BRIGHT LIGHTS, BIG CITY

Projects give Milwaukee fresh new look

AFTER DECADES in the dark, the heart of Milwaukee has a new, brighter look.

For many years the lights of the city consisted of the world’s largest four-sided clock and a “flame” that predicted the weather. But during the last three years, the city’s nocturnal face has changed
dramatically:

• The Sixth Street Viaduct, a lighted bridge connecting downtown Milwaukee with the near south side, emerged in 2003 as one of the city’s architectural landmarks.

• In 2007, the Milwaukee Intermodal Station, a glass-enclosed terminal for both rail and bus service, opened just west of the Sixth Street Viaduct. The combination of the sleek, lighted Viaduct and the Intermodal Station gives visitors a look at a new Milwaukee as they travel on the recently completed Marquette Interchange.

• Also in 2007, the University Club Tower overlooking the Milwaukee Art Museum became the tallest residential building in Wisconsin. The stylish project of the Mandel Company has 36 floors of luxury condominiums, ranking in height behind only the nearby 42-story U.S. Bank Center and the 37-story 100 East Wisconsin building.

• In 2008, private funding added lighting schemes to two of the city’s most popular attractions – The Marcus Center for the Performing Arts and the three unique domes of the Mitchell Park Horticultural Conservatory.

“The illumination of our downtown really took a quantum leap forward this past summer with the lighting of the Marcus Center” says Dave Fantle, vice president of Visit Milwaukee. “Innovative lighting warms up a city and makes it more welcoming.”

Every part of the downtown area seems to be adding lights of one kind or another, usually energy-saving systems. New hotels, condominium and apartment projects are underway from the south to the north ends of the downtown area, ensuring that lighting remains even after businesses close.

The area’s corporate leaders also are adding to the glow. Northwestern Mutual celebrated its 150th anniversary here in 2007, unveiling a unique lighting scheme on one of its buildings at the east end of Wisconsin Avenue and continues to light it up for the holidays and special events. And the lights continue to shine far into the night at Manpower, Inc.’s new corporate headquarters on the Milwaukee River.

Historic lighted landmarks continue to be important. Rockwell Automation’s Allen-Bradley clock tower retains its ranking as the world’s largest four-faced clock and continues to be the one of the first lighted landmarks visitors see, along with the US Bank Tower in the heart of downtown. And the 21-foot neon weather flame atop 626 E. Wisconsin Ave., first operated by Wisconsin Gas, continues to predict warm weather (red), cold (gold), no change (blue) or snow or rain (flickering).

The addition of new lighting schemes comes at the same time as restoration of the several of the historic structures in the downtown area. A major renovation of Milwaukee’s City Hall, the third tallest structure in the country when it was completed in 1895, was completed in December 2008. Renovation also is taking place at other historic buildings, including Northwestern Mutual’s stately headquarters on East Wisconsin Avenue.

Other major centers of light in the downtown area include the city’s convention center, the Midwest Airlines Center at 4th St. and Wisconsin Ave.; the sports and entertainment complex that includes the U.S. Cellular Arena, the Milwaukee Theatre and the Bradley Center and the ever-expanding Potawatomi Bingo Casino minutes from the heart of downtown.

Potawatomi, known for the simulated fire pit on top of its main building, last year completed a multi-million-dollar expansion that added kaleidoscopic lighting to welcome patrons into the casino from its parking structures.

The combination of all these projects gives Milwaukee the distinctive look of a 21st century city. The lights “send a subtle message that’s welcoming and enticing,” notes Rocky Marcoux, Commissioner of the Department of City Development.

“One of the most exciting views is to see a city in lights,” concludes Marcoux. “A dark city is a sleepy city. Milwaukee’s renaissance is almost romanticized when you view the changes at night.”