MILWAUKEE – A vacant downtown Milwaukee office tower will be transformed into 220 new homes under a proposal from the City of Milwaukee Department of City Development (DCD) to establish tax incremental district (TID) 137 (310W East Tower). 

310W Wisconsin Rollup LLC, who has partnered with Time Equities, Inc., is proposing a $73.6 million project to convert vacant office space within the east tower of 310 West Wisconsin Avenue into 220 multifamily residential units. The proposed project would include a mix of studio, one-, two- and three-bedroom homes, including 50 workforce housing units for households earning between 70% and 90% of the area median income (AMI).

“We are focused on creating more opportunities for residents to find quality, affordable homes,” said Mayor Cavalier Johnson. “This investment benefits Milwaukee’s long-term economic health by expanding our tax base and ensuring our existing buildings contribute to the city’s future. My administration is committed to supporting and advancing projects like this that increase housing options and build a stronger local economy.” 

The proposed conversion is part of the City of Milwaukee’s strategy to put vacant and underutilized space back into productive use while creating new housing opportunities. With the creation of TID 137, DCD would help close the financing gap associated with complex office-to-residential conversions while supporting the transformation of an existing building into new housing.

The 310W East Tower conversion advances the Connec+ing MKE Downtown Plan 2040 goals of increasing the Downtown population and creating a wider mix of uses in Downtown.

“This proposal represents an important investment in the continued growth of Downtown Milwaukee,” District 4 Alderman Robert Bauman said. “This conversion will bring more residents Downtown, support local businesses, and further activate the neighborhood. I am pleased to support this project and the City’s efforts to expand housing opportunities.”

The proposed developer-financed TID would provide up to $6.44 million over an 18-year term. The project would reactivate currently vacant office space, bring new residents to Downtown Milwaukee, and stabilize and increase the tax base by bringing significant new investment to the building.

DCD is proposing TID 137 under the City’s Tax Incremental Financing for Housing Development Guidelines, which prioritizes projects that create affordable and workforce housing options and developments that repurpose underutilized central business district office buildings into residential properties.  

“We’re excited to see continued investment in affordable places to live for Milwaukee residents, especially during this Year of Housing,” DCD Commissioner Lafayette L. Crump said. “The Department of City Development is proud of the work we’ve done to partner with the development community to expand and refine the use of tax incremental financing to help close financing gaps associated with complex redevelopment projects and increase the amount of housing available in Milwaukee across diverse price points.” 

“Time Equities acquired this iconic blue office building nearly nine years ago with a vision of investing in the continued revitalization of Westown. We saw an opportunity to restore an important Milwaukee landmark that had experienced significant vacancy, but as our repositioning efforts gained momentum, the pandemic fundamentally changed demand for office space,” Brad Gordon, Director of Acquisitions, Time Equities, Inc., said. “Despite investing more than $30 million into the property, we remained committed to finding a long-term solution and, over the past four years, worked to advance a plan to convert the East Tower into residential apartments. Through the City’s Tax Incremental Financing program supporting office-to-residential conversions, and in partnership with the City, this project will deliver 220 new apartments, including 50 workforce housing units, while bringing much-needed housing and new economic activity to downtown Milwaukee. As a former Milwaukee resident, it is especially rewarding to help preserve and reposition a building that has been part of the city’s skyline for more than 45 years and contribute to Westown’s continued momentum.” 

The Redevelopment Authority of the City of Milwaukee will review the proposed TID on August 20, 2026. A public hearing is also scheduled for the meeting. Project plans will be made available online prior to the meeting.