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Milwaukee is a lucky city. Twelve years ago, after seeing the success of Pike Place Market in Seattle, a farsighted group of individuals got together and decided to create a super-sized year-round Public Market in the heart of downtown — the 3rd Ward — an area with historical connections to fresh produce and commerce that had decayed from years of neglect. Today, the Milwaukee Public Market is the anchor tenant of a revitalized 3rd Ward — a destination for a variety of fresh food, dining, entertainment, art, fashion and meeting your friends.
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"For those of us who work down here," says Stephanie, a young shopper at the market, "we’re constantly running into each other. So, when we do a lunch break you’re still seeing people you want to talk to about work and sometimes you run into people you just graduated with."
For downtown residents like Joel and Susie Pittelman, the market offers variety. "You can get their coffees, their breads, their bakeries, the soups, the produce, the prepared foods, the wines, the spices. It’s really one stop shopping."
The market opened in 2005, following ten years of planning and development. "It was an economic generator and stimulus for the 3rd Ward and downtown areas," explains David Ware , operations manager for The Milwaukee Public Market. "We're on the northern fringe of the 3rd Ward, an old warehouse and produce district that’s become a very popular and growing area." Indeed offices, condominiums, shops and restaurants are new in the area and the Public Market attracts shoppers from the 3rd ward and more broadly, Milwaukee, and Southeastern Wisconsin, becoming known as the fresh food center in downtown Milwaukee.
"Whether it's meat, cheese, sea food, sushi or baked bread," explains Chef Brian Moran  at The Public Market, "there's a demand for quality. People come for that reason. They know where the freshness is. But they're also coming down here because they're bringing friends, bringing people from out of town. And it's a destination place now. The 3rd Ward is exploding and getting bigger and bigger and bigger. But I don't think it would be what it is now without the Public Market."
To add to the enjoyment, the 28,000 square foot, 2-story block-long new facility in downtown Milwaukee is open seven days a week and offers free parking.
"There's foods here you can't find anywhere else," says Marty Asher, customer from West Allis, Wisconsin.
"The produce is particularly wonderful," says Susie Pittelman. It's really fresh. We'll come and we'll buy the corn and take it home. We live five minutes from here and cook it right away. It's like corn you've never eaten before. It's sweet!"
But you may be saying, how is this different from a grocery store? Here's what we heard.
"We'll never be a grocery store," says Sherry Bantug , marketing manager, "in that we have 17 independent vendors. Every station is independently owned, so that people have that one-on-one interaction with often-times the business owner themselves or their chefs or cooks that are here. You really see different personalities at all the vendors and different noises, and different sounds and different tastes. And that's not necessarily something you'd see at a grocery store."
"They're coming here for fish and wine and breads," says Chef Moran. "It's really a new philosophy of getting people to shop once a day as opposed to getting people to shop once a week at the grocery store. And people love it. It's been just a huge success in Milwaukee."
People love it. It's been just a huge success in Milwaukee.
A tourist and a downtown employee express other reasons to be attracted to the Public Market.
"My family and myself are on special diets," explains Carol from Atlanta. "So, if I buy things fresh at the market, I think it is better for us. We do better with that kind of food."
Milwaukeean Ann Zank shops during her lunch hour. "Well, I like the Stomboli from the bread place and I like the salsa — Pico De Guyo — from El Reys and I stop at the cheese shop too. I kind of spread it all over." Outdoor Farmers' Market When the market opened two years ago, The Milwaukee Public Market and the 3rd Ward council members decided to introduce an Outdoor Farmers' Market on the weekends in spring, summer and fall. Not only would it offer residents an opportunity to purchase farm-fresh produce from local growers to complement the ethnic and artisan foods available inside the market but it would increase weekend shoppers in the downtown and 3rd Ward area. Today, the Outdoor Urban Market is well established, with added attractions like jewelry, clothing, music and art that change the downtown into a festival on Saturdays and Sundays. Even flower arranging and photography are on display.
"Oh, I get 'that's beautiful!' 'How do you do this?' 'Where did you learn this?' All these kind of things," explains Reika Dinges-Speed who sells flower arrangements at the Outdoor Market. "I always tell people flower arranging is an art form. If you like it, go ahead and buy it because the flowers are beautiful."
"At a farmers' market, you see people again and again," says Ian Pritchard who sells his photography at the Outdoor Market. "When people have bought your work you can ask them 'How are you enjoying the work?' And it's great. You see them five years later and they're still enjoying the work."
Sherry Bantug, who managed the Outdoor Market before she became marketing manager for the Public Market, explains what attracts people —
"We have special events every month, live music every week at the Outdoor Market. People come in and get their grilled breakfast which is an awesome thing and cup of coffee and then wander through the market and come back outside for lunch.
We have special events every month, live music every week.
But there's even more to the market than food and art. Fans and food enthusiasts come to the market for the special events throughout the year like scavenger hunts, art festivals, seasonal festivals and even beer and brats day.
"We also have special events like health and wellness in January," says Sherry, "and holiday shopping in November right before Christmas."
Corporate event planners attuned to its special size and downtown location book the Public Market for special occasions and corporate events. Regular culinary demonstrations in a fully- functioning working kitchen attract savvy promoters like a local radio station.
"We did a Valentine promotion in February called 'love me tenderloin' and this time we're doing 'get lean with protein', about eating lean and healthy," explains Jennifer Krueger, 99.1 WMYX. "We always have a really great response and the market has been such a really good partner with us."
And why do vendors choose to sell their wares at The Milwaukee Public Market? Eric Rose owns and operates River Valley Ranch, a mushroom farm and kitchen located about 50 miles from Milwaukee in Slades Corner, Wisconsin. He prefers selling direct to consumers primarily at farmers' markets.
"People at the Market are so appreciative. It is a real treat for me to take myself out and hear that positive feedback about what we do. It's kind of a special place in that way — you're shopping for good food and you're connected to people who grew the food."
It's kind of a special place — you're shopping for good food and you're connected to people who grew the food.
Michael Fields Agricultural Institute in East Troy Wisconsin sells what they grow at the Market. Dan Fillius , a student at the Institute is learning about farming and direct-marketing to the consumer.
"When someone buys the produce that I've spent a lot of my time cultivating, and growing, it's sort of that parent feeling like I'm proud of it. It's leaving home; it's got to strike out on its own now. But definitely I'm happy that I can contribute this great tasting food to their meal, this nutrition to their diet."
Janet Gamble , Dan’s instructor and program director at the Michael Fields Agricultural Institute, explains a recent phenomenon of her students
"The most interesting demographic (of students) which is by far surpassing the younger student, is farming as a second career — people who are in their 30s, 40s even 50s giving up their professions and have some capital and really want to do (farming). They are serious about really taking a stab at it. It's very nourishing and rewarding. You're doing something for the good. You're taking care of the earth. You’re stewarding."
Beyond this spiritual connection, is shopping any different at the Public Market?
"People are caring more for the quality of their food," explains farming student Dan. "When they try the local fresh produce, they can taste the quality and it speaks for itself. If you get something fresh from the farm, it is going to be crisp the way an apple or cucumber is supposed to be. It's a re-awakening for people when they are awakened to the new flavors and can experience the food — that it can be this great thing — this pleasurable experience."
"Talk to the vendors and watch what they are doing," suggests Sherry Bantug. "You can see them cooking. You can see them preparing their coffee and roasting, so the best way is to be as hands-on as possible. Try the different foods, watch the different people whether they're tourists or local neighborhood people. You have to see it for yourself. It really truly is an experience whether it's the smells of bread or the sights of the chefs cooking. You really have to see it. And you won’t be disappointed. I promise."
For this reporter, The Milwaukee Public Market and its weekend counterpart, the Outdoor Urban Market, is a most inviting space. Everything is displayed and lit beautifully. The artisan and ethnic products and freshly-made foods look delicious, prepared with the best of ingredients from fellow-vendors and farmer-partners. If you're in a hurry you can grab a quick bite of healthy food. If you have time to relax and saunter, there is much to see and taste. All the vendors are friendly and love to answer questions. If you like food and entertainment in an urban setting and you're close to Milwaukee, you owe it to yourself to give it a try. I wasn't disappointed. It truly shines inside and out.
The Milwaukee Public Market is located at 400 N. Water Street, Milwaukee Wisconsin 53202. Hours are 10am – 8pm Monday through Friday, 8am to 6pm Saturday and Sunday and parking is free for the first hour. You can visit them on line at www.milwaukeepublicmarket.org or call (414) 336-1111.
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