The Milwaukee Theatre,
a vibrant ‘new’ venue

IN ITS 100TH YEAR, The Milwaukee Theatre serves as a symbol of Milwaukee’s colorful past, while providing a versatile and unique space to experience cultural and entertainment events for years to come.

The history of the venue is as distinguished as almost any public building in the region. The groundbreaking for this remarkable facility was held in 1907, and in 1909 the Milwaukee Auditorium, as it was first known, was officially dedicated. In the years following, the Auditorium played host to a myriad of entertainers and speakers.

In 1910, the Auditorium hosted legendary Italian tenor Enrico Caruso and the Metropolitan Opera Company. In 1911, William Howard Taft became the first of many U.S. presidents to speak at the Auditorium and, a year later, former President Theodore Roosevelt gave a three-hour speech there shortly after being wounded in an assassination attempt. Famed band leader John Philip Sousa performed in 1929 to commemorate the Auditorium’s 20th anniversary.

“The Milwaukee Auditorium, which is now the Milwaukee Theatre, played host to so many historic personalities and events,” said Richard Geyer, President and CEO of the Wisconsin Center District, which owns and operates The Milwaukee Theatre, the U.S. Cellular Arena and the Midwest Airlines Center. “It is a cornerstone of our region’s history.”

In 2003, the Auditorium was renovated and renamed The Milwaukee Theatre, becoming a more spectator-friendly facility. The renovation turned the flat-floored facility, ringed by a balcony, into a 4,100-seat theater – the largest such concert and theatrical venue in Wisconsin. With two sloped tiers of seats, the new facility provides superior sight lines, along with built-in flexibility to reduce the space to a more intimate setting with a full house of 2,500 seats.

The signature feature of The Milwaukee Theatre is its domed rotunda lobby, ringed by three levels of gallery walkways. Created from the rear of the original hall’s arched ceilings, the elegant space now is used for general patron circulation, concessions and merchandising, as well as pre-show receptions and meetings.

The Theatre’s production area has been praised by show producers as efficient and technologically advanced. Rehearsal and dressing rooms and production spaces are up-to-date, along with audio and lighting systems.

“We are so privileged to share this magnificent venue with the people of Wisconsin and the Midwest,” said Franklyn Gimbel, Chairman of the Board of the Wisconsin Center District. “Seeing a show in The Milwaukee Theatre is truly a one-of-a-kind experience.”

Shortly after its renovation was completed, The Theatre hosted The Radio City Christmas Spectacular starring the Rockettes for 32 performances. In recent years, The Theatre has welcomed Bill Cosby, Jerry Seinfeld and Robin Williams to sell-out crowds. Disney’s The Lion King ran for 34 performances in 2008, selling over 109,000 tickets and breaking the record for box office receipts from any entertainment event ever staged in Milwaukee.

“We host theatrical performances, comedians, religious services, graduations, and business events at the Theatre,” said Geyer. “This space has a tremendous capacity and fills the needs for many organizations in our region.”

Among the local organizations that utilize the Theatre’s space are Kohl’s Corporation, Northwestern Mutual Life, U.S. Cellular, Marquette University and the University of Wisconsin-Milwaukee.

The extensive schedule of shows this month illustrates the variety of theatrical performances offered at this historic venue:

• Neil Berg’s 100 years of Broadway, a touring show recreating the biggest moments from the biggest shows of the century, March 1.

• The Milwaukee Blues Festival, featuring world-class blues entertainers, March 13.

• Dora the Explorer Live, an interactive adventure with music and characters that preschoolers love, March 14 & 15

• Rain – A Tribute to the Beatles, a multi-media, multi-dimensional experience that has received praise from audiences throughout the country, March 20.

• Drumline Live, which brings the black
marching band tradition to the stage for the first
time, March 22.

• The Pajama Game, the touring company of
the Tony Award-winning Broadway revival, March 27 & 28.

Looking ahead, Ruben Studdard and the touring company of Ain’t Misbehavin’ take the stage April 24 & 25, James Taylor and his “Down Home Tour” entertains fans May 9, Andre Rieu and the Johann Strauss Orchestra returns May 22 and the Broadway revival of The Wizard of Oz brings the yellow brick road to the Theatre June 5-7.

“We welcome everyone to come and experience the magic of live performances at The Milwaukee Theatre,” said Geyer. “It’s one of the many things that makes Milwaukee such an amazing place to live, work and visit.”