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Local developers seek county transfer of River Drive parcels to build $6 million recreation hub
Summary
New Heights Climbing and Fitness proposed converting three River Drive properties into a year‑round indoor/outdoor recreation and events campus, asking Marathon County to transfer the parcels for $1 in exchange for an estimated $6,000,000 in private investment and a projected opening in Q4 2027.
Tia Koval, cofounder of New Heights Climbing and Fitness, presented a redevelopment proposal asking Marathon County to transfer properties at 210, 212 and 326 River Drive for $1 so the private team can restore historic buildings and create a year‑round destination for recreation, wellness and events.
Koval said the plan would repurpose building 212 for bouldering and an Ethos riverfront event venue, add a 50‑foot rope climbing tower and dedicate space for a 24‑hour fitness center, boutique studio and coworking. "Our mission is to be a community engine that drives health, belonging, and opportunity for all," Koval said, describing a phased approach intended to preserve river access while connecting indoor and outdoor amenities.
The proposers told the committee they expect roughly $6,000,000 in private capital for building restoration, climbing infrastructure and tenant improvements and projected full operations in the fourth quarter of 2027. Their materials estimate 20–30 direct jobs, diversified revenue streams (memberships, day passes, youth programming, events, retail and sponsorships) and a goal to return the properties to the tax rolls at higher assessed values.
Koval said the project would work with the Wisconsin Economic Development Corporation and city economic development staff and framed the county transfer as the "final catalyst" to unlock private investment. "By transferring 210, 212 and 326 River Drive, the county will help unlock significant private investment, accelerate the revitalization of the historic Riverfront Corridor, and create lasting economic and community benefits for generations to come," she said.
The presentation listed industry partners and local supporters, including design and construction consultants and members of the climbing‑wall community; the proposers said their financing mix would include SBA commercial financing, private equity, tax increment district assistance where appropriate and other municipal financing tools.
