Milwaukee’s Nearly-100-Year-Old Hilton City Center Nominated to Join the National Register of Historic Places

The Hilton City Center, formerly known as Hotel Schroeder, has been nominated by its owner, Marcus Corporation, to join the National Register of Historic Places.

The more than 25-story, 275 foot-tall Milwaukee landmark was first opened in 1928 by Walter Schroeder, and was acquired by Marcus Corporation in 1995. 

Milwaukee’s Historic Preservation Commission is responsible for designating historic landmarks and historic districts by reviewing nominations for the national register.

“It’s primarily an honorary program to recognize places that have had some impact on the history of the United States, whether it’s because of their design, or strictly because of their importance as a place that history occurred,” said Senior Planner of the Historic Preservation Commission Tim Askin. 

However, when the Historic Preservation Commission reviewed the application on Feb. 5, they observed several discrepancies that called for further consideration.

“It was clear that the person who wrote it wasn’t in Milwaukee any longer than it took to take the photos,” said Askin. “A few days ago, Milwaukee Public Library put up a big Instagram post of like 15 historic pictures from their archives, and the person who wrote this up didn’t walk the three blocks over to the library while they were in town.” 

Although the commission agreed that not enough effort was put into the application, a clear case was made for the Schroeder Hotel to join the national register.

“We expect a more thorough job in the future,” said Ann Pieper Eisenbrown, chairperson of the Historic Preservation Commission, during their meeting on Feb. 5.

The final decision of the Historic Preservation Commission was to support the nomination with the condition that they draft a new application with fewer discrepancies.

Walter Before Schroeder

Walter Schroeder was born in Milwaukee on May 19, 1878 to German immigrants Christian and Amalia Schroeder, and he would often work in his father’s Third Ward meat market after school.

After eighth grade, Schroeder left schooling behind and began to work as a clerk in the Office of the Milwaukee Register of Deeds at age 14. There, Schroeder learned the ins and outs of real estate while earning $3.50 a week.

Schroeder also got a second job at the Milwaukee Daily Reporter for $6.00 a week. After two years, Schroeder offered to buy out the owner of the paper, and was promptly fired.

In response, Schroeder bought a horse and buggy, and began a rival newspaper called the Milwaukee Daily Abstractor. Schroeder’s rival paper soon overtook the Milwaukee Daily Reporter, and the two papers were merged creating the Daily Reporter.

In the 1880s, Walter Schroeder’s father created the real estate company Chris Schroeder & Sons. Through this company, In 1912 Schroeder took over the refinancing of the new Wisconsin Hotel, the largest hotel in Wisconsin at the time, and entered into the hotel business.

Throughout the 20s, Schroeder would build six hotels in Wisconsin including the Schroeder Hotel and Astor Hotel in Milwaukee, Hotel Northland in Green Bay, Hotel Loraine in Madison, Retlaw Hotel in Fond Du Lac, and the Wausau Hotel.

Schroeder also built the Duluth Hotel in Minnesota, and acquired the Calumet Hotel in Fond Du Lac and the Vincent Hotel in Michigan.

From the Schroeder Hotel to the Hilton City Center

The Schroeder Hotel was designed by famed Chicago Architects Holabird and Root, the same company that designed the Chicago Building

It was opened in 1928 to service the North Shore Line Terminus, the Milwaukee Road Depot and the Interurban Terminal and Streetcar Hub.

In 1965, it joined the Sheraton hotel chain, and was renamed to the Sheraton-Schroeder. In 1968, there was talk of simplifying the name to the Sheraton Milwaukee, but that never happened due to public outrage.

In 1972, it was sold to Ben and Steve Marcus. The hotel was renamed Marc Plaza, and underwent an extensive $8 million renovation. In 1994, they would renovate the hotel again to restore its 1920’s style.

In 1995, Marcus Corporation in association with Hilton Hotels and Resorts would acquire the hotel, and rename it the Hilton City Center. The Marcus Corporation also added two restaurants, an attached parking garage, a skywalk to the Wisconsin Center and a 12-story addition designed by Kahler-Slater.

Why is it Being Nominated Now?

With such a rich history spanning almost 100 years, some may say that this nomination is long overdue. Every other hotel in Schroeder’s portfolio has joined the register, except for the Vincent Hotel in Michigan and the Duluth Hotel in Minnesota.

“You’d be shocked by how many buildings are not on the local register,” said Matthew Jarosz, chairperson of the Historic Preservation Commission, during their meeting on Feb. 5.

The application to nominate a building does not require the company to disclose why they are choosing to apply. However, the main benefit of joining the register is that properties listed in the national register have the opportunity to receive federal and state income tax credits that can help pay for a building’s rehabilitation.