Miller High Life Theatre could be replaced by large convention hotel in downtown Milwaukee, according to new study

MILWAUKEE (CBS 58) -- The site of the Miller High Life Theatre in downtown Milwaukee could be turned into a large convention hotel, per a suggestion from a study commissioned by the Wisconsin Center District, that said a lack of convention lodging is causing the city to lose business.

The study, by Chicago consulting firm Hunden Partners, reveals that from 2023 to 2030, the Baird Center would lose 18% of business due to a lack of hotel rooms, so if Milwaukee wants to compete with other cities also seeking to host conventions, something has to change.

This, after the center's $456 million expansion recently finished in 2024.

Case studies in the report show that event planners want a venue with walkable amenities and attractions, plus a strong supply of headquarter hotels -- large, full-service hotels located by a convention center that can act as main lodging.

Data, however, shows Milwaukee is in a 580-room deficit of those, with an even higher deficit of nearly 2,500 walkable rooms.

That's why the study is suggesting replacing the current theatre site with a two-phase plan.

Phase One would include a more than 650-room headquarter hotel, with a full-service restaurant, pool, fitness center and meeting spaces, and then Phase Two would add in more retail space plus a 150-unit rentable apartment complex.

But last year, the Milwaukee Common Council passed a resolution, granting the theatre a permanent downtown historic designation.

While it doesn't guarantee the building couldn't be torn down, it does make the process difficult, requiring city approval for any demolition.

The study also looked at other nearby possible areas but only the UWM Panther Arena, another designated historic site, tied the theatre for best results, although officials noted the arena is "an important asset to the district."

To view the full study, click here.