106. Last Call on 'The Streets of Old Milwaukee'

Museum Archipelago

I remember visiting – and loving – The Streets of Old Milwaukee exhibit at the Milwaukee Public Museum (MPM) as a child. Opened in 1965, it’s an immersive space with cobblestone streets and perfect lighting that evokes a fall evening in turn-of-the-20th-century Milwaukee. The visitor experience isn’t peering into a diorama, it’s moving through a diorama, complete with lifelike human figures.

And I’m not the only one with fond memories. When the museum announced that the exhibit would not move over to the planned new museum down the street, the public reacted negatively. Dr. Ellen Censky, president and CEO of the MPM, describes the reasons why the museum can’t – and most interestingly shouldn’t – move The Streets of Old Milwaukee exhibit. It’s a story involving cherished memories, the distinction between collections and exhibits which isn’t always at the top of visitors’ minds, and public trust.

In this episode, we explore why the Milwaukee Public Museum decided to move (it’s the fourth relocation in its history) and Milwaukee Revealed, the planned new immersive gallery that will be the spiritual successor to The Streets of Old Milwaukee, which will cover a much larger swath of the city’s history. Plus, we get into the meta question of whether museums are outside of the history they are tasked with preserving.

Image: Bartender in Streets of Old Milwaukee at Milwaukee Public Museum. Photo by Flickr user JeffChristiansen

Topics and Notes

• 00:00 Intro
• 00:15 The Streets of Old Milwaukee’s 2015 Renovation
• 01:17 The Streets of Old Milwaukee’s Visitor Experience
• 03:40 Dr. Ellen Censky, President and CEO of the Milwaukee Public Museum
• 04:10 The Decision to Move the Museum
• 04:45 AAM Accreditation
• 06:21 The Current Museum
• 07:42 Funding the New Museum
• 08:55 Milwaukee Revealed
• 11:14 Milwaukee WTMJ4 from January 11th, 2023
• 11:40 The distinction between collections and exhibits
• 12:45 “We owe future museum goers the opportunity to see something different”
• 13:44 Local Talk Radio Coverage
• 14:07 Museum Designers
• 15:29 Closing Thoughts and the “Next Best Thing”
• 17:00 Outro | Join Club Archipelago 🏖

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Transcript

Below is a transcript of Museum Archipelago episode 106. For more information on the people and ideas in the episode, refer to the links above.

View Transcript

I first learned about the impending closure of the popular The Streets of Old Milwaukee exhibit at the Milwaukee Public Museum, or MPM, back in 2015. The news came in the form of an email from a family member who had lived in the Milwaukee area her whole life. It was only a year after I started working in the museum world, and she was eager to talk to me – then a newly-minted museum professional! -- about what a colleague had told her: that Streets of Old Milwaukee, which had been there quote "forever", was about to close.

She wrote, "I was upset since this was always one of my favorite exhibits (along with the bison hunt/rattlesnake diorama, of course)."

A little later in the email she expresses a sense of relief learning that the exhibit wasn't closing permanently. The confusion turned out to be a renovation that would temporarily close the exhibit for about six months and reopen in December 2015. The panic faded a bit.

The Streets of Old Milwaukee, which opened in 1965, is beloved for good reason: it’s an immersive space with cobblestone roads and perfect lighting that evokes a fall evening in turn-of-the-20th-century Milwaukee. The visitor experience isn’t peering through a diorama, it’s moving through a diorama, complete with lifelike human figures. Visitors go in and out of inviting storefronts, old-timey police boxes, and a candy shop.

I used to visit as a kid and I loved how it transported me. I couldn’t say exactly where it transported me, but it was exciting. I remember staring at a figure of a grandma – who everyone just called granny – in a rocking chair on a front porch and trying to figure out the mechanism by which she was rocking.

Today’s guest, Dr. Ellen Censky, told me in 2015 when she was academic dean of the Milwaukee Public Museum, the MPM, on one of the first episodes of Museum Archipelago, that this attention to detail was one of the reasons why the museum punches above its weight.

Dr. Ellen Censky: It's an experience that you get when you're here. It's this immersive experience. And so we really need to understand that as we move forward to make sure that as we enhance things, that we don't take away what people love.

That skittishness over a beloved exhibit closing, or even changing, was apparent in the way that the museum presented their 2015 renovation plans. Listen to Al Muchka, then Curator of History Collections at the MPM, describe the renovation in an official video:

Al Muchka: “Don't you change my streets of old Milwaukee. That ownership came through and we understood that. I mean, many of the people here in the museum that work here, we, we grew up here, so we understand the idea of this is our place. These are our things. So when people would call us to say, don't change my exhibit, we get it.”

But that was 2015. Now, almost 10 years later, that fear has come true.

In a few years, The Streets of Old Milwaukee will close for good – not just for a temporary refurbishment.

And, predictably, the reaction has not been good.

Dr. Ellen Censky: Hi, my name is Ellen Censky and I am president and CEO of the Milwaukee Public Museum.

Today, Dr. Censky is president and CEO of the MPM. The Streets of Old Milwaukee is closing for good because the museum itself is moving to a new building and the museum says it can’t move the exhibit as it is since it’s literally built into the old building – and even if they could, they probably wouldn’t.

So let’s explore each in turn.

Dr. Censky says that the decision to move the museum was triggered by the American Alliance of Museums, or AAM’s accreditation process. AAM’s accreditation process is a set of industry standards that is effectively shorthand for institutional credibility. The MPM first gained accreditation in 1972 and the accreditation process should be done about every ten years. If a museum is not accredited, it might have difficulty winning grants or handling loan agreements for traveling exhibits.

Dr. Ellen Censky: Back in 2016, as we were approaching reaccreditation for the museum, we were reflecting back on the past reaccreditation and in that reaccreditation, they had cautioned us that the condition of the building was not adequate for housing the collections. It was deteriorating to the extent that it could be causing harm to the collections. And, of course, That's what we are, is a collections based museum. And they said you need to do something about this. And, of course when we were thinking about reaccreditation which was coming up in 2020.

The building continued to deteriorate. It had not gotten better. And it had built up a significant amount of deferred maintenance. The building is not owned by the museum. The building is owned by the county. And the county has financial challenges as they own many, many buildings and have lots of things that they need to take care of.

And so building maintenance for the museum was just not a high priority for them. So we headed into this study to see what we could do should we invest in money. Putting money into this building to bring it up to AAM standards and thereby receive accreditation, or should we build a new building?

The museum decided to build a new building. This annoyed me at first. Surely any maintenance fixes would be cheaper and – well – less wasteful than building a new building?

I’m fond of the current building, on 800 W Wells St in Milwaukee. In addition to trying to figure out how the granny rocked, one of my formative museum experiences was noticing how the floor ramped down in the Living Oceans exhibit as we went deeper underwater. I remember feeling nervous as the lighting changed and I descended the depths. It’s all very cool and effective.

But you can find videos online highlighting the poor shape of the building itself. Not so much on the exhibit floors, which again, are awesome, right down to the rattlesnake button on the Bosion Hunt diorama. But down in the basement collections storage area there’s an actual leaking wastewater sewage pipe running right through the room, artifacts wrapped in plastic to try and save them from the humidity, and stalactites growing from the ceiling due to moisture.

I think a big part of the answer to ‘the why move to a new building’ question is in the ownership structure. MPM is a private, nonprofit company. Milwaukee County owns the building. Building something new is a much sexier donor pitch than maintaining something – particularly something you don’t own and particularly when there’s no guarantee of that maintenance continuing.

Dr. Ellen Censky: We also reached out to donors, doing a study to see if donors would support putting their money into a county-owned facility. The end result of those studies was that donors were not interested to put money into a county owned facility because there was no guarantee that it would then be taken care of, given that it hadn't been up to this point.

And they were also interested in supporting the project. a new building project. So at that point we headed down the road of building a new museum.

And that new museum will be right down the road, on a site about a 12 minute walk away, on Sixth and McKinley Streets. Critically for the future, the new building will be owned by the museum itself. Milwaukee County will continue to own the museum’s collections but will no longer be responsible for the building costs, though it will still provide some annual funding for collections care. Any additional collections will be stored at a separate offsite storage facility that presumably won’t have the same issues.

So now we get to why not pack up The Streets of Old Milwaukee and move it to the new location?

Dr. Ellen Censky: The Streets of Old Milwaukee are built in. They're poured into… the concrete in the buildings is poured into the building. The cobblestones are set in place. We cannot pick up and move the exhibits. They are so built into this building that it's impossible to do that. And really, we shouldn't.

It’s this ‘we shouldn’t’ that interests me the most – and honestly, I’m inclined to agree.

Dr. Ellen Censky: The streets covers a tiny part of history in Milwaukee. It is a seven year period, 1898 to 1905. Our collections are much more expansive than that, and so what we are doing is we are having an exhibit in the new museum called Milwaukee Revealed, which is set in a similar kind of streetscape where you can walk through, but it is timeless, in that it is, it will have old buildings, it'll have new buildings, and we'll be able to share many more stories , in the museum in the new exhibit.

The new exhibit, Milwaukee Revealed, will cover a much larger swath of Milwaukee's history, from the late 1700s to the present day. More people visit the MPM, and probably The Streets of Old Milwaukee, each year than the total number of people who lived in Milwaukee in 1900, which is one of the years the exhibit is set in. That kind of nostalgia really builds up. The exhibit, built in 1965, is about as distant from us in 2024 as 1905 was from those in 1965.

But that’s the fundamental point: the layout of The Streets of Old Milwaukee was never a real street, it was an imagined street. What visitors love about it, what I love about it, is that it’s designed for present-day visitors, it’s designed to evoke a reaction.

And oh boy has it.

Here’s an interview on local news station Milwaukee WTMJ4 from January 11, 2023 responding to a MPM Facebook post that The Streets of Old Milwaukee wouldn't be moving over to the new museum.

Steve Chamraz: This is Milwaukee.

Susan Kim: We don't like change.

Steve Chamraz: We don't like change in Milwaukee. Um, were you prepared? I mean, this started as a line in a newspaper story the other day and it just kind of snowballed into is Granny going to wind up in a dumpster when they demolish the old museum?

Susan Kim: Aw, poor Granny!

Steve Chamraz: Well, that's what some people thought.

I think a lot of museum people, like me, draw a huge distinction between the collections (or the artifacts) and the exhibits (or display of those artifacts). I think of artifacts like Lego bricks. Artifacts are arranged in such a way to create exhibits. The models created from those bricks are the stories told. But we can make a lot of different models – we can tell a lot of different stories – out of the same Lego bricks. Gluing the model together forever so the artifacts can’t be re-interrogated or the story can’t be retold is not what a museum should be – and it’s also not how storytelling works. The same sets of story points can, the same initial artifacts can – and I would argue should – be told differently.

Maybe it’s an arbitrary distinction to see the museum as outside of history, as somehow not subject to the same preservation as museums themselves are tasked with. But a museum is just a story.

Dr. Ellen Censky: We are at a different time than we were in the 1960s. And we owe the future museum goers the opportunity to see something different and new.

We've done workshops, we've done surveys, we've done, and we've been doing them, getting feedback so that we really could tailor things to what people were interested in.

My goal is that when you come into the new museum, that you see things that are familiar, but they are reimagined in a new way. And so if you had a favorite object, your favorite object you'll find, but it will be interpreted and imagined in a different way, a new way.

On the YouTube clip of that local news interview the least angry comments talk about the need to visit the current exhibits before it all disappears. It really doesn't seem like many people who cherish the current exhibit trust that the new exhibit will be good or will be worth the cost to the state to replace. These comments are echoed through the Change.org petitions to save the The Streets of Old Milwaukee, through the Facebook groups organizing to express their anger, and through local talk radio hosts like Dan O’Donnell that I’ve listened to while researching this podcast.

Dan O'Donnell: Now, I guess a lot of people sort of naively believed that a lot of the old favorite exhibits would in some form migrate over, Things like the Streets of Old Milwaukee, which is probably the flagship exhibit. the Milwaukee record, which is a local website. Did an excellent job in sort of digging into this and looking at the museum's own frequently asked questions about the upcoming move to conclude definitively no.

And you know what? We don’t know if Milwaukee Revealed will be any good, if it will be a worthy replacement for The Streets of Old Milwaukee. The museum has released renderings of the new gallery and descriptions of feelings it will evoke in visitors. These renderings are familiar to me, not because I’ve seen them before, but because I usually join a museum project when it’s at this stage.

My day job is producing exhibits for various museums, many times new versions of what has come before. The vocal backlash to The Streets of Old Milwaukee closing reminds me that I need to think about my work in the context of that bigger picture. When I'm in a meeting where exhibit designers are talking about how to best serve the visitor experience, I have to remember that museum-goers might have already soured on the process and on the changes long ago.

Even the official messaging, on the MPM’s Facebook page responding to a question about whether the museum would move The Streets of Old Milwaukee, focused on this museum insider excitement that I don’t think translates well outside the museum walls. It said, quote, “As you can imagine, making something new and refreshed, yet familiar and cozy is a fun challenge for our design team!”

But there’s always change. The current museum on 800 W Wells St is the fourth location of the museum. The first was in 1882 in rooms of the old German Academy building, the second a few years later in the Industrial Exposition Building, and the third in what is still Milwaukee Central Library. And the new building was built in 1963.

Dr. Ellen Censky: And when you look back at the, in the 1960s, at the newspaper articles, you, you would think you were reading what was going on today. “They can't move!”

It is really nice to see how meaningful these museums are to my Wisconsin family, and to the general public. And it’s true that we can only look back like this because the new versions were good. I'll let Dr. Censky have the final word on this.

Dr. Ellen Censky: A lot of people early on would say to me what are you bringing to the new museum?

What are you bringing? And early on, before we had done any of our planning, I couldn't say, and all I could say is that we are bringing the ingenuity that is the history of this museum. forward to that new museum. And that is the way we honor our past, is by continuing to strive to do the next best thing.

Because that's what people who did this, they were doing the next best thing. And it's our obligation to honor that and carry that forward.

This has been Museum Archipelago.