The new owners of the Milwaukee Athletic Club announced on April 25 that the building will undergo substantial renovation to provide a new home for Milwaukee’s only private social and full-service athletic club.

The joint venture development team of J. Jeffers & Company and Interstate Development Partners, along with partner Sage Hospitality, recently closed on the purchase of the 758 N. Broadway building. Their vision for the site includes a complete renovation and reimagining of the hotel, the addition of new dining and entertainment outlets, and the creation of ground-level retail that would be open to the public.

“We are thrilled to begin the expansive work necessary to restore the building to the grandeur befitting the historic Milwaukee Athletic Club and become a hospitality destination for both visitors and residents throughout the region,” said Tony Janowiec, president, Interstate Development Partners.

The $70 million investment in the building’s renovation will include major changes that will be welcomed by members and the public alike. The renovation will include creating brand new member fitness and social areas complete with an unparalleled year-round rooftop member lounge and fitness center with skyline and Lake Michigan views, member co-working space and complete rehabilitation of the basketball court and swimming pool.

“This building is a one-of-a-kind historic design, which provides a compelling and exciting challenge to blend history and ageless design with modern amenities, welcoming environments and conveniences,” said Josh Jeffers, president and CEO, J. Jeffers & Company.

Updates to the public facilities will entail complete renovation of existing hotel rooms, updates to the hotel lobby and public areas, restoration of the expansive event venues and the addition of a first-floor restaurant concept new to the Milwaukee area.

Denver-based Sage Hospitality, a partner in the redevelopment of the Milwaukee Athletic Club, will direct all aesthetics and interior design of the 758 N. Broadway building, as well as take over operation of the hotel, restaurant and event space when those launch. The redesign of the building will pay homage to the grandeur and history of the building while bringing in new, modern touches and amenities.

Sage is responsible for many similar projects including the rejuvenation and redevelopment of the historic Denver Union Station, including the addition of the iconic Crawford Hotel, and nearby Oxford Hotel in Denver.

“Our confidence and patience has paid off as our development partners have reached this critical milestone and the construction of our new club can now proceed full steam ahead,” said David Kriete, Milwaukee Athletic Club board president. “The plans for the new MAC will allow the club to realize our dream in re-imagining the member experience; elevating the membership value for existing members; and setting the stage for attracting the most eclectic, diverse and energetic array of Milwaukee’s social influencers as new members.”

According to the update to MAC Club members, the renovation work will begin immediately, and by mid-summer, Club members will get a sneak peek of the renovation progress as part of an experiential party to unveil what the new Club and building will offer.

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Lee Matz