A lot has changed with the Milwaukee Bucks since Peter Feigin arrived on the scene a decade ago.
The team moved into an impressive new arena – Fiserv Forum – nearly six years ago, which launched the still ongoing development of the surrounding Deer District entertainment area, where a concert venue, another hotel and a residential development are now planned.
Feigin, a native New Yorker who serves as president of the Milwaukee Bucks and Fiserv Forum, has used his professional background and talents as a sales pro to promote the Bucks at every turn.
When the Bucks captured the NBA crown in 2021 – their first in 50 years and only the second in franchise history – the city celebrated for days, with Feigin right in the middle of it all, seemingly enjoying every minute.
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This Bucks’ season has been plagued by inconsistent play, a surprising midseason coaching change and a rash of injuries to key players, including superstars Giannis Antetokounmpo and Damian Lillard. Nonetheless, the upbeat Feigin expressed confidence in this team’s chances to bring another championship to Milwaukee.
The Bucks, who hold the third seed in the Eastern Conference, opened their first-round playoff series against the sixth-seeded Indiana Pacers on Sunday night at Fiserv Forum.
Feigin spoke on a wide range of topics, including all things Bucks, Deer District development and the upcoming Republican National Convention at Fiserv Forum, in an interview with Milwaukee Magazine.
What’s your confidence level as the Bucks head into the playoffs?
I’m a delusional optimist. We’ve got a veteran team. It’s been a season unlike any other because of the coaching situation, injuries and trades. But I’m pretty excited. This is what you play for. We have a beyond-skilled team that can do extremely well in the NBA playoffs.
There have been a lot of ups and downs this season. Is there any frustration that comes with that, and have we not seen the peak of what this team can do?
There’s definitely challenges and frustrations. In a perfect world, we’d have the whole team. Statistically, we have one of the best starting fives in the league. The reality is that they all haven’t played together all that much. It’s a testament to (coach) Doc Rivers coming in. He attacked things with professionalism and growth and a real plan. Do we wish we had total health and consistency? Absolutely. But that’s not the reality.
Is Doc Rivers the long-term coaching fit in Milwaukee?
Doc is the consummate professional. He’s seen that, done that before. I think he’s got a whole different level of rapport and respect with the team and the organization. From day one, it was kind of a seamless transition. It’s hard not to be on the same page with him.
When you reflect on the championship season of 2021, what memories stand out?
I keep reminding myself that it’s a game of inches. How close it all can be. How you have to be prepared to be a little lucky, whether it’s dealing with Giannis being injured for a few games or Kevin Durant having a shot to win a game against us but didn’t. It’s this journey of perseverance. Anything can happen. It’s really about the team being together as one and getting better every game. It’s great to have been there.
How much do you long to see the Bucks win another championship and be part of the parade and celebrations around the city again of which you were so much a part of in 2021?
Once you’ve won it, you get the addiction of wanting it again. It’s the reality of how great that journey is and what an accomplishment it is. Make no bones about it, when you win for the first time, you have no idea what to expect. But then you’d love to repeat that feeling you get again, no question. We had a championship level team. Ownership committed to spending the money and resources and creating a great organization with a goal of winning that championship. Then you win it and you’re like ‘I want that again.’ It was that much fun.
How’s your relationship with Giannis?
It’s awesome. We’ve been together for 10 years. I’m his non-basketball dose of reality. I don’t think many people fight with him or tell him the truth, have fun with him and joke and prank with him like I do. That’s kind of been our relationship. It circumvents what you would think. When Giannis was injured, for example, my immediate feeling was not whether he was going to be able to play but if Giannis the person was okay. That’s how much I care for him. It’s hard to explain to people what type of person he is and who he is. He’s a great human. He cares, he’s selfless and works hard. He wants to do right. He’s also by far one of the funniest and silliest guys around. He’s a great dad. He’s a passionate person. It’s hard not to love this guy.
Do you think because Giannis has been here for all these years and performed at such a consistently high level, that Bucks fans and the general public are taking his greatness on the court for granted?
We all get lulled into greatness and what to expect. If you look at this guy’s stat line, its super-human. He’s had such a high level of performance for such a long time that I actually do think people take him for granted. When they are talking about voting for the MVP, Giannis’ stats seem to get better every year, yet it’s challenging for him because he’s already such a phenomenal player.
What has changed with the altering of the ownership group that brought Jimmy Haslam into the fold and led to the departure of Marc Lasry?
Jimmy has given a great infusion with another set of eyes that come with the unique experience he’s had as the owner of the Cleveland Browns and the Columbus Crew. You can’t discount thinking about things in a different way. He’s an extremely positive, constructive and engaged person. Just like (co-owners) Wes (Edens) and Jamie (Dinan), sometimes they might be pleased but they are never satisfied. They are all aligned to win and want to have a growth-oriented business while being really constructive citizens of Milwaukee and Wisconsin. On all the fundamentals, they are aligned. Jimmy has added his diverse experience. He runs one of the largest retail businesses in Pilot Flying J and that gives us whole different strategy in thinking about customer service, revenue and efficiencies. It’s been a great injection of new thought and encouragement. He’s a very positive guy.
Was that not the case with Marc Lasry?
Marc was extremely constructive and part of the growth of the franchise but there’s now a completely new vibe. Not taking anything away from Marc, it’s just different. Jimmy is extremely additive. There’s a difference.
What is the status of the concert venue on the old Bradley Center site and other Deer District development?
The concert venue is going to break ground in May. All engines are moving forward. All the zoning is done. Live Nation is on plan and financed for the project. We’re excited for that as well as getting on to the next stage of the residential building project with J. Jeffers & Co. (a five-story, mixed-use building with 210 apartments) across from the Aloft hotel.
When will the concert venue be operational?
I would say about 18 to 20 months after we get into the ground.
What will differentiate this venue from others in the city?
This fills a hole. To have a general admission venue with a 4,100-person capacity really allows us to get the mid-size shows. Fiserv is for shows of 10,000 people or more. This would accommodate 2,500 and above. The city is well accommodated in the theater business for crowds of 2,500 and below, but this will be the sweet spot where the music and entertainment business is going. The market is growing in the mid-section for emerging artists.
What is the status of the plans for yet another Deer District hotel?
We’re moving forward and working with the North Central Group (which developed the nearby Trade Hotel) for a hotel on the Bradley Center lot adjacent to the concert venue.
What can you tell me about Bucks assistant coach Vin Baker, who opened a major treatment center on Milwaukee’s Northwest Side last month?
His narrative is going from the pinnacle of success on the court and with compensation to addiction and bankruptcy to then redemption and selflessness and totally giving back. Here’s a guy who seven or eight years ago we brought back to Milwaukee because he was an awesome addition as a sideline reporter for our broadcasts. He was quickly grabbed away because he was much more valuable as an assistant coach. His value is so cemented that even during coaching changes, he’s remained here. All different personalities understand how valuable he is. His driving motivation is to help. So, he’s taken his addiction, circled the wagons and made an investment in Milwaukee to create a recovery center that is located where there are no services like this. He’s really helping those with addiction, as well as their families and friends. To not love Vin Baker, something would have to be extremely wrong with you.
Are you still hyped about living and working in Milwaukee?
I think the surreal thing is even though I’ll always been an outsider to a population of folks who have a tough time with people who aren’t born and raised here, I could have never imagined that my being would be so ingrained in the fabric of Milwaukee and that I would so much enjoy not just my primary jobs with the Bucks and Fiserv Forum but also being passionate about being a part of the city and contributing to it. It’s a fascinating evolution. If you had told me I’d be so ingrained and so involved and be having so much fun, I wouldn’t have believed it. My focus is beyond growing a business. It’s about what it means to be a community member and what it is to affect change. Before I got to Milwaukee, that’s not who I was. This place has done a good job with me. It might have been a little like a personal rehab for me and changing me for the better.
Fiserv Forum will be the hub for the Republican National Convention. What’s the significance?
First of all, in a macro world it’s terrific for Milwaukee to be hosting the convention. It’s a massive national event and even a global event. For us, it’s an opportunity to put on our best face. It’s a great commercial opportunity for our city and our venue. We are in the latter phases of real planning and execution of everything from safety and security to food and beverage to production. It’s a significant event. It’ll be one of the milestones in the existence of Fiserv Forum and Deer District.
What has Fiserv Forum meant for the growth of Milwaukee, especially Downtown?
This will be a record year for the number of events, the number of paid tickets and activations at Fiserv Forum. It’s very tough for venues to continue to grow after that first year, which is so significant. Then we went through the COVID-19 pandemic period and then to recover and have a year like this year and see the momentum and the growth trend continue as we book into next year. This is a destination. We will be one of the busiest, if not the busiest, concert venues in the Midwest. You couldn’t even imagine that for this city prior to Fiserv Forum. This is a destination for artists and the promoters. The other incredible thing is the diversity of the shows we are bringing here. This is the realization of what we had hoped for.
