Neighbors Raise Concerns About Target Store

Neighbors of a proposed new Target store in Brookfield raised concerns about noise, traffic and security despite the company's best effort to address objections.

At a public hearing before the Common Council Tuesday, one resident questioned why after a long history of rejecting them.

"Why allow a big-box now?" David Luedcke asked. "Brookfield certainly does not need, or in my opinion, want a Target store."

Luedcke said neighbors had hoped the total amount of retail redevelopment proposed for the closed Quebecor World  printing plant, 12821 W. Blue Mound Road, would be 70,000 square feet, not the 175,000 square feet being proposed. 

"Please help save Brookfield's east side from what is certain ruination," Luedcke implored aldermen.

Developers are seeking approval to build what has been branded as "Underwood Crossing," a retail complex with a 140,000-square foot Target store, an 18,000-square-foot junior anchor store and several smaller buildings totaling 16,200 square feet for uses such as a financial institution.

But first the plant would be demolished and lands remediated from the more than 60 contaminants found there from the printing operations — a costly project for which the city has obtained a $100,000 state grant to assist in cleanup.

Tony Barranco, retail development director for the developer Ryan Cos., said the new Target store would be "the most green friendly building that Target has ever built."

To build the project, Target needs the city to change the zoning from a mixed use of retail, office and housing to a planned unit development for all retail. Aldermen changed their land use plan for that area in December to reflect those changes but the zoning also needs to be changed.

The city Plan Commission may vote on a zoning change at its June 13 meeting, with the Common Council considering it June 21.

Ald. Scott Berg noted that a big-box development was not the city's first choice.

City Community Development Director Dan Ertl said no developer was able to obtain financing for the city's desired mix of "moderate retail," with a junior anchor — "most likely a grocery store" — and retail and office with second-floor housing or apartments and condominiums to the west abutting residential neighbors.

Banks would not lend for that and tenants were not available, Ertl said. Required remediation also was a deterrent.

Ryan Cos. then proposed a Target store, originally with housing on the west side of the 22-acre property. 

The housing, however, was dropped after neighbors objected to proposed access on Columbia Boulevard, and Ryan asked for permission for the all-retail Underwood Crossing project.

Ertl said an all-retail project would likely mean more noise, light and traffic than a mixed-use project. 

But Barranco and Target representatives said they would bend over backwards to minimize all issues and be a good neighbor.

Target will own the property — not lease it for five or 10 years – and plans to operate there for the long term, officials said.

Some residents questioned why another Target would be needed, when others are located near Capitol Drive and 124th Street and on Kossow Road in Waukesha.

But Barranco said a map showing where existing Targets are located in the Brookfield vicinity shows the Blue Mound Road location just south of Elm Grove near Brookfield's eastern border with Wauwatosa was "a perfect bulls-eye" to fill a geographic gap.

Resident Jeanine Hoerz said she remained concerned about traffic, saying the company's analysis had too many unknowns and "that doesn't cut it with us."

Luedcke listed traffic, noise, impact on property values and "possible increase in neighborhood crime" as reasons to reject the project.

But Hank Posnanski, manager of Bluemound Bowl, whose parking lot would be expanded next to the proposed Underwood Crossing, praised the Target development group for its efforts to work with his business and the residential neighbors.

"They really do care" about the neighborhood, he said.

Target officials said they would have as much security as was needed there to make customers feel safe. They said Brookfield's low crime rate actually called for fewer security measures than other locations where Targets are built.

Alderman asked the company to provide information on security moves taken at nearby Targets, compared to what would be provided at the proposed Brookfield location.

The company also provided new designs with some architectural interest added to break up a solid color along the exterior and a new screening wall to hide outdoor carts.