Milwaukee-based Marcus Corp. is moving forward with plans for an entertainment-focused development at Pabst Farms in Oconomowoc.

Last spring, a Marcus affiliate purchased a 16-acre parcel near the intersection of Summit Avenue and Pabst Farms Boulevard. At the time, the company said it had no specific plans for the site.

Newly submitted plans to the city outline a central building labeled “entertainment use,” surrounded by several outlots designated for “general commercial” development.

The documents do not specify what the entertainment component would include. However, Marcus’ submission features a photo of a Marcus Theatres Majestic Cinema as an example of a potential building for the site, along with images of a Texas Roadhouse and Caribou Coffee to illustrate possible general commercial tenants.

A company representative was not immediately available for comment.

According to city materials, Marcus is requesting an amendment to the area’s general development plan that would position the entertainment building in a more prominent, visible location. The proposal is scheduled for Plan Commission review on March 3.

The request comes amid renewed activity across Pabst Farms.

A mixed-use master plan development of the 1,500-acre property, once used for cattle and horse breeding, began in 2002. Nearly 1,000 acres have since been built out with housing, retail centers, industrial facilities and other commercial projects, though portions of the original master plan have only recently begun to take shape.

A Fleet Farm store opened there in 2018. Nearby, an Illinois-based developer is constructing the Pabst 59 mixed-use complex, which will include more than 330,000 square feet of industrial space, 162 apartments and retail components.

On the eastern edge of the development, Milwaukee-based Cobalt Partners is planning nearly 750 housing units, more than 550,000 square feet of retail and office space, and 300,000 square feet of industrial development.

A concept map for Marcus’ land in Oconomowoc. Map credit: Marcus Corp./City of Oconomowoc