Introduction

1. Past & Future of Pierce Street

2. Area in Context

3. Study Area

4. The Menomonee Valley & Pierce Street

5. Origins of the Plan

6. Community Participation

7. Values of the Community
Section 2: Vision for the Future
Section 3: Overview of Planning Areas
Section 4: Planning Area A
Section 5: Planning Area B
Section 6: Planning Area C
Section 7: Planning Area D
Section 8: Planning Area E
Section 9: Summary
Section 10: Appendix

Section

Introduction
Left: An aerial view of the West Pierce Street neighborhood in 1951
Source: Milwaukee County Automated Mapping & Land Information

Section 1 | Introduction

Past & Future of Pierce Street

he Pierce Street Corridor, consisting

of Pierce Street as it runs west from
Layton Boulevard to 39th Street, forms
the residential heart of Milwaukees Silver
City district. Silver City was amongst the first
of Milwaukees neighborhoods built west
of downtown, and it was primarily settled
by immigrant laborers. The district owes its
name to the silver dollars once used to pay
the thousands of industrial workers who built
and ran the shops of the Menomonee Valleys
legendary Milwaukee Road complex. The name
also betrays the earlier existence of a stronger
daily bond between the workforce of the Near
South Side and the firms of the Menomonee
Valley. The City of Milwaukees Near South Side
Area Plan recently identified light industrial and
warehousing land uses as optimal for the parcels
north of W. Pierce St. along the corridor. These
land uses once formed a perfect complement
to the Menomonee Valleys role as Milwaukees
industrial heart. Enormous rail lines and factories
needed space to deposit parts and goods.
Smaller machine shops found the parcels atop
the bluffs conveniently close to rail lines and the
larger industrial firms in the valley for which they
provided custom work.
The harsh decline of manufacturing in
Milwaukee that accelerated at the end of the
1960s hit the Pierce Street Corridor as hard as
any other community. The abrupt disappearance
of industrial employment opportunities within
the city went in tandem with the flight of the

Section 1 | Introduction

neighborhoods traditionally Polish population,

mostly to southern suburbs of Milwaukee. The
exodus of so many longtime residents of the
community constituted a shocking depletion
of human capital, institutional memory, and
social cohesiveness. To some degree these social
deficits were met by the influx of younger, poorer
immigrants, overwhelmingly from Latin America
and Southeast Asia. The community thus
retained its century-long identity as a foothold
for new arrivals to America. These new residents,
however, arrived to a city unable to provide
industrial employment at levels once common
to the area. Traditionally, new immigrants, often
unable to speak English or perhaps even unable
to read, could rely on blue-collar industrial
work to integrate into the American economy.
This allowed millions of poor immigrants to
provide their Americanborn children with the
education that would allow the family entry into
the middle-class. This ladder of opportunity was
virtually gone, however, by the time that newer
waves of immigrants had arrived. To survive
in this new economic order, the Silver City
community, like many others, needed to adapt
to the new economic realities of the modern
Menomonee Valley, match traditional strengths
to the needs of the citys new economic players,
and do whatever possible to integrate newer
arrivals into the new economy. The manner
in which the Silver City area responded to
these crises is indicative of the resilience of
this community. It also hints at the future
opportunities that LBWN finds attainable by the

Above: The Silver City Townhomes on a summer evening

people of the Pierce Street Corridor.

The City of Milwaukees Near South Side Area
Plan designated the Pierce Street Corridor as
an optimal area to concentrate light industrial
and warehousing tenants. This set of economic
priorities is in keeping with traditional strengths
in manufacturing and light industry. However,
the ongoing evolution of the Milwaukee
economy towards the service sector, and the

Past & Future of Pierce Street

redevelopment of the Menomonee Valley
into a greener, more publicly accessible area,
forces a revision of these priorities. The recent
development of the Hank Aaron Trail across the
Menomonee Valley, and the construction of two
pedestrian bridges connecting it to the Near
South Side Area, have created an historic
opportunity for the Pierce Street Corridor to
reinvent itself. For the first time in Milwaukees
history, the city has actively invested in the
integration of neighborhoods south of the
Valley, into the rest of the city.
The Pierce Street Corridor has been given its
first major opportunity to lessen its dependence
on blue collar economic functions. The
leaner, greener Menomonee Valley and its new
environmentally enhanced assets have attracted
attention and investment into the area. The
recent arrival of the Urban Ecology Center and
the Bicycle Federation of Wisconsin to Pierce
Street as tenants has changed the economic

Section 1 | Introduction

dynamic of the area. It is no longer unreasonable

to envision the area as the epicenter of a
potential wellness cluster for the Near South
Side. These two new tenants, with their focus
on education, the environment, public health,
and the green economy, have in turn attracted
yet more attention from non-traditional
populations and economic sectors. For example,
the Straightway Vineyard religious organization
recently purchased the Falk Brewery Complex
at the eastern end of the Corridor, and recently
garnered the property entry into the states
historical registry. Alone, none of these
developments hints at a pattern. Together,
however, these new arrivals and investments
reflect a much stronger emphasis and focus on
environmental, educational, and public health
activities. A future Farmers Market under the
35th Street Viaduct, adjacent to a refurbished
Arlington Heights Park, only underlines this
point.

Below: Pierce Street and the Menomonee Valley circa 1937

Image courtesy of the City of Milwaukee

Area in Context

Section 1 | Introduction

Study Area

C
A

A
Section 1 | Introduction

C
8

The Menomonee Valley & West Pierce Street

Rise & Fall of Industry in Menomonee Valley
The Menomonee Valley, once the epicenter of
all industrial commerce and employment in
Milwaukee, has only recently begun to take that
form again until over a century later. In the late
1800s the Valley was home to large industrial
complexes, tanneries, breweries, stockyards
and railroad shops1, all of which contributed
to Milwaukee being once known as a world
supplier in food grains. As these companies
experienced growth during the latter 19th
century, neighborhoods south of the Valley
grew tremendously due to the cheap price
and availiability of land. Without the vehicle
or other modern transportation, proximity to
employment was an important asset for workers.
Because the Silver City District, including the
Pierce Street corridor, was the closest south side
neighborhood to the Valley, it became one of the
most dense parts of the City.

As Milwaukees economy declined in the later

half of the 20th century from deindustrialization,
many of the companies who once populated the
Valley moved elsewhere. South side residents
who once entered the Valley by the thousands
to work dwindled down to a fraction of that size.
Large industrial buildings, once full of workers,
were left vacant, contaminated and derelict.

The plan identified several objectives to

make the Valley a sustainable component to
Milwaukees future. Job growth and accessibility
to the Valley for south side residents, and
regionally, were key objectives for the
redevelopment of the Valley.

By 1990, the Valley became Milwaukees greatest

eyesore and was later known as its largest
brownfield. As a result, the majority of properties
bordering the Valleys southern end became
hindered with overgrown non-native invasive
tree species, piles of junk and criminal activity.
The Rebirth of the Valley
Created following a collection of meetings
between key stakeholders and city officials, the
1998 Menomonee Valley Land Use Plan paved
the way for the Valleys recent transformation.
Section 1 | Introduction

Origins of the Plan

The Layton Boulevard West community is
actually a collection of three neighborhoods
within Milwaukees Near South Side Area.
Bounded to the north by the bluffs of the
Menomonee Valley, to the south by Lincoln
Avenue, to the east by Layton Boulevard, and to
the west by Miller Parkway, the Layton Boulevard
West area brings together three historic
Milwaukee neighborhoods: Silver City, Burnham
Park, and Layton Park. The Layton Boulevard
West Neighbors community organization (LBWN)
works on behalf of the residents therein, and
functions as the most successful and public
advocate of their interests.
The origins of LBWNs work in the community
can be traced back several decades. Their efforts
were rewarded with a major boost in 2008 when
the Zilber Family Foundation announced a $50
million commitment to improve the quality of
life in Milwaukee neighborhoods. The first step
was the formation of a partnership between the
Zilber Family Foundation and various prominent
community development organizations in the
Lindsay Heights and Clarke Square communities.
This partnership became known as the Zilber
Neighborhood Initiative (ZNI). In 2010,
following the success of these partnerships,
LBWN joined the partnership, allowing the ZNI
to expand its focus to encompass Silver City,
Burnham Park, and Layton Park.

vision for the future of these neighborhoods. The

Zilber Family Foundation supports this work with
multi-year grants for staff, operating expenses,
organizing resources, and funding for
organizational development, technical
assistance, and early action projects.
As part of this effort, the ZNI and LBWN crafted
a Quality of Life Plan to define a common vision
for the Layton Boulevard West neighborhoods.
A planning advisory committee composed of
residents from the three member neighborhoods
worked with LBWN staff over a period of ten
months to formulate the Plan. Visioning sessions
and community meetings were convened to
identify local assets, areas for improvement, and
to develop strategies and possible solutions to
several problems identified in the process. This
work led to the identification and prioritization
of eleven catalytic projects. These projects were
organized to improve physical conditions in
the neighborhood and stimulate interest and
investment in the community. The eighth
project on this list focuses on the northern side
of the Silver City neighborhood. West Pierce
Street runs across the entirety of this area of
focus. For this reason it is known as the Pierce
Street Corridor.

Residents, educators, business owners, and

community leaders spent much of the following
year enlisting the support of hundreds of
residents in an effort to create a comprehensive
Section 1 | Introduction

10

Community Participation
Previous to our partnership, Layton Boulevard
West Neighbors (LBWN) held several design
charrettes that focused on multiple planning
areas along Pierce Street. In developing our
teams strategy for the corridor, the results
of those earlier meetings were examined for
applicable information to better guide the
teams planning efforts. The purpose of this
public participation event was to better clarify
which alternatives stakeholders truly preferred.

however, participants were also encouraged to

fill out a short survey at each station as well.
Participants were thanked and assured that
their opinions were considered an invaluable
tool in guiding the remainder of the planning
process and encouraged to stay involved in the
future development of the corridor.
Summary of Stakeholder Feedback

On Tuesday, April 16th, 2013, an open-house

style neighborhood input meeting was
conducted to gather ideas from stakeholders
invested in the future of the Pierce Street
corridor and its redevelopment. The event was
held from 5:30 to 7:00 PM at the Urban Ecology
Center, located at 3700 West Pierce Street,
in Milwaukee. Around twenty community
members and local business owners turned out
for the occasion and many stayed for the entire
duration; they shared numerous ideas, insights,
and opinions with planning team members.

Station A
Two street redesign options were presented
to the participants that suggested various
physical infrastructure improvements such as
the addition of: increased signage, defined
crosswalks, raised intersections, storm water
management facilities, and medians. In general,
responses showed great support for improving
pedestrian facilities on Pierce Street; however
several concerns were raised about keeping the
corridor functional, especially because there
is still a fair amount of heavy truck traffic with
deliveries on Pierce Street on a daily basis.

Attendees were greeted by team members as

well as representatives from Layton Boulevard
West Neighbors association. To begin, a short
presentation was given to explain the purpose
of the meeting, introduce team members,
and highlight the four planning areas that
were the focus of the nights event. After the
presentation, stakeholders were encouraged
to visit each of the four stations in the room
to discuss alternatives in detail with individual
team members. Feedback and opinions were
recorded at each station by team members;

Station B
With regards to Arlington Heights Park,
the team was seeking clarification on two
suggested areas of improvement within the
park. First, participants were asked whether
they would prefer to update the current
playground equipment or add fitness stations
to the park. While most agreed the playground
equipment could be improved, there was a
high level of support to add fitness stations to
the park.

Section 1 | Introduction

Above: Community residents engage in public participation meeting

11

Participants were also asked whether they would like to see permanent
seating options added to the park in the area near the band shell (which
will be constructed this summer). The responses to this question were
split down the middle. Some felt that permanent seating options would
attract more people and define the area. Conversely, others suggested
that the space should remain an open green space where people can
lay down blankets and bring in their own chairs.
Station C
This station addressed potential alternatives for the city-owned vacant
lot at 3220 West Pierce, adjacent to B&B Pallets. Short-term alternatives
focused on temporary uses that would activate the parcel without
decreasing the potential of future uses. A majority of the attendees
agreed that a public garden or park would be the most beneficial shortterm use. There was less agreement in regard to long-term alternatives
as some respondents thought that a new housing development
would benefit the corridor. However, the majority of respondents
preferred that the site remain green space, either as a public park or as a
greenhouse, to continue the vision of Pierce Street as a green hub.
Station D
This station addressed the currently vacant Nob Hill/VFW building site.
Having learned that this particular structures future has been a topic
of contention within the neighborhood for some time, it was realized
that further clarification was necessary before moving forward in our
recommendations. The structure is currently in unusable condition; it
will either need to be razed or restored to make full use of the site and
for it to be considered an asset to the community again. After talking
with community members about several long and short term options
for the site, it was confirmed that the majority of the participants would
prefer to see the building remain on the site and restored for some type
of public use.

Section 1 | Introduction

12

Values of the Community

Community

Section 1 | Introduction

Youth

Culture

Arts

13

Section 1: Introduction
Vision for the Future

1. Vision Statement

2. Core Goals

3. Four Key Objectives

i. Arlington Heights Park

ii. Streetscape Design

iii. Vacant Properties

iv. Neighborhood Connectivity
Section 3: Overview of Planning Areas
Section 4: Planning Area A
Section 5: Planning Area B
Section 6: Planning Area C
Section 7: Planning Area D
Section 8: Planning Area E
Section 9: Summary
Section 10: Appendix

Section

Vision for
the Futu re
Left: A former railyard site in the Menomonee Valley will open as a
24-acre public park in the summer of 2013
Image courtesy of Menomonee Valley Partners, Inc.

Section 2 | Vision for Future

14

Vision Statement

Pierce Street is a thriving corridor.....

It is young. It is green. It is bursting with opportunity for residents, businesses, and visitors......
Pierce Street captures and cultivates all the best in urban living. It is a proud
community with lush green space, striking vistas, and a convenient location.

Section 2 | Vision for Future

15

Core Goals

N
E
I
G
H
B
O
R
H
O
O
D
A
P
P
E
A
R
A
N
C
E

S
Improve
the physical
infrastructure
of the
neighborhood

O
C
I
A
L

by promoting
the maintenance
and
improvement
of private
properties and
public spaces,
and by engaging
the community
in cleanup
efforts

Section 2 | Vision for Future

C
Build strong
relationships
that develop a
sense of
community
and encourage

E
N
G
A
G
E
M
E
N
T

collaboration

O
M
M
U
N
I
T
Y
I
D
E
N
T
I
T
Y

H
Develop
and market
a distinctive
community
identity
that celebrates
Layton
Boulevard Wests
rich history,
diversity, assets,
and market
potential

E
A
L
T
H
Y
L
I
V
I
N
G

E
Promote and
support physical,
emotional, and
social
well-being

C
O
N
O
M
I
C
D
E
V
E
L
O
P
M
E
N
T

Foster economic
vitality by
increasing
business
opportunities,
access to jobs,
and financial
wellness

16

Main Objectives

Arlington
Heights
Park

Streetscape
Design

Vacant
Properties

Neighborhood
Connectivity

Activate

Safety

Sustainability

Wayfinding

Amenities

Accessibility

Health & Nutrition

Signage

Community

Visually Appealing

Arts

Linkages

Section 2 | Vision for Future

17

Streetscape Design
West Pierce Street is a complex corridor. Throughout the twelve block
stretch from Layton Boulevard to 39th Street, the character of its
streetscape continually changes. Topography, land uses, tree canopy,
and overall right-of-way width fluctuate almost block to block. When put
together in a coherent, cohesive manner, this series of changes can make
for an intriguing, active, and healthy street. Essentially, Pierce already has
many of the attributes necessary to make it a vibrant corridor. However, on
Pierce, those attributes were not planned in a coherent, cohesive manner.
As a result, the corridor lacks a sense of identity and place; much of which
is likely due to its industrial past.
Today, though, Pierce is a corridor in transition. The Pierce Street corridor
is no longer an outgrowth of the Menomonee Valley; it is becoming a
neighborhood street, meant to serve people. Consequently, the corridor
must be redesigned to accommodate pedestrians and bicyclists first
and automobile traffic second. The recent addition of the Wisconsin Bike

Section 2 | Vision for Future

Federation and the Urban Ecology Center accentuate the communitys

desire to make Pierce a place for people.
In recent years, many cities adopted complete street codes and
guidelines. In essence, complete streets service and take into account all
users, from pedestrians to large trucks. While complete street guidelines
create accessible streets, they do not necessarily make great streets.
The Pierce Street neighborhood, however, has a unique character
and personality, giving Pierce the potential to become a great street.
Accordingly, the rest of this section outlines a few of the key elements of a
great street, Pierce Streets current issues, and potential future solutions to
the current issues.

22

Streetscape Design
The American Planning Association outlines a series of characteristics
that great streets possess. Although it has the potential to exemplify
most, if not all, of the characteristics, the Pierce Street corridor as a whole
does not currently represent them. This section highlights several of the
key characteristics that make a great street, an analysis of the issues that
currently prevent Pierce Street from exhibiting those characteristics, and
potential solutions to the issues.
1. Balances the competing needs of the street driving, transit,
walking, cycling, servicing, parking, drop-offs, etc.
Current Issues:
Perhaps due to its industrial past, Pierce Streets design is most
accommodating to automobile and truck traffic. In many sections, the
street is too narrow to provide a designated bicycle lane. The eastern half
of Pierce incorporates a mostly regular pattern of street trees; however,
the western half has few trees and little, if any, green space between the
sidewalk and street. Without a buffer from vehicular traffic, pedestrians
often perceive Pierce Street as unsafe.
Solutions:
The redesign of Pierce Street should improve safety and access for
pedestrians and bicyclists; it should also emphasize their presence and
announce it to drivers. Rather than eliminating large amounts of street
parking for a designated bike lane, the new streetscape design should
incorporate signage and pavement markings on a frequent basis to
remind motorists that bicyclists are often present. Additionally, a series
of raised intersections will provide a traffic calming measure without
reducing vehicular access. The raised intersections also increase awareness
that pedestrian crossings are frequent. Bioswales, new street trees, and
improved terrace space will all add layers to the right-of-way that provide
buffers for pedestrians.

Section 2 | Vision for Future

23

Streetscape Design
2. Is lined with a variety of interesting activities and uses that create a
varied streetscape.
Current Issues:
The corridor is home to a variety of uses, which are spread throughout the
twelve block stretch. However, the numerous vacant lots and buildings in
the corridor detract from the otherwise vibrant atmosphere.
Solutions:
Reuse of vacant lots and buildings is another main objective of the Pierce
Street Strategic Plan. The redevelopment of these parcels will result in a
more vibrant corridor through the creation of a wider variety of activities.
3. Has urban design or architectural features that are exemplary in
design.
Current Issues:
Although Pierce Street does not contain any well-known, landmark
buildings, recent investments in the building stock began to modernize
the corridor. The Urban Ecology Center and the Bike Fed building are
quality examples of the adaptive reuse of buildings. With a relatively old
existing building stock, many future developments on Pierce Street will
require adaptive reuse, presenting unique architectural opportunities.
Solutions:
New development and adaptive reuse in the corridor should follow New
Urbanism design principles. For instance, commercial buildings should
have a maximum setback of five to ten feet and incorporate a high
percentage of glazing (window space) on the ground floor to activate the
space and encourage pedestrian interaction. High-end developments
should be pursued at key points throughout the corridor, such as the
southwest corner of Pierce and Layton and the site of the old Nob Hill
building.

Section 2 | Vision for Future

24

Streetscape Design
4. Relates well to its bordering uses allows for continuous activity,
doesnt displace pedestrians to provide access to bordering uses.
Current Issues:
Situated between four barriers to access the Menomonee Valley,
Layton Boulevard, National Avenue, and Joy Global connectivity is one
of Pierce Streets main weaknesses. Recent improvements, such as the
Valley Passage and National Avenue streetscape redesign, have improved
access to and from Pierce Street; but, challenges remain. The redesign of
the intersections of Pierce and Layton and 39th and National, the primary
gateways to Pierce Street, should specifically address connectivity to
Pierce Street.
Solutions:
This issue is addressed in depth in the fourth main objective: Connectivity.
The redesign of the gateways, however, should exemplify the character
of Pierce, thereby proclaiming the unique identity of the corridor and
its extension into the surrounding neighborhood. Future transportation
planning should evaluate the connection between the north and south
sides of National Avenue and ease the difficulty of crossing for pedestrians.
5. Encourages human contact and social activities.
Current Issues:
Pierce Street has two designated community gathering spaces, Arlington
Heights Park, which has only one primary entrance point, and the Urban
Ecology Center. Despite a strong sense of community pride, the corridor is
in need of additional social gathering areas. These areas, either formal or
informal, are lacking in the corridor. Gathering places do not necessarily
need to be park space. Other places, such as plazas, gardens, and even
private businesses (i.e. restaurants, taverns, shops, fitness centers, etc.) also
serve as social gathering places.

Section 2 | Vision for Future

25

Streetscape Design
Solutions:
As outlined in the first main objective, Arlington Heights Park, and
the adjacent 35th Street underpass, is in need of redesign if it is to
become a memorable and vital place within the corridor. However, the
improvement of other underutilized spaces in the corridor is equally
important. Small-scale solutions, such as adding seating options along
the street, increase the opportunity for social interaction. Vacant parcels
present an opportunity to create community-oriented plazas, gardens,
and pocket parks. Meanwhile, vacant and underutilized buildings present
an opportunity to attract private businesses that also serve as social
gathering places, such as restaurants, taverns, shops, and fitness centers.
6. Employs hardscape and/or landscape to great effect.
Current Issues:
Due to its narrow width, Pierce Street has little room for street terracing.
In many sections of the street where it does exist, especially west of Shea
Avenue, the terrace is deteriorated. Greening the terrace may not be
effective in some areas due to heavy truck traffic.
Solutions:
Pierce Street has many opportunities to employ new hardscape and
landscape. The new streetscape plan incorporates a series of bioswales
that extend the street terrace and further greens the neighborhood.
Through programming, residents can also be encouraged and incentivized
to improve their front yards to further beautify the corridor. Some
sections of the corridor do not present opportunities for landscaping
improvements, though. In those places, particularly on the western half of
the corridor, hardscaping (such as varied paving patterns, street furniture,
and planters) can be used to create a diverse and layered streetscape.

Section 2 | Vision for Future

26

Streetscape Design
7. Promotes safety of pedestrians and vehicles and promotes use
over the 24-hour day.
Current Issues:
Pierce Street does not have the traffic counts or visibility to support a
plethora of retail stores or restaurants, uses that create 24-hour activity.
The corridors northern edge also presents problems due to a lack of
eyes on the rear of properties. Many residents report excessive loitering
and vandalism, among other offenses. Automobile speeds are a problem
on the street, itself. Residents have long expressed concerns over street
racing and otherwise reckless driving on Pierce. The combination of
these problems, both real and perceived, accounts for the belief of many
neighborhood residents that the street is unsafe for pedestrians and
bicyclists.
Solutions:
Although Pierce Street may not be capable of supporting a large number
of restaurants and retail stores, it likely can support a few. Although they
may not create 24-hour activity, placing these uses at strategic points
can promote night-time use in a broader range of the corridor. For
example, a commercial development on the Nob Hill parcel would create
daytime and nighttime activity on the northern edge of the corridor,
likely reducing criminal activity. Such a use would also help promote the
safety of pedestrians directly on Pierce Street by placing more eyes on
the street over a longer period of time. Pedestrian and vehicle safety will
be promoted through the construction of raised intersections, increased
signage, and dedicated crosswalks.
8. Promotes sustainability through minimizing runoff, reusing
water, ensuring groundwater quality, minimizing heat islands, and
responding to climatic demands.
Current Issues:
Pierce Street is integral to advancing sustainability in Milwaukee given its
proximity to the Menomonee River, its relatively drastic changes in

Section 2 | Vision for Future

27

Streetscape Design
topography, and its dense land use. Up to this point, though, the
corridor has not been a focal point for sustainability planning despite the
neighborhoods interest in Pierce becoming a green corridor.
Solutions:
The introduction of bioswales to Pierce Street will aid in the reduction
of stormwater runoff, especially during peak-flow conditions. Outside of
the roadway, numerous small lawn spaces exist that can be converted
to rain gardens. Increased implementation of rain gardens will increase
stormwater capture and aid in the reduction of pollutants to the
Menomonee River.
9. Is well maintained, and capable of being maintained without
excessive costs.
Current Issues:
Presently, Pierce Street requires little maintenance, primarily because there
has been little investment in the street in recent years. Beyond the recently
added bike racks in front of the Bike Fed and Urban Ecology Center, there
are no street furnishings or landscaped areas in the corridor. Although not
a severe issue, litter is also a problem within the right-of-way.
Solutions:
Improvements should be low-maintenance and low-cost as Pierce is not
one of the citys main corridors. For example, new landscaping efforts in
the corridor should utilize native vegetation to reduce or eliminate the
need for mowing and watering. Hardscaping should use low-maintenance
materials, such as gravel, metal, and concrete. In the roadway, for example,
excessive maintenance due to heavy traffic can be avoided by stamping a
paving pattern into the raised intersections rather than using brick.

Section 2 | Vision for Future

28

Streetscape Design
10. Has a memorable character.
Current Issues:
Overlooking the Menomonee Valley and downtown Milwaukee, the Pierce
Street corridor has one of the best vistas in the city. In addition, the street
provides changing vistas through its topography and its slight variations in
direction; each block presents a different experience. Future development
should capitalize on this strength of Pierce Street, rather than attempt to
homogenize it.
Solutions:
The city and LBWN should encourage unique developments that match
the culture and identity of the corridor. In addition, future development
on the north side of Pierce Street should attempt to capitalize on the vista
over the Menomonee Valley and downtown while providing sightlines to
the vista from the street.
Steps to Implementation
Working with government agencies
Implementation of a new streetscape plan will require communication
and cooperation between several government agencies including the
city of Milwaukee and the Wisconsin Department of Transportation. Other
quasi- and non-governmental organizations, such as MMSD, WE Energies,
and SEWRPC may also have a stake in the redesign of Pierce Street. LBWN
should retain a clear line of communication with all potential stakeholders
to ensure that the goals, strategies, and expected outcomes of the
streetscape redesign are understood.
Working with residents and businesses
Throughout the process of updating the streetscape, residents and
businesses should be kept informed as to the reasons for the updates and
the resulting benefits it will provide to the neighborhood. Additionally,
both groups should be made aware of proper maintenance practices to
help ensure a high-level of long term performance from the streetscape.

Section 2 | Vision for Future

Educational resources should be provided to residents and businesses

to inform them of sustainable residential practices, such as native
landscaping, low-maintenance materials, and green infrastructure.
Various programming efforts can be utilized to encourage the use of such
practices on private properties.
Programming
There are multiple programs available throughout the city of Milwaukee
that LBWN can use to aid in resolving several issues throughout the
corridor.
Faade Improvement Program
The city of Milwaukee created a faade grant program through the
Department of Community Development to improve the physical
appearance of Milwaukees commercial areas. The program provides
financial and business assistance to businesses and commercial property
owners interested in renovating the street facades of their buildings.
LBWN should encourage and assist property owners in applying for these
grants.
Storm water Management Programs
MMSD has two storm water grant programs that residents in this
neighborhood could benefit from, the MMSD Rain Gardens Project and.
The Rain Gardens Project provides native plants at a reduced rate to
create rain gardens. Any homeowner, local non-profit or business
owner is eligible for this program. Rain gardens can improve the overall
appearance of a property while also decreasing the amount of runoff
created my impermeable surfaces.

29

Streetscape Design
As part of their Every Drop Counts campaign, the city also created a Rain
Barrel program to help provide properties with rain barrels to help capture
storm water and reduce water from entering the Districts system. These
rain barrels can hold up to 55 gallons of water, which can then be used for
a variety of purposes.
Storm water management and the installation of such facilities in the
LBWN neighborhood will not only improve aesthetics, but also improve
the neighborhoods ability to capture storm water runoff and keep with
the communities goals for increasing sustainability throughout the
corridor.
Neighborhood Watch Programs
Though many residents and business owners are diligent in keeping
an eye on happenings in the neighborhood, a formal neighborhood
watch group would greatly benefit the community. By organizing efforts
and working together, residents can better communicate which areas
are in need of improvement and where energy needs to be focused.
Additionally, it will alert those in the neighborhood that there are eyes
on the street and possibly deter any inappropriate behaviors. Finally, it
will also foster a dialogue and create relationships between residents and
business owners that otherwise might be difficult to achieve.
Community Events
Events such as block parties, festivals, and craft fairs will further increase
relationships and communication within the neighborhood and therefore
residents sense of pride and ownership in the community.

Section 2 | Vision for Future

30

Section 1: Introduction
Section 2: Vision for the Future
Section 3: Overview of Planning Areas
Section 4: Planning Area A
Section 5: Planning Area B
Section 6: Planning Area C
Section 7: Planning Area D
Planning Area E

1. Analysis
i. Observations

ii. Strength and Weaknesses

2. Goals

3. Strategies
Section 8: Planning Area E
Section 9: Summary
Section 10: Appendix

Section

Eastern
Gateway
Left: The Mitchell Park Shopping Center near 27th and Pierce
Street is the communitys main shopping center

Section 8 | Planning Area E

60

Summary
Primary Observations

Goals

Strategies

The planning area is primarily defined by

two large commercial buildings and dense
housing consisting of single-family units and
duplexes.
The east end of Pierce Street is highly
accessible due to its intersection with
Layton Boulevard, one of the citys main
thoroughfares. However, due to its width
and the speed of its traffic, Layton Boulevard
acts as a barrier, particularly for pedestrians
attempting to cross between the east and
west.
Parking is largely relegated to the street,
apart from one city-owned surface lot.
Pierce Street is narrowest in this area, helping
to manage traffic speeds.
In comparison to the rest of the corridor,
planning area E appears the most stable in
regard to land use and vacancies.

Section 8 | Planning Area E

Reinforce the goal of the city and LBWN to

make Layton Boulevard and National Avenue
primary neighborhood shopping districts of
the Near South Side
Create a wider range of housing
opportunities for the neighborhoods diverse
population
Expand the use of sustainable practices on all
properties and within the right-of-way
Improve pedestrian and bicycle safety and
access into and within the Pierce Street
corridor
Create a recognizable identity for Pierce
Street

Encourage improvement of aesthetics as well

as social and ecological functions of surface
parking lots throughout the planning area
Enhance the identity and awareness of
corridor through new signage
Continue LBWNs front porch grant
competition, particularly targeting homes
near gateway
Encourage redevelopment of vacant and
underutilized properties
Strengthen gateway by promoting mixeduse retail/residential construction with new
urbanism design principles

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Eastern Gateway
Analysis
The Eastern Gateway, or planning area E, consists of the easternmost
portion of the Pierce Street Corridor, its boundaries being the city-owned
parking lot at the intersection of Pierce Street and 30th Street to the west
and Layton Boulevard to the east. A large strip mall anchors the Layton
Boulevard gateway to Pierce.
Historically, little has changed in the fabric of the planning area. Outside
of the strip mall, which is in the place of what was once National Avenue
Park, the neighborhood has consisted of dense housing similar to
much of the Layton Boulevard West neighborhood. Like many older
neighborhoods in Milwaukee, homes are largely serviced by alleys. This
results in fewer curb-cuts and less pedestrian-vehicle conflicts in the
right-of-way. There is little new housing stock in the planning area, though
several property owners have recently made renovations.

The site of the National Avenue Strip Mall provides opportunity for a
character-defining feature for Silver City, Layton Boulevard, and Pierce Street
The density of residential uses provides a large customer base for
neighborhood shopping and restaurants. National Avenue and, to a lesser
extent, Layton Boulevard are primary neighborhood shopping districts
in the Near South Side. Although recent economic development efforts
along National Avenue have not been as successful as planned, the high
traffic volumes and dense population of the surrounding area are still
attractive to retailers and commercial developers.

N
CURRENT LAND USE

The population of the corridor is relatively young, with a median age of

slightly over 25 years. Many residents and families experience changes
in family size while living in the Pierce Street neighborhood. In addition,
the neighborhood is ethnically diverse with a wide range of cultures.
The combination of varied cultural values and a population in transition
contributes to a need for a variety of housing stock to accommodate a
wide range of residents.

Commercial
Single-family Residential
Multi-family Residential
Surface Parking

Strengths
The neighborhood is largely dense housing with a mix of single and multifamily units (mostly duplexes) surrounded by commercial uses
The compact residential fabric of the neighborhood gives it a strong sense
of community. Many residents are prominent in the community, including
some of the areas local business owners, entertainers, public servants,
and neighborhood activists. Furthermore, despite its diverse population,
neighborhood residents take pride in their community and view Pierce
Street as one of Milwaukees up-and-coming neighborhoods.

Section 8 | Planning Area E

62

Eastern Gateway
Weaknesses

Goals

The right-of-way is narrowest in this planning area, limiting streetscaping

options

Reinforce the goal of the city and LBWN to make Layton Boulevard and
National Avenue primary neighborhood shopping districts of the Near
South Side
Create a wider range of housing opportunities for the neighborhoods
diverse population
Expand the use of sustainable practices on all properties and within the
right-of-way
Improve pedestrian and bicycle safety and access into and within the
Pierce Street corridor
Create a recognizable identity for Pierce Street

While the narrow roadway aids in the reduction of traffic speeds, it limits
streetscaping options that attempt to expand bicycle and pedestrian
accessibility. Bicycle accessibility and safety is a primary concern,
particularly with the recent move of the Wisconsin Bike Federation
to Pierce and the completion of the Valley Passage. While expanded
accommodations for bicycle traffic are possible, they come at the price of
reduced street parking availability.
The intersection of Pierce and Layton is currently a weak gateway, lacking
identity
There is no signage on Layton Boulevard identifying Pierce Street
as a major corridor within the Near South Side. Pierce is not a major
thoroughfare, and thus remains relatively hidden to those from outside
the neighborhood. If significant future development is to be attracted to
the corridor, motorists, bicyclists, and pedestrians must all be made aware
of the Pierce Street gateway.
The city-owned parking lot creates a gap in the neighborhood fabric without
providing ample screening
The surface lot is well-used, but it lacks aesthetic value to the community
and has a reputation as a gathering space for criminals. In recent years,
criminal activity in the parking lot has been reduced through the vigilance
of neighbors. However, the lot provides little benefit to the community
besides parking. Moreover, it is located between, and across the street
from, several single-family homes. Therefore, its location creates a deadzone in the fabric of the community that is unfriendly to pedestrian
activity.

Section 8 | Planning Area E

Strategies
Short-term
Encourage the improvement of aesthetics as well as the social and ecological
functions of surface parking lots throughout the planning area
In recent planning efforts, residents and community leaders expressed a
desire to make Pierce Street a green corridor. This entails the utilization of
sustainable practices such as green infrastructure. The compactness of the
neighborhood produces limitations in the ability to install green elements
on some properties. Therefore, larger spaces such as parking lots can be
targeted as initial projects to demonstrate the benefits of sustainable
practices. For example, the city-owned parking lot at 30th and Pierce can
be improved with native landscaping and stormwater best management
practices such as bioswales and rain gardens. These practices would
complement green infrastructure in the right-of-way and encourage
private property owners to adopt similar practices in their yards.
Stormwater best management practices and native landscaping will also
provide added green space in the Eastern Gateway without eliminating
parking. Finally, the design of the city-owned surface lot can be done in
a manner that provides natural screening of the site interior, thus making
the lot more aesthetically pleasing to residents and passersby.

63

Eastern Gateway

Section 8 | Planning Area E

64

Eastern Gateway
Enhance the identity and awareness of the corridor through new signage
Previous workshop charrettes with Layton Boulevard West residents and
Community Design Solutions resulted in examples of gateway signage
to be used throughout the Layton Boulevard West neighborhood. These
same signs can be used to increase awareness of Pierce Street. In the
Eastern Gateway, signage can be placed in the median at the intersection
of Layton and Evergreen. Placement at that location would give motorists
notice prior to Pierce Street. Currently, there are no convenient locations
for signage at the intersection of Pierce and Layton. However, LBWN
should attempt to work with property owners at the Pierce and Layton
intersection to place another gateway marker.
Continue LBWNs front porch grant competition, particularly targeting homes
near the gateway
LBWNs front porch grant competition has been successful at improving
residential facades and front yards. The improvements convey a sense
of pride of ownership to the surrounding area and help make Pierce
Street a more attractive area in which to invest. To complement the front
porch grant competition, LBWN should consider starting a native plant
landscaping program in partnership with the Urban Ecology Center and
other environmentally conscious groups. The program would educate
and encourage residents to plant native, resilient species in their yards,
furthering the sustainable goals of the neighborhood. It would also create
opportunities for residents throughout the planning area to interact,
further strengthening the community.
Long-term
Encourage the redevelopment of vacant and underutilized properties

underutilized properties, such as those, such as those with high vacancy

rates or those whose use is not the highest and best use for the site. One
potential long-term redevelopment opportunity in the Eastern Gateway is
the city-owned parking lot at 30th and Pierce. Currently, the parcel could
be divided and developed into several single-family homes. However, any
potential development of the lot should take into account any changes in
land use on neighboring properties.
Strengthen the gateway by promoting mixed-use retail/residential
construction with new urbanism design principles
One parcel that has high potential for future development is the site
of the National Avenue Strip Mall. While the strip mall is active, its use
does not fully meet the goals of the city in making the Near South Side a
vibrant mixed-use community. This site can fulfill two primary goals for
the planning area. First, a new mixed-use development with solid urban
design principles can create a wider range of housing opportunities for
neighborhood residents, allowing individuals and families to stay in the
neighborhood as they transition through different socio-economic classes.
Second, new development of the site can bring anchor stores to National
Avenue and Layton Boulevard. Located near the Mitchell Park Domes and
on two major highways, the site has the potential remain a neighborhood
shopping center while also becoming a destination shopping center,
attracting clientele from outside of the Near South Side. Such a
development could also act as a catalyst to revive economic development
efforts along National Avenue. Additionally, a large-scale development at
the east end of the Pierce Street corridor would complement the recent
investments at the west end, providing another anchor to encourage
further investment in the central area of the corridor.

In recent years, LBWN completed new construction of homes on several

previously vacant lots. One of its most notable successes was the
construction of the Silver City Townhomes on 35th and Pierce. Investments
like these profoundly affect the corridor by solidifying the fabric of the
neighborhood. The Eastern Gateway area has few, if any, vacant properties.
However, LBWN should be aware of and encourage the redevelopment of
Section 8 | Planning Area E

65