Nearly $100 Million Private Deal to Modernize Madison’s Alliant Energy Center
EXECUTIVE SUMMARY: Dane County has accepted a nearly $100 million private proposal from Frank Productions to renovate Veterans Memorial Coliseum at Madison’s Alliant Energy Center. The project aims to transform the aging arena into a modern, flexible entertainment venue while limiting financial risk to taxpayers through a public‑private partnership model. Alliant Energy Center Director Kevin Scheibler calls the upgrade a “game‑changer” that could trigger broader campus investment and strengthen Madison’s ability to attract and retain major events. Negotiations between Dane County and Frank Productions will continue over the coming months, with final approval required from the Dane County Board.
Veterans Memorial Coliseum at Madison’s Alliant Energy Center is on track for a nearly $100 million privately financed renovation after Dane County formally accepted a proposal from Frank Productions. For dairy producers familiar with the Alliant Energy Center campus, this development is worth watching.
Dane County Executive Melissa Agard framed the move as a generational reset for the entire campus, not just a cosmetic touch-up on a tired barn. By leaning on a public‑private partnership rather than asking taxpayers to foot the bill, the county is betting that a modern arena can host world‑class entertainment while keeping ag events that built Madison’s reputation firmly anchored on the grounds.
Why This Matters to Dairy
The Alliant Energy Center’s 164-acre campus hosts numerous agricultural events throughout the year. Veterans Memorial Coliseum, which opened in 1967, is a central venue on the grounds. According to a 2018 user-profile study, the campus generates significant economic impact for Dane County through events, hotels, restaurants, and related services. The venue currently has agreements in place with various agricultural and entertainment events through the coming years.
What’s Actually Changing
Under the proposal now being negotiated, Frank Productions would invest close to $100 million of private capital to transform the Coliseum into what county leaders describe as a “modern flexible entertainment destination capable of hosting concerts, performances, and community events year-round”. Think improved seating, better sound and lighting, and upgraded back‑of‑house infrastructure that can turn events faster and handle higher expectations from sponsors and fans.
Alliant Energy Center Director Kevin Scheibler called the renovation a “game‑changer,” stressing that the impact won’t stop at the Coliseum walls. In his view, a fully modernized arena becomes a catalyst for new investment in the Exhibition Hall and future campus development, strengthening Madison’s hand when competing for major national events and agricultural shows. For event users, that could translate into better traffic flow and a more modern campus experience.
The Deal: Risk, Reward, and Who’s Holding the Bag
Agard has been blunt about the county’s goal: upgrade the venue without blowing up the county budget. By bringing in Frank Productions – a Madison‑based live‑event company with roots back to the 1960s – the county is effectively renting the balance sheet of an entertainment specialist instead of asking taxpayers to underwrite every bolt and beam. The language coming out of the county stresses “limiting financial exposure” and “reducing risk for taxpayers” while putting private investment to work for public use.
Over the next several months, Dane County and Frank Productions will negotiate the fine print, including lease terms, revenue splits, and who controls the calendar on key dates. The Dane County Board must still approve any final agreement, and ag groups will be watching closely to ensure agricultural events remain a priority on the campus calendar. The question worth watching: how will a year-round entertainment model balance the needs of all user groups?
The Bottom Line for Producers
For dairy farmers who attend events at the Alliant Energy Center, a modernized Coliseum could mean improved facilities and infrastructure. A modern Coliseum:
- Positions the Alliant Energy Center to remain competitive in attracting major agricultural and livestock events
- Supports broader campus investment, including Exhibition Hall and supporting infrastructure
- Demonstrates Dane County’s commitment to the venue’s long-term viability
Negotiations will decide whether this deal truly puts private money to work for public and agricultural good. But one thing is clear: if the Alliant Energy Center is going to remain competitive in attracting major events, standing still was never an option.
KEY TAKEAWAYS
- $100 million private investment accepted: Dane County has formally accepted Frank Productions’ proposal to renovate the 58-year-old Veterans Memorial Coliseum, shifting financial risk away from taxpayers while modernizing a key Alliant Energy Center venue.
- Potential benefits for agricultural events: The Alliant Energy Center hosts numerous agricultural and livestock events throughout the year. A modernized campus could benefit all users.
- Campus-wide ripple effect: Alliant Energy Center leadership calls the project a “game-changer” that will drive new investment across the entire 164-acre campus, including the Exhibition Hall and supporting infrastructure.
- Negotiations ongoing, Board approval required: Final terms between Dane County and Frank Productions are still being hammered out over the coming months, and any agreement must pass the Dane County Board before shovels hit dirt.
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