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Peller Investments is seeking a mixed-use designation for 113 acres near Grand Geneva, with a conceptual plan for housing, commercial space, and trails.
The Lake Geneva Plan Commission, on Monday, reviewed the proposal by Peller Investments, LLC to rezone the parcel from Planned Office to Planned Mixed-Use. Citing declining post-pandemic demand for traditional office space, the developer’s conceptual blueprint aims to transition the land into a vibrant, phased “Live, Work, Play” neighborhood.

The conceptual plan allocates 52 acres to housing and 34 acres to commercial uses. The preliminary plan outlines a balanced layout featuring roughly 25 acres of open space and trails, alongside targeted zones for attainable housing, senior living, townhomes, single-family homes, and planned business spaces near Highway 12. Developers say the transformation addresses critical community goals highlighted in the city’s recent Strategic Action Plan, including workforce housing shortages, shifting demographics, and declining school enrollments.

Peller is looking for a land use change to the Comprehensive Plan so they can continue with their plans. In order for this to even be possible, there will be a public hearing on December 7th at 5 p.m. at City Hall in the council chambers. The Plan Commission will also be present to hear the comments made by the public. The city is also preparing for the possibility that Pellar will want the land to be annexed into Lake Geneva.

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