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Wisconsin Center District Benchmarks Wisconsin Center Expansion Plans

MILWAUKEE, WI – (June 15, 2018) – In a board meeting today, Wisconsin Center District (WCD) CEO Marty Brooks presented renderings to help facilitate future discussions on expansion options for the Wisconsin Center. The WCD owns and operates three downtown destinations: the Wisconsin Center, Miller High Life Theatre, and UW-Milwaukee Panther Arena.

In 2017, the WCD Board began a review of the WCD’s operations with the goal of maximizing event nights and visitors throughout the WCD facilities. The review led to a full operational assessment by third-party consultant Crossroads Consulting. Based on the findings and recommendations of the assessment, a second, more in-depth feasibility study was ordered. Today’s renderings, produced by Populous Architecture, are a product of the findings from the feasibility study.

Populous Architecture is a global architecture and design firm which specializes in event venues including Yankee Stadium and the Super Bowl; the Phoenix Convention Center expansion and San Jose Convention Center expansions nationally; and Sydney Exhibition Centre and Qatar National Convention Centre internationally.

“As we carefully take next steps in realizing the recommendations of the Crossroads feasibility study, we are excited at the opportunity to continue exploring options that will enhance the profile of the city of Milwaukee as a top-tier destination for visitors and conventions alike,” said Brooks.

Crossroads Report
Full Populous report

More information on events at the WCD facilities is available at :


Sarah Maio