Alliant Energy Center, Madison, Wis.
In the first partnership of this type for Wisconsin’s Dane County, SMG has been chosen to handle Alliant Energy Center’s Veterans Memorial Coliseum’s sales and marketing in an effort to bring more concerts and family shows to the venue.
“This is a pretty exciting time for us, and a unique opportunity as it’s something we haven’t done before,” said Mark Clarke, Alliant Energy Center’s executive director. “We have a great sales staff that specializes in trade shows and exhibitions, but doesn’t have the expertise in family shows and the concert market; we knew that’s what we were missing.”
Financial details of the five-year agreement have not been disclosed.
Out of the 500 events Alliant Energy Center, Madison, puts on each year, only about six are concerts.
“The building has been under-utilized the last five to six years, so at this point, any increase in the number of concerts would be huge,” said Clarke.
After a process of only a few short months with two contenders, SMG won a request for proposals due to its contacts and knowledge of the business. Plans call for SMG to install a dedicated sales team for the county-owned coliseum located in the state’s capitol. The focus will be on bringing more concerts, family shows and sporting events to the venue. SMG also will be involved in sponsorship sales and signage.
“We have done similar deals in the past, but this is the only one of its kind that we’re doing currently,” said Jim McCue, SMG senior vice president for entertainment. SMG is in discussions to do a similar deal with a theater in a like market. “Although Alliant Center is not a brand new building, it’s a house with great bones. We’ll enjoy the expertise and strength of local concert promoter Frank Productions, which is based in Madison and promotes nationally.”
SMG expects to add a breadth of other promoters at the venue and McCue said new shows will be announced shortly.
“Madison has a healthy economy, and the community is dominated by a large university,” said McCue. “We see opportunity for a wide variety in the concert field and are looking to attract that collegiate audience.”
The Coliseum has implemented a number of upgrades in recent years, including new carpeting, updated seat upholstery and Wi-Fi modernizations. Last September, two loading docks were added at a cost of $550,000. The county also has plans to renovate the Coliseum’s bathrooms and interior in 2017.
The Alliant Energy Center’s campus encompasses 164 acres and includes Veterans Memorial Coliseum, Exhibition Hall, Willow Island, the New Holland Pavilions and the Arena Building.
“We expect there will be a learning curve like all new partnerships, but SMG has faith in the building and market,” said Clarke. “We’re excited about the potential.”
Interviewed for this article: Mark Clarke, (608) 267-8823; Jim McCue, (610) 729-7910