Hwy 100 Corridor Study

Aerial photograph of Hwy 100 showing buildings, street, and parking lots

The City of West Allis is conducting a study of the Highway 100/South 108th St. corridor to evaluate the market feasibility of new businesses, and to create a long-term development strategy for the properties in this area. The study focuses on the 3.25 mile stretch of Hwy 100 that falls within the city limits and the surrounding properties, extending from I-94 to the north, Morgan Street to the south, I-41 to the east, and S. 116th Street to the West. 

Map of study area

Gensler, a global architecture firm based in Chicago, was selected by the City to lead the planning and market analysis of this plan. Since mid-August, Gensler has been working closely with the City of West Allis to interview stakeholders and gather data about the study area. Gensler plans to present a final redevelopment plan to the West Allis Common Council for consideration by mid-December 2019.

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Join Us dec. 17 for a presentation of the study report

Gensler Consulting will present the Hwy. 100 Study Report and Recommendations to the City of West Allis and the public on Tuesday, Dec. 17 at 6 p.m. at City Hall, 7525 W. Greenfield Ave., in the Engineering/Development Conference Room, located on the second floor. All are welcome to attend.

STUDY MILESTONES

Nov. 13 Community meeting

Photograph from back of room at Nov. 13 highway 100 meeting showing groups of people viewing posters

On Wednesday, Nov. 13, 2019, Gensler consulting and City of West Allis held the second of two community meetings designed to inform and engage residents about the Hwy 100 study. Based on findings and feedback from earlier milestones in the study, Gensler presented a draft of a plan for redeveloping the Hwy 100 corridor. View the informational boards shared at the meeting (PDF) here.

Oct. 17 Community Meeting 

Photograph from the back of meeting room at the first Highway 100 community meeting held on October

On Thursday, Oct. 17, Gensler and the City of West Allis hosted the first of two community meetings intended to inform and involve residents in the Hwy 100 study. At the Oct 17 community meeting, Gensler provided an overview of the planning process and a summary of initial input gathered from community stakeholders, as well as a summary of market analysis findings, and an analysis of the current state of the corridor. Attendees were able to share ideas with members of the planning team, and provided additional input on problem areas and potential opportunities. 

Download the presentation shared at this meeting here (PDF).

data collection: online survey

The City collaborated with Gensler to conduct an online survey of residents, employees, and business owners throughout the study area. The survey was promoted through the City's social media channels and website in early October, 2019. 231 respondents took the survey; of these, 84% were residents and 6% were business owners (10% of respondents did not disclose this information). 

Survey respondents identified traffic and safety/crime as the two key challenges facing the study area. Construction and traffic were identified as respondents' primary concerns in the study area. 

Respondents felt that the area from Lincoln to Greenfield presented the greatest potential for improving the desirability of the corridor, and most noted they visited the area for retail opportunities. 

View the survey results in the presentation shared at the Oct. 17 community meeting (PDF).

Kickoff: stakeholder interviews and market analysis

Gensler began this project by speaking with nearly 40 City of West Allis employees, officials, residents, and business owners in September 2019. These interviews revealed that mixed-use walkable destinations and entertainment and dining options might be attractive additions to the corridor. Interviewees made it clear that they did not want additional bike lanes, strip malls, or more big box stores in the area. They wanted Hwy 100 to become a destination - with appealing businesses, improved aesthetics, and more walkability. 

Gensler also analyzed the households in the study area, as well as the real estate mix. They found that residents in the study area spend the most on convenience, grocery, and health and wellness products, services, and experiences. Traffic and safety were again identified as primary concerns.

View the market analysis findings in the presentation shared at the Oct. 17 community meeting (PDF).