Since first drawing settlers to its natural harbor on the western shore of Lake Michigan, Milwaukee, also served by three confluent rivers, has progressed industriously toward the future.
In the 1860s, the city was the planet’s leading shipper of wheat, followed by a boom in processing industries derived from Wisconsin’s farms and fields, and then the manufacturing of heavy machinery and other equipment. Led by German families, a diverse body of mainly European immigrants swelled the growing city, with names such as Pabst, Schlitz and Miller giving rise to Milwaukee’s legendary beer industry.
The city’s founders and early pioneers would be dazzled—but perhaps not surprised—by the energy of Milwaukee’s transformation today. “Brew City” is becoming “New City” in a number of exciting and dynamic ways, and for conventioneers and other groups, this means cultural, culinary, heritage and other engagements like never before. Enhanced by the growing appeal of suburban neighbors Brookfield and the jointly marketed communities of Waukesha and Pewaukee, it looks like Milwaukee’s best is only getting better.
MILWAUKEE
Known for the preservation and repurposing of its many treasured historical buildings, Milwaukee has also invested more than $2.5 billion in new tourism product since 1998, creating a dynamic platform for groups to realize their full meetings potential.
“We have increased our marketing budget for conventions, as research shows that for those meeting planners who know Milwaukee, we are in the top quartile of destinations,” says Brent Foerster, vice president of sales and marketing for VISIT Milwaukee, the city’s award-winning CVB.
Describing “an urban, ‘easy’ city on beautiful Lake Michigan with a three-venue convention campus in a safe, walkable downtown,” Foerster says Milwaukee has a “wow” factor when it comes to meetings.
“Our focus is on getting the word out to planners who have yet to discover all that Milwaukee offers,” he adds.
Attracting diverse groups, from national associations and corporations to sports and religious groups, vibrant, cosmopolitan Milwaukee continues to wow newcomers and returnees alike. Even after a decade-plus of transformative change, “Milwaukee 2.0” has the buzz of something fresh, new and exciting, or as the New York Post wrote in 2010, “[Milwaukee] is just damn fun to spend time with.”PageBreak
Arts, culture and entertainment figure prominently in Milwaukee’s magnetic appeal (see sidebar, page 16), including the city’s remarkable continuous lineup of summertime festivals. Staged at the 75-acre Lakefront Festival Grounds—where corporate hospitality decks are superb off-site options for receptions and other gatherings—signature celebrations including German Fest, Irish Fest, Indian Summer Days, Bastille Days and Holiday Lights draw thousands of revelers each year and give Milwaukee its “City of Festivals” moniker. Of these, several are the largest of their kind, including Summerfest, a musical extravaganza held over 11 days on 11 permanent outdoor stages.
Opened in 2001, the surest symbol of the city’s ascent—really, its arrival—is the Quadracci Pavilion at the acclaimed Milwaukee Museum of Art. Designed by famed Spanish architect Santiago Calatrava, this postmodern addition to the museum includes the cathedral-like glass-enclosed Windhover Hall and the Burke Brise Soleil, a moveable, bird-like sunscreen with a 90-ton, 217-foot wingspan that unfolds and folds twice daily.
Boasting its own impressive numbers, the city’s convention facility, the Delta Center, offers 189,000 square feet of exhibit space and 28 meeting rooms, along with the Milwaukee Theatre and U.S. Cellular Arena.
The convention campus is just a skywalk away from 1,200 rooms in its recently upgraded flagship hotels, Hilton Milwaukee and Hyatt Regency Milwaukee, and within one mile of more than 3,775 hotel rooms, with more than 16,000 rooms in the Greater Milwaukee area.
One of Milwaukee’s biggest selling points is affordability. For the third quarter of 2012, leading employee cost benchmarking firm Runzheimer International found that the average cost of first-class lodging plus three meals per delegate, per day in Milwaukee is $187.53. More than 50 percent less expensive than Chicago, Milwaukee ranks 64th out of the top 70 cities and the most affordable in its competitive set.
With General Mitchell International Airport only eight miles from downtown, Milwaukee’s convenience, accessibility, cost-effectiveness and overall visitor appeal together make an irresistible invitation and winning combination for planners and their groups.
BROOKFIELD
Boasting more than 6 million square feet of office space, Brookfield also claims the metro area’s third-largest hotel cluster, located behind downtown Milwaukee and the airport area. Combined with some 160 restaurants and one of Wisconsin’s top retail corridors, this “urban suburban” locale just west of Milwaukee on Interstate 94 presents an attractive, amenity-rich option for small to midsize meetings and events.
“With first-class guest accommodations, excellent restaurants and the type of amenities that are sure to fit your personal travel style and needs, Brookfield is the perfect place for a meeting, banquet or special event,” says Nancy Justman, executive director of the Brookfield CVB.
Featuring 201 spacious suites and more than 6,000 square feet of meeting space, the upscale Brookfield Suites Hotel & Convention Center is part of a 13-property hotel collection dominated by brand-name flags that include Sheraton, Courtyard by Marriott, Doubletree by Hilton and Country Inn & Suites. Sheraton Milwaukee Brookfield is a group favorite, with 389 guest rooms and more than 19,000 square feet of meeting space.
The Brookfield CVB and the city of Brookfield are reviewing the results of a recent feasibility study for a new convention center. While there is no definitive word at present on the project, the potential new facility is reportedly attracting developer interest.
With several multipurpose sporting venues, Brookfield is an ideal location for hosting tournaments and other events in a wide range of sports, including baseball, basketball, gymnastics, hockey, soccer and volleyball.
Home to some of southeastern Wisconsin’s most breathtaking parks and recreation areas, Brookfield also offers acres of outdoor space, including rental facilities in some of its parks.PageBreak
WAUKESHA AND PEWAUKEE
Located just 20 miles west of Milwaukee along the I-94 corridor, these historic communities, offering more than 100,000 square feet of meeting space and 1,000-plus guest rooms, are inviting choices for relaxing and productive gatherings at “Lake Country” speed.
“Waukesha and Pewaukee host association and corporate meetings looking for an affordable location within convenient reach of Milwaukee and other locations such as Madison, Wis., and Chicago, which are 60 and 90 miles away, respectively,” says Tiffany Zamora, marketing manager for the Waukesha and Pewaukee CVB.
With all hotels and meeting facilities situated either directly off or close to I-94, accessibility—and ample free parking—are also major selling points.
“Our suburban location offers attendees the chance to drive to a meeting rather than purchasing a plane or train ticket,” Zamora says. “Also, booking an event within second-tier suburbs gives planners the advantage of passing additional savings to attendees, allowing for greater attendance.”
Originally known as Prairie Village, Waukesha is the seventh-largest city in Wisconsin, home to more than 70,000 people, and its growth is supported by a well-diversified economy that includes education, healthcare and hospitality.
Pewaukee (“Lake of Shells”), meanwhile, has been a leisure and recreational draw since the 1880s, when the extension of the railroad from Milwaukee began attracting waves of summer visitors. Supporting year-round activities ranging from swimming to ice-skating, the namesake lake is also considered one of southeastern Wisconsin’s best fishing destinations. Especially attractive are the colorful facades of the city’s historic downtown, fronted by a lake-lapped sandy beach.
With full-service properties including the 20-room Clarke Hotel in Waukesha and the 187-room Country Springs Hotel Water Park Conference Center in Pewaukee, the communities also host a range of sporting events at a number of large multipurpose facilities.
Regular Meetings Focus MidAmerica contributor Jeff Heilman will never forget his whirlwind, 24-hour undercover mission to Milwaukee back in 2001.
