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Former Oscar Mayer property gets another redevelopment boost
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Former Oscar Mayer property gets another redevelopment boost


Finding a new use for 1.8 million square feet of space doesn’t happen overnight. But the former Oscar Mayer plant, while still largely vacant, is slowly coming back to life.

The 72-acre property still has a long way to go. But there are signs of progress and hope for the site to become a hub for commercial, office, light industrial, cold storage and retail use along with entrepreneurs who make and sell their products.

The Wisconsin Economic Development Corp. announced Wednesday that the city of Madison is receiving a $250,000 state community development investment grant designed to support the renovation and restoration of one of the buildings on the site, a 58,000-square-foot building constructed in 1939.

Former Oscar Mayer site coming to life

The Bodgery maker space has now moved to this building, used for decades as a machine shop and garage by Oscar Mayer. About 700,000 square feet of office and industrial space is ready to be leased at the site.

For decades, Oscar Mayer used the low-slung building that fronts Packers Avenue for a garage and machine shop. But now, what is referred to as Building 20, is destined for a new use and is helping a local artisans’ organization dramatically expand its footprint and offerings.

The Bodgery, a nonprofit organization whose 150 members use cloth, yarn, metal, wood, 3-D printers, laser cutters, computers and a wide range of other equipment, next month will open a 14,000-square-foot workshop, nearly four times the size of its existing space off Stoughton Road.

“This makes us much more accessible,” said Grant Dobbe, president of The Bodgery. “It makes it easy for people to find, and there’s plenty of parking. The second thing it does is it gives us more space to expand. It was very cramped and very compact, and we had to be very creative about how we stored stuff.”

Former Oscar Mayer site coming to life

Grant Dobbe, president of The Bodgery, shows off a crash test dummy from one of The Bodgery's members. Other products that have been made by members include sail boats, quilts, cabinets and metal art. The Bodgery has a new and larger space at the former Oscar Mayer site on Madison's East Side.

The work supported by the state grant will include sewer and plumbing work, construction of pedestrian entryways, masonry work, energy-efficient upgrades and asbestos removal.

Two other tenants, which will combine to use about 17,000 square feet in Building 20, are expected to be announced in the coming weeks but are also maker-type organizations, said Nate Ellis, vice president of real estate with Rabin Worldwide, one of the owners of the property.

Ready to rent

Meanwhile, other tenants are being sought for the remainder of the building and the 700,000 square feet of space elsewhere on the property that has been readied for reuse after $18 million in improvements to electrical, heating, lighting, carpeting and other systems, Ellis said.

Former Oscar Mayer site coming to life

Nate Ellis, vice president of Rabin Worldwide, one of the owners of the former Oscar Mayer property, checks out what will ultimately be used as a classroom and computer lab for The Bodgery. The equipment now in the room will be moved to another part of the location once remodeling of the maker space is completed.  

“We’ve broken it down into pieces that we can understand and that we can present to the market and get leased up,” Ellis said. “We’ve gone through and picked buildings like (Building 20) and prepared them. They look old, but we’ve been able to modernize them and really update them.”

Ellis said his company is in discussion with about eight other companies interested in leasing space on the property and that by the end of the year, he expects to have an additional 200,000 to 300,000 square feet leased.

Building 20

Also on the site, the 280,000-square-foot, nine-story former corporate headquarters office building already has two tenants. About 80 employees of TASC — Total Administrative Services Corp. — began working last summer on the second floor and the company now has about 25,000 square feet of space, Ellis said. The company, which administers benefit programs for businesses across the U.S., was renting space at a building near TASC’s headquarters at 2302 International Lane, but the building was sold and TASC lost its lease. So, the company turned to the vacant Oscar Mayer space.

In August 2018, AssuredLeads moved its main office into a 10,000-square-foot space in the building after outgrowing its space at 600 Williamson St. Founded in 2017, AssuredLeads provides exclusive, premium commercial insurance leads for insurance agencies and carriers of all sizes across the country.


Employees at TASC in the company's new office space last summer in the former Oscar Mayer headquarters building in Madison.

“We have a lot of hope and a lot of faith that this site will work out well for our investment,” Ellis said. “We believe in Madison.”

Industrial spaces ready for lease include ones measuring 80,000, 60,000, 45,000 and 37,000 square feet.

Changing uses

The project is part of a continuing effort by state and local agencies and the property’s owners to create new uses and bring new life to the largely vacant East Side complex that was home to Oscar Mayer since 1919 before it ceased production on the site in 2017.

Oscar Mayer

The former Oscar Mayer property and the area surrounding it offer a critical redevelopment opportunity for the city. This is the view from the sixth floor of an office building on the property, where AssuredLeads is located.

“While I do have a big sense of excitement around this, I want to acknowledge that it’s not always easy to do a project like this,” Mayor Satya Rhodes-Conway said. “There are real challenges with taking a site like this that was single-user and transforming it to be multi-user.”

The sprawling property is owned by 910 Mayer LLC, a joint venture by Reich Brothers Holdings and Rabin Worldwide. The Building 20 project is the first public-facing component in the redevelopment of the site. In 2018, the city was awarded a $500,000 Idle Sites Redevelopment Grant from WEDC to assist 910 Mayer with updating natural gas and electricity systems on the site.

Former Oscar Mayer site coming to life

The machine shop at The Bodgery, located in Building 20 at the former Oscar Mayer site, has more room thanks to a larger space. The nonprofit maker organization also has a wood shop, spray booth, welding booths, automotive bay and 3D printers. 

“This site has been a significant part of the city’s history, and through the joint efforts of the state, the city and the developer, we see a bright future ahead for this century-old factory,” said Tricia Braun, deputy secretary and chief operating officer of WEDC, the state’s lead economic development organization. “This project has the potential to be an important economic driver for Madison, and WEDC is proud to support the redevelopment and revitalization of this site.”

The Bodgery was founded in 2013 as MadCity Makers, a social club for makers, creators and hackers. The organization initially met in libraries and garages, but in 2014 opened its first physical workshop in the Evolution Arts Co-op’s warehouse at 200 S. Dickinson St. A year later, it moved into a 3,400-square-foot, L-shaped warehouse and office space at 4444 Robertson Road. The facility included a clean room with equipment for hobbyists like a spinning wheel, sewing machines, yarns, fabrics and long tables. A more industrial room included a metal and wood shop, forge and 3-D printers.

Former Oscar Mayer site coming to life

The Bodgery's new space, right, on the former Oscar Mayer site. Another 17,000 square feet in the building is being eyed for more maker space, while the remaining space, left, could be for commercial, light industrial or retail use.

But the new digs for The Bodgery in Building 20 will provide space to more adequately install and use equipment, provide micro booths that can be rented by the month and a classroom that will include a computer lab. The wood shop in the new space is almost the same size as all of the space in the Robertson Road facility. There is also an automotive bay, spray booth and room to set up three welding machines. It even has room for an 8-foot-long sheet metal brake.

“It allows us to spread out,” Dobbe said of the larger space. “We can set up more tools safely so we have the ability to do more stuff.”


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