Miller High Life Theatre

For decades the Milwaukee Auditorium boasted its own orchestra, and hosted touring concerts from such historic notables as John Philip Sousa and Enrico Caruso to contemporary stars like Barry Manilow, Nirvana, Marilyn Manson, ABBA, the Carpenters, and Prince.[14][15] Structural and cosmetic improvements were made throughout the Auditorium's life, both before and after a major 1978 renovation brought in modern heating and air conditioning, restored architectural details and overall physical upgrades.However, by the time it was acquired by the new Wisconsin Center District in 1995, the Auditorium's continued viability was questioned – until a 20-day run of Riverdance, in 1999, shattered sales records and indicated that a market existed for a venue of its size.[2] In January 2016, MillerCoors, a joint venture between the Molson family through their MolsonCoors Beverage Company and South African Breweries, purchased naming rights from the Wisconsin Center District for $1.85 million.[16] Since opening, The Miller High Life Theatre has hosted a wide range of convention, corporate, religious and political assemblies as well as Broadway musicals and other entertainment.