Rockwell Automation, Inc.

(New York Stock Exchange)
Back to all articles
Neutral 0

Hearing gauges public opinion on Rockwell Automations' New Berlin plan

AI-generated analysis

🏭 Rockwell Automation plans a sprawling 185-acre campus in New Berlin, Wisconsin, featuring up to 1 million square feet of manufacturing and office space.

πŸ“ The proposed site is located east of South Moorland Road and south of West Grange Avenue, adjacent to residential subdivisions and farm fields.

πŸ—£οΈ A public hearing on June 1 allowed residents to voice concerns about rezoning the land for a business park despite restrictions on discussing design plans.

πŸš› Opponents raised alarms about heavy truck traffic, noise pollution from HVAC units, and the potential disruption to quiet agricultural neighborhoods.

🏠 Emily Feldman, whose husband previously worked for Rockwell, expressed shock at the idea of a massive industrial plant in her backyard after investing life savings in her home.

πŸ“‰ The company has scaled back its original plans, reducing the proposed acreage from 300 acres to 185 acres and eliminating plans for second and third phases.

πŸ—οΈ The initial facility will consist of an 810,000-square-foot building, with construction not anticipated until at least 2027 pending city support and tax subsidies.

πŸ€– Kyle Lindberg, Rockwell's vice president, described the project as a state-of-the-art facility featuring advanced automation to increase national capacity.

πŸ“œ SunCap Property Group is acting as the developer on behalf of Rockwell, managing the project across 11 separate land parcels with individual tax identifications.

πŸ”„ City officials explained that comprehensive plans often evolve based on developer applications, though this specific rezoning faces significant community resistance.

πŸ“… The Plan Commission will consider the land-use and zoning changes on July 15, followed by a review from the New Berlin Common Council.

⚠️ No speakers supported the project during the hearing, with all comments focusing on opposition or mixed feelings regarding the location and scale.

πŸ›οΈ The proposal requires updating the city's 2030 comprehensive plan and approving a planned-unit development overlay for zoning flexibility.

⚑ Potential issues include the need for a We Energies substation to serve the property and approval of building heights up to 60 feet.

πŸ“‰ Rockwell officials clarified that future expansions would be handled separately from the current single-building proposal presented at the hearing.

Risk Factors
  • The project faces significant public opposition from dozens of residents concerned about traffic, noise pollution, and the impact on surrounding residential neighborhoods and agricultural land.
  • No one spoke in support of the project during the June 1 public hearing, with approximately a half-dozen speakers strongly opposing the rezoning proposal.
  • Construction is not anticipated to begin until 2027 and remains contingent on securing city support and potential tax subsidies to finance the project.
  • The Plan Commission did not take action at the June 1 hearing and must review zoning changes again on July 15, indicating unresolved regulatory hurdles.
  • The proposal requires updating the city's 2030 comprehensive plan and obtaining a planned-unit development overlay, introducing additional complexity and potential for delays.
  • The project involves building height variances and requires a new substation from We Energies, creating dependency on external infrastructure approvals.
  • Earlier plans for additional phases have been dropped, reducing the total acreage from 300 to 185 acres, which may limit the intended scale of Rockwell's national production capacity expansion.
Full Analysis
Rockwell Automation is seeking rezoning approval in New Berlin, Wisconsin, to construct a massive manufacturing and office campus that could eventually span nearly 200 acres and exceed 1 million square feet. The project, developed by SunCap Property Group on behalf of Rockwell, involves an initial 810,000-square-foot building with potential for future expansion, though officials recently clarified that earlier plans for additional phases have been dropped, reducing the total acreage from 300 to 185. The facility is intended to serve as a state-of-the-art production site utilizing advanced automation technology and will rely on workforce drawn from the Milwaukee metro area. The proposal has faced significant opposition during a public hearing held on June 1, where residents expressed concerns about traffic, noise pollution, building height limits of up to 60 feet, and the impact on surrounding residential neighborhoods and agricultural land. While some attendees acknowledged Rockwell's value to the community, they argued that the specific location is inappropriate given its proximity to homes and existing subdivisions. City staff noted that comprehensive plans are often adjusted based on developer applications, but the Plan Commission did not take action at the hearing and is scheduled to review the zoning changes on July 15. Construction is not anticipated to begin until 2027 and remains contingent on securing city support and potential tax subsidies to finance the project. The development requires updating the city's 2030 comprehensive plan and obtaining a planned-unit development overlay to accommodate the complex nature of the site, which includes issues such as building height variances and the need for a new substation from We Energies. Future expansions will be handled through separate approvals, and the project represents Rockwell's effort to increase its national production capacity with a facility located east of South Moorland Road and south of West Grange Avenue.