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Event Merchandising Inc. will Assume Merchandising Responsibilities August 1
MILWAUKEE — The Bradley Center Sports and Entertainment Corporation today announced that it has reached an agreement with Event Merchandising Inc. (EMI) to assume the retail merchandising operation for all events that take place at the Bradley Center. The new agreement will become effective on August 1.
“EMI is a leader in retail merchandising at major entertainment and sporting events throughout the United States, and the Bradley Center is pleased to be a partner in EMI’s expanding NBA presence,” said Steve Costello, president and chief executive officer of the Bradley Center. “This partnership with EMI will enhance our retail offerings and customer service and provide our patrons with an even better overall experience at the Bradley Center.”
EMI will handle and sell merchandise, souvenirs and team gear at all Bradley Center events, including Bucks, Admirals and Marquette University games; family events such as Harlem Globetrotters and ice skating shows; and all concerts. Costello said EMI will also review current retail operations and suggest upgrades to the Bradley Center’s current offerings at the more than 150 events that attract an estimated 1.6 million people annually to Downtown Milwaukee’s No. 1 entertainment facility.
Costello added that the Bradley Center and EMI will jointly invest in upgrading the four existing retail locations in the Bradley Center. There are currently two walk-in stores on the 200 level, two permanent retail stands on the 400 level; and two smaller kiosks, both on the 200 level. EMI will work with the Bradley Center to determine if additional retail locations are needed or if enhancements should be made to help improve the current facilities. EMI is headquartered in Memphis, Tenn. and has a track record of working with the NBA and other professional sports and entertainment programs.
“In our continuing effort to look at new and better ways to operate our facility, serve our fans, and increase tenant revenue, we believe EMI can help us enhance our merchandising program,” Costello said. “We look forward to working with the talented team EMI will bring to the Bradley Center.”
EMI vice president and COO Larry Travis said the organization is committed to providing the Bradley Center with high-quality products, fan-friendly customer service and well-staffed retail outlets to help all patrons have an enjoyable time. EMI ownership includes Clear Channel Entertainment, which produces and promotes live music shows, motor sports events and various family entertainment programs throughout the country.
“We are honored to be a part of the Bradley Center operations and look forward to working with everyone in Milwaukee,” said Travis. “Milwaukee has strong fan support for its sports teams and is known for its outstanding patrons who frequent sporting events, concerts and other entertainment attractions. We are excited about bringing our passion for quality to the Bradley Center, and we will work hard to help make the Bradley Center experience pleasurable for fans and others who attend events there.”
Costello said the Bradley Center’s three major tenants – the Milwaukee Bucks, Milwaukee Admirals and Marquette University – have been made aware of this transition to EMI and fully support the change.
“The Bucks are looking forward to working with EMI in the upcoming season,” said John Steinmiller, vice president of business operations for the Milwaukee Bucks. “It will be good to have a partner such as EMI who will be able to help us offer our fans the latest in Bucks fashions and merchandise. Many of our Bucks fans enjoy having the opportunity to purchase new team gear and memorabilia, and with this new agreement, the Bradley Center will now be able to better meet the merchandise demands of our fans.”
EMI has worked on many sporting events throughout the United States, including the Los Angeles Olympic Games, Super Bowl XXIII, Rose Bowls, Major League Baseball’s All-Star Game, the World Series, NBA All-Star Game and others. EMI also handles all event merchandising for the NBA’s Minnesota Timberwolves at the Target Center, as well as for the Minneapolis WNBA team, the Minnesota Lynx. In addition, EMI’s portfolio includes the Inaugural Season of the National Basketball Development League’s (NBDL) eight teams.
Currently, the Bradley Center has two full-time employees and 30 seasonal employees who handle retail merchandising at the facility, Costello said. He added that all employees will have the opportunity to work for EMI or be reassigned to other available positions at the Bradley Center. No one will lose a job as a result of the agreement, Costello added.
“We are excited about the opportunities that working with EMI will have for our future,” said Costello. “The Bradley Center is continually looking for ways to improve the services we offer to our patrons, and this is a good chance to enhance and upgrade the retail merchandising component of this facility.”
