Popular Local Music Venue is Making a Big Move

Parker Schultz, better known as indie rock musician Social Cig, still recalls his first time headlining The Back Room at Colectivo in August of 2022. Schultz was the first Milwaukee-based artist to host their album release show at The Back Room, a tradition that has since become a rite of passage for local bands.

“I just remember the release show being one of the best nights of my life,” Schultz said. “I don’t know, just a magical night. All the homies and all my family and friends were there.”

In May, the Pabst Theater Group announced that The Back Room would be closing in December. The venue was located in the back of the Colectivo Coffee on North Prospect Ave, notable for its laid-back and intimate atmosphere. Local country-rock group Rat Bath played one of the last ten shows at the venue in November.

“I was sad to see it go,” said the group’s lead vocalist Fred Kenyon. “It’s been fairly recent that local artists have been invited to headline that stage. It used to really just be reserved for touring artists.”

The Back Room, the only music venue on Milwaukee’s East Side operated by the Pabst Theater Group, had become a key part of the city’s rapidly growing music scene in recent years. Following Schultz’s sold-out album release show at the venue, several other local groups were given the opportunity to play headlining slots there, including Rat Bath, Bug Moment, Diet Lite and Scam Likely.

In November, The Back Room’s East Side successor was officially announced to the public. Vivarium will open its doors in early 2024 on 1818 N. Farwell Ave.

“The idea is to try to create something that has life and energy to it,” said Matt Beringer, the Pabst Theater Group’s chief operating officer. “Some of that is a nod back to even the aesthetic of The Back Room at Colectivo – which was, for people who came through there, an incredibly unique place to see a show versus other rock clubs around the country.”

Like The Back Room, Vivarium will be an all-ages venue with unique interior design. The venue will be decorated with plants and other greenery, in order to replicate the welcoming ambience of The Back Room. One significant difference between the two venues will be their capacities: The Back Room was a 300-person venue, while Vivarium will be larger with a capacity of 450.

“I think it’s a challenge that bands are willing to face,” said Amber Solheim, booking coordinator for the Pabst Theater Group. “A lot of bands want to prove themselves by being able to say ‘we sold out The Back Room. We grew beyond the smaller-capacity rooms, well, now we sold out the Vivarium.’”

“I’m doing album release number four at the Vivarium in April,” said Schultz. “I definitely think it’s a good step-up from The Back Room. Even though I do love the size of the 300-cap, I feel like 450 is a good next level without being too big. I feel pretty confident in packing that, and it also gives me room to grow.”

Although Vivarium’s official opening date is not yet known to the public, around 20 shows have already been announced at the venue, with the first taking place on Thursday, Feb. 22. An all-local bill is on the books as well, with Diet Lite, Motel Breakfast and Lady Bird taking the stage on Friday, March 1.

“I think the Pabst Theater Group working with local DIY bands is a really good thing, and it’s changing the music scene for the better,” said Kenyon. “I think 10, 20, 30 years from now, people who lived in Milwaukee in the 2020s are gonna look back and be like, ‘that was the beginning of something amazing.’”