The legend of Lambeau Field continued Thursday — this time for reasons that expand outside the walls of the 58-year-old stadium.
Literally.
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The Packers unveiled plans for a new, 34-acre business development west of Lambeau that will feature a four-star hotel, a craft brewery and restaurant, a sports medicine clinic and a 10-acre public plaza.
The Packers said the project, dubbed "Titletown District," could require as much as a $130 million investment, including the $65 million the team is contributing.
Groundbreaking is set to begin this fall. The district is expected to open in time for the 2017 season.
"This is an exciting day for the Packers," team president Mark Murphy said in a news conference. "We've been working on this for seven years, and now we get to formally announce our plan and vision."
The Packers are certainly at no shortage for cash. The team reported last month that revenue from the 2015 fiscal year topped $375 million, a 16 percent increase from the previous year.
Other plans for the plaza including fitness-related activities and cultural opportunities, as well as an ice-skating rink in the winter. The project could include residential buildings in the future.
The Patriots already own a commercial district outside Gillette Stadium called Patriot Place. The difference with Titletown, Murphy said, would be that it would include residencies and the public plaza.