Plans for the former Weinbrenner Shoe Company factory in downtown Marshfield are moving ahead after city leaders gave the developer more time to pursue the project on an exclusive basis.
The Common Council voted 8-1 on Oct. 27 to amend its agreement with Seranova Development, formerly J. Jeffers & Co., extending exclusive negotiations over the property at 305 W. Third St. from the end of November to May 6, 2027. District 9 Alderperson Richard Kranz voted no, and District 2 Alderperson Derek Wehrmann was absent.
The extra time is tied to Seranova's plan to apply in the first days of November for affordable housing tax credits through the Wisconsin Housing and Economic Development Authority, with award announcements expected in spring 2027. The original exclusive agreement was set at the end of July and ran for 120 days.
On Oct. 13, the council approved a memorandum of understanding by a 9-1 vote that set out more of the plan. Under it, redevelopment is expected to create more than $4.4 million in property value within 24 months of the city transferring ownership to Seranova. The city would sell the property for $1 and contribute $100,000 toward predevelopment costs expected to top $1 million, City Administrator Steve Barg said at the Oct. 13 meeting.
The overall redevelopment of the more than 90-year-old factory building is expected to cost $31 million and create 83 apartments across its three-story and single-story sections. The plan lists 34 one-bedroom units at about $925 a month, 46 two-bedroom units at about $1,107 a month and three three-bedroom units at about $1,271 a month, along with 52 surface parking spaces.
A project concept is due Nov. 2 as part of the tax credit process. If it is approved, a full application would be due Feb. 5, 2027, with award announcements expected in April.
