The City of Green Bay is experiencing a dynamic era of reinvestment, with unprecedented development reshaping its urban landscape. From major mixed-use projects to reimagined greenspaces and revitalized riverfronts, Green Bay is advancing a transformation centered on livability, connectivity and community vision.
Downtown Green Bay revitalization
At the heart of this momentum is Nova, a prominent eight-story, 268-unit luxury apartment development by New Land Enterprises, rising at 221 Cherry St. in downtown Green Bay. Nova includes upscale amenities, internal structured parking and a ground-floor commercial space. Construction has progressed at remarkable speed, with completion expected by mid-to-late 2026.
Just two blocks to the east of Nova, the U.S. Bank building at 425 Pine St. is being converted by Living Downtown LLC, adding 66 market-rate apartments above the existing bank. Further south, One Astor Holdings, LLC plans a 125-unit apartment complex at 100 East Mason St., while the former Fire Station One is set for a mixed office/retail conversion, reinforcing economic growth on downtown’s southern edge.
Broadway and Shipyard Corridor redevelopment
Redevelopment is equally robust on the west side of the Fox River. The former Badger Sheet Metal Redevelopment on South Broadway is a $40 million collaboration between the city and General Capital Group that will transform a 5.25-acre brownfield into a state-of-the-art fire station integrated with 85 affordable housing units, community space and a ground-floor commercial space. Supported by local, state and federal funding the Fire Station Flats project includes vital environmental remediation and green infrastructure improvements as part of the broader South Broadway and Shipyard revitalization.
The adjacent Shipyard Redevelopment Project continues its transformation of the Fox River waterfront. Phase II, a $10 million initiative set for completion by 2027, will add a great lawn for concerts, an urban beach, dog park, playground and splash pad. Funded in part by a $5 million National Park Service grant, the project reflects years of community input and redefines public access to the Fox River.
Another pivotal move is the relocation of the coal piles currently along the riverfront. Under a new agreement with Brown County and C. Reiss Company, the coal piles will be moved to an existing bulk storage port facility near the former Pulliam Power Plant site. The city will contribute up to $2.2 million toward this effort, unlocking the potential for more than $150 million in future mixed-use development on the 35-acre riverfront parcel.
Eastside growth initiatives
Outside the urban core, the JBS Development Project is creating a new neighborhood on 26 acres on Green Bay’s east side, focusing on workforce housing for households earning between 80% to 120% of the area median income (AMI). Led by Gorman & Co., the first phase of development will provide 95 apartments. Future phases will include townhomes and single-family homes. The site will also feature a destination park, urban farm, community spaces and infrastructure backed by city and state grants.
Nearby, the 200-acre Grandview Industrial Park continues to attract advanced manufacturing, industrial and commercial development, anchored by firms like Carnivore Meat Company and W.E. Hoban Company. The park benefits from Tax Incremental District (TID) 25 support and offers land for sale to new businesses and developers.
Looking ahead
All of these projects align with the proposed Green Bay 2050 Comprehensive Plan, a strategic vision for the city’s next 25 years shaped by extensive public input, which will go before the Common Council for approval this fall. With priorities like diverse housing, connected neighborhoods, vibrant public spaces and sustainable development already taking shape, Green Bay is transforming thoughtfully and intentionally, guided by the needs and aspirations of the community it serves.
CONTACT
Cheryl Renier-Wigg, Development Director, cheryl.renier-wigg@greenbaywi.gov
Matt Buchanan, Deputy Development Director, matthew.buchanan@greenbaywi.gov
Rebecca Finco, Economic Development Specialist, rebecca.finco@greenbaywi.gov
InDevelopment Conference 2025
Thrivent, Appleton • Tuesday, Sept. 16 • 2–6 p.m.
For event agenda and details on presenters, read the 2025 InDevelopment Report
