Merit Award Winner
Project Name: Titletown Plaza
Location: Ashwaubenon, Wisconsin
Design Team: Design Workshop
Titletown Plaza, a mixed-use entertainment district prominently featuring a public park, is located in Ashwaubenon, Wisconsin — right across the street from the legendary Lambeau Field. Titletown capitalizes on a continuing trend of creating entertainment districts with retail, dining and other amenities adjacent to stadiums and sports arenas. The Packers and the Landscape Architect sought to enliven the area by the stadium and attract the community to Lambeau Field throughout the year, not just on Sundays during football season. Ownership made a strategic investment in the Green Bay community by creating an ambitious new public park enclosed by commercial, retail, recreational and dining opportunities that provide visitors with a unique and fun destination for outdoor recreation and multi-generational active play.
The site formerly consisted of a sea of asphalt and the plaza rehabilitated this underused land and made it a community amenity. Additionally, the creation of Titletown was designed to expand the retail and corporate opportunities in the district. The completion of the Hinterland restaurant, Belen Health center, and Lodge Kohler at the site are signs of future development to come, such as the TitletownTech Labs, a new venture for Microsoft. These future developments will capitalize on, and increase, the 16,000 visitors that reach Lambeau Field every month in the offseason.
The project’s design was inspired by and rooted in the topography, rock formations and climate of Wisconsin as well as the thriving football energy and the dairy culture of the area. The Client was very interested in creating a park that could serve as a magnet for football fans and the community at large, and wanted a heavily programmed plaza with multiple summer and winter activities and events. The challenge for the landscape architect was to achieve continuity throughout the plaza given the need to incorporate numerous programmatic elements. Based on local climate and Wisconsin’s winter heritage, forms evocative of ice shards were integrated throughout the plaza and playground as a harmonizing device. These shapes form the basis for the “Great Lawn” as well as all the main planting areas, the playground forms and the ice rink.