Milwaukee and its neighboring communities of Brookfield, Waukesha and Pewaukee combine Midwest hospitality with urban charms, including top-tier amenities and an array of cultural riches. Each area caters to groups with a host of unique venues and outdoor activities.
Milwaukee
When a city becomes defined by beer, brats and baseball, it’s an image that can be hard to shake. But Milwaukee continues to blossom as a sophisticated spot for arts, culture and cuisine without losing sight of its past, leading to one of its taglines: "Brew City to New City."
"Beer barons came here and made Milwaukee what it is today," says Brent Foerster, vice president of sales and marketing for Visit Milwaukee. "That part of our history is being preserved."
Milwaukee was home to Miller, Pabst and Schlitz. Today only Miller Brewing Company is still in operation, and groups can tour its factory and host events in its historic caves. Pabst Brewery—comprising some 20 buildings—is transforming its space into retail, offices, two condo buildings and possibly upcoming hotels, while the former Schlitz Brewery Building is now home to the popular Libiamo Restaurant.
Another Milwaukee-based institution, Harley-Davidson USA, is celebrated at the Harley-Davidson Museum, situated on 20 acres of land along the Menomonee River near downtown Milwaukee. The museum’s 130,000-square-foot complex includes exhibit space as well as meeting space.
On the cultural front, the Milwaukee Art Museum makes a statement with its arresting design by famed architect Santiago Calatrava. The building resembles wings spreading toward the lakefront water.
Milwaukee appeals to outdoor enthusiasts with over 15,000 acres of park, much of which can be used for group events.
Milwaukee also dubs itself the "City of Festivals," including the world’s largest music festival, Summerfest, held in Herman Meyer Park. Groups can use the 11 acres of festival grounds on the lakefront.
Miller Park, home to the Milwaukee Brewers, offers facilities for groups, as does Bradley Center, where the Milwaukee Bucks play.
"We’re very underappreciated as a city; the key is getting that message out," Foerster says. "If we can get planners to come, they probably will have their event here. If they do pick Milwaukee, as far as attendees go, the people will say, ‘It was one of the better conventions we’ve had.’"
Part of the appeal is Milwaukee’s Frontier Airlines Center, the city’s largest meetings venue, with more than 188,000 square feet of exhibit space, located within walking distance of a vibrant downtown. Attendees can stroll to the downtown Theater District, museums and the Milwaukee RiverWalk, which spans three miles along the Milwaukee River through the city’s downtown and the Historic Third Ward.
Wisconsin Center District operates Frontier Airlines Center along with the 12,000-seat U.S. Cellular Arena and the Milwaukee Theatre.
For all its attractions, the bottom line for groups meeting in Milwaukee is affordability.
"Groups are still looking for their dollars to go further without sacrificing the quality of the meeting," Foerster says. "Some first-tier cities are offering major discounts now, but you can’t negotiate catering for 2013 or 2014, or the cost of museums, transportation and going out to eat. In some of the other markets those prices will go up considerably, not Milwaukee."
The city is seeing some growth in its meetings business. According to Foerster, the projected convention room nights handled by Visit Milwaukee is up 47 percent for 2010 versus 2009. Airlift is also growing. Southwest Airlines entered the market last November with service to General Mitchell International Airport, and AirTran officially named it their second hub.
To meet demand, the city has some new product, namely the aloft Milwaukee, a 160-room hotel that opened last year in the city’s Park East Area, adjacent to the scenic RiverWalk. The property offers 6,000 square feet of meeting space. Hotel of the Arts also recently debuted in the Brewer’s Hill area.
In addition, both convention headquarters hotels, the Hyatt Regency Milwaukee and the 730-room Hilton Milwaukee City Center, recently completed major renovations.
Potawatomi Bingo Casino tripled its size with a $240 million expansion and also opened the Woodland Dreams ballroom for up to 500 attendees.
Other meetings-friendly hotels include The Pfister Hotel; InterContinental Milwaukee; Crowne Plaza Milwaukee-West, which opened last year; Doubletree Hotel Milwaukee City Center; The Knickerbocker on the Lake; Wyndham Milwaukee Airport and Convention Center; and the newly expanded Hilton Garden Inn Milwaukee Park Place, with a 5,000-square-foot ballroom.
Brookfield
Just 15 miles west of Milwaukee, Brookfield lures shoppers with the large-scale Brookfield Square mall and 25 other shopping plazas. Brookfield is also home to more than 150 restaurants, ranging from fine dining to casual. The suburban locale also features 2,100 rooms and more than 48,000 square feet of meeting space.
Getting outdoors is part of the experience.
"We have fabulous parks and recreation in Brookfield," says Nancy Justman, executive director of the Brookfield CVB. "Some of our 24 parks are fully equipped as far as baseball diamonds, soccer fields, tennis and basketball. In winter there is a lot of ice-skating."
Wirth Park features the Wirth Aquatic Center, while Mitchell Park is home to the Sharon Lynne Wilson Center for the Arts, with 9,000 square feet of conference and meeting space.
The Dousman Stagecoach Inn Museum, an 1840s-era farm house and stagecoach filled with historic artifacts, offers tours. For entertainment, Giggles Comedy Pub caters to groups.
The Quality Inn Brookfield recently upgraded its 129 guest rooms and 960-square-foot meeting room. Courtyard Milwaukee Brookfield renovated its 148 guest rooms last year and upgraded its 1,600 square feet of meeting space. Other meetings hotels include the Sheraton Milwaukee Brookfield Hotel; Doubletree Hotel Milwaukee/Brookfield; Brookfield Suites Hotel and Convention Center; and Country Inn and Suites by Carlson Milwaukee West-Brookfield.
Waukesha and Pewaukee
Located in southeast Wisconsin between Milwaukee and Madison, the communities of Waukesha and Pewaukee have more than 100,000 square feet of meeting space and 1,000 guest rooms. The county also boasts 27 golf courses.
"Historic downtown Waukesha is having a renaissance," says Tiffany Zamora, marketing manager for the Waukesha and Pewaukee CVB. "Boutiques and specialty shops and modern restaurants have moved in within the last couple of years. There are a number of pubs and a dance club."
The CVB can organize a pub crawl for groups.
"The biggest component we have is value," Zamora says. "Our prices are much more competitive since we’re in a suburban location. We have complimentary parking at all hotels and attractions. Our centralized location is also very popular. We offer the best possible service we can. Our group services manager is very hands on. We’re a one-stop shop."
Waukesha’s Country Springs Hotel Water Park-Conference Center offers 40,000 square feet of meeting space, and the Marriott Milwaukee West features several meeting rooms and a large ballroom.
Other meetings properties include the Clarke Hotel, Radisson Hotel Milwaukee-Pewaukee and Pewaukee’s Comfort Suites Lake Country, with 1,800 square feet of meeting space.
Old World Wisconsin is an outdoor living museum that emulates life on the 19th century frontier, replete with live interpreters, and is popular with groups. Ten Chimneys, the former estate home of Broadway actors Alfred Lunt and Joan Fontanne, offers off-site space.
Team-building options include a day at the Center for Organizational Advancement, which features a ropes and challenge course.
