Rise Madison Case Study
Madison, Wisconsin • Dane County
Transforming a Neighborhood
For leasing information, please visit risemadison.com.
About the Project
Rise Madison is on track to transform a sprawling six-acre, former bakery site into a modern 245-unit affordable housing community on Madison’s East Side. It is one of the largest affordable developments in the state of Wisconsin and the largest property in WHPC’s housing portfolio.
The $82.3 million project meets the needs of individuals, families, and seniors living and working within Madison’s Hawthorne Neighborhood. All 245 apartments are affordable, offering rents ranging from 30% of the county median income (CMI) to 80% CMI.
What makes Rise Madison stand out in the affordable housing marketplace is its size, cohesive design, and 1.5 acres of open green space for residents to enjoy. Project construction began in December 2023 and apartments are ready for occupancy in 2025.
The development consists of four buildings, each with its own architectural style and offering a mix of one-, two,- and three-bedroom apartments.
The Vireo Townhomes has 12 two-story townhomes with individual entrances.
The five-story Hawthorne Pointe consists of 77 apartments, a management office, community room, underground parking, and commercial space.
The Starling is a three-story building with 46 apartments for seniors. Overlooking the green space, The Starling houses Rise Madison’s social service coordinator and offers a community room, fitness room, and underground parking for residents.
The last, and largest, building is The Phoebe, which provides 110 apartments for families. The Phoebe features a fitness room, community room, a deck overlooking the green space, and underground parking.
The Challenge
The 6.4-acre site was originally developed in 1952 as a bakery manufacturing facility and retail store. The property had been vacant since 2019, negatively impacting quality of life in an otherwise amenity-rich, active neighborhood.
After learning about the site’s availability, WHPC studied potential costs to demolish existing buildings and plan a substantial housing development. By July 2021, WHPC identified potential funding sources and completed preliminary planning to determine how many units could feasibly fit onto the property prior to purchasing the site.
Our Solution
Once WHPC had an agreement to purchase the property, WHPC began sharing its vision for the development with the City of Madison, neighborhood stakeholders, and elected officials.
In early 2022, WHPC sponsored several neighborhood meetings to present a preliminary Rise Madison concept and to acquire feedback from area residents. After several plan modifications, WHPC submitted its proposal to the City of Madison Plan Commission and Common Council, both of whom approved rezoning the project from industrial light manufacturing to multi-family residential with a small amount of commercial space.
WHPC was able to demonstrate to various stakeholders its commitment to collaborate and be responsive to neighborhood resident needs and concerns. Despite a challenging economic environment after the COVID-19 pandemic, Rise Madison is possible through establishing partnerships with valued stakeholders who support WHPC’s vision to provide affordable housing in a high-demand, urban location.
PROJECT TYPE
Family and Senior Housing
LOCATION
Madison, Wisconsin
COMPLETION DATE
Late 2025
SITE SIZE
6.4 Acres
BUILDING SIZE
245 Units within Four Buildings
With more than an acre and a half of green space, Rise’s site design promotes connections to the natural environment; the construction techniques emphasize residents’ comfort; and the proximity to nearby amenities such as public transportation foster healthy and sustainable living.
WHPC RESPONSIBILITIES
Acquisition, Development, Construction Management, Asset Management, Financial Management
FINANCIAL PARTNERS
Associated Bank
Capital Magnet Fund
City of Madison
CREA
Dane Workforce Housing Fund
Fannie Mae
Johnson Bank
Wisconsin Economic Development Corporation
Wisconsin Housing & Economic Development Authority
ARCHITECTURE and DESIGN
Knothe Bruce Architects
Destree Design Architects
Parkitecture Landscape Architecture
CONSTRUCTION MANAGEMENT
McGann Construction
ENGINEERING
Vierbicher
ENVIRONMENTAL
True North Consultants
PROPERTY MANAGEMENT
ACC Management Group
The Outcome
Rise Madison helps close the housing affordability gap for many hard-working individuals, families, and seniors in Dane County who want to live near where they work.
Residents benefit from on-site support services through a partnership with Lutheran Social Services. LSS refers residents to community organizations in the surrounding area and organizes programming responsive to residents’ needs.
Rise Madison addresses the affordable housing shortage with a cohesive, contemporary long-term housing solution in a growing opportunity-rich neighborhood. Moreover, Rise Madison enables WHPC to fully embrace its mission to provide affordable housing to low- and moderate-income families and seniors in Wisconsin—and improve quality of life through neighborhood revitalization.
