One of the most striking changes is that, rather than continuing Wisconsin Avenue horizontally from the crest of the hill, the street will maintain its current drop, to a proposed public plaza built in tiers, offering a more expansive lake view.
New designs for the Edgewater Hotel redevelopment were unveiled Wednesday, but time may be running out.
The new plans are a response to criticism over the original proposal, which included an 11-story tower (see Edgewater Design May Get Do-Over, 9/14/09). The developer, Hammes Sports and Entertainment, has knocked three stories from the tower and two more from an existing 1973 addition, among other changes. In all, Hammes has trimmed around $16 million from its $109 million first draft.
Despite the savings, Hammes is still asking the city for the same level of assistance -- $16 million in tax increment financing. This request has already drawn criticism from alders and the public (see Marc Eisen's opinion column, Edgewater Subsidy Not Worth It, 9/24/09).
Hammes president Bob Dunn says the subsidy needs to stay the same even though the project will cost less because the loss of income-producing space will make private financing more difficult.
Will the new design be enough of a difference to win approval?
Dunn says it has to be, and that city approval of the plan must happen soon, so that construction can begin in early 2010.
"There's a significant cost advantage to 'buying construction' early in 2010," he says. After that, the industry predicts a sharp increase in costs. The deadline is "vitally important to our project right now."
As a sign of how quickly Hammes needs to move, the company wants to take the new project designs, located in city and national historic districts, to the city Plan Commission Nov. 2, and to the Urban Design Commission Nov. 4.
The response of Ald. Mike Verveer is a loud, "What?" As of early Wednesday, neither he nor Ald. Bridget Maniaci had seen details of the new designs. And he wishes there had been more opportunities for public engagement.
"I think it's disappointing to return to the city process prior to a large neighborhood meeting," Verveer says. "How I will vote on this relates to how my constituents feel on this, and not folks in Maple Bluff."
Meanwhile, Hammes has continued its unconventional lobbying campaign. On Oct. 18 it treated members of Edgewater's neighboring fraternities to its luxury skybox at Lambeau Field, which the company redeveloped, to watch the Packers-Lions game and discuss the hotel.
Dunn says he invited the students to Lambeau because it is "a great example in Wisconsin of taking a building with history and tradition and bringing it up to the 21st century." He doesn't recall if sororities were invited, but neighborhood activists Fred Mohs and Eugene Devitt were; they declined.
The Lambeau overture was perfectly legal but seen by some as bad form. "I was blown away by that," says Verveer. "That level of lobbying of residents is unprecedented, and frankly I think it's a little insulting."
If Hammes wanted to show off its work, he says, "It would have been easier to just show the students something they're already familiar with, such as the Kohl Center and Fluno Center," which Hammes also developed.
Everyone agrees Hammes is trying hard, and that the redevelopment plans have come a long way.
Ledell Zellers, past president of Capitol Neighborhoods Inc., gives Dunn credit for this, but still is not satisfied with what she's seen.
"I believe it comes down to the Hammes Company trying to fit something in the historic district that the historic district [ordinance] and historic district zoning were passed to prevent," she says.
Verveer also praises the company.
"I think Hammes made some exciting improvements to the plan," he says. "In particular, the improvements to the Wisconsin Avenue street-end are magnificent."
One of the most striking changes is that, rather than continuing Wisconsin Avenue horizontally from the crest of the hill, the street will maintain its current drop, to a proposed public plaza built in tiers, offering a more expansive lake view.
Among other changes:
Vehicles will no longer use the plaza as a drop-off area, but will almost immediately enter underground parking. Hotel guests will be received in an underground lobby. Trucks will be routed to an enclosed bay, another change.
The view from the lake to the Capitol will be increased by removal of a proposed skywalk and 20 feet from the 1973 addition. But gone is the existing bar, previously touted as a beloved icon of Madison social life.
The top stories of the tower now have a 6 ½ foot setback, a common strategy for Madison developers to make buildings seem shorter. No change has been made to street setback.
Space for office rental is cut. Condominiums will be cut to eight, and 30-40 hotel rooms will be lost, requiring less underground parking. A possible mooring field for boats may be created on Lake Mendota.
Despite the changes, which Dunn says have cost him in excess of $100,000, it's likely that the National Trust for Historic Preservation will not withdraw its opposition, nor will the Madison Trust for Historic Preservation or nearby hoteliers. The Urban Design Commission, which wanted a bold design for the unique site, is unlikely to be dazzled by the Empire Style architecture, which remains unchanged.
