Performing Arts Support Tourism Recovery in Milwaukee

The guests at the Milwaukee Rep lined up for a live performance at the theater’s mezzanine entrance. They followed safety protocols for COVID-19 by wearing masks, forming lines between solid plastic barriers and taking turns standing on blue dots placed six feet apart on the floor. Each guest passed an infrared thermometer for a temperature check before entering the theater.

The Milwaukee Rep staff kept the lines of guests moving with touchless tickets, scanning smartphones and home-printed tickets. They guided guests to their seats while thanking them for attending to the performance. 

Seating was spread out and limited, with the empty seats each taped off with a thick blue band printed with the words “stay healthy.”

More than one year ago, like most Milwaukee businesses, the Milwaukee Rep closed its theater for COVID-19 related precautions. The Milwaukee Health Department reduced pandemic restrictions in March, and the Milwaukee Rep staff scheduled an in-person performance for April 27. There were 180 tickets for sale, which was only 25% of the theater’s full capacity.

Stage performer Alexis J Roston performed the music and storytelling of Ella Fitzgerald, also known as the First Lady of Song. 

“Being at home and not signing for a year or more, is a little bit of torture,” Roston said. “I have sung things online for different theaters that I have worked for, but it’s nothing like having the energy of the people in the room with you.”

The theater staff did not stage any live performances, but they created digital platforms and connected with people worldwide. The Milwaukee Rep’s Executive Director Chad Bauman said the past 13 months have been the most difficult in his career.  

“They don’t train you on how to deal with worldwide pandemics in drama school,” Bauman said. “We did the best we possibly could, we reduced expenses and we kept as many people employed as possible. We’re in a talent-based industry, so the more people we keep employed, the better and stronger we can pull out of this.”

The COVID-19 vaccine gave staff the confidence to open the theater, and they did it safely, according to Artistic Director Mark Clements.

“Not even a year ago, we heard that there might be a vaccine possible. Now, a large portion of the people in this country are getting it,” Clements said. “That gave us hope.”

Kathleen Dunn and Carolyn Berllin purchased two of the first tickets available for the in-person event at the Milwaukee Rep.

“I feel for the performers, who I know have had to struggle thorough the course of this year,” Dunn said. “To actually see performances, there is nothing quite like that. I have missed it terribly.”

“I gave an extra gift to UPAF (United Performing Arts Fund) this year,” Berllin said. “I thought those performers and those organizations, even though we are not going, they need to pay payroll and make sure that the organization continues.”

LaMarr Franklin and Lynda Franklin from Glendale, Wis. said this was the first live performance they have attended since the pandemic closed Milwaukee businesses 13 months ago. They planned to visit more Milwaukee theaters and restaurants this summer. 

“It’s going to be a great season, I am looking forward to it,” LaMarr Franklin said. “We’ll probably head to Elsa’s tonight.”

“The first domino falling to get these businesses back to normal and operating is to get people out of their homes, feeling safe and participating in something like theater,” Bauman said. “Then they will go to a restaurant, then hopefully they will stay overnight at our hotel and tourism will come back up. The arts are really central to getting the city back up and running.”