Guests can now pre-book parking for downtown Milwaukee events.
MILWAUKEE– (May 19, 2026) The Wisconsin Center District is proud to announce a new partnership with SpotHero, North America’s leading parking reservation platform, now serving as the official parking partner for the District’s three premier downtown Milwaukee venues: Baird Center, Miller High Life Theatre and UW-Milwaukee Panther Arena.
“Partnering with SpotHero is about making the guest experience even smoother from the moment visitors arrive downtown,” said David Schneider, Vice President of Corporate Partnerships at the Wisconsin Center District. “With more convenient access to parking across our venues, guests can spend less time searching for a spot and more time enjoying everything we and Milwaukee have to offer.”
Since its founding in 2011, SpotHero has grown into an industry leader, helping millions of drivers find and reserve affordable parking at more than 13,000 garages, lots and valet locations across 400+ cities throughout the U.S. and Canada.
Through this partnership, guests attending concerts, conventions, festivals and sporting events can plan ahead with confidence, easily booking and paying for parking before they arrive. In addition to the 400 available spaces in the Baird Center parking structure, SpotHero offers numerous nearby options within a short walk of the District’s venues.
“SpotHero is proud to partner with the Wisconsin Center District to make getting to downtown Milwaukee events easier and more predictable. By giving guests the ability to reserve parking in advance, we’re helping remove one of the biggest hurdles of event planning so they can focus on enjoying their experience,” said Paolo Lorenzoni, Chief Business Officer at SpotHero.
For more information about Wisconsin Center District partners, visit https://wcd.org/about-us/partners-sponsors/.
Wisconsin Center District
Experience-obsessed and committed to creating unforgettable moments, the Wisconsin Center District (WCD) is a quasi-governmental entity that operates UW-Milwaukee Panther Arena, Miller High Life Theatre and Baird Center. The WCD venues are within walking distance of top hotels, and exciting retail establishments, attractions, dining and nightclubs. Created under Wisconsin State Statute in 1994, the WCD offers captivating and buzzworthy experiences, making Milwaukee a not-to-be-missed destination. For more information about the WCD, visit wcd.org.
About SpotHero
SpotHero is the leading parking reservation marketplace in North America, with over $2 billion in parking reservations sold. Millions of drivers use SpotHero’s mobile apps and website to find, book, and access off-street parking in more than 13,000 locations in over 400 cities in the U.S. and Canada. Leading parking operators partner with SpotHero to boost the visibility of their inventory and grow their digital revenue.