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Green Bay Titletown Master Plan

vibrant sports anchored development for the midwest

The Green Bay Packers partnered with ROSSETTI to bring their vision alive for a new development east of Lambeau Field, including a mixed-use development and plaza. ROSSETTI developed the Titletown Master Plan to create a destination district for the community and promote flexible programming throughout each season and time of day. The design strategy focuses on vibrancy of the public realm with low-rise commercial buildings lining the Plaza to the north and town homes along the southern edge. The master plan was designed to enhance the Packers brand, stimulate economic activity, promote a homegrown and authentic community and focus on family entertainment programming.

The Packers and their development partner, Sterling Development, used the master plan concept to secure anchor Hinterland Brewery, Lodge Kohler and Bellin Health Care. Microsoft has also recently joined the development. Phase one was completed in the fall of 2017 with the opening of the Plaza and Hinterland Brewery, as well as Ariens Hill, an innovative pavilion/sledding hill with skating river below. 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.