Unleashing Urban Growth in Green Bay with Nova Green Bay

Construction Begins with Excitement

Much of the New Land Enterprises staff made the journey from Milwaukee to join Green Bay officials and stakeholders on Thursday afternoon for a groundbreaking ceremony. The parking lot has already been cleared, and heavy equipment is now hard at work, tearing into the ground. New Land Managing Director Tim Gokhman expressed his excitement, stating, "I cannot overstate how excited we are to be here. It is truly an honor to be part of this project in this great city."

This $55 million mixed-use high-rise will add 268 new apartments and a plethora of luxury amenities in the heart of downtown. It will also be the first new addition to the Green Bay skyline since 2016. City Council Member Brian Johnson emphasized the significance, saying, "To see the way (New Land) activates their spaces and the high-quality construction, it's truly exciting. This is a spot that has been targeted for development, and we look forward to seeing more like this in Green Bay."

Nova Green Bay's Twitter Roots

Nova Green Bay's journey began in late 2022 when Mayor Eric Genrich directly messaged New Land Managing Director Tim Gokhman on Twitter, expressing interest in developing housing outside the Milwaukee area. Genrich was committed to bringing high-quality development to Green Bay, stating, "I'm willing to do absolutely everything from direct messages to formal engagements. We're going to make this happen."

By May 2023, the group secured a planning option for the property, and in early 2024, they presented their plans. A year later, in May 2024, the Green Bay City Council approved a development agreement with New Land. This marked a significant milestone in the project's progress.

A Key Sign of Downtown Growth

Jeff Mirkes, executive director of Downtown Green Bay Inc., is excited to see construction equipment arrive and excavation work begin. He believes this is a key central city site for growth and the first sign of a wave of residential development coming to downtown. "This development sends a really important message that downtown is a great place to live and will be a catalyst for future residential opportunities," Mirkes said.

The eight-story, J-shaped building will include a wide range of amenities for residents, such as a third-floor rooftop swimming pool and community room, more than 280 enclosed parking stalls, a golf simulator, green roof, game area, and a pet spa. Once complete, it is expected to add at least $38 million to the city's tax rolls.

Packers Heritage Trail Plaza Relocation

Nova Green Bay's construction required a new location for the Packers Heritage Trail plaza. The city and the Green Bay Packers reached an agreement this fall to remove the plaza and deliver its statues and displays to the Packers. Matt Buchanan, the city's deputy development director, said contracts are being signed for the plaza's removal, and work is expected to start before the end of the year.

Keeping Downtown Informed

Construction will take 18-21 months, and downtown business owners, property owners, shoppers, and residents are concerned about parking and road closures. Mirkes recognizes these concerns and said Downtown Green Bay Inc. will regularly relay construction updates to them. "There will be a lot of impacts in the coming year and a half, but we'll maintain an interface with the contractors and city departments to keep everyone informed," Mirkes said. Anyone can sign up to receive updates by emailing info@downtowngreenbay.com.

Baylake City Center Concerns

One of the concerns raised by downtown stakeholders was the impact on Baylake City Center. Entrances to Spring Lake Church and other tenant spaces will need to be relocated. Buchanan said the building's condominium association recently submitted a façade improvement grant application that is currently under review. This will start the process of reorienting building entrances to face Adams Street or Washington Street.