Here’s What You Need to Know About the Third Ward’s Future Music Venue

The venue is expected to open after Summerfest 2023.

Wisconsin concert promoter and venue operator FPC Live, a division of Madison-based Frank Productions, has announced plans for a new indoor music venue near the south end of Henry Maier Festival Park in Milwaukee’s Historic Third Ward.

The two-venue project, with scalable seating capacities of up to 800 and 4,000, will be developed on an existing surface lot adjacent to Henry Maier Festival Park, home to Summerfest and a variety of ethnic festivals.

Construction is tentatively scheduled to begin in early 2022 with the rooms projected to open after Summerfest 2023, pending necessary approvals.

The new venue will host a variety of concerts and events year-round. The project will be developed and owned by Marquee Ventures LLC, a third-party development company, and leased to and operated by FPC Live.

Rendering courtesy of Frank Productions



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The proposed site is owned by Milwaukee World Festival Inc. and will be leased to Marquee Ventures pursuant to a long-term ground agreement. The proposed location is expected to further fortify the Third Ward as a live music and entertainment hub for the region.

“Having venues of this caliber will make Milwaukee a must-play destination for all artists both at the developing level and those on the verge of playing arenas, amphitheaters and stadiums,” said Charlie Goldstone, one of the presidents of FPC Live. “We are excited to add these rooms to the city, connecting more artists to more fans in Milwaukee.”

FPC Live and Milwaukee World Festival Inc. already have a successful and growing relationship focused on bringing world-class entertainment to the newly renovated American Family Insurance Amphitheater and BMO Harris Pavilion at Maier Festival Park throughout the summer, both before and after the annual run of Summerfest.

Rendering courtesy of Frank Productions

“We are thrilled to extend our partnership with FPC Live to increase access to live entertainment year-round,” Milwaukee World Festival President and Chief Executive Officer Don Smiley said. “Music fans are familiar with visiting the lakefront to see their favorite artists. These new venues will extend that experience.”

These new state-of-the art venues will provide first-class experiences and amenities for both patrons and touring artists that will be unmatched by any other venue of similar size in the Midwest, according to FPC Live.

As this project is publicly rolled out, FPC Live will directly engage with neighbors and other stakeholders in a dialogue about the vision and values of the development.

Madison-based FPC Live is Wisconsin’s largest concert promoter. Alongside parent company Frank Productions and its joint venture partner, Live Nation, they produce nearly 550 events annually in Milwaukee and throughout Wisconsin.

FPC Live currently owns and operates venues in Madison (The Sylvee, Orpheum Theater, Majestic Theatre and High Noon Saloon), Charleston, South Carolina (Charleston Music Hall and Music Farm), and Columbia, Missouri (The Blue Note and Rose Music Hall).



Rich Rovito is a freelance writer for Milwaukee Magazine.