By David J. Brown And Dawn H. McCarthy
Dec. 8, 2010 7:30 p.m.
|
Proponents of a
new Marriott Hotel
project on E. Wisconsin Ave. argue that the only thing standing in the new
hotel's way are a handful of underused historic buildings, but, in fact, there
is much more at stake. All five of the buildings in question have been locally
designated as historic by the Milwaukee Common Council, have been federally
designated for National Register listing by the National Park Service and are
located in a National Register Historic District.
If demolition of these buildings is allowed to go forward, Milwaukee would
- in effect - obliterate its own preservation ordinance, rendering the city's
existing stock of historic structures unprotected and subject to the whims of
any building owner. For a city like Milwaukee, whose rich and storied cultural
heritage is reflected in its hundreds of historic buildings, that is
unacceptable.
Fortunately, there is a better option available - one that would welcome
the hotel and its many economic development opportunities to downtown, while at
the same time reinforcing the city's commitment to preserving its stock of
historic buildings. Rather than demolishing the five buildings, the developer
could incorporate them into the existing plan, a solution with a number of
tangible benefits, including:
• Creating more - and better-paying - construction jobs than a project that
relies solely on new construction. Studies have shown that rehabilitation
projects create the kind of good-paying, local jobs that Milwaukee needs now. In
fact, every $50 million invested in a rehabilitation project results in about
820 jobs - a net increase of 30% over new construction.
• Allowing the developer to qualify for millions of dollars in federal and
state historic rehab tax credits, either as offsets to future income taxes or as
equity. The 20% federal tax credit, plus the 5% state tax credit, would mean a
significant reduction in overall project costs.
• Helping to revitalize a key part of Milwaukee's historic downtown,
similar to the economic development successes that have occurred in the 700
block of Milwaukee St., Cathedral Square and the Historic Third Ward.
• Attracting heritage tourists to Milwaukee. Studies show that heritage
tourists stay longer and spend more money than the average tourist, translating
into a shot in the arm for the city's retail and service sectors.
The developer argues that while demolition is its first choice, it may be
open to a "compromise" plan that would preserve only the facades of the
buildings. This approach results in an ersatz, Disney-fied version of a historic
district and is clearly in violation of the spirit of Milwaukee's preservation
ordinances.
Rather than faux history, the developer can look to dozens of examples of
historic hotels across the country that took full advantage of existing
buildings in their communities. Milwaukee's own Iron Horse Hotel is a great
example, while just a few miles west on I-94 the developers of the Clarke Hotel
in Waukesha transformed four historic buildings into what has become a
destination hotel in the middle of that community's historic area. Further proof
that converting historic buildings into hotels is not only desirable but also
economically beneficial is the fact that the J.W. Marriott Co. - the proposed
developer of this project - transformed historic buildings into three of its
most opulent hotels: The J.W. Marriott in Chicago, the Courtyard Pittsburgh
Downtown and the Courtyard Marriott in Denver.
Historic places help to define a community, make a city unique and remind
future generations of their community's past. The block that is under threat
with this proposal is the last intact 19th-century commercial block in downtown
Milwaukee. The buildings may not be picture-postcard quality, but they tell an
important story about the city's past.
Rather than needlessly consigning them to the wrecking ball, we should work
toward a creative solution that will bring jobs and economic vitality downtown
while preserving the area's unique historic character.
David J. Brown is executive vice president of the National Trust for
Historic Preservation. Dawn H. McCarthy is president of Milwaukee Preservation
Alliance Inc.