Village of McFarland Redevelopment Plan Update District 2

Village of McFarland

Final Draft: December 2024

ACKNOWLEDGEMENTS

VILLAGE BOARD

Carolyn Clow, Village President

Hilary Brandt, Trustee

Stephanie Brassington, Trustee

Luke Fessler, Trustee

Alisa Leamy, Trustee

Miguel Peña, Trustee

Lowell Prill, Trustee

STEERING COMMITTEE

Plan Commission

Village President Carolyn Clow, Chairperson

Stephanie Brassington, Village Trustee

Peter Bloechl-Anderson, Citizen Member

Austen Conrad, Citizen Member

Jill Halverson, Citizen Member

Scott Peters, Citizen Member

Christopher Reynolds, Citizen Member

Community Development Authority

Stephanie Brassington, Chairperson - Village Trustee

Luke Fessler, Village Trustee

Elizabeth Yszenga, Commissioner

Krystalynn Sabol, Commissioner

Kurt Zimmerman, Commissioner

Anthony Hennes, Commissioner

Benjamin Tanko, Commissioner

VILLAGE STAFF

Andrew Bremer, AICP, Community & Economic Development Director

Kong Thao, Associate Planner

MSA PROFESSIONAL SERVICES, INC

Stephen Tremlett, AICP, CNU-A, Project Manager

Brad Vowels-Katter, Associate Planner

Olivia Bolton, Assistant Planner

BACKGROUND

CHAPTER ONE

This chapter introduces the District 2 redevelopment planning area, summarizes the Village’s previous planning efforts, and contextualizes the community’s demographics and needs.

ABOUT THE PLAN

This plan is an update to the 2010 Redevelopment Plan for District 2 with considerations for current opportunities, market conditions, and relevant approved plans. The plan proposes ideas for future development that are grounded in public engagement. Detailed conceptual design and policies are intended to facilitate community discussion and scrutiny as specific project proposals are introduced.

Redevelopment District 2 encompasses McFarland’s historic Downtown with growth potential to the east as well as properties to the west along Farwell Street. This area has previously seen a decline in local businesses and increase in Village institutional uses, including the public library and municipal campus. The objectives and strategies provided in this plan will help to alleviate

blighted conditions and fortify the downtown area as a hub for community and activity.

COMMUNITY GOALS

This plan supports the goals and policies outlined in the Village’s 2017 Comprehensive Plan Update, and the 2023 Housing Needs Assessment and Economic Strategic Plan. Relevant goals from the Comprehensive Plan are highlighted in the box on page 5. Policies from the plan are carried forward and cited as appropriate throughout this redevelopment plan.

Goals for redevelopment in District 2 are derived from the 2010 Redevelopment Plan and the Downtown Strategic Market Assessment:

1. Blight elimination via high density mixed-use projects.

2. Fill retail spaces downtown, recruiting appropriate businesses in niche markets such as retail, restaurants, and personal services.

3. Encourage residential development to support local businesses and the expansion of public parks and parking.

A Redevelopment Plan is a subarea plan within a specific geographic area (adopted as a component of the Comprehensive Plan), in order to provide more detailed land use analysis, goals, redevelopment concepts, and design requirements.

STATEMENT OF PURPOSE

The purpose of this redevelopment plan is to:

• provide recommendations regarding the development character of the District 2 area;

• identify specific opportunities for redevelopment, including potential land uses, densities and intensities of use;

• identify public infrastructure projects to budget for and implement;

• establish criteria with which the Village can evaluate future development proposals; and,

• provide the Village with a vehicle to allow the Community Development Authority to participate in redevelopment projects.

OBJECTIVES

Plan objectives include, but are not limited to:

1. Assess existing conditions and concepts identified in the 2010 Redevelopment Plan; build on what was previously accomplished in the 2023 Housing Needs Assessment, 2023 Economic Strategic Plan, and other relevant plans.

2. Obtain input from a broad set of community stakeholders.

3. Identify desirable locations for redevelopment with recreation, residential, mixed-use, retail, office and commercial uses.

4. Create opportunities to diversify the Village’s housing stock.

5. Identify future transportation infrastructure, including streetscape enhancements, future roadways, and zoning to support transit services.

6. Identify specific strategies for implementing the plan’s vision and recommendations.

STATUTORY AUTHORITY

This plan has been prepared and adopted under the provisions of §66.1001 and §66.1333, Wis. Stats.

GOALS FROM THE COMPREHENSIVE PLAN UPDATE (2017)

Culture & Community

Enhance an image of McFarland organized around its waterfront village setting, historic resources, community events, and involved citizenry.

Land Use

Promote a sustainable, flexible land use pattern that maintains the desired village and residential character... and balances economic and neighborhood expansion with redevelopment, infill, and resource preservation.

Economy

Increase and opportunities for businesses to start, locate, and grow; expand local jobs, shopping, and dining; and build connections to commercial areas.

Housing

Promote quality, affordable housing within neighborhoods and mixed use settings that are organized around safety, conservation, recreation, and connections to community.

CONSISTENCY WITH LOCAL PLANS

This redevelopment plan is consistent with the recommendations contained in the Village of McFarland Comprehensive Plan. It is also consistent with the Tax Increment Finance District #4 Project Plan and the 2023 Economic Strategic Plan. These plans may be amended from time to time. This Redevelopment Plan is intended to be consistent with any changes or modifications in the Village’s plans as amended and adopted.

2023 ECONOMIC STRATEGIC PLANDOWNTOWN VISION

Considering the future of various commercial and retail spaces in McFarland, the Village’s Economic Strategic Plan provides the following insight into Downtown:

“...Retail and commercial businesses will be best located in existing commercial corridors, downtown, and newly planned mixed-use buildings...”

“...[There could be demand for] a travel agency to take up residence in a small downtown office building that provided services to help clients apply for and use credit card miles for airfare, lodging, and vehicle rental...”

“...As the heart of the community, the Downtown has more of a boutique/destination feel to it. There are several civic uses including the Village Municipal Center, Library, Historical Society, Post Office, and a Museum as well as a cafe, barber and salon, pizzeria, tavern, real estate offices, and a lumber yard.

The amount of commercial business located within the Downtown is modest for a community the size of McFarland and is partly a reflection of an under supply of commercial buildings. There are two commercial buildings that have been vacant for several years, 5902 and 5906 Main Street, that could be redevelopment opportunities, or simply need re-tenanting. The Village is currently completing a study of their Municipal Center to transition the portions of the building currently utilized for Fire, EMS, Police and Municipal Court services into a new multi-generational community center. Creation of the community center would further strengthen the Downtown as the civic hub of the Village and drive more residents and visitors to the Downtown daily, which in turn will create increased demand for new commercial and mixed-use developments. The lumber yard and several of the older residential lots present opportunities for redevelopment to higher density residential, mixeduse, and commercial development.

Destination retail and restaurants will do well and fill spaces within the downtown. For future business recruitment activities, the recommended strategy to encourage destination retail and restaurants is to secure space in the downtown area. This will further enhance the downtown’s ability to cater to visitors as well as residents. Because the parking vibe and walkability is different in the downtown than in the convenience retail areas, it is desired to have multiple places residents and visitors can visit in one trip by walking from store to store for public parking lots...”

“...The properties at 5902 and 5906 Main Street should be evaluated for their potential redevelopment. Following a conversation with the property owner, they could be evaluated for their likely redevelopment by either rehabbing the existing structures or replacing them with new construction in a more comprehensive redevelopment. The fiscal impact to the TID would be significant, and new construction downtown would draw tenants who could afford the [premium] rent...”

The Strategic Plan includes recommendations to use wayfinding signage to direct residents and visitors to downtown, leverage TIDs #4 and #5 for redevelopment, and address key sites (such as the Chase Lumber building) for redevelopment.

REDEVELOPMENT AREA

STATEMENT OF THE BOUNDARIES OF THE PROJECT AREA

The scope of the 2024 planning area extends beyond the boundary established in the 2010 Redevelopment Plan and TID #4 Project Plan. The TID #4 boundary is outlined in black on the map.

The study area, indicated by the red dashed line in the map below, now includes properties south of Farwell Street between McFarland’s high school and Exchange Street, residential areas north of Taylor Road and Hough Street extending to Broadhead Street, and the institutional/residential areas west of Anthony Street

The study area expanded to capture both downtown core and transition zones not included in 2010.

District 2 Boundary & Parcels

Dane County GIS, 2023

Dane County Aerial, 2022

RELEVANT PLANS & STUDIES

The Village of McFarland has been actively engaged in the process of guiding the growth of the Village in an orderly fashion through the use of tax increment financing, comprehensive and neighborhood master plans and careful implementation of sound planning and engineering. This section outlines the relevant, concerns, opportunities, policies, and recommendations which were considered in this planning process.

2023 ECONOMIC STRATEGIC PLAN

This economic development strategy was developed to provide information and tools for guiding economic development and activity over the next five years and beyond. The plan emphasizes existing business retention and recommends housing development to increase demand for retail and commercial activity.

The graphic on the right depicts the public’s impressions of the variety of businesses across several industries in McFarland. Additional information from the Economic Strategic with specific relevance to Downtown is included in this plan on pages 6 and 12.

Economic Strategic Plan Survey Results for “Are there enough options in in McFarland in these categories?” (MSA, 2023).

2023 HOUSING NEEDS ASSESSMENT STUDY

This assessment provides a better understanding of McFarland’s housing market— supply and demand, gaps in price and location, and resident experiences— as well as market conditions in peer communities. The study determines that McFarland will need 77-123 additional housing units per year to meet projected 2030 demand and recommends strategies in communication (an established housing committee to build relationships with developers and neighborhood associations), regulation (reduced development fees and parking requirements, zoning policy changes), and funding (TIF Districts, LIHTC, Dane County ADHF). Additional housing information is included in this plan on page 11.

The Village’s primary housing goal is to build healthy neighborhoods, which are characterized by:

• Varied housing types

• Safe, walkable urban design/sidewalks

• Convenient access to public transit

• Quality parks and open space

• Public gathering spaces within neighborhoods

Housing Needs Assessment Study, “Household Projections Trends for McFarland” (MSA, 2023).

2023 MUNICIPAL CAMPUS MASTER PLAN

This plan was created to guide future public developments to McFarland’s Municipal Center, the E.D. Locke Public Library, and adjoining public open spaces. The image on the right illustrates the community’s approved design concept to adapt the existing municipal building into a two-story community center with an outdoor terrace and green roof. Programming in the center will support the McFarland Youth Center and Senior Outreach services. The plan also features a public plaza with gathering space to enhance the character and utilization of the downtown center. At the time of adoption of this plan, the Village Board chose to pause the architectural design for the new Community Center until sometime in 2025.

2021 SUSTAINABILITY PLAN

McFarland’s Sustainability Plan is a systems approach to making the Village efficient, sustainable, and resilient through incremental, long-term improvements and consistent performance review. Considering land uses and development, the plan envisions “diversity in the built and business environments, seeking mixed-use developments, neighborhoods with a mix of housing types and price points, and a variety of business types.” This Redevelopment Plan supports this vision by encouraging infill development and efficient use of infrastructure resources.

2020 LARSON PARK ENHANCEMENT PLAN

The Larson Park Enhancement Plan (shown above) proposes a number of facility improvements, highlighting extended walking paths, a bike kiosk, and the following amenities:

• Covered stage and restroom facilities

• Hardened turf area with food cart pads and benches

• Multi-purpose parking for visitors and food trucks

• Small food court plaza

• Multi-purpose pad for bonfire or other equipment

• Electronic information sign in the southwest corner

• Multi-purpose lawn with bermed seating

This plan includes some proposed modifications to the 2020 concept based on feedback from the Village’s Parks & Recreation Committee.

Proposed Parks & Open Space (McFarland Outdoor Recreation & Open Space Plan, 2019). At the time of writing this redevelopment plan, the Village was updating the outdoor recreation plan.

2019-2023 OUTDOOR RECREATION & OPEN SPACE PLAN

This recreation and open space plan establishes goals, objectives, and policies for recreation and conservation planning efforts in McFarland. The plan is updated every five years to maintain eligibility for federal, state, and county recreation/conservation programs. Recommendations include:

• Expansion of routes and child-safe access points to parks and playgrounds.

• Street improvement programs for better parking, sidewalks and bicycle trails, and crossing facilities.

• Accessible paths in parks and conservancy areas.

• Improvements to Arnold Larson Park (restrooms, trees and fencing barrier along the railroad tracks).

2010 DOWNTOWN STRATEGIC MARKET ANALYSIS & OPPORTUNITIES ASSESSMENT

This report provides an overview of current market conditions and trends to determine viable locations for short-term growth. Three opportunity areas are identified as key sites for redevelopment:

Historic Downtown Core: The core offers a unique mix of charm, historic character, and walkability; however, lack of traffic and visibility limits its attractiveness to

development. The greatest potential for downtown businesses resides in niche markets that provide services and amenities to residents of the immediate area, namely young families and seniors. (Specific business types are available in the appendix).

McFarland Plaza Shopping Center: A strip retail center located on Farwell Street, the Plaza is close to downtown and the local high school. This area has the potential to act as a “gateway” into downtown and support the core’s economic success through redevelopment to increase housing options.

Farwell Street Community Gateway Corridor: Farwell Street is a key commercial corridor the links downtown to U.S. Highway 51. This area should continue to function as a community retail corridor targeting goods and services to meet local needs. Short-term enhancements to market viability could include welcome banners, streetscape improvements, and redevelopment of vacant properties.

1999 VILLAGE CENTER MASTER PLAN

This plan provides a vision for ensuring the health and vitality of McFarland’s historic downtown, and recommends the following:

• The Village Center should be a high-quality public realm, including parks and connections to parks, with complete streets and important civic destinations like Village Hall and the library.

• The Village Center should be composed of mixed-use commercial storefronts and residential townhouses with new housing units suitable for empty-nesters and young professionals.

• The Village Center should be the physical and cultural heart of the community and maintain its historic character; urban design should derive from the historic development pattern as established in the 1800s.

COMMUNITY PROFILE

The Village of McFarland is located in Dane County, in south-central Wisconsin. It is directly southeast of Madison, Wisconsin’s capital, and shares borders with the City of Madison, the Town of Blooming Grove to the north, and the Town of Dunn to the southwest. Spurred by a strong regional economy and educational opportunities, housing demand is strong across the entire region.

The Village is located along U.S. Highway 51 and Interstate 90, with connections to Madison, Janesville, and Chicago. Its proximity to Lake Waubesa, Upper and Lower Mud Lakes, and the Yahara River provides access to recreational and wildlife amenities, contributing to McFarland’s tagline, Naturally Connected.

HOUSING NEEDS

Dane County Regional Housing Study

The Regional Housing Strategic Action Plan identifies five housing priorities to guide future efforts:

1. Increase the number of housing units attainable to low-income and moderate-income households.

2. Increase the overall number of housing units.

3. Provide housing, resources and protections for the most vulnerable populations.

4. Rehabilitate and preserve affordability of existing housing.

5. Provide more pathways to homeownership.

The county’s housing report and 2024-2028 Strategic Action Plan provides some insight into McFarland’s housing needs:

• McFarland residents spend an average of 48% of their annual income on housing and transportation (this is above the 45% guideline recommended by the Center for Neighborhood Technology).

• Between 2010-2022, McFarland has built 97 legally-

Key Facts, 2020 Census Data

8,991

Total Population

3,711

Housing Units

24.1

Diversity Index

1,889.1 Population Density

2.49

Avg. Household Size

40.5 Median Age restricted affordable housing (LRAH) units.

• This report estimates that the Village will need 125 new housing units per year to meet 2040 demand.

Housing Needs Assessment Study - Rental Market

• 30% of McFarland residents live in rental units; most renters are younger than 35 years old

• 29.5% of rental units are found in buildings with 3-4 units; 77% of rental units have 2-3 bedrooms

• McFarland’s rental vacancy rate of 0.0% is low (healthy rates range between 5-7%)

• Median rent in McFarland ($1,185 in 2020) is higher than comparable communities and Dane County

• $1,432 is considered an affordable rent

• There is an under-supply of 335 units at 80% AMI and an oversupply of 260 units for those between 51-80% AMI

12 BACKGROUND

Housing Needs Assessment Study - Home Ownership

• 70% of McFarland residents live in owner-occupied units; most homeowners are 45-64 years old

• 85% of owner households live in single-family, detached homes; 65% of units have 2-3 bedrooms

• McFarland’s homeowner vacancy rate of 0.0% is low (healthy rate is 2%)

• $375,000 is considered an affordable home for McFarland’s median owner-occupied income

• Higher income homeowners are currently competing with lower-income households more affordable units

Projections: Additional Units Needed by 2030

• Rentals: 117-293 units (15-37 per year)

• Ownership 497-691 units (62-86 per year)

• Senior Housing

» Assisted Living: 28 units

» Nursing Care: 46 beds

RETAIL & SERVICE NEEDS

McFarland is a full-service Village in the midst of a larger metropolitan area. Many retail and service needs of residents can be met in the vicinity of the Village; 60% of survey respondents reported sourcing nongrocery purchases to Madison. It is more likely that the specific non-grocery items shoppers buy in Madison are not available in McFarland. While 57% of survey respondents work in Madison, workers would be more inclined to shop near their place of employment or in route to and from their homes in McFarland.

When asked if there are enough options in various industries, residents expressed a need for restaurants, bakeries/coffee shops, deli/butcher shops, clothing stores, specialty food stores, and art supply stores.

TOP INDUSTRIES IN THE REGION

PROCESS & PUBLIC INPUT

CHAPTER TWO

This plan was discussed and developed through a series of steering committee meetings between October 2023 and October 2024 (see the Project Milestones on the right). There were several meetings held during this planning process for the express purpose of gathering public input. Additional input and feedback was provided through two surveys, key stakeholder interviews, and focus groups. Draft materials were presented to several committees and posted on the Village’s website during the planning process.

PROJECT MILESTONES

Sep 2023 Visioning Survey

Oct 2023 Public Open House

Steering Committee Meeting #1

Developer Focus Groups

Nov 2023 Chamber Focus Group

Jan 2024 Steering Committee Meeting #2

Feb 2024 Parks & Rec Committee

Chamber of Commerce

Developer Focus Group

Mar 2024 Steering Committee Meeting #3

Apr 2024 Parks & Rec Committee

Design Preference Survey

Jun 2024 Steering Committee Meeting #4

Jul 2024 Public Open House #2

Oct 2024 Steering Committee Meeting #5

Jan 2025 Plan Commission Public Hearing

Feb 2025 CDA Recommendation

Plan Commission Recommendation

Village Board Plan Adoption

PUBLIC INPUT

The planning process included a series of steering committee meetings, focus groups, public events, and surveys between Fall 2023 and Spring 2024.

PUBLIC OPEN HOUSE NO. 1

Approximately 80 people attended the public open house on October 2nd, 2023. The public had the opportunity to provide essential feedback regarding types of development they would like to see in their community.

Key takeaways from this event included:

• Overall, residents expressed a strong desire for more commercial retail development and entertainment opportunities in the Village, with many comments mentioning a desire for more restaurants.

• Many attendees expressed desire for an entertainment district or more business/places for residents to gather in the evenings. In District 2, comments supported mixed-use development with ground floor retail and housing above.

• Many attendees would like to see the shopping center in the western portion of the district redeveloped with higher density, mixed-uses that are relevant to existing residents. Many also would like to see the unpaved access road into the Hardware Plaza paved or clarified to clear up confusion that is not a through road.

• A handful of specific buildings were suggested for redevelopment, and general comments about the district were also strongly in support of more mixeduse commercial development in the Village.

STEERING COMMITTEE MEETINGS

The planning team met with the Steering Committee at every stage of the planning process to review and discuss draft materials. These meetings served as forums for collaborative decision-making, where committee members engaged in thoughtful discussions, shared insights, and provided valuable feedback. Active engagement with the steering committee ensured that community perspectives factored into the redevelopment process.

FOCUS GROUPS

MSA met with focus groups including the McFarland Chamber of Commerce and local developers. The developers’ group expressed interest in reinvestment around Taylor Road with an updated streetscape and variety of land uses; combined uses and strategic offsets for parking would allow for the necessary density to make building construction feasible. The developers also noted concerns regarding increased traffic around Farwell and Milwaukee Streets. Focus groups emphasized the need for more mixed-use buildings throughout the downtown area.

PARKS & RECREATION COMMITTEE

MSA attended the Village’s Parks and Recreation Committee meeting on February 2nd, 2024 to present initial development concepts around Arnold Larson Park in District 2. MSA presented updates based on the committee’s feedback at the April 3rd meeting.

LANDMARKS COMMISSION MEETING

Nationally recognized historic landmarks are located within the Downtown Redevelopment Plan Area. The MSA Planning Team met with McFarland’s Landmarks Commission to garner additional insights into the district’s historic context. Those in attendance responded to initial public survey results and provided recommendations for design standards and guidelines (site design, building forms, lighting, parking, signage, etc.) to maintain a cohesive downtown environment.

Significant themes from the discussion included:

• Future development should be “context sensitive,” with form, scale, and design that complement a site’s adjacent historic properties. Proposed locations for growth could infill empty sites or extend existing structures to preserve the historic character.

• The Commission affirms the survey’s indication that specialty storefronts, restaurants, and gathering spaces are highly desirable for downtown.

• Proposed building heights should not overpower historic structures; upper floor setbacks and height restrictions can mitigate this concern.

• Streetscaping can unify the eclectic blend of historic buildings and future development; streetlights, signage, furniture, and flowerbeds should incorporate an historic aesthetic.

• Architectural details—especially facades with distinct separation of uses, traditional storefronts, arched windows, and building materials—should reflect the character of the surrounding context.

SURVEYS

Two surveys were distributed to the public as part of the engagement process— in September 2023, a visioning survey allowed the public to express their thoughts and desires for future development in the district, and in April 2024, a design preference survey provided an opportunity for respondents to give their feedback on initial design concepts. The visioning survey collected feedback from 211 individuals, 89% of whom were current McFarland residents. The majority of participants were between the ages of 30-39 (31%) and 40-49 (32%), and women contributed 65% of responses. 95% of those surveyed identified as White, NonHispanic, and 94% are homeowners. Most respondents (72%) are employed; 21% are retired, and 7% are not in the workforce.

When considering future growth in McFarland, 94% of survey respondents would encourage retail and commercial services to locate within the Village. 92% support further revitalization of the downtown area, and 85% support revitalization in the Triangle & Terminal District. Respondents showed less interest in bringing industrial businesses (38%) or office research facilities (67%) to the redevelopment areas. Many of those surveyed indicated support for improved walkability within both districts and on major roadways connecting them. 50% of respondents expressed need for affordable home ownership opportunities in McFarland; other unmet housing needs included mixeduse developments (36%), senior housing facilities (28%), and affordable rental opportunities (24%).

The following section provides key results from both surveys which influenced the proposed land use concepts and design standards. The images on the following page illustrate the public’s opinions regarding the appropriateness of various design aesthetics within the context of the study area.

16 PROCESS & INPUT

KEY SURVEY FINDINGS

Current Downtown Conditions

• Negative Comments (63%)

» Lack of Cohesion

» Rundown, Old

» Small, Underwhelming, Lacking

» Traffic/Parking Issues

• Positive Comments (25%)

» Cute, quaint, small-town

» Has Potential

» Walkable, Bikeable

• Neutral Comments (12%)

» Location/Place

» Ok, good enough

Desirable Features in Downtown “10 Years from Now”

• More Storefronts (88%)

• Attractive Streetscape (75%)

» Lighting

» Benches

• Wide Sidewalks (71%)

• Outdoor Event/Park Space (68%)

• Mixed use buildings (40%)

Changes Residents Want to See

• Greater Variety (83%)

• More Places to Eat (80%)

• Better Atmosphere/Aesthetics (44%)

Community Values

• Local Businesses (22%)

• Historic Buildings (22%)

• Low Density, Small Town Feel (16%)

• Parks/Green Space (15%)

• Library (15%)

“What would you like to see more of in Downtown?”

“I would like to see the downtown area become more the heart of town.”

-Survey Respondent

PUBLIC OPEN HOUSE NO. 2

The project team hosted a second open house on July 11th, 2024 to share formalized design concepts and initial design standards with the public. Forty-one (41) members of the community, the Village’s steering committee, and project staff attended the presentation and open house. Attendees were encouraged to respond to the proposed development patterns through comment forms.

Key takeaways from the Open House include:

• Concerns about existing and future traffic patterns, especially around the Farwell Corridor.

• Desire to maintain the small-town feel and historic character of McFarland, rather than implementing new development that looks like anywhere else. Preference for lower building heights.

• Concerns regarding existing infrastructure’s ability to support a high level of development and increased density, especially downtown, while geographic constraints may limit expansion.

• Desire to increase pedestrian and cyclist infrastructure, with protected bike lanes and connections between parks, downtown, and other amenities.

Photos from second public open house. Top: Open house attendees gathered for the presentation and Q&A with the planning team. Bottom: Attendees gathered to review the proposed design concepts and provide feedback.

EXISTING CONDITIONS

CHAPTER THREE

This chapter reviews the existing land uses and assesses the physical environment to identify opportunities for reinvestment and redevelopment.

Below is a list of questions which guided the assessment process.

1. Building Conditions: Is the exterior of the building in poor repair as viewed from the street?

2. Historic Quality: Is the building historically significant?

3. Design and Scale: Is the building appropriate for its setting?

4. Current Use Viability: Are the current uses appropriate to the corridor? Is the property currently for sale or vacant? Is the property contributing positively to the Village’s tax base? Are the existing lot and/or building suited to the uses identified in the market assessment?

5. Current Zoning: Is the parcel current zoning district a hindrance to redevelopment?

The data compiled to answer these questions can be found in this chapter. This information provides a clear and detailed picture of the district’s current state and establishes a baseline from which the proposed redevelopment areas will improve.

BLIGHT DETERMINATION

To evaluate the condition of each parcel in the Redevelopment District, we viewed and photographed each parcel from the public right-of-way, and we scored each one using a parcel evaluation tool. This evaluation sheet (shown on the next page) was developed to standardize the evaluation process and to ensure that the evaluation focuses on conditions consistent with the statutory definition of blight. State Statute indicates that the presence of any of a variety of conditions that impair the growth of the city, or are an economic or social liability, allows for the “blighted” designation.

METHODOLOGY

MSA took pictures of all the properties from the public right-of-way, and identified those that were clearly in good condition without completing an evaluation form. These properties are noted as “Not Blighted (Windshield Survey)”. All remaining properties were evaluated as explained below.

There are four areas evaluated per parcel, including Utilization, Primary Structure Exterior Conditions, Accessory Structure and Site Improvement Conditions, and Other Blighting Influences.

1. Utilization. In this category we consider the extent to which the parcel is utilized in a manner consistent with the comprehensive plan (0-100%), including type of use, intensity of use (building size) and building design. For parcels with structures we consider the occupancy of those structures (0-100%), not including accessory structures. Most parcels receive full credit for occupancy unless there is clear indication of vacancy such as visible empty spaces and/or “For Lease” signs in the yard. For parcels without structures we consider the size and configuration of the lot and rate its suitability for the preferred land use as indicated in the comprehensive plan (0-100%).

Statute 66.1105(2)(ae)1. defines a blighted area as such:

“Blighted area” means any of the following: a. An area, including a slum area, in which the structures, buildings or improvements, which by reason of dilapidation, deterioration, age or obsolescence, inadequate provision for ventilation, light, air, sanitation, or open spaces, high density of population and overcrowding, or the existence of conditions which endanger life or property by fire and other causes, or any combination of these factors is conducive to ill health, transmission of disease, infant mortality, juvenile delinquency, or crime, and is detrimental to the public health, safety, morals or welfare.

2. Primary Structure Exterior Conditions. In this category we consider the basic building components: foundation, walls and cladding, roof, windows, canopy/porch, chimneys and vents, exterior stairs, and exterior doors.

We look at each of these components and ask the following questions:

• Is this component part of the building design, but missing, either partially or entirely?

• Are there visible structural deficiencies indicated by crumbling, leaning, bulging, or sagging?

• Are there non-structural components missing such as window panes, flashing, etc.?

• Are there cosmetic deficiencies such as discoloring, dents or peeling paint?

If the answer to any of these questions is “yes”, the evaluator decides if the deficiency is major or minor, and checks the appropriate box. The form deducts

20 EXISTING CONDITIONS

a portion of the points allotted to that component corresponding to the severity of the deficiency. A brief comment is inserted to explain the deficiency observed. If a building was designed without an element (e.g. no exterior stairs), or if the evaluator cannot see an element to evaluate is (e.g. a flat roof), that element is removed from consideration and its points removed from the calculation.

3. Site Improvement Conditions. In this category we consider the condition of accessory structures such as sheds or garages, storage and screening, signage, drives, parking, and walkways. Each is evaluated using the same question and scoring method as for the primary use structure.

4. Other Blighting Influences. In this category we consider an assortment of conditions that are unsafe or unsightly and may impede the sound growth of the community, including minor maintenance issues (e.g. overgrown landscaping), major maintenance issues (e.g. piles of trash), compatibility of use or building bulk as compared to other parcels, safety hazards, and erosion and stormwater management issues. If the evaluator notes the presence of one of these conditions or issues, he or she decides the severity and marks the appropriate box, thereby eliminating some or all of the points associated with that issue.

SCORING

Our approach with all parcels is to begin with an assumption of satisfactory conditions and a full

Blighted Parcels Map

Dane County GIS, 2023

Dane County Aerial, 2022

Parcels scored as POOR or VERY POOR in any of the four areas described above are considered blighted in accordance with the statutory definition.

BLIGHT DETERMINATION

The map (shown above) and table on the right depict the results for the District 2 Blight Evaluation. Of the 160 parcels included within District 2’s boundary, 74 parcels which occupy 43% of the district’s total

area (23.3 out of 54 acres) scored low enough in their evaluation to be designated as “blighted.” 22 parcels (22% of the district by area) scored high enough in their evaluation to be designated as “not blighted.” 64 parcels in District 2 (35% by area) were not evaluated during the blight study process, as they passed the windshield survey.

CONDITIONS

PHYSICAL ASSESSMENT

ZONING

The study area includes a variety of residential and commercial zoning districts. The downtown core is zoned as Central Commercial (C-C); neighborhoods surrounding the core are zoned for Single Family Residence (R-1A) and General Residence (R-3); and, the west portion of the district includes larger parcels zoned as General Commercial (C-G).

Central Commercial (C-C) allows retail, service and office uses which complement McFarland’s downtown character. There are no set restrictions for lot areas or building heights, setbacks, or off-street parking

Single Family Residence (R-1A) limits development to preserve the character of existing low density residential areas and promote a suitable environment for families with children. Development is restricted to a 35-foot building height and 25-foot setback.

General Residence (R-3) establishes medium density residential areas and multiple-family dwellings suitable for families with children. Development is restricted to a 35-foot building height and 25-foot setback.

General Commercial (C-G) intends to create a “compact

EXISTING LAND USE

McFarland’s downtown area includes predominantly residential, institutional, and commercial land uses. Residential uses occupy 49% of the district’s total area; neighborhoods to the north and southwest are comprised of single-family dwellings and duplexes, and multi-family buildings are located east of McFarland’s municipal building. Twenty-four parcels (17% by area) in the district have institutional/governmental uses. Notable institutional buildings—the public library, municipal building, and post office—in the center of downtown create a hub of activity and opportunities for growth on neighboring streets. Commercial uses occupy 17% of the study area divided between smaller retail spaces on Long Street and large-scale development on Farwell Street. Arnold Larson Park is located along

24 EXISTING CONDITIONS

TRANSPORTATION NETWORK

Broadhead Street runs east-west through the northern edge of District 2; west of Main Street, Broadhead is a minor arterial road with the highest average traffic counts in the study area at 4,800 vehicles per day (recorded by WisDOT in 2022). Main Street, which runs north-south through the district, sees similarly high counts of 4,100 vehicles per day. Traffic around the downtown core the downtown core decreases significantly on urban collector roads (2,500 vehicles per day recorded on Bashford Street) and even less on local roads (520 vehicles per day on recorded on Milwaukee Street). The Wisconsin and Southern Railroad runs northwest-southeast through the district, parallel to Taylor Road.

Transportation Network Map

Dane County GIS, 2023

Dane County Aerial, 2022

WisDOT, 2022

railroad (connecting to the District 1 redevelopment plan area to the northwest) until diverging at Main Street to run parallel with Bashford Street and Creamery Road. This trail is part of the Dane County Lower Yahara River Trial which connects to the City of Madison. A portion of the trail transitions to sidewalk adjacent at 5412 Bashford Street; this sidewalk should be widened to match the rest of the trail. Bike lanes follow arterial roads-- Farwell, Main, Broadhead Streets—and smaller collector and local roads including Exchange Street and Milwaukee Street.

NATURAL RESOURCES

Redevelopment in District 2 will be impacted by the location of important natural resources and other environmental limitations which are indicated in the map below. The district boundary does not contain any area including in the Capital Area Regional Planning Commission (CARPC) Environmental Corridor.

Arnold Larson Park occupies the largest area of open space in the district. The park is zoned as part of the Village’s Conservancy District (CO). The property was formerly home to the Badger Petroleum Company and is a reclaimed brownfield. The clean up of the property was completed and final closure by the Wisconsin DNR occurred in 2007. There is an existing clay cover barrier surface over the eastern 2/3rds of the property to

There is also a small tot lot (Discovery Park) adjacent to the Public Library. This park is well utilized by children. Acquisition, management, and improvements to park areas must have oversight from the Village’s Parks and Recreation Committee.

Steep slopes, which may create natural boundaries for design concepts, exist in the district’s northwest corner following the north side of Taylor Road, and around a stormwater retention area in the southeast corner adjacent to Creamery Road.

Dane County GIS, 2023 Dane County Aerial, 2022

26 EXISTING CONDITIONS

BUILDING CONDITIONS

The map below illustrates building conditions within the study area. The assessment is subjectively based on a building’s exterior appearance as viewed from the street and does not formally evaluate structural integrity or architectural qualities. Buildings in poor condition can negatively impact the value of surrounding properties and potentially lead to blight. Parcels in need of improvement are opportunities for redevelopment in the district.

The classification scheme utilized is as follows:

• Needs Improvement, indicated in red, highlights the 47 properties in District 2 (27% by area) which require major or minor improvements. Degrees of improvement scale from general maintenance issues

• Good to Fair, indicated in green, denotes the 91 District 2 properties (53% by area) which have not been identified as in need of any improvements.

• No Building or Not Evaluated, indicated in beige and gray, includes the 22 parcels in the district that are without on-site structures or those that have not yet been assessed.

PROPERTY VALUE

Land and improvement (building) values are assessed annually for tax purposes. The map below illustrates the calculated ratio of each parcel’s improvement value to its land value. This Land-Improvement (I/L) Ratio is an openly available, objective source to identify strong candidates for redevelopment. Parcels valued at greater than 4.0 contribute significantly to the local tax base. Optimal conditions for redevelopment are indicated by an I/L Ratio valued under 2.0.

The classification scheme utilized is as follows:

• Strong Contribution: 59 parcels (31% by area) have an I/L Ratio above 4.0, indicating that one-third of properties within the study area contribute significantly to the local tax base.

• Potential Reinvestment: 15 parcels (16% by area) with a ratio less than 2.0 do not effectively contribute to the tax base and would be ideal for redevelopment.

The total present equalized value of all District 2 parcels is approximately $83,342,896; redevelopment in this district will increase equalized values and contributions to the local tax base.

28 EXISTING CONDITIONS

SITE SIGNIFICANCE

The map below illustrates strengths and weaknesses of key sites in District 2, classified as follows:

• Historical: Six parcels in downtown which are recognized for their historic value on local, state, and national registers.

• Incompatible Uses: Sites where current land uses do not reflect the area’s overall character or align with future land uses as described in the 2017 Comprehensive Plan. While these 39 parcels are not immediate priorities for reinvestment, they should be considered for redevelopment if future compatibility is possible.

• Low Value: Parcels which received a low improvement to land ratio; structures on these 10 parcels do not

Parcel Significance Map

Dane County GIS, 2023

Dane County Aerial, 2022

• Public/Institutional Use: Sites (26 parcels) which are currently utilized for public or institutional uses, including parks and municipal buildings.

• Vacant or for Sale: Properties which are either temporarily vacant (listed for sale) or have experienced prolonged vacancy. Several of these six parcels are ideal locations for redevelopment.

LAND USE & REDEVELOPMENT

CHAPTER FOUR

This section provides a vision for the revitalization of District 2. This vision looks to enhance existing assets and identify opportunities for redevelopment sites that currently detract from the district’s character; it presents the framework to guide future efforts to grow Downtown as a place to work, live, shop, eat, and play.

REDEVELOPMENT AREAS

Proposed redevelopment areas are interspersed with already improved parcels containing businesses that align with the Village’s goals for this region. Vacant land coexists with partially improved lots.

It is important to note that some marked parcels contain businesses that are not anticipated to be redeveloped. Situations where a portion of the property is vacant (and consequently, underutilized) form the basis for indicating an entire parcel for redevelopment. It should be understood that the Village is identifying potential sites and anticipates working with existing property owners to best serve the business, the property owner, and the redevelopment area.

Private sector activities will include, but not be limited to, assemblage of property, site preparation and construction of new development. In some cases the Village may need to assist in these efforts either

directly through property acquisition and assemblage, or through development incentives.

The map on page 30 highlights parcels that are designated as ideal locations for redevelopment. Redevelopment opportunity areas are divided into high priority and low priority redevelopment areas, which are defined as follows:

High Priority

These areas have been identified as key locations for redevelopment because of their location, accessibility, underutilization and/or low value. Potential concepts for these areas have been illustrated in this plan.

Low Priority

While not included in the design concept development process, parcels designated as “Low Priority” are ideal locations for future development to naturally expand beyond the high-priority areas.

Planned Public Improvement Projects

These areas include planned projects and master planning efforts which could mutually benefit redevelopment in high and low priority areas.

30 REDEVELOPMENT

OPPORTUNITY AREAS - TRANSITIONAL AREA

This subdistrict includes the area west of downtown between Farwell Street and Taylor Road. This neighborhood houses a number of local businesses and sees a high volume of east-west traffic.

Area Intent: This area provides a transition between major corridors including USH 51, Taylor Road, and Farwell Street into Downtown. Residential infill in this area would benefit from close proximity to the local high school and Arnold Larson Park. Development in this area should incorporate commercial buildings to infill between existing businesses, mixed-use, and multi-family residential buildings, with new commercial buildings closer to Farwell Street to promote pedestrianoriented development.

The low-priority areas south of Farwell Street could be redeveloped into smaller commercial uses or mixed-use buildings with storefronts facing Farwell and rear yard parking; alternatively, this area could be ideal for townhouses or multifamily residential development considering the site’s proximity to the school, commercial areas, and parks.

Improvements to this site will be guided by the 2020 Arnold Larson Park Master Plan (see pg. 9) as amended by this plan.

OPPORTUNITY AREAS - DOWNTOWN CORE

The Downtown Core describes the area between Broadhead Street and the railroad tracks north of Creamery Road.

Area Intent: Downtown should continue as the heart of the Village, providing public services and event spaces for community gatherings. Infill and redevelopment should prioritize mixed-use buildings with residences on upper levels; an increase in people living in the downtown area will promote public activity and support

local businesses. Pedestrian-oriented development is fundamental to this area.

Downtown Core - North

This subdistrict encompasses the northern portion of the downtown core across from the public library; development north of Anthony Street. Recommendations for this area balance growth with retaining downtown’s historic character and local businesses to include mixed-use and specialty commercial spaces.

This site could be developed similarly to Low Priority Areas 1 and 2, with the added potential to incorporate the existing post office.

Redevelopment in this low-priority area could facilitate the transition between the commercial downtown core around Main Street and the residential properties to the west.

This area will be redeveloped after the high priority areas on Main Street to transition from high-density mixed-use to lower density residential to the north.

Downtown Core - South

This subdistrict includes the southern portion of the downtown core and will tie directly into the 2023 Municipal Center Campus Plan. Recommendations for this area suggest large-scale mixed-use buildings and road reconfigurations to create a flexible public space between future development and the municipal center.

Improvements to this site will be guided by the 2023 Municipal Center Campus Plan (efforts to pursue this development have been placed on hold at the time of writing this plan and are expected to resume in 2025).

32 REDEVELOPMENT

DEVELOPMENT STANDARDS

Population Density, Land Coverage, Building Intensity Properties in the redevelopment area will be developed in accordance with applicable municipal zoning, subdivision and other land use regulations.

The Village promotes the creation of an atmosphere where sustainability, use of “green” building materials, and high density is encouraged. With the demands on natural resources and impacts on the environment, there is an expectation that future growth will be sustainable— not just from a construction standpoint, but also impact on the environment, complementary transportation support, and other important factors which will continue to keep McFarland ahead in the development arena. The designation of high-density, mixed-use areas will be pursued by the Village when meeting with potential developers within the district. Meeting these goals and objectives will further justify the basis for the Redevelopment District and TID.

Statement of Proposed Changes in Zoning Redevelopment will be implemented according to the 2017 Comprehensive Plan, the TID #4 Project Plan, and this plan.

In order to achieve the proposed vision for the neighborhood, this plan notes specific conflicts in the current zoning ordinance and proposes the following changes that go hand in hand with the concept plans:

• R-3: The current density standards in the Village’s R-3 General Residence District may be too low to support sustainable and economically feasible multifamily development. Recent redevelopment projects in the Downtown area have had to utilize Planned Unit Development Zoning which adds costs, process, and administration.

• C-G / C-C: Residential (R-2 & R-3) are conditional approved uses, and the maximum density of 15 units per acre is too restrictive for the downtown given

the smaller lot sizes. Residential should be allowed by right on upper floors per densities that are appropriate to the specific areas.

• C-G: The front yard setback requires 25 feet, while proposed design standards suggests having a setback between 10ft and 25ft in the transitional areas. To achieve the desired vision for the corridor, this requirement should be amended for the specific area along Farwell Street.

When different zoning is required to complete a project as outlined in this plan, the necessary steps will be taken to change the zoning to the appropriate zoning classification.

Building Codes and Ordinances

This redevelopment plan anticipates no changes to Village of McFarland building codes or other ordinances. Should a development proposal come forward that is worthy of code or ordinance consideration, the Village Commissions, Boards and staff will carefully review the request and act in the best interest of the community.

Official Map

This redevelopment plan anticipates no significant changes to the Village of McFarland’s official map, unless Taylor Road is planned to be reconfigured to Farwell Street.

DESIGN CONCEPTS

The following section contains design concepts for the high priority redevelopment areas defined in each subdistrict. The design concepts for each area are speculative and are used as a guide for what is possible based on Village codes and potential changes per the recommendations of this Plan.

The proposed designs are not intended to limit the district’s options for future development, or recommend any business should be displaced. Development in these high-priority areas typically will move forward when the current property owner’s interests to sell or build on the property. Village acquisition of property may be required in order to implement variations of these concepts.

The provided design concepts are:

• A long-term vision for what’s possible

• Support for identifying character and design parameters should sites be redeveloped

• Collaboration opportunities for existing property owners to best serve local businesses, residents, and the redevelopment area.

The provided design concepts are not:

• Suggesting removal of any existing businesses

• Restricting the current property owners to continue operating and owning their property

• Limiting local businesses’ options or adding barriers to their operation

The Village acknowledges that these concepts are not the only potential redevelopment outcomes; the Village may consider other alternatives— including building heights, units numbers/densities, and total commercial square footage— as individual development proposals are presented, particularly in instances where other

alternatives conform with the plan’s general intent but add benefits such as addressing affordable housing, sustainability, or decreasing TIF assistance needed for financial viability.

KEY GOALS FOR REDEVELOPMENT

1. Follow initiatives set in the 2023 Economic Strategic Plan, including increasing small/ niche retail and service businesses in the Downtown area, expanding employment opportunities, and increasing the tax base.

2. Follow initiatives set in the 2023 Housing Needs Assessment, including increasing housing units, choices, and affordability.

3. Work together with local owners to support existing businesses.

4. Enhance the character and pedestrian experience of buildings and public spaces, especially to activate the Downtown Core with outdoor dining and event spaces.

34 REDEVELOPMENT

TRANSITIONAL AREA

The high-priority redevelopment area encompasses the region west of downtown between Farwell Street and Taylor Road. The Farwell corridor includes a number of local businesses surrounded by residential neighborhoods. McFarland’s high school is located directly west of this district area.

The preferred concept for this subdistrict proposes infill development around the existing multi-tenant building (currently occupied by Ace Hardware). This concept includes the following infill:

• A 3-story multi-family residential building

• Three 1.5-story commercial spaces on Farwell Street

• A 3-story mixed-use building

• A 2-/3-story mixed-use building across from Arnold Larson Park

The images on the right present examples of 1.5-story commercial development that can front Farwell Street, screening parking behind the buildings. The lower image provides a mixed-use buildings that would be compatible with the neighboring Larson House Museum.

Alternative Concept

The alternative concept for this subdistrict proposes a reconfiguration of Taylor Road to curve through the subdistrict and connect at Merrill/Farwell. This concept includes:

• Two 3-story multi-family residential buildings

• A 1.5-story commercial building

• Two 4-story mixed-use buildings

• Former Taylor Road adapted to include additional surface parking

While reconfiguring Taylor Road would require more coordination, design and cost, it would create opportunities for larger-scale development and public parking near Arnold Larson Park.

SITE ADVANTAGES

• Walkability to downtown

• Ample space for parking and larger projects

CHALLENGES TO CONSIDER

• High-volume traffic, especially around school pickup and drop-off times

• Navigating relationships with existing businesses

Both concepts present a 2-/3-story mixed-use building for the property located across from Arnold Larson Park. Per public feedback, the building steps down in height to provide a transition between this development and surrounding low-density residential.

ExamplesCommercial, Mixed-Use

36 REDEVELOPMENT

DOWNTOWN CORE - NORTH

This subdistrict includes parcels in the downtown core along Main Street and Anthony Street, extending the downtown improvements planned around the Village Municipal Campus. This concept preserves two existing businesses— Spartan Pizza and the Village’s food pantry.

The preferred concept for this subdistrict proposes:

• 3-story mixed-use building with surface parking on the west side of Main Street

• 3-story mixed-use building on the east side of Main Street with both surface and underground parking

• Expansion of existing surface parking lot on the corner of Milwaukee and Anthony Streets

• A 1.5-story commercial building with rear/side parking

The images on the right show examples of commercial and mixed-use development which would follow the set design standards and complement the downtown area’s historic character. The 1.5-story commercial space could be utilized as a restaurant, which received a high level of support in the visioning survey, or another niche market referenced in the Downtown Strategic Market Assessment.

The ground floor of this and all of the proposed mixeduse buildings would provide spaces for restaurants, specialty retail, service-oriented businesses, and the “desirable features” which were rated highly in the visioning survey.

SITE ADVANTAGES

• Adjacency to the public library plaza and future municipal center campus

• Opportunity to enhance pedestrian experience of downtown

CHALLENGES TO CONSIDER

• Existing local businesses

• Proximity to single-family residences north of Hough Street

ExamplesCommercial, Mixed-Use

Alternate Concept Area - Anthony Street

Alternative Concept - Anthony Street

The alternate concept for the property on Anthony Street suggests relocating the public parking lot to the adjacent lot on Hough Street to provide a 3-story mixed-use building with commercial frontage facing the Village’s municipal campus. The development would provide surface and underground parking to accomodate residents.

This alternate concept extends the commercial block face along Anthony Street; project feasibility would require redevelopment of two residential properties on the corner of Hough Street and Milwaukee Street.

Alternate Concept Area - Main Street

Hough Street

LongStreet

Alternative Concepts - Main Street

These alternative concepts provide options for a scenario in which the Frontier building on Main Street is not an option for redevelopment. The single lane of added parking on the corner of Hough Street is intended to support future redevelopment in the low priority area to the west.

40 REDEVELOPMENT

DOWNTOWN CORE - SOUTH

This subdistrict considers the area of downtown directly south of the existing municipal building along Long Street. This concept is presenting a public square from the 2023 Municipal Center Campus Plan, which is going through a design process by another consultant.

The preferred concept for this subdistrict proposes:

• Two 4-story mixed-use buildings with 50-60 residential units and approximately 17,000 SF of commercial space (surface and underground parking)

• A flexible event area with a raised curbless road design between Long Street and railroad tracks

One consideration with development along Long Street is if Milwaukee Street is maintained and if it continues to be one-way northbound between Creamery Road and the railroad tracks.

The images on the right provide a sense of scale and historically sensitive designs for 3 and 4-story mixeduse buildings. The buildings’ upper floors can be set back from the front facade (shown in the first image) to give the impression of a smaller scale from the pedestrian point of view.

Alternative Concept

The alternate concept for this area removes Milwaukee Street after the railroad tracks to provide one 4-story mixed-use building with 80-90 residential units and roughly 17,000 SF of commercial space. One potential concept includes a ground floor breezeway, providing access through the center of the building.

This concept reduces the number of vehicles at the end of Long Street by rerouting traffic to the south side of the proposed development. This design requires both sides of the street to redevelop, and likely would be completed in one phase.

SITE ADVANTAGES

• Proximity to the Municipal Center Campus Plan (2023) development area

• Ideal location for public gathering space

CHALLENGES TO CONSIDER

• Impact on traffic patterns on Long Street and Creamery Road

• Cost of large-scale development

FUTURE LAND USES

The map shown below indicates proposed changes to McFarland’s Future Land Use Map. Parcels to be changed are highlighted with a white outline.

RECOMMENDED CHANGES IN LAND USE

Mixed-Use / Flex Commercial

The Mixed Use / Flex Commercial category is “appropriate for a mix or option of commercial, multiple family residential, institutional, and/or open space uses.” Areas changes to this land use designation are following the guidance from previous plan to allow more flexibility around the Farwell Corridor. This change will allow for potentially larger-scale mixed-use developments in the Transitional Area.

Parcels identified for change south of Farwell Street would be appropriate for future mixed use, townhouse, or multiple family developments; however, development will likely require more parcels than originally planned in the 2017 Comprehensive Plan. New developments should incorporate site and building design techniques to increase compatibility with existing single-family housing to the south, and include shallow front yard setbacks and rear yard parking to enhance the pedestrian experience along Farwell Street.

Neighborhood

Parcels east and west of Main Street will be redesignated to “Neighborhood Development.” The Comprehensive Plan describes this category as “a carefully planned mix of mostly single-family residential development, with well-designed, limited components of two-family and townhouse residential, multi-family residential, institutional, and recreational land uses, all served by public sanitary sewer and water systems.”

The change will allow for potential transitions of single family lots to two family, townhouse, or multiple family.

Accessory dwelling units may also be appropriate in these areas. Flexibility in residential building types will encourage a diverse options of housing within walking distance to the downtown core.

Downtown

The Downtown category generally aligns with the boundary of TID #4 to “create vibrant places and community gathering spots” according to the 2017 Comprehensive Plan. Desirable land uses include commercial services, retail, restaurants, lodging, office, multi-family residential (mainly in upper stories), and institutional, including mixed-use sites and/or buildings.

The property at 6007 Exchange Street sits adjacent to the Village’s historic Larson House and Museum. There is potential to relocate the historical society on Main Street to this property as part of Main Street’s redevelopment plans. This site would form a Historical Society Campus cooperatively with the Larson House.

Dane County GIS, 2023

Dane County Aerial, 2022

IMPLEMENTATION

CHAPTER FIVE

The Village intends to pursue public/private sector cooperative activities to comprehensively implement this Redevelopment Plan. Developer agreements and the Village of McFarland’s applicable plans will be used in order to ensure quality of development and fulfillment of the public purpose of this Redevelopment Plan and TID #4 Project Plan.

TID PROJECT PLANS

The 2010 Redevelopment Plan was created to be used in conjunction with the 2008 TID #4 Project Plan, which acted as the Redevelopment Plan’s financial enabling tool and planning document for public improvement projects. A 2015 amendment to TID #4 established a funding expenditure period ending in 2030 and a termination date in 2033.

In addition to reserved funding for administration and contingencies, the TID #4 Plan lists eligible projects:

• Anthony Street Improvements

• Bashford/Exchange St. intersection improvements (rail improvements)

• Traffic signals at Bashford & Exchange

• Farwell St. water main improvements

• Stormwater improvements and engineering

• District-wide specialty landscaping, lighting, and pedestrian amenities

• Redevelopment Funding

» Site acquisition and preparation

» Recruitment of appropriately-qualified developers

» Marketing for potential businesses

» Low interest loans and/or interest write-downs for property rehabilitation and redevelopment

» Grants for façade improvements and/or developer recruitment

Projects in this plan extend beyond the boundaries of TID #4 and will not be complete before the expenditure period’s closure; plan implementation may therefore require a territory amendment or a new TID overlay.

PROJECT FINANCING

Financing can be accomplished in different ways. One potential method of financing includes CDA bonding as provided in Sec. 66.1333(5), Wis. Stats. Principal and interest on the CDA bonds can be paid through the following three methods:

1. Revenues generated from the sale or lease of the property;

2. Payments made to the CDA from tax increment revenues from the Village received from increased taxes on new development within TID #4;

3. Receipt of revenues from the TID Economic Development Fund expenditure.

However, the Village may choose to bond separately for improvements through their normal borrowing channels. Developer Financed bonds may also be used to pay for improvements. Simply stated, a development agreement between the Village and the Developer is first negotiated and entered into. The development agreement specifies the share of the tax revenue that the Village will reimburse the Developer once the Developer pays the taxes as billed by the Village. The Developer then borrows the funds. The improvements (buildings, etc.) are constructed and a tax bill stating the amount of property tax owed is sent to the Developer/ property owner. The Developer pays the taxes and the Village reimburses the previously-agreed upon amount to the Developer. This reimbursement continues until the agreement has been fulfilled or the TID is retired, whichever occurs first.

PERFORMANCE STANDARDS

Throughout the project, developers and contractors will adhere to the provisions of applicable municipal ordinances and codes including, but not limited to, the zoning ordinance, subdivision and platting ordinance, building and construction codes, traffic ordinances, site plan review regulations and deed restrictions.

PLAN AMENDMENTS

This plan may be amended at any time in accordance with the provisions of Sections 66.1001 and 66.1333(11), Wis. Stats. If the plan is modified, a public hearing will be conducted by the Plan Commission. All modifications to the plan must be recommended by the Community Development Authority, Plan Commission, and approved by the Village Board by a two-thirds majority.

RELOCATION OF DISPLACED PERSONS AND BUSINESSES

No persons are expected to be displaced or relocated as a result of adoption of the Redevelopment Plan;

however, if relocation were to become necessary in the future, the following is the method proposed by the Village or Community Development Authority for displacement or relocation:

Before negotiations begin for the acquisition of property or easements, all property owners will be contacted to determine if there will be displaced persons as defined by Wisconsin Statues and Administrative Rules. If it appears there will be displaced persons, all property owners and prospective displaced persons will be provided an informational pamphlet prepared by the Wisconsin Department of Administration (DOA). The Village will file a relocation plan with the DOA and shall keep records as required in Wisconsin Statutes 32.27. The Village will provide each owner a full narrative appraisal, a map showing the owners of all property affected by the proposed project and a list of neighboring landowners to whom offers are being made as required by law.

LAND DISPOSITION

It is possible that either the Village or the CDA will acquire land as a result of implementation of this plan. All negotiations will follow the legal requirements imposed on the Village and CDA for land acquisition.

TERMINATION

This redevelopment plan and district area will terminate when the Village Board determines that the goals as set by the Redevelopment District #1 Plan have been met.

PLACEMAKING

Placemaking is the process of creating quality places that attract people. Quality places can and should be unique and memorable, but there is a set of general physical characteristics that all good places share.

Project for Public Spaces (PPS) has found that Quality Places share four qualities:

1. They are accessible.

2. People are engaged in activities there.

3. The space is comfortable and has a good image .

4. It is a sociable place - one where people meet each other and take people when they come to visit.

The Place Diagram (created by PPS) shown below describes the many facets that make a place “great”.

The vision for this plan is to make the redevelopment district planning area a distinctive place. This section describes guidelines to work towards this goal. The guidelines are not intended as strict requirements.

PLACEMAKING STRATEGIES

The following section describes some placemaking strategies to enhance the district’s capacity to attract people and businesses while fostering a positive physical and emotional environment.

Street Improvements & Social Spaces

• Provide consistent street lighting that enhances the neighborhood and supports safe, pedestrianfriendly walkways. Decorative/architectural lighting is encouraged.

• Include artistic works/features in the planning area (e.g., sculptures, murals, crosswalk/sidewalk treatments, etc.).

• Connect social spaces to the pedestrian/bike network within the planning area and community.

Buildings

• Use major intersections as an opportunity to create a unique place and “hold the corner.” The design and programming of these buildings can reinforce the importance of these places, including unique architectural features and highly visible social gathering places.

• There are sites within the district that are “terminal vistas”, meaning they are highly visible at the end of a segment of street right-of-way. These sites are opportunities to anchor the view with an architectural feature.

• Build high-quality buildings that have strong relationships to the public street, meeting the recommendations in the design guidelines handbook found in the Plan’s appendix.

DESIGN PREFERENCES

Feedback provided at the second open house indicated public support for streetscape enhancements; respondents were satisfied with the amount of signage and banners in the area but would like to see more bike racks, street trees and landscaping, and lighting. Efforts to implement plantings and amenities will promote walking, shopping, and gathering in a safe, pedestrianfriendly environment.

Considering this downtown character, the images below scored favorably on the design preferences survey:

SITE IMPROVEMENTS AND UTILITIES

Potential public sector activities could include:

• Public rights-of-way and utilities improvements

• Bike/pedestrian improvements

• Economic development funding, property acquisition

• General administration, legal, planning, engineering

• Relocation of displaced individuals and businesses

Central to this redevelopment plan are public improvements for stormwater quality management, the redevelopment of vacant or underutilized properties, business stimulation and support, traffic circulation and safety, way finding and streetscape, landscaping and private development. Aesthetics of the area are a high priority for improvement considering the historic character of the downtown urban environment.

STREETSCAPING ENHANCEMENTS

The Enhancement Priority map on page 47 identifies key areas for the Village to prioritize improvements to the existing streetscape. Enhancements could include widened sidewalks with decorative terraces, narrowed intersections with enhanced crosswalks, decorative street lights, added street trees and/or landscape planters, and public art installations.

The widened sidewalks include adequate space for street furniture amenities, including lighting, benches and bike racks. These should be installed in alignment with proposed street trees in terrace. If implemented, these changes will make downtown McFarland more attractive and compelling as a place to explore on foot. The images on the right illustrate the Plaza Event Space in the urban core as a featured project to create a pedestrian-oriented experience.

The Village should look for opportunities to strengthen community branding through street furnishings that incorporate the Village’s logo and primary colors; page 49 provides examples of these branded amenities.

ACTION PLAN

This section identifies the various actions necessary to translate the plan’s vision into reality. The actions are organized by type and include recommended time frames for completion. Timing and sequence may shift due to changes in available funding, landowner needs, or real estate market demand.

Anticipated Time Frames

Immediate: 2025

Short Term: 2025-2028

Mid Term: 2029-2035

Long Term: 2036+

ADMINISTRATIVE (A)

A.1. Adopt this plan as an amendment to the Village of McFarland Comprehensive Plan. Through this adoption, the Village’s Future Land Use (FLU) map will be updated.

Time frame: Immediate (2025)

Responsible Parties: Community & Economic Development staff, Planning Commission, Village Board

A.2. Appendix D of this Plan provides a design standards handbook that can inform, guide and regulate development per the vision of the district. The Village’s zoning map and ordinance should be amended to include a design overlay district that encompasses the entire study area, referring to the application and review process within the administrative section of the Design Standards Handbook. If/when the Village completes a full Village-wide Zoning rewrite these standards could be codified into the zoning ordinance

Time frame: Immediate (2025)

Responsible Parties: Community & Economic Development Staff, Plan Commission, Village Board

A.3. This plan outlines zoning amendments that should be considered as part of the anticipated 2025 Village-wide zoning code rewrite.

Time frame: Short term (2025-2028)

Responsible Parties: Community & Economic Development Staff, Plan Commission, Village Board

A.4. Review action plan on an annual basis as part of the Village’s budgeting and strategic planning processes. To provide lasting value and influence, this plan should be used and referenced regularly, especially during budgeting processes, to support implementation of this Plan’s actions. This review should discuss items completed over the prior year, re-evaluate the actions based on funding and existing opportunities, and adjust action timeline based on the evaluation.

Time frame: Ongoing, Annually

Responsible Parties: Community & Economic Development Staff, Village Board

A.5. Plan Amendments & Updates. While this plan may be amended at any time in accordance with the provisions of Sections 66.1001 and 66.1333(11), Wis. Stats, two specific future instances where plan amendments may be warranted include when the Village completes its next 10-year update to its Comprehensive Plan in 2026-2027 or as part of the adoption of any new Tax Increment Finance District.

Time frame: Short Term (2025-2028)

Responsible Parties: Community & Economic Development Staff, CDA, Plan Commission, and Village Board.

MOBILITY & PARKING (MP)

MP.1. Convert the existing sidewalk adjacent to 5412 Bashford into a multi-use path as part of the Lower Yahara River Trail and expand the public parking lot.

Time frame: Short term (2025-2028)

Responsible Parties: Village Engineer, Village Board

MP.2. Add painted crosswalks similar to those at Main/ Long to other areas.

Time frame: Short term (2025-2028), ongoing

Responsible Parties: Village Engineer, Village Board

MP.3. Add Rapid Flash Beacons or other intersection improvements to increase pedestrian and bicycle safety at intersections as needed.

Time frame: Short term (2025-2028), ongoing

Responsible Parties: Village Engineer, Village Board

ECONOMIC DEVELOPMENT & HOUSING (EDH)

EDH.1. Meet with property/business owners of designated redevelopment opportunity sites as needed to understand their future intentions for their site.

Time frame: Ongoing

Responsible Parties: Community & Economic Development Staff

EDH.2. Assist existing businesses that are considering moving by finding other suitable sites within the Village.

Time frame: Ongoing

Responsible Parties: Community & Economic Development Staff

EDH.3. Encourage the use of incentives, with Tax Increment District financing being one, where the Village determines that the benefits provided by land use, economic development, and/or public goals and objectives weigh in favor of a contribution. Other forms of incentives could include low interest loans, land write-downs or waiving impact fees for affordable housing projects

Time frame: Ongoing

Responsible Parties: Community & Economic Development Staff, Village Board

EDH.4. Consider purchasing key redevelopment sites to advance projects envisioned in this plan.

Time frame: Ongoing

Responsible Parties: Community & Economic Development Staff, CDA, Village Board

PARKS & OPEN SPACE (POS)

POS.1. Improve Arnold Larson Park per the 2020 Larson Park Enhancement Plan, as amended within this plan.

Time frame: Short Term (2025-2028)

Responsible Parties: Park and Recreation Committee, Village Engineer, CDA, Village Board

POS.2. Implement the public plaza between the Library and the Municipal Center with considerations of improvements to Long Street per this Plan.

Time frame: Short Term (2025-2028)

Responsible Parties: Community & Economic Development Staff, Village Engineer, CDA, Village Board

URBAN DESIGN & PLACEMAKING (UDP)

UDP.1. Continue to finance a facade improvement program that would offer low interest loans or grants for building improvement projects that would enhance the appearance and function of the local street facade. The application selection should be prioritized for those properties that have not been considered as “redevelopment opportunities” in this Plan. The design guidelines within the handbook (included in the appendix) should be followed to be considered for the facade improvement program.

Time frame: Ongoing

Responsible Parties: Community & Economic Development Staff, Village Board

UDP.2. Continue to implement established branding for the downtown area and produce banners that can be installed on existing light poles.

Time frame: Short term (2025 - 2028)

Responsible Parties: Community & Economic Development Staff, Chamber of Commerce, Village Board

UDP.3. Develop and implement a streetscape vision for Main Street (up to Broadhead), Anthony Street and Long Street. Some existing streetscape elements exist on Main Street south of Anthony Street that could be extended and further enhanced to promote this as an active walkable district. In some instances it may be appropriate to phase these improvements with redevelopment of adjacent properties.

Time frame: Mid term (2029-2035)

Responsible Parties: Community & Economic Development Staff, Chamber of Commerce, Village Board

UDP.4. Reconstruct the south/west sidewalk area of Farwell Street to match the other side of the road with decorative terrace, street trees, etc.

Time frame: Long term (2036+)

Responsible Parties: Community & Economic Development Staff, Chamber of Commerce, Village Board

APPENDIX A: PARCELS & VALUE

APPENDIX B: SURVEY SUMMARIES

VISIONING SURVEY RESULTS (SEPTEMBER 2023)

This survey aims to determine redevelopment opportunities and future public infrastructure improvements.

DESIGN PREFERENCE SURVEY (APRIL 2024)

This survey aims to solicit the public’s feedback on future redevelopment and public infrastructure improvements.

APPENDIX C: CONCEPT SUMMARY

PROCESS:

INITIAL CONCEPTS: CONCEPT A

PROCESS:

INITIAL CONCEPTS: CONCEPT B

PROCESS: SURVEY RESULTS