-By Adam Figman

The Aloft Milwaukee, designed by Starwood with input from Johnsen Schmaling Architects, a Milwaukee-based architecture firm, is offering a place for those with few options in the surrounding area: the youth. With up-tempo music playing, a lobby with a bar and pool table, and hotel-wide Wi-Fi access, this sleek and stylish 135-room hotel is opening its arms to the 21-35 age demographic and being rewarded for it.

The guest rooms all have nine-foot ceilings, extra-large windows, and a 42” flat-screen TV, but the purpose of the hotel is still to drive guests out of their rooms and into the common areas where they can work privately or socialize with others.

“The crowd we are appealing to tends to like a lot of stimulation. The ticker tape, TV's, music, pool, Wi-Fi, colors, and textures all stimulate and soothe,” says Rob Ruvin, president of Ruvin Development and co-owner of the Aloft Milwaukee. “It seems to be working—a lot of hip young professionals come and hang out here.”

There is no full-blown restaurant, but a 24-hour re:fuel gourmet eatery offers sandwiches, cappuccinos, and more. The lobby bar, open from 5:00 p.m. to midnight, remains abuzz with constant-flowing cocktails and a snack-heavy menu.

According to Ruvin, Gen-Yers are non-traditional travelers, frequently opting to spend time outside their hotel room, and require design that expand their available space. “The younger crowd doesn't like to check in and stay in their room. The Aloft offers areas to work, play and hang out that also allows you the opportunity to mingle or just people watch.”

Additionally, the hotel’s in the heart of the downtown business district presents another benefit for traveling young professionals. The Milwaukee Riverwalk, steps away from the hotel, is lined with shops and restaurants that lead right into the city’s Historic Third Ward.