George Austin: Shaping Madison’s downtown business district

What would downtown Madison look like without George Austin? His city planning efforts in the 1980s and 90s helped usher in the 21st century downtown, and his work continues to this day.

Described as neither an architect, developer nor politician, Austin nonetheless has led some of Madison’s most iconic projects: Monona Terrace, Overture Center and the Wisconsin Institutes for Discovery. Other ventures include redeveloping Judge Doyle Square and helping launch StartingBlock Madison. Now he’s guiding the Wisconsin Historical Society’s new history center, set to open in 2027.

Here, Austin reflects on the Overture Center project and its role in making downtown Madison a vibrant cultural hub.

How did you become part of the Overture Center project?

While working on the Monona Terrace project in the 1990s, I got to know Jerry Frautschi, who served on the Monona Terrace Commission that oversaw the early planning efforts for the project, which was completed in 1997. The following May, Frautschi invited me to join the foundation he established after retiring from Webcrafters. I served as the foundation president from 1999 to 2011 and remain on the board.

In 1998, Frautschi pledged $50 million to enhance the downtown arts scene. In 1998 and 1999, to launch the project, a 48-member task force reviewed the visual and performing arts needs of the area. Potter Lawson and Flad architectural firms then studied the 200 block of State Street, recommending the expansion of the Madison Civic Center. World-renowned architect Cesar Pelli was then hired in 2000 to design what initially was called the Overture Project. To make the vision a reality, Frautschi ultimately contributed $205 million.

What was the construction of Overture Center like?

I had the privilege of leading the project through the construction of Overture Hall in Phase 1, completed in 2004, and Phase 2, which included the renovation of the Capitol Theater and The Playhouse and the construction of the new Madison Museum of Contemporary Art, completed in 2006.

From 1998 to 2006, I was a part of every step—from public hearings and city approvals to the construction process and the grand opening. Helping to bring Jerry Frautschi’s and Pleasant Rowland’s vision for Overture Center to life was the highlight of my career.

What was the grand opening like in September 2004?

Before opening, the Madison Symphony Orchestra presented a concert for construction workers and their families. It was unforgettable. I recall one worker pointing out the Overture Hall Lobby ceiling to his children, proudly saying, “I built that!” Everyone put their heart and soul into the project.

On September 18, 2004, the day Overture Center for the Arts opened, members of the project team gathered for a toast in Promenade Lounge as people lined up outside waiting for the doors to open. When Frautschi and Mayor Dave Cieslewicz opened the doors at 10 a.m., the crowd’s awe was priceless. And the performance by the Madison Symphony Orchestra that evening was spectacular! Now, 20 years later, I still smile when I walk into the bustling Rotunda.  

How has Overture Center changed downtown Madison?

In the 1980s and 90s, downtowns nationwide struggled as retail shifted to malls. Our vision was for Overture to offer authentic, unique experiences, to become a cultural hub, to bring people back downtown. It took a unique public-private partnership to make it a reality. Achieving the vision and seeing Overture as a thriving cultural asset is thrilling.

Overture attracts people downtown to dine, stay and recreate, making downtown more vibrant, sparking further investments. Madison’s business district stands out nationally, thanks in part to Overture.

Frautschi and Rowland’s redevelopment extended beyond Overture to the 100 block of Fairchild Street and State Street, where they merged six older buildings into a new development to enhance the neighborhood. The unique thing about the project is that all the net income goes to support Overture and the Madison Museum of Contemporary Art.

How do you support Overture?

I’m at Overture often! My wife and I subscribe to Broadway at Overture, Madison Symphony Orchestra, Forward Theater Company and Wisconsin Chamber Orchestra, and we’re members of the Madison Museum of Contemporary Art. We also give annually to Overture to support its education and engagement programs. 

As for my favorite shows, I love them all. That’s Overture’s magic—you can listen to symphony music, see pop stars, enjoy theater performances and take your grandkids to Kids in the Rotunda on Saturdays. The variety keeps it exciting, and every visit brings back wonderful memories of building this place, making it extra special.

What is your wish for Overture Center on its 20^th anniversary?

Keep going! Overture has benefited from good stewardship, and the Overture Forever Campaign will secure its future for future generations. Overture has exceeded expectations, thanks to Frautschi and Rowland’s commitment to Madison, a community that embraced the vision, the people who designed and built it, and the artists who showcase their unique artistic expressions. It’s always a joy to walk through Overture’s doors.

Consider giving to the Overture Forever Campaign to support Overture’s long-term sustainability. Thanks to Capitol Point residents, all gifts will be matched up to $700,000 through November 30.

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