There’s a new sign hanging 600 feet in the air in Milwaukee.
This week workers have been installing a new “Baird” sign on the U.S. Bank Center at 777 E. Wisconsin Ave. which will retain its name. The Baird signage will only be on the north and south sides of the building with U.S. Bank keeping its signage on the east and west sides.
If the new sign is a surprise, you might be more surprised to learn Baird made the announcement on July 6. So for those enjoying the summer and Fourth of July week, you might have missed the announcement.
Will the U.S. Bank Center have a new name?
No, it’ll still be called the U.S. Bank Center.
Why is Baird getting its name on the building?
In July the company announced it was extending its lease at the building another five years, to 2033, and the deal included signage at the top of the building.
Is Baird a new tenant in the center?
No. The company has had space there for 50 years.
Who is the biggest tenant of the U.S. Bank Center?
Baird is the largest tenant in the building and has been for 25 years. The company has 21 floors and more than 456,000 square feet of space.
How many Baird employees work in downtown Milwaukee?
Baird has more than 1,600 employees working in downtown Milwaukee.
Does the Baird lease include anything else?
Parking. It’s for employees, but still a good break for them.
How many floors does the U.S. Bank Center have?
The U.S. Bank Center is 601 feet tall with 42 stories. Which means half of the building is now leased by Baird.
What was it called before U.S. Bank came along?
Many longtime residents might remember that the First Wisconsin National Bank headquarters were housed in the building for years. In 1988, First Wisconsin changed its name to Firstar Corporation and in 1999 the company put up the green Firstar signs that hung in those spots until 2002 when U.S. Bank bought the building.
Eh, probably not.
