By Jeff Sherman Staff Writer Published Jun 23, 2008 at 2:05 PM Photography: Jeff Sherman first told you about the major rebirth at Bradford Beach on May 15. New food, lifeguards, activities, security and more have all been added.

It's paid off with big crowds and a new sense of community at the once almost dead beach.

Miller Brewing Company announced Tuesday a five-year, $500,000 commitment to continued Bradford Beach revitalization plans that include a Blue Wave campaign that will seek environmental certification.

The Bradford Beach Revitalization and Blue Wave Campaign is a public-private partnership between the Milwaukee Metropolitan Sewerage District (MMSD), the Milwaukee County Parks Department, the Greater Milwaukee Committee's Quality of Life Committee and private sector companies to attain Blue Wave status for Bradford Beach.

Blue Wave certification is granted by the independent, non-profit Clean Beaches Council and is America's first environmental certification for beaches.

Miller’s half-a million dollar investment will be directed toward environmental and coastal management improvement, including algae removal, seagull control, water quality monitoring and research, and a public awareness campaign, as well as handicap accessibility equipment and the EPA Blue Wave application fee.  $25,000 a year will go to the Great Lakes WATER Institute to fund water quality testing and a beach Web cam for recording purposes.

"We are thrilled to that Miller Brewing Company is a part of the revitalization efforts," said Sue Black, Director of Milwaukee County Parks. "This public-private partnership is an incredible collaborative effort between several Milwaukee organizations. It’s a great example of groups working together to accomplish a goal that will really improve the quality of life for Milwaukee residents."

Jeff Sherman Staff Writer

A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.

He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts.  He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.  

He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.

He also thinks you should read OnMilwaukee each and every day.