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Transportation

Move to Wisconsin, Millennials! (Just Don't Forget Your Car.)

As the state spends millions to lure under-40 workers from across the Midwest, local transit riders are stuck in place.
MIlwaukee lost more transit riders in 2017 than any other major metro.
MIlwaukee lost more transit riders in 2017 than any other major metro. Morry Gash/AP

MILWAUKEE, WI—In January, the Wisconsin Economic Development Commission launched a $1 million campaign asking Chicago’s Millennial transit commuters to consider a move to the Dairy State.

“Catch the train or catch some air?” reads one advertisement plastered inside Chicago Transit Authority trains. A haggard young straphanger, sweating under his collar, was shown side-by-side with a grinning snowboarder taking a jump. “Rush hour or happy hour?” reads another ad featuring an assembly of rooftop drinkers, mid-chuckle. “Bump elbows or bump on the court?” asks another centered on a lakeside volleyball match. The tagline: “Wisconsin: It's more you.”