Recognizing both the need for a medium-size venue and the historic value of the Milwaukee Auditorium, the Wisconsin Center District Board of Directors recently voted to undertake a major renovation of the building at 500 W. Kilbourn Ave., constructed between 1907-'09.
The District has released drawings of the planned renovation -- shown below -- which carries a $32 million price tag, according to engineering and financial feasibility studies conducted last year. The facelift would drop the seating capacity of the building's Bruce Hall from 6,120 to 4,400, but would transform the cavernous room into a state-of-the-art concert and theatrical venue, that could also serve a lecture and public meeting hall.
Bruce Hall would also have flexibility built-in, allowing the room to be converted into settings that could accommodate audiences as few as 2,500, for more intimate events. According to the District, area promoters have reacted favorably to this type of versatile venue.
"This is a crucial investment in maintaining our marketability in the entertainment industry," said WCD President Richard A. Geyer. "Events in the U.S. Cellular Arena and Milwaukee Auditorium generate significant cash flow for the Wisconsin Center District, helping us subsidize convention business that brings even greater wealth into the community."
The transformation is slated for completion in January 2003 and is to be funded with a $27.3 million, 30-year bond issue and $5 million in uncommitted funds from the Midwest Express Center project. It is expected that the facility's operating revenues will repay the bonds .
"The Milwaukee Auditorium is an irreplaceable community asset," said WCD Chairman Franklyn Gimbel. "It's been a focal point of Milwaukee's civic and cultural life for nearly a century, and basic stewardship alone requires us to invest in it to retain its value.
"We have a unique opportunity today to remake it into a state-of-the-art showcase for concerts, theatrical productions, conventions and public assemblies. The alternatives of doing nothing or tearing it down just don't add up, because building a new venue this size, which would almost certainly happen at some point, would cost this community a lot more money and might not support our convention efforts."
The renovation also seeks to improve sightlines, comfort and disability access, with sloped seating and upgraded gallery and balcony seating. There will be a new galleried rotunda on Kilbourn Ave. and an outdoor terrace facing 6th St. & Kilbourn Ave.
Perfomers will get new rehearsal space and improved stage access, an improved loading dock and new stage equipment, including a rising orchestra pit.
Patrons will get expanded and updated restroom facilities and easier to navigate circulation routes.
New "house" audio and lighting systems to serve smaller shows, improved and expanded public circulation, restroom and concession areas and general aesthetic, technological and physical-plant upgrades are included in the plan.
The renovation was designed by VOA Associates, Inc. and Engberg-Anderson Design Partnership, Inc. and construction management is being undertaken by Grunau Project Development, Inc. and Hunt Construction Group.
