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For a century, this facility between 13th and 14th streets, and between Washington Avenue (Highway 20) and Racine Street (Highway 32), has been at the heart of Twin Disc's international operations. Now, it has been sold.
RACINE — Twin Disc has sold the facility it has occupied for a century at 1328 Racine St.
The corporate headquarters, along with “certain adjacent properties,” according to a U.S. Securities and Exchange Commission filing made public earlier this week, was sold for $3.25 million.
It was purchased by J. Jeffers & Co., which has taken an increasing interest in redeveloping former industrial properties around Racine.
The Milwaukee-based firm’s most notable investment in Racine has been in the long-abandoned Horlick Malted Milk Factory site, 2100 Northwestern Ave., which Jeffers is turning into apartments, collectively known as Belle City Square. The project was announced as a $100 million investment in affordable housing.
The first building to be reopened, in June 2021, included 60 units. A second 90-unit building at the former Horlick site is currently leasing, with move-in expected to begin for new tenants in spring.
J. Jeffers also is the developer behind the $18.3 million rehabilitation of Gold Medal Lofts, 1701 Packard Ave.
A farewell that keeps up with the times
It was time to move on from the mostly-empty industrial facility on Racine Street, said Twin Disc President and CEO John Batten, the fourth-generation owner of one of Racine’s largest homegrown companies, founded in 1918 by P.H. Batten.
The company manufactures and designs transmission equipment for boats, motor vehicles and industrial machines. Its current market capitalization is $229.52 million.
Although 1328 Racine had been the heart of Twin Disc since at least 1922, the building is now mostly empty. Nothing has been manufactured there in a decade.
Regardless, “three years ago, pre-COVID, we never would’ve thought about selling the facility,” Batten said Friday. Over the past 10 years, primarily financial staff has been quartered there.
Independence Day parade in Racine, circa 1940s, showing the Twin Disc Clutch Co. parade float traveling south on Main Street in front of the Nelson Hotel and Restaurant, located at 245 Main St., current home of Divino Gelato Cafe.
Since the pandemic began almost exactly two years ago, many of the 50 or so employees whose offices are in the building became accustomed to working virtually from home.
Twin Disc plans to buy a new, small office facility so that those 50-plus workers will still have somewhere to call their “workplace,” but it will likely only have a few full-time offices for a handful of employees. Adaptable coworking space will then be available for the employees who come into the office only about a couple times per week.
Referring to the 180,000 square-foot facility, “we didn’t need the space,” Batten said.
Local manufacturing is now done at Twin Disc’s facility at the corner of 21st and Ohio streets, and an aftermarket warehousing facility immediately west of Interstate 94 has enough space for the company’s current needs.
Before the pandemic, leaving Racine Street would have been unimaginable, Batten said. But, like so many other workplaces worldwide disrupted by COVID-19, 1328 Racine “lost its vibe,” according to Batten: “Everything changes when you’re in an empty building.”
How long has Twin Disc been on Racine Street? Long enough ago that saying "Car for sale" would've sounded strange. A June 1922 Twin Disc advertisement in The Journal Times lists a "Locomobile For Sale" for just $250.
While close to 90% of current American households have access to a vehicle today, it wasn't until around World War II that even half of American households had a car. But by the 1960s, 80% of American households had a car.
According to the SEC filing, a “lease back provision” allows Twin Disc to remain at 1328 Racine for up to another 18 months.
1328 Racine St. is located immediately east of Uptown Racine and northwest of the SC Johnson Golden Rondelle.
J. Jeffers & Co. has not announced what it plans to do with the property.
The connection between J. Jeffers and Twin Disc came courtesy of Mayor Cory Mason’s office. When Mason heard that Twin Disc was looking to sell its former factory, he connected Batten with Jeffers — a mutually beneficial connection, all parties agree.
“We continue to be excited about the Racine market. Our Belle City Square project is on track to be one of the city’s most catalytic — historic and adaptive reuse — neighborhood transformations,” Scott Schwebel, J. Jeffers chief marketing officer, said in an email. “Through our development and community engagement efforts with the city of Racine, Mayor Cory Mason — and his team — has introduced us to multiple business and organizational leaders, including John Batten and Twin Disc.
“We are currently exploring the Twin Disc property and its viability for reinvention. We have enjoyed the many new relationships we have built with Racine’s leadership community and their enthusiasm for the city’s positive evolution.”
In a statement Friday, Mason said: “When my office first heard Twin Disc was consolidating and that the building would become available, we were happy to introduce the Jeffers’ team to the folks at Twin Disc. “Between Gold Medal Lofts and Belle City Square — Jeffers & Co. have proven they can do great developments in the city. We are excited that they are looking to do more in Racine and I look forward to learning about the possibilities with the historic Twin Disc building.”
Pictured is the outside of the Arabella building, 2100 Northwestern Ave. in Racine.
Pictured is a banner signifying the Arabella building, 2100 Northwestern Ave., will open soon.
Pictured is the outside of the Arabella building, 2100 Northwestern Ave. in Racine.
Pictured is a brick walkway outside of the Belle City Square development along Northwestern Avenue. Brent McClure, vice president of development for J. Jeffers & Co., said the bricks came from the former driveway of the Horlick Manufacturing site.
Arabella's leasing office, as a part of the Belle City Square development, is pictured. The Arabella is located on the south end of the former manufacturing site and features 60 apartment homes.
The front lobby of the Arabella apartment building includes a fitness center. It is not fully furnished yet.
The front lobby of the Arabella apartment building includes a fitness center. Pictured is some equipment inside.
Pictured is a space for socializing or relaxing in the newly-finished Arabella building as a part of the Belle City Square development. Brent McClure, vice president of development for J. Jeffers & Co., said the space could be used when people want space from their individual units while working from home.
Arabella occupants in units with less than three bedrooms are to use the laundry room on the first floor. Pictured are two dryers and an electronic payment access system in the room.
All three-bedroom units have a washer and dryer in their apartment, one set of which is pictured. Occupants in units with less than three bedrooms are to use the laundry room on the first floor.
Pictured is a bathroom in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is a bathroom in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is a bathroom in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is an extra room in a two-bedroom apartment, as a result of a former elevator space, in the Arabella.
Pictured is a large closet in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is a kitchen in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is a kitchen and an open area in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is a kitchen and an open area in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is an open area in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Pictured is a kitchen in an apartment in the newly-finished Arabella building as a part of the Belle City Square development.
Josh Jeffers, president & CEO of J. Jeffers & Co., speaks during a ribbon cutting ceremony and press conference Tuesday that celebrated the first finished apartment building in the Belle City Square development, Arabella.
Wisconsin Housing and Economic Development CEO Joaquin Altoro speaks during a ribbon cutting ceremony and press conference Tuesday that celebrated the first finished apartment building in the Belle City Square development, Arabella.
Jen Davel, vice president and Midwest regional director of Heritage Consulting Group, speaks during a ribbon cutting ceremony and press conference Tuesday that celebrated the first finished apartment building in the Belle City Square development, Arabella.
Racine Mayor Cory Mason speaks during a ribbon cutting ceremony and press conference Tuesday that celebrated the first finished apartment building in the Belle City Square development, Arabella.
Racine District 8 Alderman Marcus West speaks during a ribbon cutting ceremony and press conference Tuesday that celebrated the first finished apartment building in the Belle City Square development, Arabella.
Racine Mayor Cory Mason and Josh Jeffers, president & CEO of J. Jeffers & Co., get ready to snip the ribbon during a ceremony and press conference Tuesday that celebrated the first finished apartment building in the Belle City Square development. To the left, Wisconsin Housing and Economic Development CEO Joaquin Altoro looks on.
The Arabella's lobby is pictured here.
After Tuesday's ribbon-cutting, attendees wander through some of Arabella's apartments.
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Adam does a little bit of everything with the JT, from everyday news to localizing state & national politics. He grew up in Racine County, believes in the Oxford comma and loves digital subscribers: journaltimes.com/subscribenow | @Could_Be_Rogan
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For a century, this facility between 13th and 14th streets, and between Washington Avenue (Highway 20) and Racine Street (Highway 32), has been at the heart of Twin Disc's international operations. Now, it has been sold.
Independence Day parade in Racine, circa 1940s, showing the Twin Disc Clutch Co. parade float traveling south on Main Street in front of the Nelson Hotel and Restaurant, located at 245 Main St., current home of Divino Gelato Cafe.
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