By Gregg Hoffmann
MILWAUKEE – If you go to an event at the Bradley Center, you’ll notice the 17-year-old facility has undergone a makeover.
Remodeling and enhancements, which will cost an estimated $6 million when done, were unveiled when the Admirals and Bucks opened their sports seasons earlier this month.
These improvements could pay off in a significant way before the holidays. Bradley Center spokesman Evan Zeppos said recently that a new lease with the Bucks could be signed “before the turkey gets its next slit,” or possibly by Thanksgiving.
“We’ve had amicable talks, and documents have been exchanged,” Zeppos said in a recent interview. “The ink definitely is in the pen, and I believe we are approaching the dotting of the Is and crossing of the Ts stage.” The lease could be in the three- to five-year range with options for more, he said.
The Bucks’ franchise is the Bradley Center tenant that has been affected the most by competition from newer sports venues in other markets. So, the updates, and possible additional enhancements in the future, are keys to any lease agreement.
Changes, most of which are completed, include:
- Enhanced video and audio systems, including a 360-degree LED display, 40 LCD flat panel television screens throughout the center so no action is missed, and an upgraded arena sound system;
- Themed quadrants that feature wall panels, corner displays and new concession stands that reflect Milwaukee’s brewing history, Milwaukee’s waterways, sports and musical images;
- An all-new, approximately 1,600-square-foot cocktail lounge is being constructed in a former 200-level corner concourse and designated smoking area, which features a Bacardi bar;
- A new and expanded retail store operated by EMI, the Bradley Center’s new merchandising partner, that features the latest in Bucks, Marquette and Admirals items as well as other NBA apparel;
- A 400-level lounge called “Numbers 400,” which is one of only a few lounges of its kind in the NBA, that features unique food and cocktails in a private setting for upper-level season ticket holders;
- An expanded Courtside Club to serve more than 800 season ticket holders that features a second entrance, nightly dinner buffet, two bars, halftime and post-game lounge area and more;
- "Club Cambria," which offers a Bucks season ticket, and hors d’oeuvre buffet, beverages and private concierge in a club-like setting to subscribers; and more.
The changes were made after the BC has taken some hits in recent years – primarily from NBA fans — for becoming somewhat outdated. The facility, which was a gift from the late Jane Bradley Pettit and is privately funded, was opened in 1988 and is one of the nation’s oldest NBA arenas.
It remains Milwaukee’s top entertainment destination with more than 1.6 million visitors annually. It hosts home games of the Bucks, Marquette University Golden Eagles men’s basketball and Admirals, as well as numerous concerts and other entertainment options. In the last few months the BC has attracted top-tier concerts including Paul McCartney, Neil Diamond, the Rolling Stones, and U2.
“The Bradley Center is a facility that serves southeast Wisconsin residents and visitors alike, and we want and need their experience here to be a positive one,” said Steve Costello, president and CEO of the Bradley Center. “The enhancements being made now will improve that experience for years and will allow the Bradley Center to compete in the coming years as not only a great sports venue, but as an all-around quality entertainment facility.”
According to Costello, many of the enhancements will provide the opportunity for more corporate sponsorships at the Center, including new national business partners such as Cambria, Bacardi and others.
