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Beer Garden Progress Report
Milwaukee County Parks is always seeking new and innovative ways to inspire our community and
enrich our park system. In 2012 we were approached with an amazing opportunity to bring beer
gardens back to Milwaukee County. We took the partnership with one of our sponsors and saw
national recognition for our beer garden ranking in the top 21 in the nation. We received an
overwhelming amount of positive feedback from the surrounding community. Since 2012, we added
three more permanent beer gardens and two traveling beer gardens. With a new year comes new
opportunities; expanding root river to a permanent craft beer garden and three new proposals for
permanent beer gardens in the Parks.
2012YEAR IN REVIEW
Estabrook:
Hans Weissgerber III partnered with the
Parks to open the first permanent beer
garden at Estabrook Park. The beer
garden is operated by ABC Estabrook seasonally based on weather. Some major improvements include
renovations to an existing shelter, landscaping, and additional outdoor seating. Within the first year of
operations, the parks received $82,000 in commissions and earned national recognition. The contract
agreement states that the Parks will earn 20% of gross revenue on alcohol and 10% of gross revenue
on food and non-alcoholic beverages. The Parks will also be reimbursed for utility expenses. We
continue to see success while receiving $125,000 in commissions during 2013, $134,050 in 2014, and
$173,000 last year. The contract will expire on December 1st of 2020.
2012 & 2013 Beer Garden Map
= Permanent

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2013YEAR IN REVIEW
2013 was a building year for the parks as we reviewed ideas and monitored success before making any
additional major decisions. Estabrook was the only operating beer garden during this time.
2014YEAR IN REVIEW
The Landing at Hoyt:
Friends of Hoyt Park and Pool received
approval to open a permanent beer
garden at Hoyt Park in 2014. This beer
garden is operated by the friends of Hoyt
and open seasonally April to October,
weather depending. Major
improvements to the park include
landscaping, paving, and a new shelter
specific to the beer garden. The Parks
receive 10% of net profit on all food and
beverage sales plus an additional 2.5% of net profit is deposited into a Hoyt Park repair and
maintenance fund (non-county). Utilities are paid by the friends of Hoyt. The contract will end July 1st
of 2018. In the first year, commissions to the Parks totaled $4,667. Last year the beer garden almost
doubled its profit and the Parks received $8,400.
2014 Beer Garden Map
=Traveling
Root River South Area 1 June 4 - 15
Coast Guard June 18 - 29
Doctors Park July 2 - 13
Red Arrow Park July 16 - 27
Greene Park July 30 – Aug. 10
Falk Park Aug. 13 - 24
Root River Aug. 26 – Sept. 7
= Permanent
Estabrook
The Landing at Hoyt
Humboldt Beer Garden

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Humboldt Beer Garden:
Cupol Enterprises was another fortunate
company to partner with the Parks on
opening up a permanent beer garden.
Cupol Enterprises, which also operates the
nearby St. Francis Brewery, runs this beer
garden and pays the Parks commissions of
20% of the gross revenue on all food and
beverage sales. An additional 5% of sales go
into a park maintenance fund along with
$15,000 in park improvements. Cupol also reimburses the Parks for utility costs. Some of the
improvements include renovations to an existing facility and landscaping. The contract will last until
December 31st of 2019. In 2014 the Parks received $36,000 and in 2015 $46,000 from operations.
The chart above represents incident reports that have been reported in the last six years at Humboldt
Park. The neighborhood of Bay View is an active community with the park system and they host a lot
of events throughout the summer at this park. As we continue to make improvements and create a
more family friendly environment, incidents in the park have proven to decrease. A busy park is a safe
park. Humboldt experienced NO incident reports last year.

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The Traveling Beer Garden:
The first and only Milwaukee County traveling beer garden opened with a total of seven stops,
spending 12 days at each stop. The Parks operates the beer garden with Sprecher Brewing Co. as a
sponsor. All revenue is deposited through the Parks and Sprecher donates an additional $32,000
annually towards park improvements. The contract with Sprecher will last until December 31st of 2017.
First year of operations the Parks total revenue was
$243,200. After the expenses of $139,000 was subtracted
out, the Parks profited $104,200. Over the course of the
tour, we estimate $95,000 worth of free media coverage.
2015YEAR IN REVIEW
2015 Beer Garden Map
=Traveling Beer Garden 1
=Traveling Beer Garden 2
Root River Area # 1 & Dretzka Chalet May 20 - 31
Froemming & Gordon June 3 - 14
Grant Area #5 & Doctors June 16 - 28
Sheridan Shelter & Falk July 1 - 12
G.F. Shelter 3A & Domes July 15 - 26
Holler & Brown Deer July 29 – Aug. 9
Greene & Red Arrow Aug. 12 – 23
Root River Area #1 & Juneau August 26 – September 7
= Permanent
Estabrook
The Landing at Hoyt
Humboldt Beer Garden
South Shore Terrace

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South Shore Terrace:
In 2014 MillerCoors donated $500,000 to the Parks for
clean water initiatives. With that came the South Shore
Terrace beer garden. The Parks operates the beer
garden and MillerCoors is the sponsor. With the
donation, The Parks renovated and remodeled the South
Shore Pavilion in the southeastern sector. What was
once a storage space now features a full bar with 20 taps
and 13 different beer options, two gas fueled stone fire
pits, a garage entrance leading to the basement, a walk in
cooler, and outdoor seating with beautiful views of Lake
Michigan and Downtown Milwaukee. We currently serve
snacks, beer, wine, and non-alcoholic beverages.
All revenue is deposited through the Parks and last
year South Shore Terrace generated $88,630
revenue.
Scout Lake “Pop Up” Beer Garden:
ABC Estabrook tested Scout Lake
Park in 2015. The 12 day “pop
up” beer garden operated
simultaneously with the two
traveling beer gardens over four
stops; Froemming Park, Gordon
Park, Grant Park and Doctors
Park. The existing shelter
operated as a kitchen with an
additional trailer and seating
outside. The beer garden was set
up, operated, and torn down by the Parks, in partnership with ABC Estabrook providing the equipment
and seating. ABC Estabrook also sold sausages and pretzels. There was no agreement beyond the 12
day stop at the park. $41,733 was generated in revenue.

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The Traveling Beer Gardens:
In the second year of operating the traveling beer garden the Parks added an additional traveling beer
garden. Between the two beer gardens they had a total of 16 stops at 15 different parks. Each stop
lasted 12 days like the previous year and has Sprecher Brewing Co. as the sponsor. This year the total
revenue tripled; $633,500. After the total expenses of $412,000 Parks generated $221,500. That is a
112% profit increase from 2014 to 2015.
Sprecher continued with a
$32,000 donation for park
improvements. The chart to
the right are improvements
funded by the donations.
This sponsorship has really
allowed us to hit the ground
running with no signs of
slowing down.

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Grand Total Summary:
As you can see, over the last four years the growing popularity and success of the beer gardens has
grown astronomically. The percentage growth in gross revenue from the beer gardens from 2012 to
2015 is 1,109%. If we keep growing at that rate and accepting new proposals, the Parks will continue
to get national recognition.
WHAT’S IN STORE FOR 2016
The Traveling Beer Gardens:
This year the Parks plan to keep both traveling beer gardens moving but have one traveling beer
garden stop at eight sites while the other stops at four. The “roll out the barrel” tour has two stops at
2016 Beer Garden Map
=Roll out the Barrel Tour
Root River Area # 1 May 18 – June 12
Grant Area #5 June 15 – July 10
Greenfield Area 3A July 13 – Aug. 7
Root River Area #1 Aug. 10 – Sept. 16
=Pass Me a Pint Tour
Juneau May 18 – May 30
Kletzsch June 1 - 12
Froemming June 15 – June 26
Holler June 29 – July 10
Red Arrow July 13 – July 24
Hales Corners July 27 – Aug. 7
Brown Deer Aug. 10 – Aug. 21
Doctors Aug. 24 – Sept. 5
= Permanent
Estabrook
The Landing at Hoyt
Humboldt Beer Garden
South Shore Terrace

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Root River Parkway each a month long and a stop at
Grant and Greenfield parks. The “pass me a pint” tour
will be making eight, 12 day, stops including stopping
by Brown Deer park during the LPGA symmetra tour
and two new stops including Kletzsch and Hales
Corners. Another aspect new this year is our 5K series
event happening throughout the summer. May 19th is
the first 5K at Root River Parkway. Following that is
June 16th at Froemming Park, July 7th at Grant Park,
August 4th at Greenfield Park, and capping it off on
September 14th at Root River Parkway.
At the end of 2016 traveling beer garden, Milwaukee
County Parks is planning to permanently take over
Root River stop and open Root River Craft Beer Garden.
Root River Craft Beer Garden will host Oktoberfest
celebrations each weekend with live music and
seasonal beers.
South Shore Terrace Improvements:
October of 2016 renovations include a fully operational kitchen to serve our guests of all needs and
remodeling of the basement. Indoor seating and new lighting will provide new space for private
parties and rainy days. Below are lighting fixtures that we have chosen for the basement and the
kitchen floor plan. The lighting fixture ties the indoor and outdoor space with an industrial feel. The
floor plan includes a new swinging door for easy transition between the kitchen and the beer garden,
brand new appliances, and preparation stations.

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PROPOSALS
2016 Beer Garden Map
=Roll out the Barrel Tour
Root River Area # 1 May 18 – June 12
Grant Area #5 June 15 – July 10
Greenfield Area 3A July 13 – Aug. 7
Root River Area #1 Aug. 10 – Sept. 16
=Pass Me a Pint Tour
Juneau May 18 – May 30
Kletzsch June 1 - 12
Froemming June 15 – June 26
Holler June 29 – July 10
Red Arrow July 13 – July 24
Hales Corners July 27 – Aug. 7
Brown Deer Aug. 10 – Aug. 21
Doctors Aug. 24 – Sept. 5
= Permanent
Estabrook
The Landing at Hoyt
Humboldt Beer Garden
South Shore Terrace
=Potential
Scout Lake
Pere Marquette
Mitchell Boulevard

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The Scout Lake Lodge and Beer Garden:
HB Milwaukee Inc. is proposing a ten year contract to operate a year round public beer garden. They
would provide indoor and outdoor tables and benches imported from Germany, lighting, umbrellas,
and interior outfit materials. Seating can hold about 200 to 300 guests at any given time. Inside of the
existing pavilion they would remodel it to
feel like a warm alpine lodge with a possible
center room fireplace. All of the windows
that face the outdoor seating and lake
would be replaced by glass and wood panel
garage doors for convenient flow to
outdoor seating in the summer months.
The beer garden would serve beer from
Hofbräu München, MillerCoors, local craft
brews, wine and soft drinks. Food would be
limited with more items being added later
to fit the needs of the clientele.
HB Milwaukee Inc. would want to use the easterly end of
the pavilion as their service facility, as there is already a
small area there. Trash receptacles would be taken care
of daily. All necessary staff would be provided for all
aspects of operations. A clear and designated asphalt
pathway would be maintained and grass would be
removed and replaced with gravel. HB Milwaukee Inc.
would also complete basic landscaping activities including
raking, pulling weeds, and trimming plants. The
estimated total investment would be between $50,000
and $90,000. $15,000 would be spent on exterior
infrastructure and landscaping. $35,000 to $75,000
would be for interior upgrades such as a walk-in cooler,
draft beer system, hood exhaust, cooking equipment,
and ware washing. All of the necessary electric,
plumbing and fire suppression for a food service
operation would be the major project while getting
everything up to health code. The desired phase I start
time is late winter/early spring 2016 to get orders in
place. Phase II of site preparation and soft opening is
desired for March of 2016.

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Pere Marquette Park Beer Garden:
HB Milwaukee Inc. is proposing a 15 year contract to operate a
seasonal public beer garden. The venue would include the outdoor
areas under the trees near the intersection of Third and State
streets. Outdoor seating would fit about 200 to 300 people in a
European style setting with tables and benches imported from
Germany. Beverage service would include MillerCoors, Hofbräu
München, local craft brews, wind and soft drinks. There would be
limited food service until more substantial items were added to
suit the needs of the clientele. This proposal requires a three-party
agreement between HB Milwaukee Inc., Milwaukee County Parks,
and Westown Association. String lighting and umbrellas would
provide the extra element of festivity to the beer garden.
HB Milwaukee Inc. would construct a
new service pavilion for food and
beverage service. Restrooms would also
need to be constructed on site. HB
Milwaukee proposes that the Parks
constructs the restrooms. If HB
Milwaukee takes on the expense they
will suspend commission payments until
60% of the cost is amortized.
A clear and designated asphalt pathway
will be maintained and grass replaced
with gravel. HB Milwaukee will take on
necessary landscaping tasks including
weed care, raking, and trimming shrubs
and plants. The trash receptacles would be taken
care of on a daily basis and all necessary staff
needed for operations would be provided. The
estimated total investment would be between
$75,000 and $95,000. $10,000 would go towards
landscaping and exterior infrastructure. The
remaining amount would be used for the
construction of the new pavilion, new equipment,
and necessary electric and plumbing. Phase I of
pre-construction is desired to start in March of
2016. Phase II of site preparation and soft
opening is desired for April of 2016.

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Umbrella Bar at Mitchell Boulevard Park:
The Umbrella Bar is seeking to develop a full service
class B establishment on a 15 year contract plus a 10
year renewal option. This will be a seasonal Bar
with a fully developed patio space with ample
seating outdoors and limited indoor seating
available. The patio will feature a fire pit, gas fed
stone oven, and an ancillary umbrella. The UB
intends to utilize the grounds to develop a
successful summer concert series and act as an
anchoring venue for private events. The main focus is to serve beer, spirits, and wine along with stone
fire pizza. Later on they would add on a waterfall, retaining wall, a small satellite umbrella, and paver
walkways.
The Umbrella Bar would utilize existing lines nearby to satisfy the needs of electric, gas, and water and
on site buildings for storage. They would also like to use on site bathroom facilities as long as they are
within adequate distance of the development site. Park improvements would include additional fill to
create an area large enough for the bar, mulch, and flower beds around the site.
The UB proposes a fixed county revenue of $10,000 annually. They would also provide a contingent
county revenue of 5% of the net earnings for years 1 to 5, 8% for years 6 to 15, and 10% for years 16 to
25. This proposal is based off of a current contract with the UB at The Rock Sports Complex.

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PANEL RECOMMENDATIONS
Scout Lake:
Three no’s – ScoutLake istoo close to RootRiverCraft BeerGarden,whichthe Parkswill operate in
2016. There isalso notenoughspace for parkingtosuitthe capacityof the proposedbeergardenandthe Parks
wouldlike toaddthislocationtothe TravelingBeerGarden’s.
Pere Marquette:
Two yes’sand one no – This wouldallow more people toenjoythe outdoorpark indowntown
Milwaukee andif the Parksdonot take action inthislocationsoon,the historical societywill probablyplace a
beergardenon theirpatiowithinayearor so.
Mitchell Boulevard:
No official vote taken(moreinformationisneeded) –Mitchell Parkisinan area of hightrafficin the
summermonths. Local tavernswouldhave oppositiontothe Parkshavinga “bar”.