Sorges partner with the Bucks to add “hospitality touches” to Fiserv Forum

Three months into the life of their new $524 million downtown arena, the Milwaukee Bucks are honing in on their promise to deliver on the experiential side of sports and entertainment.

The organization has long touted the arena for its world-class design, amenities, and food and beverage services as complements to the sports and entertainment events held there.

But in an effort to take Fiserv Forum from “good to great,” said Bucks president Peter Feigin, the Bucks have partnered up with Joe and Angie Sorge to add some of their expert “hospitality touches” throughout the arena.

The husband and wife duo launched Milwaukee-based Hospitality Democracy in 2000, but exited the company earlier this year to start their own gig, called SideWork Hospitality Consulting.

Shortly after their leave from the company, they were contracted by the Bucks to help enhance the guest experience throughout the arena, but mainly in the Panorama Club, the Mezzanine Club and BMO Club, or “where guests feel least like they’re in a typical arena setting,” Joe Sorge said. 

“We wanted to borrow their brains,” said Feigin. “They’re so creative that they can really see things form a different purview.”

These enhancements include subtleties such as lighting and music in the fourth floor Panorama Club, to more noticeable elements such as the variety of food offerings at concession stands. They are also training service workers and bartenders to increase the speed of service and to improve the cleanliness of the bar and food areas. 

“Those elements are the backbone of a great guest experience,” Sorge said. “They aren’t always noticeable, but when they’re off there’s a ‘feel’ that’s just not present. The facilities and guest service teams at Fiserv Forum really understand this priority.”

Another one of their projects will be a candy shop that is in the works for the arena and will be opening within the upcoming months, Feigin said.

The Sorges have also taken their expertise outside of the arena and applied it to the various development projects that have opened or are in the works surrounding the area, including the beer garden, and the entertainment live block, which is slated to open this spring.

“We’ve leveraged them on every aspect of our business,” Feigin said. “They have been instrumental in helping us open, and continue to re-imagine this place.”