Plan Commissioners Ask for Better Design on Proposed Target Store

City plan commissioners said they were warming to the idea of allowing construction of the first big box in years — a Target retailer, but urged the developer to improve its proposed building architecture.

Commissioners said the store design needed more architectural interest, including varying heights, particularly because it was at the city's eastern border with Wauwatosa, at 12821 W. Blue Mound Road.

"This is a gateway to us," said Gary Mahkorn, an alderman and city plan commissioner. "This is the first big-box the city has looked at in decades.

"I'd like to see something more," said Mahkorn, adding, "I don't even know what that is."

Mayor Steve Ponto praised the prairie-style earth-toned materials and pebbled trim as in keeping with Wisconsin.

"We really appreciate your efforts," Ponto said. "This is a very exciting project for Brookfield."

No mention was made of Target's bright red trademark color. The city typically urges more muted or darker tones rather than bright primary colors, and persuaded McDonalds to tone down its trademark colors when it built on Moorland Road across from Brookfield Square.

Ryan Cos. is proposing to build a nearly 140,000-square-foot Target store and retail complex, dubbed Underwood Crossing, at the former Quebecor World printing plant site.

The Target would be constructed on the southern end of the 23-acre parcel, just north of Krueger Park. 

An 18,000-square-foot junior anchor would be built immediately east of the Target store. No tenant yet has been obtained for that building, Ryan Cos. officials said Monday.

North of the Target and junior anchor would be three smaller retail buildings that would be constructed closest to Blue Mound Road. Those buildings would include a restaurant, financial institution or other small retailers.

Bluemound Bowl — immediately west of the proposed construction — plans to remain open during the entire project, should the city approve it, said Tony Barranco, retail development director for Ryan Cos.

City plan commissioners praised the progress Target has made since last spring when it first announced plans to build in Brookfield. But they said the company still needed to improve the design and ensure there would be adequate vegetative screening of the truck unloading area from Krueger Park.

City Development Director Dan Ertl noted a Target store in Apple Valley South, Minn., had a tower architectural element in its front facade.

Target officials told plan commissioners that store was a Super Target with 500,000 to 750,000 square feet, prompting the need for a tower to help break up a longer big box and help motorists find the store.

Mahkorn said he wasn't convinced a tower was what was needed.

Looking at the Apple Valley South image, Mahkorn compare the tower to "an air traffic controller" at an airport.

Ald. Mark Nelson, who also serves on the city plan commission, asked if there was a way to vary the building height without adding a tower.

Nelson questioned whether Brookfield was "turning into the town of towers" that may not all serve a useful purpose.

Commissioner Paul Wartman expressed concern that Target was not providing four-sided architecture as required by the city.

"I was underwhelmed," he said. "Right now, it's not quite there yet."

Still, Wartman said, "I think the project is really a wonderful asset for the city of Brookfield."

Commissioners also said they would allow Target to store its red shopping carts outside during high-traffic times, such as holidays — as long as the company built a screening wall to hide the carts from view from the parking lot.

The company has been working with the state Department of Transportation and proposes adding traffic signals on Blue Mound Road near the Bluemound Bowl as the primary entrance to Underwood Crossing.

Commissioner Dean Marquardt praised a gateway sign designed by Brookfield Central High School students in teacher Sarah Scott's graphic design class.

Ryan Cos. also plans to dedicate 3.08 acres of land for an addition to Krueger Park. 

Other green building features planned include high-efficiency lighting and state-of-the-art heating, ventilation and refrigeration systems that power down parts of the building to save energy.

The most green aspect of the project, Barranco said, was the act of cleaning a brownfield site that has contamination from the former printing processes.

The project will be scheduled for a public hearing in June. If approved, construction could start in August.