Bradford Beach Makes a Comeback

It’s about time!

I always wondered what was up with our beaches, why few people hung out there.

I’ve been to the popular sandy patches in Chicago and was always amazed by how packed they were on the weekends – beachside decks had live music and offered happy hour specials while providing a fun atmosphere for the entire family. Milwaukee's beaches, on the other hand, had filthy sand and a rank smell. What gives?

Finally, Milwaukee might have come up with a novel idea to revamp Bradford Beach, giving the community a reason to hit the sand.

Last weekend, Hi-Hat Group, one of the city’s leading restaurant groups, assumed control of the Bradford Beach House and programming at Milwaukee’s sandy pad.

According to OnMilwaukee, Hi-Hat Group has teamed up with G1, Inc. and X-Ray Marketing to begin restoring nearly every aspect of the deserted Beach House. I think this is wonderful news for a part of Milwaukee that has been dying a slow death.

After hearing reports, Eric and I decided to check out the progress ourselves. So that Saturday, we attended the revived Bradford Beach House’s kick-off party.

The spot wasn’t teeming with beach-goers by any means, but it did welcome a larger crowd than what I recall seeing on most days prior. There were rows of top-notch volleyball nets where teams of three played in the Cuervo Gold Beach Volleyball Tour while amateur athletes bumped the ball around on the other open courts.

Around the Beach House, spectators took in the gorgeous lakeshore panorama and watched some intense volleyball games while soaking up the sun. At the same time, kids built sand castles and dug through the dry sand looking for shells. It was really great to see a vivacious crowd breathing life into a once desolate beach.

Those who weren’t in the sand were relaxing on the party deck under patio umbrellas. Meanwhile, live music was cutting through the lake breeze and blaring from the sound system on the lower deck.

The revitalized Beach House is open seven days a week and will offer retail outlets that will sell a full assortment of towels, sunscreen, sand castle-building toys, flip flops and beach mats, even shorts and sunglasses.

Beach-goers will also be allowed to rent volleyballs, soccer balls and goals, as well as, Bagoo with their ID. Eventually the Beach House is hoping to provide folks with boogie and skim boards, inner tubes and beach chairs as well. With lifeguards back on the premises this year, everyone can expect a safe visit to the beach.

Although the retail stores weren’t open and most rentals weren’t available when we were there last weekend, the concession stand was definitely ready for business. Folks were lined up in front of the counter scanning the divers menu of foods – hot dogs, pizza, popcorn, ice cream, tacos, fresh fruit and bagels – and drinks – iced coffee and tea, juices, beer, wine and spirits. Now I know where to get my nacho fix or have a glass of Cabernet Sauvignon lakeside.

As I skimmed the extensive snack menu, I kept imagining how cool it would be to have an actual restaurant on site. Considering Hi-Hat Group owns such funky eateries as Hi-Hat, Hi-Hat Garage, Comet Café and Balzac, a new restaurant at Bradford Beach would definitely become a hot spot. Unfortunately though, I learned that the DNR won’t allow true restaurants on Lake Michigan. Pieces of Eight was grandfathered in I guess. So, there goes that idea. Bummer.

Eric and I spent nearly a half hour watching volleyball – I really had to restrain myself from jumping into one of the games – and then listening to the live band rock out on the deck.

From the look of it, Bradford Beach might be ready to provide a new, trendy Lincoln Memorial Drive venue that will compete with the popular Alterra at the Lake. If it does become such a destination, I bet the beach will stay cleaner as the attraction generates revenue for the county.

Hi-Hat Group and G1, Inc. already have some long-term plans for the Beach House that include a possible collaboration to build the proposed Bradford Beach Water Garden and some design and structural upgrades, but nothing major, says OnMilwaukee. I personally can’t wait to see the beach crawling with people and I’m thrilled to witness the ongoing developments.

While the Beach House isn’t quite finished yet, Milwaukeeans already have a lot to look forward to at Bradford Beach this summer. For instance, there will be nightly beach sports leagues and regularly scheduled events that are planned for the entire summer, including the Ms. Bradford Beach Pageant (for real?), bike rides and bike swaps, Balzac at the Beach Wine Tasting, and beach soccer tournaments and volleyball championships. For a complete list of this summer's events, head over here or here. I'm definitely going to take advantage of the Balzac wine tastings!

Obviously, Bradford Beach was long overdue for a makeover. With Hi-Hat Group at the helm, I have no doubt that this will become a favorite destination for locals and tourists alike.

I’m eager to spend more sunny days and balmy nights on Bradford Beach and will definitely have some great events to share with all of you in the near future!

___________________

Bradford Beach House
2400 N Lincoln Memorial Dr
Milwaukee, WI 53211
10 a.m. until 8 p.m. Monday through Sunday

Comments

[Amanda]

Cool. This is good news. Many of those events sound really fun.

It would be nice to have another location along Lincoln Memorial Drive and the lakefront to compete with Alterra. Alterra is really successful, so if Hi-Hat does a good job, the Beach House will probably be equally as successful.

[sam]

I've been saying this for years! It's about time people work on making Bradford Beach a destination!

[SuzieQ]

The site is in great hands. I wish this project well!

Now, let's work on the rest of the lakefront! Yes?

[wfbdoglover.blogspot.com]

At least now I won't have to say to my son, "When I was a little girl".

Now he will know!

(Still don't know if I would swim in that water though)

[Todd]

Can someone please tell me what in the world the DNR is thinking by stopping restaurants and other establishments from building along the lake? Are they concerned that too many people will enjoy the lake? What major city exists with an amazing body of water that doesn't leverage it? It's insane that we are excited about this beach house when you think about it.

I love Lake Michigan and I swim at Doctor's Park frequently (at least that beach is somewhat looked after). Why wouldn't you want to put money into our cities greatest asset? It's baffling. Who doesn't love Alterra? Why not have multiple Alterra-esque businesses along the lake? It doesn't have to be out of control, but this all or nothing attitude is crap.

This is second hand info, but I'm guessing it's true...I understand that there was an Indian museum that was going to go into that dilipadated white building by the marina. It cost them more money to revitalize the building than to tear it down and even build a replica of the same building, so the project was dead. The city wouldn't allow it and they just tore the building down. By tearing down that structure, my understanding is that we just ruined one last shot at putting another fun place to enjoy the lake front! Correct me if I'm wrong, because I really really hope I'm wrong.

I hope this beach house place does well. The folks at hi-hat do an awesome job with everything they touch. Maybe the awful decision makers that prevent the lakefront from prospering will learn this is the type of thing Milwaukeeans are craving!

[Erin]

What great news!! I saw the lifeguard chairs out there and thought huh? There have never been lifeguards out there before. Definitely a step in the right direction!

[dudeman brosef]

http://www.dnr.state.wi.us/org/water/greatlakes/wistrategy/

The above link can shed some light on why the DNR does not wish to permit the development of restaurants on the lakefront. Policies differ from state to state, which may explain the apparent differences in school of thought between WI and other states. For example, in Chicago, I would like anyone to give me a restaurant located on the lakefront that is _NOT_ part of the Navy Pier development. We do not have a substantial project of this magnitude in Milwaukee - probably because our city is one tenth the size. The general idea is sustainability - littering the lakefront with buildings and restaurants and whathaveyou detracts from the "natural beauty" of the Lake. A project such as Navy Pier permits restaurants to be located within its confines because Navy Pier is only one location. One detraction. One obstacle. The rest of the shore is undeveloped. I agree it would be wonderful to have dining options on our lakefront, but the reasons behind it not being a reality are completely understandable if you try to understand.