OSCEOLA, WIS. - Fears that a 95-unit apartment complex could soon rise on a bluff overlooking the St. Croix River in this scenic western Wisconsin village drew a standing-room-only crowd to a public hearing earlier this week, with some locals saying the building would ruin the town's historic small-town feel.
A proposal from Gaughan Cos. of Forest Lake shows the complex sitting on the former site of the Osceola Medical Center at River Street and Third Avenue, one block west of Osceola's main business district and within the village's "River Town Management Zone" where town code protects the natural and scenic qualities of the river.
"It's not in keeping with the historic nature of the village," local resident Mark Kozlak told the village Planning Commission on Monday night. "It's too costly, it's too big."
The project has not been formally submitted to the village — no site plan is under review — but a 2022 Gaughan proposal shows a three-story L-shaped building with a deck, restaurant, common area and one- and two-bedroom units. In its application for tax-increment financing, Gaughan said the development would have a minimum value of $18.4 million as of Jan. 1, 2025, according to former interim village administrator Frank Pascarella. He said in an email to the commission that a consultant recommended a 25% TIF subsidy, or about $4.6 million.
The project's size and location drew mostly negative reaction from locals at the Planning Commission meeting. Some said they see the need for more apartments in the region, but not in the heart of the village or within view of the St. Croix, which is designated as one of the nation's Wild and Scenic rivers.
Deb Ryun, executive director of the Wild Rivers Conservancy, said in a letter to the village that they should "keep the long view in mind" and take steps to protect the river from overcrowding and poorly planned development.
"The proposed project drawings are cookie-cutter drawings for apartments popping up everywhere in cities, with little regard to Osceola's historic and small town character," she wrote, saying the developer should come back with a plan that's more appropriate for the site.
A spokeswoman for the Osceola Area Chamber of Commerce told the commissioners that she had a list of 50 local businesses who supported Gaughan's plans, citing the expected purchasing power of the apartment building's tenants and the jobs created by the construction project.