Hotel wins first city approval
Questions over parking looms for Brady Street project
An 11-story, 130-room upscale hotel planned for Milwaukee’s Brady Street area won its first city approval − with the developer addressing the issue of where guests will park in that densely populated neighborhood.
Klein Development Inc. plans to build the hotel on a site now used by a half-empty, two-story retail building at 1709-1723 N. Farwell Ave., just north of East Brady Street. Construction could begin later this year.
The Plan Commission on Monday unanimously recommended zoning approval, which also needs Common Council approval.
Commission Chair Stephanie Bloomingdale called it a “stunning project” and “an absolute game-changer for Brady Street” − the first such hotel on Milwaukee’s east side.
But Bloomingdale and other commissioners asked Klein and his architects from Kahler Slater several questions about how the hotel, which doesn’t yet have a brand, would handle parking.
Klein and development partner Geno Cataldo plan to build a parking structure on what are now vacant lots on the east side of North Farwell Avenue, between East Royall Place and Zaffiro’s Pizza and Bar. That’s just across the street from the hotel site.
The parking ramp could have more than 100 to 200 stalls depending on the feasibility of developing additional spaces for general use. It also would have first-floor commercial space.
The developers would be required by city zoning regulations to provide 59 valet parking spaces for hotel guests. They also plan to provide 50 spaces for the employees of nearby senior housing community St. John on the Lake, 1756-1850 N. Prospect Ave.
Klein said hotel’s guests are expected to use ride sharing services, taxis and public transit in addition to driving there. Bloomingdale agreed that “many people are not renting cars when traveling.”
Parking and traffic impact were the biggest concerns of nearby residents, said Ald. Jonathan Brostoff, whose district includes Brady Street.
Brostoff, who supports the project, said most of those concerns have been alleviated as people have learned more about the hotel plans.
The city’s approval requires some conditions, including the installation of a flashing traffic beacon at the crosswalk on Farwell Avenue at Royall Place, said Sam Leichtling, city planning manager.
That focus on pedestrian safety comes as the Brady Street Business Improvement District is studying a possible closing of two blocks of Brady Street between North Warren Avenue and North Franklin Place to cars.
Meanwhile, just three blocks south of the proposed hotel site, New Land Enterprises LLC is pursuing plans for a 25-story, 310-unit apartment high-rise along North Farwell Avenue, south of East Curtis Place.