From Malls to Mixed-Use: What Janesville Can Learn from Lakewood Center

A National Model (…blah blah blah)

By Mandy Witt

Pacific Retail Capital Partners’ acquisition of Lakewood Center in Southern California made headlines. Their plan: transform a 2-million-sq.-ft. shopping center into a walkable district blending retail, residential, entertainment, wellness, and green space.

We’ve all heard this pitch before—blah blah blah, the “next generation mixed-use destination.” But here’s the real question: how do we take a glossy concept like this and make it work right here in Janesville?

Why It Matters Locally

The upcoming Woodman’s Sports & Convention Center at Uptown Janesville is a once-in-a-generation opportunity. At more than 130,000 sq. ft., it will feature:

  • A year-round ice arena
  • A multipurpose arena
  • Nearly 26,000 sq. ft. of conference and court space
  • A projected $23 million annual economic impact

Woodman’s isn’t just an arena project—it’s the spark for reimagining Uptown Janesville as a true mixed-use district that can anchor growth on the city’s east side.

 

Tear a Page from Beloit

If you want proof of concept, look at downtown Beloit. The city has leaned into experiences that create energy and keep people downtown. The new ABC Supply Stadium, home of the Beloit Sky Carp, has become more than just a ballpark—it’s an anchor for restaurants, outdoor concerts, and family-friendly events.

Add duckpin bowling at 10 Pin, the Ironworks Golf Lab with its state-of-the-art indoor simulators, and the Beloit Civic Theatre and Beloit Art Center for live performances and gallery exhibits. Combine those with rooftop dining, boutique shops, the farmers’ market, and a growing lineup of local breweries and coffee spots, and you have a recipe that transforms evenings into vibrant social time.

People don’t just come for a game or one activity—they stay for the food, the drinks, the shopping, and the atmosphere. That kind of small-footprint, high-energy entertainment mix would fit seamlessly alongside the Woodman’s Center and keep visitors around longer.

 

The Playbook for Uptown

So how do we connect the dots? Here are a few ways Uptown could follow the Lakewood playbook, adapted to Janesville:

  • Activate parking lots with new hotels, dining, and apartments.
  • Cluster food and entertainment options near the arena to capture visitor dollars.
  • Bring in healthcare partners with a sports medicine clinic, urgent care, or recovery center right on site.
  • Add a fitness center that allows members to walk the mall year-round, pairing health, wellness, and community.
  • Enhance walkability with crosswalks and signage.
  • Host year-round events—tournaments, expos, and more.
  • Integrate transit access—a Coach USA or Greyhound stop could turn Uptown into a regional gateway, connecting teams and visitors from Madison, Rockford, and Chicago.

 

Ownership, Timeline & Marketing

  • Who owns Uptown? The property is owned and managed by RockStep Capital, who purchased it in 2018 and rebranded it from Janesville Mall to Uptown Janesville. They’ve already taken a major step forward by partnering on the Woodman’s Center.
  • How long will it take? Transformations of this scale don’t happen overnight. Expect a 3–5 year horizon: Year 1 (2025–26) will bring the arena’s buzz, Years 2–3 could see dining, entertainment, and health services arrive, and Years 4–5 should bring fuller momentum with hospitality and residential.
  • Who’s marketing this? Leasing and promotion are led by RockStep’s team under General Manager Julie Cubbage, with support from the City of Janesville through tools like an expanded TIF district. Together, public and private partners have a chance to tell a compelling story that attracts new tenants and developers.

 

But How Do We Get There?

The Woodman’s Center is already a bold first step, but realizing Uptown’s full potential will require:

  • Intentional master planning
  • Public/private partnerships
  • Creative leasing strategies
  • And most importantly, a shared vision between ownership, the City, developers, and the community

It’s a big opportunity, but also a big responsibility. The pieces are there; the challenge is knitting them together.

So, who can we attract, grab, and entice? From Game Day to Every Day, Uptown Janesville. I’m on board—are you?

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