How UWM Deal Will Affect the Bucks
UWM’s naming rights for old U.S. Cellular Arena could change where new NBA arena is built -- and what happens to Bradley Center.
It was former Milwaukee alderman Fred Gordon who once dubbed Frank Gimbel “Mr. Clout.” Gimbel, the attorney and longtime board chair of the Wisconsin Center District, has wielded power over Downtown for decades, given the WCD’s control over the convention center, the old U.S. Cellular Arena and the Milwaukee Theatre. Remarkably, Gimbel continues to hold the whip hand over the WCD, even though his appointment to the board expired in May 2012, as Michael Horne has reported. And Gimbel recently used his power to cut a key deal with UW-Milwaukee that could have a lot of reverberations.
At first glance the deal might seem pretty straightforward. U.S. Cellular decided not to renew its deal for naming rights to the 1950s-era arena that was the original home of the Milwaukee Bucks. And so Gimbel contacted university officials, given that the UWM Panthers have played in the arena for years. UWM agreed to buy naming rights to the arena for a cost of $3.4 million over the 10-year period running from 2014 to 2024, with an option to extend it to 2029.
Gimbel accomplished a lot with this deal. For starters, it assures that UWM, which had once flirted with building its own basketball stadium on campus, stays at the arena, generating rental income for the facility. It also assures that UWM isn’t tempted to switch to the Bradley Center, after it loses the Milwaukee Bucks to a new arena.
But it also puts Gimbel in a better position when the talk comes of tearing down an arena. Both Gimbel and Steve Costello, president and CEO of the BMO Harris Bradley Center, have conceded that the city won’t need three arenas, and once a new NBA arena is built for the Bucks, one of the older ones will have to go. In the eyes of the public, the much newer and more prestigious Bradley Center might be the logical candidate to save.
But that calculus suddenly looks different now. While the Bradley Center would be a white elephant that no longer served as the home of the Milwaukee Bucks (nor the Marquette Golden Eagles, which would probably move to the new arena), Gimbel’s venerable arena now carries the name of the UWM Panthers and you’d be taking away its home.
It also buttresses Gimbel’s response to Department of City Development Commissioner Rocky Marcoux, who has proposed that the old arena and Milwaukee Theatre be torn down to provide space for a new Bucks arena.
Gimbel notes that that U.S. Cellular arena has typically generated more income than expenses and returns that surplus, plus the naming rights money, to help support the WCD and convention center. Without that money, taxpayers would be on the hook to provide more support.
But now Gimbel has an additional argument: this arena is the temple of Panther basketball, Mr. Marcoux, and you are now attacking the state’s second biggest university. All of which makes it more likely a new NBA arena would be built north of the Bradley Center, where the Bradley Center has been buying up land, and more land is also available in the Park East corridor.
For UWM, the deal helps solidify their ongoing transition into an expanding campus with satellite locations in the city and will “further position UWM as Milwaukee’s University” as UWM officials noted. Marquette’s basketball team is likely to move to the new NBA arena; they have long helped subsidize the Bucks who get a chunk of the revenue generated by Golden Eagle games at the Bradley Center, and MU always plays nicely with Milwaukee’s power structure, which will want the subsidy to continue.
That leaves only the Milwaukee Admirals, for whom the Bradley Center was built, but no one will want to save it for minor league hockey. As for the concerts at the Bradley Center, they’ll need to move to the new NBA arena, because that, too, will generate revenue that helps support the new venue and its main tenant, the Bucks. Costello, of course, could be out of job should the Bradley Center be torn down, though the Bucks owners might want to hire him to run the new NBA arena.
The competition between Gimbel and the Bradley Center goes back decades. Gimbel ran the old MECCA board, which originally ran the convention center, arena and auditorium, and after the Bradley Center was built, he was forced by city officials to sign a 12 year agreement giving the Bradley Center total control over his arena’s bookings plus 15 percent of its gross rental fees during that period. Milwaukee taxpayers had to make up the difference for the money lost.
Some 15 years later, Gimbel struck back. Bradley Center officials wanted to build a new mid-sized 4,500 seat theater to book touring music and theater shows, in hopes it would eventually spin off revenue to support the Bucks. It’s open to question whether it would have worked, but it certainly would have taken business away from Gimbel’s arena and auditorium, so he quickly moved to renovate and modernize the ancient auditorium, turning it into the beautiful Milwaukee Theatre. (I wrote about this in detail for the Journal Sentinel.)
The old arena and Milwaukee Theatre use union labor, while the Bradley Center doesn’t. Odds are the Bucks’ new owners will want a non-union facility and will want total control over it, to assure they maximize and grab all revenue. How that will work when the facility is tax supported remains to be seen.
Meanwhile, a new report shows what some suspected: the Milwaukee Bucks are a profitable team. According to a confidential memo the NBA sent to all 30 teams in early June and reported on by Grantland, the Bucks are projected to make $14.8 million in basketball-related net profit for the 2013-14 season, due to revenue sharing. “Milwaukee will get about $18 million from revenue sharing and $3 million more from luxury tax payouts, easily eclipsing the $6.5 million the team lost on its own account.”
“The Hornets and Pistons would be dead without revenue sharing,” the story also noted. “Charlotte is projected to lose nearly $34 million in basketball operations, and its monster estimated $22 million revenue-sharing check can’t make up for that. Ditto for Detroit’s $26 million loss and estimated $10.6 million revenue-sharing.”
This will add difficulties to those arguing the Bucks need a new, tax-supported arena because it is not a competitive team. Now that the NBA has moved toward more revenue sharing (though unfortunately still far short of what the NFL does), the Bucks are profitable even when playing in an outdated facility like the Bradley Center. Now it’s more a matter of how much more profitable, and more competitive the long mediocre team could become in a state-of-the-art arena.
-Businessman Ron San Felippo is involved in an effort to transform the Grand Avenue Mall, and has suggested the convention center might want to use some of the space. Gimbel seems lukewarm as to its workability: “I’m like Harry Truman. Someone would have to show me,” he says.
-And just how useful is the Bradley Center? “It’s unfortunately a museum-quality facility,” says Gimbel. “It’s a hockey arena so the sight lines aren’t good, the seats aren’t good.” Whereas the newly renamed UWM Panther Arena, he notes, is a vintage classic “a great arena” offering “a great experience” for patrons. “Fans love it.” No one can say Gimbel isn’t frank.
More about the New Bucks Arena
- Eyes on Milwaukee: Fiserv Forum Workers to Get $15/Hour - Jeramey Jannene - Jan 29th, 2020
- Eyes on Milwaukee: Bucks Beat Hiring Targets on Fiserv Forum - Jeramey Jannene - Nov 20th, 2019
- Murphy’s Law: Taxpayers Make Bucks, Brewers Rich - Bruce Murphy - Apr 16th, 2019
- Eyes on Milwaukee: Bucks Unveil Master Plan for Park East - Jeramey Jannene - Mar 15th, 2019
- Eyes on Milwaukee: Bucks Plan Massive Arena Signs - Jeramey Jannene - Feb 12th, 2019
- Eyes on Milwaukee: Bucks’ New Bar Is “The MECCA” - Jeramey Jannene - Feb 7th, 2019
- Eyes on Milwaukee: Bucks Planning Sports Bar for Live Block - Jeramey Jannene - Jan 24th, 2019
- Eyes on Milwaukee: Inside Good City Brewing’s New Taproom - Jeramey Jannene - Jan 23rd, 2019
- Good City Brewing Opens At Fiserv Forum - Jennifer Rick - Jan 22nd, 2019
- Eyes on Milwaukee: Watch the Bradley Center Demolition From the Inside - Jeramey Jannene - Jan 16th, 2019
- Eyes on Milwaukee: Watch the Bradley Center Roof Drop - Jeramey Jannene - Jan 13th, 2019
- Eyes on Milwaukee: Bradley Center To Go Boom - Jeramey Jannene - Jan 3rd, 2019
- Fiserv Forum Adds Drink Wisconsinbly - Jennifer Rick - Dec 8th, 2018
- Friday Photos: Arena Apartments Rising - Jeramey Jannene - Nov 23rd, 2018
- Eyes on Milwaukee: Bulls Put Fiserv Forum To The Test - Jeramey Jannene - Oct 4th, 2018
- Eyes on Milwaukee: Bucks Honor Herb Kohl at Arena Opening - Jeramey Jannene - Aug 26th, 2018
- Eyes on Milwaukee: Bucks Open Fiserv Forum - Jeramey Jannene - Aug 26th, 2018
- Governor Walker Celebrates Grand Opening of the Fiserv Forum - Gov. Scott Walker - Aug 26th, 2018
- Walker Reconsiders Fiserv Subsidy? - Chuck Quirmbach - Aug 3rd, 2018
- Wisconsin Center District Announces Substantial Completion of Fiserv Forum - Wisconsin Center District - Jul 31st, 2018
- Eyes on Milwaukee: Bucks Will Play in Fiserv Forum - Jeramey Jannene - Jul 26th, 2018
- Eyes on Milwaukee: Bucks Plan German-Style Holiday Market - Jeramey Jannene - Jul 16th, 2018
- Eyes on Milwaukee: Bucks Show Off Nearly Finished Arena - Jeramey Jannene - Jun 28th, 2018
- Eyes on Milwaukee: Bucks Unveil Monumental Sign - Jeramey Jannene - Jun 14th, 2018
- Eyes on Milwaukee: Bucks Arena Getting Custom-Painted Fire Hydrants - Jeramey Jannene - Jun 6th, 2018
- Wisconsin Entertainment and Sports Center to Launch Sustainability Program - Wisconsin Entertainment and Sports Center - Jun 5th, 2018
- Eyes on Milwaukee: Bucks Still Won’t Play in Fiserv Arena - Jeramey Jannene - May 31st, 2018
- Eyes on Milwaukee: Good City Brewing Tapped for Bucks’ Live Block - Jeramey Jannene - May 31st, 2018
- Eyes on Milwaukee: Bucks Beat Hiring Goals on Arena - Jeramey Jannene - May 23rd, 2018
- Eyes on Milwaukee: Is Bucks Live Block Good Urbanism? - Jeramey Jannene - May 22nd, 2018
- Eyes on Milwaukee: Bucks Arena 95% Complete; See Inside - Jeramey Jannene - May 18th, 2018
- Eyes on Milwaukee: Bucks Unveil Old World Third St. Bar - Jeramey Jannene - May 8th, 2018
- Eyes on Milwaukee: Bucks Won’t Play in Fiserv Arena - Jeramey Jannene - Apr 27th, 2018
- Eyes on Milwaukee: Bucks Live Block Eliminates Performance Space - Jeramey Jannene - Dec 12th, 2017
- Eyes on Milwaukee: City Panel Okays Live Block Shrinkage - Jeramey Jannene - Dec 4th, 2017
- Eyes on Milwaukee: Bucks’ Live Block Connector Approved - Jeramey Jannene - Nov 21st, 2017
- Eyes on Milwaukee: Bucks Arena 68% Complete - Jeramey Jannene - Nov 21st, 2017
- Bucks’ Health Clinic Will Soon Open - Graham Kilmer - Nov 9th, 2017
- Eyes on Milwaukee: Bucks Unveil Arena Parking Garage - Jeramey Jannene - Oct 31st, 2017
- Eyes on Milwaukee: Bucks Arena On Budget, On Schedule - Jeramey Jannene - Oct 5th, 2017
- Friday Photos: Live Block Work Starts in Deer District - Jeramey Jannene - Sep 22nd, 2017
- Eyes on Milwaukee: Bucks Top Off New Arena - Jeramey Jannene - Aug 24th, 2017
- Photo Gallery: Touring The New Bucks Arena - Graham Kilmer - Aug 1st, 2017
- Eyes on Milwaukee: Inside New Bucks Arena - Jeramey Jannene - Jul 6th, 2017
- Friday Photos: The Deer District Rises - Jeramey Jannene - May 12th, 2017
- Eyes on Milwaukee: Council Approves Arena, Hammes Design Changes - Jeramey Jannene - Mar 1st, 2017
- Eyes on Milwaukee: Committee Okays Two Downtown Designs - Jeramey Jannene - Feb 22nd, 2017
- Eyes on Milwaukee: Bucks Unveil New Signs for Arena - Jeramey Jannene - Feb 14th, 2017
- Friday Photos: Arena Rises from Frozen Tundra - Jeramey Jannene - Dec 16th, 2016
- Eyes on Milwaukee: Bucks Live Block is a Slam Dunk - Jeramey Jannene - Dec 5th, 2016
- Friday Photos: New Bucks Arena From Above - Jeramey Jannene - Oct 7th, 2016
- Eyes on Milwaukee: Council Okays Streetcar to Bucks Arena - Jeramey Jannene - Jul 6th, 2016
- Friday Photos: Bucks Arena Work Prep - Jeramey Jannene - May 27th, 2016
- Eyes on Milwaukee: Bucks Arena Design Approved - Jeramey Jannene - May 17th, 2016
- Eyes on Milwaukee: How Urban is Bucks New Arena? - Jeramey Jannene - Mar 18th, 2016
- Eyes on Milwaukee: New Bucks Arena Approved - Jeramey Jannene - Sep 22nd, 2015
- Murphy’s Law: Is Abele Dumping the Marcus Center? - Bruce Murphy - Jul 28th, 2015
- Eyes on Milwaukee: Bucks Arena Winners and Losers - Jeramey Jannene - Jul 17th, 2015
- Murphy’s Law: How Abele Bailed Out Walker - Bruce Murphy - Jun 11th, 2015
- Murphy’s Law: Abele Plan for Bucks Arena Won’t Work - Bruce Murphy - Jun 4th, 2015
- Back in the News: Bucks Bailout Gets Even Bigger - Bruce Murphy - Jun 1st, 2015
- Murphy’s Law: Arena Plan is Massive Tax Shift to Milwaukee - Bruce Murphy - May 29th, 2015
- Murphy’s Law: MMAC Plays Hardball on Bucks Arena - Bruce Murphy - May 5th, 2015
- Murphy’s Law: State Bucks Arena Plan Fleeces Milwaukee - Bruce Murphy - Apr 23rd, 2015
- Murphy’s Law: The Secret Tax Subsidy Society - Bruce Murphy - Apr 14th, 2015
- Murphy’s Law: Should City/County Donate More to NBA Arena? - Bruce Murphy - Mar 24th, 2015
- Murphy’s Law: Bucks Owners Must Build Without Subsidy - Bruce Murphy - Mar 10th, 2015
- Murphy’s Law: How Could Walker Refuse Incredible Deal? - Bruce Murphy - Feb 12th, 2015
- Murphy’s Law: Foundation Helps Herb Kohl Get $20 Million Windfall - Bruce Murphy - Dec 18th, 2014
- Murphy’s Law: How Will NBA Arena Benefit the City? - Bruce Murphy - Dec 2nd, 2014
- Murphy’s Law: Dispute Over Bucks Arena Goes National - Bruce Murphy - Oct 23rd, 2014
- Murphy’s Law: 10 Reasons To Build Bucks Arena on Wisconsin Ave. - Bruce Murphy - Oct 8th, 2014
- Murphy’s Law: How UWM Deal Will Affect the Bucks - Bruce Murphy - Jul 3rd, 2014
- Murphy’s Law: Four Plans to Save the Bucks - Bruce Murphy - May 15th, 2014
- Murphy’s Law: 10 Key Issues in NBA Arena Debate - Bruce Murphy - Apr 24th, 2014
- Murphy’s Law: $1 Billion Needed for Milwaukee Facilities - Bruce Murphy - Dec 12th, 2013
- Murphy’s Law: New Moves to Bail Out the Bucks - Bruce Murphy - Oct 15th, 2013