Brookfield Conference Center Built With Flexibility In Mind

BROOKFIELD, WI — The new Brookfield Conference Center project started a decade ago as graduate school work for Nancy Justman. Now the CEO of Visit Brookfield, the city's convention and visitors bureau, Justman has been working on the project with the city and Visit Brookfield.

"I wrote my master's thesis about building a conference center in a suburban market," Justman said.

She found a supportive audience in the Brookfield Mayor Steve Ponto and others. After a few research studies to see if the idea would be viable and feasible, the project was a go.

Brookfield is mostly an affluent community, with numerous dining and hotel options.

The Hilton Garden Inn Milwaukee is attached to the new Brookfield Conference Center, which is within walking distance of the Brookfield Square mall entertainment and restaurant district.

The conference center was designed by Kahler Slater and serves as a new architectural feature along the Interstate 94 corridor. The 54,000-square-foot multipurpose building also holds Visit Brookfield offices. The conference center can accommodate more than 2,000 people.

"We built it with the idea that it is so versatile and could work for almost all clients," Justman told Patch.

The conference center is 100 percent funded by a hotel room tax and is owned by the city. Visit Brookfield does the marketing and helps to sell it. The Hilton Garden Inn operates the conference center.

Pandemic Pause

The conference center, at 325 S. Moorland Road, was supposed to open in April, but the pandemic pushed the opening back to July.

Justman said the conference center had roughly 100 events scheduled this year. Due to the pandemic, many had to be moved.

"We see a lot of short-term bookings now and smaller functions, or functions that need more space," she told Patch.

The facility does enforce cleaning, masks, social distancing and capacity limit the best it can. Justman noted that because the center is brand new, its air quality is as high as it can be.

Even at the 25 percent capacity limit set by Gov. Tony Evers, the conference center can still accommodate several hundred people.

Evers and state health officials issued a new statewide order Oct. 6 capping gatherings at indoor public spaces such as stores, bars, and restaurants at 25 percent capacity. The order is set to expire Nov. 6.

Earlier this week, a judge reinstated the order after another judge previously put a temporary hold on it. On Monday, a judge declined a request from the Tavern League to keep the order on hold while the lawsuit is pending.

Even though there is back and forth on the decision, Justman and staff continue to help clients the best that they can.

"It has been interesting and for us; it is about going with the flow," she said.

Interesting aspects

The conference center has some unique characteristics, such as a sculpture called "Migration" in the atrium. Justman said Brookfield used to be a great blue heron sanctuary.

"This artwork symbolizes heron that would be flying," she said.

The sculpture has 180 pieces that resemble feathers. It is representative of "communities coming together," according to the sculpture's description. It symbolizes the movement people make to connect with each other.

Another art piece, near the restrooms, shows the progression between Milwaukee and Brookfield. An interactive media wall showcases a montage of vintage, historic and current photos of the Brookfield area.

The floors in the facility are terrazzo, which is a hearty material. Off to the side in the atrium is a terra cotta wall that extends above the ceiling and goes through the roof.

"I always tell people we are the building with the orange roofline," she said.

The main ballroom, 18,000 square feet, was built with the "client and flexibility in mind." It can be divided into 11 different configurations. Each room has a screen for presentations and other events.

Outside is 9,000 square feet of space that has been used for weddings and cocktail parties. The lighting and landscaping provide a private space for gatherings.

The conference center has in-house catering and beverage services complete with a kitchen.

"We built it with the idea we can do all things for all people," Justman said.

For more information on booking, tours and public events visit www.Brookfieldconferencecenter.com.