'Well needed bump in business': Northwestern Mutual annual meeting packs Third Ward

Many downtown restaurants and bars are still feeling the pain of a quiet week from the Republican National Convention, but some are enjoying a boost from Northwestern Mutual's annual meeting.

This year, because of the RNC cleanup at Fiserv Forum, Panther Arena and the Baird Center, Northwestern Mutual's event is taking place at Henry Maier Festival Park, also known as the Summerfest grounds.

Running from Saturday to Tuesday, Northwestern Mutual said nearly 11,000 employees and guests attended the event which in recent years has been a $19 million impact to the city .

"Our city is experiencing an unprecedented summer, and Northwestern Mutual’s annual meeting is one of the high points," said Matt Dorner, Downtown Milwaukee Business Improvement District economic development director. "Northwestern Mutual’s annual meeting is always a favorite week for our businesses."

Frank Di Meglio, managing partner for the Northwestern Mutual downtown office, is originally from New Jersey and spent the first 17 of 18 annual meetings in the immediate downtown Milwaukee area.

More: Northwestern Mutual annual convention brings thousands to downtown Milwaukee

It wasn’t until he moved here that he learned about the other parts of the city.

“I really didn’t know about the Third Ward,” Di Meglio said. “I think what’s exciting about the Summerfest grounds, is it’s going to show people a different part of the greater Milwaukee area and give that part of town exposure as well.”

Di Meglio said having the RNC convention and Northwestern Mutual's annual meeting in back-to-back weeks is increasing Milwaukee's brand outside of Wisconsin.

“The city’s on the radar,” Di Meglio said. “People outside of the city are learning more and more about Milwaukee and what it has to offer.”

Valentine Coffee Roasters, a few blocks away from the Summerfest grounds, is noticing an impact.

“It’s been pretty busy this morning,” barista Mckenna Flynn said Monday. “Saturday and (Sunday) were very busy.”

Flynn said she’s noticed people with Northwestern Mutual badges and ribbons coming in and becoming “temporary regulars.”

“That’s been cool to see,” Flynn said.

Jordan Dechambre, marketing and communications director for the Historic Third Ward Association, said there "has been a notable influx of attendees shopping, dining, drinking and generally out and about enjoying the neighborhood, which is wonderful to see."

"Any opportunity to showcase the Historic Third Ward to tens of thousands of visitors is a win for our 200-plus local businesses," Dechambre said. "With the highly-lauded Milwaukee Public Market, our incredible arts scene, the award-winning Riverwalk, stunning Lakeshore State Park and top-notch dining and shopping experiences at every turn, we are proud to show off all of the things that make the Historic Third Ward a must-see neighborhood for locals and visitors alike."

'A well needed bump in business'

John Cassanos, director of food and beverage for Kimpton Journeyman hotel which has the Outsider on the roof and Tre Rivali on the street level, said he could “definitely feel the presence” of the Northwestern Mutual employees.

“Having them at Summerfest grounds, definitely ups the impact on the Third Ward,” Cassanos said. “Not just visually, because I’ve seen many more groups of people, but certainly for the rooftop bar had a big weekend with lots of folks from Northwestern Mutual coming in and enjoying the rooftop views.”

Having the annual meeting in the Third Ward is a “welcome relief” Cassanos said.

“It definitely is a well needed bump in business in the last couple of days,” Cassanos said. “Even the Friday after, there was still a little bit of that hangover, people who had left town were starting to come back. So I think this week will be much bigger.”

Businesses in the Third Ward were among those frustrated by a lack of sales during the RNC, in part because convention attendees were busy at Fiserv Forum or at other gatherings. Also, many downtown offices, including Northwestern Mutual, encouraged employees to work remotely.

Chad Frank, a Northwestern Mutual associate from Albuquerque, New Mexico, said he knows a lot of people have gone to RWB, on 1044 N. Martin Luther King Drive.

Frank said he went to Cafe Benelux and called it a “great spot.”

“We go all over as much as we possibly can,” Frank said adding he’s come to Milwaukee for training and enjoys going to the Milwaukee Public Market. “That’s a really, really cool area. Fun area.”

Jeffery Crosley, CEO of Baltimore-based Travers Wealth Management with Northwestern Mutual, had a meal at Cafe Benelux and spent some time on the roof at The Outsider.

“It’s beautiful up there,” Crosley said.

Some associates who are not new to Milwaukee are hitting up the regular places they normally go to.

“Because it’s always been at Fiserv, we always end up going back to Who’s on Third, and that main strip next to Fiserv,” said Martim Cohen, from South Carolina.

Cohen said he enjoys going to the Public Market and is asking other people with more knowledge of the city for recommendations for other places to try.

But not every business is feeling the same increase in traffic.

Han Kim, manager at Kanpai Izakaya, sushi restaurant located at 408 E. Chicago St., said things have been “consistent.”

“I wouldn’t say there’s any big differences,” Kim said adding it still feels the slow business stretching from the RNC last week. “I think the timing is going to be good now that the RNC is done and we’ve got more festivals coming, we’re launching a new kitchen entrée menu. I’m hoping that will help out business too, more traditional Japanese entrées.”

Cassanos encourages people who avoided the area during the RNC “to get out and support local restaurants and bars.”

“They could use your help,” Cassanos said. “And make sure you tip extra well because people who rely on tips had a rough week last week.”

This article originally appeared on Milwaukee Journal Sentinel: 'Well needed bump in business': Northwestern Mutual annual meeting packs Third Ward