April 22, 2026
By Lane Kimble
MILWAUKEE — One of Milwaukee’s most recognizable lakefront landmarks glowed brightly this week, serving as a beacon to remind drivers to slow down and drive cautiously.
WTBA worked with Light the Hoan to illuminate the Daniel W. Hoan Memorial Bridge in construction cone-orange Tuesday night.
Cars lined up along the Milwaukee River to take in the view as the orange hue reflected off the water, reminding some of the ceremonial cones with black ribbons honoring lives lost in work zone crashes.
“Orange is the color of the day,” WTBA Executive Director Steve Baas said. “Behind every flag, behind every flashing light in a work zone is a person who wants to get home to their families. It’s a father, it’s a mother, it’s a son, it’s a daughter.”
Baas spoke with Milwaukee media during a short news conference that morning announcing the bridge lighting plans.
WisDOT Southeast Freeway Project Chief Jason Roselle joined prime contractors from Zignego Company and Zenith Tech, Inc. (Walbec Group) to share their pleas with the public as they work on the massive I-94 East-West expansion nearby.
“We’re out there doing work for you when you’re driving past,” Zignego Senior Project Manager Justin Thomas said. “I know you’ll get frustrated, like we all do, in those backups. Just think, though, it’s better in the long term for everyone.”
The Hoan has featured thousands of LED lights since they were unveiled in October 2020. Light the Hoan Executive Director Erika Smith says they’re lit specific colors for special causes and occasions about 150 nights each year.
“Our mission really is to bring people together and use our lights as a platform for special moments that matter and to create awareness for each of those important causes,” Smith said. “Tonight, we’re proud to shine a light on safety.”
WTBA hopes anyone who saw the lights Tuesday night–whether driving by or parked for the view–spent some time reflecting on the construction workers who put their lives on the line daily, the people killed in the more than 2,000 work zone crashes in 2025, and the responsibility we all carry as drivers.
“Buckle up, slow down, the life you save might be your own,” Baas said.
