A Menomonee Falls developer is eyeing the southern edge of the Village of Bristol for a major new rental community, pitching a 300-plus unit apartment complex just off I‑94 that could significantly expand the local supply of professionally managed housing. Continental Properties recently brought an early sketch of its Springs-branded apartment concept to village officials at a Plan Commission meeting.
Draft Plan Commission minutes show Continental representatives walked through a sketch plan for tax parcel 37‑4‑121‑121‑0304 on 125th Avenue, with roughly 24.6 acres dedicated to residential buildings and about 1.8 acres set aside as a conservancy area. The minutes also note an estimated 2,100 linear feet of off-site improvements and indicate the concept would need a planned unit development (PUD) overlay and any necessary rezoning if it moves forward. According to meeting minutes posted by the Village of Bristol, Continental staff represented the developer during the sketch review.
Local business reporting has identified the proposal as a 326-unit, Springs-branded community, with Continental planning to bring its garden-style, low-rise product to the site. As reported by the Milwaukee Business Journal, the company is pitching the development as a sizeable infill rental option close to the interstate.
What the company showed
In the sketch presentation, Continental outlined a mix of studios and one-, two- and three-bedroom units spread across multiple low-rise buildings, along with resident amenities such as a clubhouse, on-site management and outdoor gathering spaces. Those program details and the proposed unit mix are recorded in the Plan Commission draft minutes and were part of the public discussion during the sketch review.
Where it would go
County and commercial property records identify the site as parcel 37‑4‑121‑121‑0304 along 125th Avenue near I‑94. Commercial listings put the larger lot at roughly 40.6 acres, while the developer told officials it would build on only a portion of that property. According to the materials shown at the sketch review, the residential footprint and the separate conservancy area would be carved out of the larger parcel listed in county records and commercial listings. See the LoopNet parcel listing for public property details.
Next steps for approval
Village officials emphasized that the presentation was strictly a sketch-plan review, meaning formal public hearings, land-use amendments and any rezoning or PUD approvals would still be required before any construction could start. The sequence and timing of those steps were discussed at the meeting and summarized in coverage of the sketch review. For now, the proposal remains conceptual while the village and developer consider how to proceed.
Why it matters
Continental’s Springs product is an established garden-style apartment model the company has been rolling out across the region, and the Bristol concept would join a slate of recent multifamily projects in southeast Wisconsin. The company has been advancing Springs communities elsewhere in the state, a signal that developers continue to see demand for professionally managed rental housing near major transportation corridors.
Future project filings and formal applications will clarify how many units ultimately move through approvals and what community impacts the village will require the developer to address, including traffic, utilities and stormwater. The proposal is still in sketch form, and residents and neighboring property owners are expected to receive formal notice if and when applications for rezoning or a PUD overlay are submitted to the village. We will be watching upcoming planning agendas and filings for new documents and hearing dates.
