New ideas require old buildings. This statement reflects a design theory that Milwaukee has slowly embraced during its recent downtown revitalization efforts.
With new plans for the rebirth of the former Pabst Brewery now in the public eye, it's easy to see that the development team of PabstCity is ready to shake things up in the sometimes conservative world of Milwaukee development.
At the same time, developers of PabstCity say they'll work to complement the positive momentum in downtown.
"We saw this as a unique opportunity for historical preservation that would breathe life back into downtown Milwaukee," says John Ferchill, chief executive officer of the Cleveland-based Ferchill Group that has done similar projects in nine other cities including the impressive "Flats" in Cleveland.
The plan utilizes 20 buildings of the 130-year-old Pabst Brewery and transforms them into an urban "city within a city" with the potential of major entertainment destinations, restaurants, retail, office space and 648 residential lofts. Other planned uses include family entertainment, a 2,800-seat amphitheater, cinemas, office space, an ArtWalk and parking. Bucks Coach George Karl also plans to locate his Friends of Hoop basketball facility at PabstCity. This building will provide basketball courts and assistance for student athletes. But, retail options at PabstCity seem to be the most exciting.
While some in Milwaukee think that retail recruitment efforts for the new PabstCity might hurt efforts in other areas of the city, the PabstCity team and several local officials see the efforts as complementary. The thought is that if a retailer moves into Pabst, it won't hurt Grand Avenue or Mayfair. Rather it only adds to the overall retail mix in the Milwaukee region.
"We will capture those consumers driving to Chicago for major entertainment and unique shopping," says Jerry Franke, president of Wispark, LLC.
Wispark has been involved in the downtown Boston Store renovation and East Pointe Commons among other developments. Franke thinks it's more than about time that Milwaukee open up itself to new attitudes and exciting collaborative development projects like PabstCity.
"By creating a master plan for the seven-block area, the overall impact will be greater for the community than if each building were developed individually," Franke says.
The urban entertainment center's lead architect is Milwaukee-based, Eppstein Uhen. They'll work with Cleveland-based Sandvick, to assure authentic restoration and rebuilding of the estimated $300 million project.
{INSERT_RELATED}At a news conference last week at The Hyatt Regency-Milwaukee, Craig Kaser, president of TerreMark, the retail recruiter on the development team officially called Juneau Avenue Partners, said "the enthusiasm already expressed by key retailers, restaurateurs and other entertainment venues has been exciting."
Kaser wouldn't comment on specific targets or commitment for the development, but speculation includes a national movie theater chain, music venue and niche retail. He did mention that no matter who commits, PabstCity will create "a very unique sense of place."
Milwaukeeans, curiously skeptical of such big developments, have a variety of opinions on what they'd like to see in the former Brewery that ceased operation in 1996. Developers will explore everything from a farm market to outdoor ice rink.
A poll conducted by OnMilwaukee.com yielded a diverse response.
A man calling himself Downtown Doug praised the project, writing, "Overall, a good blend of local and national stuff will make this the hottest neighborhood in SE Wisconsin."
Melissa is pining for an IKEA. "IKEA rocks. It definitely is an attraction. I make the mecca to Schaumburg -- (to the) closest IKEA -- many times a year. What I would save in gas."
"I feel that more efficient use of the space would be made if there were an assortment of smaller shops and cafes in that area," writes Lynn Miller.
Jonathan hopes that the Pabst development can be a magnet for tourists.
"I do hope that they could land some other venues, such as a House of Blues, or Rainforest Cafe ... something like that to make it seem like a true tourist destination."
"What would I MOST like to see?" asks Brett. "That's easy -- a river of Pabst flowing through the center of it. I could wake up in the morning and pull a mug or two out and start the day off right."
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.
