Strang, Venturi Scott Brown and Isthmus Architecture developed a facility master plan for the Wisconsin Union, including Memorial Union and Union South. During Phase 1, the Team completed a study of the evolution and aesthetics; design and preservation; building systems; service and parking; security; and the Union in the community and marketplace.

Key goals of the plan were to:

• Establish an overall framework for improving buildings.
• Provide spaces that enhance the Union's mission of encouraging a sense of community.
• Encourage an intensity of cultural, recreational and social activities.
• Increase the beauty and utility of Memorial Union and Union South.
• Consider opportunities for expansion.
• Provide functional, efficient and pleasant space for Union users, with upgraded technology.
• Increase physical comfort and energy efficiency.
• Establish an historic preservation plan that defines appropriate levels of intervention.
  

Several physical alternatives for the future of the Union emerged, including various renovations and additions to support additional programs; create a more amenable entrances; enhance usability of existing space; provide additional ballroom, office and meeting space; and enhance accessibility.