Wisconsin Center Expansion Progresses Forward

Discussion on remodeling and expanding the Wisconsin Center, Milwaukee’s downtown convention center, has been swirling about for years, “but a state budget provision providing the financial backing needed to pay for the likely $300 million project jump-started talks earlier this year,” according to Wisconsin Public Radio (WPR).

In fact, Marty Brooks, Wisconsin Center District president and CEO, recently selected tvsdesign, an Atlanta-based architecture, planning and interior design firm, to design the new and improved convention center. Soon, the Wisconsin Center District and tvsdesign plan to also pick a construction manager to be able to break ground on the project in spring 2021.

During previous discussions on expansion plans, increasing the local sales tax was on the table, but the state Legislature wanted the district to uncover additional funding.

“Gov. Tony Evers included a state budget provision granting the Wisconsin Center District up to $300 million in bonding for the expansion project — which essentially means that if the district can’t repay its debt, the state will cover the cost,” according to WPR.

The Milwaukee Common Council must greenlight the arrangement in the next month, Brooks said, under which five criteria must be met under state guidelines:

1. The new expo hall must be 100,000 square feet.
2. The convention center must attract at least 50,000 out-of-state visitors annually.
3. It must stimulate at least $6.5 billion in total spending in the state over 30 years beginning on the date the bonds are issued.
4. It must generate at least $150 million in incremental state income, franchise and sales tax revenues over 30 years.
5. It must support at least 2,000 full-time equivalent jobs — those jobs include construction jobs.

If the Wisconsin Center District cannot meet those stipulation, the state won’t hold up its side of the bargain for the bonds. While the Milwaukee Common Council is expected to approve the provision, there are still hurdles to clear, such as being signed by Joel Brennan, the Secretary of the Department of Administration, who is also on the Wisconsin Center District Board. The district will convene again on April 2 to finalize expansion costs to move forward with the project.

According to WPR, “The current Milwaukee convention center, which was built in 1998, is 266,000 square feet, with about 189,000 square feet of exhibit space. By comparison, Cincinnati has 196,800 square feet of exhibit space at its convention center; Columbus has 373,000 square feet; Minneapolis has 475,000 square feet; and Indianapolis has two convention venues totaling 749,000 square feet of exhibit space.”

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