The city’s downtown is becoming an urban playground.

This piece originally appeared on Millennial.

Milwaukee is one of those old industrial American cities that has traditionally been known for its beer, brats, and manufacturing. But as more millennials dominate the city, a NEWaukee is starting to emerge, creating a fresh and modern vibe that is responsible for reinvigorating those that currently inhabit this north Midwestern gem.

Changing the way people connect in the city, NEWaukee is a social architecture firm by and for Milwaukee millennials that is transforming the city’s identity and harnessing the power of community. The group offers programming that unites like-minds through art, culture, sports, adventure, large-scale festivals and intimate networking opportunities.

They are most famous for organizing Young Professional Week, a 15-city statewide collaboration that incentivizes millennials to reconnect with their city and meet their peers. It is through these events that NEWaukee is helping to bring people together in hopes of turning Milwaukee into a flourishing in-demand city.

Read the full article from FORTUNE here: