By Jeff Sherman Staff Writer Published Jul 20, 2013 at 11:18 AM Photography: Bobby Tanzilo

Adding 11,000 temporary residents to Downtown Milwaukee makes a difference.  I love it, and truly look forward to the influx of families and agents every summer when Northwestern Mutual sets up its annual conference. 

The company’s annual meeting begins today and runs through July 24.  Its estimated economic impact on the area is approximately $12.7 million.  And, get this, agents and their families will occupy about 12,789 hotel room nights.  

"We are thrilled to welcome Northwestern Mutual back to Milwaukee once again," said Paul Upchurch, president and CEO of VISIT Milwaukee.  "Northwestern Mutual represents one of the largest conventions of our year and has a tremendous impact on our area's economy. We look forward to welcoming the Northwestern Mutual attendees to Milwaukee and creating great experiences for them while they're here."

For Northwestern Mutual, it’s an opportunity for the company’s employees and financial professionals to reflect on another strong year and bring their team home to Milwaukee. 

Northwestern Mutual will conduct events and seminars for its financial representatives at the Wisconsin Center, the BMO Harris Bradley Center and at metro hotels including the Hilton Milwaukee City Center, the Hyatt Regency Milwaukee, the InterContinental Hotel & Resort and The Pfister Hotel.

In addition, the company is sponsoring activities for the financial representatives’ families at such venues as the Milwaukee Art Museum, Discovery World, the Gift of Wings Kite Shop, Milwaukee County Zoo, Betty Brinn Children’s Museum and the Milwaukee Public Museum and Daniel M. Soref National Geographic Dome Theater.

On Sunday, thousands of walkers and runners will take to the streets of Milwaukee in support of childhood cancer research and Alex’s Lemonade Stand Foundation. As part of the annual meeting, some offices are raising funds for this cause and running in the company's annual 5K.

Each year Northwestern Mutual brings a major entertainer in, too.  Maroon Five, Kenny Chesney and others have headlined private shows for the company and its families.  This year, sources tell me it's Tim McGraw. McGraw, of course, headlined Summerfest just a few weeks ago.

When you see you an agent (they usually where ribbon-laced name tags) this week, say hello and be sure to welcome them to Milwaukee. 

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.