SPRING 2026
ISSUE FIFTEEN
THE HISTORIC THIRD WARD IN 1976; RIGHT, THE NEIGHBORHOOD TODAY.
Patio Season
VOLUME 6 | ISSUE 15
PUBLISHER JIM PLAISTED
EDITOR-IN-CHIEF JORDAN DECHAMBRE
DESIGN DIRECTOR CARRIE CHAPKO
CONTRIBUTING WRITERS
MOLLY SNYDER, BOBBY TANZILO STAFF WRITERS
JORDAN DECHAMBRE, CELESTE BRUNNER PHOTOGRAPHER ERIC HALVERSON MARKETING COMMITTEE
DANIELLE FUENTES, JOSH AMROZE, CARRIE ARROUET, SHAWNA BALLINGER, KATE DOWNEY, LEANN MESTER, STACEY STEINBERG, SUSAN VARELA, TRACEY WADSWORTH, MELISSA WEBER
PUBLISHED BY HISTORIC THIRD WARD ASSOCIATION
PRESIDENT JOSEPH GOODE
525 E. CHICAGO ST., SUITE 102 | MILWAUKEE, WI 53202
OFFICE@HISTORICTHIRDWARD.ORG
PRINTED AND MAILED FOX CO. PRINTING
ADVERTISING CONTACT JPLAISTED@HISTORICTHIRDWARD.ORG
THIS ISSUE OF THREE MARKS A MILESTONE MOMENT FOR THE HISTORIC THIRD WARD ASSOCIATION, OUR 50TH ANNIVERSARY. What began in 1976 as a small group of visionaries determined to preserve a warehouse district has grown into one of Milwaukee’s most vibrant neighborhoods and business communities.
Over five decades, the Third Ward has transformed through creativity, collaboration, and an unwavering commitment to place. Artists, entrepreneurs, residents, and stakeholders have shaped a district that honors its history while embracing innovation and growth.
As we celebrate this anniversary, we also look ahead. The next 50 years will bring new opportunities to strengthen our community, support local businesses, and ensure the Third Ward remains a welcoming and eclectic destination for all.
Thank you for being part of this legacy and its future.
JIM PLAISTED, EXECUTIVE DIRECTOR, HISTORIC THIRD WARD ASSOCIATION
FEATURED
ON THE COVER: (1) AN EARLY MORNING VIEW IN SEPTEMBER 1975 OF TRUCKING ACTIVITY ALONG COMMISSION ROW ON NORTH BROADWAY.
PHOTO COURTESY OF NED VESPA / MILWAUKEE JOURNAL SENTINEL. (2) THE SAME VIEW IN 2026, CAPTURED BY PHOTOGRAPHER ERIC HALVERSON.
Mark your calendar for Gallery Night MKE, summer festivals, HTWA’s 50th anniversary celebrations, music, performing arts & more.
14
There’s always something happening in the Historic Third Ward. The best way to stay in the know? Become a Historic Third Ward Association member!
16 QUICK BITES
The latest neighborhood news of note — from new business openings and anniversaries to the HTWA’s incredible 50th anniversary year.
20 OF THE HTWA 50 YEARS
As the Historic Third Ward Association celebrates five decades of neighborhood advocacy and community connection, we look back at the past 50 years with some of the visionaries who sparked the district’s revival.
30
THEN & NOW
Spaces and places that tell the story of the Third Ward’s past 50 years.
OPEN Wednesday – Sunday
LIVE MUSIC Thursday – Saturday experience milwaukee’s favorite beer garden
Located in the heart of the Third Ward! Sip on local craft beers, wine, cocktails, and unwind with live music.
ideal for your next event
Gather your team at the Beer Garden-it’s a fun spot for team building or networking activities. Good times and great vibes await your group!
Music Bingo Every Wednesday
Bring your friends and play this free, entertaining and popular twist on traditional bingo.
third ward beer garden catalano square 147 n broadway, milwaukee wed - fri: 3pm-9pm sat: noon-9pm • sun: noon-6pm craft beer | cocktails | wine
LiveMusic LiveMusic
UPCOMING EVENTS SPRING 2026
GALLERY NIGHT MKE
APRIL 17 & 18
Spring into the season by art hopping 50+ galleries throughout the Historic Third Ward, Walker’s Point, East Town and surrounding neighborhoods during Gallery Night MKE on Friday, April 17, and Saturday, April 18. Explore all participating venues — from traditional galleries to exciting pop-up locations — by visiting the website to plan your gallery night (and day). gallerynightmke.comIS THIS A ROOM
IS THIS A ROOM
MARCH 20-APRIL 5
A real-life interrogation unfolds word for word in this gripping Broadway thriller based entirely on an FBI transcript, capturing the moment Reality Leigh Winner went from veteran to accused whistleblower. milwaukeechambertheatre.org
BAREFOOT IN THE PARK
MARCH 22-APRIL 12
Newlyweds Paul, a proper young lawyer, and Corie, a romantic free spirit, are thrilled to move into their new Manhattan apartment — a tiny, sixth-floor walk-up with no heat and a hole in the skylight. Bliss turns to chaos after a blind date between Corie’s mother and their dashing upstairs neighbor forces the couple to confront their differences in this side-splitting, romantic comedy. rtwmke.org
PHOTO BY ARTDOSE MAGAZINE / FRANK JUÁREZ
UPCOMING EVENTS
SPRING 2026
MARKET UNPLUGGED
APRIL 10
You’ve experienced magical nights under the I-794 freeway at Riverwalk Commons Concert Series, now comes a cozy and intimate night on the second floor of the Milwaukee Public Market. The final evening of “Market Unplugged” will feature Milwaukee musicians Wave Chapelle and Violet Wilder at this free and open to the public event. In partnership with Radio Milwaukee, a DJ from our iconic public radio station performs at 5 p.m., with the main event beginning at 6 p.m. milwaukeepublicmarket.org/events
A ROCKIN’ MIDSUMMER NIGHTS DREAM
APRIL 10-26
Experience a brand new take on William Shakespeare’s beloved comedy. Journey from ancient Athens into the woods and back again as we follow impassioned lovers, hilarious rustics, fantastical spirits and feuding royalty. It’s a magical, rock ’n’ roll rendition of one of the greatest and most-performed plays of all time. skylightmusictheatre.org
DINNER WITH THE DUCHESS
APRIL 22-MAY 17
At the end of a storied career, violin virtuoso Margaret gives her final interview to a young reporter. As the evening wears on, Margaret must confront secrets and ghosts of the past to face an impossible question: How will she be remembered? Nick Green’s tense, personal drama explores whether the artist or her art defines a legacy. nextacttheatre.org
A RAISIN IN THE SUN
MAY 8-24
Following one Black family’s fight to turn dreams into dignity on the South Side of Chicago, Lorraine Hansberry’s landmark drama is a timeless portrait of hope, struggle, and the right to dream — that still speaks volumes about who gets to build a future. milwaukeechambertheatre.org
FESTIVAL OF FLOWERS
MAY 16
Celebrate all things floral at Riverwalk Commons with local live music, activities for the whole family, gorgeous photo opps, a makers marketplace, and so much more at this free and open to the public event.
milwaukeepublicmarket.org
FESTIVAL OF FLOWERS
THIRD WARD SHOP, SIP & SAVOR
MAY 30-31
Take a trip through the neighborhood as we celebrate our incredible local business community. Pick up a map at any participating business, then explore the neighborhood on foot while enjoying live outdoor entertainment, activations, and exciting promotions and events at our shops, restaurants, galleries and more. Plus, make a $20+ purchase at at least four businesses over the weekend to enter to win one of three Historic Third Ward Association 50th Anniversary packages — stuffed with goodies from local businesses — each valued at $500. historicthirdward.org/happenings
UPAF RIDE FOR THE ARTS
MAY 31
The UPAF Ride for the Arts is more than just a ride – it’s an opportunity for friends, families and coworkers to have fun and support our region’s world-class performing arts organizations. Bike the Hoan and support the arts on the 20-mile Hoan Loop Course where bikes rule the road! upaf.org
RIVERWALK COMMONS CONCERT SERIES
JUNE 2, 16, 30, JULY 14, 28
Live beats and great eats are only steps away on select Tuesday nights throughout the summer. The Riverwalk Commons Concert Series is a free event, celebrating local music, food and community. milwaukeepublicmarket.org
PARKER MCCOLLUM
JUNE 4
The Austin-based country singer and multiinstrumentalist brings his critically-acclaimed act to Milwaukee at the BMO Pavillion. bmopavilion.com/concerts
ROCK ON TO WELLNESS
JUNE 13
Go with the flow during a full day of free wellness activities including a full body workout from Orangetheory Fitness, yoga and meditation — plus live music and giveaways from local wellness businesses. milwaukeeworldfestival.com/find-events/ calendar
GARTH BROOKS
JUNE 16-17
Kick off the first week of Summerfest with the country singer-songwriter Garth Brooks for two electric nights at the American Family Insurance Amphitheater. amfamamp.com/concerts
MILWAUKEE AIR & WATER SHOW
JULY 25-26
Spectate the thrill of aerial acrobatics at one of the nation’s top air shows from the Milwaukee Lakefront at this free and open to the public event. mkeairwatershow.com
SAVE THE DATE
AUGUST 7-9
Something big is coming to Catalano Square… We’re planning a three-day celebration in honor of the HTWA’s 50th anniversary — and you’ll want to be there. We can’t wait to tell you about it, but not quite yet. Follow @historicthirdward and be ready on May 1 for the full reveal!
ROCK ON TO WELLNESS
UPAF RIDE FOR THE ARTS
MARK
PRIDEFEST
JUNE 4-6
Celebrate Milwaukee’s vibrant LGBTQIA+ community with live music, food and drink, non-stop dancing and so much more. pridefest.com
POLISH FEST
JUNE 12-14
Polish Fest brings a taste of Poland to Henry W. Maier Festival Park through a living educational showcase of the arts, culture and tradition that is uniquely Polish. polishfest.org
SUMMERFEST
JUNE 18-20, JUNE 25-27 AND JULY 2-4
The world’s largest music festival returns for three wild weekends of live music from 600 artists, local food and so much fun under the sun at Summerfest. summerfest.com
SUMMERFEST TECHAI
JUNE 23-26
Summerfest Tech champions the regional business community while spotlighting Wisconsin’s growing reputation as a tech hub, highlighting the growth and opportunity in the region. Programming from local, regional, and national speakers and a cash-prize pitch competition connects the tech community around relevant topics. summerfest-tech.com
FESTA ITALIANA
JULY 10-12
Returning to the sunny days of Milwaukee summer in 2026, don’t miss the Cucina Showcase, heritage/cultural exhibits, Italian Idol, Sunday Mass, entertainment and so much more at this celebration of Italian heritage. iccmilwaukee.com/festa-italiana
SMOKE ON THE WATER
JULY 12
When BBQ meets brews, you know it’s a good time on the lakefront! Chow down on some of Milwaukee’s best barbecue, sample some bevvies and listen to rock ‘n’ roll music from festival favorite Bobby Friss at the Uline Warehouse stage. www.milwaukeeworldfestival. com/smoke-on-the-water
SUMMERFEST
GERMAN FEST
JULY 24-26
At the largest German festival in the United States, you have the unique opportunity to immerse yourself in authentic German cuisine, lively entertainment, a dachshund derby, dancing und so much more along our beautiful lakefront. germanfest.com
BLACK ARTS FEST MKE
AUGUST 1
Celebrate the deep roots of African Heritage and the creativity of Black Cultural Arts at this dynamic ethnic festival. Bring the whole family for kids activities, cultural talent showcases including poetry readings and live reggae, music from local and national artists and more. blackartsfestmke.com
IRISH FEST
AUGUST 13-16
Transport yourself to Ireland from the shores of Lake Michigan at Irish Fest: Live music from Irish, Scottish and Irish American artists, cultural activities, authentic food and endless craic at Henry Maier Festival Park. irishfest.com
MEXICAN FIESTA
AUGUST 21-23
Mexican Fiesta brings the sound, culture and taste of México to Milwaukee’s lakefront with three days of fun, food, Mariachi and fiesta for everyone. mexicanfiesta.org
THERE’S ALWAYS SOMETHING EXCITING POPPING UP IN THE HISTORIC THIRD WARD.
The best way to stay up to date? Check out our Happenings page often on historicthirdward.org, we update it almost daily! Scan the QR code to explore all current and upcoming events in the neighborhood.
THE SCENE
There’s always something happening in the Historic Third Ward. The best way to stay in the know? Become a Historic Third Ward Association (HTWA) member!
From exclusive member perks to members-only events and key communication that keeps you up to date on new business openings, neighborhood news and so much more, membership for residents and businesses is your inside access.
Scan the QR code or visit htwa.wildapricot.org/ join-us to enjoy the benefits of membership today!
1. Art lovers immersed themselves in two days of art and inspiration at 50+ venues during October and January’s Gallery Night MKE events. From non-traditional pop-up venues to fan-favorite galleries across the Historic Third Ward, Walker’s Point, East Town and more, hundreds stepped off the streets into creative spaces and places to embrace the abstract. Photo by Artdose magazine / Frank Juárez.
2. Biannual HTWAccess events invite Third Ward businesses to meet with HTWA staff and special guests — like the Milwaukee Public Market’s Marketing & Communications Manager Paige Hammond — to discuss marketing tips, tricks and promotions to elevate their business in our bustling neighborhood.
3. As 2025 drew to a close, hundreds of HTWA members (like HTWA Board Member Danielle Fuentes, and resident members Bryan Johnsen and Emma Strong) gathered on the second floor of the Milwaukee Public Market at our annual Holiday Jingle & Mingle. Together, we celebrated another year in the Historic Third Ward with expertly catered food from the Market’s vendors, live music, and warm company from fellow community members.
4. HTWA staff members (like Membership & Administrative Coordinator Katerina Eilers, shown here) hosted two pop-up shops for its new limited-edition Historic Third Ward merchandise. Broadway Paper and the Milwaukee Public Market (during its February Market Unplugged event) both played host to the
shops, which feature tees, crewnecks, coffee mugs, caps, dog bandanas and stickers. The merchandise will be on sale throughout the HTWA’s 50th anniversary year!
5. On a chilly November evening, HTWA members joined us to celebrate the release of our Fall/Winter edition of THREE Magazine at neighborhood favorite, The Wicked Hop. Guests enjoyed special drink promotions and met with fellow HTWA members while getting a first look at the new publication and our new merchandise line. (Top, left to right): Resident members Brian Nelson, Dean Mouradian, Deena Wojtkowski and Clif Albino; (above, left to right): Resident members Dan Fetherston and Laura Wing, and HTWA Board Member Tracey Wadsworth.
6. Our annual holiday event turned into a real life Hallmark movie this December: Just minutes after Santa lit the tree with his magic, snow fell and engulfed Catalano Square in a snowglobe of wonder and merriment. Attendees enjoyed warm beverages like classic hot cocoa and mulled wine from Café Benelux, live reindeer, photos with Santa, a cookie sale benefitting Ronald McDonald House Charities and so much more. Christmas in the Ward was presented by Nicolet Law.
7. Resident and Business members each gathered for the first HTWA Member Meetings of 2026 at Onesto and the Milwaukee Public Market, respectively. Public safety, upcoming development projects, our 50th anniversary programming, and much more was discussed as the HTWA staff kicked off its golden year.
QUICK BITES
THE LATEST NEIGHBORHOOD NEWS OF NOTE
By Molly Snyder and Jordan Dechambre
MILESTONES
The Historic Third Ward Association (HTWA) is celebrating its golden anniversary in 2026 after supporting and promoting Milwaukee’s Historic Third Ward neighborhood for 50 years. The nonprofit organization was formed in 1976 to develop and sustain an innovative, livable and exciting mixed-use, urban neighborhood –while preserving its historic character.
“The Historic Third Ward is a shining example of nurturing a shared vision between private and public stakeholders for the last 50 years,” says HTWA Executive Director Jim Plaisted.
The organization built its success with dynamic events and marketing via publications (like the one you’re reading!), websites, social media and advertising.
“THE HTWA’S GREATEST STRENGTH IS ITS ABILITY TO EFFECTIVELY COMMUNICATE AND PROMOTE WHAT IS GOING ON IN THE THIRD WARD,” SAYS JOSEPH GOODE, HISTORIC THIRD WARD ASSOCIATION PRESIDENT AND MANAGING PARTNER OF LAFFEY, LEITNER & GOODE, A LAW FIRM IN THE NEIGHBORHOOD.
Multiple times a year, the HTWA fosters community joy and draws in thousands of visitors by organizing Gallery Night MKE, the Third Ward Art Festival (with Amdur Productions), Christmas in the Ward and its Gather long table dinner. Steadfast in its mission, the HTWA advocates for the economic vitality of the neighborhood, providing resources and networking opportunities for local businesses.
CASSIS, PHOTOGRAPHY BY KEVIN J. MIYAZAKI
“My law firm has been in the Third Ward for 10 years now, and I can state unequivocally that my employees love coming to work here,” says Goode. “That feeling is the result of the hard work of the Historic Third Ward Association and its highly skilled staff.”
The HTWA offers a rewarding membership program, in which members receive access to networking events, community leadership opportunities, topical seminars, and opportunities to be involved in neighborhood initiatives. Public events to commemorate the five-decade milestone are in the works and will be announced throughout the year.
“Fifty years marks the beginning of the collective effort that preserved and developed the Historic Third Ward into the dynamic neighborhood it is today. It’s a moment to honor the people, stories and investment that made that progress possible,” says Plaisted. “It was the vision of the founders in the late ‘70s and early ‘80s, and our charge is to continue this momentum into the future.”
The Journeyman Hotel, 301 E. Chicago St., rings in 10 years of business this year — but for the folks working behind the scenes, it’s much more than a measure of time. “It’s a celebration of the people who have shaped our soul: Our dedicated team and the loyal locals who call us home,” says Adam Tremble, Director of Sales & Marketing for the hotel.
To honor this achievement, the luxury boutique hotel is revisiting its roots in craftsmanship. The plan will bring together the flavors of Tre Rivali, the skyline views of The Outsider, and the curated spirit of The Journeyman.
According to Tremble, the hotel’s growth isn’t measured solely in occupancy rates. It’s also about the evolution of its style, culinary offerings, and connectivity to the Third Ward neighborhood. “The Journeyman feels lived-in. It is a space that celebrates natural leather and reclaimed wood –materials that only grow more beautiful with time, much like the storied history of the Third Ward itself,” says Tremble. “The next 10 years will likely see it leaning even further into sustainability and deep-rooted local partnerships, ensuring that The
Journeyman continues to travel forward without losing sight of where it started.”
In honor of the 10-year milestone, The Journeyman Hotel partnered with Skylight Music Theatre to offer guests exclusive dinner and staycation packages, featuring discounted show tickets with preferential seating, a pre-theatre dinner for two at Tre Rivali, and more. “This partnership provides guests an exceptional meal, an inspiring performance, and a beautiful place to stay — all seamlessly connected and intentional from start to finish,” says Skylight Music Theatre Executive Director Susan Varela.
WELCOME
Chef-owner Kyle Knall opened Cassis (with his wife, Meghan) in January at 333 Water, bringing a French bistro to the neighborhood. “Cassis was inspired by my love for classic French bistros — timeless, welcoming places where you can enjoy great food and wine in a relaxed setting,” says Knall. “After building Birch, I wanted to create something rooted in tradition and everyday hospitality.”
According to Knall, he and Meghan chose the Third Ward for its strong sense of community and energy. “It’s a place where people live, work, and gather — which makes it ideal for a neighborhood bistro that feels both local and special.”
The menu features favorites like steak frites, roast chicken, pastas, seafood, with sauces, broths, and
TRE RIVALI PRE-THEATRE MENU
a Burgundy- and Champagne-focused wine list. Knall says the thoughtful lighting, tile, and tableware create a “warm, comfortable, and timeless” room where guests feel “taken care of and eager to return.”
La Masa Empanada Bar opened at the Milwaukee Public Market in February with an Argentine-inspired concept. The reimagined stall near the central staircase features oven-baked empanadas, a dine-in bar, and a sangria tap tower, plus murals by Wisconsin artist Colleen Drew — including Fernando, the beloved Fernet-Branca crocodile mascot.
Kashikar’s mission is to bring joy and beauty to daily life.
More than 20 varieties of empanadas range from beef barbacoa to soy chorizo y potato, alongside mini and dessert options and gluten-free bowls. A craft beverage program spotlights mojitos, pisco sours, caipirinhas, and to-go sangria.
“It’s a fusion space where locals and visitors can meet for a little Latin inspiration with a Wisconsin twist,” says co-owner Megan Todd.
Reva Kashikar quietly launched Agni Clayworks from her home basement in the summer of 2024. About a year later, she moved her production studio to the Landmark Building, 316 N. Milwaukee St. “We’ve been, slowly but surely, refining our space to be a production space rooted in creativity, experimentation and collaboration,” says Kashikar.
Agni Clayworks specializes in handmade, smallbatch ceramic items for the home, including plates, mugs, spoon rests, soap dishes, planters and butter crocks. All of the pieces are made from hand-drawn patterns and are inspired by global aesthetics.
For now, Agni Clayworks is open to the public by appointment only, but Kashikar says she hopes to offer regular hours, Gallery Night MKE pop-ups and a small retail area this year.
“Even though we have limited hours open to the public, we wanted to be in an area where we were surrounded by other small business owners and artists,” says Kashikar. “We chose the Third Ward because it’s a vibrant, creative community where we could meet new people and find inspiration.”
The former Bavette La Boucherie space, 217 N. Broadway, is slated to become a restaurant and bar named Wela. The owners are also associated with Thai-namite restaurants. At the time of publication, Wela is slated to open in April.
Starting May 30, Captain Andrew Sadock and his crew will unfurl the sails of Red Witch Sailing. The unique sail boating experience takes place on a vintage yacht, and will offer both public and private sails on Lake Michigan.
“We offer pure sailing adventures. The minute we leave the harbor, we turn off the engine and let the sails fill with wind, propelling the vessel safely and comfortably on Lake Michigan,” says Sadock.
During the sail, the captain will share sailing history, fundamentals of sailing navigation, weather prediction and more. Private Events
LA MASA EMPANADA BAR
can be custom-tailored to include multicourse meals or guests can bring their own food and drink.
“We offer a world-class sailing experience at affordable prices, so virtually anyone can enjoy this,” says Sadock.
GOODBYE, BAVETTE
After 13 years of business, Chef Karen Bell, owner of Bavette La Boucherie, decided it was time to hang up the apron. The beloved butcher shop and restaurant closed on Saturday, Jan. 17, following many weeks of heartbroken diners filing in for one last meal.
Shuttering service wasn’t an easy decision for Bell, who is giving herself the space to decide her next move. For now, she is enjoying more time with her family.
“I’ll miss the joy of welcoming people into this space and connecting with them through food, of seeing strangers become regulars and regulars become friends,” says Bell.
Although saying goodbye is difficult, Bavette will forever be a delicious and delightful piece of the Third Ward’s history. “More than anything, I’ll miss being part of a community that came together here, day after day,” says Bell.
THE WELA TEAM
50 YEARS OF HTWA
AS THE HISTORIC THIRD WARD ASSOCIATION CELEBRATES FIVE DECADES OF NEIGHBORHOOD ADVOCACY AND COMMUNITY CONNECTION, WE LOOK BACK AT THE PAST 50 YEARS WITH SOME OF THE VISIONARIES WHO SPARKED THE DISTRICT’S REVIVAL
By Bobby Tanzilo of OnMilwaukee.com
Visit the Historic Third Ward on any Saturday and you’ll find a neighborhood that’s vibrant and bustling. Retail is booming. Bars and restaurants overflow with customers. The Milwaukee Public Market — one of the top tourist draws in
Southeastern Wisconsin — is bursting at the seams with tourists and residents alike. Offices are open, students roll in and out of MIAD, and art galleries and theater companies buzz with activity.
Weather permitting, the Riverwalk park clacks with the sound of pickleballers, while across the river dogs frolic in the Downtown Milwaukee Dog Park. When summer festival season is in full swing, Catalano Square’s Third Ward Beer Garden is frothy with revelers, and throngs flood to and from Henry Maier Festival Park.
But it didn’t happen overnight.
A NEIGHBORHOOD REBORN
This is not your parents’ Third Ward. Back in the 1970s, it was an industrial area with a few nightclubs in old factory buildings, a handful of artists working in studio lofts, and a large swath of the eastern neighborhood occupied only by railroad tracks.
Fifty years ago this year, the Historic Third Ward Association was founded, beginning the work of paving the way for the transformation of a once-vital neighborhood that had been flattened by urban renewal.
Today, the Third Ward is more vibrant than ever. The journey here wasn’t quick — but it was steady — thanks to the people behind the HTWA.
Director of The Hoan Group (and Newaukee founder) Ian Abston perhaps said it best at the 2019 HTWA annual meeting: “The Historic Third Ward is an overnight success, 30 years in the making.”
“THIS SUCCESS WAS NOT INEVITABLE,” NOTES CURRENT ALDERMAN BOB BAUMAN. “THIRTY YEARS AGO THE THIRD WARD HAD THREE REGISTERED VOTERS. FORTY YEARS AGO THE THEN-THIRD WARD ALDERMAN PROPOSED DESIGNATING THE WARD AS THE CITY’S RED LIGHT DISTRICT.”
Hard as it might be to believe today, all of that is true.
AT RISK OF ERASURE
In the summer of 1975, the City of Milwaukee’s Redevelopment Authority voted to tear down Commission Row as part of a $1.2 million plan. The city would purchase all the buildings on both sides of Broadway between St. Paul Avenue and Buffalo Street and raze them.
“Public officials have called the street an eyesore,” a 1975 Sentinel article said. “A team of five city building inspectors recently went through the buildings along the street and found more than 300 code violations.”
While the City Landmarks Commission sought historic designation for the Third Ward, the article noted, “the Urban Real Design Group suggested the street be turned into a tourist attraction, as has been done in other cities.”
Ald. Kevin O’Connor believed the space would be best utilized for commercial and manufacturing development. When that plan failed to move forward, O’Connor had another idea.
According to a 1985 Milwaukee Journal article, O’Connor believed the Third Ward “would be a good place to locate an adult entertainment district to keep massage parlors and X-rated movies out of other areas of this city.”
A GRASSROOTS RESISTANCE
But some in the Third Ward were not about to let that happen — especially Isabelle (Izzy) Polacheck, whom the Journal described as a “71-year-old grandmother who also happen(ed) to be the chairwoman and president of Reliable Knitting Works.”
“Izzy gathered together her neighbors in absolutely the best activist way,” O’Connor recalled in the Journal article. “There was no hysteria. She simply revealed the dynamic activity behind the brick facade and showed this was not an abandoned area.”
Polacheck — known to her employees as Miss P — decided the neighborhood needed to organize, leading to the creation of the Historic Third Ward Association in 1976.
“AT THAT TIME, THEY NEEDED AN ORGANIZED ASSOCIATION TO HAVE A UNIFIED VOICE AT CITY HALL,” SAYS KATHY BAILLARGEON, AN EARLY EXECUTIVE DIRECTOR OF THE HTWA FROM 1986 TO 1988.
A VIEW OF NORTH WATER STREET IN 1976. PHOTO COURTESY OF THE MILWAUKEE JOURNAL SENTINEL
Among those Polacheck rallied were Harry Demorest, who owned Northwestern Coffee Mills on Broadway, and — according to Joan Zepecki, HTWA’s executive director from 1988 to 1995 — other key figures including George Meyer, Jeff and Judy Posner, Peter Renner, Herman Weingrod, Frank Krejci, Scott Sampson, attorney Nancy Haggerty, and longtime Ald. Paul Henningsen.
“What was really impressive to me were the individuals who were trying to open stores on the first level, and were basically living on the second level, of these buildings,” says Krejci, who joined the HTWA board in the ‘80s. “Nothing happened in the Ward except for these entrepreneurs, and I give them a ton of credit. The HTWA board was probably the most enthusiastic board I’ve ever been on. They were really trying to pull things up by their bootstraps.”
To give you an example, according to Krejci, the board voted to create a “business improvement district” (BID #2) to put a commercial property assessment tax on themselves to enhance the area. They were doing everything they could to turn the Third Ward around.
“The business community said, ‘We’ve got to start somewhere,’” says Krejci.
In 1985, Polacheck mused, “If I’ve done nothing else but keep (the massage parlors, etc.) out, I’m proud. We were nobodies, small businessmen with no clout. It was a really good feeling that we could do something; that people care about the community and about keeping some dignity in the community.”
SLOW, STEADY PROGRESS
The HTWA proved to be a force to reckon with. Though progress may have seemed glacial at times, looking back it’s remarkable to see how steady it was.
While hopes of building the Bradley Center on the old train coach yards on the east side of the Third
EINAR TANGEN
FORMER HTWA PRESIDENT (1995–2001)
FORMER BID #2 BOARD CHAIR (1997-2005)
Q. What was your role in forming or the early guiding of the HTWA?
A. My involvement in Milwaukee’s Historic Third Ward came during one of its most pivotal periods of transformation. Together, these roles (HTWA board president and BID #2 board chair) placed me at the center of a complex, often challenging but deeply rewarding effort to help guide the Ward from its past into a vibrant future.
Q. What were the biggest challenges you faced in that work?
A. The biggest challenge was managing change. New ideas often collided with entrenched interests, and moving projects forward required patience, persistence, and a willingness to take on additional responsibilities — including chairing the city’s Board of Zoning Appeals and later the Debt Commission. My grandmother’s advice guided me: Never start anything unless you are willing to do what is necessary to see it through. What I intended to do in five years unfortunately took 12, but since then — under Ron San Felippo and many others — the Ward has continued to rise.
Q. What do you feel was your long-term impact on the Ward?
A. The projects undertaken during this period had lasting economic and architectural impact — including the Milwaukee Public Market, the Riverwalk, parking structures, economic growth, and architectural stewardship. While the work was often complex and at times frustrating, it was an honor to be part of the Third Ward’s revival.
Ward didn’t come to fruition in 1985, plenty of other catalytic projects did.
In 1984 — the same year the Third Ward Historic District was nationally landmarked — La Boulangerie moved from Shorewood into a basement space on Broadway and, with the neighboring Broadway Bar & Grill, nearly doubled the area’s dining options.
Formed in 1987, Milwaukee Business Improvement District #2 was created to give Third Ward property owners a collective way to invest in the neighborhood’s future through enhanced services, maintenance, and promotion. The BID helped stabilize the area during a period of transition and laid critical groundwork for the Third Ward’s revival as a clean, safe, and economically vibrant mixed-use district.
In 1988, a quartet of vintage buildings was renovated into The Broadway, adding more than 100 condominiums. Two years later, the Italian Community Center opened on the former coach yards to the east, relocating from the Upper East Side to the city’s historically Italian immigrant neighborhood.
In 1992, the Milwaukee Institute of Art & Design opened in the former Marine Terminal Building at the southern end of the Ward. That same year, a $3.4 million streetscaping project created Catalano Square, added new street lamps and trash bins, and delivered other upgrades now seen as a major advancement for the neighborhood.
“THE STREETSCAPE PROJECT GAVE THE HISTORIC THIRD WARD A SIGNIFICANT IDENTITY THAT HELPED SPUR REDEVELOPMENT AND NEW DEVELOPMENT WITHIN THE AREA,” ZEPECKI SAYS.
She adds that a new parking structure on Milwaukee Street in 1994 allowed for numerous new tenants to relocate in the Historic Third Ward, like EUA purchasing a building and moving into the neighborhood where they still are today.
“In addition to artists and galleries, architectural studios and graphic design firms were drawn to the Ward,” she says. “That concentration of creatives remains today.”
MOMENTUM BUILDS
The developments kept coming.
The Milwaukee Ale House opened on Water Street in 1997, adding another dining option, helping activate the street, and significantly creating a riverfront patio that demonstrated the value of a Riverwalk extension. That extension opened in 2004, a year before the Milwaukee Public Market arrived. In 2016, the Kimpton Journeyman Hotel opened on a former surface parking lot.
In 2020, the Milwaukee Public Market, BID #2 and Milwaukee Downtown BID #21 unveiled a series of murals beneath the I-794 freeway spur. Dubbed Brighten the Passage, the works helped reconnect the Third Ward to East Town.
THE O’KEEFE ERA
Much of this work occurred under the watchful eye of Nancy O’Keefe, who replaced Zepecki as executive director in 1996 and served until 2017.
Einar Tangen — who served as president of the Historic Third Ward Association from 1995 to 2001 and as chairman of the
NANCY O’KEEFE
FORMER HTWA EXECUTIVE DIRECTOR (1996-2017)
Q. Do you have a memorable story to share from the early days of the HTWA?
A. There is not one fond memory I can tell you about without coming up with another, and another. The Third Ward was my second home and my life was there. I knew the streets and every building and parking lot in the neighborhood. I even knew the dockwalls! I knew the property owners, businesses and residents.
I loved doing events. When I actually got a 30-foot tree for Catalano Square for Christmas in the Ward I was utterly thrilled! When I did the first Summer Sizzle Jazz Festival it was extremely exciting to see over 5,000 people in Catalano Square watching the headliner. Seeing so many people out and about gave me the best feeling in the world. Of course, the hanging baskets were the icing on the cake. Looking back at my 21 years in the Ward is just one big fond memory.
ward’s Business Improvement District #2 — calls O’Keefe the “secret sauce” of the Third Ward’s success, citing not only her role in development but also her event-planning prowess.
“While planning is the essence of success, life is dynamic, so you have to react,” he says. “At a certain point, the East Town Association decided for budgetary reasons to give up Gallery Night. After a short discussion with Nancy and the board, we decided to take it over but keep it as a collaborative event involving the downtown associations and BIDs.
“As the Third Ward gentrified, we were losing art galleries and artists. This was an attempt to keep and support a valued constituency that had
created the character and attraction of the Third Ward. Due to the efforts of Nancy and her team, the event has become a regular fixture.”
Ask O’Keefe about the Ward’s successes during her tenure and she mentions the streetscaping work and the parking structure — but she also points to hands-on efforts that defined her approach.
“There were a lot of empty buildings,” she recalls. “Broadway was the hub and had the most retail and action. There were other businesses on various streets, but it was a very quiet place and kind of eerie east of Milwaukee Street. We worked on a database of the buildings and then actually went into all the buildings to find out who was in them.”
That door-to-door effort led to a business directory.
“That was a great start for us,” O’Keefe says. “Now we knew how many businesses were actually down here and we had a way of contacting them. Next, we did the same thing for retail and restaurants and came up with the merchant directory.”
HTWA helped retailers with advertising, promoted events, and hired someone to remove graffiti. “We all worked together,” O’Keefe recalls. “Then I decided we needed to plant flowers to enhance the neighborhood. We also had residents who joined in later, and we started pulling out weeds— even in the alleys.” What O’Keefe modestly omits is that she would rise at 4 a.m. to water plants, care for hanging baskets, and pull weeds herself.
“This all started us on a great road of keeping the Ward neat and tidy,” she says. “People made nice comments; we were happy. By doing these programs, I got to know a lot of people in the neighborhood — especially property owners who didn’t have tenants — and this also got them thinking about fixing up their buildings.
“I am most proud of how we have a thriving neighborhood again.”
LOOKING AHEAD
When O’Keefe retired, she was succeeded by Jim Plaisted, who serves as executive director today — standing on the shoulders of Polacheck, O’Keefe and others who laid the foundation.
He admits, the work is not over.
“WHEN YOU THINK ABOUT THE NEXT 50 YEARS OF THE HISTORIC THIRD WARD, IT’S CLEAR WE’RE ENTERING ANOTHER PIVOTAL CHAPTER,” PLAISTED SAYS.
“The neighborhood has matured significantly since our last Neighborhood Comprehensive Plan was completed in 2005. Updating that plan is essential if we want to guide the next phase of growth in a thoughtful, coordinated way that reflects current realities and long-term goals.”
RON SAN FELIPPO
BID #2 BOARD CHAIRMAN FORMER HTWA BOARD PRESIDENT (2002-2009)
Q. What were the biggest challenges you faced when serving on the HTWA board?
A. Following my predecessor Einar Tangen’s lead, the HTWA president position needed to be nearly full-time in those days given the limited, overworked but exceptionally talented staff led 24/7 by Nancy O’Keefe. We’ve always had really strong city support, which helped a ton. There were literally no residents in the Ward other than a few night boiler watchpersons in some of the mostly vacant old manufacturing buildings – now some of our nicest condos!
The HTWA developed and promoted materials and major events that put our neighborhood on the map – Gallery Night, Summer Sizzle and Christmas in The Ward are some of the big ones. The BID’s main role in those days was providing nearly all of the HTWA budget needs.
The overall challenge back then was to continue to work to change the neighborhood’s image from the
‘red light’ district concept put forth by a previous alderperson. That concept triggered the formation of the HTWA and, in a way, it turned out to be responsible for where we are today.
Q. Do you have a memorable story from the early days of the HTWA?
A. The funniest story I can remember was also an example of how passionate we could get at an oldtime HTWA board meeting. It involved grabbing a suit coat of one (unnamed) member as he was launching himself across the big table at another (unnamed) member amid one of our animated discussions. The second was the time Nancy O’Keefe ran a golf cart into a telephone pole at an early event. The only injury was to her pride.
ROBERT JOSEPH
FOUNDER
& CEO, JOSEPH PROPERTY DEVELOPMENT
Q. Tell us a bit about your connection to the Third Ward.
A. My connection to the Third Ward goes back to when I was a kid. I worked there for my grandfather, parking cars and maintaining parking lots during Summerfest — long before the neighborhood became what it is today. It was a well-defined area with seemingly endless vacant, underappreciated buildings. Even then, I was fascinated by the character of the old structures and what they could become. Those early experiences gave me a real appreciation for the area — and years later, an important lesson: Renovating old buildings is harder than it looks.
Q. What were the biggest challenges you faced in that work?
A. Renovating old buildings is never easy — each one has its own personality and its own problems. You have to hold its hand through the entire process, while the other hand is in your pocket. I am often adapting buildings for uses they were never designed for, requiring entirely new mechanical systems — modern heating, cooling, electrical, and life-safety — while still respecting their original structure and character. Those challenges are exactly what make the end product so special.
Q. What do you feel was your long-term impact on the Ward?
A. I believe our long-term impact was focusing on permanence over trends. We created lasting buildings. The goal was always to contribute to the neighborhood’s identity in a way that feels authentic, so that decades from now these buildings still make sense and continue to serve the Ward.
Q. Do you have a memorable story from the early days of the HTWA?
A. I have so many. One of my favorites was getting to know the guys who worked on Commission Row. They literally supplied the city with produce — up before dawn for decades, making deals with vendors across generations. Then here I came, approaching them about buying their buildings. Let’s just say they had more character than the buildings themselves.
For example, he says, the eastern portion of the neighborhood represents the next frontier.
“One of the biggest opportunities ahead is the eastern portion of the district, where there are still acres of surface parking lots,” he notes. “Those sites are ripe for development and represent a chance to add density, housing, jobs, and public spaces in a way that strengthens the neighborhood and better connects it to the Summerfest grounds and the lakefront.”
HTWA Board President Joesph Goode, a partner at Third Ward-based law firm Laffey, Leitner & Goode LLC, says the HTWA plays a pivotal role in strengthening the neighborhood — and the community at large — for years to come.
“We strive for clear and open communication to our constituents in serving as the backbone of this historic neighborhood. Whether it’s a social event designed to elevate the experience of our residents, the promotion of a new retail business for all to partake in, or messaging around public initiatives or concerns such as the I-794 discussion or public safety, the HTWA’s greatest strength is its ability to effectively communicate and promote what is going on in the Third Ward,” says Goode. “This communication platform enables us to build on the sense of community that we all seek in our daily lives.”
THE SUCCESS SO FAR IS INSPIRING NOT ONLY TO THIRD WARD RESIDENTS AND BUSINESS OWNERS, BUT TO THE CITY AS A WHOLE, PLAISTED SAYS.
“The Third Ward’s success has also served as a model for other neighborhoods, showing that thoughtful development, strong partnerships — including with the City of Milwaukee — and an emphasis on placemaking can create economic vitality while preserving authenticity. It’s been a catalyst not just for growth, but for a renewed sense of pride in Milwaukee as a whole.”
JOAN ZEPECKI
FORMER EXECUTIVE DIRECTOR, HTWA (1988-1995)
Q. What was your role in forming or the early guiding of the HTWA?
A. My responsibilities included managing daily operations, following board directives and setting policy, supervising staff, implementing an annual organizational budget of $2 million, and overseeing development within the Historic Warehouse District, valued at $100 million. I worked closely with City of Milwaukee elected officials and staff to establish a team approach to neighborhood development and management.
My charge included implementing the streetscaping project’s design and construction; creating and executing the Historic Third Ward Architectural Design Guidelines and Architectural Review Board; and planning, securing government approvals for, and overseeing construction of the first parking deck on Milwaukee and Chicago Streets.
I also managed numerous public events to raise the profile of the Historic Third Ward … I created the annual Christmas in the Ward event, programmed local musicians and entertainment in the mid-block parks on Broadway during lunch hours, and began a coordinated effort to sponsor and participate in quarterly Gallery Nights.
“Over the next several decades, the focus will be on balancing growth with existing stakeholders in mind — making sure the Third Ward continues to evolve without losing the character and authenticity that make it special. With an updated comprehensive plan and intentional development of these key areas, the Third Ward can remain a model for smart, sustainable urban development well into the future.”
Q. Do you have a memorable story from the early days of the HTWA?
A. One of the most fun and interesting experiences was the four-plus months the HTWA board “loaned me out” to the Warner Bros. production of the madefor-TV movie Dillinger,” starring Mark Harmon, in the summer of 1990. With approval from the mayor and the board, I worked as an assistant location manager — often 20 hours on and eight hours off, if I was lucky.
Because the film was set in the 1930s, extras wore period clothing, cars had to be removed from streets, and locations were secured through negotiations with property owners. While the hours were exhausting, I loved the challenge and excitement. The movie itself was disappointing, but Mark Harmon was a wonderful person who enjoyed the city and was incredibly kind — his only flaw being that he spent his days off attending Chicago Cubs games.
THEN & NOW
PART 1
By Bobby Tanzilo of OnMilwaukee.com
You wouldn’t recognize the Third Ward in some old photographs — particularly those showing the many homes that once existed throughout the neighborhood. These houses were home first to Irish immigrants and, later, to Italian immigrant families.
Yet other images are a reminder of just how well the neighborhood has adapted its historic industrial and commercial building stock for new uses, including restaurants, art galleries, apartments, shops, educational institutions, offices, and more.
This visual transformation reveals a blend of tradition and thoughtful new construction, showing how the Third Ward remains rooted in history and nostalgia even as it moves boldly into the future.
It also reflects the neighborhood’s return to its roots as a mixed residential and commercial district, with more and more residents moving in all the time.
“The Third Ward has shown a remarkable capacity for reinvention,” says historian John
Gurda. “Once a gritty manufacturing and wholesale district, the Ward has become a prime residential and cultural destination without losing its early-20th-century appearance. The Third Ward has had more lives than the luckiest cat.”
In part one of this two-part series, we take a look at five spaces and places that show how adaptive reuse has imbued old Milwaukee with new vigor.
1. BROADWAY THEATRE CENTER
THEN: The Broadway Theatre Center occupied a 1907 warehouse designed by architect Carl Ringer for grocery wholesaler O.R. Pieper and Company, along with an addition built in the early 1990s.
NOW: That addition houses the beautiful Cabot Theatre, inspired by a small-town French opera house. The Broadway Theatre Center — which also includes a black box theatre, as well as event, support, and office space — is home to Skylight Music Theatre and Milwaukee
Chamber Theatre. In 2004, the ashes of Skylight founder Clair Richardson were placed beneath the stage in a shrine that remains to this day.
DID YOU KNOW? In 1973, Chuck Cicirello rented the ground floor and opened The Factory — a gay nightclub that has since become legendary, according to the LGBT History Project. “The Factory was perfectly positioned to be a smash hit when the age of disco came,” the Project notes. “It opened with 2,400 square feet of public space, and about doubled over time.” Another fun fact? The building boasts a not-so-historic ghost sign — an ad for Sen-Sen on the north wall. The sign was painted in 1968 for the movie musical “Gaily, Gaily,” which was set around 1910 and filmed in part in Milwaukee.
ITS LASTING IMPACT: The Broadway Theatre Center helped kickstart the Third Ward’s performing arts scene and quickly became a favorite events venue. The site encompasses the Third Ward’s industrial and commercial roots, its LGBTQ+ history, and its artsfocused present.
2. ITALIAN COMMUNITY CENTER
THEN: Much of the land along the eastern edge of the Third Ward was long devoted to railroads — tracks leading to warehouses and the old Lake Front Station at the foot of Wisconsin Avenue, as well as routes running north and south through the city. A roundhouse once stood on the southern edge of what is now the Italian Community Center property. For many years, the Great Circus Parade unloaded its ornate wagons here, delighting countless Milwaukeeans of all ages.
NOW: Since 1990, the site has been home to the Italian Community Center, which hosts bocce leagues, dinners, meetings, and other events. The building is also a popular venue for catered weddings, parties, and celebrations.
DID YOU KNOW? Thanks to late Italian Community Center president Mario A. Carini, the building houses a vast collection of photographs documenting early Italian immigrants to Milwaukee. Many of these images adorn the walls of the center.
ITS LASTING IMPACT: After the Irish community was displaced by the devastating 1892 fire, newly arriving Italian immigrants took their place in the Ward. Primarily from Sicily and southern Italy, this community gave the neighborhood a distinctly Italian character for the first half of the 20th century.
PHOTO COURTESY OF BARTOLOTTA CATERING & EVENTS AT THE ITALIAN COMMUNITY CENTER
4. MILWAUKEE INSTITUTE OF ART & DESIGN
THEN: At the start of the 20th century, this riverfront stretch was home to a wide range of businesses, including factories producing wire, ink, and awnings, as well as a barrel repair and storage company and a printing house. By 1920, more than half the block had been replaced by architect Herman Esser’s sprawling Terminal Building, occupied by a printing company and an engineering school. A decade later, more than 10 retail, wholesale, and storage companies operated within the building.
NOW: Since 1992, the Terminal Building has been home to the Milwaukee Institute of Art & Design (MIAD), serving as a southern anchor of the Third Ward and its flagship educational institution. This is MIAD’s third location — opening in 1974 at Chicago and Milwaukee streets, and later moving to the corner of Water Street and St. Paul Avenue before finding its permanent home on Erie Street.
3. MILWAUKEE PUBLIC MARKET
THEN: From 1853 until 1980, the northeast corner of Water Street and St. Paul Avenue was occupied by the Cross Keys Hotel, which famously hosted Abraham Lincoln in 1859. By the 1960s, however, the parcel had fallen into disrepair. It was ultimately demolished and replaced by a parking lot.
NOW: Since October 2005, the site has been home to the Milwaukee Public Market. One of Southeast Wisconsin’s biggest attractions, its vendors sell everything from wine and seafood to bakery items, cheese, florals, spices and more. The Milwaukee Public Market welcomed nearly 2 million guests in 2025.
DID YOU KNOW? The Market is home to Professor Stein — the bear riding a bicycle on a tightrope — long a beloved feature of the former Grand Avenue Mall.
ITS LASTING IMPACT: The Market is a major draw for residents and tourists alike, anchoring the north side of the neighborhood. It hosted the International Public Markets Conference in 2025 and was named the #1 public market in the country by USA Today 10Best.
PHOTOS COURTESY OF MIAD
DID YOU KNOW? MIAD has a nationally lauded industrial (product) design program. In 2025, four student designs were patented by Delta Faucet Company.
ITS LASTING IMPACT: MIAD brings nearly 1,000 students to the Third Ward each day, with more than 300 living in the Two50Two Student Apartments on Erie Street. It is a cornerstone of the neighborhood’s creative spirit, collaborating in 2025 to bring holiday windows to life at the Milwaukee Public Market.
5. CATALANO SQUARE
THEN: In 1910, what is now known as Catalano Square was a sparsely developed tract of land featuring a saloon, a few homes and buildings, a wagon-painting shop, and a shed. In 1929, the area was bisected by the construction of Young Street, and it remained largely unchanged for the next 60 years.
NOW: In 1992, the space became Catalano Square, created by closing a small stretch of Broadway during a streetscaping project. Today, it serves as a gathering place for picnics, dog walkers, and even outdoor fitness classes. In 2023, the park welcomed the Third Ward Beer Garden — a container bar with live music that draws visitors from near and far.
DID YOU KNOW? The square is named for the Catalano brothers, Italian immigrants who settled in the Third Ward and helped spark the boom in produce and wholesale food vendors that once thrived on Broadway’s Commission Row. It’s also technically a triangle, not a square.
ITS LASTING IMPACT: Catalano Square Park is getting a makeover! Funded through the
City of Milwaukee via Tax Incremental District (TID) #56, the popular park is being redesigned by SmithGroup to enhance the park’s functionality, accessibility, and public experience. Reflecting continued investment in the public infrastructure of the Historic Third Ward, the redesign is part of a broader series of public improvement projects planned for 2026–2027. Additional planned improvements include a street redesign of Water Street between the Milwaukee River and Clybourn Street and new bikeways on East Corcoran Avenue and North Jefferson Street.
PHOTO BY BOBBY TANZILO
