"Meet me at Rosie's" has been the opening utterance in many a Milwaukeean's nightlife plans for decades. Conveniently located near many Downtown spots, Rosie's, 1111 N. Water St., fun and friendliness have made it the place to meet up with friends before a night on the town for 29 years.

Rosie's has staying power. In a city whose longterm residents value consistency and comfort, Rosie's neighborhood tavern feel marks it as special on a street that has undergone many changes over the decades.

The mural on the north-facing outside wall of Rosie's is a landmark itself.

"That mural has been there a long time, people are used to seeing it," says Rosie's co-owner Darrell Sanderson. "We thought about putting a building in our parking lot (which the mural overlooks) but blocking that mural, while not the only deterrent, crossed our minds."

This kind of thinking, paying attention to history, tradition and maintaining a sense of Milwaukee, is always on Sanderson's mind and is in fact Rosie's very business plan.

"Part of the reason we always wanted to keep things 'Rosie's' is that everything else changes," says Sanderson, who often uses the bar name as a concept if not also to indicate a state-of-mind.

Sanderson's partners are Jim Pack and Brian James. Together they are three guys from the northern suburbs who have been friends since their high school / early college years and always dreamed of owning a bar together. In 1998 they got their chance when Sanderson and Pack met then-owner Andi Shafton, who agreed to sell them Rosie's.

"At the time, we were shocked that she'd actually part with the bar, because of all its history and because (Shafton's) dad had given it to her. But she knew we were going to keep it Rosie's – keep that family feel – this was important to her, more so than money, and she entrusted us with the bar," says Sanderson.

The bar was formerly called Rosie's Waterworks and is now technically Rosie's on Water, but it's always been known by most folks simply as Rosie's. The bar's roots run deep. In the space before Rosie's was a bar called Sheridan's, which, along with Sweetwater (now Fitzgibbons'), were once the main drinking establishments on the street.

"It was a different area back then (the '70s). As other places have come along and the street has changed, one thing we've always liked is Rosie's association with other places on Water," says Sanderson.

Sanderson will tell anybody his thoughts on Milwaukee's bar history and traditions, how taverns have always been social clubs, "that's why they're in neighborhoods," and why Rosie's needs to keep its tavern feel in the middle of a major entertainment district.

"This is a tough business, especially nowadays. I know that's why there are a lot of changes in the bar / restaurant scene. I still tell people when they walk through the door that they've left America, in a sense, and they're now in our world. I say, 'Leave your troubles out there and be our guest,'" says Sanderson.

Maintaining that feeling of consistency and comfort that customers expect involves a lot of hands-on work. Co-owner Pack will be found many Friday and Saturday nights either tending bar or in the Rosie's crowd.

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