The Opportunity
Sturgeon Bay’s west-side waterfront had strong public investment and an exceptional location just southwest of the Steel Bridge, but it needed private development to turn the plan into an active neighborhood connecting downtown, the water and everyday living.
The Challenge
As the first private development in the west-side waterfront redevelopment area, the project had to prove the market, align with a broader public vision, make a mixed-use program work economically, and navigate TIF and valuation issues.
The Approach
Pair 37 market-rate apartments with street-level retail, indoor parking and shared amenities — a rooftop club room and terrace, fitness space and bike storage — and make the waterfront and walkable downtown part of the resident experience, with a strong street presence on Madison Avenue.
The Result
The Bay Lofts broke ground in June 2016 and opened in 2017 with 37 apartments and active commercial space. Bay Shore Outfitters adds a complementary retail use, and the building supports year-round downtown living.
Why It Matters
The first project in the city’s priority West Waterfront District showed that waterfront redevelopment can be more than seasonal tourism or a single-use destination. Housing plus local retail created daily activity and helped turn a plan into a lived-in neighborhood.