The newly expanded Baird Center officially opened its doors on Thursday with several local dignitaries addressing a large crowd that gathered at Downtown’s conference and convention center for a ribbon-cutting ceremony and celebration.
The $456 million expansion has doubled the size of the facility to 1.3 million square feet and is expected to raise Milwaukee’s profile on a national scale.
“Doing this has allowed us to go after more events that wouldn’t have considered the Baird Center before due to the lack of space,” said Marty Brooks, president and CEO of the Wisconsin Center District, which owns and operates the Baird Center, UW-Milwaukee Panther Arena and Miller High Life Theatre. “The Baird Center expansion and modernization will elevate our city to its highest potential and drive economic impact throughout Southeastern Wisconsin.”
Other highlights of the project include an expansion of the expo hall to 300,000 square feet of contiguous space, 24 new meeting rooms, six additional loading docks, 400 indoor parking spaces, sensory rooms, a room for nursing mothers, a solar roof, an underground stormwater management system and an onsite food digester.
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There’s also a stunning water feature, a sculpture that hangs from the ceiling, a spectacular view of the city from the Baird Sky View Terrace, and what’s being called a “collaborative” staircase that offers stadium seating and was packed by onlookers during Thursday’s ceremony.
“There’s also an abundance of glass and natural lighting that sets the Baird Center apart from other convention centers,” Brooks said.
Another aesthetic highlight is the collection of art, much of created by Milwaukee- and Wisconsin-based artists, that is displayed throughout the Baird Center.
Among the works is a lifelike statue of a guest services member, which has been named “Rosie,” that now greets visitors at the Baird Center’s north entrance. Rosie is the work of local artist Marc Sijan, known for creation of Syl, the security guard statue that has been positioned at the Baird Center’s south entrance for several years.
The Baird Center renovation was designed by Atlanta-based TVSdesign and Milwaukee firm Eppstein Uhen Architects with a Gilbane/CD Smith partnership serving as the general contractor.
“The Baird Center expansion serves as a significant economic booster for Milwaukee and contributes greatly to our economy’s future vibrancy,” Milwaukee County Executive David Crowley said.
The convention center expansion was in the works long before the formal groundbreaking in 2021, Wisconsin Center District Chairman Jim Kanter said. “It’s truly amazing to be standing inside this expanded Baird Center, something we’ve talked about as a board and an organization for the last five-plus years,” he said. “We’re confident that the expanded Baird Center will elevate Milwaukee as a top-tier convention destination.”
Robert W. Baird & Co. Chairman and CEO Steve Booth said the company’s naming rights partnership for the convention facility is “an opportunity for us to give back to our hometown by supporting this truly transformational community asset.”
“Baird Center’s design, bold architecture and dynamic outdoor spaces will further enhance Milwaukee’s downtown and allow residents and visitors alike to engage in our community in new and different ways,” Booth said.
The completed project will boost the city’s economic vitality, Milwaukee Mayor Cavalier Johnson said.
“The expanded Baird Center will attract an additional — get this — 100,000 people to Milwaukee each year,” Johnson said. “That’s 100,000 more people who get the opportunity, the chance, to experience all that we have here in Milwaukee.”
Peggy Williams-Smith, president and CEO of Visit Milwaukee, the region’s convention and visitors bureau, said the Baird Center expansion will have wide-ranging impact.
“Today marks a significant milestone in our city, not just for tourism but for economic development,” she said.
Williams-Smith noted that Baird Center will host the 2025 USA Fencing National Championships, an event that is projected to generate nearly 13,000 room nights over a two-week period spanning June and July and have an economic impact of $10 million for the area.
Thursday’s celebration concluded with a group of Milwaukee Public Schools students joining Brooks to install a time capsule filled with items they had created into a wall in the expanded portion of the building.
The Baird Center is hosting a public open house this Saturday from 1 p.m. to 5 p.m.
