Wisconsin Center Breaks Ground On $420 Million Expansion

November 9, 2021

The city of Milwaukee will soon be doubling the size of its convention center via a multi-million-dollar expansion project. On Oct. 28, the Wisconsin Center District celebrated its long-awaited plan to grow the Wisconsin Center by hosting a groundbreaking ceremony attended by WCD leaders and staff, several local leaders, government officials and additional guests.

Speakers at the event included Wisconsin Department of Administration Secretary Joel Brennan; Milwaukee County Executive David Crowley; VISIT Milwaukee President and CEO Peggy Williams-Smith; VISIT Milwaukee Board Chair Dr. Eve Hall; WCD Board Chair Jim Kanter; and Marty Brooks, president and CEO of the WCD, a quasi-governmental body that operates the Wisconsin Center, UW-Milwaukee Panther Arena and Miller High Life Theatre in downtown Milwaukee. 

Wisconsin Center expo hall

“Today’s groundbreaking is the formal celebration of our $420 million expansion that has been years in the making,” Brooks said. “Doubling the size of the convention center allows us to execute multiple, simultaneous and overlapping events, bringing even more visitors to Milwaukee. Meeting planners can expect flexible space, robust IT infrastructure and top-of-the-line health and safety features, along with our signature bold, proud, experience-obsessed delivery of service. I couldn’t be more excited for the future.”

Expected to take 24 months and be completed in early 2024, the expanded facility will offer 445,000 sq. ft. of total convention space, including a 300,000-contiguous-sq.-ft. exhibit hall; 24 additional meeting rooms for a total of 52; a new executive kitchen; a fourth-floor rooftop ballroom with a terrace overlooking downtown Milwaukee; a minimum of 400 indoor parking spots; and six new loading docks. The project will also modernize the existing facility’s interior.  

Designed with meeting planner input, the soon-to-be expanded facility will not only offer more modern, functional and flexible spaces capable of accommodating groups of all sizes but also draw in larger events that can either overlap or occur simultaneously.  

According to Leslie Johnson, vice president of sales for VISIT Milwaukee, groups are already booking events in the expanded convention center, and the CVB is continuing to receive a lot of interest from show organizers interested in hosting their events in the new space. 

Wisconsin Center

“We are strongly encouraging meeting, convention and event planners to start making plans today for their Wisconsin Center bookings in 2024 and beyond,” Johnson said.

Built in 1998, the current Wisconsin Center offers 188,695 square feet of contiguous exposition space and 37,500 square feet of ballroom space. 

“This event marks the beginning of the Wisconsin Center’s thrilling next chapter,” Williams-Smith said. “An expanded convention center means more business, more visitors and more national exposure for Milwaukee. This translates into billions of dollars in additional tourism spending to our community.”

To learn more and check out a fly-through video of the expansion, go here.

 

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact