Broadway Corridor

The Curtain Rises on Broadway

$200+ Million of Investment Completed Since 2018

Broadway, a central north-south axis between the central business district and Historic Third Ward, is undergoing a renaissance. Defined by state-of-the-art public transportation, world-class office and retail space, cutting-edge art, and the vibrancy only one can find in the heart of the city, Broadway has transformed with over $200 million of investment since 2018. 

Identified as a catalytic project area in the 2010 Downtown Comprehensive Plan, Broadway is coming into its own with projects like BMO Tower, a 25-story, modern high-rise, the Huron Building, an 11-story, multi-use building, and the Hop streetcar. In the Historic Third Ward, Broadway boasts one-of-a-kind boutiques, fine dining and casual eateries, and the iconic Milwaukee Public Market -- a staple for any Milwaukee itinerary. 

Historic Third Ward

A Vibrant Mixed-Use Neighborhood Steeped in History 

Just south of I-794, Broadway transforms into the "main street" for the Historic Third Ward, a vibrant mixed-use neighborhood steeped in history around every corner. It's home to downtown's most visited attraction, the Milwaukee Public Market, located near the I-794 elevated freeway, a mix of national and independent retailers, and the city's largest concentration of art galleries.

In recent years, Broadway has welcomed new developments, including the Kimpton Journeyman Hotel, the first-of-its-kind in the market, and the first hotel to open in the Historic Third Ward. From architecture firms to ad agencies, Broadway is a creative enclave, a hipster haven, and a shopper's paradise. 

For more information on the Historic Third Ward, click here

Transformative Projects on Broadway

Brighten the Passage

A Public-Private Partnership 10 Years in the Making

Fulfilling a strategic vision of the City of Milwaukee's 2010 Downtown Comprehensive Plan, new murals, streetscape, and aesthetic lighting underneath the I-794 elevated freeway complement the $200+ million investment in recently completed projects on Broadway.

Building on this momentum and downtown's nighttime economy strategy recommendations, a unique, public-private partnership has brought together the private sector with several public entities, including the State of Wisconsin's Department of Transportation, the City of Milwaukee, Historic Third Ward, Milwaukee Public Market, BID #2, and Milwaukee Downtown, BID #21 for a project dubbed "Brighten the Passage." 

With various street-level activations underway, including four murals on the freeway piers on Broadway and programmable aesthetic lighting on Broadway and Water Street, Brighten the Passage strengthens the pedestrian connectivity between the central business district and Historic Third Ward. 

Public Art

Creating a Dynamic "Sense of Place"

Adding color to enliven the pedestrian experience underneath the freeway, four artists, each with a Milwaukee connection, are transforming the Broadway freeway piers into Milwaukee's newest outdoor art gallery. With distinct styles, this collection of murals adds to downtown's growing street art scene, including "Migration," by Janson Rapisarda (CERA Street Art) and Katie Batten, commissioned by Milwaukee Downtown, BID #21, and the Downtown Placemaking Task Force in 2018 in the Jefferson Street pedestrian tunnel, located two blocks east of Broadway. 

Brighten the Passage muralists include Tia Richardson (Cosmic Butterfly Design), The Couto Brothers, Dave Watkins (Real Abstract), and Josie Rice. Follow our progress on social media, or share your experience using #brightenthepassage

Lighting Enhancements

Creating a Vibrant Nighttime Experience 

Coming this fall, new programmable, aesthetic lighting will enliven the nighttime pedestrian experience on Broadway and Water Street, between Clybourn and St. Paul Streets. The lighting, attached to the freeway piers, will signal The Hop's arrival to the Historic Third Ward and feature a nightly light show that will alternate regularly for events, sports teams, and holidays. 

Stay tuned for progress updates by following #brightenthepassage on Milwaukee Downtown's social media. 

Conceptual image only. 

Thank You to Our Public-Private Partners

The Hop Milwaukee Public Market Milwaukee Downtown