Form 990 for tax year 2024

Totals

Total revenue

$2,739,934

Total expenses

$2,320,619

Contributions and grants received

$2,574,219

Grants paid

$177,166

Program service revenue

$58,109

Investment income

$102,453

Other revenue

$5,153

Total assets, end of year

$3,730,191

Total liabilities, end of year

$633,777

Net assets or fund balances, end of year

$3,096,414

Program services expenses (Part IX)

$2,151,302

Management and general expenses

$103,609

Fundraising expenses

$65,708

Program service expenses (Part III)

$2,151,302

Program services were 92.7% of total expenses calculated — Part IX's program-services column over total expenses, both as filed.

Line items

Every line the filer filed in Parts VIII, IX and X, as filed and in filed order. Blank columns are left out, and the lines are not forced to add up to the totals above.

Mission and programs · 2024

• HOLIDAY LIGHTS FESTIVAL AND STREET DECORATING - THE MILWAUKEE HOLIDAY LIGHTS FESTIVAL HAS HELPED TO ESTABLISH DOWNTOWN MILWAUKEE AS A PREMIER MIDWESTERN DESTINATION, DAZZLING GUESTS WITH NEW DISPLAYS AND AN ABUNDANCE OF FAMILY-FRIENDLY EVENTS. MILWAUKEE DOWNTOWN IS THE LEAD COORDINATOR IN PROCURING AND INSTALLING DECOR, PRODUCING SEVERAL EVENTS, AND MARKETING EVERYTHING WITHIN ITS BOUNDARIES DURING THE SIX-WEEK FESTIVAL. THE FESTIVAL INCLUDES LOCAL SCHOOLS DECORATING A TREE WITH HANDMADE ORNAMENTS TO CREATE COMMUNITY SPIRIT PARK; PARK DECORATIONS IN CATHEDRAL SQUARE, PERE MARQUETTE AND ZEIDLER UNION SQUARE; A KICK-OFF EXTRAVAGANZA TO TURN ON THE LIGHTS FOR THE FIRST TIME - SHOW INCLUDES DANCE ACTS, SINGERS, ELECTED OFFICIALS, FIREWORKS AND MORE; SANTA'S MAILBOX, WHERE CHILDREN RECEIVE A PERSONALIZED LETTER BACK FROM SANTA; THE JINGLE BUS, A GUIDED TOUR OF MILWAUKEE WITH A FOCUS ON THE DECORATED PARKS; COCOA WITH THE CLAUSES, A FREE OPPORTUNITY TO SNAP FESTIVAL PHOTOS; AN ANNUAL ORNAMENT HONORING A DOWNTOWN LANDMARK; AND A COMPREHENSIVE BROCHURE FOR ACTIVITIES TO DO DURING THE HOLIDAY SEASON.

  Expenses $513,654 · Grants $1,500 · Revenue $38,375

• EVENTS AND MARKETING PROGRAMS FOR DOWNTOWN MILWAUKEE CONSTITUENTS:DOWNTOWN DINING WEEK - FOR EIGHT DAYS AT THE BEGINNING OF JUNE, CONSUMERS ENJOY A PRIX-FIXE MENU FOR LUNCH AND/OR DINNER AT 35+ RESTAURANTS. AN ESTIMATED 75,000 PATRONS PARTICIPATE IN DOWNTOWN DINING WEEK ANNUALLY.DOWNTOWN EMPLOYEE APPRECIATION WEEK - OUR THANK YOU TO THE DOWNTOWN WORKFORCE INCLUDES DAILY FREE LUNCHES, AFTER-WORK EVENTS INCLUDING VOLLEYBALL AND TRIVIA, EMPLOYEE RECOGNITION EVENTS, PRIZES AND MORE. WE WORK WITH OVER 20 LOCAL RESTAURANTS TO PROVIDE FREE LUNCH TO WORKERS, COLLABORATE WITH LOCAL BUSINESSES AND NON-PROFITS TO HAVE BOOTHS THAT HAVE VALUABLE INFORMATION AND PRIZES FOR THE WORKFORCE AND SECURE OVER $30,000 WORTH OF GIVE AWAYS ALL WEEK LONG.TASTE & TOAST - THE MONDAY-FRIDAY EVENT FEATURES COCKTAILS, MOCK-TAILS AND SMALL PLATES AT 20+ ESTABLISHMENTS AT A HIGH VALUE TO THE CONSUMER. THE EVENT TAKES PLACE DURING FIRST QUARTER TO DRIVE PATRONS INTO RESTAURANTS AND BARS DURING A SLOW TIME. SOCIAL MEDIA MARKETING: WE UTILIZE FACEBOOK, TWITTER, INSTAGRAM AND YOUTUBE IN A VARIETY OF WAYS TO CONNECT WITH OUR CONSUMER, COMMUNICATE IMPORTANT INFORMATION, SHARE PICTURES AND EVENTS AND SHARE SURVEY LINKS FOR ALL OF OUR EVENTS. COMMUNITY COLLABORATION - WE WORK WITH MANY COMMUNITY PARTNERS TO MAKE OUR EVENTS POSSIBLE, INCLUDING CITY AND COUNTY WORKERS, NON-PROFITS, STUDENT ORGANIZATIONS, SPORT TEAMS AND MORE. PUBLIC RELATIONS/MARKETING - STRATEGIES UTILIZED TO COMMUNICATE BID #21'S MISSION AND ACHIEVE ORGANIZATIONAL GOALS. TACTICS INCLUDE PRESS RELEASE DEVELOPMENT, MEDIA COORDINATION, WEBSITE MAINTENANCE, NEWSLETTERS TARGETING INTERNAL AND EXTERNAL AUDIENCES, AND MEDIA PLACEMENTS.BRANDING - A HYPER LOCAL MULTIMEDIA CAMPAIGN TO BRAND DOWNTOWN AS A DESTINATION TO WORK, LIVE, PLAY AND VISIT BY ELEVATING THE AWARENESS OF THE PLETHORA OF THINGS AVAILABLE WITHIN THE CENTRAL BUSINESS DISTRICT.

  Expenses $707,213 · Revenue $22,795

• ECONOMIC DEVELOPMENT AND COMMUNITY PROJECTS: THE ORGANIZATION PROMOTES DOWNTOWN AS THE TOP DESTINATION FOR BUSINESSES TO LOCATE AND/OR EXPAND THROUGH A WIDE VARIETY OF STRATEGIES AND PROGRAMS. STRATEGIES INCLUDE: CO-LEADING THE CONNECTING MKE DOWNTOWN PLAN 2040, CREATING COLLATERAL AND COMMUNICATION PIECES SUCH AS THE DOWNTOWN AREA INVESTMENT MAP, THE HOP STREETCAR INVESTMENT OPPORTUNITIES GUIDE, MKE BLUEPRINT MAGAZINE, REAL RESULTS NEWSLETTER, SKYWALK MAP, AND REGULAR BUSINESS SPOTLIGHTS TO TELL THE DOWNTOWN DEVELOPMENT STORY. MILWAUKEE DOWNTOWN IS A GO-TO RESOURCE FOR ACCURATE MARKET DATA THAT IS USED BY DEVELOPERS, INVESTORS, BUSINESSES AND THE BROKERAGE COMMUNITY. THROUGH THE CEO CALL PROGRAM AND ONGOING OUTREACH, STAFF GATHERS DATA FROM BUSINESS EXECUTIVES ABOUT THE POSITIVES AND CHALLENGES OF DOING BUSINESS IN DOWNTOWN MILWAUKEE, WHICH ULTIMATELY PROVIDES A POINT OF DIRECTION ON NEW AND EXISTING INITIATIVES. IN ADDITION TO WORKING WITH CITY OF MILWAUKEE STAFF ON INCENTIVE PROGRAMS SUCH AS FACADE, WHITE BOX, AND SIGNAGE GRANTS, STAFF HAS SUCCESSFULLY IMPLEMENTED ITS OWN INCENTIVE PROGRAM TO ATTRACT BUSINESS DOWNTOWN THAT WAS CREATED IN PARTNERSHIP WITH BANK FIVE NINE NAMED THE MILWAUKEE DOWNTOWN BUSINESS DEVELOPMENT LOAN POOL. STAFF ALSO PROMOTES THE USE OF THE DOWNTOWN PACE LOAN POOL, BETTER BUILDINGS CHALLENGE, AND OPPORTUNITY ZONES. MILWAUKEE DOWNTOWN IS A TRUSTEE OF THE KIVA ZIP LOAN PROGRAM AND AN ACTIVE MEMBER OF THE STATE'S CONNECT COMMUNITIES PROGRAM.MILWAUKEE DOWNTOWN IS A STRONG ADVOCATE FOR ECONOMIC DEVELOPMENT PROJECTS AND PROGRAMS THAT ARE CONSISTENT WITH THE ORGANIZATION'S STRATEGIC PLAN AND OTHER NEW PROGRAMS THAT ARE CONSISTENT WITH THE ORGANIZATION'S MISSION. MILWAUKEE DOWNTOWN STAFF ALSO IS PLACING ADDED EMPHASIS ON SUPPORTING THE NIGHTTIME ECONOMY AND HOSPITALITY INDUSTRIES THROUGH PUBLIC ART, BRANDING, AND CONNECTIVITY PROJECTS. STAFF ALSO MAINTAINS LISTS OF PROPERTY AVAILABLE FOR LEASE/SALE, AND PROVES TO BE A GO-TO RESOURCE FOR DOWNTOWN ECONOMIC DEVELOPMENT INFORMATION. STAFF ALSO IS LEADING SEVERAL QUALITY OF LIFE INITIATIVES THAT AIM TO MAKE MILWAUKEE A DESTINATION TO LIVE, ATTRACTING TALENT THAT IN TURNS, ATTRACTS BUSINESSES IN SEARCH OF TALENT. THESE INITIATIVES INCLUDE DOWNTOWN'S FIRST DOG PARK, AESTHETIC UNDER FREEWAY LIGHTING & MURALS, AND IMPROVEMENTS TO DOWNTOWN'S OPEN SPACES AND PARKS.PUBLIC ART IMPLEMENTATIONS - LED THE COORDINATION AND FUNDRAISING EFFORTS FOR VARIOUS MURALS TO BEAUTIFY THE PUBLIC REALM WITH ART.ACTIVATION - INITIATED NEW PROJECTS TO ENLIVEN DOWNTOWN'S SIDEWALKS, ALLEYS, AND OTHER PUBLIC SPACES TO BOOST PEDESTRIAN TRAFFIC AND CUSTOMERS TO BRICK-AND-MORTAR BUSINESSES.REIMAGINE RED ARROW PARK - A MULTI-YEAR, PUBLIC-PRIVATE PARTNERSHIP TO ENHANCE THIS CENTRALIZED PUBLIC SPACE, AND TO FOSTER CIVIC LIFE IN IN THE HEART OF THE COMMUNITY, 365 DAYS A YEAR. PROGRAMMING INCLUDED DOWNTOWN ICE CAPE-ADE IN FEBRUARY, BIG TRUCK DAY IN MAY, AND HEART(BEATS) OF THE CITY POWERED BY MGIC, LUNCHTIME CONCERTS AND FOOD TRUCK SERIES TARGETING THE RETURNING DOWNTOWN WORKFORCE, AND JACK-O-LANTERN JUBILEE IN OCTOBER. DOWNTOWN DOG PARK - A COLLABORATIVE EFFORT BETWEEN MULTIPLE PUBLIC SECTORS, INCLUDING THE WISCONSIN DEPARTMENT OF TRANSPORTATION, THE CITY OF MILWAUKEE, AND HISTORIC THIRD WARD BID #2, TO TRANSFORM AN EMPTY PARCEL OF LAND UNDERNEATH THE I-794 OVERPASS, BETWEEN THE MILWAUKEE RIVER AND PLANKINTON AVENUE, INTO DOWNTOWN'S FIRST DOG PARK.

  Expenses $752,332 · Revenue -$118

• KEY TO CHANGE - DIRECTS FUNDS TO BENEFIT PROGRAMS TO HELP ASSIST HOMELESS INDIVIDUALS WITHIN THE COMMUNITY. DONATIONS ARE USED TOFURTHER THE MISSION OF MILWAUKEE COUNTY HOUSING DIVISION'S HOUSING FIRST PROJECT, AN INITIATIVE THAT RECOGNIZES HOUSING AS THE FIRST STEP TOWARD STABILIZATION. STABLE LIVING CONDITIONS ARE THEN COMPLEMENTED BY WRAPAROUND SERVICES, WHICH RANGE FROM REHABILITATION AND COUNSELING TO JOB TRAINING AND PLACEMENT. REPLICATED IN OTHER CITIES, DATA FOR HOUSING FIRST PROGRAMS OVERWHELMINGLY SHOWS THAT THIS MODEL DRAMATICALLY REDUCES PUBLIC SERVICE COSTS, AS WELL AS IMPROVES THE QUALITY OF LIFE FOR THE CONSUMER AND THE SURROUNDING COMMUNITY.

  Expenses $178,103 · Grants $175,666

As filed on the 2024 return. The filer continues this part on Schedule O, which is not shown here.

Listed in Part VII

Compensation is as filed in Part VII: reportable pay from this organization and from related organizations, other compensation, and hours per week. The total, marked calculated, is our sum of the three dollar columns, with a blank column counted as $0; the form itself has no total. On a Form 990-EZ the columns are Part IV's instead, and on a Form 990-PF Part VIII's — compensation, contributions to benefit plans, and expense account — and the total sums those. A Schedule J breakdown is as filed: base pay, bonus, other, deferred compensation and nontaxable benefits from this organization, with any from related organizations beside each, and the filer's own total. It is shown with the Part VII listing of the same name on the same return. The form gives no key between the two, so that pairing is ours, and is marked matched by us.

Schedule J

Part I's answers as filed. A line not listed was left unanswered; on lines 1a and 3 that means the box was not checked.

Grants on this return

• DEPARTMENT OF ADMINISTRATION

  $100,614

  SUPPORT OF COMMUNITY LIAISON POSITION

• MILWAUKEE COUNTY HOUSING DIVISION

  $75,052

  SUPPORT OF HOUSING OUTREACH COORDINATOR POSITION

Related organizations on this return

Schedule R Part II: tax-exempt organizations related to the filer by control. It does not record shared board members or money.

• DOWNTOWN MILWAUKEE BUSINESS IMPROVEMENT DISTRICT #21

  SECTION 501(A) · SUPPORT THE INTEREST OF DOWNTOWN MILWAUKEE BUSINESS COMMUNITY · WI

Provenance

Return type

form_990

Tax year

2024

Filed

11 November 2025

IRS schema version

2024v5.2

Source object

202503159349303590

Check it against the return as filed: the GivingTuesday Data Lake hosts a public copy of the original XML.

The source document this was parsed from is served over the API, which is where bulk and document access live.