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Fiserv Forum (/faɪˈsɜːrv ˈfɔːrəm/; stylized as fiserv.forum) is a multi-purpose arena located in downtown Milwaukee, Wisconsin. It is the home of the Milwaukee Bucks of the National Basketball Association (NBA) and the Marquette Golden Eagles men's basketball team of Marquette University.[11][12]

Key Information

Construction began in 2016, with the arena officially opening its doors in 2018.[13][10] Taxpayers contributed $250 million towards the total construction cost of $524 million.[14][15] The city of Milwaukee sold the land in downtown Milwaukee for $1 to the team.[15]

The Fiserv Forum is the third-newest arena in the NBA, after the Intuit Dome in Los Angeles (opened in 2024) and the Chase Center in San Francisco (opened in 2019).

History

[edit]

Despite being one of the premier NBA facilities when completed in 1988, the BMO Harris Bradley Center was one of the oldest active NBA arenas by the end of the Bucks' tenancy in 2018. Only Madison Square Garden in New York City and Oakland Arena in Oakland were older than the Bradley Center; however, both Madison Square Garden and Oakland Arena were substantially renovated during their lifetimes, with Oakland Arena eventually being replaced by the new Chase Center in San Francisco, beginning with the 2019–20 season. The funds for the building of the BMO Harris Bradley Center were donated by Jane Bradley Pettit and husband Lloyd Pettit without any provision for the building's long-term capital needs or annual operating expenses. Although the facility was self-sufficient, its tenants, such as the Bucks, were at a disadvantage compared with other NBA teams because of the arrangement.[16]

Former Bucks owner and former U.S. Senator Herb Kohl proposed building a new downtown arena to replace the Bradley Center. There was considerable discussion in the region about the idea of a publicly funded arena and ultimately no resolution was reached. In 2009, Wisconsin Governor Jim Doyle included a provision in the state's capital budget seeking $5 million in state bonding support to renovate the Bradley Center. The Bradley Center's board of directors told state officials that the building needed $40 million in renovations, so they reportedly agreed to raise the remaining $35 million on their own.[17]

On September 18, 2013, then-deputy NBA commissioner Adam Silver toured the arena and said it was a few thousand square feet short of NBA standards, and also lacked numerous amenities.[18] On April 16, 2014, Kohl announced an agreement to sell the franchise to New York City hedge-fund investors Marc Lasry and Wesley Edens. The deal included provisions for $100 million each from Kohl and the new ownership group, for a total of $200 million, toward the construction of a new downtown arena.[19] The NBA then informed the Bucks that the franchise wouldn't be allowed to renew their lease on the Bradley Center, which would expire after the 2017–18 season, and that the team needed to have either a new arena completed or under construction by the beginning of 2018, or the franchise would be bought from Lasry and Edens, then sold to another ownership group, either in Las Vegas or Seattle, which would mean the certain departure of the Bucks from Milwaukee. On July 15, 2015, the Wisconsin Senate approved funding for the new arena by a 21–10 margin, and on July 28, 2015, the Wisconsin State Assembly approved funding by a 52–34 margin.[20] On August 12, 2015, Governor Scott Walker signed the arena spending plan at Wisconsin State Fair Park in West Allis, Wisconsin.[21]

The Milwaukee city council voted 12–3 on September 22, 2015, to approve the plan. The city's Plan Commission gave unanimous conditional approval to the Bucks' general development plans for land in the Park East Corridor on November 23, while acknowledging possible parking problems in the area.[22]

On April 13, 2016, the Bucks signed a 30-year lease to play in the new arena. In addition, Marquette University has agreed to lease the arena for its home games, beginning in 2018.[23] Unlike Marquette's previous agreement with the Bradley Center, the lease agreement with Fiserv Forum ends in the spring of 2025, allowing Marquette the option to decide to pursue the building of its own smaller arena for lesser-attended match-ups, and to only utilize the Fiserv Forum for larger Big East Conference and Badgers-Golden Eagles rivalry games.[24]

The official groundbreaking was during the 2nd annual Bucks Block Party on June 18, 2016.[25][26]

On May 2, 2017, Bucks president Peter Feigin stated that construction of the arena remained on schedule and on budget. Feigin's announcement was from the site of the new arena, after the first roof truss was installed and bolted into place. The roof was officially topped off on August 24, 2017. On August 26, 2018, Fiserv Forum was officially opened in a ribbon-cutting ceremony at the 4th annual Bucks Block Party. The first live event at Fiserv Forum was The Killers with Violent Femmes on September 4, 2018.[27][28]

The Bucks played their inaugural game at the Fiserv Forum during the preseason against the Chicago Bulls on October 3, 2018, a 116–82 Bucks victory.[29] The Forum's regular-season home opener was played on October 19, 2018, against the Indiana Pacers. The Bucks won, 118–101.[30] The Bucks' first season in the Forum was a great success, with the Bucks finishing the regular season with their first 60-win season since 1980–81. They also went 33–8 at the Forum, the second-best home record in the NBA. On April 14, 2019, the Forum hosted its first NBA playoff game, Game 1 of the first round between the Bucks and the Detroit Pistons. The Bucks won, 121–86.

On December 22, 2019, the Bucks had their 50th consecutive sellout at the Forum, the longest such streak in franchise history, which started on November 16, 2018.

On March 11, 2019, it was announced that the Fiserv Forum would host the 2020 Democratic National Convention from July 13 to 16, 2020.[31] It was later postponed to August 17–20, 2020, due to the ongoing coronavirus pandemic in the United States.[32] On June 24, 2020, it was announced that the convention would be downsized and instead held at the nearby Wisconsin Center.[33]

On February 22, 2020, the Bucks set a new attendance record for the Forum, when 18,290 attended to watch the Bucks play the Philadelphia 76ers. The Bucks won 119–98. This record was broken less than a week later, on February 28, 2020, as 18,412 fans watched the Bucks face off against the Oklahoma City Thunder. The Bucks won 133–86.

On July 11, 2021, Fiserv Forum hosted its first NBA Finals game, Game 3 between the Bucks and the Phoenix Suns. The Bucks won 120–100. On July 20, the Fiserv Forum also hosted Game 6 of the NBA Finals, where the Bucks would clinch their first NBA championship in 50 years, beating the Suns 105–98.

The Bucks have had substantial success at Fiserv Forum since it opened, compiling a regular season record of 161–45 (.782 winning percentage) at the Forum.

Exterior of Fiserv Forum decorated for the 2024 Republican National Convention

On July 15–18, 2024, the Forum hosted the 2024 Republican National Convention.[34] On August 20, 2024, the Forum hosted a campaign rally with the Democratic Party's nominees, Kamala Harris and Tim Walz, that coincided with the 2024 Democratic National Convention in Chicago's United Center, located approximately 80 miles (130 km) away.[35]

Naming rights

[edit]

On July 26, 2018, the Bucks agreed to a 25-year naming rights deal with Fiserv, a financial services technology company based in the Milwaukee suburb of Brookfield.[36][37]

Concerts and events

[edit]
Minnesota Wild vs. Chicago Blackhawks NHL preseason game at Fiserv Forum

The Killers with Violent Femmes were the first concert at Fiserv Forum on September 4, 2018.[38]

On December 28, 2021, Fiserv Forum held its first ice hockey games with the inaugural Holiday Face–Off tournament.

On October 2, 2022, Fiserv Forum held its first National Hockey League game, the Chicago Blackhawks played the Minnesota Wild as part of the Blackhawks "Home Away from Home" series.[39][40]

The arena also continues a Milwaukee tradition for being the site of the New Year's Eve game for the Harlem Globetrotters, with 2020 being the only pause in decades.[41]

Planning and design

[edit]

The Milwaukee Bucks released the first images and details of their vision for the development of a new multi-purpose arena and sports and entertainment district to revitalize downtown Milwaukee on April 8, 2015.[42] The images depicted early conceptual drawings of a new multi-purpose venue and entertainment district that will anchor a new development vision activated by sports, entertainment, residential and office uses. The site, which primarily sits between 4th Street and 6th Street from State Street to McKinley Avenue, will seamlessly link with active development on all sides, including Old World Third Street, Schlitz Park, The Brewery, the Milwaukee riverfront, Water Street and the Wisconsin Center.

The plaza outside of the Forum serving as the public space in the center of the Deer District.

Populous and HNTB, two firms from Kansas City, lead the arena design team with participation from Milwaukee firm Eppstein Uhen Architects.[43] The arena is intended to be the focal point of a "live block" zone that includes public space surrounded by both commercial and residential development.[44] Initial renderings of the arena showed a transparent facade and a curved roof and side meant to evoke the water forms of nearby Lake Michigan and the Milwaukee River.[45] "Herb Kohl Way" was unveiled on the plaza outside of Fiserv Forum on August 26, 2018, to pay tribute to the former Bucks owner for his contributions leading up to the building of the arena.[46] The plaza is home to restaurants and a beer garden, where people can gather year-round to watch sporting events on a large, outdoor television. In May 2019, the Bucks announced Fiserv Forum is the central building in the 30-acre development district around the arena newly named "Deer District."[47] In February 2019, Johnson Controls unveiled a three-dimensional statue of their logo placed outside the Fiserv Forum, which can glow in multiple colors at night, and will specifically turn green after every Bucks victory.

The seating bowl and court inside the Fiserv Forum.
Inside Fiserv Forum

Fiserv Forum holds 17,500 people and has fewer luxury suites, but more club seating than the BMO Harris Bradley Center.[48] The arena seats 17,385 for basketball games, 15,178 for ice hockey and indoor football, and up to 18,000 for concerts.[49]

It also features a layout and equipment for an NHL/NCAA-regulation ice hockey rink and ice shows such as Disney on Ice, thus it still will be able to host the NCAA Frozen Four as the BMO Harris Bradley Center did in the past in 1993, 1997 and 2006. However, the American Hockey League's Milwaukee Admirals returned to the UW–Milwaukee Panther Arena in the 2016–17 season as they were not approached to play games in the arena. The Bucks are contractually bound not to recruit current tenants of the Panther Arena to move their events to the Fiserv Forum.[50]

At its opening, Fiserv Forum had the largest center-hung scoreboard in the NBA.[51]

Further reading

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See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Fiserv Forum

View on Grokipedia
from Grokipedia
Fiserv Forum is a multi-purpose arena located in downtown Milwaukee, Wisconsin, that serves as the home venue for the Milwaukee Bucks of the National Basketball Association (NBA) and the Marquette Golden Eagles men's basketball team of Marquette University. The arena opened on August 26, 2018, following construction that began in 2016 at a total cost of $524 million on a site bounded by Vel R. Phillips Avenue and Juneau Avenue. Named after , Inc., a Brookfield-based company headquartered near , through a 25-year agreement announced in July 2018, the facility accommodates 17,500 spectators for and up to 18,000 for concerts, featuring 34 luxury suites and advanced sightlines from all seats. anchors the Deer District entertainment zone and has hosted major events including the , high-profile concerts, and Bucks playoff runs culminating in their 2021 NBA championship, while earning Platinum certification in 2025 for its sustainable design among NBA venues.

History

Planning and site selection

In the early 2010s, Milwaukee Bucks ownership raised alarms about the BMO Harris Bradley Center, a 1988-vintage facility lacking sufficient luxury suites, club seating, and other modern revenue streams essential for NBA competitiveness, which contributed to the team's financial struggles and outdated fan experience. With the Bucks' lease expiring in 2017, executives warned that without a replacement or major overhaul, the franchise risked relocation to expansion-hungry markets such as Seattle or Las Vegas, a threat reiterated by team president Peter Feigin in 2015 amid stalled public funding talks. These concerns prompted initial site evaluations as early as 2012, when developers touted the underutilized Park East corridor in downtown Milwaukee for its redevelopment potential. A Cultural and Entertainment Task Force, formed in fall 2013 with Bucks representation, brainstormed arena options to revitalize , weighing factors like economic impact and infrastructure ties. The 2014 sale of the team to investors Wesley Edens and , approved by the NBA in May, accelerated planning; the new owners committed at least $200 million privately and prioritized a central urban site to avoid suburban isolation, echoing lessons from failed past proposals. By January 2015, options narrowed to Park East-adjacent parcels, culminating in selection of a 6.3-acre site immediately north of the and adjacent to the Wisconsin Center convention hall for its walkable integration with existing venues, proximity to mass transit, and capacity to anchor broader district development. This choice, involving collaboration among Bucks leadership, city officials, and state legislators, was formalized in April 2015 renderings emphasizing accessibility and urban connectivity over peripheral locations.

Financing and development agreements

The Fiserv Forum was constructed at a total cost of $524 million, with funding divided between public and private contributions. Approximately $250 million originated from public sources, including $220 million in state bonds authorized under a legislative package, supplemented by and county sales tax increments, and occupancy taxes, and revenues from "jock taxes" on non-resident athletes' event-related . The remaining $274 million came from private sources, primarily commitments by ownership and proceeds from agreements. The financing framework emerged from negotiations finalized in 2015, emphasizing no new taxes or direct appropriations from general funds, instead redirecting projected growth in existing revenue streams tied to arena-related activities. Governor Scott Walker signed the enabling legislation into law on August 12, 2015, committing the public portion while requiring Bucks owners to match it privately for the initial $500 million estimate, with adjustments for the final higher cost borne by private partners. Ownership resides with the Wisconsin Center , a public entity reconstituted for the project, which holds title to the arena and surrounding convention facilities. The Bucks, through an affiliate entity, entered a 30-year master lease and operations agreement with the in , assuming full management responsibilities, maintenance costs, and event booking rights in exchange for annual lease payments scaled to revenues. This structure formalizes the public-private partnership, with the retaining oversight on capital improvements and debt service from public funding mechanisms.

Construction timeline

Construction of Fiserv Forum began with a groundbreaking ceremony on June 18, 2016, marking the start of site preparation and foundation work on the site bounded by Vel R. Phillips Avenue and Juneau Avenue. The project utilized Mortenson Construction as the primary construction manager, overseeing a workforce that logged approximately two million hours over the build period to erect the 714,000-square-foot arena structure. Key engineering milestones included rapid vertical construction enabled by prefabricated components and phased sequencing to minimize disruptions in the urban environment, achieving substantial completion of the core and systems by July 31, 2018. The 26-month timeline from to substantial completion incorporated logistical coordination for framing, pours, and mechanical installations, with the roof—a distinctive wave-like element—installed early to weatherproof the site. Integration with surrounding infrastructure occurred concurrently, including skywalk connections to the adjacent Block 7 parking structure, which provides over 1,200 spaces and facilitates pedestrian flow from nearby transit hubs and streets. Additional parking facilities, such as the 5th Street garage, were tied into the project to support event-day logistics without halting main arena progress. Final testing of structural, electrical, and HVAC systems preceded the arena's public opening on August 26, 2018.
MilestoneDateDetails
June 18, 2016Ceremonial start of excavation and foundation work.
Vertical construction accelerationLate 2016–early 2017Erection of and installation.
Substantial completionJuly 31, 2018Core structure, , and systems finalized for handover.
Public openingAugust 26, 2018Arena ready for events following final inspections.

Opening and initial operations

Fiserv Forum's agreement with , a Brookfield, Wisconsin-based company, was announced on July 26, 2018, establishing a 25-year for the arena previously known as the Deer District arena during construction. The deal renamed the venue Fiserv Forum, aligning with 's headquarters proximity and its role in enhancing local visibility for the firm's services. The arena officially opened to the public on August 26, 2018, following a ribbon-cutting ceremony attended by ownership, local officials, and fans. Initial operations emphasized seamless fan entry through systems, enabling patrons to view seat locations in advance and self-scan tickets upon arrival, a departure from traditional paper processes at the prior venue. Preseason Bucks home game tickets, including the inaugural event, went on sale August 6, 2018, generating high demand reflective of anticipation for the upgraded facilities. The first public event was a concert by The Killers, supported by local act Violent Femmes, held on September 4, 2018, marking the venue's debut for non-sporting programming. The Milwaukee Bucks played their first game at Fiserv Forum on October 3, 2018, a preseason matchup against the Chicago Bulls, which introduced operational elements like enhanced in-arena technology for concessions and navigation to improve crowd flow and attendee satisfaction. Early feedback highlighted the arena's open interior design and tech integrations as elevating the overall experience compared to the aging Bradley Center.

Design and facilities

Architectural features

Fiserv Forum's exterior design, led by architectural firm Populous, centers on a sweeping, curved roofline clad in panels along the north facade, spanning 80,440 square feet. This cladding creates a patinated, textured surface that evokes Milwaukee's industrial heritage, with the curving form intended to resemble a boat hull as a nod to the city's riverfront and history. The roof extends downward to overlap transparent glass entryways, incorporating multi-storied vertical glazing with ceramic frit patterns for enhanced visual permeability and penetration. The asymmetrical roof profile and dynamic contribute to the arena's prominent urban silhouette, blending modern structural elements with local craftsmanship influences. Interior architectural features draw from Milwaukee's , utilizing materials like Cream City brick-inspired accents and reclaimed wood to honor the region's industrial and blue-collar legacy. The overall layout prioritizes unobstructed sightlines from seating areas to the event floor, supported by strategic that integrates open community plazas adjacent to the building for public activation.

Capacity, seating, and amenities

Fiserv Forum has a of 17,341 for games, configured with 10,000 seats in the lower bowl for an intimate viewing experience. For events, the arena accommodates approximately 15,178 spectators. Concert configurations expand to a maximum of 18,000 attendees. The venue features 34 luxury suites, each equipped for private groups, alongside three premium clubs including the Mezzanine Club (capacity 1,000) and BMO Club (capacity 500), offering enhanced , beverage, and viewing options. Additional premium seating includes lofts with a total capacity of 170 in boxes for 4-8 guests. Concessions emphasize partnerships with local vendors to provide a diverse selection of and beverages, supported by in-seat ordering via the Bucks and Fiserv Forum app. Technological amenities include free high-speed coverage throughout the arena, a state-of-the-art center-hung scoreboard, over 800 HDTVs, and more than 9,000 LED light fixtures for illumination and displays. The facility integrates approximately 850 LED screens across concourses and concession areas to enhance fan engagement. Advanced systems, including distributed antenna setups and multiple access zones, ensure reliable connectivity.

Sustainability and technical specifications

Fiserv Forum initially received Silver certification from the U.S. Council in 2019 for its use of recycled and regionally sourced materials in construction, including the entirety of the building's concrete containing fly ash. In January 2022, it earned Gold certification for operations and maintenance, recognizing , energy efficiency, and improvements that scored 75 points overall. The arena advanced to Platinum certification on May 30, 2025, as one of only two NBA venues to achieve this level, driven by performance in , , transportation access, and occupant experience metrics. Sustainability features include energy-efficient systems such as LED lighting paired with occupancy sensors, low-emissivity (Low-E) glass for reduced thermal loads, and advanced HVAC equipment that optimizes performance through real-time monitoring of , , and . Water conservation efforts encompass efficient fixtures and initiatives reducing usage, contributing to the rating's water category credits, while waste systems support diversion and protocols aligned with standards. The facility spans 714,000 square feet, utilizing 8,000 tons of in a multi-level framing system that supports the bowl, roof, and adaptable event layouts. Exterior cladding incorporates over 317,000 square feet of and metal panels for durability, with the overall design emphasizing modular components to facilitate future renovations without full reconstruction.

Events and programming

Professional and college sports

Fiserv Forum has served as the primary home arena for the of the (NBA) since the venue's public opening on August 26, 2018. The Bucks played their inaugural preseason game at the arena on October 3, 2018, followed by their first regular-season home contest on October 26, 2018, against the . The facility's modern design and central location in have supported the team's competitive performance, including deep playoff appearances such as the , where the Bucks secured their championship with home-court advantage at Fiserv Forum. The arena also functions as the home venue for the Golden Eagles men's basketball team, an program and secondary tenant sharing the space with the Bucks. Under a coordinated scheduling agreement, Marquette hosts the majority of its home games at Fiserv Forum, leveraging the arena's basketball-specific infrastructure while accommodating the NBA team's priority calendar. This arrangement, established upon the venue's completion in 2018, replaced the shared use of the former and has enabled larger capacities for high-attendance college matchups. While primarily dedicated to basketball tenancy, Fiserv Forum has occasionally hosted professional hockey exhibitions, including American Hockey League (AHL) contests featuring teams like the Milwaukee Admirals in preseason or special events, though no ice hockey franchise maintains regular residency there. These limited engagements utilize the arena's convertible floor system for temporary ice installation, distinct from its core basketball programming.

Concerts and non-sporting events

Fiserv Forum regularly hosts concerts by prominent recording artists, including , , , , and Metallica. The venue's flexible design supports multiple staging configurations, such as end-stage setups—where the performance platform is positioned at one end of the —and in-the-round formats that enable 360-degree views around a central stage. This adaptability allows for diverse production scales, from intimate theatrical presentations to large-scale spectacles with enhanced elements. In addition to music performances, the arena accommodates family-oriented shows, such as recurring productions of Disney On Ice featuring characters from films like Frozen and Encanto. These events draw broad audiences with ice skating routines, acrobatics, and interactive elements tailored for children and adults alike. The facility also serves conventions and exhibitions, leveraging its central location and infrastructure for trade shows and public gatherings that utilize the main floor space. Fiserv Forum facilitates private non-sporting events, including corporate meetings, dinners, and team-building sessions in premium areas like suites and lounges. Overall, the venue schedules over 150 events annually, with a substantial share comprising concerts, family shows, and similar entertainment programming beyond athletics.

Notable hosted events

Fiserv Forum was selected as the primary venue for the , scheduled for August 17–20, with preparations including media walkthroughs and infrastructure upgrades, but the event was scaled back to a largely virtual format due to the , with limited in-person activities at the adjacent Wisconsin Center instead. The arena hosted the from July 15–18, where delegates nominated as the presidential candidate following an assassination attempt on him days earlier, drawing thousands of attendees, speakers including party leaders, and extensive security measures across . On October 19, 2021, Fiserv Forum held the ' NBA championship ring ceremony and banner unveiling to commemorate their 2021 victory over the , marking the franchise's second title and attended by players, staff, and fans in a season-opening event. Several events have set attendance records, including Metallica's concert on October 16, 2018, which drew 18,788 spectators shortly after the arena's opening, surpassing initial capacity benchmarks for non- programming. A doubleheader of and Bucks games on March 4–5, 2023, achieved a combined 36,112 attendees over two days.

Economic and community impact

Revitalization of downtown Milwaukee

The construction of Fiserv Forum served as the primary catalyst for the development of the Deer District, encompassing over 30 acres of mixed-use space in downtown Milwaukee anchored by the arena. This district features entertainment venues, bars, restaurants, hotels, offices, and residential units, transforming a previously underutilized area into a vibrant hub. Ongoing projects include apartment complexes, athletic facilities, and additional hospitality options, such as a proposed 269-unit residential development with an outdoor plaza approved in early 2025. Fiserv Forum's opening in August 2018 spurred a surge in foot traffic and private sector activity surrounding the venue, contributing to observable in the vicinity. The arena has anchored more than $1 billion in private investments within the Westown area, including commercial and residential expansions that have revitalized adjacent blocks. Local businesses report heightened patronage from event attendees, fostering sustained economic activity without relying on public subsidies for these ancillary developments. A notable outcome has been the post-2018 hotel boom in the Deer District, with multiple properties constructed or planned in proximity to the arena to accommodate visitors. Examples include The Trade Hotel, a 207-room Marriott property opened adjacent to Fiserv Forum, and forthcoming additions like a nine-story, 162-room slated for in late 2025 and opening in 2027 on the former site. These developments reflect developer confidence in the area's draw, enhancing overnight stays and extending visitor dwell time beyond events. The arena's central location has integrated with downtown Milwaukee's public transit network, promoting and multimodal access. Fiserv Forum is served by (MCTS) buses, including the Connect 1 line, with stops within blocks of the main entrance at West Juneau Avenue and Vel R. Phillips Avenue. Broader downtown planning emphasizes pedestrian-friendly streets, bicycle facilities, and transit-oriented design around the venue, reducing reliance on personal vehicles and supporting the district's connectivity to surrounding neighborhoods.

Fiscal and employment effects

The construction phase of Fiserv Forum generated over 3,000 jobs, primarily in building trades and related services, as projected in pre-opening assessments by project stakeholders. Post-completion, the arena and adjacent Deer District developments have supported more than 1,000 ongoing jobs in , retail, and event operations within the immediate vicinity. In its first operational year, the combined facilities spurred an additional 3,000 service industry positions across , driven by heightened event activity and ancillary business demand. Fiscal benefits include targeted tax revenues from venue-related activity, such as parking meters encircling Fiserv Forum, which yielded over $330,000 in through event-driven usage. Broader revenue streams encompass sales taxes on concessions and merchandise, alongside hotel occupancy taxes from out-of-town visitors attending Bucks games and other programming, contributing to County's $2.439 billion in direct visitor spending for —much of which traces to downtown anchors like the arena. To amplify these effects, the Milwaukee Bucks launched a dedicated sports events division in 2021, focused on booking diverse competitions beyond NBA games to leverage the venue's infrastructure for greater attendance and spending multipliers. This initiative targets non-traditional events like college tournaments and international matches, empirically linking higher utilization to expanded local economic output via induced visitor expenditures on lodging, dining, and transport.

Studies on return on investment

A study commissioned by Visit Milwaukee and conducted by Tourism Economics estimated the 2024 Republican National Convention, hosted primarily at Fiserv Forum, generated $321.5 million in total economic impact for the region, including $216.3 million in direct spending by approximately 50,000 visitors on lodging, food, transportation, and events. This figure incorporates multiplier effects from induced spending, though critics note such analyses from organizations may overstate net benefits by not fully accounting for displaced local activity or convention-related disruptions. Projections for the arena's overall public investment return, totaling about $297 million across state and local contributions, have cited mechanisms like the "jock tax" on nonresident athletes' income as key to revenue recapture. Wisconsin officials estimated that income tax collections from Bucks-related events could exceed $600 million over the arena's lifespan, surpassing the state's $80 million share and yielding a 3-to-1 return ratio, primarily through player salary withholdings that averaged millions annually pre-construction. Actual jock tax receipts from professional sports, including Bucks games at Fiserv Forum, contributed to state revenues that helped offset subsidies, with the model's emphasis on taxing high-earning visitors distinguishing it from traditional arena financing. Comparisons to similar venues highlight qualified positives for Fiserv Forum, where urban retention benefits—such as averting Bucks relocation costs estimated in the hundreds of millions—outweighed direct subsidies in analyses, though broader empirical reviews of investments find limited fiscal gains beyond anchoring. A High Road Strategy Center report critiqued public sports funding in as yielding minimal broader economic stimulus, aligning with academic consensus on substitution effects reducing claimed multipliers, yet acknowledged the arena's role in stabilizing tax bases via event-driven revenues. chamber-affiliated projections, including those from pre-opening , anticipated positives through sustained programming, though post-opening data shows variance between event spikes and baseline operations.

Controversies and criticisms

Debates over public funding

In August 2015, Wisconsin Governor Scott Walker signed legislation authorizing $250 million in public funding for the $500 million Fiserv Forum project, comprising $203 million from the state and $47 million from the City of , matched by $250 million from Bucks ownership including a $100 million donation from former owner . The financing relied on bonds repaid via redirected sales taxes and arena revenues rather than new taxes, with total public costs projected to reach approximately $400 million including interest. Proponents, including Walker and Bucks co-owners Wesley Edens and , argued the subsidy was essential to avert franchise relocation—threatened after the team's 2014 sale—citing potential lost tax revenues exceeding the investment and ancillary economic activity from events. Walker described the deal as "fiscally responsible," emphasizing that retaining the NBA team would generate broader fiscal returns without direct tax hikes. Opponents across ideological lines decried the arrangement as corporate welfare benefiting billionaire owners at taxpayer expense. Fiscal conservatives, such as those at the Cato Institute, criticized the redirection of public resources to private profit, arguing it exemplified inefficient subsidies for sports franchises. Progressives, including Democratic U.S. Senate candidate Tom Nelson in 2022, highlighted the $250 million outlay as diverting funds from priorities like schools and roads, with uncertain long-term payback despite promotional claims of economic multipliers. Bipartisan critiques focused on opportunity costs, questioning why infrastructure needs yielded to "sports palaces" and noting economists' broad consensus that such stadium subsidies rarely deliver net positive returns to public coffers after accounting for displaced spending elsewhere.

Opportunity costs and taxpayer concerns

Critics of the public financing for Fiserv Forum, which included approximately $250 million in state-issued bonds repaid through sales taxes and other mechanisms, have emphasized the opportunity costs of diverting these resources from essential public services such as schools and road maintenance, particularly given Milwaukee's persistent budget pressures from rising pension costs and service demands. In the years following the arena's 2018 opening, the city faced fiscal strains leading to proposed property tax levy increases, including a 3.7% hike in the 2018 budget—the largest since 2010—and ongoing debates over further levies amid deficits exceeding $100 million by 2025. These critiques argue that the funds, estimated by some analysts to impose a total taxpayer burden exceeding $800 million when including tax exemptions and debt servicing, represented foregone investments in infrastructure and education that could have yielded broader societal returns without relying on speculative event-driven revenues. Analyses have questioned whether sufficient private funding could have covered the project without public subsidies, pointing to the Milwaukee Bucks' use of relocation threats as leverage to secure contributions during negotiations in 2015. Bucks ownership, including new investors who acquired the team in , warned of potential moves to cities like or if a new arena was not built, a tactic common in that critics contend extracts concessions beyond what would demand from private investors alone. While owners committed $250 million privately and absorbed overruns, detractors argue this split—effectively 50% public despite the franchise's rising value—reflected coerced rather than voluntary financing, potentially viable through full or revenue bonds without state intervention. Equity concerns arise from the distribution of benefits, as arena amenities like premium suites and high-ticket events disproportionately serve affluent attendees and boost franchise valuations for billionaire owners, while the financing burden falls on a diverse taxpayer base including lower-income residents who rarely attend games. Post-construction franchise value surges, such as the Bucks' estimated worth exceeding $3 billion by 2023, have enriched owners without commensurate offsets to public contributors, exacerbating perceptions of regressive subsidization in a city with significant income disparities. Critics, including policy analysts, contend this structure prioritizes elite economic gains over equitable public resource allocation, with sin taxes and sales surcharges drawing from general consumption rather than targeted user fees.

Operational and labor issues

In January 2020, the labor organization representing approximately 1,000 Fiserv Forum employees, including concession and event staff, publicly escalated a dispute with during a Democratic National Committee-related event, highlighting concerns over wages, benefits, and working conditions amid high event volumes. The agreement, ratified in 2020, was amended in March 2022 to address pandemic-induced workforce shortages, providing wage increases for high-demand roles such as cooks and dishwashers to retain staff for frequent Bucks games and concerts. Post-opening staffing challenges have persisted during peak events, with management recruiting nonprofits to fill concession roles during the and hosting career fairs as recently as June 2025 for positions in retail, security, and guest services to handle crowds exceeding 17,000. Vendor shortages have led to operational disruptions, including food stockouts and extended lines at alternative stands during a July 2024 event, compounded by incomplete vendor openings as noted in attendee complaints. During the , Fiserv Forum implemented capacity restrictions, mask policies aligned with CDC guidelines, and enhanced cleaning protocols, while concession operator Levy laid off dozens of workers in June 2020 due to event cancellations. A mechanical issue triggered a full evacuation via fire alarm immediately after a June 2021 Bucks playoff game, though no injuries occurred. In 2025, Milwaukee's expanded demand-based pricing around Fiserv Forum, raising rates for 149 events in 2024 to capitalize on event-driven and generate additional city revenue, while proposing extensions to nine venues; this has prompted resident concerns over increased costs and restricted access during non-event hours. Incidents such as vehicle break-ins in nearby lots, affecting over a dozen cars in one 2024 episode, have further highlighted logistics strains for attendees.

References

  1. https://emke.uwm.edu/entry/fiserv-forum/
  2. https://www.nba.com/bucks/news/fiserv-forum-opens
  3. https://www.fiservforum.com/assets/doc/Fiserv-Forum_FactSheet_8.5x11-7075c776c1.pdf
  4. https://biztimes.com/welcome-to-fiserv-forum/
  5. https://investors.fiserv.com/newsroom/detail/1806/fiserv-forum-is-the-new-home-of-the-milwaukee-bucks
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