Northwestern Mutual conference is back in town this weekend. Here's what to know

If you thought the Republican National Convention leaving town meant the end of thousands of visitors wandering downtown Milwaukee in business wear, think again.

The Northwestern Mutual annual conference is back this weekend. More than 12,000 employees and agents of the Milwaukee-based insurance and financial services company will gather downtown for the multi-day event.

Here's what you need to know about the conference — including what's up with those long ribbons many of the employees will be sporting.

How long is the Northwestern Mutual conference?

The conference will run from July 20 to 23. The gathering is typically held at Fiserv Forum and the Baird Center but will be on the Summerfest grounds this year — because takedown of the RNC is still underway at the other facilities.

What happens during the Northwestern Mutual conference?

Employees and agents will spend most of their time in Milwaukee attending company meetings and events.

It's also an opportunity for associates to network with each other, bring their families on a little getaway, and get some latest updates on the company and best practices.

Eric Church headlining event

But it's not all work: the company also dishes out on big-ticket headliners to entertain employees.

The Northwestern Mutual annual meeting is known for bringing in top musical acts, particularly artists from country music. Last year Kenney Chesney performed at the annual meeting . In 2022, it was Florida Georgia Line and Thomas Rhett.

This year is no exception.

The company is keeping with the country music theme this year, with singer Eric Church scheduled to headline, the Milwaukee Business Journal reported .

Possible boost in business in Third Ward

During the RNC businesses in the Third Ward didn't receive the amount of customers it thought it would. But with thousands of Northwestern Mutual associates being in the area, it's possible those businesses will see some activity.

Other areas like Brady Street and Bay View also could see some increased business.

What are those ribbons all the Northwestern Mutual people wear?

When you see the ribbons , you know Northwestern Mutual is in town.

Throughout the conference, Northwestern Mutual agents will wear lanyards with colorful ribbons that sometimes extend almost all the way to the floor. The ribbons denote sales goals achieved, benchmarks passed, accomplishments made, and employees earn them over their time at the company.

Last dance for the boss

In January, CEO John Schilfske announced he will retire at the end of the year . Schilfske has been with the company for nearly 40 years and has been CEO for 14 years.

Under Schlifske’s leadership the company grew from about 6,000 advisers to nearly 8,000 and Northwestern Mutual’s revenue grew from $23 billion in 2010 to nearly $35 billion in 2022 .

Last year the company announced it was paying a record $7.3 billion dividend to its policy holders in 2024 and pursuing a $500 million downtown campus project.

Tim Gerend, the company's executive vice president and chief distribution officer, will take over as the new CEO in 2025.

Ricardo Torres contributed to this story.

This article originally appeared on Milwaukee Journal Sentinel: Northwestern Mutual conference is back in town this weekend. Here's what to know