The sign – which is being added in celebration of the 20th anniversary of The Pabst Theater Group – was inspired by a previous sign that hung on the building from 1928 until 1974.

“As we celebrate over 20 years of the Pabst Theater Group, we're reminded that we're lucky to have such an important landmark that has long played a role in Milwaukee's soul and identity,” reads an invite to the event.

“The new design celebrates the past as we look toward the future, drawing inspiration from the theater and the original sign from the 1920s-1970s.”

Among the speakers at Wednesday's unveiling are Alds. Robert Bauman and José G. Pérez, and Pabst Theater Group President & CEO Gary Witt.

GRAEF is proud to have provided structural engineering services on the project. The now installed sign is 27-foot-tall by 7 feet wide sign.