development of the neighborhood began in 1913 when john c. mckenna bought an extent of farmland with views of lake mendota and the uw campus and platted it into lots. he advertised his subdivision as "a neighborhood of high class homes," hoping to appeal to the expanding university population. he named the development "college hills" and named the streets after colleges. the first homes were built starting in 1914, in then-popular styles prairie school and craftsman. as styles shifted, later homes were built in various period revival styles.