January 2023 Project Spotlight | Harley-Davidson “The Hub”

February 1, 2023

Greenfire selected as the construction manager for a high-profile project.


Harley-Davidson recently unveiled their plans to transform the parking lots and unused parcels of the corporate headquarters into a community gathering space. The project will transform the concrete site into a civic and soulful green gathering space that can be used by everyone.

The circular layout of the park is defined by a combination of motorcycle driveways and turning circles, parking bays, sidewalks, plants and seats, and 360-degree viewpoints. At the heart of the park is “The Hub”, a sunken multi-use events space, approximately 272 feet wide with tiered seating and a performance space. The park will be sown with 120 native plant species, some of which are sacred to the Forest County Potawatomi. There are also plans for a market street, contemplative garden, and nature playground.

Jochen Zeitz, Chairman, President and CEO of Harley-Davidson said:

“Milwaukee is the place we have proudly called home for 120 years. We want Harley-Davidson’s presence in Milwaukee to be more relevant than ever before, for our community, employees, and our customers. It’s important to us to protect and enhance this part of our heritage in a way that is aligned to our strategy, ensuring that it will be relevant to generations to come.”

“Kicking the project off in our 120th year underscores both the importance of the project and the commitment that we are making to Milwaukee. We are very proud by the work of the Harley-Davidson Foundation in spearheading this project.”

Harley-Davidson executive Julie Anding is the foundation’s president. She said the project foundation demonstrates the company’s commitment to an enduring presence in the Milwaukee community and that, “it is our hope this park will become the heart of the Near West Side community and catalyst for further revitalization efforts.”

“The Hub is also an incredible investment that Harley-Davidson is making in Milwaukee’s near west side,” said Jeb Meier, Greenfire president.  “I could not be more proud that Greenfire is part of the team that looks to continue to positively impact the community and the neighborhood we call home.”

The community park development is set to break ground in spring of 2023 with the park available for use by summer 2024.

We would like to thank Harley-Davidson for the opportunity to serve as the construction manager for this transformative and high-profile project. We are proud to be a part of the team that is investing in and continuing to revitalize the near west side and helping to realize the potential of this important economic corridor of Milwaukee. The Greenfire team includes Mike Smith, Senior Project Manager, Gene Widenski, Superintendent, Mitch Berti, Assistant Project Manager and Jess Henning, Project Development Manager. Heatherwick Studio of London, England, is the mind behind the design. Heatherwick will collaborate with local firm HGA Architects and Engineers, who is the architect of record.

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