Schofield Avenue
Weston, WI

Schofield avenue, like many retail corridors throughout America, lacked a sense of place, and failed to provide the village's commerical corridor a unique identity.  Today the corridor has made a great transition and with a makeover designed by Damon Farber Associates.

Damon Farber Associates was challenged to create a corridor with a softer image, unique character, and with that, vitality that would continue to spur private investment.  DFA's plans, to compose Schofield Avenue as an integrated corridor for business, commerical, and residential development, have resulted in quality business locations in a distinct environment.

The first step was to create a cohesive site elements pallate, the pallete drew inspiration from the prairie style of architecture with roots in the state of Wisconsin.  Those elements were then overlaid on the corridor where appropriate, along with new sidewalks, street lighting, wider medians, and reconfigured parking lots.

DFA, the City of Weston, and Central Wisconsin Engineers successfully collaborated to create a pedestrian friendly, unique and welcoming environment for local residents.