Brewers ballpark could see apartments, hotel, development study says

The developments could total around $800 million

Sights, sounds from Brewers’ 25th anniversary of American Family Field

The Milwaukee Brewers held a 25th anniversary celebration of American Family Field on July 25, 2025.

A new study proposes developing up to one-quarter of American Family Field’s parking lots.The potential $800 million project could include apartments, a hotel, and retail space.Development would result in the loss of 1,600 to 3,000 parking spaces, even with new parking structures.The project faces challenges such as environmental cleanup, floodplain modifications, and relocating utilities.While the property is tax-exempt, new developments could generate around $19 million annually in payments to local governments.

Up to one-quarter of American Family Field’s parking lots could be developed into apartments, a hotel and other new uses totaling around $800 million in project costs.

But those potential developments mean a loss of around 1,600 to 3,000 parking spaces − and would face challenges involving possible environmental cleanup work, floodplain modifications, and underground utility relocations.

That’s according to a presentation made to the Wisconsin Professional Baseball Park District board at its Nov. 6 meeting.

That presentation was tied to a study of the development potential for the stadium’s parking lots. The stadium complex is largely owned by the state-created district, which leases the ballpark to the Milwaukee Brewers.

The development report is required by legislation, signed in 2023 by Gov. Tony Evers, calling for $365.8 million from the state and $67.5 million each from the City of Milwaukee and Milwaukee County to pay for American Family Field renovations over nearly 30 years.

The study was conducted by Washington, D.C.-based consulting firm Brailsford & Dunlavey Inc., with help from Kansas City-based architectural firm Populous and Glendale-based engineering firm Kapur Inc.

It outlined three development scenarios that say market demand justifies 600 to 1,000 apartments; a 150- to 200-room hotel; 38,000 to 52,000 square feet of retail space, and 20,000 to 50,000 square feet of office space.

Those new buildings would use around 25 to 30 acres, and have development costs totaling an estimated $762 million to $821 million. The stadium’s parking lots total around 12,000 spaces on 90 acres.

The development scenarios call for development on parking lots south of Interstate 94, both east and west of Brewers Boulevard/Wisconsin Highway 175. All three scenarios include parking structures.

But, even with those parking structures, there still would be a loss of parking spaces.

Ballpark site challenges vs. potential benefits

There also are the site challenges, including environmental issues and soil conditions, said Preston Cole, a board member and city Department of Administration director.

Some board members also questioned who’d pay for the estimated $30 million of site infrastructure costs.

But, Cole added, there are potentially big benefits for the city and other local governments.

“It’s about time,” Cole said.

While the stadium and its parking lots are exempt from property taxes, a payment in lieu of those taxes could potentially total $19 million annually, according to the study.

The study recommends such an agreement to help pay for infrastructure costs and to level the playing field between businesses that locate at the ballpark with businesses that pay property taxes.

Stakeholders that Brailsford & Dunlavey spoke with are enthusiastic about the development potential, said Bill Mykins, firm vice president.

“Everyone wants to see something happen other than parking lots that sit empty,” Mykins told the board.

Rick Schlesinger, Brewers business operations president, said it would be premature to comment because club officials haven’t yet seen the report − which is still in draft form.

Meanwhile, the ball club is pursuing plans for more stadium gathering spaces, including a new public plaza featuring a beer garden, performance stage, and mini golf.

That plaza is to be built plaza behind the outfield near the pedestrian bridge over Wisconsin Highway 175/Brewers Boulevard to the parking lots.

(This article was updated to add new information.)

Tom Daykin can be emailed at tdaykin@jrn.com and followed on Instagram, Bluesky, X and Facebook.