Redefining Energy Efficiency in Milwaukee’s…

Big Venues, Small Footprints

Sustainable Venue Management

The Wisconsin Center District (WCD) is the cornerstone of Downtown Milwaukee’s cultural and economic revitalization. Overseeing the Baird Center, the Miller High Life Theatre, and the UW-Milwaukee Panther Arena, WCD is best known for hosting world-class events of any size. Behind the scenes, the organization is redefining what sustainable venue management looks like, setting a new benchmark for cities across the country.

The Baird Center expansion alone is projected to save enough energy to power nearly 6,000 Wisconsin homes for a year—a reminder that even bigger venues can have a smaller environmental footprint when designed with energy efficiency in mind.

From day one of the $456 million expansion, WCD's vision integrated energy efficiency and environmental stewardship into the design. To bring that vision to life, they partnered with Eppstein Uhen Architects (EUA)a nationally recognized design firm—and leaned on the expertise of their Energy Advisors at Focus on Energyand We Energies

The results are nothing short of transformational which is why both WCD and EUA were named 2025 Energy Efficiency Excellence Award recipients.

Designing with Sustainability at the Core

The Baird Center expansion achieved LEED Gold certification; a distinction earned by fewer than 30 convention centers nationwide. This rigorous standard reflects not just incremental improvements, but a comprehensive approach to sustainable building.
EUA and WCD implemented an impressive slate of features:

High-Performance Building Systems: LED lighting paired with occupancy sensors, Low-E glass for thermal efficiency, and state-of-the-art HVAC systems reduce energy use while enhancing comfort for thousands of visitors.
On-Site Renewable Energy: A rooftop solar array now generates over 98,000 kilowatt-hours annually, shrinking reliance on non-renewable energy sources.
Eco-Friendly Construction Materials: The expansion used 90% recycled steel and incorporated bird-friendly glass to protect local wildlife.
Food Waste Reduction: An innovative ORCA food digester now diverts up to 438 tons of food waste from landfills each year, turning what would have been trash into a resource.
Stormwater Management: A 320,000-gallon underground detention system helps mitigate flooding risks and eases pressure on Milwaukee’s municipal infrastructure.

Together, these initiatives position the Baird Center not only as a premier destination for events, but as a model of environmental responsibility.

The Payoff: Savings, Resilience, and Reputation

The impact of these upgrades is tangible. WCD will save 56 million kilowatt-hours of electricity and more than 68,000 therms of natural gas over the lifetime of the efficiency upgrades.

What do those numbers mean to us? The WCD will save enough energy to:

power nearly 6,000 Wisconsin homes for an entire year.
heat more than 80 homes for a full Wisconsin winter.

Marty Brooks, President and CEO of WCD, summed it up:

“Being a sustainable facility was always the plan. Through this working relationship with EUA, We Energies, and Focus on Energy, we were able to exceed goals we thought were lofty. We set them—and in many cases, we broke them.”

Showcasing Wisconsin's Largest City

For WCD, the investment is paying off in more ways than one. Not only does the district benefit from lower operating costs, but it also now stands out as a destination for organizations that value environmental stewardship. Hosting the 2024 Republican National Convention provided a fitting backdrop for the new space, showcasing Milwaukee’s ability to handle large-scale events while leading in sustainability.

Partnership at the Center

For EUA, the Baird Center expansion was a natural extension of its mission to integrate energy efficiency into every design. With more than 275 professionals across multiple offices, the firm has built a reputation for delivering forward-thinking solutions that balance beauty, functionality, and environmental impact.

Rich Tennessen, CEO of EUA, emphasized the importance of collaboration:

“We have 275 professionals passionate about sustainability. Partnering with Focus on Energy and We Energies takes it to another level. And working with an owner as committed as the Wisconsin Center District really makes it special—not just in terms of beauty, but in what it means for the environment.”

That expertise extends far beyond the Baird Center. EUA has helped shape some of Wisconsin’s most iconic spaces with sustainability in mind, including Fiserv Forum, home of the Milwaukee Bucks; the UW-Milwaukee Innovation Accelerator, fostering research and industry collaboration; and Arrowhead Pharmaceuticals’ headquarters in Verona, a state-of-the-art hub for scientific innovation. Each project demonstrates EUA’s ability to pair smart design with energy-efficient solutions that lower costs and environmental impact.

As Focus on Energy Advisor Cody Crouse noted:

“Energy efficiency has become not just a goal, but a necessity. WCD and EUA went above and beyond to integrate sustainable practices into their work—and the payoff will be felt for decades.”

A Model for the Future

The Baird Center’s expansion shows what can happen when vision meets collaboration. It’s more than a bigger building—it’s a space that puts people first, saving energy and money while making Milwaukee a healthier, more vibrant place to live and visit.

The 2025 Energy Efficiency Excellence Awards for WCD and EUA highlight an important truth: energy efficiency isn’t just about high-tech systems or impressive numbers. It’s about the people who come together to make it possible—that when we invest in sustainability, we’re investing in a brighter, smarter future for all of Wisconsin.