The Return of Fox Bay Theater
Under a proposal, the Fox Bay Theatre would re-open as The Argo
The Whitefish Bay landmark Fox Bay Theater has been sitting vacant since 2020.
But after 5 years, the groundwork is now in place to reopen the space at 334 E. Silver Spring Drive.
The historic theater is now the focus of a revitalization plan led by New Land Enterprises, which seeks to transform the space into an entertainment venue called The Argo.
At their Feb. 10 meeting, the Whitefish Bay Plan Commission granted a conditional use permit for The Argo, a live entertainment space with a bar and restaurant set to revitalize the historic Fox Bay Theater building on Silver Spring Drive.
The project leaders aim to create a community-centric space while addressing concerns from residents about parking, noise, and safety.
Previously, the Whitefish Bay Village Board meeting heard discussion from the public place regarding the redevelopment of Fox Bay Theater. The full meeting notes can be found on the village website.
When will Fox Bay Theater reopen?
If all goes according to plan, Fox Bay Theatre will re-open as The Argo in late 2025. The Argo will feature an entertainment hall, bar & restaurant, and event space perfect for public gatherings and private events.
Sheldon Oppermann of New Land Enterprises presented the redevelopment proposal to the village, outlining plans to renovate the space. The Argo will hold a variety of programming from live music to comedy to film to special events.
The Argo team, consisting of operations director Adam Powers, sponsorship head Josh Bryant, and events director Andrew J. Coate, shared their vision for the venue. Oppermann noted that feedback from the Whitefish Bay community expressed a desire for “a modern gathering space.”
They projected that The Argo would host approximately 90 events per year. Additional discussions covered venue security, ADA compliance, and the customer experience, including state-of-the-art scanning technology for efficient entry and safety measures.
Opperman explained that the decision to move forward with The Argo came after careful consideration.
"We spent a great deal of time looking into this, trying to understand what needed to be considered, and we truly believe we have found the right operators with the right passion," he said.
The Argo will transform the long-vacant space into a multi-use entertainment hub that includes a restaurant and bar, an entertainment hall for concerts and performances, and a second-floor event space for weddings, birthdays, and other gatherings.
What was discussed at the meetings?
A primary concern was parking availability, particularly during high-traffic events. Oppermann assured the board that parking studies show sufficient available space and mentioned the possibility of partnering with nearby businesses for additional parking options.
The team also confirmed that a dedicated ride-share drop-off zone on Silver Spring Drive would help mitigate congestion. Other concerns included event crowd control, noise levels, and the impact on neighboring residential areas, especially during late-night load-outs following performances. The Argo team addressed these by highlighting their experience managing similar venues and their plans for structured security presence before, during, and after events.
From the village’s perspective, Village Manager Kelsey McElroy-Anderson emphasized the importance of redeveloping the long-vacant theater space to prevent further deterioration and to boost local business activity along Silver Spring Drive. The board agreed on the potential economic and cultural benefits of the project and took a major step forward by unanimously approving a resolution (7-0) to support the application for a Wisconsin Economic Development Corporation (WEDC) Community Development Investment Grant.
A parking study conducted by Graef Engineering concluded that there are 599 public parking spaces within walking distance of the venue, which should be sufficient for typical event attendance of 500 to 750 guests. The study did not include Aurora Health Care’s lot, though discussions are ongoing to secure additional shared parking agreements with area businesses.
Josh Bryant said they are working on clear signage and online information to guide visitors to designated parking areas and avoid residential streets.
Concerns about noise levels were also addressed. The Argo has committed to limiting exterior noise to the equivalent of a normal conversation, between 55 and 65 decibels. A third-party sound consultant will be hired to monitor and adjust levels as needed.
The venue will also implement a detailed security plan in collaboration with the North Shore Fire Department and Whitefish Bay Police Department, which will include metal detectors, on-site security staff, and surveillance cameras to maintain a safe environment for guests and neighbors.
The team behind the venue emphasized their commitment to working with neighbors, local businesses, and the village to address concerns.
Adam Powers noted that the team has been listening closely to community feedback. "We’ve heard the excitement, but we’ve also listened carefully to concerns. We take them seriously and have worked on solutions."
Powers emphasized the team’s dedication to managing the space responsibly, saying, "We want this to be a safe, vibrant, and well-managed space for everyone in the community."
Community Support
Despite some concerns, many residents expressed excitement about the potential for The Argo to revitalize Silver Spring Drive.
Ross Wallace, a Whitefish Bay resident who moved from Chicago, spoke in favor of the project and how it aligns with the walkability and family-friendly appeal of the area.
"One of the main reasons we chose Whitefish Bay is to have a walkable community that has things near us," Wallace said. "Having something like The Argo just amplifies that value to people trying to move to this community. This is exactly the type of project that will help attract and retain young families who want an engaging and vibrant place to live."
Phil Aiello, a Whitefish Bay resident and CEO of Mandel Group, which owns the adjacent Beaumont Place apartments, echoed this sentiment and said he believes the venue will bring new energy to the area and support local businesses.
"This is a fantastic opportunity for the village," Aiello said. "This will bring energy to our downtown and support local businesses."
The Whitefish Bay Plan Commission unanimously approved the conditional use permit with minor modifications, including increasing the outdoor seating limit to 20 and prohibiting deliveries between 10 PM and 7 AM. The approval marks a major step forward for the project.
The Story Behind the Name
The venue’s name, The Argo, holds personal significance for its founders. Adam Powers shared that it was the name of a sailboat his grandparents and uncle built from scratch in the 1970s. The boat became a symbol of family, adventure, and a safe, welcoming space, which inspired him to use the name for this project.
"It was always a beacon of just fun and a good time in my family," Powers said. His uncle, nicknamed "R," was known for always being on the move, leading family members to frequently ask, "Where did R go?" Eventually, they named the boat "Argo" as a play on those words.
Coate added that the name also reflects the team’s broader mission.
"The Argo was a place of adventure, family, and community," Coate said. "That’s exactly what we want to create here—a safe space where people can come together, experience something new, and feel connected to the people around them."
What is the history of Fox Bay Theater?
Established in 1951, the Fox Bay Theater was a beacon for movie enthusiasts, boasting a 988-seat auditorium with a distinctive Art Deco design, according to Cinematreasures.org.
Over the decades, it evolved, becoming the Fox-Bay Cinema Grill in 2000, where patrons could enjoy dining alongside films. However, like many institutions, it faced challenges and ultimately closed its doors in 2020 during the pandemic.
According to OnMilwaukee.com, the Art Deco Fox-Bay Cinema (the name being a mashup of Fox Point and Whitefish Bay), was designed by architect Albert F. Keymar of Ebling, Plunkett & Keymar in 1949 and completed in 1951 as one of the first Deco theaters in the area, after the more muted 1936 Varsity Theater near the Marquette University campus.
Looking Ahead
Opperman expressed confidence in the project’s long-term success, stating, "We’re optimistic and excited. We truly believe The Argo will be a long-term asset to Whitefish Bay."
The transformation of Fox Bay Theater into The Argo represents both a preservation of local history and a step toward a modern entertainment experience in Whitefish Bay. After five years of closure, this ambitious redevelopment plan could bring new life to Silver Spring Drive, offering a fresh cultural destination for both residents and visitors.
