EXCEEDING YOUR EXPECTATIONS
There are 3 million reasons why Brookfield is the place to shop, play, dine and stay in southeastern Wisconsin; one for every square foot of retail shopping. And one reason for each of our 157 restaurants. Plus one for every one of Brookfield’s 15 hotels. And we haven’t even started talking about the 2 regional malls that bookend Bluemound Rd., or the 32 shopping malls scattered in between.
Exceeding expectations is what we do every day. There is not another spot in the state that offers more market firsts than Brookfield. Consider retailers like Von Maur, Kendra Scott, LL Bean, Arhaus, Scout and Molly, and Twigs; restaurants like Uncle Julio’s, Mission BBQ, Goddess and the Baker, and Grimaldi’s Pizza; entertainment options like Whirlyball, Tavern Theater, Silverspot and more. You won’t find them anywhere but here. And you know what else you’ll find here because of all those firsts? Positive economic impact. Let’s break it down… 2018 direct visitor spending in Brookfield was $321.3 million. This is an increase of 4.3% over 2017 and makes up 39% of Waukesha County’s total tourism income. It places Waukesha County in the top 4 for visitor spend in the state ahead of both Brown County and Door County. Brookfield itself makes up for 2.41% of the overall direct tourism spending in Wisconsin. The net effect of this spending is equivalent to handing out a dollar bill to every person in America. Visit Brookfield focuses on 4 key areas of promotion- shop, play, dine, and stay. Retail makes up 27.9% of total visitor spending, or
$89.7 million. Dining comes in a close second at 26.2% and $84.2 million. Lodging brings in 24.1% of visitor spending which translates to $77.5 million. Recreation accounts for 13.4% and $43 million. The remainder is made up of transportation spend at 8.4% or $26.9 million. Each area posted growth in year over year spending. It should be noted that this visitor spend activity sustains a total of nearly 4,200 hospitality jobs in Brookfield. Spending occurs on a bell-shaped curve, with Q3 consistently showing the largest financial gain. In 2018, $62.4 million was spent in Q1, (a .34% increase over 2017), $85.6 million in Q2, (a 1.84% gain over 2017), an impressive $98.7 million in Q3, (plus 6.30% over 2017) and $74.6 in Q4 (an 8.24% increase over 2017). It can be argued that the strong spend in Q3 corresponds to back to school and pre-holiday shopping, but it is interesting to note that the largest percentage increase occurred in Q4. State wide tourism spends follow similar patterns regardless of location. It’s easy to think of areas like Door County and the Dells when talking tourism. But tourism is not just kayaking, cherry picking and water parks. Sometimes tourism means staying overnight after a baseball game, spending a girls’ weekend shopping and spa-ing (we just made up that word) or driving out of your home territory for great table-side guacamole. The look of tourism is changing, and it’s a change that looks great for Brookfield. Come shop, play, dine and stay. Let us exceed your expectations.
SHOP ■ PLAY ■ DINE ■ STAY Request a FREE Visitors Guide and Coupon Book
800-388-1835 • www.visitbrookfield.com
THE IMPAC SHOP Brookfield Square and The Corners bookend a 4-mile stretch of Bluemound Road that is home to 3 million square feet of retail. Featuring famous retailers, and a new entertainment sector, the ongoing revitalization efforts at Brookfield Square are a mustsee. The Corners is a destination lifestyle center that is home to many first to market restaurants and retailers. In addition, the City and Town of Brookfield are home to 32 unique shopping plazas featuring national brands and local favorites.
95 M.
90 M. $89.7M
85 M.
$85.4 M $82.8 M
80 M. $78.6 M
75 M.
$75.2 M
70 M 2014
2015
2016
2017
2018
Indicates Retail Spending
Retail Spending 2014 - 2018 (millions) Retail Spending
2014
2015
2016
2017
2018
$75.2
$78.6
$82.8
$85.4
$89.7
4.32%
5.34%
3.14%
5.04%
Growth Rate
DINE From casual and quick to fine and fancy, Brookfield’s more than 150 restaurants can satisfy all appetites and price ranges. Visit a national brand or enjoy a meal at a locally-owned spot. Either way, you’ll enjoy a menu full of favorites- from traditional ethnic foods to home-style favorites. Your inner foodie can go on a world tour without ever leaving Brookfield. (Just leave some room for Kopp’s Custard…).
85 M. $84.2M $81.8M
80 M. $78.3M
75 M. $74.7M
$71.9M
70 M. 2014
2015
2016
2017
2018
Indicates Food and Beverage Spending
Food and Beverage Spending
Growth Rate
2014
2015
2016
2017
2018
$71.9
$74.7
$78.3
$81.8
$84.2
3.89%
4.81%
4.47%
2.93%
800-388-1835 • www.visitbrookfield.com
CT OF TOURISM PLAY Fans will enjoy Brookfield’s easy in and out access to all the professional sporting events and concerts at Miller Park and the Fiserv Forum. Fine arts also thrive in the area. Local venues like the Sunset Playhouse and the Sharon Lynne Wilson Center compliment the nearby professional music, theater and dance scene in Milwaukee.
45 M.
$43M
$41.1M
40 M. $39.5M $38.7M
For the nature lover and outdoors enthusiast, over 2,000 acres of beautiful park and recreation areas span the Brookfield area including the Greenway Trail, a system of off-street trails perfect for walking.
$35.6M
35 M.
2014
2015
2016
2017
2018
Indicates Retail Spending
Recreation & Entertainment Spending 2014 - 2018 (millions) Recreation and Entertainment Spending
2014
2015
2016
2017
2018
$35.6
$38.7
$39.5
$41.1
$43
8.71%
2.06%
4.05%
4.62%
Growth Rate
STAY With 15 hotels and over 2,000 rooms to choose from, you’re sure to find the perfect night’s sleep. Enjoy stress free access from air or interstate, complimentary breakfast options, Wi-Fi, workout facilities, pools, free parking and more. From extended stay hotels to single rooms and suites, you and your family will feel right at home in Brookfield.
Lodging Spending
Growth Rate
80 M. $77.5M $75.2M
75 M. $73.9M $71.3M
70 M. $68.5M
65 M. 2014
2015
2016
2017
2018
Indicates Lodging Spending
2014
2015
2016
2017
2018
$68.5
$71.3
$73.9
$75.2
$77.5
4.08%
3.65%
1.75%
3.05%
800-388-1835 • www.visitbrookfield.com
OPENING IN 2020 The Brookfield Conference Center will feature on-site catering and beverage service, beautiful outdoor plaza space, spacious atrium with natural light, ample free parking, and an attached Hilton Garden Inn. Two modular ballrooms with 18,000 square feet, and 6,000 square feet can be divided to accommodate groups of all sizes. Brookfield is conveniently located along I-94 between Milwaukee and Madison. With over 2,200 hotel rooms within a 1-mile radius, 150 restaurants, and 3 million square feet of shopping, an event in Brookfield will exceed your expectations. Restrooms
Celebration Atrium
Connection to to Hilton Garden Inn
CONNECT A
CONNECT C
Connect A-1
Connect C-1
Connect A-2
Connect C-2
Collaborate A
Connect A-3
Connect C-3
Collaborate B
Collaborate C
Collaborate Ballroom
Celebration Plaza
CONNECT B
Restrooms
Boardroom Offices
CONNECT. COLLABORATE. CELEBRATE. 262-789-0220 • www.brookfieldconferencecenter.com