On Friday, April 14, Milwaukeeans young and old will once again raise their voices to the heavens and celebrate the greatest holiday to be based on an area code. Yes, Milwaukee Day is back. What began as a Facebook page and a goofy coincidence (4/14 = 414) has turned into a city-recognized celebration of all things right and just in Milwaukee. And while the original minds behind Milwaukee Day aren’t planning anything “official” this year, plenty of local businesses and organizations are getting in on the action. Here’s what’s happening in the 414 on 4/14. (Find an up-to-date list of 414 events here.)

88Nine Radio Milwaukee
88Nine is teasing a “big announcement” at 4:14 p.m., so slip on your favorite Lumineers T-shirt and buckle up.

Beatallica @ Club Garibaldi
Milwaukee may be home to Gene Wilder, Mrs. Garrett, and Kato Kaelin, but it’s also home to fucking Beatallica. The Beatles/Metallica mash-up band has been at it for nearly two decades now, churning out songs like “And Justice For All My Loving” and “I Want to Choke Your Band.” Oh, and occasionally getting legal help from fan-of-the-band Lars Ulrich.

BLAX, Be Well record release @ Cactus Club
Since moving back to Milwaukee from New York in 2013, Fresh Cut Collective co-founder Adebisi Agoro—who raps under the stage name BLAX—has handily regained his footing in the hip-hop scene he’d temporarily left. His new record, Be Well, features a diverse mix of guests, including Brooklyn’s G.R.A.M.Z., Milwaukee’s Fivy, and even Brew City veteran Coo Coo Cal. His Milwaukee Day record release will include sets from G.R.A.M.Z., as well as DANSE, Kewl, Kareem City, Phat Nerds, and the Dope Folks DJs.

Brenner Brewing
Fact: Nothing says “Milwaukee pride” more than buying stuff with the word “Milwaukee” on it. Related fact: Too Much Metal will be setting up shop at Brenner Brewing this Milwaukee Day and selling a new 16 oz. 414 pint glass, along with a bunch of other Milwaukee flags, shirts, hats, stickers, and maybe attic insulation. Ten bucks at the door will get you a pint glass and one beer.

Bublr Bikes
Remember the old Sam Goody / Suncoast space in the Grand Avenue mall? You know, the space that’s been empty for 8,000 years? Well, it’s now the headquarters of Bublr Bikes! Stop in on Milwaukee Day for a bike-sharing open house complete with food, refreshments, and the mayor. Bublr will also be offering free 30-minute rides throughout the day—just use promo code 41417.

Certain Stars + Lack Of Reason, Trolley @ Landmark Lanes
If there’s a (remaining) East Side bar that practically screams “MILWAUKEE,” it’s the Landmark. By virtue of its underground, multi-bar design, the Landmark manages to be all things to all people. It’s a brightly lit bowling alley that can still accommodate a hushed and shadowy night of cocktails, or, just a few feet away, a full-fledged Saturday night shit show. It’s a pool shark’s haven, a pinball wizard’s retreat, and, thanks to the newly invigorated “Moon Room” (a.k.a. the Side Bar), a live music fan’s hidden gem. Certain Stars, Lack Of Reason, and the great Trolley will rock the room this Milwaukee Day.

Comet Cafe
Down the street, Comet will be celebrating Milwaukee Day all day and night long with $2 Lakefront taps, guest DJs, and raffle prizes.

Dusty Medical Records
The forever-awesome Dusty Medical Records is promising a special release for 4/14, so slip on your favorite Midnight Reruns T-shirt and buckle up.

Harley-Davidson Museum
Beginning at 10 a.m., anyone rocking a piece of clothing with the word “Milwaukee” on it will receive free admission to the Harley-Davidson Museum. What’s more, the Harley shop will be selling select Milwaukee-branded clothing items for $4.14, while the Motor Bar & Restaurant will be selling its signature Motor Burger for $4.14.

Historic Milwaukee
Drop in at Historic Milwaukee’s new storefront on the first floor of the Mackie Building this Milwaukee Day for some discounted 414 goodies. Neighborhood posters designed by local artist Jan Kotowicz will be $5 (down from $10), Doors Open T-shirts will be $4.14 (down from $20), and all glassware will be 20% off. Historic Milwaukee will also offer an hour-long walking tour of downtown, starting at noon, for the first 40 people who sign up.

Outpost Natural Foods
All four metro Milwaukee Outposts will once again be showing the 414 love this year with a slew of discounts. Customers can save $4.14 when they buy any four of the following products: Lakefront six-packs, full-size Indulgence chocolate bars, Purple Door Ice Cream pints, Great Lakes Distillery spirits, and Twisted Path Distillery spirits. Plus, Outpost’s own Little Oaties will be two-for-$4.14.

Pabst Milwaukee Brewery
Back in 2015, following an ill-fated push to “Bring PBR Home,” it was announced that Pabst would be coming home. Sort of. A new Pabst brewery would indeed be setting up shop in the shuttered Pabst Brewing site, though this one would be a micro-brewery focusing on new craft beers and historical classics from the Pabst archives. The newly christened Pabst Milwaukee Brewery, housed in a 144-year-old building that was once the First German Methodist Church, at 1037 W. Juneau Ave., will open this Milwaukee Day.

Wonder UNCOVERED @ Turner Hall
Back in early 2016, Alverno College’s long-running performing arts series, Alverno Presents, announced its current season would be its last. Among the many casualties of the announcement was Alverno Presents’ excellent UNCOVERED series, which found local talent reimagining the works of national legends. Happily, UNCOVERED has found a second life with the Pabst Theater Group, who will be hosting the series going forward. Wonder UNCOVERED will feature curators Tarik Moody and David Wake—along with a who’s-who of Milwaukee musicians—reimagining Stevie Wonder’s seminal Songs In The Key Of Life. Head over to Company Brewing at 10:30 p.m. for an after-party with Bizzon and Madhatter.

Everything else
Need more? Perhaps our handy events calendar can help. Happy Milwaukee Day, Milwaukee.

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