This October marks the 10th anniversary of the Pabst Theater Group's management of the Riverside Theater, and to celebrate, there are some significant changes coming to the Downtown theater – and to Wisconsin Avenue.
This morning, the group announced that the Riverside Theater will get a brand new marquee, as well as a 40-foot tall vertical sign, in collaboration with local signage company Poblocki.
The new marquee and signage serves as a final exclamation point to recent restorations to the theater, including new theater doors, plaster repair, remodeled artist dressing rooms, carpet replacement and, next year, new balcony seats.
"The Riverside Theater has a storied place in Milwaukee's entertainment history, and the past will be present again when the Riverside unveils its new-old marquee, " said Milwaukee historian John Gurda in a press release Monday morning.
"The Riverside Theater has a storied history and a bright future," added Mayor Tom Barrett.
"The new marquee and large vertical sign, harking back to what West Wisconsin once looked like, bring the energy and activity that's been happening inside the theater for the past decade out to the streets of Downtown Milwaukee."
Zilber Ltd., which owns the theater, purchased the building in 1962.
