- New Land Enterprises proposed a multiphase mixed-use redevelopment in east Madison.
- Project includes up to 500 apartments and townhomes on more than eight acres.
- The site is part of Madison’s Oscar Mayer Special Area Plan redevelopment zone.
- Construction could begin in fall 2026, with first phase completed in 2028.
Milwaukee-based New Land Enterprises could soon have projects in three of Wisconsin’s largest cities.
The developer proposed a mixed-use, multiphase project with up to 500 apartment units and ground-floor commercial space at the former Hooper Corp. headquarters in east Madison. The project, which will be located along East Johnson Street and Pennsylvania Avenue, was reviewed by the city of Madison Urban Design Commission on Dec. 17.
The project will also be within the Oscar Mayer Special Area Plan, a redevelopment effort led by the city of Madison to repurpose the former Oscar Mayer facility from the early 20th century.
New Land Enterprises is under contract to buy three parcels from Hooper Corp. and has the company’s approval to propose infill development at 2030 Pennsylvania Avenue, according to a letter from the company…