Beer Garden Progress ReportMilwaukee 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.

2012 YEAR 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.

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2012 & 2013 Beer Garden Map

2013 YEAR IN REVIEW2013 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.

2014 YEAR 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.

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2014 Beer Garden Map =Traveling

Root River South Area 1 June 4 - 15Coast Guard June 18 - 29Doctors Park July 2 - 13Red Arrow Park July 16 - 27Greene Park July 30 – Aug. 10Falk Park Aug. 13 - 24Root River Aug. 26 – Sept. 7

= PermanentEstabrookThe Landing at HoytHumboldt Beer Garden

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.

2015 YEAR IN REVIEW

South Shore Terrace:

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2015 Beer Garden Map =Traveling Beer Garden 1 =Traveling Beer Garden 2

Root River Area # 1 & Dretzka Chalet May 20 - 31Froemming & Gordon June 3 - 14Grant Area #5 & Doctors June 16 - 28Sheridan Shelter & Falk July 1 - 12G.F. Shelter 3A & Domes July 15 - 26Holler & Brown Deer July 29 – Aug. 9Greene & Red Arrow Aug. 12 – 23Root River Area #1 & Juneau August 26 – September

7 = Permanent

EstabrookThe Landing at HoytHumboldt Beer GardenSouth 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.

The Traveling Beer Gardens:

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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.

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.

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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 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

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2016 Beer Garden Map =Roll out the Barrel Tour

Root River Area # 1 May 18 – June 12Grant Area #5 June 15 – July 10Greenfield Area 3A July 13 – Aug. 7Root River Area #1 Aug. 10 – Sept. 16

=Pass Me a Pint TourJuneau May 18 – May 30Kletzsch June 1 - 12 Froemming June 15 – June 26Holler June 29 – July 10Red Arrow July 13 – July 24Hales Corners July 27 – Aug. 7Brown Deer Aug. 10 – Aug. 21Doctors Aug. 24 – Sept. 5

= PermanentEstabrookThe Landing at HoytHumboldt Beer GardenSouth Shore Terrace

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.

PROPOSALS

P a g e 8 | 122016 Beer Garden Map =Roll out the Barrel Tour

Root River Area # 1 May 18 – June 12Grant Area #5 June 15 – July 10Greenfield Area 3A July 13 – Aug. 7Root River Area #1 Aug. 10 – Sept. 16

=Pass Me a Pint Tour

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.

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2016 Beer Garden Map =Roll out the Barrel Tour

Root River Area # 1 May 18 – June 12Grant Area #5 June 15 – July 10Greenfield Area 3A July 13 – Aug. 7Root River Area #1 Aug. 10 – Sept. 16

=Pass Me a Pint Tour

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.

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.

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BEERGARDEN

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.

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

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25. This proposal is based off of a current contract with the UB at The Rock Sports Complex.

PANEL RECOMMENDATIONSScout Lake:

Three no’s – Scout Lake is too close to Root River Craft Beer Garden, which the Parks will operate in 2016. There is also not enough space for parking to suit the capacity of the proposed beer garden and the Parks would like to add this location to the Traveling Beer Garden’s.

Pere Marquette:

Two yes’s and one no – This would allow more people to enjoy the outdoor park in downtown Milwaukee and if the Parks do not take action in this location soon, the historical society will probably place a beer garden on their patio within a year or so.

Mitchell Boulevard:

No official vote taken (more information is needed) – Mitchell Park is in an area of high traffic in the summer months. Local taverns would have opposition to the Parks having a “bar”.

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