Greater East Towne Area Plan

Mall Madness

The City of Madison is planning for the future of the city's malls! To kick-off the Greater East Towne and Odana Area Plans, we are using this tournament style bracket to help us better understand your thoughts and preferences about how the areas could transform in the coming years. Each “team” represents a potential component of a comprehensive redevelopment vision.  Select your preferred team in each matchup and help us understand community priorities by crowning your champion. Teams in each bracket region represent a different focus: Things to Do, Places to Live and Work, Getting Around, and Design and Character.  Be sure to include your email address to get project updates and for a chance to win prizes.  Enter here!



The plan area is approximately 820 acres, and is generally bounded by a Wisconsin & Southern rail line on the south, Interstate 39/90 on the east, East Washington Avenue on the north, and North Stoughton Road on the west.

The area is currently dominated by large nodes of single-use, auto-oriented retail and some office development that was largely constructed in the 1970s and 1980s.

The Greater East Towne Area Plan represents a new type of undertaking for the City: large-scale plans to guide redevelopment of predominantly commercial areas into mixed-use Activity Centers


Last Updated: 03/05/2020

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