10 Reasons To Build Bucks Arena on Wisconsin Ave.
Building the new arena where Boston Store is located could have huge advantages for the team and the city.
In the mid-1980s, Milwaukee was essentially handed a free pro basketball arena by philanthropist Jane Pettit. The idea, however, was that it would be built near County Stadium, then the Milwaukee Brewers’ baseball stadium.
Mayor Henry Maier soon called a press conference and announced he opposed the location, insisting the arena must be built Downtown. Maier took a lot of flak from the media, business leaders and the like, for daring to look a gift horse in the mouth. Yet, for weeks on end, he pounded away at the importance of a Downtown arena. And ultimately, Maier got his way.
The idea for this was hatched by Mike Mervis of Zilber Ltd., and it strikes me as an ingenious one. Mervis contacted architect Jim Shields and asked him to scope out the location. “I was kind of shocked by the idea,” Shields says, “but I sat down and did the drawings and very quickly got convinced.” He found the footprint of the mostly empty block from 4th St. to 5th St. and between Michigan and Wisconsin was big enough to fit the recently-built Barclays Center in Brooklyn and the new Sacramento arena. But the design would be even roomier and more powerful, if the land under 4th St. and the Boston Store building was also used, meaning that structure would be razed.
Think about the proposal and you’ll begin to see how many problems it solves, and how many opportunities it presents, for both the city and the basketball franchise.
1.It will revive the Grand Avenue Mall and W. Wisconsin Avenue. What was once the heart of Milwaukee’s Downtown has been a veritable ghost town for at least 15 years, with empty storefronts on the street and a declining and increasingly empty mall. Nobody has been able to solve the problem. Suddenly both the avenue and mall would be connected to a pretty steady flow of fans attending Bucks games, Golden Eagle games, Milwaukee Admiral fans and high-profile concerts.
2. It’s a Real Estate Opportunity for the Bucks. Right now the deteriorating Grand Avenue mall is available for a fire sale price. And it would stand right next to the new Bucks arena under this plan. The mall will be sold at auction and Shields suggests the city buy it and then resell it to the Bucks owners at cost. The team’s co-owner Wes Edens has broad experience in real estate and could transform the mall into a place with Bucks-themed apparel shop, bars, restaurants and whatever else the franchise needs, while also injecting life into the mall.
3. It’s the Most Exciting Possible Location: It’s the heart of the city, the heart of Downtown, it’s far more accessible to tourists, across from the Convention Center, next to the Grand Avenue Mall, just one block from both the Hyatt Regency and Hilton Hotels and closer to the Pfister Hotel than the Bradley Center, and within walking distance of Marquette University students, who attend Golden Eagles games.
4. Parking is Plentiful: The Grand Avenue Mall has about 3,500 parking spots and within a couple blocks are 9,000 more parking spots, Mervis and Shields estimate, mostly in covered lots like in the federal building (320 W. Wisconsin), at 100 E. Water St., at 105 W. Michigan, etc., and much of the parking is connected via skywalks. (And for those who don’t have cars, there may be no street better connected to the bus system.)
5. It’s a Much Cheaper Solution: Less space and money for parking (which typically cost about $25,000 per spot) would be needed. Less land would be needed for spin-off retail because the Grand Avenue could provide that. Less subsidy by taxpayers might be needed.
6. It Solves the Boston Store Problem: The downtown retailer is a white elephant that is so unsuccessful the city has agreed to pay it a subsidy of $1.2 million over four years if its owner Bon Ton Stores keeps the dying store open. How about investing in success instead? As Mervis notes, Bon Ton could move its corporate home office (also located in the building) and any developer in town would jump at the chance to create a development with the company as an anchor tenant. And Bon Ton clearly isn’t very interested in keeping Boston Store open.
7. It Would Be a Boon to Marquette University: MU has recently announced it will expand its campus, for the first time moving to the east of the psychological barrier of I-43, by purchasing about 7 acres in the 800 block of W. Michigan St., bringing MU much closer to the heart of Downtown. Right now the university buses its students to Golden Eagles games at the Bradley Center, but they could simply walk down Wisconsin Ave. to games. “It will be like having an arena on their campus,” Mervis says. MU president Michael Lovell, a source tells me, has met with the Bucks owners to say he favors an arena on Wisconsin Ave.
8. It Maximizes Local Investment: “We’ve had a 27 year experiment with the Bradley Center, with the idea it would attract retail,” Shields notes. But it never happened. “Quite the contrary, I think you’ve seen deterioration over the years,” he adds. Building an NBA Arena in the neighborhood of the Bradley Center, he notes, means using public and private funding “to essentially build a second retail mall 8 blocks north of Grand Avenue, with a food court, an NBA jersey shop, and other retail.” The result could be two malls that fail. Why not combine them and create one success?
9. It Maximizes Visibility: Ask yourself, is there anything exciting about the current location of the Bradley Center? Would it be any more exciting a block north? By contrast, 4th and Wisconsin is as urban and connected as you can get. The arena would actually be visible from the freeway, and located on the city’s paramount street, a beautiful avenue created to be the place for parades and foot traffic. Imagine, says Shields, the street is closed off for one hour before each Golden Eagles game, so MU students can march down to see their team. Locating the arena on the city’s main street would be a statement of pride in our Downtown, pride in our NBA team and pride in the City of Milwaukee.
10. It’s a Faster, More Practical Solution: The Bucks owners want a quick solution. Time is money. Land near the Bradley Center, whether its the old Ambrosia Chocolate site or the Journal Sentinel building, could have environmental problems that can be costly and slow to fix. The Journal company’s ownership is in flux, which could cause complications. There will be no such problems on Wisconsin Avenue. Much of the land in question is owned by the city, with a parking garage owned by Mervis’s Zilber Ltd. company and the owner of the Boston Store building, We Energies, has indicated a willingness to facilitate a deal. Since this proposal was announced, Bon Ton hasn’t expressed any objection. And the city already has a Tax Incremental Financing plan in place for the Grand Avenue area that could be reconfigured for a new arena development.
Is there any down side to this proposal? Undoubtedly. There always are. Some in town are concerned the total footprint of land on Wisconsin Ave. is not sufficient. But the reality is we haven’t even gotten to discussing the possible negatives here because there’s been so little discussion of this proposal.
Where is Barrett’s leadership on this issue? The mayor has already said he would prefer a site as close to Wisconsin Ave. as possible. Well, you can’t get any closer than this proposal.
If Barrett thinks the idea doesn’t work, he should say so. This project is happening on his turf and his is the most important voice in the city. If, on the other hand, he thinks it’s worth pursuing, why not say so? Were Maier alive, he would be urging the mayor to seize the day.
Four Plans by Jim Shields
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