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Historic Milwaukee reports strong Doors Open turnout, merchandising supports programs
Summary
Historic Milwaukee Inc. presented its annual report on the City of Neighborhoods poster program and Doors Open event; the nonprofit said poster and merchandise sales support educational programs and that the in-person Doors Open event has recovered to pre-pandemic participation levels.
Stacy Swadish, executive director of Historic Milwaukee Inc., presented the nonprofit’s annual report to the Community and Economic Development Committee on April 14, outlining activities tied to the City of Neighborhoods poster series and the Doors Open event.
Swadish said Historic Milwaukee sells posters and related merchandise year‑round and offers a $4.14 promotional price during the annual city celebration tied to the 414 area code. She reported that merchandise revenue represented roughly $11,270 in the most recent year—about 2% of the organization’s total revenue of $629,248—and that proceeds fund the nonprofit’s educational programs.
The nonprofit described Doors Open, its largest program, which last year opened more than 150 sites and offered 142 ticketed tours. Survey data presented to the committee showed 43% of Doors Open attendees live in the city of Milwaukee and 28% live elsewhere in Milwaukee County; 59% of survey respondents said they visited a neighborhood they were previously unfamiliar with and 71% said they planned to return on their own.
Swadish noted Historic Milwaukee provides discounted merchandise to other nonprofits and maintains app‑based walking tours available on Apple and Android platforms. She also said the organization produced additional neighborhood posters and related items to supplement the original series of poster artwork created between 1985 and 1990.
Aldermen thanked Historic Milwaukee and requested the organization share dates and building lists for the upcoming Doors Open event when the website is updated later in August.
