Silver Spring Drive Business Corridor Planning and Implementation

Every community desires a thriving, active urban corridor to add life and energy to their neighborhood. GRAEF worked closely with the Village of Whitefish Bay to develop a Master Plan for the urban retail center on Silver Spring Drive. The plan included construction of a signature building at the east end of the business district to serve as an anchor at the east end of the street and create a gateway for the business district. At the project team’s recommendation, the Village formed a Community Development Authority to establish a Tax Increment Finance (TIF) district. The GRAEF team conducted a village-wide household survey, followed by interviews with local merchants and other stakeholders. An informal open house featuring an interactive 3-D model to discuss the plan with the community was also hosted. As part of the plan, transportation and landscape improvements were deemed vital to assuring the energy and environment the Village desired.

The project was constructed in two-phases. The first phase involved the site utility improvements, while the second phase included the roadway resurfacing, intersection improvements, street lighting upgrades, and streetscape enhancements.

The streetscape improvements unified the corridor’s character and improved pedestrian safety within the business district. Streetscape elements consisted of retro-fitting existing trees with tree grates; adding new street trees; the addition of custom, raised ; upgrades to existing street lighting; supplemental pedestrian and landscape accent up-lighting; new brick accent paving along the entire corridor; redevelopment of the clock tower plaza; and new site furnishings such as benches, bike racks, trash receptacles, and a variety of plant pots with annual plantings.