Milwaukee Theatre

ABOUT US

Mission Statement
Governance
Funding
Operations
Economic Impact
Green Initiatives
History
Financial 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 Frontier Airlines Center) in downtown Milwaukee, and continue operating the existing venues now called the U.S. Cellular Arena and Milwaukee Theatre. Not a unit of state, county or city government, WCD is instead a semi-autonomous municipality called a "district," meaning its leaders are appointed and it can issue bonds and collect taxes within strict limits.

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.

Governance
WCD is governed by an unpaid, fifteen-member Board of Directors statutorially appointed by the Governor, the Milwaukee County Executive, the Mayor of Milwaukee and the Mlwaukee Common Council President. The co-chairs of the State Legislature's Joint Finance Committee and the City of Milwaukee Comptroller serve on the board automatically, and two appointed members represent the hotel and restaurant industries, which derive the most benefit from a convention center.

The current Wisconsin Center District Board of Directors consists of:

Franklyn M. Gimbel, Gimbel, Reilly, Guerin & Brown, Chairperson
James C. Kaminski, Kaminski Consultants, Vice Chairperson
Alderman Willie L. Hines, Jr., Milwaukee Common Council President, Secretary
W. Martin Morics, City of Milwaukee Comptroller, Treasurer

Joel Brennan, Discovery World
Senator Alberta Darling, Wisconsin State Senate
Mayor Jill Didier, City of Wauwatosa
Alderman Ashanti Hamilton, City of Milwaukee
Michael Huebsch, Wisconsin Secretary of Administration
Stephen H. Marcus, The Marcus Corporation
Representative Robin Vos, Wisconsin State Assembly
Alderman Terry Witkowski, City of Milwaukee
Three seats are currently vacant

Richard A. Geyer, Wisconsin Center District President & CEO

Funding
WCD receives no property tax money or Federal, State or local subsidy. Its operations are funded by operating revenues. Special sales taxes on hotel rooms, on prepared food and drinks sold in restaurants and taverns, and on car rentals repay a $185 million bond issue that funded the Midwest Express Center project, and provide funding to Visit Milwaukee. None of these tax revenues are used to fund WCD operations.

Within the boundaries of Milwaukee County, WCD collects 2.5% on rooms, 3% on car rentals, and 0.5% on food and beverage sales. It also receives a 7% hotel room tax formerly collected by the City of Milwaukee. In January, 2011, the county-wide hotel room tax increased from 2% to 2.5%; the increase was requested by hoteliers to provide additional funding for Visit Milwaukee.

This financial plan is supported by political and business leaders - in particular, Wisconsin's hotel and restaurant associations - as an investment in economic growth. Among U.S. cities, Milwaukee is rare in that its visitor taxes are used only for visitor-oriented marketing, facilities and services.

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 tradeshow 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.

Most WCD employees are members of such bargaining units as the International Association of Theater & Stage Employees, the International Brotherhood of Electrical Workers, the International Union of Operating Engineers, the Chicago Regional Council of Carpenters, the International Brotherhood of Painters & Allied Workers, and the Service Employees International Union.

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 1,065 new downtown hotel rooms since 1996. WCD has also helped stimulate community pride and economic development on the downtown, neighborhood and metropolitan levels.

Green Initiatives

Among the energy and water conservation, recycling and waste reduction initiatives at the Frontier Airlines Center, U.S. Cellular Arena and Milwaukee Theatre:

Energy Conservation:

All-new, high-efficiency HVAC system installed in Milwaukee Theatre during 2001-03 renovation;
U.S. Cellular Arena’s hot water steam converter replaced with high efficiency unit;
HVAC controls recalibrated and re-commissioned in the administrative offices and meeting rooms, exhibit halls, the ballroom and other areas of the U.S. Cellular Arena and midwest airlines center, resulting in 10-15% energy use reductions;
Preventive maintenance and repairs to HVAC dampers and seals in the Frontier Airlines Center and U.S. Cellular Arena;
HVAC static pressure in the Frontier Airlines Center r adjusted to positive vs. negative air flow to avoid taking in unheated outdoor air in winter, uncooled air in summer;
HVAC set point sensors in all three buildings reset and recalibrated to 68-72° f; deviations require approvals.
Hot water sensors in the systems automatically recalibrate according to outside air temperatures;
Thermostats in fire towers, stairways and other unoccupied spaces in all three facilities set to absolutely minimize unnecessary heating and cooling of unused spaces. Can be temporarily reset to meet client needs.
High-efficiency, variable speed drives and water circulation pumps installed in Frontier Airlines Center HVAC systems, resulting in 10%-12% energy-use reductions;
Motion-sensor lighting controls installed in restrooms and elevators in all three facilities, reducing electricity use approximately 35%-60%.
Ongoing relamping and fixture replacement in all three facilities, including signage and message boards, to utilize high-pressure sodium, compact fluorescent, led and other high-efficiency light sources.
Ongoing utility cost trend analysis includes monitoring and regular review of steam, electricity, gas and water consumption, to help identify where greater efficiencies can be achieved.

Water conservation:

“Low flow” restroom fixtures installed during initial Frontier Airlines Center and Milwaukee Theatre onstruction projects;
Restroom fixtures in all three facilities controlled by motion sensors and automatic shutoffs;
Metal “fills” in Frontier Airlines Center HVAC cooling towers replaced with high-efficiency units, reducing the use of both water and chemicals.

Recycling & Waste Reduction:

100% or high-recycled-content and fully-recyclable or compostable disposable food service items (e.g., sandwich wrappers, flatware, cups, etc.) used by Levy Restaurants in all wcd facilities;
Comprehensive, single-stream waste recycling program under development in cooperation with Waste Management, Inc. and Levy Restaurants.

History

Timeline of historical milestones (88 KB)

List of Milwaukee Auditorium/Theatre and Arena shows

Historic Images from the Milwauke Auditorium

Financial Information

2005 Annual Report (2.9 MB)

2006 Annual Report (1.8 MB)

2007 Financial Statement (377 KB)

2007 Annual Report (2.06 MB)

2008 Financial Statement (357 KB)

2008 Annual Report (1.17 MB)

2009 Financial Statement (286 KB)