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(architecture, cont.) Griswold praises the recent architectural initiatives downtown for breaking the trend of the 1980s and 1990s to make historical replicas of buildings, opting instead for original designs that complement existing structures rather than attempting to recreate them. Now, he says, designs are raising the bar by becoming more avant-garde. “On-the-edge and modern architecture portrays a new image of Milwaukee, as a city where technology and jobs and modern design are happening,” Griswold says. The old “beer and brats” stereotype is now being placed alongside a more sophisticated culture. New residents are being drawn to Milwaukee thanks to this sophisticated and modern appeal. According to MilwaukeeDowntown.com, nearly 2,500 new apartments, condos, town homes and lofts have been constructed in the downtown area within the last three years. David Fantle of the Greater Milwaukee Convention and Tourism Bureau says new housing in the RiverWalk district is helping to provide an incentive for young professionals to live and work in Milwaukee. “Urban living is becoming ‘in’ again,” Fantle says. “You have to have viable amenities to attract and keep young talent in Milwaukee.” These amenities include good jobs, as well as culture, arts and nightlife, all of which Milwaukee is working to develop with architectural and development projects like the RiverWalk, Historic Third Ward and Milwaukee Art Museum. These development projects have not been undertaken without a rather large price tag. The addition to the Milwaukee Art Museum cost more than $100 million to build, and estimates for the Pier Wisconsin Center reach $46 million. While this money could be just as easily spent for projects and programs to improve other aspects of downtown Milwaukee, those involved in the decision-making processes for the projects say that while the cost is high, the city will benefit in the long run. As long as the projects make people want to live, visit and work in Milwaukee, the money spent on design and architecture is worth it. Nichols says when these buildings are expected to withstand the test of time, make tenants proud and promote the civic community, “Why wouldn’t you want it to be the most beautiful design you could afford? It’s an investment in the community.” Phillips agrees that monetary investment is an important factor in the building’s ultimate function. Pier Wisconsin invested a lot of money in the design of the Pier Wisconsin Center, says Phillips, because “it’s a premier spot in the city of Milwaukee. The value of the real estate deserves the value of a building.” Phillips says the new Pier Wisconsin Center is scheduled to open its main section in fall 2005, and will finish the round portion of the building that houses the aquarium and hanging schooner in spring 2006. Milwaukee shows no sign of slowing down in the quest to evolve its image. Nielson says that the next projects include the Third Ward Public Market, a Harley Davidson Museum and the redevelopment of 27 dormant buildings at the site of the former Pabst Brewery. The finished project will be a million square feet of condos, theaters, restaurants, retail and nightlife attractions, tentatively scheduled to open in 2006 and 2007.
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