Downtown Milwaukee convention center expansion plan could get boost from Evers election

Expansion plans for downtown Milwaukee's convention center could be getting a big boost — thanks to Tuesday's Wisconsin gubernatorial election results. 

Gov.-elect Tony Evers could be more open than Gov. Scott Walker to supporting a Milwaukee County tax increase on restaurant meals to help finance a proposed $250 million expansion and remodeling of the Wisconsin Center.

That's according to Paul Upchurch, president and chief executive officer of Visit Milwaukee, the nonprofit group that promotes the city to convention planners and other visitors.

Church said Thursday he and other Wisconsin Center boosters have yet to meet with Evers about the tax proposal.

But their hope is that Evers, a Democrat and state superintendent of public instruction, will be open to the possibility.

A spokeswoman for Evers couldn't be immediately reached for comment.

Walker, a Republican who served two terms as governor, generally opposed all proposals for state-sanctioned tax increases — even those that applied only to local communities, Upchurch said.

Upchurch spoke to the Journal Sentinel after making a presentation about the proposed convention center expansion at a board meeting of the Milwaukee Downtown Business Improvement District. The board voted unanimously to support those efforts.

He said a proposal that would allow the Wisconsin Center District board to raise the convention center district's tax on restaurant and tavern bills has the support of two key Republican legislators: Sen. Scott Fitzgerald, Senate majority leader, and Rep. Robin Vos, Assembly speaker.

Walker, however, wouldn't commit to the proposal, Upchurch said.

"With the old administration, we had a really difficult time," Upchurch said during his remarks.

That was partly because the Walker administration's higher priority was helping finance the newly completed Fiserv Forum, Upchurch said.

Financing for that $524 million arena and attached parking garage includes $250 million in public cash from the state, city, Milwaukee County and Wisconsin Center District tax revenues.

A June report from Tampa, Florida-based Crossroads Consulting Services LLC and Kansas City-based architectural firm Populous recommended the Wisconsin Center's main exhibit space, ballroom and smaller meeting rooms, which now total 265,800 square feet, be expanded to 422,800 to 437,800 square feet.

They also say the Wisconsin Center should be remodeled.

The facility opened in two phases, in 1998 and 2000. The third phase would be on what are now convention center parking lots between West Wells Street and West Kilbourn Avenue.

That expansion would allow the Wisconsin Center to attract more conventions and trade shows, which would generate more spending by visitors, the report said.

"Most of our competitors are kicking our butt," Upchurch said. "We are losing way too much business."

Crossroads estimates that average annual spending of Milwaukee visitors of $69 million would increase to $100 million to $109 million within about three years of the expansion's completion.

Jobs at hotels, restaurants and other businesses tied to that spending, now estimated at 900, would eventually increase to around 1,300 to 1,500, according to the report. 

The state-created Wisconsin Center District finances its operations in part with taxes on Milwaukee County hotel rooms, restaurant tabs and car rentals.

Raising the district's 0.5 percent restaurant tax would be a key part of financing a Wisconsin Center expansion. 

Upchurch said the goal is to obtain approval in early 2019 from the Legislature and governor to increase that restaurant tax.

"We think Madison is now ready to hear our plan," he said.

Tom Daykin can be emailed at tdaykin@jrn.com and followed on Instagram, Twitter and Facebook.