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Press Release

Brookfield unveils designs for new conference center

Brookfield Conference Center part of continued revitalization of area into dynamic visitor and entertainment destination.

By - Jun 15th, 2018 01:42 pm
Brookfield Conference Center. Rendering by Kahler Slater.

Brookfield Conference Center. Rendering by Kahler Slater.

Milwaukee, WI – June 15, 2018 – Plans for Brookfield’s new conference center are moving forward this week. The Brookfield Common Council and Plan Commission will review and vote on conceptual plans and initial designs at a joint meeting June 19. The Conference Center is part of a swath of development poised to bring new visitor and entertainment offerings to the south end of Brookfield Square Mall.

“The Brookfield Conference Center will stimulate economic activity throughout the region, especially the Bluemound Road corridor,” said Brookfield Mayor Steve Ponto. “The Conference Center mixed in with the entertainment, dining and shopping of Brookfield Square Mall will have a synergistic effect, with the Conference Center and the Mall each benefitting the other.”

The project includes a 54,000-square-foot conference center and an attached 168-room hotel – the Hilton Garden Inn Milwaukee/Brookfield Conference Center. The space will allow flexibility for events of different sizes, with an 18,000-square-foot main ballroom and 6,000-square-foot junior ballroom which both split into smaller configurations to accommodate varying layouts. The conference center will be linked to the hotel by a glass walkway, allowing for easy access between the two spaces. A state-of-the-art board room and 9,000-square-foot outdoor garden add to the center’s amenities. Visit Brookfield’s offices will also be housed in the new space.

“The hospitality industry in the Brookfield market is very excited about this dynamic development,” said Nancy Justman, president/CEO of Visit Brookfield. “The Conference Center will be a demand generator helping to increase hotel stays, restaurant visits and retail expenditures in the Brookfield area.”

To bring the project to life, community leaders developed a tax-incremental financing district to help fund the acquisition of the land, the former Sears Automotive Center site. The real estate closing for the property is expected to be finalized on June 28. In addition, a portion of the City’s hotel room tax revenues will be used to finance the construction of the Conference Center, eliminating most if not all costs from general city revenues.

“The City of Brookfield and Visit Brookfield have created a powerful plan to leverage the room tax dollars generated in the Brookfield market to provide a robust return for the local economy as well as a signature architectural cornerstone,” said Andy Inman, vice president of development for North Central Group. “North Central Group is thrilled to be the hotel partner and manager for the Brookfield Conference Center.”

Construction on the project is expected to begin this fall, with plans to open in early 2020. The Brookfield Conference Center is already accepting event bookings. For more information or to book an event, call Visit Brookfield at 262-789-0220.

Additional development projects at the south end of Brookfield Square include a Marcus Cinemas BistroPlex, WhirlyBall–a hybrid restaurant and entertainment center, and several restaurants including Uncle Julio’s and Outback Steakhouse.

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