Affordable housing is not just about putting a roof over someone’s head. It’s about creating opportunities and fostering community. In Madison, a transformative project is rising — both figuratively and literally — to do just that. Rise Madison, a $82.3 million affordable housing development, is set to redefine what it means to live well in a city grappling with a housing crisis.
Slated to open in phases through 2025, Rise Madison is one of the largest affordable housing projects in Madison’s history. While its scale has since been eclipsed by Huxley Yards, another affordable housing project located west of the former Oscar Mayer plant, Rise Madison remains a bold example of how thoughtful design, collaboration, and investment aim to transform lives and neighborhoods.
From concrete jungle to thriving community
The story of Rise Madison begins with a six-acre site on Madison’s east side, formerly home to Gardner Bakery. Vacant since 2019, the property had become a reminder of lost opportunity — an industrial site along busy East Washington Avenue, close to amenities, Madison College and located in the Carpenter-Ridgeway neighborhood.
In 2021, leaders at the nonprofit Wisconsin Housing Preservation Corp. (WHPC) saw potential in the site. Their vision was ambitious: to create a modern, inclusive, affordable housing community that would address Madison’s growing need for accessible living spaces. The result is a development that will include 245 income-restricted units, designed to serve individuals, families, and seniors making between 30% and 80% of the area median income (AMI). For context, this means a two-person household earning between $29,000 and $78,000 annually would qualify for these units, making Rise Madison a lifeline for many who are priced out of the city’s competitive housing market.
Mary Wright, president of WHPC, described the project as a catalyst for growth. “We are excited to bring to Madison a signature product that will be [among] the largest affordable rental communities in the state. We believe this development will be the catalyst for continuing the growth along Madison’s major thoroughfare.”
A human-centric design
Rise Madison seeks to be more than just another housing complex — it’s a thoughtfully designed community tailored to meet the diverse needs of its residents. Its four buildings — The Vireo Townhomes, Hawthorne Pointe, The Starling, and The Phoebe — are each unique in architecture and purpose, but are united by a shared vision: to provide safe, affordable, and welcoming spaces where residents can thrive.
The Vireo Townhomes, the first phase of the project, will include 12 two-story homes with individual entrances. These townhomes are ideal for families who value privacy and direct access to green space.
Hawthorne Pointe, the second building to be constructed, is a five-story structure featuring 77 apartments, underground parking, a management office, a community room, and 5,000 square feet of commercial space. The inclusion of retail and services within the building underscores WHPC’s commitment to creating a self-sustaining community.
For seniors, The Starling offers 46 apartments in a three-story building that overlooks the site’s 1.5-acre private park. It will also house a social service coordinator, a community room, and a fitness center, catering to the needs of older adults.
The final phase, The Phoebe, is the largest of the four buildings, providing 110 family-oriented apartments. Residents will enjoy a fitness room, community room, and a deck with views of the green space.
Together, these buildings form a cohesive community that integrates living, leisure, and support services. According to project manager Megan Walela, “With more than an acre-and-a-half of green space, Rise’s site design promotes connections to the natural environment; the construction techniques emphasize residents’ comfort; and the proximity to nearby amenities such as public transportation foster healthy and sustainable living.”
Bridging accessibility and opportunity
Location can be the difference between housing that provides stability and housing that transforms lives. Rise Madison is strategically located along Madison’s bus rapid transit (BRT) line, offering residents easy access to schools, health care, jobs, and other essential services.
“The Rise Madison project brings needed affordable housing to a site well-served by transit and connected to local schools and colleges,” Madison Mayor Satya Rhodes-Conway said in a statement.
For seniors and working families, the BRT line will be a game-changer, connecting them to opportunities throughout the city without the financial burden of owning and maintaining a vehicle.
Overcoming challenges
The road to realizing Rise Madison wasn’t without obstacles. Transforming a former industrial site into a residential community posed significant challenges, from rezoning to demolition. WHPC worked closely with the city of Madison and others to navigate these hurdles.
One of the most pressing concerns was the site’s proximity to Dane County Regional Airport and Truax Field, where the introduction of F-35 fighter jets has led to increased noise levels. Developers are attempting to address this issue, using sound-mitigating construction materials, although WHPC did not disclose what those will consist of.
The pandemic-era economic climate also presented funding challenges, but WHPC secured a mix of tax credits, grants, and city funding to make the project viable.
Supporting residents beyond housing
One of the main intents of the Rise Madison project is fostering a sense of belonging and stability. On-site support services, provided in partnership with Lutheran Social Services, will connect residents with local organizations and offer programming tailored to their needs.
For families, the park will be a haven for outdoor play and relaxation. For seniors, amenities like fitness centers and community rooms will encourage active and connected lifestyles. These features are designed to enhance the quality of life for all residents.
Further, Rise Madison is meant to be a template for what affordable housing can and should be. By prioritizing design, accessibility, and community, WHPC created a development to address immediate local housing needs while laying the groundwork for long-term neighborhood revitalization.
What’s going up in 2025?
Listed in the photo carousel above is a selection of 12 commercial projects located in Dane County listed in chronological order of their expected completion. Included is the project name, address, description, square footage, contractor, and architect.
