Tom Daykin

Milwaukee Journal Sentinel

An apartment development proposed for Milwaukee's Bay View neighborhood would add up to 230 upscale units — if it wins Common Council approval.

And the controversial project's plans could change in response to comments from Bay View residents who attended a Thursday night meeting where the proposal was unveiled.

"We're trying to learn," developer Scott Lurie told a group of around 150 people who gathered at Bay View High School's auditorium.

"This needs to be viable economically," he said. "It also has to work with the community."

Lurie wants to build two six-story buildings in the 2700 block of South Kinnickinnic Avenue on either side of South Herman Street. The development costs would be roughly $25 million.

That project site includes several houses and duplexes, as well as a BMO Harris Bank branch, 2701 S. Kinnickinnic Ave.; a vacant lot, at 2729 S. Kinnickinnic Ave.; and a vacant commercial building, at 2737-2743 S. Kinnickinnic Ave., which last housed Bella's Fat Cat burgers and frozen custard.

Those buildings would be demolished to make way for the new development.

Lurie's preliminary conceptual plans call for around 220 to 230 apartments, and 27,000 square feet of street-level retail space that would be created within the two buildings.

The monthly rents would start at around $1,000 for studio units. Lurie also could decide to develop the units as condominiums.

The buildings would have around 400 enclosed parking space, including some underground spaces, for the apartment residents and retail customers. There also would be bike parking.

Lurie hopes to break ground on the first building, south of South Herman Street, in fall 2019. That building would include a new home for BMO Harris Bank in its first-floor commercial space.

The second building would be developed in a future phase.

But that project would first undergo Plan Commission and Common Council review.

"We're still a long way from anything happening," said Ald. Tony Zielinski, whose district includes Bay View.

The design, by Rinka Chung Architecture, features stepped-down rear terraces to try to reduce the impact of the new buildings on single-family homes along South Herman Street and South Logan Avenue.

The idea is to create "a viable development with appropriate density to ensure long-term value for the community," said Matt Rinka, Rinka Chung principal.

That includes architecture "that is sensitively scaled toward the adjacent residential neighborhood as well as to the denser South Kinnickinnic commercial corridor," he said.

The project also would have "pedestrian-oriented experiences and opportunities for neighborhood engagement," Rinka said.

Some of those attending the meeting reacted with shouts of anger and dismay when the plans were unveiled.

Opponents said it would be too large compared to nearby homes, and create too much traffic. They also said it would destroy Bay View's neighborhood atmosphere.

"I cannot live one block from this monstrosity," said Kathleen Kirchoff.

Supporters said the development would bring more customers for neighborhood businesses, and raise both property values as well as property tax revenue for the city.

"I think it'll be a great asset for the whole area," said Tom Serak.

Lurie, who owns F Street Group, operates several apartment buildings throughout the Milwaukee area.

His other projects include the conversion of the former Pabst Brewing Co. warehouse, in downtown Milwaukee, to The 42, which includes offices, a self-storage center, Milwaukee Brewing Co.'s new brewery and Glass + Griddle restaurant.

Several new upscale apartment buildings, some including street-level retail space, have been developed in Bay View in recent years.

They include Dwell, which opened in 2012 at 2440 S. Kinnnickinnic Ave., and Vue, which opened last year at 2200 S. Kinnickinnic Ave.

Also, Stitchweld opened last year at 2151-2181 S. Robinson Ave., and construction is to begin soon on The Beacon, at 2130 S. Kinnickinnic Ave.

Meanwhile, investor Scott Genke plans to develop an apartment building, with around 36 units and street-level retail space, at the site of a former American Legion post, 2860 S. Kinnickinnic Ave., that's being demolished.

Tom Daykin can be emailed at tdaykin@jrn.com and followed on Instagram, Twitter and Facebook.