Pabst Farms harvests dismay
Posted: Oct. 14, 2007
Oconomowoc - "Next to us, everything else is just a subdivision," the promotional literature for Pabst Farms boasts.
Alas, Pabst Farms is just another subdivision, albeit a very
big one. Bad enough that the 1,500-acre development under way north and
south of I-94 off Highway 67 paves over what was once prime farmland.
But that irreplaceable asset was probably doomed by the early 1960s,
when the interstate sliced through the fertile farms started in 1906 by
Milwaukee beer baron Frederick Pabst.
So, even if the loss of farmland was a given, what's taking its
place is dismaying. Instead of being a model for walkable, affordable,
environmentally friendly neighborhoods, Pabst Farms right now looks to
become a monument to uninspired design, timid planning and blinkered
tax policy. Call it the Vale of Lost Opportunities.
How can this be happening at a time when smart people have begun to
realize that resources are finite and development practices must
change?
According to "Growing Cooler: The Evidence on Urban Development and
Climate Change," a recent report by the Urban Land Institute, more
compact land use patterns could reduce automobile use nationwide by 20%
to 40%, thus cutting the vehicle emissions that contribute to global
warming.
This is not an argument for planting wall-to-wall high rises in the
countryside but instead for locating shops, schools and offices within
walking distance of homes - the approach known as New Urbanism. It is,
in fact, old urbanism, a re-creation of the traditional neighborhoods
that most Americans grew up in before World War II.
And, the report says, demand for such mixed-use development is
growing as the population ages and the share of households with
children shrinks. The authors project that by 2025, the demand for
attached and small-lot housing will exceed the current supply by 71%,
while the demand for large-lot housing will actually be less than
what's currently available.
Pabst Farms' northern section, which will eventually have 1,200
residences (single-family homes, condos and townhomes), does make a
little stab in the direction of New Urbanism. In its first phase, the
houses are on smaller-than-average lots; they're close to the street;
and most have sidewalks.
These homes are big and pricey - $400,000 to $800,000 - but only one
or two are McMansion-scale. Future houses, however, will be on
half-acre to one-acre "estate-size" lots, and it's a safe bet that
these dwellings will be much bigger and more costly.
Moreover, the newly built shopping area is at least a half-mile
away, too far for most people to walk, to judge from all the cars I saw
in the huge parking lot. A business park under way south of I-94 is
also auto-dependent.
Keep your fingers crossed on a proposed rezoning that would allow
apartments, a necessary component for the people expected to keep all
those shops, services and offices humming.
Pabst Farms' design work is largely in shades of bland. The shops
are all look-alikes with tan brick and stone veneer. The houses are
equally predictable, the kind you'd see in any subdivision: mostly tan
or gray, with multiple gables and three-car garages.
The one bright spot, also too far away for most people to walk, is
a long, low-slung YMCA designed by Zimmerman Architectural Studios,
with big, welcoming windows, orangy brick skin, jazzy burgundy trim and
louvered canopies. Why couldn't that same breezy, contemporary spirit
have infected some of the housing choices?
Technically, Pabst Farms is not suburban sprawl, since it includes
municipal services and most of the development is in Oconomowoc.
But the project already is sparking scattered growth nearby, the
essence of sprawl. Even with modest transit connections, it all adds up
to more cars on the interstate and on local roads - there is already a
$25 million interchange in the works at I-94 and county Highway P - and
that means higher costs for state and local taxpayers.
You can argue, I suppose, that it's all worth it, since the project
will generate $400 million in new land value, plus $3 million in annual
tax revenue for Oconomowoc, which created a $24 million tax-incremental
financing district to kick-start Pabst Farms.
But the city might have invested the money more wisely in its own
lovely downtown, which almost certainly will suffer as more and more
people gravitate to this glossy newcomer sprouting in the cornfields.
Failing that, the city could at least have insisted that Pabst Farms
chart a radically greener, more progressive course.
Correction: In last week's column, I incorrectly attributed
the New York Public Library to the architect Stanford White. It was
designed by Carrere and Hastings.
E-mail to wgould@journalsentinel.com or call (414) 224-2358.
Big Triangles
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