Today one of the hottest development spots in southeastern Wisconsin, the Village of Wauwatosa area is the historic heart of the city of Wauwatosa and has served as the commercial anchor and cultural heart of that community since its beginnings.

An 1895 fire, which devastated the area, accelerated the wave of commercial and residential growth that has defined the village, said Carol Bannen, vice president of education at the Wauwatosa Historical Society.

A century later, that pattern repeated itself. After a 1997 flood, the village area was forced to rebuild, said city administrator Jim Archambo. The flood opened 50 acres of land along the Menomonee River, setting the stage for development of the modern village.

“There has to be a central area that identifies the community and that pulls broader pieces of the community together,” Archambo said. “So, it was from that relearning what folks knew generations ago that really has brought about our planning around the village.”

Today, Wauwatosa’s village area is home to a mix of shops, restaurants and a growing arts and entertainment scene that draws people from across the region. Historic buildings, like the former Nash dealership, which is now home to a coffee shop and fitness studio, have been redeveloped to preserve the historic charm of the area.

But the village, once again, is approaching a turning point.

With 300 new residential units slated to open in the next year, city officials, businesses owners and residents are working to balance its historic charm with its newfound growth and development.

Credit: Continuum Architects + Planners Rendering of Mandel Group’s Harlow & Hem development in the Village of Wauwatosa.

New development on the rise

In 2024, Milwaukee-based Three Leaf Partners announced plans to transform a 2.3-acre site near the prominent corner of Wauwatosa and Hardwood avenues into a 153-unit apartment complex. The site, located at 7474 Hardwood Ave., had been the longtime home of St. Bernard Congregation and Wauwatosa Catholic School, which closed at the end of the 2022-‘23 school year and consolidated with sister parish Christ King, located a couple miles northwest, on North Swan Boulevard.

A spokesperson for Three Leaf Partners told BizTimes that the site was chosen because it presented a unique opportunity to partner with St. Bernard Church and the Archdiocese of Milwaukee at a time when the parish had already made the decision to merge with another local Catholic church.”

Their collaboration has allowed the property to be redeveloped in a way that generates additional financial resources to support the church’s mission and community initiatives, while preserving its long-term impact, the spokesperson said. The area’s walkability and neighborhood vibrance were also factors.

The project, named Vista Village, will include mostly one-bedroom units, with some studios and two-bedroom units. The building will include one level of underground parking, plus surface parking spaces, as well as amenities including a fitness center, community room and a courtyard with things like a basketball court and grilling area.

The project is part of roughly 320 new residential units coming to the area when combined with Milwaukee-based Mandel Group’s Harlow & Hem development, which is under construction adjacent to Three Leaf’s site. Harlow & Hem will redevelop the city’s former Blanchard Street parking lot at the corner of Blanchard and Wauwatosa Avenue into a five-story building with 157 market-rate apartments.

Although Vista Village is nearing the end of construction and aiming for a late summer opening, the two major residential projects rising within the village’s condensed area have sparked concerns about the pace and impact of growth.

Sabina Magyar, owner of The Village Cheese Shop, said her business hasn’t been directly affected by construction, but she shares broader worries about how the changes are being handled.

“Change and growth is important,” she said. “But it’s also challenging – balancing the things you love about a place with what you want to change to keep its character.”

“I think this next phase is a pretty big change with that many more people … so, my main concern is how things are managed, how traffic is managed and how even parking is managed,” Magyar added.

City officials say they have reviewed traffic impacts from the new developments and have no concerns. Three Leaf added that coordination with the city has been extensive, from utility relocations to lane closure planning, and emphasized that access to local businesses has remained throughout construction.

“The concept of change can be challenging,” said Tammy Szudy, the city’s development, planning and zoning planner. “Longtime residents are sometimes concerned about apartments being built, but that’s what’s getting built today. That’s what’s cost effective.”

Szudy noted that long term growth isn’t only about new housing. Events and programming within the village also play a major role in drawing people to the area.

Maria Panno, executive director of the Wauwatosa Village Improvement District, which is responsible for fostering growth and opportunity within the area, said the new developments are expected to bring significant long term benefits to local businesses.

“It’s clear this will bring additional revenue to local businesses and strengthen the economic vitality of the village (area) as a whole,” Panno said. “We’re going to have hundreds more residents who can walk to these different stores, bars and restaurants, versus having to drive and come and visit these locations.”

Panno acknowledged the concerns raised by business owners and residents and noted that additional parking is planned for the area.

Still, Magyar said she’ll be watching closely to see how the village area evolves – and whether its character endures.

“I’m hoping the growth will be managed in a way that keeps all the things we like about the village,” she said. “That part remains to be seen.”