The Milwaukee Repertory Theater is looking to increase private event bookings and offerings at its newly renovated Associated Bank Theater Center in downtown Milwaukee.
The organization recently contracted Milwaukee-based 41Fork Hospitality to manage the theater’s private event and hospitality program. 41Fork, the parent company of Noble Catering & Events, will provide comprehensive hospitality management and consulting services, supporting event operations, client experiences, and the continued growth of Milwaukee Rep’s private event business, according to a news release Tuesday.
As part of its partnership with 41Fork, the Rep has established a new preferred catering program, in which clients can choose from a slate of vendors including Noble Catering & Events, Skyline Catering and others.
“Through strategic management, collaborative planning and a carefully curated network of hospitality partners, Milwaukee Rep aims to strengthen its position as one of Milwaukee’s premier destinations for corporate events, nonprofit gatherings, receptions and private celebrations,” the release says.
The Rep opened its $80 million rebuilt Associated Bank Theater Center in October. With a focus on greater accessibility and enhanced audience experience, the project transformed the Ellen and Joe Checota Powerhouse Theater; constructed the 2,700-square-foot Herzfeld Foundation Education & Engagement Center; and connected the Rep’s auditoriums through the new Sandra & William Haack Galleria, which includes gathering spaces, accessible restrooms, a gift shop and bars.
“Milwaukee Repertory Theater has long been a cornerstone of Milwaukee’s downtown cultural community,” said Melissa Vartanian, the Rep’s chief operating officer. “With the opening of our award‑winning Associated Bank Theater Center, we’ve entered a new era of possibility. This partnership allows us to expand our event offerings while creating a more streamlined and flexible experience for our patrons.”
Led by local hospitality industry veteran Kaelyn Cervero, 41Fork has continued to grow its portfolio since 2023 to now include beverage catering company NEAT, private dinner service Wandering Fork, flagship event venues Pearl & Cade and forthcoming Brixton’s Turn, and operations of Wantable Cafe. Noble is the exclusive caterer for the Milwaukee Public Museum, Villa Terrace Museum and Kinn Guesthouse in downtown Milwaukee and a preferred caterer for numerous other venues across the area.
“We’re honored to partner with Milwaukee Rep and support an organization that has played such an important role in our community,” said Cervero, president of 41Fork Hospitality. “Our goal is to create an event experience that reflects the theater’s creativity, reputation, and the extraordinary environment of the Associated Bank Theater Center, while giving clients more flexibility and more resources as they plan their events.”
Previously 41Fork oversaw food and beverage operations at the Associated Bank River Center – located adjacent the Associated Bank Theater Center – having opened its second-floor terrace lounge and ground-floor food court in 2023 as part of a larger renovation of the 28-story office building. Marcus Hotels & Resorts took over the River Center’s food and beverage operations last year.
Cervero has been recognized by BizTimes as a Notable Woman in Hospitality and Notable Entrepreneur, and Noble Catering & Events this year was named among the Future 50 fastest-growing privately-held businesses in southeastern Wisconsin.
