the westerly neighborhood.