VEG_Comprehensive and Downtown Plan RFP_Final.pdf

Request for Proposals

Integrated Comprehensive and Downtown Master Plan

Issuance Date: Monday, September 29, 2025 at 12:00 p.m.

Due Date: Monday, November 3, 2025 at 12:00 p.m.

Village of Elm Grove Integrated Comprehensive and Downtown Master Plan RFP – 2025

Introduction The Village of Elm Grove is seeking proposals from qualified professional planning consultants who have the capacity and expertise to assist the Village in the completion of an update to the Village’s Comprehensive Plan. The Village is proposing an update pursuant to Wis. Stat. §66.1001, with the intent to build upon the foundation of the 2007 Comprehensive Plan while introducing new goals, objectives, and policies that deliver focused, value-added strategies—particularly as they pertain to the future of Elm Grove’s downtown. To reflect this dual focus, this effort is being published as the Integrated Comprehensive and Downtown Master Plan Request for Proposals.

The Village’s existing Comprehensive Plan was adopted in 2007 and has been amended as necessary to facilitate rezoning. It is important to note that many of the foundational elements of the existing plan remain relevant today, still reflecting a strong community vision as a “small hometown Village.” It is rooted in neighborhood preservation, environmental stewardship, and thoughtful land use values that continue to guide local decision-making. Several of its goals and policy directions, including those related to residential character, sensitivity to redevelopment, green space protection, adequate parking, and civic engagement, are still widely supported by residents and officials alike. Rather than starting from scratch, the Village intends for this update to build upon the enduring components of the 2007 Plan, incorporate a Downtown Master Plan element, all while representing a more condensed, readable and value-added document.

Please note, consultants that intend to submit a proposal should contact:

Ethan Sowl Assistant Village Manager / Zoning and Planning Administrator

(262) 782-6700 esowl@elmgrovewi.org

Background The Village of Elm Grove is a built-out, primarily residential community located in eastern Waukesha County, approximately 15 miles west of downtown Milwaukee. Encompassing just 3.3 square miles, Elm Grove is home to 6,524 residents (2020 Census) and is known for its mature tree canopy, strong civic identity and volunteerism, and high quality of life. Bordered by two major regional corridors including: Bluemound Road (U.S. Highway 18) to the south and North Avenue (County Trunk Highway N) to the north, the Village offers convenient access to the greater Milwaukee metropolitan area while maintaining its small-town charm.

Though Elm Grove is largely developed, the recent Caroline Heights redevelopment of the former School Sisters of Notre Dame (SSND) property will add approximately 10 percent to the Village’s population in the form of 237 apartment units and 21 new single-family homes adjacent to the Village’s downtown. The Village is also actively working to expand access to municipal water https://elmgrovewi.org/287/Comprehensive-Plan mailto:esowl@elmgrovewi.org infrastructure via the City of Wauwatosa water utility, a key long-term initiative that intersects with recent redevelopment and service equity across Elm Grove’s neighborhoods.

The downtown area, centered along Watertown Plank Road and situated adjacent to the iconic Village Park and civic facilities (see Exhibit A map), remains the heart of the community. While modest in size, it serves as Elm Grove’s commercial, cultural, and social hub. Strengthening the vibrancy, walkability, and long-term viability of downtown is a priority for the Village and a key component of this planning effort.

The Village adopted a Comprehensive Outdoor Recreation Plan (CORP) on March 25, 2025, which establishes updated priorities for parks, trails, and open spaces. This effort will provide an opportunity to align land use, infrastructure, and downtown strategies with those recreational goals, ensuring a cohesive vision for the Village’s future.

This Comprehensive and Downtown Master Plan update offers an opportunity to re-evaluate local priorities, address emerging challenges, and establish a clear and implementable guide for future private investment.

Project Scope The following outlines the scope of work and the phases involved in updating the Village of Elm Grove Comprehensive and Downtown Master Plan. The Village seeks to achieve compliance with Wis. Stat. §66.1001, address emerging challenges, and provide focused, value-added strategies for targeted areas of importance—particularly the downtown district, land use, housing and transportation.

Phase 1: Public Engagement & Participation

The consultant shall develop and implement a Public Participation Plan that meets statutory requirements and meaningfully engages Elm Grove residents and stakeholders. The approach should be cost-effective, inclusive, and tailored to the scale of the Village. Public participation strategies should include value versus cost considerations for various planning initiatives. For example, integrating priority budget allocation activities into workshops and a Village-wide survey will help the Village identify its top priorities. The community survey shall be designed effectively so as not to ask misleading questions or include non-actionable answers. A successful proposal should provide examples from previous work on these public participation topics.

Minimum public engagement components include:

• One (1) public kickoff/open house session to gather early input.

• One (1) community survey (digital).

o Attendance at Plan Commission meeting and Joint-Plan Commission and Board of Trustees meeting to approved survey design and questions

• Attendance at Plan Commission meetings as requested.

• Attendance at Public Information meetings as requested.

https://elmgrovewi.org/808/Comprehensive-Outdoor-Recreation-Plan

• Meetings with Village staff during the planning process as needed.

• One (1) Plan Commission public hearing and Village Board presentation for plan adoption.

*All public meetings shall include a remote participation option which will be facilitated by Village staff.

Phase 2: Plan Development – Statutory Elements

The consultant shall provide updates to all nine required elements under Wis. Stat. §66.1001.

However, the Village seeks a streamlined and practical approach to these sections, emphasizing clarity, brevity, and actionable content. Specifically, consultants shall expend minimal time and resources on non-value-added required elements as it relates to Elm Grove. Narrative should be concise and visually digestible. Data-heavy sections should rely on summaries, infographics, or references to existing sources, where applicable. The nine elements include the following:

• Issues & Opportunities

• Housing

• Transportation

• Utilities & Community Facilities

• Agricultural, Natural & Cultural Resources

• Economic Development

• Intergovernmental Cooperation

• Land Use

• Implementation

Consideration of additional housing shall be sensitive to the Village’s limitations due to recent redevelopment, subsequent pressure on the on-call, volunteer EMS and volunteer fire departments, and frequent railroad traffic.

While consideration of agricultural and cultural resources shall be minimal, emphasis should be placed on preservation and enhancement of green space, trees and other natural resources.

Phase 2a: Integrated Downtown Master Plan The updated Comprehensive Plan must include an integrated Downtown Master Plan component addressing the Village’s central commercial district along Watertown Plank Road and surrounding areas (Exhibit A). This component should also be designed to function independently as needed.

Consultants should review the 2003 Downtown District Site Design Guidelines. These guidelines have remained a relevant tool for evaluating the architectural character and design of individual proposals. While the Village intends to update these guidelines in the future, that task is outside the scope of this integrated planning effort. Instead, this process should focus on broader elements such as building scale, massing, and setbacks to guide future redevelopment.

https://elmgrovewi.org/117/Downtown-Design-Guidelines

The Downtown Master Plan phase should include:

• Analysis of existing land use patterns

• Analysis of market conditions to ground plan recommendations in economic reality

• Strategies for business retention

• Strategies for redevelopment that prioritize context-sensitive infill and repurposing of existing structures

• Illustrative guidance for compatible building scale, massing and setbacks

• Recommendations for improved pedestrian, bicycle, vehicular, and parking access.

Additional considerations as it pertains to the existing CPKC Railroad’s traffic interruptions within the downtown should also be incorporated.

• Opportunities for placemaking, streetscape and façade enhancements

• Zoning and regulatory considerations that could support desired reinvestment

• Implementation and phasing recommendations to support near- and long-term reinvestment

Phase 3: Plan Finalization & Adoption

Following public review and Plan Commission and Village Board feedback, the consultant shall:

• Prepare a Final Draft Plan for public hearing and presentation to the Plan Commission and Village Board.

• Attend the formal public hearing and adoption meeting.

• Incorporate final edits following adoption and provide:

Deliverables:

• Public Participation Analysis (Community Survey and workshop(s) report).

• Full digital Plan, inclusive of visual representations and elevations to reinforce the vision.

• A summary slideshow or handout for use in public communications.

Project Timeline The consultant shall propose a schedule that allows for completion of all tasks within a 12-month timeframe. The Village prefers to initiate the project in April 2026 to maximize community participation. Project management should include:

• A detailed work plan with key milestones.

• A designated project manager as the primary point of contact as well as a complete project team profile.

• Regular progress updates to staff and Plan Commission.

• Cost control and documentation of any proposed changes to scope or timeline.

Project Budget Responding firms shall provide a detailed fee schedule corresponding to the phases outlined in the Project Scope section. A total not-to-exceed project cost must also be included. All cost-related materials shall be submitted on a separate page titled “Cost Summary Proposal.”

The Village requires that each phase’s costs be clearly itemized for internal budgeting purposes.

The hourly rate of key personnel assigned to the project should also be provided. Additionally, Phase 2 and 2a’s costs should be itemized. The Village encourages consultants to reflect the integrated nature of the effort in their pricing, and to propose a Downtown Master Plan component that is more cost-effective than a typical standalone downtown planning process.

The Village reserves the right to adjust the scope of services and may choose not to proceed with the Downtown Master Plan component, depending on available funding and alignment with community priorities.

RFP Submittal Requirements The RFP submittal shall contain the following sections:

Cover Letter, Detailing Understanding and Approach to the Project: A memo that reflects your understanding of the project’s objectives, challenges, and how your team will address them, demonstrating expertise in relevant areas. Show a clear understanding of the goals and challenges and detail how the work will be executed efficiently and effectively.

Relevant Project Experience: Include descriptions of relevant completed projects with municipal clients and excerpts of similar competed plans to illustrate the final product. Provide references from at least three municipal clients to demonstrate your team's proven track record in similar projects.

Scope of Work, Including All Steps and Deliverables: A detailed scope outlining each task and deliverable, demonstrating how your team will meet the project’s milestones. Include a project timeline that demonstrates your ability to meet deadlines.

Project Budget: Provide a detailed, task-based budget that includes:

• A lump sum cost for completing the entire project as described in the RFP;

• A breakdown of estimated labor hours (including the hourly rate of all personnel assigned to the project) and associated costs for each major phase, including:

o Phase 1: Public Engagement o Phase 2: Comprehensive Plan Statutory Elements o Phase 2a: Downtown Master Plan

• A clear explanation of how the proposed budget aligns with the project scope and deliverables

Cost information should be presented on a separate page titled “Cost Summary Proposal.” This section will be used to assess financial feasibility and to compare cost-effectiveness across proposals.

List of Key Personnel, Including the Project Manager: Include the roles, qualifications, relevant experience, and hourly rate related to the project's objectives.

Due Date: Proposals must be submitted by 12:00 p.m. on November 3, 2025.

Location: Submissions should be delivered to Elm Grove Village Hall, 13600 Juneau Blvd, Elm Grove, WI 53122. Emailed submissions shall be sent to the Assistant Village Manager at esowl@elmgrovewi.org.

Proposal Validity: All proposals must remain valid and binding for a period of not less than 120 days following the submission deadline. This timeframe allows the Village to review all submissions, present a recommendation to the Plan Commission, conduct interviews if needed, seek Village Board approval to engage a consultant for a not-to-exceed amount, and enter into contract negotiations with the selected consultant.

Format: Provide an electronic copy and 11 hard copies of the proposal.

Evaluation and Selection Each proposal will be evaluated using the following criteria:

1. Approach and Understanding of Project Goals

• Demonstrated understanding of Elm Grove’s unique community character, planning priorities, and budget-conscious approach.

• Clear, efficient approach to integrating statutory comprehensive plan elements with the downtown framework.

• Innovative yet realistic public engagement methods tailored to Elm Grove’s scale and demographics. For additional information, review text under Phase 1 of the RFP.

2. Cost Proposal

• Overall project cost and clarity of pricing by phase.

• Cost competitiveness, particularly in relation to the downtown component.

• Reasonable allocation of resources to priority areas.

3. Experience and Qualifications of Consultant and Project Team

• Relevant experience preparing comprehensive plans and downtown master plans— particularly for communities of similar size, demographics, and complexity.

• Qualifications and roles of key personnel.

• Familiarity with Wisconsin planning law and statutory requirements (Wis. Stat. §66.1001).

• Proven success in community engagement and plan implementation.

• Feedback from municipal references as to quality of past work, budget adherence, communication, and plan usability.

4. Quality and Clarity of Proposal Materials

• Organization, readability, and professionalism of the proposal.

• Responsiveness to all RFP requirements

• Demonstrated ability to communicate complex planning concepts clearly.

RFP Timeline RFP Released: The proposal submission window will open on September 29, 2025 at 12:00 p.m.

Deadline to Submit Questions: All requests for clarification or additional information shall be emailed to esowl@elmgrovewi.org by October 13, 2025 at 12:00 p.m. Responses will be emailed by October 17, 2025.

Deadline to Submit Proposals: The proposal submission window will close on November 3, 2025 at 12:00 p.m. Proposals submitted late will not be considered.

Review of Proposals: Village staff and the Plan Commission will review and evaluate proposals based on the evaluation criteria. Two to three finalists will be requested to attend an interview.

All consultants will be notified of next steps by December 5, 2025.

Recommendation to the Village Board: The Plan Commission will recommend a consultant’s proposal to the Village Board for approval based on the results of the evaluation process.

Project Kickoff: Plan Commission and Public Engagement – April 2026

Terms and Conditions The Village of Elm Grove reserves the right to reject any or all proposals that do not meet the requirements outlined in this RFP or that are otherwise deemed not to be in the best interest of the Village. This RFP does not constitute a contract or an offer of employment.

All costs incurred in the preparation and submission of a proposal shall be the sole responsibility of the submitting firm. All submitted materials, whether accepted or rejected, are subject to disclosure under Wisconsin’s public records law (Wis. Stat. §§ 19.31–19.39).

The Village reserves the right to add, modify, or remove project elements or tasks during contract negotiations, based on budget availability and alignment with community priorities.

All completed work products, including but not limited to surveys, workshop materials, draft and final plans, maps, designs, and digital files, shall become the property of the Village of Elm Grove upon completion of the project.

Thank you for your interest, Ethan Sowl Assistant Village Manager / Zoning and Planning Administrator

Cc: Thomas Harrigan, Village Manager

EXHIBIT A

ELM GROVE DOWNTOWN OVERLAY

Legend

Notes The information and depictions herein are for informational purposes and Waukesha County specifically disclaims accuracy in this reproduction and specifically admonishes and advises that if specific and precise accuracy is required, the same should be determined by procurement of certified maps, surveys, plats, Flood Insurance Studies, or other official means. Waukesha County will not be responsible for any damages which result from third party use of the information and depictions herein, or for use which ignores this warning.

Feet0 553.11

Elm Grove Downtown Overlay Municipal Boundary_2K

Parcel_Dimension_2K

Note_Text_2K

Lots_2K

Lot

Unit

General Common Element

Outlot

SimultaneousConveyance_2K

Assessor Plat

CSM

Condominium

Subdivision

Cartoline_2K

EA-Easement_Line

PL-DA

PL-Extended_Tie_line

PL-Meander_Line

PL-Note

PL-Tie

PL-Tie_Line

<all other values>

Railroad_2K

Downtown Overlay Map_2025