Titletown District Master Plan

The Green Bay Packers and Lambeau Field are icons in the National Football League. Opening in 1957, the stadium has been a prominent piece of history and is a destination for football fans all over the country. Since the stadium’s completion, the area around Lambeau Field has transitioned from fields to parking lots to neighborhoods. Immediately west of the stadium was roughly 34 acres of brownfield property with only gas stations and a motel in operation. Recognizing how much the community had given to the Packers, the team’s ownership decided to transform the area into a mixed-use district, called Titletown, that provided activity for all throughout the year. The purpose of this was to elevate the sense of pride and retention in the Green Bay area by creating a destination to visit, live, work and play that rivals the best in the country.

To create a homegrown community, ROSSETTI and the Packers reached out to local groups to help define and shape the new development. Additionally, an in-depth study into how different demographic groups participate in various activities during the day finalized the requirements. To create a place that would remain energetic year-round, the program called for diverse types of residences, businesses, a hotel, wellness center, plaza and amenities for residents and visitors, such as grocery stores, cafes and parking. To start, the design team focused on a 10-acre plaza immediately next to Lambeau Field to connect the future development to the stadium. To attract visitors and tenants, the proposed buildings around the public plaza included a hotel, restaurant, health clinic and office space. The plaza itself was specifically designed to remain occupied year-round, even in the winter. From there, the plan for the rest of the district emphasizes neighborhoods and pedestrian scale. Within the master plan are a variety of outdoor spaces, such as sports fields, playgrounds and lounge areas, providing outdoor activities for people of all ages.

ROSSETTI also completed a set of design guidelines to advise basic forms, massing, architectural style and site design to align with architecture of Lambeau Field and the industrial heritage of the region. In addition to scale, densities and shapes, the design guidelines recommended utilizing brick and local limestone as the main material mixed with wood and galvanized steel. Large amounts of glazing are also encouraged to promote transparency and connection of spaces. To implement the recommendations, ROSSETTI designed Hinterland Brewery and Ariens Hill at the public plaza. At the same time, the Bellin Health sports medicine facility and the Lodge Kohler hotel were built according to the guidelines. Shortly after, in partnership with the Packers, Microsoft opened a venture capital firm called TitletownTech and Topgolf Swing Suites opened The Turn. Following tremendous success of the public plaza and surrounding buildings, expansion continued with apartments to the west and townhomes to the south. Additional developments are planned within the district.

The realization of Titletown is due to the Packers and Green Bay community were unwavering in their commitment to the success of the development. The investment made by the Packers allowed the vision to propel forward with the proper funding mechanisms to fuel operations, maintenance and programming. In addition to establishing corporate partnerships and naming agreements, Titletown has attracted visitors, residents and businesses. The economic impact has been tremendous, including increases in tourism, population and occupied office spaces. For the first time, Green Bay has been awarded the NFL Draft, which will take place in 2025. Most notably, 10 years after the design began, the Green Bay metro area was voted the number one place to live in the United States according to the U.S. News and World Report in 2023. As a thriving sports anchored development, Titletown is inspired by Lambeau Field and utilizes the Green Bay Packers as an anchor to become a place for all.