New Milwaukee Bucks Arena under construction.
Peter Feigin, president of the Milwaukee Bucks, sees the new Milwaukee Bucks Arena as “an unbelievable opportunity to use 30 acres to redefine the sports and entertainment experience in Wisconsin.” Feigin shared his vision with Venues Today in the following Q&A. The $524-million arena is half public, half private financing.
Where does it all start?
With ease of use. We will create a magnet in Wisconsin and the Midwest, a venue people are excited to come to. It will be authentic, localized and literally best in class. Milwaukee is the capital city and the hub of Wisconsin.
What are some of the specific design elements that will become that magnet?
The wide block outside our front entrance will become a beer garden, the living room of the city of Milwaukee. The Bucks have spent $1 million on service elements in that area.
Why will the new arena be a magnet?
It’s all about density. It will be a neighborhood where people live, work and play.
Is there a blueprint for what you have in mind?
I love the nuances of Columbus, Ohio, around Nationwide Arena, their neighborhood. The entertainment side of L.A. Live and the Gaslight District in Kansas City, Mo., are also impressive. We’ve borrowed concepts that have proven successful for the live experience, those things that encourage folks to make it a destination.
Does your theme park background inform your thinking?
Entertainment retail and sports all want a larger percentage of the customer’s stomach, brain and heart. It’s the neighborhood effect; you cannot go on purely entertainment. You have to have mixed use. But theme parks are seasonal, with no home court. We will be a yearround destination
What about the arena design?
Populous created a design that is about the Midwest and the landscape of Milwaukee. Our arena reflects our people’s social life, with open concourses and club spaces. We’re emphasizing transparency, inside and out. It will be easy to navigate visually.
Will you have the moveable ceilings Populous is touting?
Yes, we will be extremely flexible. The arena can seat 2,500, 5,000 or 17,500.
What will your VIP experience look like?
Food is at the core of attitude in Wisconsin. We will cater at the highest level, with authentic and local, and bundle it up in ways we know fans will love. They know the difference between fresh and pre-prepared food. Our food will be produced in the state of Wisconsin and the craft beers and cheese and hamburger meat will be from Wisconsin. Levy will be our caterer. We are building for changing trends in food service, including a combination of wait staff and self fulfillment.
What else screams Wisconsin?
Seventy-five to 80 percent of the products to build the arena will be found in the state of Wisconsin. A high percentage of the work force is local. Part of our deal is that we will manage and operate the arena under a 30 year lease. The onus for working capital in on us, not the public sector.
How did you determine the size?
You don’t build the church for Easter Sunday. We will have different user groups and they gave us input. We will be flexible.