The Green Bay Packers came to ROSSETTI to conceptualize a long-term vision for the redevelopment of the land west and east of Lambeau Field. They desired a development that would capture the passion of Packer fans that would create a community asset for the entire Green Bay region.
ROSSETTI developed the Titletown master plan to provide tailgating experiences on game day, while creating a destination district for the community. The master plan is designed to enhance the Packers brand, stimulate economic activity, promote a homegrown and authentic community and focus on family entertainment programming. The development is oriented toward a pedestrian promenade which terminates at a new plaza, creating a civic and cultural destination for the region. This dense mixed-use development focuses on creating a retail, entertainment, and housing amenity to Lambeau Field, home of the NFL Green Bay Packers.
The maser plan promotes flexible programming throughout each season and time of day. The design strategy focused on vibrancy of the public realm, and let the commercial elements play a supporting roll.
Packer Plaza is anchored by Lambeau Field and by Hinterland Brewery, with low-rise commercial buildings lining the Plaza to the north and townhomes along the southern edge. The architecture of the district reflects the industrial heritage of Green Bay, using a contemporary interpretation of local materials, such as brick, steel and cobblestone.
Phase I is the first component of ROSSETTI’s master plan for the Titletown development, and is currently under construction. The main attraction is set to be a sledding hill that will feature tubing lanes with fantastic views of Lambeau Field. In addition to the sledding hill, Phase one includes Lodge Kohler, a four-diamond hotel, Bellin Health Sports Medicine Clinic, and Hinterland Restaurant + Brewery which just opened to the public in April, 2017.