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Alliant Energy Center Comprehensive Master Plan Oversight Committee Update  
October 2018

It’s an exciting time to be living in the Madison area! Our community is growing in amazing ways and attracting not only attention, but people from all over the country. As Dane County shapes a new vision for one of our community’s iconic assets –Alliant Energy Center – we are truly on the cusp of creating the next great destination. Using a thorough and thoughtful master planning process and working with a collaboration of public and private organizations, a big vision for the 164-acre Alliant Energy Center campus and the land surrounding it – “The Destination District” - is taking shape. If we continue to diligently work together on this plan and a long-term vision for the area, a great destination that draws people from near and far is sure to emerge. Read on and learn how you can help.
Enjoy this edition and feel free to share it with others who may be interested, as well!

Sharon Corrigan
Chair, Comprehensive Master Plan Oversight Committee

Public Engagement Opportunities
Please join us on October 15 from 5:30 – 7:00 p.m. in the Expo Hall at Alliant Energy Center for a joint presentation of the draft master plan from Perkins + Will and the Destination District Vision and Strategy prepared by Vandewalle & Associates. The goal of the event is to share the drafts with community leaders and residents and to collect additional feedback before moving toward a final recommendation by the Oversight Committee, currently scheduled for December. Please note this is the only scheduled public presentation of these drafts.
  • Master Plan Oversight Committee Meeting - October 15, 2018 from 3-5pm, Alliant Energy Center Administrative Offices, Conference Room, 1919 Alliant Energy Center Way
  • Joint Master Planning and Destination District Vision and Strategy Public Event –October 15, 2018 from 5:30-7pm, Exhibition Hall (Mendota Rooms 5&6), 1919 Alliant Energy Center Way. See details here.
Creating a Destination District
Years of thoughtful conversations and research about how to capture the untapped potential of the Alliant Energy Center campus have served as a catalyst for additional discussions about the necessity of integrating the 164-acre campus with the adjacent property and the broader community. Re-imagining the area surrounding the Alliant Energy Center has been the focus of a public/private ad hoc vision panel for the past several months. Together, the panel is examining how to create a “Destination District” surrounding the campus.
What is a Destination District?
A Destination District is a well-thought out and designed multi-modal area of a community that knits together:
  • Pedestrian-friendly residential & commercial development in a walkable area;
  • Entertainment venues;
  • Outdoor gathering spaces for community events and activities; and
  • A critical mass of a mix of uses.
User Profile: 

World Dairy Expo 2018
The list of events happening at the Alliant Energy Center is vast and continues to grow. Some events are relative new comers like the Reebok Crossfit Games. Others like World Dairy Expo have called the Alliant Energy Center home for decades. 2018 will mark the 52nd year the Alliant Energy Center campus has hosted World Dairy Expo and brought together tens of thousands of dairy producers, enthusiasts and industry leaders for the world’s largest dairy-focused trade show and dairy cattle event. World Dairy Expo has grown as the Alliant Energy Center expanded and this year it is expected that 70,000 visitors from approximately 100 countries will flock to Madison for five days in early October. 
Public Participation on the Destination District
On September 12, members of the community gathered to learn more about the Destination District Vision and Strategy and to provide input that would help inform the process. See the Sept. 12, 2018 presentation on the Destination District Strategic Vision & Strategy here. Review input gathered during the presentation here and small group discussion summaries here.
For More Information on the Dane County Alliant Energy Center Master Plan, please visit :

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Vandewalle & Associates · 120 East Lakeside Street · Madison, WI 53715 · USA

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