The Argo Approved to Move Forward in Fox Bay Theater Revival
Team Announces Key Partnerships and Free Concert Series at Ivanhoe Plaza
[WHITEFISH BAY, WI, June 18, 2025] The Argo, a new entertainment hall, bar & kitchen, and event venue, has been officially approved to move forward with the revitalization of the historic Fox Bay Theater. Located in the heart of Whitefish Bay, just minutes from downtown Milwaukee, The Argo marks a significant cultural investment in the region, bringing new energy, connection, and programming to a space that has long been considered a local landmark.
“When the theater went dark in 2020, we challenged ourselves to find a way to not just bring the space back to life, but to make sure that what we do is the best outcome for the building and the Village of Whitefish Bay,” said Sheldon Oppermann, CFO and General Council of New Land Enterprises. “We couldn’t be happier about where the guys at The Argo are headed with this exciting reimagining of this important space.”
April 2020
As part of this milestone, The Argo is also announcing a free summer/fall concert series at Ivanhoe Plaza stacked with local talent, as well as a set of heavyweight partners whose experience and reputation will help shape every facet of the venue—from booking and design to ticketing and hospitality.
Alongside today’s announcement, The Argo is unveiling first-look design renderings at theargolive.com/spaces
“Our vision for The Argo is to create a space where people can come together for unforgettable experiences—whether that’s a show, a celebration, or just a great night out,” said Adam Powers, CEO of The Argo. “This is about filling a real need in Milwaukee for a place that’s built for entertainment, built for community, and built to last.”
Key Partnerships Include:
• Dan Jacobs – Five-time James Beard semi-finalist and 2024 nominee (Best Chef Midwest); Dan Jacobs is the chef and co-owner of beloved Milwaukee restaurants EsterEv and DanDan. A nationally recognized talent and runner-up on Top Chef Wisconsin, Dan brings serious culinary credibility to The Argo, where he creates unforgettable dining experiences driven by creativity and connection, celebrating Wisconsin’s agricultural bounty.
• Eventbrite – As The Argo’s exclusive ticketing partner, this leading platform connects music fans with events they love. With 89 million monthly users globally, they distributed 83 million paid tickets to over 4.7 million events in 2024. Their full suite of marketing tools helps us reach more fans and drive ticket sales, powering our growth along the way.
• Knitting Factory Entertainment (KFE) – KFE is an independent entertainment company that operates a wide range of businesses, including live music venues, concert production, talent management, and a record label. One of the top 50 concert promoters in the world, KFE works with over 2,500 bands and produces more than 1,500 concerts and 250 private events annually. As The Argo’s exclusive talent buyer, KFE brings national reach and deep artist relationships, ensuring a lineup that serves both fans and the music community.
• New Land Enterprises – New Land Enterprises saw the potential in The Fox Bay Theater early on and chose The Argo team as the perfect group to deliver on its promise after a year-long nationwide search. As The Argo’s development and landlord partner, New Land brings years of experience delivering on high-impact projects across Milwaukee.
• Reens Marketing Group (RMG) – Founded by long-time entertainment marketing executive Jon Reens, RMG is an independent marketing collective specializing in live event sales and promotion. Based in the Chicagoland area but purpose-built with specialized contractors distributed globally, RMG manages all aspects of advertising and marketing for live music clients ranging from independent promoters, venues, and artists across the country.
• Three Sixty Design – One of Milwaukee’s top full-service design-and-build firms, Three Sixty Design is known for creating spaces that feel both premium and personal. Their past work spans some of the city’s hippest residential and commercial projects. For The Argo, they’re reimagining the Fox Bay Theater to be functional, beautiful, and built for lasting impact.
About The Argo
The team behind The Argo boasts over 60 combined years of experience in successfully operating entertainment and hospitality venues, as well as planning and managing events.
Set to open in late 2025, The Argo will house a 750-capacity entertainment hall, a full-service bar and kitchen, and a flexible ballroom space for events and gatherings —including concerts, comedy, film, private rentals, and family-friendly programming with a strong focus on supporting artists, fans, and the industry professionals who make live entertainment happen.
$1 from every ticket sold goes to non-profits and organizations that directly benefit music industry well-being efforts.
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