Written by Scott Jentsch

Continental Properties is proposing a multi-family development on the northwest corner of Moorland Road and College Avenue.

The 34 acre property is just south of the Westridge Business Park and is currently used as farmland and contains wooded land and wetland areas. The address is at 6151 S. Moorland Road.

According to paperwork provided to the City of New Berlin in September, their proposal includes 328 apartments in eleven residential buildings as well as fourteen townhome duplex units, with a clubhouse, pet playgrounds, and attached and detached garages throughout the site. Access to the property will be from College Avenue to the south and Woods Edge Road to the north, with no exits onto Moorland Road. Traffic lights are present at the intersections of both roads with Moorland Road.

Moorland Road between College Avenue and Grange Avenue/Small Road is scheduled to be widened from two lanes to four. See Moorland Road Expansion - College Avenue to Grange Ave./Small Rd. (2027) for more information.

Concept Layout of the Development

Zoning for this parcel is currently A-1 (agricultural), C-1 (woodland/upland conservancy), and C-2 (wetland conservancy). The future use is intended to be Business Park/Industrial. The developer's concept plan dated September 19, 2024 calls for the entire property to be rezoned to Planned Unit Development. The plan mentions that of the 9.92 acres of wetlands, 8.92 acres will be preserved. Two areas totalling one acre will be impacted. The woodland area will have just over four acres impacted, with 13.76 acres preserved. A large retention pond will be located on the southwest corner of Woods Edge Road and Moorland Road.

As a result of the need for rezoning the property, this project will need to go through the steps of rezoning, which will include a public hearing before the Plan Commission. This will be an opportunity for the public to ask questions and provide input to the Plan Commission.

Menomonee Falls-based Continental Properties has developed three communities:

• Authentix Cottage Grove - Cottage Grove, Wisconsin
• Springs at Pleasant View - Madison, Wisconsin
• Springs at Sun Prairie - Sun Prairie, Wisconsin

All three communities are apartments available for rent, and no ownership opportunities appear to be available at any of them.

Area Amenities/Opportunities

The Gingerbread House restaurant is across College Avenue from this development. There is retail shopping available at WalMart and Ace Hardware as well as a Wendy's restaurant just south on Moorland Road. A walking trail does allow for access to that area, as well as to the mini-golf/driving range, Kwik Trip, and Costco to the north. Those willing to walk have access to dining establishments and retail, as well as a movie theater to the north.

School Attendance Areas

According to the website for the School District of New Berlin, children in this development would attend Ronald Reagan Elementary and Eisenhower Middle and High School.

Project Schedule

According to the September 19, 2024 plan document, the following schedule will be followed for this project:

Conceptual Review

• Neighborhood Meeting – 09/16/24
• Planning Commission – 11/07/24

Comprehensive Plan Amendment and Rezone

• Planning Commission – 02/03/25
• Common Council – 03/11/25
• Final Use Plan Approval – 05/05/25

We're not sure if the September 16 neighborhood meeting took place, but as of October 31, 2024, this project does not appear on the agenda for the November 7, 2024 meeting of the Plan Commission.

Our Take

This parcel has remained undeveloped, even though the business park to the north has been developed almost completely. The drawings of the buildings (see an example at the top of the page) look decent. As a result, I don't see much in the way of negative impact on those that do not live there. The only detriment that I see for people that live there is the proximity to the industrial/business park to the north.

Questions

1. Will the proposed development bring in more or less tax revenue than if it were rezoned and used as intended as business park/industrial land?
2. What is the anticipated increase to the schools in the School District, and is there availability for those students? Will redistricting be necessary?

Last Updated: Oct 31, 2024

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