Since starting my blog in early 2007, I had the opportunity to speak to several thousand Franklin residents about our community. Typically I’d openly ask the question, “Where do you feel our “downtown” is currently located?” I’d say about 90% of them responded with the 76th & Rawson intersection.
76th & Rawson serves a purpose for many Franklin residents now and then. It was the primary spot for families to go purchase their food before the two Sendik’s stores opened up outside of that zone. With Sentry Foods and Pick n Save serving as anchors, a variety of small businesses and fast food operations opened their doors. From the local chiropractor to Blockbuster to McDonald’s, they were services and offerings that fit in perfectly for that Franklin “soccer mom” who wanted to do some shopping within a short distance, and didn’t require a trip to Southridge. However, times are changing in Franklin.
For the past couple of years, the strip malls that held the food stores were doing OK, but in my opinion were loosing their touch. As the strip malls aged, so did their architectural designs. In fact, when the Office Max (now currently under construction) was first proposed, the Mayor alluded to a notion that Franklin residents found the Franklin Centre one of the ugliest looking strip malls in the area. Naturally, that didn’t please the owner…but yet those words by the Mayor did serve a purpose - - they did revamp their parking lot and their signage. As for Orchard View, the boxy feel it has is not as bad as other area strip malls, but it too should be changed into something better.
Living in Franklin for roughly 12 years of my life, I always took note of this area due to food shopping with my mom, or grabbing something at Taco Bell with my friends in high school. Always keen with development, I watched and was impressed when I saw the now-Wheaton Franciscan health center open build next to Franklin State Bank (now Harris Bank). At 3-stories, it was one of the tallest buildings in Franklin (if not the tallest) until Northwestern Mutual built on 27th Street. Personally, I was glad to see a 3-story building on 76th & Rawson, and was disappointed to see nothing else of that affect happen for years after that. That was, however, until a proposed (and approved) Hampton Inn & Suites planned to rise 5 stories up along Loomis, behind the Citgo gas station.
While we have a plus in the Hampton Inn & Suites, I still don’t see the area doing much good for itself at this time. It needs a renaissance of sorts, and perhaps taking a crack at making some modifications would help make things move! Here are my suggestions:
1. Streetscaping - - it’s the easiest thing for the city to do, and it doesn’t have to hurt taxpayers’ pocketbooks. Typically Milwaukee County will allow for streetscaping their roads as long as they don’t pay a penny for them. I say that’s perfectly fine! Several business and community leaders along 27th Street in Greenfield and Milwaukee are currently working on getting some streetscaping done for their portion of the busy thoroughfare, which would be paid for by the businesses who occupy space along it. Considering that the streetscaping for this area would only be for roughly a few blocks in any direction, I don’t think the impact with business contributions would be that great. I’d say the streetscaping should be done on 76th Street from just past the Loomis bridge to Imperial Drive, and on Rawson from just past the Loomis bridge to roughly Root River Lanes. Doing such landscaping and enhancements along the streets would automatically improve the look and feel of shopping in the district.
2. Name the area! - - while we can call it “76th & Rawson” until humanity ceases to exist, I’d personally like to give it a district name. No, we don’t need to make international copyrights for this one, so any name could be fair game to pick from. Personally, I like the concept of a “Franklin Centre” district, and yes - - I did shamelessly copy the name of the Pick n Save strip mall in doing so. Franklin Centre makes a lot of sense and it’s to the point. I think that’s what residents and others need when they go to this part of Franklin.
3. Develop upwards - - the Hampton Inn & Suites is a step in the right direction. Now let’s continue that trend to make Franklin Centre that much more popular for those living outside of Franklin to travel towards. According to the approval for the hotel, People’s Choice Car Wash might not be in existence in the next couple of years, opening that area up for prime development. Another area that’s vacant with nothing happening on it is open grasslands across from 5 Star Coffee and Root River Lanes. Now I know there’s a homestead next to that land, and I’m not encouraging the forcing out of any homeowners here…however the land next to theirs is ripe for something big to happen. Taking note of the condominium complex next to this piece of land on the other side of the homestead, I’d suggest something with office and/or medical go on that land. Even at 3-4 stories, residents should (and would) be pleased with the results. Office and medical buildings generally tend to do tons of landscaping if they have the land to do so. Also, they don’t stay open into the wee hours of the night. Lastly, any type of office on the higher floors could provide enhanced security overall for the residencies during the day. A 3-5 story replacement for People’s Choice and a 3-4 story medical/office/mixed use complex across from 5 Star Coffee would provide ample upward development that the commercial district needs to become more vibrant again.
4. Anything but fast food and banks, please - - Taco Bell, McDonald’s, George Webb…I’ve had enough of fast food joints! Chase, North Shore Bank, Harris Bank…I’ve had enough of banks! Granted, the intersection has Pantheon, which does have some good offerings, but I don’t see why one family-owned restaurant should be the limit on potential restaurants for that district. As for banks, I don’t think anymore saturation is needed! Personally, I’d like to see the owners of the Franklin Centre strip mall open up some parking lot space right when you drive in off of Rawson and get a restaurant chain in there. I’d strongly feel that an Applebee’s would do well in such a location, given that it would serve as a great place for teenagers and those prideful of the Franklin Sabers to congregate at. I’ve always wanted to see an Applebee’s in Franklin for this primary reason - - Applebee’s is treated as a neighborhood restaurant, even though it is a chain. They put up memorabilia of local high school events and sports, and that’s always a plus in any community.
5. Change up the façade on Orchard View - - as mentioned earlier, this has to go. It looked great when Franklin was a tiny rural community 20 years ago. Now it’s time to move on. Franklin residents can currently watch the renovation of the strip mall on Hwy 100 in Hales Corners that currently houses a Sentry Foods. The owners are remaking it into a more vibrant, classy place to locate businesses in. I’d encourage Mr. O’Malley, the owner of Orchard View, to at least look into such renovations for his center as well.
With a chain restaurant, multiple 2+ story buildings housing office and other tenants, an upgraded Orchard View, the elimination of some parking spaces, an official name for the district, and a snazzy streetscaping plan, 76th & Rawson could be transformed from one of the “same old” areas of the metropolitan area into one of the classiest, outstanding districts for everyone. The ability to create such a fantastic district is there, but it require teamwork and dedication to make it happen. Oh, and did I mention strong leadership in that mix as well? Anyways, we couple that with what Mr. O’Malley would like to do over at Crystal Ridge, and we got ourselves a self-sustaining and vital commercial center. Tie it in with what might be happening over at the Fountains of Franklin, and holy smokes - - talk about a massive diamond in the rough.
