The Wisconsin Center in Milwaukee, Wis., will soon be known by a different name. The Board of the Wisconsin Center District (WCD), which owns and operates the Wisconsin Center, Miller High Life Theatre and UW-M Panther Arena, recently authorized the WCD to finalize an agreement with Milwaukee-based multinational independent middle market investment bank Baird to become the convention center’s official naming rights partner.

“The WCD leadership team and I are dedicated to leveraging our core values to Be Bold. Be Proud. Be Experience Obsessed. to guide every business decision we make,” said WCD President and CEO Marty Brooks. “Since our Board trusted our bold vision and authorized the expansion project in 2020, we knew that a naming rights agreement would follow.”

He continued, “The ideal naming rights partner would be homegrown, have a world-class reputation and for the greatest possible success, share our core values and commitment to the city of Milwaukee. Baird meets and exceeds those qualifications and will give our convention center, and our city, yet another spectacular reason for visitors to add Milwaukee to their list of not-to-be-missed destinations.”

Located in the heart of downtown Milwaukee, the Wisconsin Center is currently undergoing a $456 million expansion that will double the size of its convention center space, allowing the center to host multiple events simultaneously and offering flexible space arrangements to meet client needs. The project broke ground on Oct. 28, 2021, and is expected to open in May 2024.

Upon completion, the combined north and south buildings will house 52 meeting rooms, a 300,000 contiguous square-foot exhibit hall, 22 total loading docks, a 400-stall indoor parking garage and a new rooftop ballroom with seating for 2,000 and sweeping outdoor terraces. 

The expanded venue will also include quiet rooms, nursing mother’s rooms, dedicated gender-neutral restrooms and a robust public art program relaying the story of Milwaukee. Fixtures such as wayfinding, carpeting and lighting will be consistent through the north and the south buildings, and the venue is pursuing LEED Silver certification. 

Founded in 1919 in Milwaukee, Baird serves individuals, families and public entities throughout the U.S. as well as corporations and institutions around the world. According to Baird Chairman and CEO Steve Booth, the naming rights agreement with Wisconsin Center fits with Baird’s ongoing efforts to build its brand across its global footprint and reflects its longstanding commitment to giving back to the communities in which it operates.

“The new state-of-the-art convention center will enhance Milwaukee’s growing reputation as a modern, forward-looking city, and we are honored to support and be part of its success,” Booth said.

Brokered by global premium experiences company Legends, the agreement will formally initiate when the expanded convention center opens, while the balance of 2023 will be used as a transition year as the branding and logo package for the venue is designed and rolled out. 

The new mark for the Wisconsin Center will be revealed at the formal topping-off ceremony on April 11, which will commemorate the placement of the last piece of structural steel and start a new phase of construction of the expanded convention center, according to facility officials.

“Since the vote to authorize the expansion of the Wisconsin Center in April 2020, the WCD Board has acted boldly to continue to enhance Milwaukee as a world-class destination,” said Jim Kanter, WCD Board chairman. “For us to now sign off on a long-term partnership with a hometown institution like Baird is a tremendous representation of how the Board and the entire WCD Leadership Team continue to work together to move things forward and make Milwaukee a destination for conventions and events for many years to come.”

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