Sources: Cabela's planned near Lambeau

ASHWAUBENON - The 22 acres of land owned by the Green Bay Packers along Lombardi Avenue near Highway 41 will soon be transformed into a major retail development.

Several sources tell FOX 11 off camera the outdoors company Cabela's is planning to build a retail store on the property. The announcement is set for 10 o'clock Friday morning.

Cabela's, which has more than 30 stores in the U.S., bills itself not just as a retail store but as a total outdoor experience. Officials with Cabela's did not respond to our messages for comment. Cabela's has two other stores in Wisconsin, one in Richfield which is northwest of Milwaukee; the other is in Prairie du Chien.

A spokesperson for the Packers could not comment on the announcement.

The team has been trying to develop this property for a couple of years. One problem is that part of the lot is a wetland. Last year, the Legislature changed state law to allow the site to be developed.

When asked if the development is a Cabela's store, Ashwaubenon Village President Mike Aubinger said he could not say until Friday's news conference.

Aubinger says the development will have a huge impact on the area.

"I think it will be a destination rather than just a store," he said. "People will come from other areas just to go to that store."

The project will be part of the Titletown Development District, an area along Lombardi Avenue that runs from Highway 41 to Ashland Avenue that both Ashwaubenon and Green Bay have identified as ripe for development.

Green Bay mayor Jim Schmitt, who also would not confirm that it's Cabela's, says the announcement is a big first step for the district.

"It's going to be something that's going to bring millions of people to this community," Schmitt said. "It's going to be another elevated attraction that's like, Wow, they have that in the greater Green Bay area?' So we're excited about that."

Jerry Watson who owns Stadium View Sports Bar is a big fan of the project and of Cabela's.

"I would think it's going to bring just a whole lot more people all over the area," he said. Watson added that the additional visitors will be good for the entire community.