Dan Nelson, Jr. is more than an advertising executive. He is also principal of East Wisconsin Avenue Owners Association LLC, the owner of the redeveloped 600 EAST building at 600 E. Wisconsin Ave. in downtown Milwaukee.
He is also the proprietor of 600 EAST Cafe & Business Center, two first-floor retail occupants of the building, in addition to being president and chief executive officer of Nelson Schmidt Inc., a marketing communications agency that is headquartered in the same building.
Over the past 15 years, 600 EAST has been transformed from a deteriorating Class C commercial building into a blend of retail and commercial spaces.
In 2014, the building was rezoned to bring retail back to the east end of Wisconsin Avenue, with the introduction of 600 EAST Cafe & Business Center, and complete renovations to the historic Milwaukee Gas Light Co. building’s exterior facades.
Now, a full renovation of the third floor to improve Nelson Schmidt’s top floor is nearing completion. Future enhancements will likely include a green roof to seasonally supply the cafe with fresh produce, and solar and wind repowering.
