DNC could affect Northwestern Mutual’s annual meeting

Annual event in July draws about 12,000 to the city

The Northwestern Mutual Tower and Commons
The Northwestern Mutual Tower and Commons

Last updated on June 27th, 2019 at 12:08 pm

The 2020 Democratic National Convention could affect the timing of one of Milwaukee’s largest annual conventions.

Northwestern Mutual may need to find a new week for its annual meeting, a five-day event that draws about 12,000 people to the city’s downtown every July.

The Milwaukee-based life insurance company’s annual meeting is typically held in the third or fourth week of July. The DNC will be held from July 13-16, 2020.

A Northwestern Mutual spokesperson confirmed the company is examining the impact DNC will have on its annual meeting.

In 2018, Northwestern Mutual’s financial advisors and their family members occupied about 13,800 hotel room nights during their stay, according to VISIT Milwaukee. The event has an annual estimated local economic impact of $12.9 million.

Northwestern Mutual’s annual meeting events are typically held at several venues, including the Wisconsin Center, Hilton Milwaukee City Center, Hyatt Regency, InterContinental Hotel and the Pfister.

The meeting includes educational sessions, networking events, an annual run/walk along the lakefront and a private concert for the company’s employees and financial advisors. Last year’s Zac Brown Band concert was the final official event at the Bradley Center before its demolition.

The event also drives traffic to downtown Milwaukee’s attractions, including the Milwaukee Public Museum, Milwaukee Art Museum, the Harley Davidson Museum and area restaurants.

The DNC is expected to attract about 50,000 visitors to the city and would generate an estimated $200 million economic impact to the area. The four-day convention will largely take place at Fiserv Forum in downtown Milwaukee, but there will also be approximately 1,500 related events being held at venues throughout the city. Milwaukee area hotels are preparing to provide the approximately 15,000 rooms that are used nightly during the convention.

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Lauren Anderson
Lauren Anderson covers health care, nonprofits, education and insurance for BizTimes. Lauren previously reported on education for the Waukesha Freeman. She graduated from the University of Wisconsin-Madison, where she studied journalism, history and African studies. In her free time, Lauren enjoys spending time with family and friends and seeing live music wherever she can.