Packers unveil Titletown District plans

Hinterland’s new facility will be 20,000 square feet, almost four times larger than the current Green Bay restaurant and brewery.

At the center of the space will be a 10-acre Packers-themed public plaza highlighted with an ice-skating rink.

The Packers will invest approximately $65 million in Titletown, with a cumulative initial investment by all parties to be between $120-130 million. A replica of Bart Starr’s Super Bowl ring will greet visitors to the plaza.

The district will include 10 acres of public plaza, including an ice skating pond in winter, an event area and a football field-sized green space. That will leave 16 acres for future development including additional commercial and retail elements and a residential component.

Other planned properties will include a brew pub operated by Green Bay-based Hinterland, which also operates a restaurant in Milwaukee’s Historic Third Ward, and a sports medicine clinic operated by Green Bay-based Bellin Health Care Systems.

Lodge Kohler plans to open a four-diamond hotel with about 150 rooms across the street from Lambeau Field, but Hilton Garden Inn says it’s a win-win situation.

Packers officials said at a news conference that they hand-picked the three tenants.

The Packers released details in Titletown, the area surrounding Lambeau that will be built up in the coming years. The clinic will be staffed by longtime Packers team physician Dr. Patrick McKenzie. The exterior walls will be retractable for outdoor activities on the plaza and include heated concrete and heat lamps for tailgating, events or concerts.

“We look at it as economic growth for the area, bringing in new jobs, more points of revenue, which is always a good thing”, Jennifer Welch, Beechwood Hotel Group director of sales and marketing, said, adding, “A little friendly competition never hurts”.