You see a door with a big, “do not enter” sign. The childlike, disobedient part of you wants to break the rules and waltz on through that door. And for the first time, now you can.
For the past month, doors reminiscent of “Monsters Inc.” have been spotted around the city’s streets. These stand-alone doors catch any wandering eye, which is what good advertising should do, right? Yes, the doors serve as creative ads for Doors Open Milwaukee, the first event of its kind this city has seen.
Presented by Historic Milwaukee, Inc., Doors Open Milwaukee will open areas of over 100 downtown sites and buildings this weekend that have never before been available to the public, like U.S. Bank’s 41st floor observation deck or Bradley Center locker rooms. Admission is free.
“There’s something for everyone,” said Lizz Noonan, Doors Open Milwaukee public relations and marketing coordinator. “It is huge and comprehensive.”
Twenty-eight of the tours are featured as in-depth tours, which include walks through the “Bloody” Third Ward and lessons on the bike history of the Hank Aaron State Trail. These require complimentary tickets that visitors can pick up on the event day at Milwaukee City Hall, the Doors Open event headquarters. Experts conducting the tours include lighting engineers, paranormal historians and trail managers specializing in Native American history.
However, most of the locations are designed for visitors to come and go as they please and do not require tickets. While some sites offer tour guides to answer any questions, many are self-guided.
George Wagner, a Historic Milwaukee volunteer, was introduced to the Doors Open event in Toronto, Canada. After traveling to Denver, Colo., and visiting the city’s Doors Open showcase, he decided to start the project in Milwaukee.
For Noonan, the project is an opportunity to teach residents more about their city.
“We can see art history here. We want to showcase our city and say, ‘Hey, this is where you live. Look at how great it is,’” Noonan said.
She stressed the importance and advantages of Marquette students exploring Milwaukee.
“We want to promote more of a community sense. I’ve talked to students who have never been to Brady Street or the Third Ward,” Noonan said. “This is especially a great opportunity for freshmen to learn about Milwaukee. They can learn to love it.”
The project definitely involves the community. Doors Open Milwaukee has become a large endeavor for the city, recruiting 300 volunteers, including Marquette history professors Alison Efford and Rev. Steve Avella. Everyone has been working to educate and increase appreciation of Milwaukee’s buildings.
“People constantly walk past buildings they basically live with,” Noonan said.
So take a peek inside the door. It won’t be open for too long.
Doors Open Milwaukee takes place Saturday, Sept. 24 and Sunday, Sept. 25 from 11 a.m. to 5 p.m. All admission is free. For more information, visit doorsopenmilwaukee.org or call 414-277-7795.