Marcus Corporation announced the completion of a $42 million renovation of the historic Hilton Milwaukee, a 1928 Art Deco landmark. The overhaul added a new lobby and bar, upgraded meeting and event spaces, and fully restyled 554 guest rooms, marking the largest capital investment in the company’s hotel division and the most extensive transformation in Marcus Hotels & Resorts history.
The renovation positions the Hilton Milwaukee as a premier convention and group destination, leveraging its proximity to the expanded Baird Center. Management expects the refreshed property to lift RevPAR and occupancy rates, supporting the company’s broader strategy of driving higher-margin, high‑volume business in its flagship hotels. The project’s scale also signals Marcus’s commitment to maintaining a competitive edge in Milwaukee’s crowded hospitality market.
Michael Evans, president of Marcus Hotels & Resorts, said the project “preserves the hotel’s historic legacy while welcoming a new generation of guests.” He added that the investment is part of a $160 million renovation plan across several key properties, including the Pfister Hotel, aimed at modernizing the portfolio and boosting long‑term profitability.
In addition to the full‑scale renovation, the 175‑room west wing will reopen in early 2026 as The Marc Hotel, an independent limited‑service property. The decision to keep the west wing separate allows Marcus to maintain room supply for the Baird Center without incurring further renovation costs, aligning with the company’s focus on operational flexibility and revenue optimization.
While the completion announcement did not trigger a measurable market reaction, the investment underscores Marcus’s strategic shift toward higher‑quality, high‑yield assets. The renovation is expected to strengthen the hotel division’s financial performance in the coming quarters, complementing the company’s strong Q4 2024 earnings, which saw revenue rise 16.6% and net earnings turn to $1.0 million after a prior‑year loss.
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