Explorium Reveals Plans For Good City Taprooms, Including One Closure
Two rebrands are set to occur in the coming months.
Good City Brewing in 2018. Photo by Jeramey Jannene.
Following its acquisition of Good City Brewing in January, The Explorium Brewpub is transforming three of the company’s taprooms.
Two locations—on Milwaukee’s East Side and in Wauwatosa—are destined for rebrands in the coming months, while the Deer District taproom and restaurant will remain unchanged, at least until the end of the Milwaukee Bucks season. Meanwhile, a fourth location in Mequon is set to close and will transition into a new restaurant led by Jack Holt of Smokin’ Jack’s BBQ.
Taking on several new projects while operating two existing brewpubs is no easy feat, said Mike Doble, who runs Explorium with his wife, Joan. But the work has so far been worthwhile. “Anytime I can sink my teeth into a project, it’s fun,” Doble told Urban Milwaukee. “It makes the days go very quickly.”
Wauwatosa
Changes are already in effect at the Wauwatosa taproom, 11200 W. Burleigh St., which was officially rebranded as an Explorium Brewpub last week. The space has a new look, taplist and menu, incorporating beers and bites from both Good City and Explorium.
The menu features a variety of casual snacks, salads, wraps and burgers, along with entrees like fish and chips and blackened chicken pasta. Gluten-free options are readily available, and other dietary labels are clearly noted throughout the menu.
Additionally, food items from Good City, including Curry Fries, Caprese Bruschetta and the Bacon Brew Burger, are denoted on the page with the brewery’s key-shaped logo.
Doble said he plans to swap the brewpub’s exterior signage once the temperature warms.
East Side
Next month, the couple will turn their focus to Good City’s flagship taproom at 2108 N. Farwell Ave., with plans to debut an all-new concept called Proprietors Table and Taps.
The reimagined location will be closer aligned with Explorium’s Historic Third Ward brewpub, offering craft beer from both brands, alongside a cocktail program and a selection of high-end spirits.
A menu of small plates and shareables will draw inspiration from the Dobles’ extensive travels, highlighting flavors from destinations like the United Kingdom, Spain, Germany, Belgium, Central and South America and others.
“We’ve collected a lot of favorite recipes over the years,” Doble said.
The building’s rooftop space is also slated for change, and could become a tiki bar, though plans are not yet finalized. The theme would be a nod to the couple’s time spent living in Hawaii.
The East Side location is currently brewing Good City and Explorium beers. Moving forward, it will remain the company’s primary production site.
With a target opening set for April, Doble is just as excited for Proprietors Table and Taps as his customer base.
“Honestly, it’s going to be the place that Joan and I are going to want to hang out all the time, because it’s just all of our favorite things.”
Deer District
The Deer District taproom, located just steps away from Fiserv Forum at 333 W. Juneau Ave., pairs its beers with a Mexican-inspired menu of tacos, burritos, birria and more.
That will continue for the next several months, Doble confirmed, though a rebrand will eventually come.
“Hopefully the Bucks will play all the way into June,” he said, noting that changes would then commence in July and August, with a target opening by Labor Day.
The project is still in its brainstorming phase, with Bucks President Peter Feigin and other Deer District representatives weighing in. Doble said the experience has been overwhelmingly positive.
“They’ve been super supportive, such a great organization to work with,” he said of the Bucks. “Their focus is on, ‘What do you guys want to do? What are your cool ideas? What can we do to help?’ It’s so collaborative.”
Mequon
Good City’s former Mequon location at 6300 W. Mequon Rd. will close up shop after service on Friday, Feb. 28. Doble cited a number of factors contributing to the decision, including the taproom’s distance from the remainder of Explorium’s portfolio of businesses.
“We’re stretched a little thin, and with it being so geographically remote, it’s been difficult for us to support it.”
Holt, the incoming owner, will be in attendance at a farewell party on the taproom’s final day. “Hopefully he brings some smoked meats,” Doble joked.
Doble also expressed optimism for the space’s transition to a restaurant, noting Holt’s plans to retain current employees. “That’ll be, hopefully, a soft landing for the staff. It’s a pretty positive relinquishment of the space to Jack, where he can contribute the time, energy and attention that the staff deserves.”
Over the past two months, Doble has observed firsthand the strong brand loyalty that Good City has built. “What I have discovered is that there’s a lot of love for these beer brands in the market,” he said.
Explorium is working with a local distributor to ensure that the brand’s most popular brews, including Pils, Motto, Home Lager and Spare Time Hazy Pale Ale, stay on shelves.
“I’ve really been impressed and surprised with the popularity of those packaged beers,” he said, noting that he initially entered the acquisition with a hospitality-focused mindset. “That’s one little lesson that I learned during this, and it’s kind of changed our thinking a little bit.”
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