Hinterland launches Titletown project
ASHWAUBENON - Ground was broken for the new Hinterland Brewery in the Titletown District, but foundations already were well laid.
The physical foundation of the 24,000-square foot building was visible Thursday behind the signs and shovels for the ceremonial groundbreaking. The business foundation was laid earlier, when Bill and Michelle Tressler founded the brewery in 1995 in Denmark.
Hinterland is one of three announced tenants for the Packers' 35-acre Titletown District, which will include retail, commercial and recreational elements. The other tenants are Lodge Kohler, a four-diamond hotel also under construction, and a Bellin Health sports medicine clinic, which is expected to begin construction in August. All expect to be open before the 2017 NFL season. Hinterland is shooting for an April opening.
The new building on the corner of South Ridge Road and Lombardi Avenue is four times larger than Hinterland's 313 Dousman St. address. The new site will include a brewery, taproom, restaurant, two private dining rooms and a heated, outdoor beer garden. Brewing capacity will be 20,000 barrels annually, compared to 5,500 barrels now. Hinterland distributes beer in 10 states.
Titletown District: Complete coverage
Bill Tressler said being across the street from Lambeau Field gives Hinterland "the best view in the world."
"Being here, the national spotlight turns on Green Bay a few times of year obviously. It's nice to be right in the background of that," Tressler said. "People coming in and visiting us, tours and all that kind of stuff is going to grow exponentially."
Hinterland established a reputation in the area for both its restaurant and its brewery, said Packers President and CEO Mark Murphy.
"Unlike some of the other aspects of Titletown that will bring people from outside the community ... I think this will also be a great place for people in the local community to come out and spend some time," Murphy said. "In conjunction with public plaza and some of the things we have planned there, I'm excited to see the impact this will have on the community."
Titletown District is bordered by Lombardi Avenue, South Ridge Road, Marlee Lane and Brookwood Drive. Initial investment in the project, including land acquisition and infrastructure improvements by the Packers, is estimated at $120 million to $130 million. Total team investment will be about $65 million.
Village President Michael Aubinger said Titletown District will generate up to $100 million in tax base.
Phase 1 of Titletown District consists of 21 acres, including six acres of the planned 10-acre public park and plaza. The Packers have said they will work on the rest of the project once they get the anchors and plaza underway. Murphy said a groundbreaking for the park and plaza portion of the project would be later this summer, possibly in August.
The district also will have 180,000 square feet of additional commercial space along Lombardi Avenue and Marlee Lane, and as many as 70 townhouses along Brookwood Drive.