Brookfield Unveils Designs For New Conference Center

BROOKFIELD, WI — Officials in Brookfield are reviewing and could vote on plans for a new conference center at the south end of Brookfield Square Mall as soon as next week.

The project includes a 54,000-square-foot conference center and an attached 168-room hotel – the Hilton Garden Inn Milwaukee/Brookfield Conference Center.

Officials in Brookfield say the space will allow flexibility for events of different sizes, with an 18,000-square-foot main ballroom and 6,000-square-foot junior ballroom which both split into smaller configurations to accommodate varying layouts. The conference center will be linked to the hotel by a glass walkway, allowing for easy access between the two spaces. A state-of-the-art board room and 9,000-square-foot outdoor garden add to the center’s amenities. Visit Brookfield’s offices will also be housed in the new space.

“The Brookfield Conference Center will stimulate economic activity throughout the region, especially the Bluemound Road corridor,” said Brookfield Mayor Steve Ponto in a prepared statement. “The Conference Center mixed in with the entertainment, dining and shopping of Brookfield Square Mall will have a synergistic effect, with the Conference Center and the Mall each benefitting the other.”

To bring the project to life, community leaders developed a tax-incremental financing district to help fund the acquisition of the land, the former Sears Automotive Center site. The real estate closing for the property is expected to be finalized on June 28. In addition, a portion of the City’s hotel room tax revenues will be used to finance the construction of the Conference Center, eliminating most if not all costs from general city revenues.

What is a TIF district?
A Tax Incremental Financing, or TIF, district is a development tool municipalities can use to attract business. The way it works is that a financing district is created and a base value of that district is established by the taxing jurisdictions. The increased value of the property is still charged at the base rate, but the district uses the increased tax revenue to pay for the infrastructure projects.

Construction Planned

Construction on the project is expected to begin this fall, with plans to open in early 2020. The Brookfield Conference Center is already accepting event bookings. For more information or to book an event, call Visit Brookfield at 262-789-0220.

Additional development projects at the south end of Brookfield Square include a Marcus Cinemas BistroPlex, WhirlyBall–a hybrid restaurant and entertainment center, and several restaurants including Uncle Julio’s and Outback Steakhouse.

Submitted Photo