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Wisconsin Center District
Company Overview
WCD Information
The Wisconsin Center District (WCD) is a government body created under Wisconsin State Statute in 1994 to fund, build, and operate the Midwest Express Center (now Wisconsin Center) in downtown Milwaukee, and continue operating the existing venues now called the UW-Milwaukee Panther Arena and Miller High Life Theatre.
In 2015, under a new State Statute, the Wisconsin Center District was authorized to own and issue bonds for a new basketball arena for the Milwaukee Bucks. Today WCD owns the Fiserv Forum, but the facility is operated, maintained and managed by the Bucks organization.
Not a unit of state, county or city government, WCD is instead a semi-autonomous municipality called a “district,” meaning its leaders are appointed by elected officials, and it can issue bonds and collect taxes within strict limits established by statute.
A wide variety of private businesses and entrepreneurs ranging from event planners and decorators to florists and specialty food providers do business in WCD facilities, or deliver products and services to WCD clients.
In fact, Milwaukee’s very name is thought to derive from the Ojibwe for “gathering place by the waters,” signifying its centuries-old role as a hospitable place where people of many Indian nations came together to conduct trade, learn about new technology, politic and socialize – just like conventions today!
THE FUTURE
When originally opened as the Midwest Express Center in 1998, the Wisconsin Center was designed with a Phase III expansion in mind, extending to the north to Kilbourn Avenue. In this or a fourth phase, the center would ultimately to be connected to the Arena and Auditorium. However, this expansion was delayed by the tumultuous economic and political currents of the 21st century’s opening decade.
In 2013, based in part on the 2012 Economic Impact Analysis, the Wisconsin Center District commissioned a feasibility study outlining the District’s competitive needs and proposing a modest expansion of 60,000 feet of new exhibit space, a 14,000 square-foot junior ballroom, and additional meeting rooms. This study was released on May 14, 2014.
Because this expansion initiative coincided with a separate community discussion about erecting a new basketball arena for the Milwaukee Bucks NBA franchise, the study went further in proposing a master plan to redevelop the downtown corridor between Vel R. Phillips Avenue and 6th Street as a pedestrian-friendly sports & entertainment district. The plans for the new arena project ultimately resemble this proposal.
In April, 2019, the District received results of a commissioned Tax Projection Study, which led to several concrete steps in preparation for launching a Phase III expansion project.
The Wisconsin Center District (WCD) is a government body created under Wisconsin State Statute in 1994 to fund, build, and operate the Midwest Express Center (now Wisconsin Center) in downtown Milwaukee, and continue operating the existing venues now called the UW-Milwaukee Panther Arena and Miller High Life Theatre.
In 2015, under a new State Statute, the Wisconsin Center District was authorized to own and issue bonds for a new basketball arena for the Milwaukee Bucks. Today WCD owns the Fiserv Forum, but the facility is operated, maintained and managed by the Bucks organization.
Not a unit of state, county or city government, WCD is instead a semi-autonomous municipality called a “district,” meaning its leaders are appointed by elected officials, and it can issue bonds and collect taxes within strict limits established by statute.
MISSION STATEMENT
The mission of the Wisconsin Center District: to maintain, and continuously build, our professional reputation in the convention, entertainment and sporting events industry on all levels, both locally and nationally; to present first class facilities in the twenty-first century; to provide the most effective use of space for our clients by utilizing the collective talents of all Wisconsin Center District employees; and to create and sustain jobs, income, and prosperity in the Greater Milwaukee community.OPERATIONS
WCD’s diverse, skilled staff of about 285 full- and part-time employees markets and maintains the facilities, books and services events, and helps promote and produce them. Visit Milwaukee solicits major convention and trade show bookings, and WCD books smaller meetings as well as sports, entertainment and consumer shows. Levy Restaurants, WCD’s exclusive food service provider, books banquet, luncheons and receptions.A wide variety of private businesses and entrepreneurs ranging from event planners and decorators to florists and specialty food providers do business in WCD facilities, or deliver products and services to WCD clients.
ECONOMIC IMPACT
WCD exists to support Milwaukee’s economy by attracting visitors and wealth to the community. In addition to the economic impact of visitor spending for rooms, meals, transportation and entertainment, WCD and its caterer, Levy Restaurants, help cultivate small and disadvantaged business development through “third-party vendor” contracts for specialty foods and other contracts for everything from construction services to printing. WCD’s success in fueling local and regional prosperity is measurable in many ways, including the opening of some 1,500 new downtown hotel rooms since 1996. WCD has also helped stimulate community pride and economic development on the downtown, neighborhood and metropolitan levels.HISTORY
The history of our facilities dates to the opening of the Milwaukee Auditorium in 1909, and our heritage goes back even further, to the erection of a public market house on the site in 1867, followed by the opening of the Industrial Exposition Building at the same location in 1881.In fact, Milwaukee’s very name is thought to derive from the Ojibwe for “gathering place by the waters,” signifying its centuries-old role as a hospitable place where people of many Indian nations came together to conduct trade, learn about new technology, politic and socialize – just like conventions today!
THE FUTURE
When originally opened as the Midwest Express Center in 1998, the Wisconsin Center was designed with a Phase III expansion in mind, extending to the north to Kilbourn Avenue. In this or a fourth phase, the center would ultimately to be connected to the Arena and Auditorium. However, this expansion was delayed by the tumultuous economic and political currents of the 21st century’s opening decade.
In 2013, based in part on the 2012 Economic Impact Analysis, the Wisconsin Center District commissioned a feasibility study outlining the District’s competitive needs and proposing a modest expansion of 60,000 feet of new exhibit space, a 14,000 square-foot junior ballroom, and additional meeting rooms. This study was released on May 14, 2014.
Because this expansion initiative coincided with a separate community discussion about erecting a new basketball arena for the Milwaukee Bucks NBA franchise, the study went further in proposing a master plan to redevelop the downtown corridor between Vel R. Phillips Avenue and 6th Street as a pedestrian-friendly sports & entertainment district. The plans for the new arena project ultimately resemble this proposal.
In April, 2019, the District received results of a commissioned Tax Projection Study, which led to several concrete steps in preparation for launching a Phase III expansion project.
- Pursuing self-financing in lieu of new hospitality taxes, WCD issued an RFP seeking a lender to administer a bond issue. Morgan Stanley was chosen.
- The State of Wisconsin agreed to assume “moral obligation” to guarantee expansion project bonds in the event of default by the District, ensuring better borrowing rates.
- Increasing executive authority to expedite the project, the WCD Board resolved unanimously in August to raises the cap on the value of project-related agreements which the President and CEO and Board Chairman are authorized to enter into, to $1 million. A revised project timeline also issued in August projects a groundbreaking in early 2021, and completion by early 2023.
Company Summary
Name
Wisconsin Center District
Industry
Number of Employees
201-500
Website
Phone
(414) 908-6000