The Green Bay Public Market, a highly anticipated indoor marketplace, has missed its latest deadline. Since its launch in early 2022, On Broadway Inc., the nonprofit revitalization organization for the Green Bay Broadway district, has been mired in delays, controversies, and public relations challenges. The organization initially touted it as a future tourist draw and community hub, but years of setbacks have tarnished the project’s image and public trust.
Public announcement of the public market project in January 2022
In January 2022, just over 4 years ago, On Broadway unveiled plans for the Green Bay Public Market, an ambitious redevelopment of the historic Old Fort Square building, located between other local businesses on the 200 block of North Broadway.[1] At that time, the public market had already had several companies lined up as initial tenants.[2] The market was to be modeled after other successful markets, including La Boqueria in Barcelona, Findlay Market in Cincinnati, and the Milwaukee Public Market.[3] From Brian Johnson’s announcement email, Executive Director of On Broadway, Inc., he states:
We anticipate our $10-$12 million adaptive reuse development of this property will attract over one million visitors per year and become one of Green Bay’s top destinations just as the aforementioned public markets have done in their respective communities.
Initial Tenants Listed[2]:
Brian Johnson stated that On Broadway has asked for American Rescue Plan Act (ARPA) money to help fund the project, along with a private campaign, and the sale of naming rights. Here, it was also claimed that the project will attract a million people every year. Multiple future tenants spoke on their excitement for the development.[2]
“We are excited to be joining this space with a new brand that will be by Voyageurs.”
- Celeste Parins, Voyageurs Bakehouse
“We’re looking to bring some fresh, amazing seafood to Green Bay in a fresh and amazing new area.”
- Rhenee Mady, West Coast Seafood and Chowder
In total, there were to be 26 different vendor spots, with two of those being considered anchor locations with significantly more retail space.[9]
Acknowledged that the 2023 opening date was unattainable
On Broadway announced in late March of 2024 that the project's capital campaign has now surpassed 60% of its 12.5 million dollar goal.[4] Since the announcement in January 2022, the project has been pushed back to spring 2025.[4] On Broadway, officials acknowledged that the 2023 opening date was unattainable.[4] The goal was now set for March 2025 to host the NFL draft, which took place in April 2025. This effectively pushed back the opening date to over a year later from the initially scheduled 2023 opening.[4]
Months later, in October of 2024, the City of Green Bay finalized the use of Biden-era American Rescue Plan Act (ARPA) funds by sending a $500,000 check to On Broadway Inc.[10] This was a grant from the city to cover a portion of the estimated $1.7 million total cost of the Public Market project's facade.[11]
Around the same time, the team at the Public Market project unveiled their mascots for the building, which were quickly revealed to be AI generated.
On Broadway Inc. leadership addresses challenges with the Public Market project
In January of 2025, On Broadway confirmed that the public market will not be finished in time for the NFL Draft in April 2025.[5] Johnson stated he was confident that Green Bay would still have plenty for locals and guests to do during the draft, without the public market project's involvement.[5]
“The public market is just a very difficult and challenging project. I mean, if it were easy, we’d already have one.”
- Brian Johnson, Executive Director, On Broadway, Inc.
Ron Franklin says delays are due to increased costs and construction delays in June 2025
After the Draft, the Green Bay Public Market had some success when Representative Ryan Spaude and State Senator Jamie Wall requested that the state budget include $3 million for the project's development. Governor Tony Evers included this in the budget bill.[6]
Back in Green Bay, the budget for the Public Market has swelled to $22 million, up from the original estimate of $10 to $12 million. The private fundraising goal has been updated to $18 million. Ron Franklin, the Vice President of Operations, states that increased material and construction costs are to blame for the delays. According to Franklin, all of the project's funding is secure, and the project will not lose funding due to the delays. To offset some of the price increases, Franklin states that the organization is updating the project's scope to be more cost-effective.[6]
“We went through a value engineering phase. What that means, fancy word for, we need to reduce our expenses. We need to find ways to reduce the build-out cost, so we may have eliminated this feature or substituted for a lower cost feature that is more economical or a product that is made in the U.S. versus one that’s not, just to try and offset those costs.
- Ron Franklin, Vice President of Operations, On Broadway, Inc.
Franklin goes on to state that material prices fluctuate, but On Broadway has been able to work with the project's suppliers to secure materials at pre-COVID or potentially pre-tax prices. He goes on to explain that steel prices are a high cost for the project. The project was now set to be completed in 2026.[6]
On Broadway Inc. no longer has a timeline for the Public Market in October 2025
After negotiations over Wisconsin's state budget, the $3 million requested for On Broadway's Public Market project was removed from the final 2025-2027 budget. At this point, On Broadway has not established another timeline for the project.[7]
"working tirelessly to close our funding gap over the next few months at which time we will establish a new timeline.”
- On Broadway, Inc.
Deadlines are pushed back, and the Public Market project turns four in January 2026
On January 13th, Green Bay's Redevelopment Authority approved On Broadway's request to amend the development agreement to include an extension to complete the public market project. The revised timeline has the project complete in late 2027.[8]
Timelines
Since the vote, little communication regarding the project has been shared with the public. With deadlines coming up in May.
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