President and CEO
Wisconsin Center District | Milwaukee
Marty Brooks is president and chief executive officer of the Wisconsin Center District, which owns and operates the Baird Center, Miller High Life Theatre and UW-Milwaukee Panther Arena. During the past seven years under his leadership, downtown Milwaukee’s convention center underwent a $456 million expansion, doubling its size and driving up attendance and event bookings. Prior to joining WCD, Brooks led major venue operations in St. Louis and held senior executive roles at Madison Square Garden. He serves on the boards of the Westown Association, Visit Milwaukee and the downtown Milwaukee Business Improvement District.
Education: Bachelor’s, University of Maryland
What has been your/your company’s most significant success over the last 12 months?
“In May of 2024 we opened the expansion of Baird Center, doubling our size to over 1.3 million square feet. All of that was to deliver on our promise of bringing more events of all sizes to Milwaukee. In the first 15 months, we welcomed 255 events and welcomed more than 603,000 people to the revitalized Baird Center, including some major events like the Republican National Convention, Baird Re:Union, national sporting competitions for USA Fencing and USA Wrestling and events with around 30,000 attendees like AdeptiCon and the Midwest Gaming Classic. For comparison, Baird Center welcomed a total of 119 events in 2023, 101 in 2022, 111 in 2019 and 119 in 2018. We bet big on Milwaukee, and in its first year, Baird Center delivered an economic impact of at least $174 million. We only see that number rising in the years to come.”
How do you help new employees understand the company culture?
“WCD exemplifies three things in all our actions. We are bold, proud and experience-obsessed. That culture of bringing forth the best service to our guests and to each other is something we instill in our staff from day one and foster that as they grow.”
What are the biggest obstacles to career growth in your industry?
“While hospitality is our business classification, we rely on the expertise of a myriad of job functions. The sum of our parts lifts up the whole, and as we grow, we want to ensure we remain a tight-nit, accessible and adaptable team. Growth is our North Star right now and we want to do that without losing what makes Baird Center and Milwaukee great.”
What are the most important qualities of a successful business leader today?
“A successful business leader must not only embrace the constant evolution of technology but also adapt their approach to effectively motivate and communicate with a diverse, multigenerational workforce. A one-size-fits-all strategy simply doesn’t work in today’s dynamic environment.”
How do you see your job evolving in the next 1-2 years?
“As my career has progressed, I’ve come to recognize the importance of delegating greater responsibility to our leadership team. Looking ahead, I see my role as one focused on developing talent at every level of the organization and strengthening our leadership bench, ensuring we’re positioned to grow as we identify the next great opportunity for the district.”
What is one mistake you see other business leaders making more frequently than others?
“Not acknowledging they made a wrong decision and not being willing to change course.”
If you could change jobs with someone for a month, who would it be and why?
“I would love to be a movie or television show producer/director. I am most challenged and professionally gratified when I can be creative and can assemble a team of people, from diverse functions, to deliver a compelling outcome.”
What advice – professional or personal – are you glad to ignore?
“That can’t be done.”
What do you do when you are stuck creatively?
“Take my golden retriever, Twyla, for a walk.”
What movie do rewatch the most?
“Every ‘James Bond’ movie with Sean Connery or Daniel Craig and every ‘Indiana Jones’ film.”
When you’re cooking at home, what is your go-to dish?
“Tacos or waffles.”
What is your dream car?
“Aston Martin (stick shift).”
What is your favorite thing, place or activity that is quintessentially Wisconsin?
“I can’t get enough of the Wisconsin State Fair.”
What is one thing you would change about Wisconsin to make it even better?
“Bridge the animosity between Milwaukee and the rest of the state. A rising tide lifts all boats.”
2024 Wisconsin 275 Profile
President and CEO
Wisconsin Center District | Milwaukee
Marty Brooks leads the Wisconsin Center District, owner and operator of high-profile Milwaukee venues including the Baird Center, UW-Milwaukee Panther Arena and Miller High Life Theatre. The WCD completed a $456 million expansion of the Baird Center, downtown Milwaukee’s convention and exhibition center, in 2024, just in time for the Republican National Convention. The project – which added a 300,000-square-foot exposition hall, 52 meeting rooms and a rooftop ballroom, among other enhancements – doubled the center’s footprint. Previously, Brooks managed venues in St. Louis and held senior roles at Madison Square Garden. He serves on the boards of Westown Association, Visit Milwaukee and the downtown Milwaukee business improvement district.
Education: Bachelor’s, University of Maryland
Your secret talent: “The patience to assemble large, intricate LEGO projects.”
If you could time travel: “I would spend time with both of my parents the day they passed away. I was not with either of them when they passed and was unable to express my love and appreciation to them. I miss them deeply and would gladly take one day to go back in time for that.”
Favorite part of the workday: “Being in the live events industry means a lot of things happen in our venues during evening hours. I love it first thing in the morning when I can check my email and see what has happened since I went to bed.”
Favorite Wisconsin destination: “The Third Ward and the lakefront.”
2022 Wisconsin 275 Profile
Hospitality | Entertainment
President and CEO
Wisconsin Center District | Milwaukee
Marty Brooks is leading the Wisconsin Center District through its $456 million expansion project that, when completed, will nearly double the size of the downtown Milwaukee convention center. After being named CEO in 2018, Brooks secured key approvals for the project, paving the way for construction to begin on the long-planned expansion. Work remains on track for an early 2024 completion, in time for the Republican National Convention that summer. Previously, Brooks managed facilities for the NBA, NHL and NFL.
Education: Bachelor’s, University of Maryland
Career advice: “You meet the same people going up as you do going down. Be honest and respectful to everyone. You never know who may be the next person you are interviewing with for a job or be your next boss.”
Favorite destination: “I love to vacation at the beach. I love the sights, sounds and smells of the ocean. The calmness then rage of the surf is incredible and parallels the volatility of our life.”
Fun fact: “I was president and executive producer of Miss Universe Inc. for four years, then sold the business to Donald Trump.”
As you enter your office, what would you choose to be your walk-up or theme song: “‘Jump’ by Madonna. The song is about how there is only so much you can learn in one place; the more that you wait, the more time that you waste; don’t ever look back; and the only thing you can depend on is your family. That sums up how I have lived my life.”
