City of Marshfield Downtown Redevelopment Plan

Beckett & Raeder, Inc. was commissioned by the Main Street Marshfield Inc. Board and City of Marshfield to prepare a redevelopment strategy for the downtown.

The scope of the study focused on a review of existing conditions; assessment of redevelopment opportunities; analysis of facades along a city blockscape; and recommendations for public and private projects.

The impetus for the redevelopment plan was based on a Wisconsin Department of Transportation (WISDOT) project to construct a realignment of State Highway 19. The planned route will enter the northern edge of the downtown and intersect the main downtown arterial - Central Avenue. Located along a railroad line, the new highway will transform the "back door" of the downtown into a new "front door." In response to this opportunity the Main Street Marshfield Inc. Board and City of Marshfield wanted to have in place a framework plan to address in-fill development sites and a phasing program for needed public improvement projects.

In response to this scope of work interviews with local business leaders and elected officials were conducted as well as several community workshops convened to poll issues and opportunities influencing the downtown. From these sessions projects identified included pedestrian and vehicular streetscapes, collective parking lots, wayfinding systems, lighting, and landscaping. In addition, facade guidelines and a market assessment were performed as components of the overall plan.

A number of public-private projects were identified including the development of a hotel / conference center as a south anchor for the downtown which is in the process of being implemented.

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