[ON LOCATION] LYDIA GREGORY
When your visit to Milwaukee kicks off with a Shania Twain concert at the 17,500-seat Fiserv Forum—and yes, it was packed—you know this will be a memorable stay. After dropping off my gear at my hotel, The Trade, an Autograph Collection Hotel by Marriott, I trotted across the street under the first snow of the season to the Forum and straight up to the West Bend Lofts on the Suite Level. With premium seating, impeccable sightlines and ample space for tasty F&B setups, this is the place for your VIPs for any type of show.
As guests of Visit Milwaukee, a planner’s bestie when it comes to MICE in Milwaukee, we were treated to a sampling of the finest the city has to offer. We soon discovered it’s not just a meeting destination; it’s an immersive experience waiting to unfold.
• Baird Center: As of press time, the Baird Center was undergoing a $456 million expansion that will double the convention space to a total of more than 1.3 million sf with top-of-the-line, state-of-the-art tech. Slated for a May 2024 inauguration, the center will be the Wisconsin Center District’s crown jewel, an area that includes the Miller High Life Theater and the UW Panther Arena.
“This was all about build it, so they come,” says Marty Brooks, president and CEO of the Baird Center, who went on to explain how the expansion was not only all about brick and mortar but how it was designed and developed with a level of inclusivity and thought that reflects “how our society has changed and how the people who attend the meetings have changed. It’s very different now than it was 25 years ago. People come to conventions now more than ever because of COVID; to have pop-up meetings, to network, to have the personal contact.”
Among the many unique offerings at the new and improved Baird Center is the concept of the Blender, where you, the planner, are provided with your own command center complete with comfortable seating, ergonomic workspaces, the best F&B, personalized service and even aromatherapy. • Harley Davidson Museum: A shrine to the iconic American brand, this unique venue provides an authentic and captivating backdrop for events under 1903 Events. While we lovingly lingered among the bikes and the amazing audiovisual displays, the main attraction here is their recently inaugurated Garage, which added 8,200 sf of event space to their 20-acre campus. The space now boasts enough indoor and outdoor spaces to host anywhere from 10 VIPs to 10,000 riders. • Discovery World: Located on the shores of Lake Michigan, the center is a hands-on exploration of science, technology and innovation with its own meetings and event space, making it an engaging addition to any event itinerary. • The Deer District: This dynamic urban hub tucks around the Fiserv Forum and offers restaurants, bars and an outdoor plaza. While definitely sports-flavored, there’s plenty to do and see for your attendees.
Far beyond its reputation for breweries—and yes, it has plenty of good ones—Milwaukee is a city of good eats. Fun fact: Milwaukee boasts four James Beard Best Chef: Midwest winners.
• SafeHouse: This was an intriguing lunch, and by intriguing, we mean we were surrounded by the most complete collection of spy paraphernalia this journalist has ever seen (including Austin Powers’ guitar) and found out even the bartenders know magic tricks. This is quite the unique venue for a group dinner and is highly recommended for its pop culture references and sheer fun. • Troquet: We spent an evening at this cooking school and event venue, where Andrew Schneider, chef/owner of Le Reve Patisserie & Cafe, and Josh Johnson, a pastry chef with Guittard Chocolate, treated us to an evening of cheese gougeres, roasted squash & apple salad, red wine braised short ribs and sticky toffee pudding paired with curated wines. Troquet is in the neighboring town of Wauwatosa, which offers a unique cultural experience with its historic charm and vibrant atmosphere. Add a visit to your event itinerary for attendees to explore the area’s shops, galleries and local attractions, including Tabal Chocolate (ask about their small group classes).
• Lakefront Brewery: One of over 30 in town, this one boasts an industrial-chic ambiance and craft beers, and it’s the starting and drop-off point for Hop-Head Tours’ Milwaukee Brewery Bike Tour, which visits Blatz, Schlitz, Pabst and Miller Brewing, a fun (non-boozy) option for groups.
• Bacchus: No VIP event in Milwaukee is complete without a stop at this gorgeous member of The Bartolotta Restaurants. Fine dining, great wines and exceptional service come together no matter where you seat your group, but we highly recommend the glass-enclosed Conservatory with a view of Lake Michigan. Note: Owner Paul Bartolotta is a two-time James Beard award recipient.
• Carnevor Steak House: This upscale restaurant does indeed pay homage to its name because the filet mignon I indulged in could not have been any better cooked or accompanied. Your attendees best come hungry and prepared to enjoy family-style sides like truffle mashed (with or without lobster), mac & cheese (this is Milwaukee, after all), caramelized Brussels sprouts and more. Enough said. • Harbor House: Overlooking Lake Michigan and the iconic Quadracci Pavilion of the Milwaukee Art Museum, this is your go-to for a sophisticated seafood menu served with a side of views and excellent service, perfect for a post-event celebration.
• Historic Third Ward: This trendy district is another great add-on to your itinerary, blending historic charm with contemporary flair. Think galleries, cool eateries (dine-arounds come to mind) and boutiques. We recommend a day of sightseeing for your groups with City Tours MKE, which has fun, eco-friendly electric cruisers for a guided look at the city’s many local gems.
The city has many MICE-friendly hotels, including the grand, 307-room The Pfister Hotel, the Hyatt Regency Milwaukee and the Art Deco Hilton Milwaukee City Center (connected to the Baird Center by a skywalk). We stayed at The Trade, a modern establishment with a superb sense of place that pays homage to the city’s history and is the Deer District’s official hotel. Our room was small but well-appointed, with a deliciously comfortable bed, a lush bright orange hoodie/robe and city views. It has 207 rooms, a rooftop restaurant and lounge and 9,000+ sf of indoor/outdoor meeting and event space.
visitmilwaukee.org/meetings-and-conventions