MILWAUKEE — Soon, visitors to the new hotel being built in the Deer District will hear the roar of the crowd — but for now, the rumble of a busy construction site fills the air.
TMJ4’s Charles Benson spoke with Bucks President Peter Feigin about how the hotel fits the team’s vision for downtown Milwaukee.
Feigin: “We want to continue to grow the district to really be like, fulfilled as a neighborhood. It’s not just around events at Fiserv Forum, but really fuels itself 24/7, 365.”
Benson: “To improve and enhance the downtown area?”
Feigin: “Okay, how’s this Milwaukee’s living room?”
Benson: “You like that term.”
Feigin: “I love, I love it!”
He also loves the name.
Marriott’s unique 207-room hotel will be called The Trade, a nod to the city’s skilled workforce.
“The Trade really celebrates the history of Milwaukee and the crafts that built this country, not just the city of Milwaukee,” Feigin said.
The hotel also pays tribute to Milwaukee’s past and present with the Solomon Lounge and Terrace – named after Milwaukee’s co-founder and first mayor, Solomon Juneau – and an Italian restaurant with a spectacular rooftop terrace called Il Cervo, which means deer in Italian, a reference to the Deer District.
Samantha Sullivan tells TMJ4 that the hotel is not just a place to eat and sleep, but a chance to embrace Milwaukee. She is the sales director for The Trade Hotel.
Benson: “So much of the building is positioned to see the city—to look out on the city. Why did you come up with that concept?”
Sullivan: “This concept is really to showcase the city. Where a forest once stood, a city now stands. We really want to attribute all of that to how things are being made again, but also how great the city of Milwaukee is.”
The Bucks’ Michael Belot says the hotel is focused on marketing to sports teams with some thoughtful design plans. He is Senior Vice President of Bucks Venture and Development.
“It was designed with the idea of trying to attract NBA teams, Major League Baseball teams, visiting market teams,” Belot said. “You see higher ceilings, you see bigger beds, higher shower heads, every little detail from also their arrival process, where the buses have to be staged, how they enter the hotel to make it extremely convenient.”
Feigin sees the hotel as another win for the community and the Deer District.
“We haven’t really deviated from our arena model with like, how do we involve the community? How do we make sure there are opportunities for the underemployed and the underemployed to come here,” Feigin said. “It is part of our agreement down to the construction stage with the craftsmen.”
The hotel’s opening is set for May 15. Online reservations should be available by the end of July.
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