Milwaukee’s convention center bouncing back from COVID-19
Facility doubled expected income for 2021
Downtown Milwaukee’s convention center is bouncing back from COVID-19 — and has seen a financial benefit from the pandemic response.
The Wisconsin Center District, the public agency that operates the Wisconsin Center, finished 2021 with net income before depreciation of $15 million.
That’s a bit more than double the $7.3 million had been expected for 2021. And it compares with a 2020 loss of $9.3 million.
That’s according to a report Friday to the district’s board.
That “remarkable” financial performance came despite the postponement of conventions and other gatherings, said Steve Marsh, district chief financial officer and senior vice president.
The district landed a hit by hosting the multimedia show “Beyond Van Gogh: The Immersive Experience,” Marsh said.
The show started on July 9 and finished a twice-extended run on Jan. 9. It was a walk-through exhibit that surrounded audiences with projected imagery from “The Starry Night” and other famous Van Gogh paintings.
“We could not have hoped for a more successful event,” Marsh told board members.
Also, the district earned revenue when the Wisconsin Center was leased in the early part of 2021 as a federal COVID-19 vaccination center.
Around 145,000 people were vaccinated at the convention center in March, April and May.
That rental revenue helped the district pay operating expenses during the first half of the year, Marsh said.
The district also benefitted from a $980,000 grant from a federal program that targets live entertainment venues affected by COVID-19, he said. The district’s other facilities are the Miller High Life Theatre and the UW-Milwaukee Panther Arena. The district is seeing an increase in bookings for new events, said Marty Brooks, chief executive officer and president.