Oak Creek tourism master plan spotlights lakefront activation, sports venues and phased implementation

Hunden Partners on May 5 presented the Destination Development & Placemaking Master Plan to the Oak Creek Common Council, recommending short-, medium- and long-term steps to boost tourism and activate underused public spaces.

The consultant, Bethany D. Rose, executive vice president of Hunden Partners, told the council the study identified four goals — map the tourism ecosystem, find asset and product gaps, recommend product development, and create a community-aligned roadmap. "We wrapped this up for the commission a couple of months back and are excited to share key outcomes," Rose said.

Council members heard stakeholder themes grouped into identity and destination branding, activation of public spaces, enhancing dining/retail/entertainment, and sports, recreation and connectivity. Rose said the firm’s market snapshot showed strong local and nearby visitation, seasonal demand tied to outdoor activities, and an opportunity to grow longer‑distance visits by leveraging the lakefront and other assets.

The plan’s prioritized recommendations include commissioning feasibility and economic‑impact studies for a signature indoor multi‑purpose sports and events venue, activating Lake Vista Park and other outdoor recreation assets through programming and events, and funding phased placemaking projects tied to strategic marketing. Rose described an "opportunity zones" approach focused on the lakefront, the Drexel corridor and Creekside Crossing to create nodes of tourism activity.

Council members pressed on sequencing. "Why isn't lakefront activation prioritized ahead of a new indoor venue?" one alderman asked. Rose replied that a sports/event complex can take several years to site, fund and build, and that feasibility work for that venue can proceed in parallel with lakefront programming and other near‑term work.

City staff said the tourism commission funded the plan and will play an ongoing stewardship role alongside the city’s marketing and public‑relations staff. Discussion touched on using smaller sub‑steering committees for discrete projects and bringing in technical experts for niche markets such as mountain biking and esports.

The presentation closed with council members praising the plan’s clarity and urging staff to translate recommendations into prioritized actions and funding strategies. Mayor Dan Dan Beavich and staff said the tourism commission and marketing department will coordinate next steps and that some projects will require external partners and grant or loan funding. The council did not take formal action on the plan itself; it was presented for guidance and future implementation work.