Consultants urge steps to improve convention center

More space seen as needed to compete

The Wisconsin Center District, which owns and operates downtown Milwaukee’s convention center complex, should hire more staff and take other steps to improve its operations, according to a new report.

That report, by consulting firms Barrett Sports Group LLC, and Crossroads Consulting Services LLC, said the Wisconsin Center earns less revenue than similar facilities in peer cities that compete with Milwaukee for conventions.

The Wisconsin Center’s operating revenues are 39% less than peer facilities, according to the analysis.

However, they had 44% less expenses than similar convention centers.

The report was delivered to the Wisconsin Center District Board of Directors Friday.

One of the consultants, Dan Barrett, founder and principal owner of Barrett Sports Group, told the board that one way to increase revenue is to ensure better customer service and encourage innovation among staff.

“People are really focused on completing their tasks rather than innovation,” Barrett said.

“When you’re extended so far, you’re focusing on getting your work done, not paying attention to trends in the industry.”

The consultants also recommended creating a joint marketing effort with Visit Milwaukee, the nonprofit group that markets the city to convention planners.

A report done by Visit Milwaukee found the No. 1 reason for lost business is the Wisconsin Center space not being adequate for groups’ needs, followed by date availability, hotel rates and hotel quality.

A 2014 report commissioned by the Wisconsin Center District suggested an expansion

The Wisconsin Center earns less revenue than similar facilities in peer cities that compete with Milwaukee for conventions.