The Boulevard
The Boulevard

About The Boulevard in Madison, WI


The Boulevard site provided Flad Development with an excellent in-fill opportunity to redefine urban living along the University Avenue corridor. Flad’s vision of an exciting mixed-use development with 12,000 square feet of specialty retail and 38 upscale apartments materialized as The Boulevard.

This new four-story building is located up on University Avenue, enhancing the ‘pedestrian-friendly’ experience and providing a retail and residential mix with an urban scale. The Boulevard is a collaboration of Flad Development & Investment Corp. and Knothe & Bruce, Madison’s preeminent multi-family architects. The building’s exterior first floor retail is expressed with natural, local stone and windows shaded by a mix of canvas awnings and urban style horizontal canopies. The apartment exterior walls are predominantly punctuated with large windows and inset balconies. The building’s mass is broken with a distinctive, two-story curved element at the southeast corner to further embrace and complement the gateway to the Village of Shorewood Hills.

The building’s exterior character is extended into the building’s interior with natural stone in the lobby and the community room. The public spaces are upscale and tastefully appointed. The community room is located on the third floor, connects to an outdoor rooftop terrace, and is proximate to the exercise facility.

This upscale development features a mix of studios, one-bedroom, one-bedroom with den, two-bedroom and three-bedroom apartments, all with generous and bright living spaces. The floor plans are open and contemporary, and are complemented by modern, quality appliances, washer/dryer, and energy efficient heating and cooling equipment. Heated underground parking is available.

The Boulevard is truly architecture for the art of urban living.

The Boulevard Apartments in Madison, Wisconsin


About the Village of Shorewood Hills

If you’re in The Boulevard, you’re standing in The Village of Shorewood Hills. The border between Shorewood Hills and Madison is University Avenue. True, you could stand in both cities at once, but that would require that you play in traffic. We don’t recommend that.

Here’s the best part — residents of The Boulevard are residents of The Village of Shorewood Hills, which means they are offered many benefits and amenities of this local community. Visit their site – Residents of The Boulevard are residents of The Village of Shorewood Hills which means they are offered many benefits and amenities of this local community. Some of these include:

The Blackhawk Country Club: The club and its grounds are a valuable recreational resource for both residents and for members of the Country Club. Adult residents may play golf up to four times during the golf season. The resident may bring up to three guests. The resident only pays 50% of the non-member green fees. The resident’s guests will be subject to full non-member green fees. Residents and their guests have food and beverage privileges at the club, twice per month from November to April 15th.

Pool: Family, two-person, and single-person pool memberships are available to all Village residents for a modest annual fee. Residents over age 62 are admitted at reduced rates. Among the activities provided at the pool each summer are swimming and diving instruction for all ages and abilities, water ballet, water aerobics, water basketball, masters swimming and recreational and lap swimming. Overall, the swimming pool has proven to be one of the most popular facilities in the Village! (Link)

Tennis Courts: Two tennis courts and a small practice court are located on the north end of the Shorewood Hills Elementary School grounds. There are also three courts located just east of the pool. These courts may be reserved by residents for a fee of $2.00.

Marina: The Shorewood Hills Marina is located just north of the sixteenth hole of the Blackhawk Country Club. Village residents may rent mooring buoys, boat storage space and lockers. Dock space for boat slips is also available.

Boathouse: The Boathouse is located in McKenna Park and is used for indoor boat storage. There is a covered pavillion on top which is great for a picnic or sitting area with a beautiful view of Lake Mendota.

Community Center: The Community Center is available for social activities such as parties, celebrations and group meetings.

Recreational Programs: A Canoe and Kayak Share Program and winter sport activities such as ice skating and sledding are available to residents.

Community Gardens: Village residents are invited to grow vegetables and flowers in the beautiful setting of Post Farm Park. (Link)

Garden Club: This club maintains over 20 public gardens at traffic triangles throughout the Village as well as other public areas. (Link)

Village Parks & Lands: The Village of Shorewood Hills owns approximately 25 parcels of land within the Village boundaries and include several parks in their natural state for a variety of recreational purposes.

Volunteer Opportunities: The Village would not be able to provide the array of programs available without the help of resident volunteers. There are many Boards, Committees, and Recreation Programs in which residents are invited to participate.


About the Developer — Flad Development & Investment Corp.

Flad Development & Investment Corp.The Flad name is synonymous with quality architecture and development whose roots in Madison can be traced back to the 1920’s. Today, the Madison landscape is punctuated with numerous Flad-inspired buildings that remain both distinctive and timeless. The Flad family still live and work in Madison, the city they love.

A third generation Flad entity, Flad Development & Investment Corp., emerged in the mid-seventies as a leader in the development of quality real estate projects in Madison and Milwaukee. Flad Development’s portfolio includes financial institutions, medical buildings, condominiums and elderly housing apartments, specialty retail centers and integrated mixed-use developments.

Whether it be the very vibrant 300,000 square foot Prairie Towne Center with exciting national retailers like Target, Bed Bath & Beyond, Old Navy, Party City, Lands End, Famous Footwear, etc., or the quaint collection of small specialty retailers harmonized into the intimate scale and character that is The Homestead Shoppes, Flad Development boasts some of Wisconsin’s most distinct and unique commercial properties. Retail developments, such as The Brownstones, The Plaza, and Harvard Square in Brookfield, Wisconsin and Cambridge Court, University Station, Essex Square, The Shops at Maple Grove, and Oakbridge Commons in Madison, Wisconsin, are all illustrative of Flad Development’s work.

Segoe Terrace, Southridge Village, and Maple Terrace, senior living apartments conceived and developed by Flad in the 1980’s, remain timeless and 100% occupied. Flad Development’s residential jewel, of course, is the Coventry Condominiums. Conveniently located in the Hilldale neighborhood, this 22-unit high-end condominium project was built in 1985 and acknowledged as “best in class.”

Flad’s tradition of successful “place-making” continued with its retail renaissance in the Village of Shorewood Hills — Copps Food Store/Pick 'n Save, Borders Books & Music (today, U.W. Credit Union) and Walgreens anchor this urban revival at the corner of University Avenue and Midvale Boulevard just down the street from The Boulevard. The architectural integration and connectedness of this new urbanist development ensures an environment that is both animated and successful. Flad’s Old Sauk Row development has truly captured the artistry of mixed-use design. A composition of casual restaurants, convenience/specialty retailers and luxury apartments, Old Sauk Row provides Madison’s far west side with enhanced streetscapes and an exciting integration of upscale merchants and urban dwellings.

Flad’s most recent mixed use and new urbanist developments further underscore the essence of Flad Development’s corporate philosophy and professional commitment to quality real estate development.

Quality is that very conscious component that is the trademark of every Flad Development project.

Flad Development’s award-winning apartment development, The Lodge at Walnut Grove debuted in 2014 to rave reviews. Voted the Madison Area’s Best New Apartment Development in both 2014 and 2015 by the Apartment Association of South Central Wisconsin. These apartments have consistently achieved 100% occupancy, with minimal resident turnover.

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