Reflecting on Four Years of the Green Bay Public Market

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.

The Timeline

Announcement

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]:

• Voyageurs Bakehouse
  • Bakery on North Broadway that opened in 2020
  • Owners are Ben Cadman and Celeste Parins
• West Coast Seafood and Chowder
  • Have been a vendor at On Broadway Farmer's Markets
  • Owner is Rhenee Mady
• Gather
  • Venue space on North Broadway that opened in 2016
  • Owners are Jyil and Tommy Everman
• One Barrel Brewing Company
  • Started in Madison in 2012 and has since expanded into Door County
  • Public Market space would be a taproom
  • Owners are Jen and Peter Gentry

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]

Unattainable Goals

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.

Three Years of the Public Market Project

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.

Double the Cost

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]

No Timeline

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.

Four Years of the Public Market Project

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

• May 1st. 2026
  • Submit updated construction documents, project budget, proof of equity, and proof of financing.
  • Initially set for January 1st, 2025.
• December 31, 2027
  • Construction completed, and a certificate of occupancy applied for.
  • This was originally set for December 1st, 2025.
• Janurary 1st, 2028
  • On Broadway guarantees the property will have a value of $7 million.
  • The agreement previously specified a target of January 1st, 2026.

Since the vote, little communication regarding the project has been shared with the public. With deadlines coming up in May.

Sources

1. Public Market on Broadway expected to connect Green Bay area merchants with shoppers – Fox 11
2. On Broadway announces Public Market, apartments in downtown Green Bay – WBAY
3. Green Bay City Open Records Request 191-2025 Email Files 1 pages 45-48
4. Green Bay Public Market reaches 60% of fundraising goal – WBAY
5. Green Bay Public Market won’t be done in time for NFL Draft involvement, officials confirm – 94.3 Jack FM
6. Green Bay Public Market opening pushed back to 2026 – WBAY
7. Green Bay Public Market plans to set new opening date once more funding is secured – Fox 11
8. Green Bay Public Market revised timeline would finish job by late 2027 – Green Bay Press Gazette
9. Green Bay Public Market Meeting C – August 12th, 2022
10. Green Bay City Open Records Request 191-2025 Copy of check
11. Green Bay City Open Records Request 191-2025 Amendment 1 - Grant Agreement Public Market - signed