Crossroads completed a comprehensive operations review that evaluated the management and operations of the Wisconsin Center, UW-Milwaukee Panther Arena and the Milwaukee Theatre which are owned and operated by the Wisconsin Center District (WCD).
Our project team analyzed historical operations; reviewed existing agreements; benchmarked key performance metrics of WCD facilities to comparable facilities; provided strategic recommendations for improvements; and assisted the WCD in developing and implementing a strategic business plan.
Crossroads also conducted an expansion/modernization study for the Wisconsin Center which consisted of a detailed market and economic analysis. The market analysis assessed the strengths and challenges of the existing building program, overall destination package and current operating strategy relative to the competitive landscape and industry trends best practices. The results culminated in recommending a holistic and multi-faceted approach to expansion/modernization of the Wisconsin Center and outlined recommended changes to the physical asset, the destination/hospitality infrastructure and the current business model to increase market share. Crossroads also developed a financial pro forma which estimated potential changes to usage and financial operations; room nights; and economic and fiscal impacts in terms of spending, jobs, employment and tax revenues. One of the key components of this study included identifying ways to maximize the WCD’s overall financial investment by creating synergies with multiple existing and planned development projects.