It’s hard to overstate just how much Robert “R.C.” Schmidt contributed to the fabric of what Milwaukee’s bar and restaurant industry is today. Schmidt, who became an icon in Milwaukee’s nightlife and restaurant scene, died on Tuesday, June 1, at the age of 76.
During his 50-plus years in the hospitality industry, Schmidt oversaw nearly 20 bars and restaurants, the majority of which were located in Downtown Milwaukee or the East Side. Some didn’t stand the test of time, while a handful of others became iconic.
The Schmidt empire began modestly with his opening of R.C.’s at 1528 E. North Ave. in 1974. The spacious bar became a divey staple for young East Siders – Schmidt himself was just 24 at the time – and college students. He went on to own a few Chuck E. Cheese franchises but returned to the bar scene in 1987, when he unveiled Water Street Brewery on a (then) relatively quiet stretch on the northern edge of Downtown Milwaukee. Water Street (now named The Brewery) was the first brewpub – and one of the first craft breweries – in Milwaukee. The relatively new concept worked, propelling Schmidt into dozens of more successful ventures and provided an anchor for a burgeoning entertainment district.
“R.C. Schmidt helped define Milwaukee nightlife for generations,” says Peggy Williams-Smith, a longtime hospitality veteran who’s now president and CEO of Visit Milwaukee. “From turning R.C.’s into an East Side institution to helping build Water Street into an entertainment destination and opening Milwaukee’s first brewpub, he understood how to create places where people wanted to gather, celebrate and make memories. His influence can still be felt throughout our city’s hospitality scene, and Milwaukee is better because of his vision.”
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On a personal note, I capped off my first day living in Milwaukee at Water Street Brewery in 1988. I was an incoming freshman at Marquette and my father and I grabbed dinner there after moving into Schroeder Hall. We’d never been to a brewpub before and liked the spot (and the scotch egg) so much that it became an essential stop whenever the late Judge Murphy made a visit to Milwaukee.
That’s exactly what Schmidt had a knack for. He created places that had personality and managed to become a part of what it means to live in Milwaukee. It became a rite of passage to sneak out of work early on a sunny day to get a good spot on the crowded outdoor deck at The Harp Irish Pub. A visit to Cathedral Square was made better by filling up on the focaccia bread at Louise’s Trattoria. A Marquette men’s basketball victory seemed to taste a little better when being washed down with a post-game beer (or a few) alongside the Marquette faithful at Trinity Three Irish Pubs.
The list of Schmidt establishments included four Water Street Brewery locations, R.C.’s, Louise’s Trattoria, Andrew’s Bar & Restaurant, the Historic Turner Restaurant, River House, Rudy’s Mexican Restaurant, Brew City BBQ, Trinity Three Irish Pubs, The Harp Irish Pub, Oakland Trattoria, SoLo Pizza, The Black Rose Irish Pub, Monster Pizza MKE, and Vagabond.
Not only did Schmidt reshape Milwaukee’s bar and restaurant scene, but he employed countless workers along the way.
“R.C. was someone I looked up to and learned so much from over the years,” says Steve Pankow, who started as a bartender at The Harp in 2009 and now holds the title of director of operations for Schmidt’s 4th Street Management group. “I’m incredibly grateful for the trust he placed in me, the opportunities he gave me, and the lessons he taught me along the way. He had a huge impact on both my career and my life, and I’ll always be thankful for that. R.C.’s legacy isn’t just what he built, it’s the impact that he had on people like me who had the opportunity to learn from him and be a part of it.”
R.C.’s sons Matt (CEO/COO) and Andrew (vice president) will continue to run 4th Street Management, which now includes Trinity Three Irish Pubs, The Harp Irish Pub, The Brewery, and Water Street Brewery locations in Delafield, Grafton, and Oak Creek.
Added Matt Schmidt through a press release: “R.C. understood that a restaurant or pub could become part of a city’s identity. He believed in Milwaukee, he believed in taking care of people, and he was never above doing any job himself. The greatest measure of his success was not the number of businesses he opened, but the employees, guests and families whose lives became connected through them.”
