Study proposes 650-room hotel instead of Miller High Life Theater

A historic theater in downtown Milwaukee could become a 650-room hotel, according to a study commissioned by the city’s largest convention center operator.

The Wisconsin Center District Board of Directors met on Jan. 30 to discuss a study by Chicago-based Hunden Partners to evaluate its properties. The study found that a 650-room hotel over the footprint of the Miller High Life Theatre, first built in 1909, would best support its 300,000-square-foot convention center.

The study said the UW-Milwaukee Panther Arena was a “strong asset” and didn’t recommend demolition of the structure. However, it said the Miller High Life Theatre needed more investment to remain relevant. In December, the city considered a historic designation for both buildings at the request of the local alderman.

The study called for a new headquarters hotel that would be “essential to maximize the investment in Baird Center,” which the district operates. The proposed building would have 650 rooms, a 62,000-square-foot meeting space, a 25,000-square-foot grand ballroom and 15,000-square-foot junior ballroom. The study considered six possible locations for the hotel.

A rendering showed the proposed hotel in the footprint of the Miller High Life Theatre.

The Baird Center, Panther Arena and the Miller High Life Theatre had 1.9 million visitors in 2025, an increase from 2024 driven by the convention center’s previous expansion, the study showed. The study argued that the center was not supported by the current hotel market and the city of Milwaukee was losing business to other cities with modern hotels.

No actions were taken at the January meeting. A special committee will review the study until the next time the board meets in May. The committee is led by Milwaukee County Comptroller Liz Sumner, Grady Crosby of Northwestern Mutual, Gerard Randall of Milwaukee Education Partnership, Alderman Robert Bauman who represents the 4th District, and Wauwatosa Mayor Dennis McBride.

Gary Witt of Pabst Theater Group, an independent operator who books acts for Miller High Life Theatre, raised questions about its revenue if one of its venues is shut down. Landmark Credit Union Live, a 4,500-seat concert venue being built next to the Fiserv Forum, is controlled by Live Nation. The study said promoters may choose the newer venue to use its modern capabilities.

That prompted a response from the National Independent Venue Association, which urged Milwaukee officials to “abandon any plans to get rid of or limit Miller High Life Theatre’s operation or booking in any way,” association officials said in a statement.

Live Nation officials pointed out they have promoted shows at the Miller High Life Theatre before and continue to book events at the venue. Neither Live Nation nor FPC Live were consulted or involved in the Hunden study, officials added.

Bauman, who is a member of district board, asked about the cost of the study. The report doesn’t tell how much the headquarters hotel will cost to build.

In December, Milwaukee Mayor Cavalier Johnson allowed the historic designation to take effect for Panther Arena and Miller High Life Theatre. That means the operator will need permission from the city’s Historic Preservation Commission before modifying or demolishing either structure.

The Miller High Life Theatre originally opened in 1909 under the name Milwaukee Auditorium and seats more than 4,000. It was renovated extensively and reopened in 2003.