KEY Milwaukee - Feature Story

BULL RIDING SCHEDULED THIS MONTH

Bradley Center #1 entertainment destination downtown

THE BRADLEY Center at 1001 N. Fourth Street is the No. 1 entertainment destination in downtown Milwaukee and a landmark among similar facilities across the country.

Opened in 1988, the Bradley Center remains the only major, public facility of its type in North America underwritten through the philanthropy of a single family. It was created by the late Jane Bradley in memory of her father, Harry L. Bradley, co-founder of the Allen-Bradley Company. That company now serves as the headquarters of Milwaukee’s Rockwell International Corp.

Home of the NBA Milwaukee Bucks, the Milwaukee Admirals of the American Hockey League and Marquette University’s Golden Eagles basketball squad, the Bradley Center is more than a sports arena and demonstrates its versatility this month.

The center accommodates 18,600 for basketball, 17,800 for hockey and up to 20,000 for concerts. When it first opened, the center represented a major renewal effort for the area, but it now is the centerpiece of the city’s convention area that includes the Midwest Airlines Center, the renovated U.S. Cellular Arena and the Milwaukee Theatre.

In March, eight Bucks home games are scheduled as the team tries to make the NBA playoffs. The ice will be out for eight Admirals games and the nationally ranked Marquette basketball team will play its last home game before post-season play. Both the Bucks and the Admirals conclude their regular seasons in April.

The multi-use nature of the Bradley Center is very evident in March as the Professional Bull Riders Association brings its Enterprise Rent-a-Car Tour to the Bradley Center March 23-24 and Rascal Flatts, the top-selling country band of 2006, appears March 29. Fans of pop-singer Christina Aguilera will be at the center April 20, and a slightly older crowd will enjoy Rod Stewart on April 21.

The bull-riding event illustrates the ability of the center to attract national events to Milwaukee, often for the first time. In 2006, the center served as host for the “frozen four” finals of the collegiate hockey season and also brought the famed Cirque du Soleil here for its first appearance in an arena setting.

In 2006, limited renovations at the Bradley Center created a club dining and viewing area similar to those offered by newer arenas. More significant renovations are on the drawing board in the near future, including possible development of other portions of the center’s six-acre site.

To the north and west of the Bradley Center, private hotel and retail development already is underway, ensuring that the center will remain the leading downtown entertainment destination for years to come.

No part may be reproduced without written permission.

KEY Milwaukee is distributed monthly in hotels, motels, visitor's centers, corporations and retail stores in Southeastern Wisconsin and on the Internet at www.keymilwaukee.com. It is a KEY Magazine, licensed by KEY Magazines, Inc.

KEY Milwaukee makes every effort to maintain the accuracy of the information provided in the monthly magazine and website, but assumes no responsibility for errors, changes and omissions.

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		feature article - march 2007 BULL RIDING SCHEDULED THIS MONTH Bradley Center #1 entertainment destination downtown THE BRADLEY Center at 1001 N. Fourth Street is the No. 1 entertainment destination in downtown Milwaukee and a landmark among similar facilities across the country. Opened in 1988, the Bradley Center remains the only major, public facility of its type in North America underwritten through the philanthropy of a single family. It was created by the late Jane Bradley in memory of her father, Harry L. Bradley, co-founder of the Allen-Bradley Company. That company now serves as the headquarters of Milwaukee’s Rockwell International Corp. Home of the NBA Milwaukee Bucks, the Milwaukee Admirals of the American Hockey League and Marquette University’s Golden Eagles basketball squad, the Bradley Center is more than a sports arena and demonstrates its versatility this month. The center accommodates 18,600 for basketball, 17,800 for hockey and up to 20,000 for concerts. When it first opened, the center represented a major renewal effort for the area, but it now is the centerpiece of the city’s convention area that includes the Midwest Airlines Center, the renovated U.S. Cellular Arena and the Milwaukee Theatre. In March, eight Bucks home games are scheduled as the team tries to make the NBA playoffs. The ice will be out for eight Admirals games and the nationally ranked Marquette basketball team will play its last home game before post-season play. Both the Bucks and the Admirals conclude their regular seasons in April. The multi-use nature of the Bradley Center is very evident in March as the Professional Bull Riders Association brings its Enterprise Rent-a-Car Tour to the Bradley Center March 23-24 and Rascal Flatts, the top-selling country band of 2006, appears March 29. Fans of pop-singer Christina Aguilera will be at the center April 20, and a slightly older crowd will enjoy Rod Stewart on April 21. The bull-riding event illustrates the ability of the center to attract national events to Milwaukee, often for the first time. In 2006, the center served as host for the “frozen four” finals of the collegiate hockey season and also brought the famed Cirque du Soleil here for its first appearance in an arena setting. In 2006, limited renovations at the Bradley Center created a club dining and viewing area similar to those offered by newer arenas. More significant renovations are on the drawing board in the near future, including possible development of other portions of the center’s six-acre site. To the north and west of the Bradley Center, private hotel and retail development already is underway, ensuring that the center will remain the leading downtown entertainment destination for years to come.

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		Copyright 2000-2007 Key Milwaukee Magazine, Inc. All Rights Reserved. No part may be reproduced without written permission. KEY Milwaukee is distributed monthly in hotels, motels, visitor's centers, corporations and retail stores in Southeastern Wisconsin and on the Internet at www.keymilwaukee.com. It is a KEY Magazine, licensed by KEY Magazines, Inc. KEY Milwaukee makes every effort to maintain the accuracy of the information provided in the monthly magazine and website, but assumes no responsibility for errors, changes and omissions. Website design, maintenance and hosting by ... when it's time to establish an Internet presence.