Hwy 100 Corridor Study
In 2019, The City of West Allis conducted 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 focused 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.
Gensler, a global architecture firm based in Chicago, was selected by the City to lead the planning and market analysis of this plan.
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.