FPC Live picks Deer District as new location for indoor concert venue complex

Eppstein Uhen Architects rendering.
Eppstein Uhen Architects rendering.

Last updated on May 25th, 2022 at 02:23 pm

Just 10 days after it announced that it was dropping plans to build an indoor live music venue complex near the Summerfest grounds in the Historic Third Ward, FPC Live, an affiliate of Madison-based Frank Productions, today announced plans to instead build the facility at the former Bradley Center site in the Deer District in downtown Milwaukee.

The $50 million project is now described as a joint venture with the Milwaukee Bucks. Construction is expected to begin later this year and be competed in 2023. The project is expected to create 500 construction jobs and once operational the facility will have dozens of full-time employees and 600 part-time employees.

“We are excited to further enhance the relationship between FPC Live and the Milwaukee Bucks with the addition of these two spectacular venues,” said Michael Belot, senior vice president of Bucks Ventures and Development. “Deer District serves as a destination that’s redefining downtown Milwaukee, and bringing two new venues to Deer District will continue to solidify it as Milwaukee’s premiere location for entertainment.”

Just as originally planned near the Summerfest grounds, the facility will have two indoor concert venues, one with a capacity for 4,000 and the other with a capacity for 800.

It will be built in the northeast section of the former Bradley Center site, which is immediately south of Fiserv Forum.

FPC Live estimates the venues will host more than 135 events per year, attracting 200,000 spectators annually.

“The Milwaukee Bucks and Deer District have continued to be incredible partners since the opening of Fiserv Forum in 2018, and they share in FPC Live’s vision for Milwaukee’s growth in the hospitality and entertainment ecosystem,” said Charlie Goldstone, President of FPC Live. “We’re excited to add exponential value to the thriving Deer District, further enhancing the vibrancy of downtown Milwaukee. FPC Live has been committed to working with the community to find the ideal placement for these modern entertainment venues, and we found it.”

FPC Live dropped its plans to build the facility near the Summerfest grounds after numerous Third Ward residents, and others, raised objections to the project.

The project is now one of two indoor concert venue developments planned for downtown Milwaukee. On Friday, Kacmarcik Enterprises and Bear Development announced plans to develop a sports and entertainment district just northeast of the Marquette Interchange that would include an 8,000 seat soccer stadium and a 3,500 indoor concert venue that would be operated by Pabst Theater Group and a national concert promoter.

S.R. Mills, Bear Development CEO, indicated that financing for the development, called Iron District MKE, could include a request for tax incremental financing from the city of Milwaukee.

The Bucks and FPC Live today said the indoor concert venue facility planned for the Deer District will not require any financial assistance from the city.

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Andrew is the editor of BizTimes Milwaukee. He joined BizTimes in 2003, serving as managing editor and real estate reporter for 11 years. A University of Wisconsin-Madison graduate, he is a lifelong resident of the state. He lives in Muskego with his wife, Seng, their son, Zach, and their dog, Hokey. He is an avid sports fan and is a member of the Muskego Athletic Association board of directors.

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