In seventh grade, Brennan Seehafer of Manitowoc started a production company and brought a major show to the city’s Capitol Civic Centre. He spent hours planning, securing sponsors and selling program ads to offset the risk. The show was a success.
“I always enjoyed planning and management in the music industry,” he said. “It was exciting to plan and host events. And, I still got my schoolwork done.”
He formed Brennan Seehafer Productions in 2007, and continued to plan shows after moving to Nashville after graduation. While there, he was an apprentice for the Country Music Association and toured with Luke Bryan for a few years. He also continued to grow his production company and produces and promotes 40 to 50 shows a year.
The one change is his home base is back in Manitowoc.
“I went to Nashville to experience new things, but I realized that there was a void in Manitowoc,” Seehafer said. “There was no bar on the waterfront, and I thought that provided a unique opportunity.”
In 2018, he decided to go forward with his dream. He purchased land on the waterfront from Manitowoc Company and set out to prove that he could run a successful bar. Because he was just starting out, lenders wanted to see some history before offering a loan. Seehafer was up to the challenge.
Utilizing shipping containers, he created a seasonal venue named The Wharf that quickly became known for free entertainment, a varied beverage menu and wonderful aesthetics. With a large, outdoor patio, the bar became a destination during the COVID-19 pandemic, because customers felt more secure sitting outdoors. Success quickly followed, and he began to plan for something bigger.
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He had numbers that proved his ability as an owner, but still needed a business plan. For help with that, he took a business plan class through the UW-Green Bay Small Business Development Center.
“That class was pivotal, and it’s offered all around Wisconsin,” Seehafer said. “If you complete your plan, you actually get your money back. With the help of Dave Stauffacher and Tara Carr of SBDC, I had a good plan to bring to the bank.”
The most difficult part of writing the plan, he noted, was estimating the revenue that would come from adding a food menu. That was new for him, and he went through a calendar and looked at every day of the year to come up with averages that further proved the strength of the plan.
Those efforts came to fruition when Seehafer secured a loan to build a $1.8 million facility with a state-of-the-art retractable roof system, large pass-thru overhead doors for fair weather events, an event space with a separate bar area and a food-truck style kitchen. There is a green space for yard games, and the patio can accommodate up to 900 people.
He describes it as “a unique entertainment experience in Manitowoc, unlike any other. This project transformed a once unused space along the Manitowoc River into an all-season entertainment venue. Patrons enjoy the casual, nautical-themed ambiance and outdoor patio with live entertainment.”
The Wharf also benefits from being next door to the S.S. Badger, the ferry that runs from Manitowoc to Ludington, Michigan.
But, as the business has grown Seehafer realized demand for event space exceeded the ability to meet those needs. With his wife, Shilah, managing The Wharf, he set his sights on a third business — the conversion of a downtown warehouse into a venue for hosting events.
The Venue at Union Square, a 5,000-square-foot facility located about one block from The Wharf, opened late in 2021 and features a modern, industrial design that preserves the original brick walls, high ceilings and exposed beams.
Seehafer says it is a full-service event space for hosting wedding ceremonies, receptions, corporate events, conventions, holiday parties and other events. Wedding planning and coordination services are offered. It has a capacity of 300, and Seehafer is personally involved in planning.
“I do all of the booking and programming for the talent at The Wharf, Venue at Union Square, and production company,” he said. “I don’t keep track of my hours — I would hate to know.”
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The Wharf is hosting more than 125 free events and 10 ticketed events this year. Then, there are the large number of event bookings at the Venue and his events with Seehafer Productions that have him traveling around the country. As the businesses have grown, he employees about 35 people at The Wharf, 12 at The Venue and three with the production company. He also uses independent contractors.
“We are fortunate that we are well-staffed for the summer and haven’t had any issues,” Seehafer said. “Part of it is the way we treat our employees — it is like a big family. We all hang out and enjoy each other’s company.”
Enjoyment is a word that seems to define all of Seehafer’s endeavors.
“I love working with people, and when I see the joy that an event brings, it feels great to have gone with them through the process. And, with The Wharf, we have created a place where people can come and relax from the stress of life and feel like they’re on vacation,” he said.
Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.
