'A place of life': Pabst Theater Group announces name for new venue

MILWAUKEE (CBS 58) -- The Pabst Theater Group announced the name of its new entertainment venue on Milwaukee's east side on Wednesday, Nov. 8. 

The name of the new venue is Vivarium.

"A place of life. A place of gathering. A place of growth," said Gary Witt, Pabst Theater Group President. 

The name and renderings were unveiled today. Vivarium will be an all-ages concert and entertainment space on Farwell Avenue, just north of Brady Street. It will replace the group's backroom at Colectivo, which closes at the end of the year. 

Vivarium will seat 450 people for concerts. Witt says not only will it support artists in the early stages of their careers, but it may spark development on the east side. 

"I would tell you that in our 20 years, concert venues have helped give developers confidence to build apartments. Have helped give developers confidence to build hotels in the city," said Witt. 

"We need more opportunities and positive context for people of all ages, for our youth to be able to come hang out at. and the fact that they had the foresight and the open mind to make this an all-ages venue is just incredible," said Johnathan Brostoff of the Milwaukee Common Council. 

Vivarium is expected to open early 2024.