Milwaukee's Baird announced as Wisconsin Center's naming rights partner

MILWAUKEE (CBS 58) -- Baird, a Milwaukee-based financial services firm, will become the official naming rights partner of the Wisconsin Center, according to a decision made by the Wisconsin Center District board.

The 15-year agreement will commence when the expanded convention center opens in May 2024. The branding and logo package for the venue will be designed and rolled out during 2023, which will be used as a transition year.

The Wisconsin Center, located in downtown Milwaukee, is currently undergoing a $456 million expansion that will double the size of the convention center space and deliver over $12 billion in economic impact to the state of Wisconsin over 30 years, according to a press release issued on Friday, March 10.

The combined north and south buildings will house 52 meeting rooms, a 300,000 sq ft exhibit hall, 22 total loading docks, a 400-stall indoor parking garage along with a new rooftop ballroom with seating for 2,000 and outdoor terraces. The venue will include "quiet rooms," nursing mother’s rooms, dedicated gender-neutral restrooms and a public art program.

Jim Kanter, chairman of the WCD Board, noted that the deal with Baird will help develop Milwaukee's standing as a destination city, saying, "For us to now sign-off on a long-term partnership with a hometown institution like Baird is a tremendous representation of how the Board and the entire WCD Leadership Team continue to work together to move things forward and make Milwaukee a destination for conventions and events for many years to come."

Steve Booth, Baird chairman and CEO, expressed similar sentiment, saying, "The new state of the art convention center will enhance Milwaukee’s growing reputation as a modern, forward-looking city, and we are honored to support and be part of its success."

Full renderings of the expansion along with descriptions can be found by clicking here.