Beer — and much more — on tap in Milwaukee

updated 5:31 p.m. ET April 9, 2007

MILWAUKEE - Milwaukee still loves beer. But arts, culture, museums and festivals are on tap, too.

That's the image Milwaukee officials are trying to promote in an effort to attract more tourists.

"In a sense we have it all," said Dave Fantle, spokesman for Visit Milwaukee, which markets the area. "We have it all in a neat package. It's a matter of getting our arms around that package and promoting it and letting the world know about all the attributes that are here in Milwaukee."

New projects in Milwaukee in recent years have included the Midwest Airlines convention center; the new Miller Park baseball stadium; an architecturally significant addition to the Milwaukee Art Museum on the shore of Lake Michigan, designed by the renowned Santiago Calatrava; and the Discovery World science and technology center, also on the lake shore, which opened last fall.

Future projects include a planned expansion of the Potawatomi tribal casino, which is located 10 minutes from downtown Milwaukee and already attracts 4 million visitors a year; and next year's opening of the Harley-Davidson museum. The iconic motorcycle-maker is based in Milwaukee and also offers factory tours at a nearby plant.

Milwaukee is the state's largest city. Often called "Brew City," it was settled largely by Germans, many of whom started breweries — Miller, Blatz, Schlitz and Pabst. The professional baseball team was even named the Brewers.

Although Miller is the only one of the big beer companies still based in Milwaukee, the city has a handful of microbreweries, brew pubs and a variety of tours for beer-lovers.

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"We are really the rightful heirs to owning the brewing industry," Fantle said.

Other types of manufacturing were also a big part of Milwaukee's history from its 1846 inception. Many companies, including Rockwell Automation, Johnson Controls and Briggs & Stratton still remain. But Milwaukee's focus started to slowly change after the recession of the 1980s, when many factories closed, said Milwaukee historian John Gurda.

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In turn there was a renewed interest in culture, with investment in the downtown area, including a mall called The Shops at Grand Avenue, which was a catalyst for other development, Gurda said. Now, people are walking the downtown sidewalks several times a year for gallery nights, there's a vibrant theater scene and new restaurants pop up constantly. There are also cultural festivals along the lakefront, like Summerfest, which bills itself as the world's largest music festival.

"By no means are we doomed to forever be beer and brats," Gurda said. "Books and ballet are part of it. That message will, in incremental steps, get out as well."

Whether your interest lies in beer or fine art, here are some of the city's top attractions.

Beer
Milwaukee has three operating breweries with tours: Miller Brewing Company, 4251 W. State St., 414-931-2337; Lakefront Brewery, 1872 N. Commerce St., 414-372-8800; and Sprecher, 701 W. Glendale Ave., Glendale, 414-964-2739.

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Downtown brew pubs are the Milwaukee Ale House, 233 N. Water St.,; Water Street Brewery, 1101 N. Water St.,  and Rock Bottom Brewery, 740 N. Plankinton Ave.

The Old German Beer Hall offers beer brewed in Munich and German festival food at 1009 N. Old World Third St., 414-226-2728.

A boat called the Brew City Queen takes passengers on a "weekend brewery tour," June-October, $25 (must be 21 or older); 414-283-9999.

Oktoberfest in downtown Milwaukee is Sept. 28-29. Also of interest: The Pabst Mansion, the 1892 home of beer baron Frederick Pabst, 2000 W. Wisconsin Ave.

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