WISCONSIN CENTER DISTRICT OPERATIONS REVIEW VOLUME II OF II Barrett Sports Group, LLC Crossroads Consulting Services, LLC March 17, 2017 Preliminary Draft – Subject to Revision Preliminary Draft Page– Subject 0 to Revision TABLE OF CONTENTS VOLUME I OF II I. EXECUTIVE SUMMARY LIMITING CONDITIONS AND ASSUMPTIONS VOLUME II OF II I. INTRODUCTION II. WCD OVERVIEW III. MARKET OVERVIEW IV. BENCHMARKING ANALYSIS V. WCD/VISIT MILWAUKEE STRUCTURE VI. FINDINGS AND RECOMMENDATIONS APPENDIX: MARKET DEMOGRAPHICS LIMITING CONDITIONS AND ASSUMPTIONS Preliminary Draft – Subject to Revision Page 1 TABLE OF CONTENTS VOLUME II OF II I. INTRODUCTION II. WCD OVERVIEW A. Wisconsin Center B. UW-Milwaukee Panther Arena C. Milwaukee Theatre D. Consolidated Statements E. Lost Business Reports F. Key Agreement Summaries G. Capital Repairs History H. Site Visit Observations Preliminary Draft – Subject to Revision Page 2 TABLE OF CONTENTS VOLUME II OF II III. MARKET OVERVIEW A. Demographic Overview B. Hotel and Airport Data C. Competitive Facilities D. Demographic Comparison E. Comparable Complexes F. Comparable Complex Case Studies G. Local Sports Teams H. Festivals/Other Events I. Downtown Development J. General Observations IV. BENCHMARKING ANALYSIS A. WCD Benchmarking B. Wisconsin Center Benchmarking C. UWM Panther Arena Benchmarking D. Milwaukee Theatre Benchmarking Preliminary Draft – Subject to Revision Page 3 TABLE OF CONTENTS VOLUME II OF II V. WCD/VISIT MILWAUKEE STRUCTURE VI. FINDINGS AND RECOMMENDATIONS A. WCD SWOT B. Strategic Recommendations APPENDIX: MARKET DEMOGRAPHICS LIMITING CONDITIONS AND ASSUMPTIONS Preliminary Draft – Subject to Revision Page 4 I. INTRODUCTION I. INTRODUCTION Introduction Barrett Sports Group, LLC (BSG) and Crossroads Consulting Services, LLC (Crossroads) are pleased to present our review of the Wisconsin Center District (WCD) operations Purpose of the Study . Provide an independent, objective evaluation of the current management and operations of the WCD facilities . Develop strategic recommendations and operating strategies to optimize performance and assist the WCD in future planning efforts . Although we did consider the existing (or potential) relationships of the WCD and VISIT Milwaukee or the Marcus Center, we did not review the operations of those entities . We did not complete a convention center expansion feasibility study The WCD’s mission statement is a critical element as it dictates the operating strategy for the management team . Maintain, and continuously build, our professional reputation in the convention, entertainment, and sporting events industry on all levels, both locally and nationally . Present first-class facilities in the 21st century . Provide the most effective use of space for our clients by utilizing the collective talents of all WCD employees . Create and sustain jobs, income, and prosperity in the greater Milwaukee community Preliminary Draft – Subject to Revision Page 6 I. INTRODUCTION Summary of Tasks Completed Conducted over 60 interviews from individuals in the following organizations: WCD Board of Directors, WCD staff, City of Milwaukee, Milwaukee County, VISIT Milwaukee, tenants, event promoters, others Reviewed and summarized WCD financial and operating performance, including but not limited to: revenue and expense statements, lost business reports, event attendance/occupancy reports, per capita revenue reports, and capital repairs reports Reviewed and summarized key agreements and documents Completed five event site visits at WCD facilities Reviewed market area and summarized key market characteristics Compiled a list of comparable complexes and individual facilities Compared demographic characteristics of Milwaukee to similar sized markets/comparable complexes Reviewed competitive facilities and other key market factors Reviewed financial and operating performance of comparable facilities Completed benchmarking study for all three WCD facilities on individual facility and complex level Reviewed WCD relationship with VISIT Milwaukee Provided overview of Destination Marketing Organization (DMO) structures and facility management structures Completed SWOT analysis for WCD Provided strategic recommendations for WCD Preliminary Draft – Subject to Revision Page 7 I. INTRODUCTION The Consulting Team Barrett Sports Group, LLC BSG’s team has unmatched technical skills and years of industry experience . Daniel S. Barrett, MBA – Principal . Joshua C. Cohen, MBA – Senior Manager . Brett D. Rasmussen – Consultant Daniel S. Barrett would lead the engagement . Over 26 years experience – over 1,000 sports industry projects . Extensive sports facility feasibility and finance experience . Extensive negotiation advisory experience . Former Managing Director Western Region Sports Investment Banking Division A.G. Edwards . Former Western Region Hospitality Sports & Leisure Consulting Practice Leader Deloitte . Sports industry expert witness . Adjunct Professor University of San Francisco Sports Management Graduate Program . UCLA, BA – Economics/International Studies . USC, MBA – Finance/Real Estate Preliminary Draft – Subject to Revision Page 8 I. INTRODUCTION The Consulting Team Barrett Sports Group, LLC Selected Comparable Projects State of Wisconsin – New Milwaukee Bucks Arena City of Edmonton – Arena Leasehold Valuation City of Sacramento/Sacramento Kings – Golden 1 Center Carolina Hurricanes – Franchise Valuation City of San Francisco – Golden State Warriors New Arena NJ SEA – Arena Strategic Planning Support Broward County – BB&T Center Wachovia Bank – Sprint Center Financing Due Diligence Gateway Economic Dev. Corp. – Quicken Loans Arena City of Stockton – Stockton Arena Lease Negotiations Memphis Grizzlies – Consulting Services Augusta-Richmond Coliseum Auth. – Management Evaluation San Antonio Spurs – Consulting Services Co. of Maui – Proposed Arena Project Barclays Center – Consulting Services CenturyLink Center Arena (Omaha) – Situational Analysis Prudential Center – Consulting Services City of Bellevue – Arena Due Diligence New Orleans Pelicans – Feasibility/Relocation Evaluation Paso Del Norte Group (El Paso) – Arena Feasibility Study Oakland-Alameda Co. Coliseum Authority – Oracle Arena City of Richmond/Counties/et. al – Arena Feasibility Study City of Oklahoma City – Chesapeake Energy Arena City of Albuquerque – Arena Advisory City of Atlanta-Fulton Co. Recreation Auth. – Philips Arena City of Rio Rancho – Arena Management Selection Advisory City of Dallas – American Airlines Center Los Angeles Co. Fair – Arena Feasibility Study City of Auburn Hills – The Palace of Auburn Hills Valuation Gwinnett Co. – Arena Feasibility Report Review NHL – Sports Valuation Expert (Coyotes Bankruptcy) Maryland Stadium Authority – Arena Market Analysis City of Anaheim – Honda Center of Anaheim Co. of Sacramento – Arena Strategic Planning/Negotiations Tampa Bay Lightning – Arena Financial Analysis City of Inglewood – Arena Negotiation and Plan of Finance Franklin Co. Convention Facilities Auth. – Nationwide Arena Numerous Additional Stadium/Public Assembly Facility Hillsborough Co. – Amelie Arena Valuation Support Projects Preliminary Draft – Subject to Revision Page 9 I. INTRODUCTION The Consulting Team Crossroads Consulting Services, LLC Crossroads is a market leader in providing advisory and development planning services to the Convention Center industry Susan Sieger – Managing Principal . Over 25 years experience in convention, sports, entertainment, hospitality, and tourism industries . Previously National Director of KPMG’s Convention, Sports, and Entertainment Practice . Conducted 400+ studies including multiple performance audits/operational assessments . Unparalleled reputation for providing credible, reliable advice to public and private sector clients . First-hand facility management experience working which offers unique industry-related insights . Ohio University – Master of Science in Sports Administration . University of Virginia – Bachelor of Arts Amy Brown – Senior Analyst . Over 25 years of industry experience including operating arenas in Spokane and Boston . Involved with operations reviews, strategic planning studies, market/economic analyses . Extensive experience in facility operations . University of Massachusetts at Amherst - Master of Science in Sports Management . Boston College - Bachelor of Arts Preliminary Draft – Subject to Revision Page 10 I. INTRODUCTION The Consulting Team Crossroads Consulting Services, LLC Selected Comparable Projects Albuquerque Convention Center in NM Meydenbauer Center in WA Alerus Center in ND Montgomery County Conference Center in MD Anaheim Convention Center in CA Nashville Convention Center in TN Annapolis Convention Center in MD Pennsylvania Convention Center Atlantic City Convention Center, NJ Raleigh Convention Center in NC Baltimore Convention Center in MD Richmond Convention Centre in VA Baton Rouge River Center in LA Roland E. Powell Convention Center in MD Bismarck Event Center in ND SeaGate Convention Centre in OH CenturyLink Center Omaha in NE Tampa Convention Center in FL Cobb Galleria Centre in GA Walter E. Washington Convention Center Cobo Center in MI Wichita Falls Multi-Purpose Event Center Connecticut Convention Center Cobb Energy Performing Arts Centre in GA Dayton Convention Center in OH Hippodrome Theatre in MD Duke Energy Center in OH Portland’5 Centers for the Arts in OR Georgia International Convention Center Progress Energy Center’s Mahaffey Theater in FL Hampton Roads Convention Center in