Jim Higgins

Milwaukee Journal Sentinel

The Milwaukee Symphony hopes to convert the former Warner Grand Theatre on Wisconsin Ave. into its new concert hall.

The symphony has raised more than half of the $120 million it believes necessary to convert the building into a venue seating 1,750 concert-goers.

If all goes according to plan, the orchestra would leave the Marcus Center's Uihlein Hall — its primary venue — and begin playing in the new hall in fall 2019, said MSO president Mark Niehaus. "It's not a slam dunk, but we think we can make the shot," he said.

The move, if it continues to go forward, would breathe new life into a significant piece of Milwaukee entertainment history. But it would also raise questions about how the Grand would fill its other dates, how the Marcus Center would respond, and how other downtown concert venues would adjust.

Marcus Center president Paul F. Mathews declined to comment on the symphony's plans.

Milwaukee's mayor was upbeat.

"This would be great for W. Wisconsin Ave. – it would be great for the whole city," Tom Barrett said. But it's not a done deal, the mayor noted. "There is still a lot of work that needs to be done to make this a reality."

The symphony wants a new hall so it can play more weeks, and more favorable weeks, in its primary venue, and schedule major guest artists further in advance. It shares Uihlein Hall with the Milwaukee Ballet, the Florentine Opera and the Marcus' Broadway series. The symphony plays 23 to 25 weeks annually in Uihlein Hall. In the new hall, it could play about 32 weeks a year, including potentially lucrative December concerts, Niehaus noted.

A new hall could also bring the symphony additional revenue from concessions and rentals. Milwaukee Symphony musicians play 40 concert weeks annually, spread over 44 weeks, Niehaus said. Including outreach events, the symphony performs more than 135 concerts annually. It has a roster of 68 full-time musicians.

Niehaus declined to name any of the major donors who have pledged funds for the project. The $120 million goal includes $20 million for the MSO endowment, which Niehaus and the board have long considered inadequate to support an orchestra of the symphony's size and quality.

Excellent acoustics

The symphony has eyed the Warner Grand Theatre as a possible home since at least 2000; Niehaus, an MSO musician then, remembers the orchestra playing an acoustic test in the hall.

The Grand's interior has many acoustic qualities that would make it a desirable concert hall, Niehaus said. It's not a flat space and has interior architectural details that enhance musical sound. Also, Niehaus pointed out, the theater has an attractive high balcony.

Kahler Slater would lead the architectural project of transforming the building. The theater was built in 1930 as a home for movies and vaudeville performances. It closed in 1995.

Niehaus said there would be ample covered parking in the neighborhood for concert-goers. For example, the venue is across the street from the Grand Avenue mall.

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Tony Janowiec, one of the Grand Avenue's new owners, echoed the mayor in saying that MSO's plans would be a boon for the W. Wisconsin Ave. area.

He said the Grand Avenue's redevelopment plans, including the prospects for new restaurants, taverns and entertainment uses, would be complemented by a new symphony hall.

"We're thrilled," Janowiec said.

The symphony hall plans extend to a neighboring building at 200-208 W. Wisconsin Ave., just east of the former theater.

That two-story, 20,450-square-foot building was sold in July to a group tied to Wisconsin Avenue Milwaukee Development Corp. LLC.

Known as WAM DC, the nonprofit group helps with redevelopment projects on W. Wisconsin Ave.

The new symphony hall would be another large development to surface on or near W. Wisconsin Ave. over the past few years.

Much of that activity involves housing, with buildings converted from vacant or underused office space to apartments. They include MKE Lofts, at W. Wisconsin and N. Plankinton avenues, just one block east of the MSO project.

Meanwhile, the new owners of the nearby Grand Avenue mall are pursuing plans to convert that half-empty property into redeveloped offices and retail space.

Journal Sentinel reporters Tom Daykin and Crocker Stephenson contributed to this report.