As planning for the Alliant Energy Center expansion and Veteran’s Memorial Coliseum renovation continues, Dane County Executive Melissa Agard and Alliant Energy Center Director Kevin Scheibler are presenting information about the project to community groups
They stopped in Waunakee May 14 to describe a plan that Agard says will boost economic development while drawing more visitors to the county.
“We know those tourism dollars are important for our businesses, as well as our government,” Agard said during the Rotary Club meeting at Rex’s Innkeeper.
Agard called the project an investment not only in Dane County, but for the entire state of Wisconsin.
And, without this investment, the county could lose some of the major events, such as the World Dairy Expo, as the venue’s clients are seeking a more “robust” experience, she added.
The plan has three components: expansion of Exhibition Hall, new mixed-use redevelopment and the coliseum renovation.
“We know the coliseum renovation will be the spark, the catalyst, to allow us to do these other projects on this campus,” Agard said.
Scheibler noted that most of the clients like the World Dairy Expo want to keep their events in Dane County but have outgrown the space.
Exhibition Hall and mixed-use redevelopment
The highlights of the exhibition expansion plan include:
-an additional 50,000 square feet of exhibit space.
-a 20,000-square-foot ballroom.
-10,000 square feet for a multipurpose room with a view of downtown Madison.
-more meeting rooms.
The exterior appearance would also be brought to “modern standards,” Scheibler said, "making people who rent our space feel like they're coming to a facility that’s high class.”
The concrete approach to the entryway would be replaced with more greenery not only for aesthetic purposes but also additional stormwater retention.
If approved, the project would be completed in phases from 2028 to 2032.
Agard said the potential for mixed-use redevelopment of the campus is one of the most exciting opportunities. After speaking with developers, the committee working on the Alliant Energy Center redevelopment for more than a decade learned that the No. 1 interest was for multifamily housing. Interest was also shown for restaurants, retail and entertainment.
The plan would “make this a 365-day campus,” Scheibler said. “The idea would be every day, there is something going on at that campus.”
The project could have synergy with the lakefront area along John Nolan Drive, as pedestrians could walk from there to Exhibition Hall, Agard added. The Spark Hotel also has interest in adding another hotel with an enclosed 600-stall garage. Parking would need to be relocated from the Alliant Energy Center and about 50 stalls would be lost.
Veterans Memorial Coliseum
Agard and Scheibler then talked about the renovation to Veterans Memorial Coliseum, which was built in 1967 to honor veterans in Dane County, and said keeping the name is important.
Agard described what the committee had learned from listening to the community over the past 10 years or so.
“We know that with a revitalization on the inside of that building that we’re going to be able to build that catalyst for the rest of the campus. It will generate economic and fiscal benefits not just for the campus, but the whole region,” Agard said.
The committee has considered tearing the building down and rebuilding, but a new coliseum alone would cost more than $300 million, Agard said.
In government accounting terms, the campus was designed to operate as an “enterprise fund,” Agard said, meaning that it should generate revenue to cover its own maintenance and operational costs rather than relying on tax dollars.
But maintenance has been deferred, and the COVID-19 pandemic resulted in loss of revenue, so the county has had to spend tax dollars to keep it up, Agard said.
The county began to explore an arrangement it had never seen before – a public-private partnership. An owner’s representative was hired, and the bidding process began with what Agard called an “amazing corporation counsel” and comptroller’s office, along with Scheibler and his team.
Agard said they initially received a great deal of interest, but in the end just three prospective bidders had the capability to meet the county’s requirements. Finally, just one bidder emerged: Frank Productions.
“We really shot for the stars,” Agard said, adding the county was looking for someone who could design, build and operate the coliseum. “At the end of the day, because we set that bar so high, we had three partners who would have been able to get in on this project.”
The sole bidder, Frank Productions, began in Madison in 1964 and had their office in the coliseum until 2013 or 2014, Scheibler added.
“They were the ones that put the coliseum on the map as an entertainment center. They were the ones that have been filling that building with events for years,” he added.
Frank Productions has agreed to put $100 million into the facility, he said, adding the county has been unable to maintain it for about 20 years.
“It’s a testament not only to them, but to this community, that this community has grown to a point that they feel comfortable that it’s a good investment for them,” Scheibler added.
The renovation concept plan calls for more amenities for entertainers and audiences, including a three-level lobby entrance that allows people to queue inside the building.
The design is similar to another venue in Champaign, Illinois, Agard and Scheibler said.
From listening to the public, Agard said they’ve heard the importance of hiring a local workforce for the project. So far, Strand has been chosen as the architect, and Findorff as the builder. They’ve also heard that the plan should be fiscally responsible, that the venue should offer affordable entertainment, and that traffic plans should continue to offer easy access and egress.
Rotarians expressed concerns for loss of parking near the coliseum, and development of the entire site leaving little room to grow.
As Agard and Scheibler continue to reach out to community organizations in Dane County, the plan will continue to be honed. Ultimately, it will come before the Dane County board for a vote.
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Coming Up
May 16: Tri 4 Schools triathlon event.
April 25: Create Waunakee Fundraiser
April 25: Drug Take-back Day at the Waunakee Police Department
April 26: Community Awards Banquet
June 8: Madison West–Middleton Golf Outing
June 11: Midnight Splash cruise on Lake Mendota
Greeters: May 21, David Rupp and Cyndi Kennedy; May 28, Shelley Moffatt and Jean Elvekrog; June 4, Veronica Castillo and ??
To sign up to greet or to find out when you are greeting, visit:
https://www.signupgenius.com/go/805054CAAAA2CA7F85-44320149-2023#/
