Design unveiled for Brookfield conference center
Plans call for 54,000-square foot center with 2 ballrooms, 168-room hotel


BY KATHERINE MICHALETS - Freeman Staff

June 16, 2018

        

Renderings released Friday show a 54,000-square-foot conference center and an attached 168-room Hilton Garden Inn on the south end of Brookfield Square Mall where Sears once was located. 

Submitted rendering

BROOKFIELD - As Bluemound Road continues to evolve with new developments, longtime shopping anchor for the area Brookfield Square Mall is also getting updated with a conference center.

The initial renderings for the proposed project that would be located on the south end of the mall where Sears once stood were revealed Friday.

Plans for the project include a 54,000-square-foot conference center and an attached 168-room Hilton Garden Inn will be discussed at the joint Brookfield Plan Commission and Common Council meeting at 7 p.m. on Tuesday. The two governmental bodies will review and vote on conceptual plans and initial designs.

“The Brookfield Conference Center will stimulate economic activity throughout the region, especially the Bluemound Road corridor,” said Brookfield Mayor Steve Ponto in a 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 benefiting the other.”

According to Friday’s release, the conference center will provide flexibility for events of varying sizes and will include an 18,000-square-foot main ballroom and a 6,000-square-foot junior ballroom, and both will be able to be split into smaller configurations to accommodate varying layouts.

                 

Plans for a 54,000-square-foot conference center with an attached 168-room Hilton Garden Inn will be discussed at the joint Brookfield Plan Commission and Common Council meeting Tuesday at 7 p.m.

Submitted rendering

The conference center will be linked to the hotel by a glass walkway. The project will also include a board room and 9,000-square-foot outdoor garden. Visit Brookfield’s offices will also be housed in the new space.

“The hospitality industry in the Brookfield market is very excited about this dynamic development,” said Nancy Justman, president/CEO of Visit Brookfield, in a statement. “The Conference Center will be a demand generator helping to increase hotel stays, restaurant visits and retail expenditures in the Brookfield area.”

A tax incremental financing district was created to help with funding of the land acquisition.

Also planned for the former south end of Brookfield Square is a Marcus Cinemas BistroPlex, WhirlyBall - a hybrid restaurant and entertainment center - and several restaurants, including Uncle Julio’s and Outback Steakhouse.

The real estate closing for the conference center property is expected to be finalized on June 28, according to the announcement, and a portion of the city’s hotel room tax revenues will be used to finance the construction of the conference center, eliminating most or all of the costs from general city revenues.

“The city of Brookfield and Visit Brookfield have created a powerful plan to leverage the room tax dollars generated in the Brookfield market to provide a robust return for the local economy as well as a signature architectural cornerstone,” said Andy Inman, vice president of development for North Central Group. “North Central Group is thrilled to be the hotel partner and manager for the Brookfield Conference Center.”

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.

kmichalets@conleynet.com

262-513-2644