This weekend marks the first event scheduled for the new public plaza and beer garden outside Fiserv Forum.
Oktoberfest started Friday evening, and organizers say this is just a taste of what's to come for the new space.
"My coworkers and I wanted to come watch the rest of the Brewer's game," said Trae Parker. "We actually work right around the corner, and I live downtown, so it's a convenient spot. We needed something like this down here."
"It's our 22nd wedding anniversary, so we thought we'd come check it out," said Lesa Payas-Arnold, from Madison. "I love it. This is a super cool space. Huge TV. It's a great welcome to Milwaukee. Make it a destination. It's well worth the drive."
The goal is to attract more out-of-town visitors, and locals.
"This represents a rebirth of this section of downtown Milwaukee," said Mayor Tom Barrett. "We want this to really be the town center for a lot of activities, and it's certainly shaping up to be that."
"This is a great entertainment space to utilize in winter and summer," said TJ Sagen, the Event Programming Manager for the Milwaukee Bucks. "We're really excited about all of the opportunities this will bring our way. We have so much planned. We are going to hold yoga and workout sessions here, movies, food festivals, outdoor concerts. The possibilities are endless. There will be something for everyone."
The next big event is the Christkindlemarket starting Nov. 15 and running through New Year's Eve.
The new storefronts and restaurants in the entertainment district outside Fiserv Forum will open in March.