Jim Haertel
President
Best Place at the Historic Pabst Brewery
901 W. Juneau Ave., Milwaukee
The former Pabst brewery was a dark, quiet place for years after the plant closed in 1996. Then Jim Haertel took a big risk that started the process of revitalizing the 20-acre.
Haertel, who has a passion for beer and historic buildings, approached the entity that owned Pabst Brewing Co. about purchasing the former Pabst headquarters building at the brewery complex. Haertel was told they would not sell just one building. He would have to purchase the entire complex.
After months of talks, Haertel signed the deal on Sept. 11, 2001, to purchase the brewery property. As the Twin Towers were falling in New York and the future of America was suddenly uncertain, Haertel decided to move forward with his venture.
Haertel cashed in his 401(k) and searched for investors. He needed partners to complete the purchase and take on a redevelopment of the brewery complex. Haertel obtained the former Pabst headquarters, gift shop and visitor’s center building.
The PabstCity project stalled when aldermen rejected a tax incremental financing (TIF) request. The brewery complex eventually was sold to Zilber Ltd., which is transforming the brewery into a mixed-use urban neighborhood.
A Hofbrauhaus restaurant was planned for Haertel’s building, but that fell through when he and Cincinnati Restaurant Group could not reach a deal.
Instead, Haertel opened his own gift shop and bar in the building and has rented out the Blue Ribbon Hall in the building for private events. He also provides tours of the building.
