The new Cabela's will be
the third store in Wisconsin.

ASHWAUBENON, WI-Cabela’s has signed its lease with the Green Bay Packers to anchor a planned retail mixed use development zone near Lambeau Field. As announced last month, the retailer will construct a 100,000-square-foot store on 21 acres at US Route 41 and Lombardi Avenue.

The Packers own more than 28 acres to the west of their stadium, and have been trying to get the Titletown Development off the ground for some time. This is the first project announced for the development. The Packers have discussed a youth stadium, an exhibition hall, a medical center and retail stores, uses that would complement the stadium’s game day draws, pro shops and other concerts and events.

Cabela’s will start construction this fall and open the store in the summer of 2013. “It’s a wonderful area to expand our retail footprint,” said company CEO Tommy Millner. The firm has two other stores in Wisconsin, and operates a total of 36 retail stores in the United States and Canada. The firm plans to open other new stores in Saskaatchewan, Canada; Charleston, WV; Rogers, AR; Union Gap, WA; Grandville, MI; Columbus, OH; Louisville, KY; Thornton, CO; and Lone Tree, CO.

Lee & Associates Madison negotiated the lease for Cabela’s. Steve Doran, a principal at Lee, tells GlobeSt.com that the Green Bay area is more of a tertiary retail market, but that football fans tend to also be Cabela’s customers. “The whole northeastern part of the state is very robust in fishing and hunting, and this draws from an opportunity to place a store in a trade area that has a very strong customer base. Also, the Packers are trying to get visitors to come and stay for an extended weekend instead of just one or two nights.”

There has been controversy surrounding this site, as a portion of the property here is considered wetlands. Bass Pro Shops pulled out of a deal to build a store here when public groups protested against wetlands development. However, Gov. Scott Walker and other state officials supported development on the site, and the Packers have agreed to allow some of the wetlands to remain, and contract with Ducks Unlimited to create wetlands elsewhere.