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In Milwaukee Buzz
Pabst team puts a new shine on the Riverside
A worker attends to the details of the Riverside renovation.
By Josh Hertzog
Photography by Josh Hertzog

Published Sept. 24, 2005 at 5:44 a.m.
Tags: riverside, pabst, cudahy, witt, milwaukee, theatre, theater

The Riverside, one of Milwaukee's oldest theaters -- it opened in 1928 -- has hosted top-notch acts like Judy Garland, Abbott and Costello and, in 1940, Frank Sinatra. It's now getting another lease on life.

In June, the then tenants announced their intention to break their lease on the theater, putting its future in question. But the same team that runs the nearby Pabst Theater is now also running the Riverside, giving them a near lock on the downtown theater-sized concert business.

"This is a tremendous day for Milwaukee and Milwaukee's cultural environment," says Alderman Robert Bauman.

No public funds have been used in the renovation of the privately-owned Riverside Theatre, and the length of the lease has not been disclosed.

"We want to give this incredible building a soul again," says Gary Witt, executive director of the Pabst Theater. "It's important to give a building a soul, an identity."

Through the years, the need to improve upon the current facility has grown, leading to an extensive remodeling process that has taken quite awhile, but hopes to dazzle Milwaukeeans and visitors nonetheless.

"The renovations have been amazing," says Witt, who hopes the Riverside experience will be better than ever. And he explains that there is more to a successful theater than just raking in the dough.

There is a new sound system and stage, new curtains, new concession stands, new bars and merchandising tables, a new box office, and much of the building, including the bathrooms, has been repainted. Space has also been cleared to allow for better handicapped accessibility in the front of the theater.

What seems to excite Witt the most? Beautiful new carpeting.

"We want you to be able to eat off the floor," he enthuses.

Witt hopes the Riverside will attract not only performers, but community groups, too. Milwaukee Public Schools and other civic groups are now included in the Riverside's plan to promote theater and the arts among young people.

"It's about building a community, not selling tickets," says Witt. "We want to see the restaurants and hotels around us succeed."

5 comments about this article.
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OMCreader richard gullekson said: abbott and costello used my home town Mukwonago in one ...
OMCreader Thanks! said: Thanks Gary for giving the Riverside a new look on life. I always ...
OMCreader Boaty said: I am glad to see the Riverside shine once again. Kudos to everyone ...
OMCreader Benson said: The Pabst is starting to do other concerts besides classical and ...
OMCreader Andrew said: Now all we need is a House of Blues and we'll actaully have a music ...