Event Recap


Forum hosts Viewpoint on the future of Century City

By Therese Schneider

Around 150 people attended our Viewpoint Luncheon: What is the Future of Century City? on Wednesday, December 4 at Potawatomi Hotel & Casino.

Milwaukee’s 84-acre Century City business park has seen more than $40 million of public investment since 2009, but the pace of attracting tenants has been slow. Good City Brewing’s decision last year to relocate its offices to Century City provided new hope, but Strauss Brands’ recent decision to drop plans for a new production facility has raised new questions about the business park’s future.

The event explored whether Century City is poised to turn the corner, or if the challenges posed by its lack of highway access and neighborhood concerns – as well as the recent turmoil over Strauss Brands – continue to hold it back? Will the site’s location within an Opportunity Zone make a difference? What can and should Milwaukee and state leaders be doing to re-establish momentum?

Senior Researcher Joe Peterangelo provided insights on the ingredients for successful redevelopment of urban industrial areas. Then, we heard from a panel of local leaders who are or have been actively engaged in the effort to make Century City a success:

Joaquín Altoro, CEO, Wisconsin Housing and Economic Development Authority
Tom Barrett, Mayor, City of Milwaukee
Cheryl Blue, Executive Director, 30th Street Industrial Corridor Corporation
Rebecca Mitich, Partner, Husch Blackwell & Past Chair, Northwest Side CDC

The panel discussion was moderated by Sean Ryan, Milwaukee Business Journal.

Check out photos from our event here.

Many thanks to Potawatomi Hotel & Casino for sponsoring this event!

Media coverage:

“Could Strauss Brands return to Milwaukee’s Century City Business Park? Mayor Barrett invokes Lazarus.”
Milwaukee Journal Sentinel

“Community, business leaders talk about future of Century City: Slideshow”
Milwaukee Business Journal

“Milwaukee Mayor Barrett reacts to Strauss project demise, says ‘We don’t give up'”
Milwaukee Business Journal