New TV Show, accessibility program and relief fund aim to support Milwaukee’s tourism momentum
MILWAUKEE (May 13, 2025) – Visit Milwaukee celebrated a record-breaking year and an even brighter future today at its 2025 Annual Meeting, held at American Family Field and presented by Majic Productions. While guests were treated to insightful remarks on the current state of the travel and tourism industry from the U.S. Travel Association’s President and CEO Geoff Freeman, the event also showcased the power of tourism to elevate Milwaukee’s economy and community—highlighting groundbreaking new initiatives, honoring hospitality leaders, and offering a first look at a major media project set to put Milwaukee on center stage.
“From launching ‘Milwaukee Made’ to championing accessibility and establishing a relief fund for local businesses, everything we announced today is about one thing — making Milwaukee stronger,” said Peggy Williams-Smith, president and CEO of Visit Milwaukee. “We’re not just marketing a destination—building a more vibrant, inclusive, and resilient community through tourism.”
Among the most exciting announcements:
“Milwaukee Made” TV Show Launches This Summer
Visit Milwaukee debuted the trailer for “Milwaukee Made,” a new limited television series produced in partnership with TEAM LAMMI and hosted by event expert David Caruso. Sponsored by Sprecher Brewing and Milwaukee Repertory Theater, the series will spotlight the unique people, places, and products that make Milwaukee a one-of-a-kind destination. The show will air this summer in key regional markets and online, further enhancing Milwaukee’s growing national profile.
Midwest’s First Destination Partner in Global Accessibility Initiative
Visit Milwaukee announced it has joined the Hidden Disabilities Sunflower program, becoming the first destination marketing organization (DMO) in the Midwest to do so. The globally recognized initiative raises awareness of non-visible disabilities and helps individuals request additional support in public spaces through a discreet sunflower symbol. The program started at the Milwaukee Mitchell International Airport and is now available at all Visit Milwaukee visitor touchpoints, including the Baird Center’s new visitor center.
The destination marketing organization plans to expand its marketing to travelers who need accessible accommodations. It will soon roll out ways for partner businesses to market themselves even better to these visitors.
New Emergency Relief Fund Supports Hospitality Businesses
Visit Milwaukee also announced the launch of the Visit Milwaukee Foundation’s Emergency Relief Fund, presented in partnership with Boelter SuperStore. The fund is designed to assist hospitality-related businesses facing unexpected hardships, from property damage to operational disruptions and other crises. Grant awards will range from $500 to $2,000 per business per year, with additional in-kind assistance from Boelter SuperStore in the form of gift cards to help replace damaged supplies or equipment.
“With over 95 years in Milwaukee’s food and beverage industry, Boelter celebrates the resilience and spirit of our community,” said Eric Boelter, President of Boelter SuperStore. “We’re proud to partner with Visit Milwaukee’s Emergency Relief Fund, supporting our hospitality sector and building a vibrant future together.”
The event also honored standout individuals and organizations making an impact on the city’s tourism scene:
- Heart of Milwaukee Award: Tom Riese, longtime concierge and tour guide for the Milwaukee Brewers, recognized for his exceptional frontline hospitality.
- Dear MKE Award: Harley-Davidson Museum, for capturing national media attention through generous RNC partnerships and pop culture moments.
- Milwaukee Magnet Award: Amtrak, for the launch and rapid success of the new Borealis line connecting Milwaukee to the Twin Cities.
- Cecilia Gilbert Public Servant Award: State Senator Julian Bradley and State Representative Alex Dallman, for championing policies that strengthen tourism in Wisconsin.
- Joe Bartolotta Hospitality Award: David Marcus, of Benson’s Restaurant Group and Marcus Investments, for his ongoing philanthropic and business leadership in Milwaukee’s hospitality industry, and for generously assisting Visit Milwaukee in its marketing and sales efforts year-round.
- Legacy Award: Beth Weirick, outgoing president and CEO of Milwaukee Downtown BID, for her transformative leadership and decades-long commitment to Milwaukee’s urban core.
In addition to these awards, Visit Milwaukee offered a heartfelt tribute to outgoing Visit Milwaukee Board Chair Sarah Pancheri, with incoming Chair Kristine Hillmer of the Wisconsin Restaurant Association stepping into the role later this summer. It also toasted the first anniversary of the Baird Center expansion, for which the Visit Milwaukee sales team has already booked events estimated to generate over $174 million in economic impact.
About Visit Milwaukee
Visit Milwaukee creates economic impact and supports a stronger, more inclusive community by promoting the Greater Milwaukee area as a premier tourism destination. Strengthened by Visit Milwaukee’s dynamic convention and leisure marketing initiatives, tourism to Milwaukee contributes $6.388 billion to the local economy, supporting nearly 44,000 hospitality employees. Visit Milwaukee has over 900 members, including hotels/motels, restaurants, attractions, services, and area businesses. The Wisconsin Center District, with its recently completed $456 million Baird Center expansion, the city of Wauwatosa, and Potawatomi Casino | Hotel are strategic partners with Visit Milwaukee, providing funding support for conventions and tourism programs. For more information, call (800) 554-1448 or visit www.visitmilwaukee.org.
