Designs unveiled for new conference center, Hilton Garden Inn at Brookfield Square

Brookfield officials are getting their first look at renderings for the development slated for the south end of the Brookfield Square property, including designs for the a 54,000-square-foot conference center and a 168-room Hilton Garden Inn attached by a glass walkway.

The Brookfield Common Council and Plan Commission will review and possibly approve conceptual plans and initial designs at a joint meeting June 19.

The conference center is part of a swath of development poised to bring new visitor and entertainment offerings to the south end of Brookfield Square Mall.

An economic boost for the region

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

Ponto explained the conference center mixed in with the entertainment, dining and shopping of Brookfield Square Mall will have a synergistic effect, each benefiting the other.  

The conference center and an attached 168-room hotel – the Hilton Garden Inn Milwaukee/Brookfield Conference Center 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 release said. 

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. The offices for the tourism organization Visit Brookfield will also be housed in the new space, according to a joint statement issued by the city, developer and tourism bureau. 

“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 about the conference center, “The Conference Center will be a demand generator helping to increase hotel stays, restaurant visits and retail expenditures in the Brookfield area.”

To bring the project to life, community leaders developed a tax-incremental financing district to help fund acquisition of the land, the former Sears Automotive Center site. The release said the real-estate closing for the property is expected to be finalized on June 28.

Room tax will finance construction

A portion of the City’s hotel room tax revenues will be used to finance construction of the Conference Center, eliminating most if not all costs from general city revenues, the release said. 

Andy Inman, vice president of development for North Central Group, said his frims was thrilled to be the hotel partner and manager for the conference center.

“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 I Inman. 

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.

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.