{image1}In Milwaukee, it's the makeover of the new millennium. With the old Auditorium's transformation into The Milwaukee Theatre nearly completed, visitors to the Kilbourn Avenue venue, adjacent to the U.S. Cellular Arena, are sure to applaud the many upgrades.
After 24 months of renovation, The Wisconsin Center District (WCD) is preparing to welcome its newest member into the community's civic and cultural circle with a grand opening weekend celebration set for Nov. 7-9.
"It's been a long process," says Richard Geyer, president and CEO of the WCD. "You have to remember, we were working with an old building, which made the process a bit of a challenge. But we are extremely pleased with the end result. It's a wonderful old -- now, new facility. People will absolutely have no idea how beautiful it is until they see it.
"The auditorium was wonderful in its prime. But because of the age of the facility, the patterns that change over the years with different programs and the state-of-the-art equipment that promoters and agents and convention groups use now, we felt it was time to make the changes that are very dramatic when it comes to those opportunities."
The $42 million, state-of-the-art project will provide superior accommodations for both productions and patrons. With its sloping two-tier seating, its half-domed rotunda lobby, and its expansive stage, backstage and public circulation space, the new venue will serve its traditional uses for corporate and civic conventions as well as concerts and theatrical productions better than most facilities currently booked in the city.
The WCD completely revamped the main performance space from a flat-floored, horseshoe-shaped arena to a more spectator-friendly 4,100-seat theater. The seating design offers spectacular sight-lines without sacrificing luxury and comfort.
"In the old Auditorium, there was 1,200-1,500 seats that were always obstructed view," Geyer says. "You literally couldn't see the stage.
"We cut it down from 6,100 seats to 4,100 seats, and everyone in the house will be able to see the stage area. Now we can showcase what's happening on stage."
Built-in flexibility, using novel, fan-shaped dividers can reduce the space to a more intimate theater setting with a full house of 2,500 seats.
"The dividers system can be positioned stage-right and stage-left and runs all the way up the aisles on the perimeter of the seating for smaller needs," Geyer explains. "We isolate the outer areas so that people aren't sitting in a vast cavern."
The lobby is a signature feature of the new Milwaukee Theatre. With the curved rotunda the entrance is ringed by three levels of gallery walkways, crafted from the rear of the original hall's arched ceiling. A mirrored wall creates the illusion of a circular rotunda, ideal for pre-show receptions.
"That's the jewel of the entire package," Geyer points out. "This new rotunda gives us room so that people can gather during intermission or before the show without feeling like they are jammed into lobby. The atrium is three levels and we'll have beverage and food carts available. People will enjoy the room to mingle and have fun."
Every aspect of the building received a face-lifting. The improvements include new rehearsal space, an outdoor terrace, a new stage and loading docks. Upgrades were made to the sound and lighting systems, restrooms, concessions and expanding public circulation.
"Those are the dramatic change," Geyer says. "When the architects began the project, they found that the structure was very week at the north end of the building where the stage was. We had to drive pile after pile for safety reasons. Those were an issue with the structure, so we tore down the whole wall and restructured it. Now, the new stage will give us a better opportunity to put on shows that we couldn't before.
"There's over $1 million worth of investments into the sound system alone. The lighting is structured so that we can use them for conventions and for concerts, including Broadway productions."
Geyer also mentioned that high on the priority list of overhauls to the facility was the considerations provided for ADA-compliant disability access with elevators, ramps, wheelchair platforms, restroom facilities and counters.
"We've given much thought and consideration in those areas," he adds. We believe that accessibility will not be an issue."
Even the historical murals that have adorn the 94-year-old facility, were restored and enhanced, artistically and architecturally.
"We definitely wanted to hold onto the murals," Geyer says. "We've taken painstaking measure to cleaning and restoring those historic murals."
The Milwaukee Theatre will have a box office lobby and canopied drive-through passenger drop off area right in front of the main doors on Kilbourn Avenue.
In April of 1999, the Wisconsin Center District Board of Directors formally began to consider the future of the antiquated Auditorium. The choices were simple: do nothing, raze it or pump new life into it by renovating.
Ensuing months of study and analysis led to a unanimous recommendation in favor of renovation, noting that an improved venue could address a growing and otherwise unfilled niche in the Milwaukee entertainment market.
The next steps for the District was to solicited construction bids and. launched a project architect design challenge. It final gave the construction go ahead to Grunau Project Development, Inc. (now GPD-Gilbane) and Hunt Construction Group, and to architects VOA Associates, Inc. of Chicago and Engberg-Anderson Design Partnership, Inc of Milwaukee in April of 2001. Following environmental tests and preliminary work, the project began in earnest six months later.
"I truly believe that once people experience the Milwaukee Theatre they will come to appreciate it," Geyer says. "It's a vibrant, busy downtown area with another activity that keeps people coming back. That's what you want. With the people moving into downtown, this is another opportunity for them. It's not competing with anything else, though some people may think it is. It just gives people the opportunity to do more downtown."
