Milwaukee's historic Bradford Beach, the city's largest beach on Lake Michigan, suffered years of neglect, budget cuts, algae and water quality issues resulting in underuse.
In June 2008, Miller Brewing Company, now MillerCoors, announced it would donate $500,000 over five years to help revitalize Bradford Beach, an investment which is directed towards environmental and coastal management improvements.
"It's important for MillerCoors to be involved in efforts that improve the quality of life in our hometown and benefit the community where we do business," said Tom Long, President and Chief Commercial Officer for MillerCoors. He noted that MillerCoors is an advocate for water conservation causes by: being committed to operating some of the most water-efficient breweries in the world, aiding water conservation and protection of watersheds and identifying new ways to reuse wastewater.
Improvements at Bradford Beach include: algae removal; seagull control and beachcombing equipment to improve water quality and enhance the aesthetics of the beach; water quality monitoring and research; a public awareness campaign; handicap accessibility equipment; and, the EPA Blue Wave application fee. In addition, each year $25,000 is donated to the Great Lakes WATER Institute to fund water quality monitoring and research as well as a beach web cam for recording purposes.
The Bradford Beach Blue Wave Campaign is a public-private partnership between The Park People, Milwaukee Metropolitan Sewerage District (MMSD), the Milwaukee County Parks Department, UWM Great Lakes Water Institute, the Greater Milwaukee Committee and private sector companies. The group's goal is to enable Bradford Beach to attain the coveted Blue Wave status, the country's first environmental certification for beaches.
"We are thrilled that Miller Brewing Company [sic. MillerCoors] is a part of the revitalization efforts," said Sue Black, Director of Milwaukee County Parks. "This public-private partnership is a great example of groups working together to accomplish a goal that will really improve the quality of life for Milwaukee residents."
This past summer 2008, the Bradford Beach restoration program is showing signs of success with thousand of people returning to the beach.
