Project for Public Spaces’ Market Cities Program Manager Kurt Wheeler spoke to Paul Schwartz to learn more about Milwaukee’s public market scene, the backdrop for our 12th International Public Markets Conference. Paul is a passionate Milwaukeean and Executive Director of the Milwaukee Public Market (MPM) and its parent organization, Business Improvement District (BID) #2. 

Project for Public Spaces is thrilled to partner with Milwaukee Public Market, our co-host and Market Cities Network Member, to bring the Conference to Milwaukee, WI, USA, on June 12-14, 2025! 

Read on to discover more about Milwaukee and what you shouldn’t miss when you join us for #PublicMarkets25—There’s more to explore than markets!

Kurt Wheeler (KW): Tell us about Milwaukee Public Market, the relationship between the BID and MPM, and your role.

Paul Schwartz (PS): The Milwaukee Public Market is a vibrant, community-driven market that showcases some of the best local food vendors, artisans, and local businesses in the region. Located in the heart of the Historic Third Ward, the Market has become a destination not only for residents but also for visitors looking to experience Milwaukee’s thriving culinary scene.

The Market is owned and operated by the Historic Third Ward Business Improvement District (BID #2), which means that its success is directly tied to the health and vibrancy of the surrounding neighborhood. The BID plays a critical role in economic development, public space activation, and maintaining a high-quality experience for residents and businesses in the district.

As Executive Director of the Milwaukee Public Market and the BID, I have the privilege of leading a team of talented individuals tasked with overseeing the BID's operating businesses, as well as increasing awareness about the district and adding economic value to all stakeholders. Aside from the Milwaukee Public Market, the BID owns and/or operates two parking structures and nearly a dozen pocket parks and public spaces throughout the district. In addition, we act as a commercial property landlord with nearly 20 leases with locally owned small businesses. The Public Market is one of the major assets within the BID portfolio, with roughly two million visitors a year and total vendor sales of over $26 million, making it one of Milwaukee's top attractions.

My role is to ensure the Market remains a top-tier destination while also leveraging our success to support the broader Third Ward community. That includes everything from overseeing daily operations and strategic execution of our mission to work with vendors, community partners, and city leaders to enhance the district’s economic vitality.

KW: Congratulations on Milwaukee Public Market’s 20th anniversary! How has the Market evolved in the past twenty years? 

PS: Thank you! Over the past two decades, the Market has evolved from a unique concept for the region into one of the premier public markets in the country. When it first opened, the Market was designed as an economic multiplier that was developed to showcase local vendors, giving small food entrepreneurs a platform to grow. Today, many of our vendors have expanded their operations, opened additional locations, and even developed national recognition. 

Beyond that, the Market itself has adapted to meet the changing needs of the community. We’ve expanded our offerings, enhanced programming and events, and invested in public space activation efforts. For example, we offer free ice skating in the winter, a concert series in the summertime, a harvest fest in the fall, and more for year-round engagement. The Market has also played a significant role in the redevelopment of the Historic Third Ward, helping to attract new businesses, residents, and visitors to the neighborhood. 

While our core mission remains the same—supporting local businesses and providing a high quality food experience—the way we execute that mission has continued to evolve. We’re proud of our growth and excited to see what the next 20 years will bring!

KW: Milwaukee Public Market was recognized in 2024 by USA Today as the No. 1 Best Public Market in the United States. What makes Milwaukee Public Market so special and worthy of this recognition?

PS: Being recognized as the best public market in the U.S. is a huge honor and a testament to the incredible vendors, staff, and community that make Milwaukee Public Market what it is. What sets us apart is our focus on quality, character, and authenticity. Our vendors are small, independent businesses that offer unique, locally made, and often handcrafted products. Whether it’s fresh seafood, artisanal cheeses, or globally inspired cuisine, the Market is a reflection of Milwaukee’s diverse and evolving food culture. 

Beyond the food, what makes the Market truly special is the experience and our impact on the region. It’s not just a place to grab a meal—it’s a place where people connect. Whether you’re a regular customer, a first-time visitor, or someone attending one of our cooking classes or events, the Market creates a sense of community that resonates with people.

And none of this can be done without an INCREDIBLE team. Our staff and our vendors are the engine that makes this place such a success and we wouldn’t be where we are today without them! 

KW: The International Public Markets Conference will be full of exciting events, including an opening plenary, panels and discussions, networking events, tours, and offsite workshops. What are the top three things you're most excited about for the conference? 

PS: There’s so much to look forward to, but if I had to choose three things: 

Firstly, I'm excited about hosting public market leaders from around the world. This is a rare opportunity to bring together market operators, urban planners, policymakers, and community organizers to exchange ideas and best practices. The conversations and collaborations that will happen here can have a lasting impact on markets everywhere.

Secondly, we're looking forward to showcasing Milwaukee’s public market ecosystem. We have an incredible story to tell, not just with Milwaukee Public Market, but with other markets and food-centered initiatives in the city. From the Milwaukee Night Market to the Fondy Market, we’re excited to share how markets can serve as economic drivers and cultural connectors.

And lastly, we're developing improved connectivity among our local market partners. One of the things we are hoping will come out of hosting the Conference is that we will develop a “localized” Market Cities Network throughout our city and state that improves communication and networking with key stakeholders to ensure all markets can thrive. That is already being realized and the conference will only improve our ability to achieve that goal.

KW: What are three things to do or see in Milwaukee that visitors shouldn’t miss?

PS: I’m a big advocate of walking around the greater downtown area. Whether it’s the Milwaukee Riverwalk, Historic Third Ward neighborhood, or our lakefront, Milwaukee is home to impressive scenic areas, with a mix of historic charm, great restaurants, and public art installations. There is so much you can come across and focus on when you get outside and wander our amazing neighborhoods and public spaces.

I highly recommend our cultural institutions! Whether a local theater, music venue or the Milwaukee Art Museum, the local arts and culture scene is something that is often overlooked in Milwaukee. 

And, of course, a local brewery tour or beer garden is a must. Milwaukee is the Brew City, after all! Whether it’s a heritage brand like Miller Brewing Company or a local craft operation like Lakefront Brewery, you can’t leave without experiencing the city’s beer culture and the gathering spaces that have been created around these impressive venues. 

I'd also recommend checking out Visit Milwaukee for more great ideas on what to explore in Greater Milwaukee—there's so much to see and do here. There's something for everyone!

KW: Milwaukee has so many nicknames! If you were to choose your favorite, which would it be and why?

PS: There are so many good ones that I use from time to time…Brew City, Cream City, or Miltown, all of them engender an endearing love and appreciation for our city that so many people have. If I have to choose one, I’d have to go with “The Cream City.” While people often assume it refers to dairy, it actually comes from the distinct cream-colored bricks used in many of Milwaukee’s historic buildings. It’s a great example of how our city’s history is embedded in its built environment, and it reflects the unique character that makes Milwaukee so special.

KW: Is there anything about Milwaukee that might surprise visitors during their stay?

PS: One thing that surprises a lot of first-time visitors is just how much Milwaukee is a waterfront city. We’re right on Lake Michigan, and we have rivers running through the heart of downtown. That means there are countless ways to experience the water—whether it’s kayaking, taking a boat cruise, or just enjoying a meal with a waterfront view. 

Another surprise I often hear about is the diversity of our food scene. Milwaukee has deep roots in German and Polish cuisine, but we also have vibrant Latin American, Hmong, Middle Eastern, and African dining experiences. There’s so much to explore beyond beer and brats!

Lastly…the people! Our midwestern hospitality is undoubtedly one of the big takeaways people have when visiting Milwaukee—and Wisconsin—and I’m excited to show off our city (and state) and the people who truly make it what it is. 

KW: What are you excited to learn from all of the attendees who will come to Milwaukee from around the world?

PS: I find so much value talking with other professionals who are working to create or operate venues like ours. During COVID, the discussions that were curated by Project for Public Spaces were incredibly helpful and gave me much needed hope and inspiration at a time when it was needed most. I think a gathering where we can continue to learn and develop best practices will be incredibly valuable to everyone who attends.

Public markets are constantly evolving, and I’m eager to hear about the innovative ways other cities are using their markets to tackle issues like food security, small business incubation, financial stability, and community engagement. Every market operates within its own unique cultural and economic context, and learning from those differences is tremendously beneficial.

I’m also excited to hear stories about resilience and adaptation. The past few years have been challenging for many markets, and yet we’ve seen remarkable creativity in how they’ve responded—whether it’s integrating digital platforms, expanding outdoor spaces, or rethinking their role in placemaking.

Finally, I want to learn how we can strengthen the global network of public markets. Markets are not just places to buy food. They’re hubs of culture, commerce, and connection. Learning from each other’s successes—and failures—is a valuable way for us to support each other, which will be one of the most meaningful takeaways from this conference.

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