Middleton-based Sketchworks Architecture, with a history of designing diverse spaces, is customizing an underused space on Madison’s west side, transforming it into a mixed-use project worthy of an eye-catching spot on a busy city thoroughfare. The architect for the proposed $20 million housing and commercial project at 1302 S. Midvale Blvd. is leveraging its own experience and local voices to create a plan that stands out in the neighborhood.
Sketchworks, which is celebrating its 20th anniversary, has experience with project types from multifamily to office, hospitality, retail, and scientific spaces. The Midvale Boulevard development is no exception, as Sketchworks’ relationship with the property’s ownership team and developer both contributed to the vision for the project design.
The building owner is 401 North Third Street NV LLC, Spring Green, and the civil engineer involved with the project is Quam Engineering LLC, McFarland. “We are still exploring exterior materials and design treatments, but the inspirations come from the developer, who grew up near the west end of Hammersley Road and has a high regard for Frank Lloyd Wright’s Usonian and organic architecture,” says Steve Shulfer, CEO and partner at Sketchworks. “Per the owner, as ‘Madison’s West Gateway,’ it needs an impressive looking landmark building.”
Addressing needs
Indeed, the proposed development has impressive potential, not only to look the part of an area landmark, but also to serve a number of area needs. The building will comprise seven stories, with 55 market-rate residential units; underground and surface parking offering 43 and 38 spaces, respectively; a rooftop patio with Capitol views; and amenities like a clubhouse and fitness center. It also looks to promote pedestrian traffic with 8,000–10,000 square feet of first- floor commercial retail space and increased accessibility with a bus stop.
“As we evaluate the highest and best use of the property, the development team focused on Madison’s need for housing while preserving the neighborhood’s retail accommodations,” notes Shulfer. “Midvale [Boulevard] is one of the most visible and busy thoroughfares in the city … We are working on the designs to help make this a project that not only signifies [the area’s] importance, but also acts as a catalyst to future development.
“This is a proud neighborhood with great resources in housing, schools, and retail amenities,” Shulfer adds. “We seek to use that existing base and strengthen the community through several factors: greater housing opportunities, improved neighborhood retail options, and architecture which enhances the local aesthetic and helps to improve the neighborhood identity.”
Armed with a clear vision and plans tailor-made for the surrounding community, Sketchworks and the development team are poised to take strides in the months ahead. Interviewed in January, Shulfer said the firm had met informally with the Urban Design Commission, the alder and local neighborhood groups, and city staff. He anticipates much of the first half of 2024 will be spent securing local approvals in anticipation of being construction-ready by early 2025.
Shulfer estimates the construction timeline will be roughly 14 months. As the project anticipates further approvals, there is time to hammer out finer details. “We are still working through the financial details and will continue to refine budgets and proformas over the next several months,” says Shulfer. “Twenty million dollars is a concept-level estimate based on historic benchmarking and other similar projects. As we develop the design further, these estimates will continue to be refined.”
As with any project, economic success is based on a combination of the marketable uses, density, construction costs, and anticipated rents. Shulfer says it’s no surprise that recent inflationary trends and interest rates put pressure on projects like this, “and as a result we have a keen eye on balancing all of the factors to create the best product for all.”
Most of Sketchworks’ business is in southern Wisconsin and in the city of Madison, though it has had commissions across the United States. With the Midvale project, the creative mixture of much-sought residential space in a housing-crunched city and commercial space to bolster local retail may be the perfect recipe to ensure the development’s resilience amid economically uncertain times. The project would add substantial value to the area, in both a literal and aesthetic sense.
“We have received positive responses and great feedback from neighbors and city staff,” says Shulfer, “and [we] look forward to working with the community to refine and celebrate this incredible vision for south Midvale Boulevard.”
