Bringing the Final Four to Miller ParkMarch Madness in Milwaukee

Wisconsin Sports Economic Impact

• The 2004 PGA Championship is estimated to have a $72 million dollar economic impact, according to the Wisconsin Department of Tourism.

• In 2003, state travelers spent $535 million in sport fees for all sports combined, according the Wisconsin Department of Tourism.

Milwaukee and Wisconsin Residents Are Aware of the NCAA Tournament Games

Already • Marquette University has hosted NCAA

Men’s Basketball 1st and 2nd round tournament games four times since 1992 at the Bradley Center. The last time was this year-2004.

• UW-Madison successfully hosted NCAA Men’s Basketball regional in 2002.

Milwaukee Has a Proud NCAA Tradition

• Milwaukee’s Bradley Center will have hosted the NCAA Men’s Hockey Frozen Four three times (1993, 1997 and 2006).

• The 1993 tournament’s three games drew record attendance and tickets were sold out the earliest in the history of the tournament.

Why Not Bring the Final Four to the Bradley Center Instead?

• The NCAA Men’s Basketball Tournament will be awarded to dome stadiums every year from 1997 to 2011 that seat over 40,000 people. The Bradley Center seats only 18,717 people and it’s the second oldest arena in the NBA.

• Its facilities are considered inadequate by current NBA standards.

Where Is The NCAA Final Four Going

• San Antonio-Alamodome (2004, 2008)

• Indianapolis- RCA Dome (2006, 2010)

• Atlanta- Georgia Dome (2007)

• New Orleans-Superdome (2003)

• Houston-Reliant Stadium (2011)

• Detroit-Ford Field (2009)

• St. Louis- Edward James Dome (2005)

Why Not Bring the Final Four to the Kohl Center in Madison?

• The Kohl Center played host to the very successful 2002 NCAA Men’s Basketball Midwest Regional, however its facilities are also too small. Its modern facilities, which opened in 1998 have a seating capacity of only 17,142.

• Also Madison’s population of 208,000 people is smaller then Albuquerque’s population of 342,000 people when it played host to the 1982 NCAA Men’s Basketball Final Four. Its very unlikely that the NCAA would select this small of a market in the current business climate.

Has a Baseball-only Stadium Ever Hosted the Final Four?

• In 1999, Tropicana Field, the home of the Tampa Bay Devil Rays in St. Petersburg, Florida hosted the Men’s Basketball Final Four. 40,632 and 39,113 people attended those games on March 27 and 29.

• In 1998, Tropicana Field hosted an NCAA Men’s Basketball Regional. Those games drew the NCAA record for the largest crowd to attend a non-Final Four game.

• In 1994, Tropicana Field hosted a first and second round regional.

• In 1990, Tropicana Field hosted an NBA exhibition game between the Chicago Bulls and the Seattle Supersonics that drew a crowd of 26,102 people.

Another Baseball Dome Stadium Example

• On December 27, 2000- Bank One Ballpark, the home of the Arizona Diamondbacks hosted a regular season women’s college basketball game- the AstraZeneca Hoops for the Cure Classic. The game which featured Arizona State vs.Tennessee,was attended by 16,742 people and set a PAC 10 single-game attendance record.

Has Miller Park Ever Hosted an Event This Major?

• Miller Park was the site of the 2002 Major League Baseball All-Game and other All-Star week activities like the popular Home Run Derby contest.

• Existing community talent and experience can be used from that event to help with the Final Four bidding process.

Benefits to the NCAA

• Its the closest Final Four to Chicago since 1956, the third largest media market in the nation.

• UW-Madison and Marquette University fans are known for their spending and attending major sporting events in large masses like the Rose Bowl and the Final Four.

• Its close to the NCAA national headquarters in Indianapolis.

Building on the PGA Championship Brand Image

• The 2004 PGA Championship at Whistling Straits is expected to be one of, if not the most successful PGA Championship ever in attendance and merchandise sold. The course has already been awarded the hosting of 2007 US Senior Open.

• In 1998, the US Women’s Open at Black Wolf broke attendance and merchandise sold. No one ever expected this many golf fans in Wisconsin.

The Packer Factor

• The NFL Green Bay Packer fans are already known to be top buyers in sports merchandise regardless if their team wins the Super Bowl that year. In 2001, the Green Bay Packers merchandise sales were the third highest in the NFL.

• The 1997 Super Bowl in New Orleans proved that Wisconsin fans enjoy a good party. The Final Four is arguably the second biggest party after the Super Bowl.

Miller Park & the Milwaukee Brewers Have An Existing Relationship with a

University • The Milwaukee Brewers and UW-

Milwaukee have had a existing marketing relationship that existed since Miller Park opened in 2001.

Advantage to Milwaukee and Wisconsin

• Hotels, restaurants, retail shopping centers, rental car and other businesses will see increased business generated.

• In 2004 the NCAA and San Antonio Local Organizing Committee (SALOC) officials did an independent study on the 2004 Men's Final Four. It generated a direct economic impact of $55 million for the Alamo City.

Future Retail and Entertainment District Plans In Milwaukee

• PabstCity, a proposed $395 million retail and entertainment complex on the former downtown Pabst Brewery site.

• Pabst Farms, a proposed mixed use development with an upscale hotel and shopping component in Oconomowoc.

• The $95 million Harley-Davidson Museum. • The proposed $250 million retail and housing

redevelopment area surrounding the demolished Park East Freeway.

Midwest Airline Convention Center Boast

• Every year the NCAA Men’s Final Four hosts four days of “Hoop City” to allow fans to have the full NCAA basketball experience. Just like the popular Major League Baseball’s All-Star Game Fan Fest week and the NFL Super Bowl’s NFL Experience this interactive fan experience brings people to the host city from around the country.

Advantage to the Milwaukee Brewers

• Millions of dollars of free publicity for the ballpark and the ball club in the weeks, months and years building up to the event.

• Increased parking, concession and ticket revenue from Miller Park to be used by the team.

• More fans experiencing Miller Park similar to the buzz with the successful Bruce Springsteen and E Street Band concert in 2003.

Other Stadiums Have Made Modifications for

Major Sporting Events-

• In 1992, the Hubert H. Humphrey Metrodome developed larger media facilities and storage areas to meet the needs for its hosting of the Super Bowl and Final Four at a cost of $5 million.

• In 2001, the Metrodome again hosted the Final Four.

• In 2003 and again in 2006, it will host a NCAA Men’s Basketball Regional.

Is There Enough Time to Make This Happen?

• The NCAA has current sites for the Men’s Basketball Final Four until 2012, so feasibility studies, site visits and possible stadium modifications with a successful bid can be done in a timely and well planned fashion for success.

The Payoff to Wisconsin

• According to a study by the San Antonio Sports Foundation, the total economic benefit to the region for hosting the 1998 Final Four was over $107 million.

• A study done by Mc Kinsey & Co. commissioned by the Atlanta Sports Council found a direct impact of $50 million to Atlanta for the 2002 Final Four.