Site From North

North

30. The Grand Avenue, Milwaukee. After a study in 1970 indicated that Milwaukee needed risk capital for renewal, the Milwaukee Redevelopment Corporation (MRC) was formed in 1973 as a limited-profit, blue-chip grouping of large firms. Conceived by the MRC and the city in 1976, the Grand Avenue concept was reviewed in 1977, and negotiations with a developer, the Rouse Company, began in 1978. Private investment amounted to $18 million, with the Rouse Company contributing $19.5 million. The $39-million investment of the city of Milwaukee took the form of an Urban Development Action Grant and a tax-increment bond issue. No new tax dollars were involved.

a. Aerial view, looking south, shows how the Grand Avenue links the two existing department stores at either end and incorporates the existing Plankinton Arcade building. The tall buildings above Boston Store in this view predate the construction of the Grand Avenue.