SSM Health – Fish Hatchery Campus Redevelopment

Executive Overview

SSM Health engaged Urban Assets to assist in the major redevelopment of their iconic clinic on South Fish Hatchery Road, which was built in the 1960s.

Urban Assets provided strategic real estate and political guidance and led the complex community engagement process and City approvals.



179,640 S.F. Ambulatory Clinic and parking on 6 acres


1201 Fish Hatchery Road, Madison
Currently under construction

Our Role:

Predevelopment strategy, neighborhood engagement, municipal approvals

Others on The Development Team:

  • Architect: HGA
  • Civil Engineer: Ayres Associates
  • Landscape Architect: Saiki Design

The Story:

The impetus for the redevelopment was the need to replace the outdated, obsolete facility, in order to modernize clinical operations, and provide additional essential medical services to South Madison, Greater Madison, and Dane County residents.

The engagement process included collaboration with community members and stakeholders including a community-based Steering Committee, conversations with community leaders and organizations, surveys, and many public meetings.

The input gathered was effectively used to aid in the site and architectural design of the new clinic and was instrumental in securing City approvals.

SSM Health – Fish Hatchery Campus Redevelopment In The News

“We are excited to be taking the next steps in our project,” Damond Boatwright, regional president for SSM Health in Wisconsin, said in a statement. “We have worked closely with the neighborhood and the city of Madison during our planning process. We anticipate and hope for a smooth process as we seek all necessary approvals for our replacement clinic.”

Dean Mosiman, Wisconsin State Journal, December 18, 2019

Project Visuals

Please explore SSM Health – Fish Hatchery Campus’s visual impact through project renderings, floor plans, drawings, or photos.

Our Work

Urban Assets believes planning and development are inherently collaborative. We target projects that meet community needs, promote equity, and further healthy, sustainable growth.

How can we help you?

We deliver planning and strategic project management for community-oriented projects. How can we help?