A major developer based in Palatine, Ill., Freed is undertaking its first venture in Madison, the $175 million redevelopment of the 1962-vintage Hilldale Shopping Center at Midvale Boulevard and University Avenue.

In doing so, Freed is dealing with some of the city's most controversial business laws - "big box" retail design guidelines, mandatory lower- cost housing in projects, the smoking ban, and reporting of lobbying expenses.

For the most part, Freed is moving ahead under the laws, transforming the traditional-style mall into a poster child for new urbanism, adding condos, architectural improvements, density and parking structures.

So far, there's been one major dispute - the city's refusal to relocate the Whole Foods grocery store on University Avenue to the site. But Freed has returned with an even more elaborate, expensive plan now under review.

"We came into the purchase (in 2004) and the project with our eyes wide open," said Dennis Harder, Freed's senior vice president. "Our commitment is to work with the city. We're going to continue to work with them."

The city's rules didn't slow down the project, said city Planning Unit Director Brad Murphy. Whole Foods complied with the big box law, and planning staff recommended approval, Murphy said. The city rejected the proposal because it would have replaced existing multistory buildings and underground parking - marks of new urbanism - with a single-story building and surface parking, he said.

Freed's new plan "absolutely addresses the issues raised by the neighborhood, the Plan Commission and elected officials," said Bob Fink, Freed's chief development officer.

The experience hasn't chilled Freed's interest in investing more here. "We're always looking," Harder said.

Read the full series
Read the blog and add your comments on Madison's economic future