Wisconsin Center District: Center of it All
Entertainment, Spas, Other
Written by Meghan Flynn   
Monday, 01 June 2009
Wisconsin Center District: Center of it All
This unique organization manages entertainment and convention business in the city of Milwaukee and can compete with larger centers because of its dedication to service.
Premier Business Partners:

Miller Coors/Great Lakes Region
Schindler Elevator
The Wisconsin Center District (WCD) is perhaps the only convention management organization of its kind. It was founded in 1994 when the state legislation created a separate, public-private entity to manage the US Cellular Arena, the Milwaukee Theater, and the Midwest Airlines Center.

Richard Geyer was hired by the organization in 1996 for his many years of experience in the convention and entertainment business, especially in engineering and construction projects. He oversaw the completion of the Midwest Airlines Center, which has become a preferred location for regional, state, and national business shows and conventions of all kinds.

Wisconsin Center District: Center of it All
Richard Geyer, president and CEO
“Our goal is to present great shows of all types to entertain the community and generate business to fuel the city’s growth,” Geyer said. “We’ve hosted conventions for national organizations, campaign stops for presidential candidates, Division I basketball tournaments, and hit Broadway shows. Our team is all about bringing in great events and providing customers with options.”

One defining characteristic of the WCD is its governance structure. It is a semi-autonomous municipality, which means its leaders are appointed and it can issue bonds and collect taxes within strict limits. Its 15-member board is composed of representatives from the governor, mayor, and county executive offices, the city council, a representative from the State Senate and Assembly, and the city comptroller. Geyer reports to the board and its various committees.

WCD’s annual budget is generated by special visitors taxes: the hotel and motel room tax, the car rental tax, and the food and beverage tax applied within the district’s limits. Geyer explained that the majority of that income goes toward paying back the bonds that funded the convention center construction projects, while the remainder currently helps fund the visitors’ bureau.  

The remaining funds are generated from ticket sales, rental fees, advertising and sponsorship dollars, and revenues from catering and parking.

Building for tomorrow
Five years ago, WCD completed its first major construction project since the convention center was built: the renovation of the Milwaukee Theater. Originally, the theater was shaped like a horseshoe and had many seats with obstructed views. The renovation changed the design from an auditorium to a theater with 4,100 seats. The project included a system of curtains that can break down that number to 2,500 seats to accommodate smaller audiences.

“Our success stems from our willingness to be flexible, especially in today’s economy,” said Geyer, adding that it’s been the organization’s flexibility, especially in the convention business division, that has helped it compete with much larger convention centers. WCD has roughly 200,000 square feet of exhibit space while its competition averages 350,000 square feet.

A consultant is currently conducting a study to examine an additional 100,000-square-foot expansion to the exhibit space, plus more meeting rooms and ballroom space.

“The WCD would be much better equipped to compete for multiple events with the increase in space, and that would bring more business to Milwaukee,” said Geyer.

Geyer said the WCD is fortunate to have the support of the local community, which continues to generate business every year. For the last century, the facilities in the organization have created jobs and income for the city that could not be easily replaced.

“Our work is about more than providing services for national organizations and making money; it’s about sustaining our community,” Geyer explained. “Even in times like these, it’s crucial to continue to invest in the city.”

Teamwork is the name of the game
In the meantime, the team at the WCD is going to do what it does best: provide world-class service with professionalism, honesty, and teamwork as it has done for the past 100 years.

“Every employee in this organization works together to provide the best possible solution for every client that enters our doors, and that attitude starts at the top,” Geyer said, explaining that he empowers his team to make decisions, and when they come to him for guidance, he often brings others into the conversation to ensure the group develops the best possible solution.

Every potential customer starts with the WCD’s Web site, which is designed to give him or her as much information as possible before scheduling a visit. A team sits down with every customer to go over security, IT capabilities, phones, catering, parking, ticketing, and the myriad of services WCD can handle for its customers. Geyer said the organization has great relationships with local hotels; two are connected to the convention center with a total of 1,200 rooms, and there are another 1,500 rooms within walking distance.

Geyer said when potential customers plan their event with the WCD, they will know exactly what their event will entail and how much it would cost. “Our team works with every customer to provide the right service at the right price, which is why so many people come back year after year,” he concluded.

 
 
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