McFarland Comprehensive Plan Update

Request For Proposals
2027 Comprehensive Plan
RFP Issuance Date: April 28, 2026
RFP Due Date: By 4:00 PM on May 29, 2026
Please Submit to:
Village of McFarland
Department of Community & Economic Development
Attn: Andrew Bremer, AICP
Community & Economic Development Director
5915 Milwaukee Street
PO Box 110
McFarland, WI 53558
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TABLE OF CONTENTS
Contents
SECTION 1 Purpose .................................................................................................................... 3
SECTION 2 Community Background........................................................................................... 3
SECTION 3 Project Background .................................................................................................. 4
SECTION 4 Project and Plan Objectives ..................................................................................... 7
SECTION 5 Scope of Work .......................................................................................................... 8
SECTION 6 Deliverables ............................................................................................................ 11
SECTION 7 RFP Submittal Requirements ................................................................................. 11
SECTION 8 Evaluation Criteria .................................................................................................. 14
SECTION 9 Method & Timeline of Selection ............................................................................ 15
SECTION 10 Terms and Conditions ............................................................................................ 16
SECTION 11 RFP Exhibits ............................................................................................................. 17
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SECTION 1 Purpose
The Village of McFarland seeks a multidisciplinary consultant team to complete a 10-year update
of the Village's 2017 Comprehensive Plan meeting all the requirements of Wis. Stat. 66.1001.
The planning area consists of all lands within the Village of McFarland boundary and those lands
within the Village's 1.5-mile extraterritorial plat review jurisdiction. Through this planning
project, the Village seeks to reevaluate the recommendations within the 2023 East Side Plan and
2005 Terminal and Triangle District Plan as part of the incorporation of land use planning
recommendations for those areas within the next Comprehensive Plan. As part of adoption of
the final 2027 Comprehensive Plan, the Village desires to retire the 2023 East Side Plan and 2005
Terminal and Triangle District Plan. In addition to experience completing comprehensive plans
meeting the requirements of Wis. Stat. 66.1001, the most desirable consultant team will possess
a proven track record of community engagement, community consensus building, and public
relations. This includes conducting inclusive and innovative community engagement practices
and working with the Village to bring the community together in the planning process.
The Community & Economic Development Director will serve as the Village's Project Manager
and point of contact for the consultant. An Ad-hoc Comprehensive Plan Steering Committee will
be formed to oversee the plan's development. The Ad-hoc Committee will consist of the
members of the Village's existing Community Development Authority and Plan Commission. The
Committee will meet as needed to discuss the planning project and draft deliverables.
Additionally, the planning process will likely require input from other various Village
committees/commissions/board, Village staff, residents, property, and business owners. The
Village is currently utilizing a hybrid of in-person and Zoom public meetings. The Consultant
should anticipate a combination of in-person, remote, or hybrid meetings throughout the
planning process.
SECTION 2 Community Background
The Village of McFarland is located adjacent to the southeast side of the City of Madison in Dane
County, WI. US Highway 51 serves as the main connection point between the neighboring cities
of Madison and Stoughton. The January 1, 2025 population of McFarland is estimated at 9,737
residents. The Village and some surrounding communities are served by the McFarland School
District. The District includes two elementary schools, a middle school, and one high school. In
the 2024-2025 school year, the District reported 2,389 enrolled students.
The Village is bounded on the west by Lake Waubesa/Upper Mud Lake and to the south by the
Yahara River and Lower Mud Lake. These natural water bodies and the Village's emphasis on
outdoor park, conservancy, and recreation amenities contribute to the Village's tagline Naturally
Connected. The Village also places a strong emphasis on connecting Village operations to the
residents and stakeholder which we serve. This includes an internal Communications Manager
and supportive staff that work collectively with Village Department Heads and the Village Board,
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Committees, and Commissions to utilize a number of tools to inform and engage the community
regarding Village operations and projects.
In August of 2025 the Village updated its vision and mission statements:
Vision Statement
McFarland strives to be a community that works for everyone. With smart planning, responsible
leadership, and strong local services, McFarland is a great place to live, work, and belong.
Mission Statement
We serve McFarland by providing everyday services that support community well-being by
leading with care, planning with purpose and acting with accountability. We work to earn trust
and make decisions that reflect shared values.
Our Values
* Trust: We seek to build a foundation on transparency and honesty.
* Care: We serve with empathy, kindness, and respect.
* Responsibility: We act with accountability to our community.
* Balance: We grow in ways that are thoughtful and protect what makes us unique.
* Engagement: We work together to strengthen relationships and belonging.
* Action: We focus on real, practical outcomes that serve our residents.
More information about the Village is available at www.mcfarland.wi.us.
SECTION 3 Project Background
The Village last updated its Comprehensive Plan in 2017. The existing plan has served the
community well and there have only been four amendments to the plan since its original
adoption. The Village has a number of other existing plans and studies that support community
planning including:
* 2026-2030 Capital Improvement * 2023 Housing Needs Assessment
Plan Study
* 2025 Siggelkow Road Traffic Study * 2022 Dane County Hazard
* 2025 Comprehensive Outdoor Mitigation Plan
Recreation Plan * 2020 Strategic Plan, Amended 2025
* 2025 Town of Dunn Boundary * 2021 Sustainability Plan
Agreement * 2017 TID #5 Project Plan
* 2024 TID #6 Project Plan * 2015 TIF #3 Amended Project Plan
* 2023 Municipal Center Campus * 2015 TIF #4 Amended Project Plan
Master Plan * 2010 Downtown Strategic Market
* 2023 East Side Plan Analysis and Opportunities
* 2023 Economic Strategic Plan Assessment
* 2008 TIF District #4 Project Plan
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* 2007 TIF District #3 Amended * 2005 Highway 51 Corridor Concept
Project Plan Plan
* 2005 Terminal & Triangle District * 2004 TIF District #3 Project Plan
Plan * 1999 Village Center Master Plan
Copies of these plans are available on the Community & Economic Development website under
the Community Development Plans tab.
Due to existing natural features, municipal boundaries, and existing and potential municipal
boundary agreements, the Village's growth opportunities over the next 10-years are primarily
limited to infill redevelopment and eastern greenfield expansion.
Current Projects Relevant to the Comprehensive Plan Project
Madison-McFarland Intergovernmental Agreement. The Village and City recently wrapped up
several public information meetings regarding potential concepts for a new intergovernmental
agreement, including short and long-term boundary amendments and annexation policies. The
Village and City previously had an agreement that was adopted in 1997 and expired in 2018, a
year after the 2017 Comprehensive Plan was adopted. This project is currently on hold pending
the likely submittal of an annexation petition from residents within the Town of Blooming Grove
April Hills subdivisions. The Village anticipates receiving the annexation petition within the next
several months. Village Board decisions regarding the annexation petition and whether to
proceed with an IGA with the City will likely be concluded by the end of 2026. If the Village Board
decides to continue with the IGA project, official adoption is not anticipated until 2027.
Siggelkow Road Traffic Study and 30% Design Plans. In response to community concerns
regarding existing and future traffic conditions along Siggelkow Road, the Village completed a
traffic study of Siggelkow Road from Erling Avenue to CTH AB in the Fall of 2025. The Traffic
Study is being utilized by the Village Engineer as part of the development of 30% design plans for
future reconstruction of the portion of Siggelkow Road from Catalina Parkway to CTH AB. The
Village anticipates completing the 30% design plans by the end of this Spring.
USH 51 Reconstruction. While not a specific Village led project, the WisDOT is currently
reconstruction USH 51 from Stoughton to Siggelkow Road. The Siggelkow Road portion of this
project has been completed. Portions from the Yahara River bridge to Larson Beach Road will be
reconstructed in 2026-2028. The WisDOT is also completing a study of USH 51 from Voges
Road/Terminal Drive to WIS 30.
Recent Projects Relevant to the Comprehensive Plan Project
2023 East Side Plan. In 2023 the Village adopted the 2023 East Side Plan which replaced the 2008
East Side Neighborhood Growth Area Plan. This plan was unanimously adopted by the CDA, Plan
Commission and Village Board after a multi-year planning and community engagement process.
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The plan was adopted as a component, or sub-area plan, of the Village's 2017 Comprehensive
Plan.
2024 Tax Increment District #7. The 2023 East Side Plan identified several areas adjacent to
Siggelkow Road for a future business park. A developer purchased 60 acres of farmland within a
portion of the future business park areas. The Village began the process of creating a Tax
Increment Finance District for the business park areas to establish a municipal financing tool to
assist with future business park development. As part of that process, several public meetings
were held to address questions from members of the community regarding the history of Village
land use planning for the east side, recommendations from the 2023 plans, purpose and
mechanics of TIF districts, how other prior and existing TIF districts have benefited the Village,
and the details of the proposed TID #7 Project Plan. There was significant community turnout at
these meetings, including residents from adjacent communities such as the City of Madison
Secret Places subdivision, with questions and concerns regarding the proposed TIF, but also more
specifically related to future traffic volumes, existing roadway and intersection deficiencies along
Siggelkow Road, bicycle and pedestrian accommodates, potential semi-truck traffic, proposed
future land uses and Village communication policies and procedures. At the September 11, 2024,
joint CDA and Plan Commission meeting, the CDA and Plan Commission voted not to proceed
with creation of TID #7 at that time. The Plan Commission also recommended proceeding with
completion of the following items to address the questions and concerns raised by the public:
1. A traffic study of Siggelkow Road from Erling Ave. to CTH AB. with a refresh of the traffic
study following the installation of the round-abouts by the DOT at end of the offramps.
2. Creation of 30% of engineering design plan for Siggelkow Road from Holscher Road to
CTH AB.
3. Creation of a policy for communication with the City of Madison.
4. Discussion of the East Side Plan reevaluation and Economic Development Plan at a future
meeting.
Items 1-3 above have been addressed or are nearing completion. On February 19, 2026, the CDA
and Plan Commission met to review a referral from the Village Board to consider creating a plan
to engage the community regarding the 2023 East Side Plan. The CDA and Plan Commission
reached a consensus to direct staff to prepare a Request for Proposals to update the 2017
Comprehensive Plan including engagement separate and specific to evaluating the
recommendations in the 2023 East Side Plan, as one project.
2025 Redevelopment District Plans 1 & 2. From 2023-2025 the Village worked on a planning
project to update the Village's 2010 Redevelopment District Plans 1 & 2. Redevelopment District
1 included areas near Terminal Drive, Triangle Street, and Brandt Park. Redevelopment District
2 included areas within the Downtown area. The purpose of these plans was to guide future
public infrastructure investments and private infill redevelopment proposals. As part of the
public hearing there was substantial community objections to the inclusion of the required
property blight analysis conducted by the Village's consultant and its potential to be used by
future Village Boards to acquire property by eminent domain. After completion of the public
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hearing for the new plans, the CDA and Plan Commission voted not to proceed with adoption of
the new plans and the Village Board terminated the 2010 plans.
2025 Town of Dunn Cooperative Plan. In 2025 the Village and Town of Dunn entered into a new
Cooperative Plan to replace the previous agreement adopted in 2005 that expired at the end of
2025. The new agreement runs through October 29, 2045. Under the terms of the agreement,
the Village is prohibited from approving annexation petitions for areas south of the Yahara River
until October 29, 2035. After this date, the Village may consider approval of annexation petitions
within the areas designated as the Future Highway 51 Growth Area. As part of the 2027
Comprehensive Plan project the Village is not anticipating planning for uses other than those that
currently exist. At this time, the Village anticipates completing more detailed land use planning
for the Future Highway 51 Growth Area as part of the 2037 Comprehensive Plan, or as a separate
planning project in the lead up to the termination of the annexation restriction in 2035.
SECTION 4 Project and Plan Objectives
Broad objectives for this planning project include, but are not limited to:
1. Conduct inclusive engagement with deliberate strategies to engage the entire community
in the development of the next Comprehensive Plan. Creation of the new Comprehensive
Plan should be driven by community input and best planning practices. The results of this
engagement should be used in creation of the plan and may differ from the existing 2017
plan, including future land use classifications and related policies.
2. Conduct inclusive engagement with separate and deliberate strategies to engage the
entire community in developing recommendations to guide future development on the
Village's east side. Creation of the recommendations should be driven by community
input and best planning practices. The results of this engagement should be used to draft
this component of the plan and may differ from the existing 2023 East Side Plan, including
the master concept plan and related policies.
3. Conduct inclusive engagement with deliberate strategies to engage the entire community
in evaluating areas for future community-sensitive infill and redevelopment. Provide
policies, urban design guidelines, or representative images, etc. that can be used to guide
and evaluate future requests for infill and redevelopment that consider the character of
the surrounding neighborhood (e.g. use, density, height, massing, architectural features,
pedestrian and bicycle amenities, green spaces, etc.) to enable quality redevelopment
projects, while still protecting the integrity of the surrounding neighborhood.
4. Community input and visioning are core and critical elements of the Comprehensive Plan
process, including community engagement activities prior to drafting any plan policies or
future land use maps for public input. Obtain input from a broad set of community
stakeholders including various Village committees/commissions/board, Village staff,
residents, property owners, business owners, real estate and development professionals.
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Include strategies to obtain input from typically unrepresented stakeholders and silent
supporters. Provide innovative approaches to inform, listen, and obtain input from
stakeholders on desired future land uses that leads to stable and sustainable Village
budgets, services and infrastructure maintenance that maintains McFarland as a great
place to live and work.
5. Build on what has been accomplished from the list of adopted planning documents
identified in Section 3, along with what is found within the 2017 Comprehensive Plan,
revisiting planning assumptions, concepts and strategies that have not worked well or
have yet to come to fruition, including those in the 2005 Terminal and Triangle District
Plan, 2017 Comprehensive Plan, and 2023 East Side Plan.
6. Develop a Comprehensive Plan that meets the requirements of Wis. Stat. 66.1001. As
part of adoption of the final 2027 Comprehensive Plan, the Village desires to retire the
2023 East Side Plan and 2005 Terminal and Triangle District Plan rather than updating
them as separate referenced documents. The final plan should be user friendly,
incorporating graphics and maps and minimizing use of text. The existing plan includes
two Volumes and an Executive Summary. The Village is open to other plan layouts, but
the final deliverable should include a separate user-friendly Executive Summary.
7. The Village expects that the Comprehensive Plan will also lay the foundation for an
overhaul of the Village's Zoning and Subdivision Codes. This project is planned for 2028
within the Village's Capital Improvement Plan and is anticipated to begin after completion
of the Comprehensive Plan update.
SECTION 5 Scope of Work
The selected Consultant will provide a full range of municipal planning services required to create
a new Comprehensive Plan. The desired services include, but are not specifically limited to the
following:
1. Public Participation Plan. Develop a public participation plan meeting the requirements
of Wis. Stat. 66.1001 for review by the Steering Committee and adoption by the Village
Board. A response to this RFP should include a preliminary community engagement and
public relations outline developed by the consultant. The consultant is encouraged to
suggest successful public engagement models that have been successful in other
communities. The public participation plan will be refined and finalized after the Village
has selected the preferred consultant. The public participation plan should include
opportunities for public engagement throughout the planning project, including
engagement activities prior to drafting any plan policies or future land use maps. The
Village anticipates using a variety of methods to keep Village residents and stakeholders
informed of the planning project, including social media, electronic and hard copy
newsletters or other forms of mailed notices. The Village anticipates using direct mail
notifications at key times during the project. The cost to provide direct mailed notices
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will be paid by the Village as part of the project budget, and not a direct expense to the
consultant. As part of the Public Participation Plan, the Village seeks to obtain input from
the selected consultant regarding when direct mail notifications will be most beneficial
within the project budget.
2. Plan Review, Data Collection and Existing Conditions Analysis. The consultant is expected
to become familiar with the Village plans summarized in Section 3, and those relevant
plans adopted by regional entities such as the Capital Area Regional Planning Commission
(e.g. Regional Development Framework), Dane County Housing Initiative (e.g. Dane
County Housing Needs Assessment, Dane County Regional Housing Strategy), Greater
Madison Metropolitan Planning Organization (e.g. Connect Greater Madison 2050), and
adjacent community comprehensive plans or neighborhood plans. Incorporate WisDOT
US 51 design plans and studies as applicable. The consultant shall perform data collection,
analysis, and projections to meet or exceed the requirements of Wis. Stat. 66.1001.
3. Sub-Area Character Studies. The Village is interested in creating neighborhood character
studies that analyze existing development patterns such as existing land uses, densities,
lot sizes, setbacks, building height, massing and architectural features to inform the
creation of future land use policies. This process would include breaking down the Village
into logical neighborhoods, districts, and corridors. This information should aid in the
creation of infill and redevelopment policies, as provided in Section 4(3) of this RFP. In
addition to quantitative analysis, some public engagement activities could be structured
around the neighborhoods, districts and corridors to obtain qualitative analysis to
supplement the quantitative analysis. The future land use map and related policies could
be further illustrated through the lens of the neighborhoods, districts, and corridors
approach.
4. Mapping. The planning project is anticipated to result in several planning maps to meet
or exceed the requirements under Wis. Stat. 66.1001. Maps may include but are not
limited to those listed below. Most maps are anticipated to include the Village municipal
boundary and its 1.5-mile extraterritorial plat review jurisdiction. It is anticipated that
the consultant may need to create additional inset maps scaled to specific areas within
the Village for ease of readability.
a. Planning Area, including jurisdictional boundaries and relevant boundary
agreements,
b. Soils
c. Natural Resources, including WDNR wetlands, FEMA Floodplains, steep slopes,
hydric soils, surface water, woodlands, existing Capital Area Regional Planning
Commission (CARPC) mapped Environmental Corridors and Future Potential
Environmental Corridors, etc.
d. Transportation, including existing and proposed roads, bicycle and pedestrian, and
bus accommodations.
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e. Community Facilities and Utilities, including existing and proposed village
facilities, public sewer and water facilities, public parks, schools, and private
recreational amenities.
f. Existing Land Use
g. Zoning
h. Future Land Use
5. Community Engagement & Public Relations. The consultant shall develop and execute a
public engagement plan to inform and gather input from a broad set of stakeholders
regarding this planning project, including activities separate and specific to developing
recommendations to guide future development on the Village's east side. The consultant
should budget sufficiently to work with the Village to plan for public engagement
meetings and activities, including how we approach the community and how we bring the
community together in the planning process and resources to help present the project to
the community and obtain feedback as part of public relations for the project. The
consultant should also budget for an appropriate number of meetings with Village Staff,
the Steering Committee, and other various Village committees and stakeholders, to
develop the plan based on the experience of the Consultant and the needs of this project.
A final presentation of the plans will be required once the document is complete to both
the Steering Committee and Village Board. This includes a public information meeting
prior to the required public hearing on the final draft plan. Proposals shall specifically
describe the public engagement tools and meetings the consultant proposes as part of
their cost estimate.
6. Vision, Goals, Objectives, Policies and Programs. Develop a plan vision, goals, objectives,
policies and programs/initiatives for each of the required nine comprehensive planning
elements per the requirements of Wis. Stat. 66.1001. The future land use classifications,
and related policies, should use clear terminology, graphics, maps and illustrations so that
non-planners can understand what the policies mean, including desired outcomes and
uses, in a way that is easily comprehensible.
7. Draft Plan, Plan Review, and Adoption. The consultant shall prepare the draft plan for
review by Village staff, the Steering Committee, and public for further revisions and
refinement. A public hearing draft plan shall be prepared for review by Village staff, the
Steering Committee, and public for further revisions and refinement. Prior to holding the
public hearing, the consultant shall provide a final public information meeting on the draft
plan. After the public hearing is held a final draft plan shall be prepared for
recommendation by the Steering Committee and approval by the Village Board. Upon
adoption by the Village Board a final plan shall be provided to the Village including any
revisions by the Steering Committee and Village Board through the final plan adoption
process.
These are the general requirements for the creation of a new Comprehensive Plan and are not
intended to be an all-inclusive list of every task necessary to complete the project. It is expected
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