One year under our belts. So, what does the future hold?
One year under our belts. So, what does the future hold?
One year. Twelve months. Three-hundred sixty-five days. The Baird Center expansion debuted to the community exactly one year to the day, and what a year it has been.
Certainly, the Wisconsin Center District experienced many firsts over the year as Baird Center nearly doubled in size and space, welcoming in more events than any time in the building’s history. Since the grand opening it has hosted more than 200 events and welcomed more than 420,000 attendees.
Baird Center also exploded onto the national scene as a state-of-the-art example of what a modern convention center should be. From hosting the Republican National Convention to being named the country’s best convention center by EXHIBITOR Magazine in the category for venues with 100,000-500,000 square feet of exhibit space, this new titan of the hospitality industry is making serious waves.
“It’s gratifying to see Baird Center being acknowledged regionally and nationally for what we’ve accomplished here,” President and CEO Marty Brooks said. “We designed this facility with the mindset of not, ‘Build it and they’ll come.’ It’s, ‘Build it so they come,’ and the crowds, the events, they came.”
With the accolades has come a massive economic impact on the region. According to Visit Milwaukee, events booked by their sales team that included hotel stays had an estimated economic impact of $174 million and filled more than 192,000 hotel room nights.
Add in the remaining events that didn’t have overnight stays attached to them, and the economic impact easily exceeds $200 million, and that’s just in the first year.
"One year after opening its doors, the expanded Baird Center is already delivering on its promise to transform Milwaukee’s convention landscape,” Visit Milwaukee President and CEO Peggy Williams-Smith said. “These figures wouldn’t have been possible without the expansion. Baird Center isn’t just a beautiful venue—it’s a powerful economic engine for our city’s future."
While we look back fondly on and celebrate the amazing year that was, the Wisconsin Center District knows this is only the beginning of the story. The future looks bright with events already booked as far out as 2034.
“As we reflect on the success of Baird Center over the past year, Baird is honored to be the naming rights partner and to have played a role in bringing to life this important milestone in Milwaukee’s continued growth, prosperity and burgeoning global reputation,” Baird Chairman and CEO Steve Booth said. “Baird Center is a phenomenal asset for our community and will be for many years to come.”
As the buzz about Baird Center continues to grow, the venue’s calendar is filling up fast. For 2026, Baird Center has 67 events confirmed and a total of 110 holds placed on dates for additional events. In 2027, 21 events are already booked with another 90 holds.
Those numbers are sure to grow as the Wisconsin Center District continues to improve upon the existing venue and starts looking ahead to what’s next.
Certainly, the Wisconsin Center District experienced many firsts over the year as Baird Center nearly doubled in size and space, welcoming in more events than any time in the building’s history. Since the grand opening it has hosted more than 200 events and welcomed more than 420,000 attendees.
Baird Center also exploded onto the national scene as a state-of-the-art example of what a modern convention center should be. From hosting the Republican National Convention to being named the country’s best convention center by EXHIBITOR Magazine in the category for venues with 100,000-500,000 square feet of exhibit space, this new titan of the hospitality industry is making serious waves.
“It’s gratifying to see Baird Center being acknowledged regionally and nationally for what we’ve accomplished here,” President and CEO Marty Brooks said. “We designed this facility with the mindset of not, ‘Build it and they’ll come.’ It’s, ‘Build it so they come,’ and the crowds, the events, they came.”
With the accolades has come a massive economic impact on the region. According to Visit Milwaukee, events booked by their sales team that included hotel stays had an estimated economic impact of $174 million and filled more than 192,000 hotel room nights.
Add in the remaining events that didn’t have overnight stays attached to them, and the economic impact easily exceeds $200 million, and that’s just in the first year.
"One year after opening its doors, the expanded Baird Center is already delivering on its promise to transform Milwaukee’s convention landscape,” Visit Milwaukee President and CEO Peggy Williams-Smith said. “These figures wouldn’t have been possible without the expansion. Baird Center isn’t just a beautiful venue—it’s a powerful economic engine for our city’s future."
While we look back fondly on and celebrate the amazing year that was, the Wisconsin Center District knows this is only the beginning of the story. The future looks bright with events already booked as far out as 2034.
“As we reflect on the success of Baird Center over the past year, Baird is honored to be the naming rights partner and to have played a role in bringing to life this important milestone in Milwaukee’s continued growth, prosperity and burgeoning global reputation,” Baird Chairman and CEO Steve Booth said. “Baird Center is a phenomenal asset for our community and will be for many years to come.”
As the buzz about Baird Center continues to grow, the venue’s calendar is filling up fast. For 2026, Baird Center has 67 events confirmed and a total of 110 holds placed on dates for additional events. In 2027, 21 events are already booked with another 90 holds.
Those numbers are sure to grow as the Wisconsin Center District continues to improve upon the existing venue and starts looking ahead to what’s next.
How we got here
How we got here
Even before the convention center opened in 1998 people were talking about an expansion. But despite several feasibility studies and countless hours discussing it, the project could never gain traction. When Marty Brooks was hired as President and CEO of the Wisconsin Center District (WCD) in 2018, one of his mandates from the board of directors was to either get the expansion approved or shelve the conversation all together.
“We felt like this was our last real big push or opportunity to do this,” the chairman of WCD’s board of directors Jim Kanter said. “What we were seeing down the road with costs, we felt like we could make one solid run at it and figure out how to fund this thing before we couldn’t afford it.”
Thus began the long process, working with and rallying support from state and local officials and leaders to get to the $456 million project that became the Baird Center expansion and modernization. It took collaboration and creativity for funding, design, and construction and operation but Baird Center became a reality.
Even with the pandemic throwing the hospitality world into turmoil, the WCD’s leadership, with the board’s support, chose to move forward. Looking back now, Kanter rejoices that the project was completed when it was.
In 2025, as the economy has seen impacts from inflation, supply chain issues and the like, Kanter estimates this project easily would have cost much more than $500 million. Maybe 25 to 40% higher than the delivered Baird Center.
“We didn’t think we could get anything over $500 million approved,” Kanter said. “We got lucky, in a way, because no one could have predicted this type of inflation. It actually makes us look smarter, but it really came down to are we going to do this now or never. We chose now, and we see how much that’s paid off.”
The building was also necessary in revitalizing not just the Wisconsin Center District, but also downtown Milwaukee, which has made a push to become a major tourism destination in recent years.
Baird Center is already delivering on its immense promise with a record number of events, introducing many new visitors to Milwaukee for the first time.
Brooks says this is just the beginning.
“We felt like this was our last real big push or opportunity to do this,” the chairman of WCD’s board of directors Jim Kanter said. “What we were seeing down the road with costs, we felt like we could make one solid run at it and figure out how to fund this thing before we couldn’t afford it.”
Thus began the long process, working with and rallying support from state and local officials and leaders to get to the $456 million project that became the Baird Center expansion and modernization. It took collaboration and creativity for funding, design, and construction and operation but Baird Center became a reality.
Even with the pandemic throwing the hospitality world into turmoil, the WCD’s leadership, with the board’s support, chose to move forward. Looking back now, Kanter rejoices that the project was completed when it was.
In 2025, as the economy has seen impacts from inflation, supply chain issues and the like, Kanter estimates this project easily would have cost much more than $500 million. Maybe 25 to 40% higher than the delivered Baird Center.
“We didn’t think we could get anything over $500 million approved,” Kanter said. “We got lucky, in a way, because no one could have predicted this type of inflation. It actually makes us look smarter, but it really came down to are we going to do this now or never. We chose now, and we see how much that’s paid off.”
The building was also necessary in revitalizing not just the Wisconsin Center District, but also downtown Milwaukee, which has made a push to become a major tourism destination in recent years.
Baird Center is already delivering on its immense promise with a record number of events, introducing many new visitors to Milwaukee for the first time.
Brooks says this is just the beginning.
Where we're going
Where we're going
Milwaukee has grown exponentially over the last decade thanks to efforts to rebuild, revive and recreate downtown. That’s included an influx of new hotels, the debuts of the Deer District and Third Street Market Hall and a reinvention of Visit Milwaukee that turned it into a juggernaut for bringing excitement and entertainment to longtime locals, transplants and visitors, alike.
You wouldn’t recognize Milwaukee if it were 10 years ago, especially with the notable increase in foot traffic.
“The success of the convention center, the success of the Deer District and all they bring to the region, I think we’re going to see more people living downtown, playing downtown and visiting us to take advantage of the wonderful amenities the city now has,” Brooks said. “Yes, winters can be cold, but that’s part of what makes us attractive. We are a diverse city in both climate and culture.”
Baird Center is now one of the key players in this revitalization effort. As the area’s premier all-purpose events space, it will be used to host local and out-of-town events of all sizes for years to come.
"Over the past year, Milwaukee County has witnessed firsthand how Baird Center fosters economic activity, creates family-sustaining jobs, and brings people together from across the country and world. The state-of-the-art convention center expansion allowed Milwaukee to host large-scale, world-class events and drive increased tourism dollars to our region," said Milwaukee County Executive David Crowley. "As we look to the future, I’m excited about the additional conventions and tourism opportunities, and unique experiences Baird Center will bring to residents and visitors alike.”
Celebrations are often the end of a story. A mission accomplished. A goal met. However, Brooks wants to assure the Milwaukee community this is not the end. When you have momentum, you roll with it.
That is why the Wisconsin Center District is not done yet. While no plans for new projects are currently in place, discussions are underway about the future and what will be the next chapter in the organization’s story.
“I take exception when people say the expansion marks the completion of the convention center,” Brooks said. “That means we’re done. If we’re done, what are we all here for? To me, the expansion was just the next step in the evolution of the Wisconsin Center District. We’re excited about what possibilities the future holds”
You wouldn’t recognize Milwaukee if it were 10 years ago, especially with the notable increase in foot traffic.
“The success of the convention center, the success of the Deer District and all they bring to the region, I think we’re going to see more people living downtown, playing downtown and visiting us to take advantage of the wonderful amenities the city now has,” Brooks said. “Yes, winters can be cold, but that’s part of what makes us attractive. We are a diverse city in both climate and culture.”
Baird Center is now one of the key players in this revitalization effort. As the area’s premier all-purpose events space, it will be used to host local and out-of-town events of all sizes for years to come.
"Over the past year, Milwaukee County has witnessed firsthand how Baird Center fosters economic activity, creates family-sustaining jobs, and brings people together from across the country and world. The state-of-the-art convention center expansion allowed Milwaukee to host large-scale, world-class events and drive increased tourism dollars to our region," said Milwaukee County Executive David Crowley. "As we look to the future, I’m excited about the additional conventions and tourism opportunities, and unique experiences Baird Center will bring to residents and visitors alike.”
Celebrations are often the end of a story. A mission accomplished. A goal met. However, Brooks wants to assure the Milwaukee community this is not the end. When you have momentum, you roll with it.
That is why the Wisconsin Center District is not done yet. While no plans for new projects are currently in place, discussions are underway about the future and what will be the next chapter in the organization’s story.
“I take exception when people say the expansion marks the completion of the convention center,” Brooks said. “That means we’re done. If we’re done, what are we all here for? To me, the expansion was just the next step in the evolution of the Wisconsin Center District. We’re excited about what possibilities the future holds”