By OnMilwaukee Staff Writers   Published Jan 29, 2002 at 5:54 AM

Looking for glitzy designers, ritzy retail, the smell of imported shoes?

Forget Michigan Avenue, glamour puss. Don't expect the likes of Tiffany's or Talbot's to show up anytime soon.

Here in Milwaukee, developers and civic leaders said they are more interested in creating a bustling, shopper-friendly corridor of big retail and fine dining along the vacant street fronts of downtown's West Wisconsin Avenue.

Progress is moving quickly, said Joe Weirick, president of Polacheck Management Corp. and co-developer of The Shops of Grand Avenue. He said the elements are in place for Milwaukee to embrace a vibrant city center, which will include as much as 30,000-sq. ft. of new retail space in the Plankinton Building by spring 2003.

Weirick looks to lure three to four big tenants into its vacated areas to help rejuvenate the commercial health of Grand Avenue mall. The new tenants will replace a slew of small retailers in the Plankinton arcade.

While none of the tenants will be finalized for another three months, Weirick said much of the retail focus will be on home goods, apparel, "a big bookstore" and, yes, even a few racks of shoes.

But don't think high-end just yet, Milwaukee. He said the new development plans aim to create a shopping and dining atmosphere that resembles the lively, historic character of Chicago's State Street, instead of the decadent glamour of Michigan Avenue.

"The Shops of Grand Avenue (mall) and West Wisconsin Avenue are key components in the city of Milwaukee's overall master plan," Weirick said of the new retail prospects. "If the downtown is going to have a viable retail district, it should be built on West Wisconsin Avenue."

First steps

The plan sounds easy on paper, Weirick said.

But to many retailers and restaurateurs, West Wisconsin Avenue carries a stigma all its own. The cavernous storefronts and "Space for Lease" signs scattered among the windows could have been enough to turn away big retail names and budding entrepreneurs.

But Stephanie Otto, executive director of the Westown Association, said times have changed. She blamed past development difficulties in the area on the poor marketing strategies implemented by mall developers in the 1980s. Otto said former property owners placed too much internal focus on developing a "downtown mall" rather than a "downtown street front" to attract customers.

"Malls downtown don't work," Otto said of the Grand Avenue complex. Instead, she said it is more important for an urban strip, like West Wisconsin, to exhibit attractive street scapes and building facades. A classy outward appearance will help lure in big name retailers, Otto said.

The city government certainly agrees. With the help of private, state and federal funding, the portion of West Wisconsin Avenue between North 2nd and 4th Streets will get a historical, multi-million dollar makeover in time for a busy summer 2002. The renovations include new planters, "Harp" lighting fixtures and re-paved sidewalks along the historic shopping corridor.

"The Harp lights are definitely an icon of Milwaukee," Otto said. And while new streetscaping may resemble the visual character of Chicago's State Street, there are some elements that remain genuine to Milwaukee.

"In the design of the of planter beds, there is going to be something engraved to symbolize hops (which are integral to brewing beer)," Otto said.

The addition of new residential complexes and the recent redevelopment of the Library Hill apartments will add another element that was missing from downtown in the 1980s -- a residential population.

"Now we have people living a block away from the new development," Otto said, citing the development of Library Hill. "People who live in downtown have money to spend."

Cashing out

Just where are Westown residents going to spend their money?

"There is a theme developing west of the river, and dining is the buzz word," Otto said of neighborhood's revitalization. "Westown is definitely the place if you want to eat out."

The location of Mo's Steakhouse and Mo's market at Wisconsin and Plankinton Avenues has peaked the interests of top restaurateurs, including Joe Bartolotta of Bartolotta, Inc. and Keith Halfmann of the Marcus Corp. Both may open new restaurants in Westown in 2002. Recent developments with Border's Books might delay Bartolotta's decision.

Halfmann, the former director of operations for Blu and Celia in The Pfister Hotel, is wasting no time. He opened his latest venture, Milwaukee Chop House, on Jan. 18, 2002. The 140-seat contemporary steakhouse is located on the ground level of the Hilton on 5th and Wisconsin.

"It's really going to drive the people to this area," Halfmann said of his new establishment. "Mo's is kind of the last place west of the river … we will be a destination restaurant."

Halfmann said the facade restoration of the Boston Store building, and the prospects of new retail corridor, will help boost his business.

Bartolotta's has recently paused plans for a new 12,000-sq. ft. restaurant named Rumpus Room, in the ASQ center at 101 W. Wisconsin Ave. Irgens Development Corp., who is coordinating the development prospects for the old Marshall Field's building, may bring another Starbucks coffeehouse and Border's to the location as well.

The city continues to support the development efforts in Westown. Dan McCarthy, City of Milwaukee urban development manager, said the ASQ building would provide "a very strategic location" for promoting coffee sales and an upscale dining atmosphere. Such a development could mean an even brighter future for the growing Westown area, he said.

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"The number of hotels in the area has increased by 50 percent over last several years," McCarthy said. "With the mixing of a day time population, along with attracting residents and visitors to the area, we're creating an environment where people want to be."

City officials have already stood by their words in helping fund the renovation of the central library building, Hilton parking garage and several big name hotels in the past.

And more renovations may be on the way. The Milwaukee Symphony Orchestra is also conducting a feasibility study of the old Grand Theater, located between 2nd and 3rd Streets. Otto said the theater may be used as a performance facility in the future.

"As part of it, they would renovate the building and put in residential units," Otto said of the Grand Theater facility. "West Wisconsin Avenue has the potential to be the premiere dining, theater and shopping district in downtown … that would be awesome for the neighborhood."